CROSSBEATS: The Upcoming Consumer Electronics Brand & Their Content Marketing Initiatives
By Rachit Juneja
April 20, 2021
“At Crossbeats we combine expertise in market research, customer behavior, and consumer psychology during the product development and ideation stages in order to understand the specific needs of the modern dwellers.” - Abhinav Agarwal, CEO Founder, Crossbeats.
Crossbeats is a consumer technology brand for the new Indian youth, offering smart tech products that constantly push the boundaries of science, art, engineering, and technology. We are a lifestyle consumer tech brand driven by progressive values, minimalist design, and inspired by current movements in fashion, art, and music. Our philosophy is simple. Clean aesthetics, user-friendly features, and heavy attention to detail. Our mission is to create unique experiences in the intersection between lifestyle and tech that enrich people’s lives. With a genuine passion for new technologies and user-centric innovation, we aim to create products that define our time. For every mood, for every moment in your life.
Every product from Crossbeats is designed with one mission: Live, Love, Listen and Enjoy the limitless possibilities.
We got in touch with Abhinav Agarwal, CEO Founder, to find out more about their Influencer Marketing initiatives and here’s what we found out:
About the Product Category and Messaging for the brand:
“Crossbeats renders to the new Indian youth. There are a plethora of brands in the same segment in the Indian market, but what makes Crossbeats unique is our product line-up and what they offer. At Crossbeats we combine expertise in market research, customer behavior, and consumer psychology during the product development and ideation stages in order to understand the specific needs of the modern dwellers. Our target audience includes sports enthusiasts, audiophiles, working professionals, and the new-age youth, and our products are uniquely positioned for the same in terms of style and performance. Our mantra is to evolve with time and in accordance with innovations in the market.”
For a particular campaign, how do you decide on influencer marketing for it?
“We started experimenting with Influencer Marketing very recently, on our social media platforms. We choose influencers on the basis of the audience we wish to target, along with the kind of content they produce, their resonance with the brand, follower base, etc. Engagement rates are also a very important factor that we take into account. Influencers’ interaction with their audiences and audience response to content produced is integral.”
How do you measure the RoI?
“We measure ROI based on the campaign objective. Sometimes it is all about brand awareness and those campaigns are harder to quantify in terms of ROI. When we run sales campaigns or promotional campaigns, those are much easier to track as we work directly with influencers to onboard them on our tracking platform and through various analytics, we are able to accurately understand the performance.”
What is your opinion on long-term associations with influencers?
“The stronger an influencer’s relationship is with a brand, the more committed and invested they will be in campaign results. With so many influencers sprouting up, the challenge is in identifying the ones that really make a difference and the ones who share the same core values as the brand. It’s no different than having a brand ambassador. When influencers love your products and love working with you, it will shine through in their work. They know that if they go above and beyond on a campaign, they will be rewarded with future projects. Building a longer relationship with influencers also makes launching new campaigns much easier as they know the brand and can easily create content around it. Also having a consistent face provides more authenticity to the brand”
What is your opinion on social commerce and using influencers as affiliates to sell products?
“Influencer marketing is a great marketing tool. All of us might belong to different kinds of professions, but at the end of the day we are all on the lookout for entertainment, and that is the kind of content these influencers are creating. Influencer programs are an upcoming thing, and I believe it is something most brands should invest in. Marketing products through influencers form a deeper connection with audiences, so it is most preferred by brands to establish trust and credibility.”
Besides influencer marketing, what are the other 3 most rewarding activities in your marketing campaigns?
“Apart from influencer marketing, we do giveaways or contests on special occasions, questionnaires, and surveys, and create engaging content on our social media platforms.”
How has Covid 19 impacted your market?
“Covid has definitely taken a toll on all kinds of businesses, big or small. Being a very closely-knit team who love working and ideating together, working from home wasn't very fruitful in its initial stages. Apart from that, when Covid was at its peak, shipping and delivering products was also a major challenge. However, when the lockdown was slightly lifted, we saw a spike in our sales as dependency on consumer electronics increased as people started working from home and kids started attending school online.”
What is a recent trend in influencer marketing that you think is here to stay?
“After TikTok, Instagram Reels have become a very popular medium to create content nowadays. Many influencers are resorting to creating reels for short, crisp, and interesting content. People’s attention spans are also becoming shorter, so they prefer content that is entertaining and snackable.”
Conclusively, as evident from Sheeko’s Activity Graph and BrandScore Ratings, Crossbeats has been moderately active on digital platforms in the past year, and since the inception of their Influencer Marketing initiatives post-December 2020, there has been a significant increase in their numbers.
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