MOBILE VAN – An Effective way of Communication
The wastage of conventional media is often masked by statistics of coverage based on published data on reach. In reality, the actual reach of conventional media in the rural segment is very low and there fore cost-ineffective.
This is particularly true of print media – viz newspapers and magazines; Female readership of the print media is low even in the urban market: in rural market, it is virtually negligible. The reach of TV in the rural segment is limited and largely restricted to Black & White sets. In addition to clutter, the viewer is subject to vagaries in power supply in the rural environment leading rural marketers have depended a great deal on outdoor media, particularly wall painting. With a limitation of visual communication MIS believes this medium is basically unreliable and messages are often over- painted with other messages almost immediately.
It is also important to consider the state of the mind when messages are beamed to a target segment. In conventional media, your message will be one of several messages received, often barely subliminally by the viewer/reader.
The video van is a medium that reaches the target segment and has his/her undivided attention and more so provides an opportunity for 2 way communications. An opportunity to create a multi media blitz for the product and highly focused advertising targeted at the interior village consumer.
MOBILE VIDEO VANS- MODULATES of OPERATIONVAN WORKING:
A Video van covers 2 /3 villages in a day to cover up to 22 to 78 villages in one route cycle of 26 operating days. 2/3 shows are screened on each operating day. One shows in the day time and one show after undown through 21” colour TV or projection on 100” screen. Each show is one hour in duration consisting of film songs, dialogs & dharmik serials interspersed with advertising time.Shows are preceded by day time activity to include extensive audio publicity coupled with distribution of printed publicity materials, sport sales, retailing, merchandising, Attractive games and market survey can also be conducted during the day time.
OPERATING SCHEDULES:
The operating schedules along with the detailed route plane is finalized at least 15 days before commencement. Route plane specifies movement of a mobile video van for one cycle of 26 operating days.
EQUIPMENT & PERSONNEL:
Each video van has a colour TV/ PROJECTION System consisting of a VCD/VCR, audio support system with cassette player, microphone, horns / Sound box, an on-board self generating UPS system or a genset for power supply. A crew of 3 trained personnel consisting of a van supervisor, an equipment operator and a driver com helper. A megaphone is provided with the van to facility audio publicity.
MOBILE HOARDING:
Hoarding space available on sides of the video vans is utilized to paint your advertising message or product visual.
MONITERING AND CONTROL:
Daily feedback reports are prepared for each show are submitted on weekly basis and the monthly reports are completion of each van cycle. Internal inspections are conducted regularly to keep checks on proper functioning of the equipment and personnel.
MAINTENANCE:
Video vans operate on continuous basis. Maintenance of the equipment is done on board. Schedules of preventive maintenance of the van are intimated in advance to ensure minimal disruption in the publicity program. Van crew and software are replaced on board without disruption to program.
ALTERNATES IN MOBILE VIDEO VANS:
The options are video vans in form of matador and those vans built on LCV chassis. In both case the projection is done on 100” screens. LCV vans have a collapsible screen fixed on the rear side of the van. Matadors have a portable screen structure operation of Matadors provides the flexibility to position the van in interior of villages, which is rendered inaccessible to LCV vans because of narrow approach roads and multiple overhang structures. LCVs offer a larger hoarding space Matadors while having. A smaller hoarding space can move through a village for audio publicity obviating the need for a moped. This movement enhances van publicity to the target segment and offset reduction in hoarding space. It also increases efficacy of audio publicity towards garnering consumer participation in van activities.
HOW DO WE OPERATE?
It’s all start after understanding the clients’ requirement. Then the solutions come by conceptualizing the story line and translate into live models.
Renown Advertising
