Transformed into a Performance Marketer; drawing upon our Tier 2 understanding and precise media selection resulting in increased footfalls and profitability.
Ashmite is an exhibition-cum-sale event organized annually in December in Belagavi by the Karnataka State Livelihood Mission, Government of Karnataka. This event serves as a platform for Women Self-Help Groups across Karnataka to showcase and sell their traditional products. From vibrant Channapatna toys and exquisite Ilkal and Gadwal sarees to unique Kinhal toys, Mysore inlay work, banana fiber crafts, terracotta art, and a variety of delicious items like millet cookies, masala powders, and pickles, Ashmite celebrates the rich heritage and craftsmanship of Karnataka.
Challenges
• Make it a ‘must attend’ event for people of Belagavi, in a scenario where exhibitions see few visitors and even lesser earnings.
The Thinking
Objective: Increase Visibility and Footfalls Leading To Increased Sales for the exhibition stalls.
Strategy Anchors:
• Building buzz and creating an exciting aura – evoking a feeling of missing out by not attending!!
Approach
• Campaigns to highlight the unique aspects of the exhibition to potential visitors.
• Geofenced Facebook, Instagram and Google Ads: to target specific catchment locations around Belagavi.
• Traditional Advertising:
- Hoardings – Placed strategically around Belagavi.
- Radio Ads and Local Television Channel Ads.
- Influencer Collaborations with local influencers.
- Media Management – Coordinated with local media outlets to secure coverage of the event, including press releases, interviews, and event highlights.
- Building reels of the success stories of the participating stall owners and experience testimonials from the visitors.
Result
Helped rural SHG achieve high sales; making their organisation profitable by exhibiting in tier 2 city
• This playbook helped get better results year on year
• 2021: Achieved sales of ₹78 Lakhs over 10 days.
• 2022: Increased sales to ₹1.2 Crore over 10 days, marking a substantial improvement from the previous year.
• 2023: Maintained sales at ₹1.2 Crore in just 6 days, demonstrating the effectiveness of the marketing efforts in driving higher revenue in a shorter timeframe.
• 2024: Broke all the records by reaching ₹2.52 Crore in 10 days, surpassing all the expectations.
