Titan undertakes viral marketing initiatives via employees

Bangalore: Baby''s Day Out turned out to be a huge Hollywood money-spinner. A similar story could be brewing at Titan Industries, which has announced a viral marketing initiative branded, Titan''s Day Out, that involves employees.

1 September will see the ''Titan viral marketing brigade'' comprising Titan employees across eight cities, including Bangalore, Mumbai, Delhi, Chennai and Pune, communicate the company''s latest exchange offer (old watches for new at a 25-per cent discount) to anybody outside the Titan family.

Each member of the viral marketing team has to contact at least 10 people and tell them about the on-going exchange offer. To do this, they have to undertake any activity of their choice to spread awareness about the offer.

According to Harish Bhat, COO, watches, Titan Industries, the company hopes to make Titan employees feel like an integral part of Titan''s success through this initiative. Any Titan employee, from the management echelons to the courier boy, can register for this programme on 1 September and communicate with the public at large about the exchange offer. This endeavour spreads marketing activities at all levels and all functions like IT, finance or even HR, than just the marketing teams.

According to Bhat, the individual has the freedom to come out with innovative promotional methods, be it leaflets, meetings in apartments, SMS, e-mail, or any other mode of communication.

The company is of the view that such efforts at internal marketing, which involve employees, create a win-win situation for both employers and employees.