Ol Rite, ladies and gentlemen, I have an interesting challenge for all you marketing guru’s out there. There is a new TV soap coming on BIG Magic called, Chulbulay Bulbule.
Okay, so what’s the big deal in a TV soap?
There aint a big deal here, but how do you market this ‘another in line’ comedy soap so well, that the audience get engaged and never again forget the name. How do you create a solid brand recall to the name, while keeping the marketing budget low? How do you innovate?
Lets get the marketing folks running their brains now!
So this is where it all begins. Marketing folks on the design table, understanding the TG from the client. Rattling their creative brains, they get together to design a powerful campaign. They advise the client on how to optimally choose marketing spends across print, digital, TV etc. Numbers will be shared and the campaigns will keep coming.
But there’s something still missing: Listen Hard!
Listening skills are great if you have them as a strong point. If you can strongly listen to someone and filter the information and structure it your way, it becomes far more easier and effective to create powerfully engaging propositions.
In the name of the soap above, it’s ChulBulay Bulbulay, the 2 words ‘heard’ mutually exclusively have an interesting product being spoken about which is also an engaging experience to make and anyone can make it actually: bulbulay! Yes, you ‘heard’ me right. Its bulbulay! BulBulay for the English folks are small water bubbles.
The most common of these can be seen each night at the India Gate Lawns.
User Behavior and Engagement
To make a bulbula, you have to pick up that soap filled water and blow a stream of air from your mouth on the plastic holder, which makes water bubbles light enough to float in the air, which you then love to burst!!
Open the IMPACT magazine and you will find something interesting this time!
The IMPACT magazine, printed by the exchange4media group in India, comes with one such plastic tube with soap water inside which upon opening simply gives you the instructions to make water bubbles. The plastic tube is obviously branded with the name of the program to be aired soon.
Interestingly wen you open the magazine, you notice this insert and you open the tube to make bubbles. This is simply such an amazingly engaging activity, which gives you instant results which you love seeing. In this too very complex world of advertising and marketing, a simple proposition which the customer engages with himself/ herself is fantastic.
High recall and stickiness with fantastic engagement in a highly usable manner!
The usability of the water bubble tube is so high that anyone can do it and hence the proposition reaches out from the magazine reader (professional) to his family (wife, kids). They as much engage or even more, with the proposition. Its a good learning from this exercise which effectively makes the marketing campaign absolutely simple and highly engaging. The simplicity and ease of understanding is another.
AdAsia was sure an interesting event, one which I missed. Interestingly I got to know that exchange4media got it all covered on Video. I found this valedictory keynote by Indira Nooyi, Chief, PepsiCo, worth a share. Hear Indira talk about Leadership and Governance and how it went missing and what’s the road ahead!
Now I know almost each one of you seeing this post must have seen either on hoardings or on YouTube or on television the strange advertisement wherein a Bikini clad babe (nothing hot about her) emerges out of the water and suddenly what pops is a message about JK Cement.
For those who haven’t yet seen this one and haven’t had another ounce of blood added to their system by laughing out loud, here’s the ad:
The first question which comes to my mind upon seeing this advert is : why the hell did they do this and who approved of this. Call the agency head, they need to learn a lesson or two. Anyway, all said and done, who handles the marketing for JK Cements, who actually approved of this ad. Did he/ she (I doubt if it was a She) think that a bikini clad woman will sell their cement.
I mean let me talk from personal experience. The place where I stay, about a year and a half back we got a new construction done from scratch. And obviously it was not all in the hands of the builder, I did my strong research. Went ahead knowing about many different Cements and which ones give what and finally in my list of the top 2, JK cements was not event there, infact in my list of top 4 there was nothing. A Cement is not just about strength, its about many other things. The composition matters.
So coming back to the point, this advert with freaking bill boards all over Delhi and to top it all, on the Delhi- Jaipur highway, with this woman a little darkened (did her skin tanned while being in the sun on the billboard?) makes no sense to me.
Advertising surely can be dumb, look at TATA Docomo’s advert’s with Ranbir Kapoor, if it sounds intelligent to you, well, then there’s a sense of dumbness in you!
Well, to end this one on a very confused note, well, I did not like either the babe, the Bikini was cheap and to talk about the cement, well, please read the post again!
Happiness comes branded now and I am not kidding. Take a few seconds to close your eyes, before you actually read this post further. Close your eyes and confess, how much time do you get for your family while you are working? Whan all do you really go out and have un-adulterated fun?
Which all times has this thought NOT cross your mind, that of savings and increasing prices and money management?
I bet, almost everytime. In the times that we live today, when almost everything around us is changing rapidly and the race to earn more towards a better future is where you will find everyone running, the great fun times with all the love with the family is becoming a concept.
Now save everytime when you have fun with family!
No, I aint kidding, now you can actually save every-time you either shop for clothes, have a fun time at a sports centre, take a health package, go for a dinner, buy flowers, get your hair done, order pizza, stay in hotels, work it out in Gyms, shop for music, movies, take ayurvedic massages. These are actually some of the most common things which we do with family, while we have the time.
Lets take you on a dinner in Delhi
A good dinner in Delhi for 4 people at a fairly well placed dine-in will cost about INR 2500- 3000. What if you save 20% on this bill, which will be INR 600 on INR 3000, which obviously is not a bad deal!
Penny saved is a penny earned
Someone very wise once remarked: a penny saved is a penny earned. And in times that we live today, being a little smart can help you save many of those pennies. From small to large, the most known retailers of the country today are reaching out to these discounts and deals sites to increase sales and footfalls. The list is endless.
The catch with these sites is they wait for a tipping point, as a group buying discount. You get the deal only if the tipping point reaches, else you get your money back
But obviously if I love something, I would not wait for many people to love it, before I have it with me for a discount. That’s where I feel the Amity Synergy Discounts Card wins the game. With almost every retailer across the country giving exclusive deals to Synergy Discount Card, all you need to do is to flash the same wherever you go and wallah, you will get anywhere between 10 – 50% discounts on some real useful products.
From Pizza hut to S. Oliver, Vibes to Yo! China, from Hotels in Jaipur to Book shops in Gurgaon the Synergy Card is active pan India.
Aah sometimes a good evening with a few intelligent brains over some quality wheat beer from Belgium makes for a lot of “common sense”.
While with @1aditithakur recently at the famous Beer Cafe in Delhi, the conversation started with the shopping experience in the mall and it moved onto the limitless gyaan on branding. Finally we started discussing brand and brand names.
Your Name: how does that change the taste of the ketchup?
So we got served these potato chips with a ketchup which read Heinz. Lets say I don’t care a dime whether I am eating a Heinz OR a Kellog’s for my breakfast till the time I am liking what I am consuming. I mean just by naming my restaurant (if I open one) Mc Paritosh OR Mc Whatever will I become a super duper hit? I have this craving for a good coffee badly, Starbucks, does it tops the first thought on my mind, to be honest NO. Starbucks as a name is a no-name when it comes to coffee. Does it sound like one to you?
LG, Samsung, Honda, Maruti how do they sound like a car? Do you hear engines revving up in your ears the moment you hear these names?
I am certain about something, these names don’t drive me to buy them!
I believe spending those crucial multi million dollars on creating that ohh so amazing Brand Name is all a bogus concept. Well, yes! those ohh so cool, award winning at Cannes branding majors might disagree with me. But then they have to, isn’t it? The bread and butter comes from there!
What’s my take on this?
Its simple (not the way Ranbir Kapoor makes it dumb in his Docomo Ads). Its simple in the way that, people buy what gives them performance. So whether it is normal petrol OR some buster muster premium petrol, if my car gives me the best performance with normal, I am okay with calling normal as normal and buying it.
Brand Logo’s: I learnt this lesson from my 3 year old nephew. He bought this helicopter with a remote control but what appealed to him was not the branding which came with it and not the colors, but he got excited when he saw how fast and high the helicopter actually flew.
In my view what in reality leaves a strong recall with your consumer is your product/ service. If you are in the services industry you ought to understand the experience which your customers derive from your service. The experience is what drives him to ‘choose to buy you again’. If you are a product business then, making a Kareena bath in a bathtub with lots of soap on will not sell your soap. that’s DUMB. Your product must in all manner fulfill the promises you are making with your customers.
And the beer ended: the result
While we ended with the binging, we both (had to) agree with each other (he he) that brands must invest in places where it counts for the customer and in creating an experience. Yes, you can always be a Godrej basking in the glory of the brand re-organization drive which says that their brand is valued at a few billion dollars (I need to check the number again). But lets keep it at bay for now.
The Youth! Yes! that’s what this one is all about. The Youth Marketing Power Panel by TiE Delhi- NCR was recently announced and has already started garnering some good response from all quarters.
Another event on marketing: NO
This one comes with a difference (as they all say, but this one does). For records, there is a Taxi Driver from Varanasi as one of the awaited speakers and I am not kidding about it. I have confirmed news from many in-house sources
And not just that, though this is not a public news, some of the Power Panel speakers, I have gotten to know about are major names in the Industry and have proven their might with innovative products and service offerings which have powerfully engaged the Indian Youth.
The news of the event is all around on the TiE Delhi- NCR Official website, facebook, Linkedin and twitter and its buzzing with action on all accounts.
Where is the event and How do I register?
The event is to be held on 13th may 2011 at the PHD Chambers of Commerce, August Kranti Marg, Hauz Khas, New Delhi. Registration is simple, all you need is to click on this link: REGISTER HERE! Currently the only mode of registration for the event is through online payment.
Would I get to network?
Another one of those internally confirmed news that I keep getting, the event will host the one of its kinds, speed member mixer, wherein you will be allowed to meet the panelists one on one with a 30 second pitch of your business. Who knows you might just crack the lucky pot!
Can I see who all are coming to the event?
This is a public news, so I can surely say, yes you can. All you got to do is, become the part of India’s largest entrepreneurial network called: Entrepreneurs-Ship, where you have to RSVP for the event and once done, you will be able to see who all are coming to the event and hence pre-network with them!!
The TECHSPARKS is back and so with a bang. the Delhi round-table is round the corner on 7th of May 2011. Though it needs no introduction, if you want to know more about #tsparks click here.
Delhi sure is going to witness a flurry of entrepreneurial activity on he 7th of May 2011. And why would it not happen, when, you have some real exciting names in the industry spanning the mobile to the venture capitalists joining the discussion.
I would have loved to present a sneak-peek into the action, alas it all got announced a while back by YourStory. But still to give you a little knock on your door for the action which you can expect at the event, the exciting speakers on board the Delhi edition are:
Well, if you are still wanting some more, here you go with a fantastic video introduction to the TechSparks 2011:
I remember while I used to work for a company in New Delhi, about 2 years back, I used to travel about 35 KMs one side each day and hence Radio in the car was one of the best companions.
One of the most intriguing channels undoubtedly in Radio was Meow FM, the one of its kinds Radio channel targeted only at women/ female audience. My reason of listening to this channel was obviously to understand how well is it being received and is there any engagement at all with the listeners.
Its been a long time though, but I still vaguely remember a late evening show by an RJ called Ginni, the show sure was one of the best in the scheme of things the channel had.
BUT – RE-BRANDING?
If the channel was doing well and the shows were picking up, what was the sense behind re-branding the same as OYE – Sabse Filmi?
Its an interesting thought. Recently while in conversation with a close friend in the industry, I learnt of the fact that the Indian consumer has very varied ways of consuming and engaging with content. My point was, now that the fairer sex is far stronger and has more freedom, Meow FM should have worked out very well. Infact it should have created a one of it’s only kinds establishments across India and possibly a new and very focused platform for advertisers with a target audience.
Perhaps I overlooked the numbers. OYE – Sabse filmi, is far from being a women only focused channel. Its a generic radio station like many others we already have, Radio Mirchi, Radio One, Big FM and the rest. There is nothing new as anyway even the other channels play bollywood stuff 24/7.
LETS LOOK AT CONTENT and the NICHE
Since the same time as I used to listen to Meow FM, I also became a big fan of HIT 95 FM, the only Radio Station which plays only International Music (English majorly) 24/7.
A fantastic business model of 3 RJ’s only chugging along throughout the day and well, people sure did engage on their games, contests etc. I myself have won twice on two separate occasions on their shows.
But recently while talking to a close friend again I got to know that somehow its not really working out too very well for them and may be there’s a possible sell-out on the cards. (Disclaimer: this is an unconfirmed piece of text and hence has no substance to it).
SO WHY ARE NICHE RADIO STATIONS NOT WORKING OUT TOO WELL?
Well, Sure, Niche radio stations have the right mix of content and are targeted towards a particular audience, but somehow there is a flaw in the business model, such that not many of them are able to sustain their niche status throughout their lifetimes.
Lets look at the various things involved and try breaking it down:
Content
Primarily you listen to radio as a along-side activity, while you are already engaged in doing something else (Eg: while driving, while cooking, while writing, while travelling) etc.
Content obviously is a major pull here. If you don’t play the right kind of music, well, sure you are going to put off your listeners faster than you think, coz to change a radio station is now as easy as to click/ press a button, which is far easy than to listen to a song you don’t like.
Niche radio stations have pretty much the same quality of content, they play the same kind of music as many other generic radio stations do. They have as good RJs, who can talk as well, as their counterparts.
Advertising opportunity
Obviously one of the major most revenue streams for any radio station is the advertising. Its actually a catch 22. A listener is most likely to change a radio station while an advertisement is on and generally the radio stations have these 2-3 minute advertising slots after a couple of songs, which sure is a dampener.
Though there are new model like 40 minutes non-stop music and the rest, but still advertising at a certain point in time works, the rest it leads to clicking of the button and changing of the frequency.
Niche radio stations are good advertising platforms as they command a higher and focused niche target audience.
Outreach
In the metros, we have a fairly well read and aware target audience, especially amongst the fairer sex, hence it becomes all the more attractive, with the decision making capability and buying capacity well in the hands of the target segments, these niche radio stations cater to.
When all is well, what are the reasons these niche radio stations are yet to pull of f a solid show?
In my view, what is lacking is a solid business model. The niche radio stations must look at engaging their audience through other media such as the Online media. Eg: creating an online community of Women in Delhi/ NCR. Such a database once segregated will give them another advertising platform and also will keep the audience engaged 24/7, by proliferating content where the audience are.
A solid and properly segregated database adds to the valuations of these niche radio stations and gives them a whole new platform to increase the outreach of their content, while maintaining their cost of delivery.
Over the past couple of months, while supporting many clients in creating success with innovative New Media efforts, by helping them reach out to their target audience, a good chunk of what we do is RESEARCH on the CONSUMER BEHAVIOR.
Now obviously, I am not suggesting that we work only for products. But to create success with any client, we have to understand the target segment in a much deeper manner. Many a times, interact with the same if need be.
The Female Consumer
One of the interesting insights emerging overtime has been that of the female consumer. Now at very stage of her life a woman is a consumer of products/ services, like every other human. But specifically if we focus on the age group between, 18-35, these are the mot active consumer segment.
The Other Day at The Market
I was at Lajpat nagar, one of the biggest and the most crowded markets in New Delhi. Standing in front of a shop, I witnessed a pattern. Right parallel to where I was standing was a shop with a dingy staircase which led to a small shop on the first floor.
To attract customers, (the ladies) this shopkeeper, had two guys standing downstairs, shouting at the top of their voices, jeans – denims, tops, madam please aaiye, ekdum naya stock hai (madam please come and visit us, we’v got all new stock with us)! And i noticed many women just went past, without paying much heed to this guy!
Suddenly this group of almost around 12 ladies came and this guy shouted the same words, and they went past, only to return back, when this guy shouted again, Madam sab SALE mei hai (madam, we’v got an attractive sale). And suddenly there was a whole group of 12 ladies walking upstairs.
Now obviously I looked at the guy shouting and we both smiled across, understanding each other’s mind.
What Does SALE does to a Woman?
I went across to almost majorly all women I know and did an impromptu study as to how the word SALE changes the decision making behavior of a lady in the mentioned age group. And I was astonished to see it, almost all women react the same way to the word SALE.
The SALES CYCLE
To understand the SALES CYCLE:
upon hearing the word SALE, majorly all women, immediately get interested
even if they have enough of it, they may still consider stocking up the good, just that it is under SALE
many women, also believed that this SALE concept, is just for eyes and actually has no relevance, but still they said, they get so interested when they hear the mention
Interestingly SALE as a word has a common perceptive level effect on women who then go through respective sales cycles in their minds, while making the purchase.
As influential the female buyer is becoming, with the new generation being in a way led by women, the purchasing patterns of a family are going to largely depend upon how the leading lady decides. Corporate hence have to align themselves with the thought while creating products which are to suffice the mentioned target audience.
Come find the soulmate for your daughter or the dream woman for your son on a website which says in its facebook ad:
Single available women and Get Sexy Babes on Your Desktop for Free and Looking for a girlfriend??! SHOCKING?? Well, yes, it is. I know of many a parents who are in the search for the suitable matches for their children and this is what the social networking site facebook says about this famous matrimonial site.
Let me put things in perspective now. While going through the facebook Ads, and randomly clicking on an Ad which said Single Available Women, was not my thing, but when it said, find your soulmate today at Shaadi free, I was hooked.
Is this a DATING site, I am going to? This is how my profile will be shown on an Ad tomorrow? Is this where I wish to find the best match for my son/daughter who are my future?
Is Shaadi.com not even clear about who they want to target the site to?
I today question the working of these so called matrimonial sites. I remember one of my research team members doing a research on matrimonial sites, sometime back, while I was consulting a new free matrimonial website in India, though I never knew this is what they will resort to, for generating traffic to their site.
Would you ever want your daughter’s picture on one of these Ads, saying Single Available Women!
I understand and agree that “Single available women” simply says that we have single women who are available for marriage on our site, but I protest by saying that there are better ways of putting across the message.
I have my own personal profile on Shaadi.com, though I dont use it and neither I would ever, but today I have a major doubt on their ethics. I dont know if my personal details are being shared across with some other site?
Just to earn clicks if this is what a site can resort to, to earn money they can resort to sharing personal data as well?!
The above captured URL’s (which have been sent to me, by a great friend, who is the founder of one of the best Design companies, and hence could capture the fast changing and re-directing URL’s) are PROOF how Shaadi.com guys are using indirect re-directs through third party hosts, to make you land up to their “Sexy Babes on Your Desktop” register page.
I call upon followers to show concern, as this is a matter of high priority where a single mis-representation of someone’s identity could harm an entire families reputation.
"We thought we understood social media marketing and seo optimization fairly ok but after our one on one session realized many of the fundamental mistakes we were making plus learnt many new tools. Overall an investment I would recommend every entreprenuer to make"
- Nidhi, Founder CEO, Pinnacle Works
Over the past couple of months, while supporting many clients in creating success with innovative New Media efforts, by helping them reach out to their target audience, a good chunk of what we do is RESEARCH on the CONSUMER BEHAVIOR.
