Its range of products will help ecommerce companies of various sizes to attain scale quickly
BestMediaInfo Bureau | Delhi | January 12, 2015
Torque Communications has launched a PR start-up kit for e-commerce firms seeking to build brand recall to reach out to customers, create networks and build valuation. Building on its experience of building brands, engaging communities and creating reputation, the agency has launched a range of products that will help ecommerce companies of various sizes to attain scale quickly.
The start-up kits range from an off-the-shelf ‘Do it Yourself’ pack that equips entrepreneurs to create their own strategies and execute them based on their domain to short duration PR booster programmes that help ecommerce firms quickly establish a reputation. Torque’s products for the space also includes Media Engagement training, Crisis Communication and Investor engagement programme. E-commerce companies can also opt for a PR programme to build their own business network. All the products have been designed to suit different budgets and formats and will be curated by dedicated resources.
“Most ecommerce companies – big and small – are high on reach, focussed on building customer base and wafer thin on reputation. Shops are getting set up without too much attention to key facets of customer behaviour – trust, confidence and credibility – despite very large amounts being spent. E-commerce firms also tend to focus too much on owned media over earned media – digital, mobile and offline. The most likely consequence will be a domino effect which squashes everyone when a category takes a hit. This was quite evident during the wipe out of app based cab services where customers saw no distinction between different service providers despite the high decibel advertising and huge digital engagement. The Torque Start-Up kit will help companies calibrate their brand reputation in tune with their brand reach,” said Supriyo Gupta, CEO, Torque Communications.