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Swetha Kannan

Bangalore, Sept.6 Innovative marketing is no longer the forte of FMCG companies and youth brands with tech companies too thinking below-the-line.

While malls and retail outlets are a favourite for youth brands, tech companies seem to be finding their prospective consumers at airports, where their target audience frequent.

Bangalore-based Webex, provider of technology solutions for online meetings and conferences, has set up an interactive kiosk in the Bangalore airport (in the waiting lounge after security clearance). So, while travellers are waiting for their flight, they can experience a demo of Webex’s product offerings during transit time. The company will be setting up kiosks at Delhi and Bombay airports soon.

Says Mr Kiran Dhar, Managing Director, Webex: “The airport is a big catchment area for us with frequent business travellers – our target audience. For e.g., at the Bangalore airport, from 6 to 9 a.m. and 4 to 9 p.m., footfalls are high; there are 5,000 people in transit through the security lounge. And 40-50 per cent of them are business travellers. The airport gives us a captive audience that comprises decision makers and company directors.

“Our kiosks tell them that, with our Web conference solution, they don’t have to be actually travelling or be present physically in meetings. Our solutions can cut down on travel-time and improve the productivity.”

Webex has received around 600 legitimate registrations at its kiosk at the Bangalore airport, added Mr Dhar.

APC-MGE, provider of critical power (UPS devices) and cooling services for IT equipments, had also some time ago set up kiosks at the Bangalore and Mumbai airports. Mr Pankaj Sharma, Country GM, APC-MGE, ISB Region, says: “These kiosks are essentially for brand building and not to sell our products, which are targeted at travellers.” Products include extended run time battery for laptops and mobile power pack for mobile phones and ipod (so travellers can now power their devices during travel), travel mouse, and biometric devices.

While some ‘fly to airports’, some others ‘travel on wheels’ to reach their potential consumers.

Cisco’s ‘Network on Wheels’ is a B2B initiative targeted at the small and medium businesses (SMBs) to “drive business growth.” The company’s customised ‘Network on Wheels (NOW)’ van has been travelling to industrial locations across the country, demonstrating its latest customised networking solutions to several SMBs. The NOW van has covered 25 cities including New Delhi, Chandigarh, Ludhiana, Lucknow, Kanpur, Jaipur, Ahmedabad, Pune, Mumbai and Hyderabad. It is set to travel to many industrial cities in the South including Kochi, Coimbatore, Madurai and Puducherry.

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