In my previous post I mentioned about this new funda of Whisper Marketing. After burning a lot of midnight oil in the internet and book biting, I knew it was no different from WOM/Buzz Marketing which resurfaced in it’s new avatar with a fancy term called Whisper Marketing (No, I ain’t talking about marketing Whisper brand of sanitary napkins)
As you all know word-of-mouth needs to be spread, spread through someone. So the first element of any WOM is to find the right Brand Evangelist. Screen them, scrutinize them and keep them secret. Once the appointment is done…leave them in the market. There are no limits to how far reaching it can be. People love good stories and keeping that essence in mind, “Talkers” can choose any medium to propagate, but the cheapest will still be talking.
So here’s to the Talkative, a ‘Tell-your-friend’ program:
1. Animal Planet is such a beautiful channel. They can increase their viewer ship tenfold by starting a ‘small talk’ exercise. Brand evangelist visits all vet in the city with the sole purpose of spreading the good word. The channel is looking for the best pets in town. The funniest pets, the fattest pets, the disobedient pets, the ugliest pets and so on, as part of their India show. The vet in-turn speaks with the pet-owners to participate and spread the news to others. Pet owners can both take photographs/ videos of the best moments and send it to the channel which will be aired on a specific date. The channel can even hold a show in the respective cities and declare national winners. The cost of content generating … well you know the answer by now, I guess!!
2. Godrej Locks spreads a fear factor. Risky as it might sound, but hey it’s you who wanted to disrupt the market. Here’s how…visit the Crime Bureau and collect data of top twenty cities in India which are crippled due to frequent theft/burglary. The ‘word-spreaders’ then visits these cities with news of thief gangs and unique stealing stories to women association, offices, and apartment-owners association. They also carry good news. Good news that new Godrej Lock is full-proof, tamper-proof and the safest lock to keep things protected. He gives a demo and hands out a list to “to do things” to prevent theft/burglary. He also appoints Chief Vigil Officers & Chief Safety Officers in each zone. The word-spreader’ then refers them to the hardware dealers who sell the product. Simultaneously Godrej Locks with the help of local police and media creates content that aims at reducing crime. Too far stretched??? Well… apun ka bolti bandh!!
PS: Don’t jump to implement these ideas. Remember that old saying, “Look before you leap.”
Cheers!!
Saturday, November 18, 2006
Thursday, November 16, 2006
Whisperers in Town
Whisper Marketing is the new buzz word in the marketing world. A great post from Russell's planning blog. More examples can be found here.
I am trying to understand the mechanism myself, so can't comment much on the same. What I failed to understand is, how different is it from WOM or Buzz Marketing. Indians are the talkative types, so WOM at some level makes sense as a marketing tool. Atleast in rural India it will work very well, I personally feel.
Anyways, I am in a thinking mode of real examples of WOM & Buzz Creation for brands in the Indian context. It would be great to discuss about the same and how this funky tools can help Indian brands move to the next level. Hopefully, I'll try to post some of my thoughts over the weekend.
In the meantime, if any of you reading this post has an idea or an example, simply SHOOT!!
Wednesday, November 15, 2006
Brilliant
Great piece of work by Rainey Kelly Campbell Roalfe/Y & R. Now that's lateral thinking or whatever you like to call it. Love this piece of communication.
Treasure Trove
NMA (Newspaper Marketing Agency) is a great site for some interesting news, advertisements, facts & figures, case studies. Basically all that can help you make your presentation, point of view or knowledge base better.
Some very interesting facts about Cognitive and Brain Fingerprints can be found here. Happy Reading
Some very interesting facts about Cognitive and Brain Fingerprints can be found here. Happy Reading
Friday, November 10, 2006
For a Genuine Cause
In the marketing industry few terms which are doing rounds, the world over the last few decades, Buzz Marketing, Guerilla Marketing, Interactive Marketing, Database marketing, Engagement Marketing, Relationship Marketing, blah blah marketing and so on and now it’s the time for Cause Marketing.
‘Cause Marketing’ is believed to be an American phenomenon; it started some two decades ago with the restoration campaign of Statue of Liberty by American Express. Cause Marketing is not to be confused with Corporate Social Responsibility. Cause marketing can be analytical, promotional, reflection of a business perspective, non-profit point of view, consumer promotion but all for a noble cause. Typically in the domain of Non-profit, Cause Marketing has the potential to bring consumers together and eventually they take up the responsibility to run the show. WWF, Greenpeace, American Red Cross, PETA, CRY are all NGO’s fighting for a cause but see the way they have managed to bring consumers together for a cause.
Successful examples of Cause Marketing like ‘Dine America’ on the wake of Hurricane Katrina by the National Restaurant Association for American Red Cross, Build-a-Bear Workshop with WWF for creating awareness among children and parents alike about conservation of wildlife, TESCO Computer for Schools, Coca Cola with Reading is Fundamental (RIF) to bring back the joy of reading to American Children.
In India, however very few companies have taken up the responsibility of standing tall for a ‘Cause.’ I cannot think of one Cement Brand taking up the cause of building Gujarat after the Earthquake or a Food Brand for distributing food after the Tsunami ended in Andaman. They are either too skeptical or afraid of a possible backfire from consumers. Given the vast cultural, social, economical and geographical diversity of India, corporate world can really help build a better future for the new age Indians and bridge the huge gap still prevalent in our society.
Following are few examples of Cause Marketing that I can think off in the Indian Context:
1. The Online Matrimony Portal Brands taking up the cause of abolishing the prevailing Caste/ Creed & Dowry System for all match making done through their portals. Say for Example, they can start a campaign called, “Demand the Daughter, Not the Dowry.”
2. Online Job Search Portal Brands taking up the cause of finding possible employment for handicapped youths. They can offer non-technical jobs for uneducated young adult from the rural areas of India in collaboration with NGO’s etc, they can start a campaign, “Work your way up.”
3. Sanitary Ware Brands like Hindware, Kohler setting up public toilets in villages and other rural areas, the Cause of basic sanitation. (UNDP reports one in three Indians don’t have access to toilets). They can start an exciting campaign, “Har Subha Banao Suhana.”
4. Stationery Brands like ITC Papermate, Nightingale, Luxor, Camellin, and Linc taking up the cause of educating under-privileged children by helping them to read & write. A campaign called, “Paro, Likho aur Bade Ho Jao,” can help them gain immense mileage.
5. Household cleaning brands like Domex, Lizol, Scrotch Brite, Vim taking up the cause of educating and imparting knowledge about cleanliness and healthy living to people working as household maids & helping hands. “Hum banaye aap ki ghar swaccha,” or “Swaccha Morcha” a campaign aimed at bringing all helping hands under a banner.
6. Food brands like Britannia, Parle, Nestle, Cadbury’s, and Amul in collaboration with the Government’s Mid-Day Meal Program providing food supplies to children in rural villages. Something like, “Khana Khao, Sundar Raho,” will do wonders.
7. Intimate Wear Brands like WonderBra, VIP Feelings, Lovable, and Enamor taking up the cause of Women’s Breast Cancer. “Every Bra you buy contributes to those suffering from Breast Cancer.”
By taking up a genuine cause like the ones mentioned above Brands in India will not only generate a good PR for them but also get the empathy of loyal consumers. If brands can take a step further and engage loyal consumers to be a part of a genuine cause, they will empower the latter and build a bond which will last for generations to come. According to Prof. C. K. Prahlad, the treasure lies in the bottom of the pyramid. As Indians and people in the marketing, advertising and media industry it is our responsibility to uplift the down trodden. It can start with solving the basic human requirement as a first step and slowly moving up for a bigger, better and brighter cause. That will be the era of Marketing 2.0 in India.
To know more about Cause Marketing, visit http://www.causemarketingforum.com/
I could manage to write only seven of such causes. You can think of twenty one more like these and help build a better India. Any comments?
‘Cause Marketing’ is believed to be an American phenomenon; it started some two decades ago with the restoration campaign of Statue of Liberty by American Express. Cause Marketing is not to be confused with Corporate Social Responsibility. Cause marketing can be analytical, promotional, reflection of a business perspective, non-profit point of view, consumer promotion but all for a noble cause. Typically in the domain of Non-profit, Cause Marketing has the potential to bring consumers together and eventually they take up the responsibility to run the show. WWF, Greenpeace, American Red Cross, PETA, CRY are all NGO’s fighting for a cause but see the way they have managed to bring consumers together for a cause.
Successful examples of Cause Marketing like ‘Dine America’ on the wake of Hurricane Katrina by the National Restaurant Association for American Red Cross, Build-a-Bear Workshop with WWF for creating awareness among children and parents alike about conservation of wildlife, TESCO Computer for Schools, Coca Cola with Reading is Fundamental (RIF) to bring back the joy of reading to American Children.
In India, however very few companies have taken up the responsibility of standing tall for a ‘Cause.’ I cannot think of one Cement Brand taking up the cause of building Gujarat after the Earthquake or a Food Brand for distributing food after the Tsunami ended in Andaman. They are either too skeptical or afraid of a possible backfire from consumers. Given the vast cultural, social, economical and geographical diversity of India, corporate world can really help build a better future for the new age Indians and bridge the huge gap still prevalent in our society.
Following are few examples of Cause Marketing that I can think off in the Indian Context:
1. The Online Matrimony Portal Brands taking up the cause of abolishing the prevailing Caste/ Creed & Dowry System for all match making done through their portals. Say for Example, they can start a campaign called, “Demand the Daughter, Not the Dowry.”
2. Online Job Search Portal Brands taking up the cause of finding possible employment for handicapped youths. They can offer non-technical jobs for uneducated young adult from the rural areas of India in collaboration with NGO’s etc, they can start a campaign, “Work your way up.”
3. Sanitary Ware Brands like Hindware, Kohler setting up public toilets in villages and other rural areas, the Cause of basic sanitation. (UNDP reports one in three Indians don’t have access to toilets). They can start an exciting campaign, “Har Subha Banao Suhana.”
4. Stationery Brands like ITC Papermate, Nightingale, Luxor, Camellin, and Linc taking up the cause of educating under-privileged children by helping them to read & write. A campaign called, “Paro, Likho aur Bade Ho Jao,” can help them gain immense mileage.
5. Household cleaning brands like Domex, Lizol, Scrotch Brite, Vim taking up the cause of educating and imparting knowledge about cleanliness and healthy living to people working as household maids & helping hands. “Hum banaye aap ki ghar swaccha,” or “Swaccha Morcha” a campaign aimed at bringing all helping hands under a banner.
6. Food brands like Britannia, Parle, Nestle, Cadbury’s, and Amul in collaboration with the Government’s Mid-Day Meal Program providing food supplies to children in rural villages. Something like, “Khana Khao, Sundar Raho,” will do wonders.
7. Intimate Wear Brands like WonderBra, VIP Feelings, Lovable, and Enamor taking up the cause of Women’s Breast Cancer. “Every Bra you buy contributes to those suffering from Breast Cancer.”
By taking up a genuine cause like the ones mentioned above Brands in India will not only generate a good PR for them but also get the empathy of loyal consumers. If brands can take a step further and engage loyal consumers to be a part of a genuine cause, they will empower the latter and build a bond which will last for generations to come. According to Prof. C. K. Prahlad, the treasure lies in the bottom of the pyramid. As Indians and people in the marketing, advertising and media industry it is our responsibility to uplift the down trodden. It can start with solving the basic human requirement as a first step and slowly moving up for a bigger, better and brighter cause. That will be the era of Marketing 2.0 in India.
To know more about Cause Marketing, visit http://www.causemarketingforum.com/
I could manage to write only seven of such causes. You can think of twenty one more like these and help build a better India. Any comments?
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