Company Spotlight: Yardstick Marketing

Yardstick Marketing Management is an integrated consultancy that delivers accountable, effective and thought-provoking PR as well as handling all aspects of media operations. We asked founder & CEO Anishkaa Gehani to tell us more.

Tell us more about what you do?

Yardstick Marketing is a boutique marketing consultancy with marketing professionals skilled across all facets of marketing and communications, working passionately with various brands to align their communication strategies with their business goals. Established in 2012 as a core marketing firm, Yardstick has evolved as an integrated communications firm. We offer a wide spectrum of marketing and brand management services across disciplines of Communications, Strategy, Public Relations, Digital Marketing, Advertising, social media and designing to home-grown and global companies and across industries like lifestyle, IT, automobile, consumer goods, real estate, healthcare and entertainment.

At Yardstick, we focus on clearly understanding our client’s vision, assessing their market perception and positioning. Based on the assessment, we create a strategic customised plan and by integrating the right mix of media tactics, we help them narrate their success story. As a communication partner, we responsibly manage the perception and brand credibility of our clients.

What made you set-up Yardstick Marketing?

My passion for the communications industry has led me to create a fully integrated marketing communications firm. With a vision to make a real difference to businesses, I started my entrepreneurial journey with setting up Yardstick Marketing in 2011. I have always been passionate to reach new milestones in communications. At Yardstick, we have been successfully integrating communication campaigns for brands with a strong emphasis on reputation  and credibility of our clients.

How do you help entrepreneurs and business leaders?

There is a lot of clutter and noise in every industry. The ability to effectively communicate with the right messaging can help you cut the noise and reach out to your audience. Being an integrated communication firm, we are helping businesses through raising awareness with unique communication campaigns and boosting brand’s positioning in their respective industries.

Leveraging our in-depth understanding of media tactics and capabilities to tell the engaging stories, we are building successful campaigns for companies and brands in various sectors like lifestyle, education, finance, healthcare and technology.

Keeping a constant watch on the changing trends, we recommend and handhold businesses to adapt and evolve. We strategically help our clients connect with the people of high credibility, be it media, industry platforms or other brands. We have helped new businesses reach their funding goals by pushing the brand on relevant portals where the target audience is a pool of investors.

Which client projects have been a success?

There is a lot of awareness in the healthy eating space in the Middle East region. However, there is very little adoption and uptake to embracing the lifestyle. We recently worked on a communication campaign for a budding brand in the organic food space where our objective was to create an e-marketplace for organic foods and gain loyal customers while encouraging a healthy switch to lead a happy lifestyle.

Our approach was to create a buzz around the launch of the online store in the UAE region and create visibility for the brand.  We also leveraged the founder’s passion for encouraging people to adapt to the healthy lifestyle and positioned him as a catalyst and a thought leader in the industry.

The marketing campaign was designed to take the brand to the next level by raising the capital and growing the business. The 3-month long campaign resulted in collaborating with the right micro and macro influencers resulting in more than 500,000+ impressions on the page and 250,000+ website clicks. The integrated   campaign generated over 150+ pieces of coverage in print and online publications with a PR value of more than $USD 500,000. The marketing campaign resulted in 65% more clicks on the website within the first 2 months of the campaign. Also, the personal brand building exercise for the founder resulted in the brand being shortlisted to present at the Middle East Shark Tank. Upon evaluating the campaign results we witnessed a great reception from the audience in appreciating and acknowledging a healthy lifestyle.

How can our readers find out more about you?

We can be reached out through our website

Instagram: @yardstickmarketing


Editor-In-Chief of Bizpreneur Middle East