25 Years of Advertising

synchro-design-admin — Mon, 07 Sep 2020 18:36:33 +0000

– V.R. Raguraman – Founder & Creative Director

Lending voice to your brand

Synchro was born through an act of nature. A natural evolution of people recognising my talents and I recognising the demand and opportunity in the buzzing industrial town of Tuticorin. Synchro came to life on September 8, 1995. Today, celebrating our 25years, I look back at those fond memories and I pray that it will go on to see more milestones.

Early Days

Synchro began as a graphic design solutions company, in fact, our first tag line was, ‘A design workshop’ and was a proprietary company under the name and style Synchro Computer Grafix.

Right from day one, Synchro made a mark in the designing & printing world in Tuticorin, providing truly ‘Advertising Agency’ style works. By 2003, Synchro expanded to provide full-fledged Advertising Agency Services, by commencing media releases and since then we have grow slowly and steadily.

Most of our clients will attest to our work ethics. Especially our dedication and hard work to provide creative, quality marketing communications designs. Our Portfolio stands testimony of the same.

My Ikigai

I have always said, I have not worked a day in my life. How can it be ‘work’, if I love doing it so much? Designing, Creating, Writing, Branding, and Communicating for and on behalf of the brand, gives me immense joy and pleasure. It has been my endeavour to be the voice of your brand. I thank the almighty for having provided me with the opportunity to work in a field that falls in my ‘Ikigai’.

Significant Milestones

1999 – Proprietary company formed
2003 – Became a full-fledged advertising company with media releases, thanks to The Hindu, for supporting us since then
2004 – Full 360degree campaigns done for a Jewellery Retail client – Alagar jewellers and went on to do over 20 consecutive campaigns
2006 – Did our first Video Production Ad for TV medium, DA silks
2007 – Major campaigns for Alagar Jewellers & expansion of services
2010 – Synchro Design Pvt. Ltd. was incorporated
2010 – Chennai Branch was opened on May 16, 2010
2011 – First Video Documentary for TEDA
2012 – First Video Production of Teachers’ Anthem and Documentary
2012 – Franchisee of The Hindu for Nagercoil, under the name and style Trinetra Advertisers
2020 – Digital Marketing & Social Media Marketing

Support, Patronage & outright Tolerance

Like the spokes on a wheel, there were, and continue to be, many people who have acted as my support structure that enabled this dream child to grow. At this momentous milestone in our journey of having completed 25 years, I thank each and every one of them, my numerous clients, vendors, media houses, friends and family, and most importantly the many employees who have been part of the Synchro family.

As we stand at this milestone, looking ahead, armed with experience, I am still as curious & energetic as I was 25 years ago, albeit with a few more grey hairs.

Going Digital

Recently, due to the COVID-19 pandemic, resulting in changes in almost everything we do, we have leapt into the field of Digital Branding, and find that the market is just ripe for our type of digital agency. One with experience with a passion and penchent for the digital world. The very first projects we have executed have brought tremendous results and we can only get better with more digital experience.

This website is the result of our own digital journey and we look forward to engaging you digitally more.

Looking forward to being with you all and continuing to provide Marketing communications and being the voice for your brand, for another 25 years, if not more.

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How to get Maximum Advertising ROI

synchro-design-admin — Sat, 04 Jul 2020 07:18:36 +0000

There is a well-known saying,

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker (1838-1922).

This famous quote is known to many of us in marketing and advertising, and much like the quote itself is only half true. The question is which half?

In our experience, every penny spent is assured to get you 1:1 Advertising ROI. In that sense, no money is wasted. However, the goal is not to get 1:1, but 1:10, or even 1:100 ROI. Therefore, it could be argued that 50% of the money spent gives great ROI and the trouble is we don’t know which half.

That is the half which is true in the above quote.

The pursuit & thrill of the chase to create that elusive viral campaign, that can elevate a brand to success & deliver multi-fold Advertising ROI, is what makes advertising glamourous. It gives a similar feeling of elation, that one gets from giving a hit film, and is just as rare. It is what draws many to the industry.

The Advertising Ecosystem

Advertising is a part of an ecosystem with at-least five stakeholders. Each stakeholder has an animate or human intangible facet and an inanimate or product/service tangible aspect to it. They

are also actuated by their own primary interest. This complex system with people and institutions with different goals, make it difficult for each to work in a way that could serve each other’s interest. They are all intertwined. The system itself is in a delicate balance, even at times, out of balance.

Animate	Inanimate	Primary Interest
Company	Brand/Product	Sales Top-line
Media House	Medium/Publication	Subscription
Agency	Creative/Message	Attention
Reader	Access/Subscription	Entertainment
Consumer	Store/Point-of-purchase	Information

This categorization could be debated; however, it is meant to illustrate a perspective of the intertwined relationship in the industry.

The company serves to the consumer, while the Media serves the reader. The consumer is a subset of the reader. The Advertising Agency is bang in the middle of this ecosystem, and that is the most vulnerable position. They neither have too much power nor can they afford to be not vigilant.

The Power triad

Media derives its power from the subscription base and that is done by providing quality entertainment/information.
The Company needs to reach to the maximum number of readers at the least Cost.
The Agency needs to produce a creative message that will grab the maximum number of reader’s attention.

What makes advertising work?

Advertising is nothing but an interruption of entertainment to tell a message that is both entertainment and information and that convinces the reader to become a consumer.

The keywords here are ‘interruption of entertainment’. Whatever be the medium, the reader is only using that medium to get is entertainment and information. Anything else is an interruption. And readers/viewers tend to ignore interruptions. The reader tunes out.

Ask somebody near you (who has read that morning’s paper or watches TV regularly) what was the advertisement they saw on the front page (or who is the sponsor of their favourite sitcom). Most probably, they do not remember. If they remember, then, that is a clear sign that the advertisement has worked. Advertising works when it manages to break through the clutter and is more entertaining or more informative than the original content of the medium.

This can be extended to any medium. News Papers, Magazines, TV, Radio, Outdoor, Storefront, Store-shelf, Posters, Social Media, Online media, etc.

Advertising gives great ROI when it is entertaining and informative.

Yes. Advertising has to be entertaining and informative. A good creative agency just does that. Simply put, a creative agency, ‘infotains’ the promise of the product through a suitable medium. Such communications enhance reputation, build trust and reinforce loyalty.

The best way to ensure you get the maximum Advertising ROI is to engage a creative agency that knows the media landscape to get the maximum advertising ROI.

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