Gandhi Advertising
https://www.instagram.com/p/CUXwjmasn2x/
Gandhi's advertising is completely visual, relatively simple, but very eye-catching. It has worked well for them because they have known how to keep their audience interested for 16 years, which is why it is considered a success story.
Advertising for the Gandhi bookstore can be found in various places, including its physical stores, social media, website, cultural events, online ads, and literary events.
Alberto Achar, founder of Librerías Gandhi, proposed the idea of a different kind of advertising to attract new readers. He created a marketing department, which served to unify the concept and conduct research on readers and consumers of his bookstores. Thanks to this, the results were not long in coming.
They won awards from AMAP (Mexican Association of Advertising Agencies), which underwent a transformation process and became AVE (Alliance for the Strategic Value of Brands) and Círculo Creativo (Creative Circle).
Librerías Gandhi offers different types of promotions. They not only sell books of all literary genres, concert tickets, and albums, but also services and promotions that will make your user experience feel unique.
They conducted market research to find out how their consumers perceived them, realizing that consumers thought that only intelligent people would enter one of their bookstores. As a result, they decided to update their image so that their target audience would change their perception and become interested in visiting one of their stores.
In stores, their marketing team unified the image and design, because they had different furniture and did not have a policy on the use of space for suppliers. When they made these changes, they had not yet developed any advertising campaign, and people were already noticing the changes, getting them free publicity. By the time they launched their advertising campaign to notify people of the changes, people already had them in their sights in a very positive way, bringing them sales and more publicity.
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https://www.instagram.com/librerias_gandhi/
Another of its advertising strategies was to change its ads. At first, they were only printed and contained words that only a certain percentage of people could understand, while the rest, who were the majority, could not understand them fully. They were made shorter, with purple letters and a yellow background, resulting in the design we all know today, or that we have seen at least once for different reasons.
They had a limited budget and could only put up one poster in a very good location. At first, it was not well received by the public, who considered them intellectuals, especially since they were their main consumers. However, they achieved their main objective, which was to increase sales or the flow of people entering their stores, thanks to which their brand was noticed by more people.
It is worth noting that it is a creative, persevering, patient company that knows its customers and gives them the importance they deserve. Gandhi bookstores are not afraid to take risks with new things, and that is a key factor in their success.
They no longer sell only physical books; they sell audiobooks, e-books, and accessories such as office supplies, school supplies, games, toys, collectibles, and home and decor items.
How does Librerías Gandhi advertise its products?
- Advertisements in traditional media: advertising in newspapers, magazines, radio, and television.
- Digital marketing: online advertising campaigns through Google ADS, social media, and websites related to reading and culture.
- Email: sending promotional and informational newsletters to your database of customers who are already subscribed.
- Events and collaborations: participation in cultural events and activities.
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Gandhi bookstores, marketing that really works.
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