Dr.Anil - Marketing Musings
A marketing and advertising blog that carries the latest information about the current topics in the field of marketing. It is for people who always wanted to ask about specific topics but did not know where to ask them.
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August 14, 2024
July 21, 2024
When insulting customers becomes your USP (Unique Selling Proposition)!!!
I keep finding videos about this guy on my feed. Some find his kachoris to be excellent and some extremely bad!
What is puzzling is this person's extreme rude behaviour. He is seen mouthing obscenities aimed at customers. He calls a customer "son of a pig". My point is if you dont like this guy then don't patronize his shop. As simple as that.
The most appaling thing about this shop is the way the curry is scooped into the container made of leaves. It is sloppy and we can clearly see the spilled gravy. It is very unhygienic and it is true with many street sellers.
These street sellers think that speed is the only thing that matters and they throw egg shells with impunity on the street. I have also seen dosa makers flip that extra batter at the edge of the tava directly on to the street. Many have developed quirky and funny ways of making these street food.
For me the end product matters and I am not really impressed by the threatics. Threatics are best left to the actors!
June 26, 2024
Unlocking the Power of Experiential Marketing: Transforming Audiences into Advocates!!
Companies face a double whammy. They must think outside the box and invest significantly, as the media landscape is vast and highly fragmented. Creating a buzz around the brand and its promotions is essential.
Experiential marketing is a marketing strategy that creates unique and memorable customer experiences to engage with a brand.
Handing out freebies and free samples simply doesn’t work any longer. Companies and brands must generate the "oomph factor" to make their brand stand out. Create a buzz that gets the customers talking and engaging with the brand. Create a unique experience that encourages people to share their engagement on social media. The promotional campaign should become the talk of the town, attracting enthusiastic participation in the experiential marketing effort.
Here are some highly innovative experiential promotional campaigns that evoked the "Voila, wow, c’est excellent" (Wow, that was excellent) feeling among the target audience.
ASICS Sports Shoes
June 21, 2024
ESAF Small Savings Bank's Dabba Savings Account - Inside the Dabba but innovative out-of-the-box thinking!!
Women
are the backbone of the rural economy. Rural women manage everything, including
the farms, working silently and without complaint. Once they are educated and
empowered, the entire economy flourishes.
The
population decrease in South India compared to North India is due to higher education among all sections, including women. When a woman is educated
and empowered, she will have a smaller family, irrespective of her religious
affiliation.
Traditionally, women stored the surplus money in the rice container (sacred rice). They would bury it deep in the rice. Many stored cash in the Populla
Dabba too. Women store their surplus Cash in a kitchen container or dabba! But
the problem was that the other members of the family also knew about the dabba,
and they would frequently take the money without consent.
ESAF Microfinance Bank hit upon a bright idea. It came out with an Inside the Dabba idea. Rather, very out-of-the-box thinking!! The scheme was the “Dabba Savings Account.”.
ESAF gifted a stainless-steel rice box to every woman. From the outside, the rice container looked like any other rice container.
The lady could store rice in the upper portion.
Every
week, the women go to a designated area in the village and deposit the saved
money with ESAF bank officials. They got a passbook, which showed the deposited
money. The money thus deposited earned interest.
EASF
went a step further. It tied up all the shopkeepers and Kirana shops in those
villages and supplied them with payment machines with embedded microchips. This
helped the women make seamless purchases without paying cash.
They
could pay at these shops with the money that they have in their ESAF bank
account. The Aadhaar card was the interface, and the women could pay money
through biometrics. All the transactions were visible through SMS on their
smart or feature phones.
Brilliant campaign, ESAF! It identified a cultural nuance and came up with the concept of helping rural women. ESAF has expanded its own footprint. It also tied in with the local shops to make the process of using the deposited money as effective as possible.
ESAF
understood that rural women save for their families and that the saved money
would be used to buy household items. Thus, the entire rural economy would
benefit from the catalyst, the ESAF Micro Finance Savings Bank.
June 20, 2024
Brilliant Advertisement - Hats off Colgate Visible White - An Absolute Man biting a Dog!!
I often tell the students that it is not news when a dog bites a man. It is news when the Man bites the dog. Do something that makes people wake up from their social media-induced slumber and take notice.
We are swarmed and bombarded by messages resulting in overexposure. Most of us are jaded and are no longer stimulated adequately by media and promotional messages.
So how to cut the clutter, especially in Print Media? Print media is no longer the darling of the masses. The readership is dwindling and many advertisers are questioning its legitimacy and relevance.
Print media still has a huge charm. Print media is seen as more reliable, and more responsible and it has the advantage of featuring an advertisement that can linger for a longer period and make a long-lasting impression.
The precise reason why Colgate's visible white campaign chose print media. Check out the advertisement. at first glance, the ad looks innocuous but at a second glance, it looks as if the Colgate Visible ad is occupying the bottom part of the paper ( Like a solus or a single ad).
But then we scan down and read the caption "Visible White Saamne Aaye, toh Achhe Achhe Daant Chupayien (Meaning that even famous people hide their teeth when they come face to face with Colgate White or a person brushing their teeth with Colgate Visible white}.
For a microsecond we are nonplussed. We don't get it and the people featured in the News items catch our attention. The movie watcher, The couple on a Goa trip, the Girl with the VR device, the author at the book launch, and the traveler to a foreign country are all "HIDING THEIR TEETH".
Then it hits us. THE ENTIRE PAGE WAS AN ADVERTISEMENT. The ad drove us from itself to the so-called "New Items" Presented in the regular newspaper format.
This is a brilliant concept. Well thought out and superbly executed. The next page also has an ad of Colgate Visible white.