So you took the Marketing Maayaajaalam Quiz after all. I am not going to ask your scores. Keep that to yourself. I intend answering some of the questions raised and comments shared by some of you, with the fond hope that they were raised and shared for that very reason!
Q.1: The ads were probably not intended for us. If the brand is not for us, why should we even recall it?
Fair point. I completely agree with the two who had raised this point. But tell me, if we, marketing students, can’t recall the brand names of the ads that were quizzed, are we to expect the layman – the advertising illiterate, if I can call them such, even if they are the target audience, to recall it with aplomb. Moreover, I had a fair array of categories from which I had picked the ads for the quiz. Don’t tell me you are not the target audience for a Good Day or a Mobile Store or a Citi Card or a Brylcreem! And most of you couldn’t recall these brands from their ads. Sad.
Q.2: It’s perhaps a myth that advertising boosts sales.
Yup, it is absolutely unfair to expect advertising, by itself, to drive sales. After all, advertising is one of the four ‘P’s on offer – all collectively aiming to make the consumer buy. It would be grossly unfair if we expect ‘advertising’ alone to do the job of garnering sales when the other three ‘P’s goof it up. All four ‘P’s need to work in harmony to galvanize a sale. But advertising is the biggest tool in the marketer’s arsenal to stop the consumer and make him/her look at the brand. If the advertising does the ‘attracting-the-consumer-bit’ but fails to add the brand name tag to the advertising, how is the consumer supposed to recall the brand name and buy it? Advertising better establish awareness and build knowledge about the brand in the consumer’s mind. That’s its job. Anything less, and the advertising ceases to be called such.
Q.3: An ad might be the first one to be recalled while its competitor might be the leader in the category.
This happens in many categories. To me, it’s the sign that there is a close competitor breathing down the leader’s neck. Pepsi ads are remembered while Coke is the leader (in most countries). It is a telltale sign that the leader’s leadership is being questioned and the follower’s brand is gaining momentum. A warning to the leader to get its act together. A motivator for the follower to keep pushing. If Vodaphone’s ad and brand recall are higher than Airtel, Bharti better start buckling up.
Q.4: There was nothing unique about the brand name for me to recall it.
That’s the whole point I am trying to drive through this quiz. Call it the fizz of this quiz! The ads in question do not have a property that they can claim to be their own. No clear identity. A lack of a clear and unique thought that envelops the ad and shouts the brand’s name. A singular thought called a ‘Selling Idea’. The one unique concept on which the brand’s advertising is built. A singular thought that ties up all streams of communication across multiple mediums. A powerful idea that unites all brand advertising for a reasonable period of time. A persuasive thought that easily identifies the brand name no matter what medium the communication is on. For Axe the idea is - ‘For young men who like to play the mating game and would like the girl to make the first move’. For Surf it’s ‘dirt is good’. Ideas that are relevant to the consumer; unique; differentiated; and persuasive. Importantly, a Selling Idea is something that represents the brand’s promise. And when the brands that have these unique Selling Ideas advertise, we don’t miss them. No matter how infrequently we see them or how feeble their media decibel levels are.
So…is there anything for us from all this. I think there is. I think the ads, many of the ones quizzed and most of them in general, are creatively cute but are fundamentally flawed. Most, if not all, are bereft of a ‘Selling Idea’. And hence your poor scores when quizzed! The fault lies not with you but with the brands.
Now, take this test. See, if you can identify the brands that the following ads are trying to promote.
1. The ad that starts with a jingle: ‘Washing powder ______’
2. The detergent ad that questions the whiteness of the dress of the person on the screen subsequently followed by a streak of white patch/light passing over the dress making it milky white.
3. The ad with lots of kids drinking something with a jingle in the background that has three interesting words in it: ‘Ipaang Gupaang Japaang’.
4. A dentist talking to a kid/kids about the virtues of strong teeth with some experiment – two shells being smashed to prove the strength of one of them or two chalks immersed in a liquid and one breaking easily when attempted and the other one staying strong.
Did you score better in this version of the quiz? If so, do you realize why you did better this time around?
Wednesday, June 11, 2008
Tuesday, May 20, 2008
The Marketing Maayaajaalam Quiz
What’s a good ad? Is it the one that we love to watch often? Is it the one that is cute, cool and contemporary? Or is it the one that we love to talk about?
If ‘advertising’ is use of mass media to persuade consumers, I urge you to take the Maayaajaalam Quiz. Given below are the creative situations of a few ads - from very popular and very visible advertising that are currently on air. Try and figure out the brands these ads are for?
1. A housewife returns home, searches for her husband and goes around the house calling out his name – Sanju Sanju.
2. In a crowded station, as the train is about to leave, a TTE suddenly gets into a mood and starts dancing as the entire crowd watches him completely amused.
3. A man runs naked through the street and picks up clothes and stuff from shop to shop.
4. Dhoni gets down from his car and starts walking through the village and is greeted by everyone – each with a peculiar hairstyle.
5. Actress Hemamalini and her daughters talk about how they get good, safe and clean drinking water at their home.
6. Bridegroom cries as she leaves her family along with her new husband, sits in her car and the bridegroom switches her shoulder and she starts smiling and he switches her on again and she starts crying again.
7. People from all walks of life – shoppers, people standing in a cue, people at a fast food outlet, all keep swaying from side to side.
8. A young couple checks their new house and the husband, keen on impressing his wife, tries to ask the electrician there some technical questions to prove his competence only to find the electrician answer even more technically and the husband sheepishly agrees and leaves the place along with his wife.
9. A father sees her daughter off after marriage, waves at her and seeing her cry, starts making faces at her and makes her smile.
You would have seen these ads, and seen it many a times - especially with their heavy exposure during the IPL matches. You probably even like a few of them. But the question is, were you able to get the brand name right!
To help you, here are the answers.
1. Max New York Life Insurance
2. Good Day
3. The Mobile Store
4. Brylcreem
5. Kent Water Purifiers
6. Crabtree taps
7. Citi Card
8. Standard Electricals
9. Gitanjali Maya
So, how much did you score? If you scored low, what does it mean?
If ‘advertising’ is use of mass media to persuade consumers, I urge you to take the Maayaajaalam Quiz. Given below are the creative situations of a few ads - from very popular and very visible advertising that are currently on air. Try and figure out the brands these ads are for?
1. A housewife returns home, searches for her husband and goes around the house calling out his name – Sanju Sanju.
2. In a crowded station, as the train is about to leave, a TTE suddenly gets into a mood and starts dancing as the entire crowd watches him completely amused.
3. A man runs naked through the street and picks up clothes and stuff from shop to shop.
4. Dhoni gets down from his car and starts walking through the village and is greeted by everyone – each with a peculiar hairstyle.
5. Actress Hemamalini and her daughters talk about how they get good, safe and clean drinking water at their home.
6. Bridegroom cries as she leaves her family along with her new husband, sits in her car and the bridegroom switches her shoulder and she starts smiling and he switches her on again and she starts crying again.
7. People from all walks of life – shoppers, people standing in a cue, people at a fast food outlet, all keep swaying from side to side.
8. A young couple checks their new house and the husband, keen on impressing his wife, tries to ask the electrician there some technical questions to prove his competence only to find the electrician answer even more technically and the husband sheepishly agrees and leaves the place along with his wife.
9. A father sees her daughter off after marriage, waves at her and seeing her cry, starts making faces at her and makes her smile.
You would have seen these ads, and seen it many a times - especially with their heavy exposure during the IPL matches. You probably even like a few of them. But the question is, were you able to get the brand name right!
To help you, here are the answers.
1. Max New York Life Insurance
2. Good Day
3. The Mobile Store
4. Brylcreem
5. Kent Water Purifiers
6. Crabtree taps
7. Citi Card
8. Standard Electricals
9. Gitanjali Maya
So, how much did you score? If you scored low, what does it mean?
Tuesday, April 22, 2008
I am back...
…from hibernation!
I could give a lot of excuses for this two-month lull: hectic traveling, heavy workload, heightened pressures and so on. And true too. Yet there’s another hidden reason – my laziness!
I promise I won’t hibernate hereafter. You would see frequent updates here. If frequency means ‘every fortnight’.
I am probably making it sound like there’s a whole bunch of guys out there who wish to see me here often. I got a few calls; received more than a couple of reminders and presume there are a few good souls who wish to see me write often. God bless you nice souls…and hope you have a satisfying sex life till 80!
This time, I wish to continue on the Hindu Vs TOI issue that we discussed a few blogs back.
Times of India, indeed, has been launched in Madras on April 14th. It's too early to comment on what TOI has done, how people perceive it etc., Let’s give it some time and see how things unfold.
But what’s interesting is not what TOI has done. But how The Hindu has reacted.
The venerable ‘Maha Vishnu of Mount Road’ has slashed its price downwards. The weekday paper is now Rs.2.50 – down from the previous Rs.3.25. The Sunday edition is just Rs.3 vis-à-vis the previous Rs.4.50. Note the TOI is Rs.2 on weekdays and Rs.3 on Sundays.
You call it panic? You call it smart pricing?
I call it competition. I call it capitalism. The consumer can now laugh all the way to the bank. Even if it is to deposit a mere 75 paise every day!
All this makes me wonder why these newspapers were charging so high all these days; fleecing us all this time. Recall how these newspapers jacked up their price at every given opportunity, with an apologetic sounding due-to-increase-in-newsprint-rates-we-are-forced-to-increase-our-price blah blah.
To put things in perspective, newsprint prices have just increased world over by around 35% in the last few weeks.
Whatever be it, if any of you needed any proof on what capitalism can do to you and me, here is it in black and white….and literally too! Competition benefits consumers!
Now just imagine the scenario if only we let foreign newspaper brands launch their editions here. Envisage the ensuing competition. Visualize the consequent price war. Picture the payback to us consumers. Who knows, there might even be a newspaper that would pay us money to read it.
Wishful thinking you laugh?
Today if a Virgin mobile could pay us 10 paise for every minute of incoming call, why not a newspaper tomorrow pay us Re.1 for reading it every morning?
I could give a lot of excuses for this two-month lull: hectic traveling, heavy workload, heightened pressures and so on. And true too. Yet there’s another hidden reason – my laziness!
I promise I won’t hibernate hereafter. You would see frequent updates here. If frequency means ‘every fortnight’.
I am probably making it sound like there’s a whole bunch of guys out there who wish to see me here often. I got a few calls; received more than a couple of reminders and presume there are a few good souls who wish to see me write often. God bless you nice souls…and hope you have a satisfying sex life till 80!
This time, I wish to continue on the Hindu Vs TOI issue that we discussed a few blogs back.
Times of India, indeed, has been launched in Madras on April 14th. It's too early to comment on what TOI has done, how people perceive it etc., Let’s give it some time and see how things unfold.
But what’s interesting is not what TOI has done. But how The Hindu has reacted.
The venerable ‘Maha Vishnu of Mount Road’ has slashed its price downwards. The weekday paper is now Rs.2.50 – down from the previous Rs.3.25. The Sunday edition is just Rs.3 vis-à-vis the previous Rs.4.50. Note the TOI is Rs.2 on weekdays and Rs.3 on Sundays.
You call it panic? You call it smart pricing?
I call it competition. I call it capitalism. The consumer can now laugh all the way to the bank. Even if it is to deposit a mere 75 paise every day!
All this makes me wonder why these newspapers were charging so high all these days; fleecing us all this time. Recall how these newspapers jacked up their price at every given opportunity, with an apologetic sounding due-to-increase-in-newsprint-rates-we-are-forced-to-increase-our-price blah blah.
To put things in perspective, newsprint prices have just increased world over by around 35% in the last few weeks.
Whatever be it, if any of you needed any proof on what capitalism can do to you and me, here is it in black and white….and literally too! Competition benefits consumers!
Now just imagine the scenario if only we let foreign newspaper brands launch their editions here. Envisage the ensuing competition. Visualize the consequent price war. Picture the payback to us consumers. Who knows, there might even be a newspaper that would pay us money to read it.
Wishful thinking you laugh?
Today if a Virgin mobile could pay us 10 paise for every minute of incoming call, why not a newspaper tomorrow pay us Re.1 for reading it every morning?
Tuesday, February 26, 2008
Caution: Brains at work!
A smart marketing idea is always a big turn on! I intend bringing to you, on and off, some of the smart ideas that I come across or have heard from elsewhere. Who knows, these ideas could well help your brands, or at the least, would help you be aware of some smart brains at work.
Don’t forget to share the smart ones you come across as well.
Here are a few to begin this series….
Touch-it Paper in Ogden, Utah - Phone no. (801) 394-430 - makes cards on coloured, heat-sensitive paper. When you touch them, they change colour. People like to play with them, so they keep them, show them around, and remember them.
High Life, a brewpub in Philadelphia, U.S.A, offers a ‘Master of Beer Appreciation’ (MBA) Certificate. Customers have to have their transcripts stamped by sampling four new brews a month. Eventually customers get a degree and a T-shirt declaring their mastery. At last, a chance to get a meaningful degree, I suppose!
The Hawaii Prince Hotel greets new registrants with a hot, moist, steamed washcloth. It’s a great extra, and it gets them considerable word of mouth and publicity as well when they have speakers or writers who stay with them and then tell the story.
Champs-Elysees, a restaurant in Sausalito, faxes the day’s specials to customers in the morning, and then takes phone or fax orders for delivery or pickup latter. A real hot idea, pun intended!
Don’t forget to share the smart ones you come across as well.
Here are a few to begin this series….
Touch-it Paper in Ogden, Utah - Phone no. (801) 394-430 - makes cards on coloured, heat-sensitive paper. When you touch them, they change colour. People like to play with them, so they keep them, show them around, and remember them.
High Life, a brewpub in Philadelphia, U.S.A, offers a ‘Master of Beer Appreciation’ (MBA) Certificate. Customers have to have their transcripts stamped by sampling four new brews a month. Eventually customers get a degree and a T-shirt declaring their mastery. At last, a chance to get a meaningful degree, I suppose!
The Hawaii Prince Hotel greets new registrants with a hot, moist, steamed washcloth. It’s a great extra, and it gets them considerable word of mouth and publicity as well when they have speakers or writers who stay with them and then tell the story.
Champs-Elysees, a restaurant in Sausalito, faxes the day’s specials to customers in the morning, and then takes phone or fax orders for delivery or pickup latter. A real hot idea, pun intended!
Saturday, February 02, 2008
Breaking News: The Hindu Vs Times of India
Being an avid reader of The Hindu all these years, for the first time I am going to guess its headlines! Or rather what they should or would be doing in response to TOI’s entry.
TOI is indeed wooing consumers with a reduced subscription fee and some freebies thrown in as well. They might end up picking a few trials.
But what matters is who would be the first buyers of TOI – the innovators, so to speak. I believe the initial TOI triallists would be largely from The Indian Express or Deccan Chronicle. These guys are flirts. They flirt with papers. They just flirted with DC in response to their reduced price offer, didn’t they? And here is another newspaper, a supposedly reputed one, offering a paper at around the very price they are paying for currently!
Oh yes, a few Hindu readers too would give TOI a try succumbing to the novelty factor, reduced price and freebies. But the question is, ‘will they stop buying The Hindu’? My take on that would be – NO. I think TOI would end up being the second paper in their households. Many of us picked up Deccan Chronicle induced by the ‘Rs.99 offer’. But that didn’t stop us from buying The Hindu. We read DC as the second paper and when we realized The Hindu was unquestionably better, we stopped renewing the DC subscription.
Which is why I don’t suppose The Hindu should panic and reduce its price; not right away at least. After all, it not only enjoys leadership. It also entertains loyalty.
So what does this mean to The Hindu?
For starters, it gives them time. Time to understand how the few initial triallists perceive TOI; its contents; its gossips and whatnot. If TOI brings in a few new things that consumers perceive The Hindu lacks, they can always add it without affecting the brand’s basic positioning and thrust. For instance, if TOI brings in breeziness and gossip that appeals to the young, The Hindu can always add it as a separate supplement. That way, ‘The Hindu’ could bridge the need gaps without breaching its basic positioning.
The Hindu should also counter TOI with an Integrated Marketing campaign of its own. Not just through advertising. But also through a concerted effort in schools with its Young World and Quest supplements; a well-orchestrated programme in A&S colleges, B-Schools, Engineering Institutions with its Education Plus; a direct marketing effort in the very neighbourhoods TOI is targeting; convening special events, activities around The Hindu’s core positioning. All this and more to counter TOI’s launch efforts and also extend its lead – both in market and in mind terms.
Does all this sound too simple? Would The Hindu be made vulnerable if doesn’t match TOI’s price, at least initially? Am I underestimating the power of TOI?
TOI is a leader all right. But that’s in a distant market. Far away from my mine and hence my mind. Here, The Hindu is the big shark. TOI is a new entrant – a small fry. You could say, “But look at what TOI did to Hindustan Times in New Delhi.” Remember, The Hindu is no Hindustan Times. Hindustan Times is a newspaper. But The Hindu is a habit! Didn’t they say old habits die hard!
And finally, from a broader strategic standpoint, The Hindu should jettison its conservative style and start becoming aggressive. To begin with, they need to now go and hit TOI where it hurts them most – Mumbai. The best way to counter competition is to hit them in their biggest market. That slows them down. I am not, for a minute, saying The Hindu, if launched, would eliminate TOI in Mumbai. But it would certainly stop TOI’s aggression in other markets if their own home turf were invaded.
Well, these are not what I expect The Hindu to do. Just a few things I would want them to do!
Will they do it? What would happen if they did? And what if they don't?
Time will tell. It’s interesting times ahead!
TOI is indeed wooing consumers with a reduced subscription fee and some freebies thrown in as well. They might end up picking a few trials.
But what matters is who would be the first buyers of TOI – the innovators, so to speak. I believe the initial TOI triallists would be largely from The Indian Express or Deccan Chronicle. These guys are flirts. They flirt with papers. They just flirted with DC in response to their reduced price offer, didn’t they? And here is another newspaper, a supposedly reputed one, offering a paper at around the very price they are paying for currently!
Oh yes, a few Hindu readers too would give TOI a try succumbing to the novelty factor, reduced price and freebies. But the question is, ‘will they stop buying The Hindu’? My take on that would be – NO. I think TOI would end up being the second paper in their households. Many of us picked up Deccan Chronicle induced by the ‘Rs.99 offer’. But that didn’t stop us from buying The Hindu. We read DC as the second paper and when we realized The Hindu was unquestionably better, we stopped renewing the DC subscription.
Which is why I don’t suppose The Hindu should panic and reduce its price; not right away at least. After all, it not only enjoys leadership. It also entertains loyalty.
So what does this mean to The Hindu?
For starters, it gives them time. Time to understand how the few initial triallists perceive TOI; its contents; its gossips and whatnot. If TOI brings in a few new things that consumers perceive The Hindu lacks, they can always add it without affecting the brand’s basic positioning and thrust. For instance, if TOI brings in breeziness and gossip that appeals to the young, The Hindu can always add it as a separate supplement. That way, ‘The Hindu’ could bridge the need gaps without breaching its basic positioning.
The Hindu should also counter TOI with an Integrated Marketing campaign of its own. Not just through advertising. But also through a concerted effort in schools with its Young World and Quest supplements; a well-orchestrated programme in A&S colleges, B-Schools, Engineering Institutions with its Education Plus; a direct marketing effort in the very neighbourhoods TOI is targeting; convening special events, activities around The Hindu’s core positioning. All this and more to counter TOI’s launch efforts and also extend its lead – both in market and in mind terms.
Does all this sound too simple? Would The Hindu be made vulnerable if doesn’t match TOI’s price, at least initially? Am I underestimating the power of TOI?
TOI is a leader all right. But that’s in a distant market. Far away from my mine and hence my mind. Here, The Hindu is the big shark. TOI is a new entrant – a small fry. You could say, “But look at what TOI did to Hindustan Times in New Delhi.” Remember, The Hindu is no Hindustan Times. Hindustan Times is a newspaper. But The Hindu is a habit! Didn’t they say old habits die hard!
And finally, from a broader strategic standpoint, The Hindu should jettison its conservative style and start becoming aggressive. To begin with, they need to now go and hit TOI where it hurts them most – Mumbai. The best way to counter competition is to hit them in their biggest market. That slows them down. I am not, for a minute, saying The Hindu, if launched, would eliminate TOI in Mumbai. But it would certainly stop TOI’s aggression in other markets if their own home turf were invaded.
Well, these are not what I expect The Hindu to do. Just a few things I would want them to do!
Will they do it? What would happen if they did? And what if they don't?
Time will tell. It’s interesting times ahead!
Tuesday, January 22, 2008
The Hindu Vs Times of India
Times of India is apparently readying itself to launch its Chennai edition. At Rs.2. These are unconfirmed reports though.
The average Madrasi has heard this many times before but this time it seems to be more real. TOI has been handing over advertising materials and soliciting subscriptions in select neighbourhoods in the city.
A few newsagents I spoke to confirmed TOI’s entry. One of them said something that is the subject matter of this blog: “Sir, The Hindu is planning to reduce its price and sell at Rs.2, to counter TOI”.
Assuming TOI would price itself at Rs.2, will the venerable Hindu reduce its price?
Why should it, some may ask. After all, it countered Deccan Chronicle’s Re.1 assault without reducing its price. And successfully too.
But this is TOI - with a respected pedigree and roaring circulation that has made it the leader among English newspapers in India.
Will ‘The Hindu’ be cheapening its image if it panicked and reduced its price?
Or, if it didn’t, and stay put at its current price, will its die-hard users ditch The Hindu. After all, The Hindu has been the reason why most Madrasis woke up! Will they wake up to TOI instead, to save a few bucks.
Will TOI pull the rug under ‘The Hindu’? Or would the grand old man of Mount Road send TOI packing back.
What do you think The Hindu should do?
The average Madrasi has heard this many times before but this time it seems to be more real. TOI has been handing over advertising materials and soliciting subscriptions in select neighbourhoods in the city.
A few newsagents I spoke to confirmed TOI’s entry. One of them said something that is the subject matter of this blog: “Sir, The Hindu is planning to reduce its price and sell at Rs.2, to counter TOI”.
Assuming TOI would price itself at Rs.2, will the venerable Hindu reduce its price?
Why should it, some may ask. After all, it countered Deccan Chronicle’s Re.1 assault without reducing its price. And successfully too.
But this is TOI - with a respected pedigree and roaring circulation that has made it the leader among English newspapers in India.
Will ‘The Hindu’ be cheapening its image if it panicked and reduced its price?
Or, if it didn’t, and stay put at its current price, will its die-hard users ditch The Hindu. After all, The Hindu has been the reason why most Madrasis woke up! Will they wake up to TOI instead, to save a few bucks.
Will TOI pull the rug under ‘The Hindu’? Or would the grand old man of Mount Road send TOI packing back.
What do you think The Hindu should do?
Thursday, December 20, 2007
The 2007 Marketing Maayaajaalam Awards
The 2007 Marketing Maayaajaalam awards for various categories in marketing and advertising have been announced. By me, of course!
…and the winners are…
Marketer of the Year
Maruthi Suzuki (For ramping up its image, literally, and growing into competing with the big boys viz., GM, Ford and Honda. First, from the small Alto to a redefined Zen growing into the superb Swift and now culminating into the sexy SX 4. The Maruthi men are back!)
Best Brand Launch of the Year
Sivaji (For spectacular hype, superlative build-up, smart distribution, slick presentation and superb packaging…. a tired and hackneyed story notwithstanding)
Best TV ad of the Year
The HDFC Prudential Campaign (If not for anything, at least for consistently building on a singular creative idea – Hold your head high up with pride)
Worst TV ad of the Year
Bingo (The guys at O&M who made those ads claim they attempted humour. In that case the Bingo ads win hands down in the ‘Sick Jokes’ category)
Best Baseline of the Year
Sivaji – The Boss (For capturing the essence of the film and its hero in two words. That the baseline proved yet again who the evergreen boss of commercial success in the Indian film industry is, is another matter)
Expected Success in 2008
Krd Rys (With increasing nuclear families, working wives and growing preference for healthy food, a smart idea from Hatsun Agro Foods)
Expected Failure in 2008
Dettol Herbal (Can Dettol and its inimitable hospital smell ever be herbal? Who are the geniuses in Reckitt Benckiser kidding?
I don’t expect you to agree with this list. Feel free to feedback. That’s the point of this blog!
And oh yes, here is wishing you a SUCCESSFUL 2008!
…and the winners are…
Marketer of the Year
Maruthi Suzuki (For ramping up its image, literally, and growing into competing with the big boys viz., GM, Ford and Honda. First, from the small Alto to a redefined Zen growing into the superb Swift and now culminating into the sexy SX 4. The Maruthi men are back!)
Best Brand Launch of the Year
Sivaji (For spectacular hype, superlative build-up, smart distribution, slick presentation and superb packaging…. a tired and hackneyed story notwithstanding)
Best TV ad of the Year
The HDFC Prudential Campaign (If not for anything, at least for consistently building on a singular creative idea – Hold your head high up with pride)
Worst TV ad of the Year
Bingo (The guys at O&M who made those ads claim they attempted humour. In that case the Bingo ads win hands down in the ‘Sick Jokes’ category)
Best Baseline of the Year
Sivaji – The Boss (For capturing the essence of the film and its hero in two words. That the baseline proved yet again who the evergreen boss of commercial success in the Indian film industry is, is another matter)
Expected Success in 2008
Krd Rys (With increasing nuclear families, working wives and growing preference for healthy food, a smart idea from Hatsun Agro Foods)
Expected Failure in 2008
Dettol Herbal (Can Dettol and its inimitable hospital smell ever be herbal? Who are the geniuses in Reckitt Benckiser kidding?
I don’t expect you to agree with this list. Feel free to feedback. That’s the point of this blog!
And oh yes, here is wishing you a SUCCESSFUL 2008!
Wednesday, December 12, 2007
Neuromarketing: What lies ahead?
The early experiments in this field have already started to worry anti-marketing activists, some of whom are already mobilizing against the nascent field of neuromarketing. Gary Ruskin of Commercial Alert, a non-profit organization that argues for strict regulations on advertising, says "a year ago almost nobody had heard of neuromarketing except for Forbes readers." Now, he says, it's everywhere.
Over the past year he has waged a campaign against the practice, lobbying Congress and the American Psychological Association (APA) and threatening lawsuits against BrightHouse and other practitioners. He says it could eventually lead to complete corporate manipulation of consumers -- or citizens, with governments using brain scans to create more effective propaganda.
Could brain imaging show marketers how to effectively control our minds?
BrightHouse’s Reiman says no. “There is no possibility that in my lifetime we’ll be able to peer into brains and make them buy more. But businesses that do not use neuroscience are experimenting with failure. These studies will help to position companies as more consumer friendly.”
Chris Frith, Professor of Neuropsychology at the Institute of Neurology in London, prefers to look beyond the hype. “People have the idea that because you are using big, expensive equipment it is more real than asking what people think. They think they have got an easy way to get the information the want – a short cut. But it is very important to consider the subjective measures. If we see from scans that someone is happy, but they say that they aren’t, who do we believe?”
Montague agrees that ultimately behaviour is what matters. “Brain imaging isn’t more accurate than other techniques. You will never get rid of psychology and behavioural studies – that’s your ultimate end. But you do want more insight and imaging can provide it.”
Montague predicts that fMRI will become a tool for testing packaging, advertising and other promotional material. “If I am an auto manufacturer and want to change the curvature of the wheel well of my car model, how will my target 35 year old male respond? I will supplement my research with fMRI. And if I was buying something, I am ok with them using brain imaging to make me happier.”
Reiman prefers to dwell on the fundamental nature of neuromarketing research to date. “We can’t understand thoughts, but we can interview the brain and we expect what we will find will change the way companies work.”
Hopefully, for the better!
Over the past year he has waged a campaign against the practice, lobbying Congress and the American Psychological Association (APA) and threatening lawsuits against BrightHouse and other practitioners. He says it could eventually lead to complete corporate manipulation of consumers -- or citizens, with governments using brain scans to create more effective propaganda.
Could brain imaging show marketers how to effectively control our minds?
BrightHouse’s Reiman says no. “There is no possibility that in my lifetime we’ll be able to peer into brains and make them buy more. But businesses that do not use neuroscience are experimenting with failure. These studies will help to position companies as more consumer friendly.”
Chris Frith, Professor of Neuropsychology at the Institute of Neurology in London, prefers to look beyond the hype. “People have the idea that because you are using big, expensive equipment it is more real than asking what people think. They think they have got an easy way to get the information the want – a short cut. But it is very important to consider the subjective measures. If we see from scans that someone is happy, but they say that they aren’t, who do we believe?”
Montague agrees that ultimately behaviour is what matters. “Brain imaging isn’t more accurate than other techniques. You will never get rid of psychology and behavioural studies – that’s your ultimate end. But you do want more insight and imaging can provide it.”
Montague predicts that fMRI will become a tool for testing packaging, advertising and other promotional material. “If I am an auto manufacturer and want to change the curvature of the wheel well of my car model, how will my target 35 year old male respond? I will supplement my research with fMRI. And if I was buying something, I am ok with them using brain imaging to make me happier.”
Reiman prefers to dwell on the fundamental nature of neuromarketing research to date. “We can’t understand thoughts, but we can interview the brain and we expect what we will find will change the way companies work.”
Hopefully, for the better!
Tuesday, December 04, 2007
Nuromarketing - Experimental first steps
Some companies are commissioning their own fMRI studies à la Montague's test.
In a study of men's reactions to cars, Daimler-Chrysler has found that sportier models activate the brain's reward centres -- the same areas that light up in response to alcohol and drugs -- as well as activating the area in the brain that recognizes faces, which may explain people's tendency to anthropomorphize - attribute form or personality to inanimate products like cars or other such lifestyle products.
Steven Quartz, a scientist at Stanford University, is currently conducting similar research on movie trailers.
Political advertising is also getting in on the game. Researchers at the University of California, Los Angeles have found that Republicans and Democrats react differently to campaign ads showing images of the September 11th terrorist attacks. Those ads cause the part of the brain associated with fear to light up more vividly in Democrats than in Republicans.
While neuroscientist Montague's Pepsi Challenge suggests that branding appears to make a difference in consumer preference, BrightHouse's research promises to show exactly how much emotional impact that branding can have.
Marketers have long known that some brands have a seemingly magic appeal; they can elicit strong devotion, with buyers saying they identify with the brand as an extension of their personalities. The BrightHouse research is expected to show exactly which products those are.
"This is really just the first step," says Meaux, who points out that no one has discovered a ‘buy button’ in the brain.
But with more and more marketers peeping into the minds of their consumers, could that be far off?
(To be concluded)
In a study of men's reactions to cars, Daimler-Chrysler has found that sportier models activate the brain's reward centres -- the same areas that light up in response to alcohol and drugs -- as well as activating the area in the brain that recognizes faces, which may explain people's tendency to anthropomorphize - attribute form or personality to inanimate products like cars or other such lifestyle products.
Steven Quartz, a scientist at Stanford University, is currently conducting similar research on movie trailers.
Political advertising is also getting in on the game. Researchers at the University of California, Los Angeles have found that Republicans and Democrats react differently to campaign ads showing images of the September 11th terrorist attacks. Those ads cause the part of the brain associated with fear to light up more vividly in Democrats than in Republicans.
While neuroscientist Montague's Pepsi Challenge suggests that branding appears to make a difference in consumer preference, BrightHouse's research promises to show exactly how much emotional impact that branding can have.
Marketers have long known that some brands have a seemingly magic appeal; they can elicit strong devotion, with buyers saying they identify with the brand as an extension of their personalities. The BrightHouse research is expected to show exactly which products those are.
"This is really just the first step," says Meaux, who points out that no one has discovered a ‘buy button’ in the brain.
But with more and more marketers peeping into the minds of their consumers, could that be far off?
(To be concluded)
Saturday, November 24, 2007
Neuromarketing - Continued
Neuromarketing is the study of the brain's responses to ads, brands, and the rest of the messages littering the cultural landscape. Montague had his subjects take the Pepsi Challenge while he watched their neural activity with a functional MRI machine, which tracks blood flow to different regions of the brain. Without knowing what they were drinking, about half of them said they preferred Pepsi.
But once Montague told them which samples were Coke, three-fourths said that drink tasted better, and their brain activity changed too. Coke lit up the medial prefrontal cortex - a part of the brain that controls higher thinking. Montague's surmise was that the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.
The work of Montague and other studies prove that branding goes far beyond images and memory recall. The medical prefrontal cortex is a part of the brain known to be involved in our sense of self. It fires in response to something – an image, name or concept – that resonates with who we are. Something clicks, and we are more likely to buy.
For years, in the face of failed brands and laughably bad ad campaigns, marketers had argued that they could influence consumers' choices. Now, there appeared to be solid neurological proof. Montague published his findings in the October 2004 issue of Neuron.
And an entire new field, Neuromarketing, was born!
But the secret of Coke’s marketing success has yet to be solved. “We have shown that the Coke brand has a powerful influence,” says Montague. “But we haven’t asked what that is yet. Is it something simple and stupid like the red can, the curvy script or the hard consonants, or something much more complex.”
Still, the idea that neuroscience has applications for business is causing a wave of excitement in the marketing sector. It prompted the BrightHouse Institute for Thought Sciences to establish a Neurostrategies division and conduct fMRI research.
(To be continued)
P.S: Notes and quotes in this series on Neuromarketing have been borrowed heavily from various research writings on the subject. My contribution is close to nil!
But once Montague told them which samples were Coke, three-fourths said that drink tasted better, and their brain activity changed too. Coke lit up the medial prefrontal cortex - a part of the brain that controls higher thinking. Montague's surmise was that the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.
The work of Montague and other studies prove that branding goes far beyond images and memory recall. The medical prefrontal cortex is a part of the brain known to be involved in our sense of self. It fires in response to something – an image, name or concept – that resonates with who we are. Something clicks, and we are more likely to buy.
For years, in the face of failed brands and laughably bad ad campaigns, marketers had argued that they could influence consumers' choices. Now, there appeared to be solid neurological proof. Montague published his findings in the October 2004 issue of Neuron.
And an entire new field, Neuromarketing, was born!
But the secret of Coke’s marketing success has yet to be solved. “We have shown that the Coke brand has a powerful influence,” says Montague. “But we haven’t asked what that is yet. Is it something simple and stupid like the red can, the curvy script or the hard consonants, or something much more complex.”
Still, the idea that neuroscience has applications for business is causing a wave of excitement in the marketing sector. It prompted the BrightHouse Institute for Thought Sciences to establish a Neurostrategies division and conduct fMRI research.
(To be continued)
P.S: Notes and quotes in this series on Neuromarketing have been borrowed heavily from various research writings on the subject. My contribution is close to nil!
Sunday, November 04, 2007
The Pepsi Challenge
Strange things happen in America. Stranger things happen in marketing there. For instance, while Coke is the leader in the American market, most people prefer the taste of Pepsi in blind tests!
The Pepsi Challenge has been an ongoing marketing promotion run by PepsiCo since 1975. The challenge is designed to be a direct response to critics who allege that Coca-Cola and Pepsi-Cola are identical drinks, with no meaningful differences.
The challenge took the form of a taste test. At public contact points, a Pepsi guy set up a table with two blank cups: one containing Pepsi and one containing Coke. People were encouraged to taste both colas, and tell which one they prefer. Then the Pepsi guy revealed the two bottles so the taster can see whether they preferred Coke or Pepsi. Not surprisingly, or maybe surprisingly, the preferred brand was Pepsi.
Ever since the famous findings of the Pepsi Challenge, marketers have argued that the difference between this perception and reality was the handiwork of ‘Marketing’. In other words, their work was making a difference! How else could Coke come on top?
The Pepsi Challenge, subsequently, moved into TV during the 70s and 80s where a series of ads showed how Americans preferred Pepsi to Coke.
But 30 years after the commercials debuted, neuroscientist Read Montague was still thinking about them. Something didn't make sense. If people preferred the taste of Pepsi, the drink should have dominated the market. It didn't.
So in the summer of 2003, Montague gave himself a 'Pepsi Challenge' of a different sort: to figure out why people would buy a product they didn't particularly like.
What he found was the first data from an entirely new field: Neuromarketing.
(To be continued in my next post)
The Pepsi Challenge has been an ongoing marketing promotion run by PepsiCo since 1975. The challenge is designed to be a direct response to critics who allege that Coca-Cola and Pepsi-Cola are identical drinks, with no meaningful differences.
The challenge took the form of a taste test. At public contact points, a Pepsi guy set up a table with two blank cups: one containing Pepsi and one containing Coke. People were encouraged to taste both colas, and tell which one they prefer. Then the Pepsi guy revealed the two bottles so the taster can see whether they preferred Coke or Pepsi. Not surprisingly, or maybe surprisingly, the preferred brand was Pepsi.
Ever since the famous findings of the Pepsi Challenge, marketers have argued that the difference between this perception and reality was the handiwork of ‘Marketing’. In other words, their work was making a difference! How else could Coke come on top?
The Pepsi Challenge, subsequently, moved into TV during the 70s and 80s where a series of ads showed how Americans preferred Pepsi to Coke.
But 30 years after the commercials debuted, neuroscientist Read Montague was still thinking about them. Something didn't make sense. If people preferred the taste of Pepsi, the drink should have dominated the market. It didn't.
So in the summer of 2003, Montague gave himself a 'Pepsi Challenge' of a different sort: to figure out why people would buy a product they didn't particularly like.
What he found was the first data from an entirely new field: Neuromarketing.
(To be continued in my next post)
Tuesday, October 09, 2007
Classifieds. This time from the Church!
These are actual classified ads released by a few churches from around the world. Note, there is no offence intended on any religion or characters. I am no Tamil Nadu C.M to be barbaric enough to cast aspersions on any religious sentiments.
Just laugh at the gaffes. Over to the church classifieds!
"Open seven days a week and weekends."
"This afternoon there will be a meeting in the South and North ends of the church. Children will be baptized at both ends”.
"For those of you who have children and don't know it, we have a nursery downstairs”.
"Tuesday at 4:00 PM there will be an ice cream social. All ladies giving milk will please come early”.
"Wednesday the ladies liturgy will meet. Mrs. Johnson will sing "Put me in my little bed" accompanied by the pastor”.
"This being Easter Sunday, we will ask Mrs. Lewis to come forward and lay an egg on the alter”.
Just laugh at the gaffes. Over to the church classifieds!
"Open seven days a week and weekends."
"This afternoon there will be a meeting in the South and North ends of the church. Children will be baptized at both ends”.
"For those of you who have children and don't know it, we have a nursery downstairs”.
"Tuesday at 4:00 PM there will be an ice cream social. All ladies giving milk will please come early”.
"Wednesday the ladies liturgy will meet. Mrs. Johnson will sing "Put me in my little bed" accompanied by the pastor”.
"This being Easter Sunday, we will ask Mrs. Lewis to come forward and lay an egg on the alter”.
Sunday, September 30, 2007
Funny Classified Ads
Supposedly, these are actual classified advertisements that have appeared in papers, unfortunately not in India. Enjoy!
"A superb and inexpensive restaurant. Fine food expertly served by waitresses in appetizing forms”.
"For sale: an antique desk suitable for lady with thick legs and large drawers”.
"Four-poster bed, 101 years old. Perfect for antique lover”.
"Now is your chance to have your ears pierced and get an extra pair to take home, too”.
"Wanted: 50 girls for stripping machine operators in factory”.
"Wanted: Unmarried girls to pick fresh fruit and produce at night”.
"We do not tear your clothing with machinery. We do it carefully by hand”.
"Used cars: Why go elsewhere to be cheated? Come here first”!
"Auto Repair Service. Free pick-up and delivery. Try us once; you'll never go anywhere again”.
"Illiterate? Write today for free help”.
"A superb and inexpensive restaurant. Fine food expertly served by waitresses in appetizing forms”.
"For sale: an antique desk suitable for lady with thick legs and large drawers”.
"Four-poster bed, 101 years old. Perfect for antique lover”.
"Now is your chance to have your ears pierced and get an extra pair to take home, too”.
"Wanted: 50 girls for stripping machine operators in factory”.
"Wanted: Unmarried girls to pick fresh fruit and produce at night”.
"We do not tear your clothing with machinery. We do it carefully by hand”.
"Used cars: Why go elsewhere to be cheated? Come here first”!
"Auto Repair Service. Free pick-up and delivery. Try us once; you'll never go anywhere again”.
"Illiterate? Write today for free help”.
Saturday, September 15, 2007
Meet Procter & Gamble
In the vast world of marketing and advertising, James Stengel just may be the king. He is P&G's global marketing officer, a post he has held for six years when the average tenure of a chief marketing officer is less than two. Stengel sat down recently with Fortune 's Geoff Colvin to talk about consumer power, the value of brands, the decline of mass media etc. Edited excerpts follow.
What's the best marketing you've seen lately?
Outside P&G, I think Harry Potter. You had to be dead to miss it. The whole way that Harry Potter has engaged people has been a phenomenon that any brand or business would aspire to.
You are in a great position to evaluate consumer trends. What is the most important thing you are seeing?
The biggest thing going on with consumers is that they want to trust something. They want to be understood, they want to be respected and they want to be listened to. They don't want to be talked to. People really do care what's behind the brand, what's behind the business. They care about the values of a brand and the values of a company. We can never forget that. Businesses and brands that are breaking records are those that inspire trust and affection and loyalty by being authentic, by not being arrogant, and by being empathetic to those they serve.
'Immersion research' means you spend time with consumers in their homes or other settings, rather than in focus groups. Can you explain?
At P&G, we all do that kind of thing. We all go out and really spend time with consumers, especially those who are not like us. I had a wonderful field visit in Latin America on a recent trip - I went into the home of a woman who had very little money. She was tremendously proud of her children and her home. Our brands play an important role in her household, because though she didn't have much disposable income, she spent some of it on the kind of brands that we sell. It was important to understand what role our brands played in her life.
Two years ago P&G was spending 85% of its marketing budget on 30-second TV spots. What is the proportion now, and what will it be in five years?
The trend of the past five years will continue, which is that TV advertising will go down as a percentage of our spending, and we will continue to move money to where the consumers are. The interesting news in all of this is that consumers are spending more time with media than ever. If the content is good, consumers will spend an awful lot of time with media. That is what Harry Potter proved.
It is very difficult to maintain a tangible product advantage for any length of time. Is that a problem for P&G?
No, it's not a problem. I hate it when someone says they're in a commodity category. We don't accept that there are any commodity categories. We are growing Charmin and Bounty very well, and if there is any category that people could say is a commodity, it's paper towels and tissues. We have developed tremendous equities, tremendous loyalties from our consumers. So, no, I think that is a cop-out. That is bad marketing and an excuse.
What gives a brand power?
If you go back at P&G, and in a lot of the industry, we often thought of our brands in terms of functional benefits. But the equity of great brands has to be something that a consumer finds inspirational and an organization finds inspirational. You know, our baby-care business didn't start growing aggressively until we changed Pampers from being about dryness to being about helping mom with her baby's development. That was a sea change. Or look at all the different areas we are in at Olay. That's because Olay is not just about being a pink fluid that moisturizes. It is about helping women look better and feel better as they age.
What's been the biggest change in yourself as you have adapted to this changing world of media and marketing?
There is so much to learn and there are so many interesting things happening, inside and outside the company. It is important to be inquisitive, to be searching. When I travel, I always think, is there a thought leader who is doing something interesting who I can drop in on? I always ask people their reaction to our company and what they are doing.
What's the best marketing you've seen lately?
Outside P&G, I think Harry Potter. You had to be dead to miss it. The whole way that Harry Potter has engaged people has been a phenomenon that any brand or business would aspire to.
You are in a great position to evaluate consumer trends. What is the most important thing you are seeing?
The biggest thing going on with consumers is that they want to trust something. They want to be understood, they want to be respected and they want to be listened to. They don't want to be talked to. People really do care what's behind the brand, what's behind the business. They care about the values of a brand and the values of a company. We can never forget that. Businesses and brands that are breaking records are those that inspire trust and affection and loyalty by being authentic, by not being arrogant, and by being empathetic to those they serve.
'Immersion research' means you spend time with consumers in their homes or other settings, rather than in focus groups. Can you explain?
At P&G, we all do that kind of thing. We all go out and really spend time with consumers, especially those who are not like us. I had a wonderful field visit in Latin America on a recent trip - I went into the home of a woman who had very little money. She was tremendously proud of her children and her home. Our brands play an important role in her household, because though she didn't have much disposable income, she spent some of it on the kind of brands that we sell. It was important to understand what role our brands played in her life.
Two years ago P&G was spending 85% of its marketing budget on 30-second TV spots. What is the proportion now, and what will it be in five years?
The trend of the past five years will continue, which is that TV advertising will go down as a percentage of our spending, and we will continue to move money to where the consumers are. The interesting news in all of this is that consumers are spending more time with media than ever. If the content is good, consumers will spend an awful lot of time with media. That is what Harry Potter proved.
It is very difficult to maintain a tangible product advantage for any length of time. Is that a problem for P&G?
No, it's not a problem. I hate it when someone says they're in a commodity category. We don't accept that there are any commodity categories. We are growing Charmin and Bounty very well, and if there is any category that people could say is a commodity, it's paper towels and tissues. We have developed tremendous equities, tremendous loyalties from our consumers. So, no, I think that is a cop-out. That is bad marketing and an excuse.
What gives a brand power?
If you go back at P&G, and in a lot of the industry, we often thought of our brands in terms of functional benefits. But the equity of great brands has to be something that a consumer finds inspirational and an organization finds inspirational. You know, our baby-care business didn't start growing aggressively until we changed Pampers from being about dryness to being about helping mom with her baby's development. That was a sea change. Or look at all the different areas we are in at Olay. That's because Olay is not just about being a pink fluid that moisturizes. It is about helping women look better and feel better as they age.
What's been the biggest change in yourself as you have adapted to this changing world of media and marketing?
There is so much to learn and there are so many interesting things happening, inside and outside the company. It is important to be inquisitive, to be searching. When I travel, I always think, is there a thought leader who is doing something interesting who I can drop in on? I always ask people their reaction to our company and what they are doing.
Monday, September 10, 2007
Classified ads....from a small-town daily!
Monday
FOR SALE - R. D. Jones has one sewing machine for sale. Phone 555-0707 after 7 p.m. and ask for Mrs. Kelly who lives with him cheap.
Tuesday
NOTICE - We regret having erred in R. D. Jones’ ad yesterday. It should have read: One sewing machine for sale. Cheap: 555-0707 and ask for Mrs. Kelly who lives with him after 7 p.m.
Wednesday
NOTICE - R. D. Jones has informed us that he has received several annoying telephone calls because of the error we made in his classified ad yesterday. His ad stands corrected as follows:
FOR SALE - R. D. Jones has one sewing machine for sale. Cheap. Phone 555-0707 and ask Mrs. Kelly who loves with him.
Thursday
NOTICE - I, R. D. Jones, have NO sewing machine for sale. I SMASHED IT. Don't call 555-0707, as the telephone has been disconnected. I have not been carrying on with Mrs. Kelly. Until yesterday she was my housekeeper, but she quit."
FOR SALE - R. D. Jones has one sewing machine for sale. Phone 555-0707 after 7 p.m. and ask for Mrs. Kelly who lives with him cheap.
Tuesday
NOTICE - We regret having erred in R. D. Jones’ ad yesterday. It should have read: One sewing machine for sale. Cheap: 555-0707 and ask for Mrs. Kelly who lives with him after 7 p.m.
Wednesday
NOTICE - R. D. Jones has informed us that he has received several annoying telephone calls because of the error we made in his classified ad yesterday. His ad stands corrected as follows:
FOR SALE - R. D. Jones has one sewing machine for sale. Cheap. Phone 555-0707 and ask Mrs. Kelly who loves with him.
Thursday
NOTICE - I, R. D. Jones, have NO sewing machine for sale. I SMASHED IT. Don't call 555-0707, as the telephone has been disconnected. I have not been carrying on with Mrs. Kelly. Until yesterday she was my housekeeper, but she quit."
Monday, September 03, 2007
Job Sense
A taxi passenger tapped the driver on the shoulder to ask him a question. The driver screamed, lost control of the car, nearly hit a bus, went up on the footpath, and stopped few centimeters from a shop window.
For a second everything went quiet in the cab, and then the driver said: "Look mate, don't ever do that again. You scared the daylights out of me!”
The passenger apologized and said, "I didn't realize that a little tap would scare you so much."
The driver replied, "Sorry, actually it's not really your fault. Today is my first day as a cab driver. I have been driving a van carrying dead bodies for the last 25 years.”
For a second everything went quiet in the cab, and then the driver said: "Look mate, don't ever do that again. You scared the daylights out of me!”
The passenger apologized and said, "I didn't realize that a little tap would scare you so much."
The driver replied, "Sorry, actually it's not really your fault. Today is my first day as a cab driver. I have been driving a van carrying dead bodies for the last 25 years.”
Thursday, August 23, 2007
A story for workaholics
Last Saturday morning as I turned the dial up into the phone portion of the band on my ham radio, I came across an older sounding chap, with a tremendous signal and a golden voice.
"Well, Tom, it sure sounds like you're busy with your job. Hard to believe a young fellow should have to work sixty or seventy hours a week to make ends meet. It's too bad you missed your daughter's dance recital he continued. "Let me tell you something that has helped me keep my own priorities." And he began to explain his theory of a ‘thousand marbles’.
"You see, I sat down one day and did a little arithmetic. The average person lives about 75 years. I know, some live more and some live less, but on average, folks live about 75 years. Now then, I multiplied 75 times 52 and I came up with 3900, which is the number of Saturdays that the average person has in his lifetime.
It took me until I was 55 years old to think about all this in any detail", he went on, "and by that time I had lived through over 2,800 Saturdays." "I got to thinking that if I lived to be 75, I only had about a 1,000 of them left to enjoy. So I went to a toy store and bought 1000 marbles. I took them home and put them inside a large, clear plastic container."
"Every Saturday since then, I have taken one marble out and thrown it away. I found that by watching the marbles diminish, I focused more on the really important things in life. There is nothing like watching your time here on this earth run out to help get your priorities straight."
"Now let me tell you one last thing before I sign-off with you and take my lovely wife out for breakfast. This morning, I took the very last marble out of the container. I figure that if I make it until next Saturday then I have been given a little extra time. And the one thing we can all use is a little more time."
"It was nice to meet you Tom, I hope you spend more time with your family, and I hope to meet you again here on the band."
You could have heard a pin drop on the band when this fellow signed off. I guess he gave us all a lot to think about. I had planned to work on the antenna that morning. Instead, I went upstairs and woke my wife up with a kiss. "C'mon honey, I'm taking you and the kids to breakfast."
"What brought this on?" she asked with a smile.
"It's just been a long time since we spent a Saturday together with the kids. And hey, can we stop at a toy store while we're out? I need to buy some marbles."
"Well, Tom, it sure sounds like you're busy with your job. Hard to believe a young fellow should have to work sixty or seventy hours a week to make ends meet. It's too bad you missed your daughter's dance recital he continued. "Let me tell you something that has helped me keep my own priorities." And he began to explain his theory of a ‘thousand marbles’.
"You see, I sat down one day and did a little arithmetic. The average person lives about 75 years. I know, some live more and some live less, but on average, folks live about 75 years. Now then, I multiplied 75 times 52 and I came up with 3900, which is the number of Saturdays that the average person has in his lifetime.
It took me until I was 55 years old to think about all this in any detail", he went on, "and by that time I had lived through over 2,800 Saturdays." "I got to thinking that if I lived to be 75, I only had about a 1,000 of them left to enjoy. So I went to a toy store and bought 1000 marbles. I took them home and put them inside a large, clear plastic container."
"Every Saturday since then, I have taken one marble out and thrown it away. I found that by watching the marbles diminish, I focused more on the really important things in life. There is nothing like watching your time here on this earth run out to help get your priorities straight."
"Now let me tell you one last thing before I sign-off with you and take my lovely wife out for breakfast. This morning, I took the very last marble out of the container. I figure that if I make it until next Saturday then I have been given a little extra time. And the one thing we can all use is a little more time."
"It was nice to meet you Tom, I hope you spend more time with your family, and I hope to meet you again here on the band."
You could have heard a pin drop on the band when this fellow signed off. I guess he gave us all a lot to think about. I had planned to work on the antenna that morning. Instead, I went upstairs and woke my wife up with a kiss. "C'mon honey, I'm taking you and the kids to breakfast."
"What brought this on?" she asked with a smile.
"It's just been a long time since we spent a Saturday together with the kids. And hey, can we stop at a toy store while we're out? I need to buy some marbles."
Thursday, August 16, 2007
Customer Care Sense
A crowded United Airlines flight was canceled. A single United Airlines employee was rebooking a long line of inconvenienced travelers.
Suddenly an angry passenger pushed his way to the desk. He slapped his ticket down on the counter and said, "I have to be on this flight and it has to be first class."
The agent replied, "I'm sorry sir. I'll be happy to try to help you, but I've got to help these folks first, and I'm sure we'll be able to work something out."
The passenger was unimpressed. He asked loudly, so that the passengers behind him could hear, "Do you have any idea who I am?"
Without hesitating, the agent smiled and grabbed her public address microphone. "May I have your attention please," she began her voice heard clearly throughout the terminal. "We have a passenger here at Gate 14 who does not know who he is. If anyone can help him find his identity, please come to Gate 14."
With the folks behind him in line laughing hysterically, the man glared at the United Airlines employee, gritted his teeth and swore. "F*** you!"
Without flinching, she smiled and said, "I'm sorry, sir, but you'll have to get in line for that, too."
Suddenly an angry passenger pushed his way to the desk. He slapped his ticket down on the counter and said, "I have to be on this flight and it has to be first class."
The agent replied, "I'm sorry sir. I'll be happy to try to help you, but I've got to help these folks first, and I'm sure we'll be able to work something out."
The passenger was unimpressed. He asked loudly, so that the passengers behind him could hear, "Do you have any idea who I am?"
Without hesitating, the agent smiled and grabbed her public address microphone. "May I have your attention please," she began her voice heard clearly throughout the terminal. "We have a passenger here at Gate 14 who does not know who he is. If anyone can help him find his identity, please come to Gate 14."
With the folks behind him in line laughing hysterically, the man glared at the United Airlines employee, gritted his teeth and swore. "F*** you!"
Without flinching, she smiled and said, "I'm sorry, sir, but you'll have to get in line for that, too."
Wednesday, August 08, 2007
Economic Sense
A little boy goes to his dad and asks, "What is politics?" Dad says, "Well son, let me try to explain it this way: I'm the head of the family, so call me the Prime Minister. Your mother is the administrator of the money, so call her the Government. We're here to take care of your needs, so we'll call you the people. The maid, we'll consider the working class, and your baby brother, we'll call him the future. Now think about that and see if it makes any sense."
So the little boy goes off to bed thinking about what dad had said.
Later that night, he hears his baby brother crying, so he gets up to check on him. He finds that the baby has severely soiled his diaper. So the little boy goes to his parent's room and finds his mother sound asleep. Not wanting to wake her, he goes to the maid's room. Finding the door locked, he peeks in the keyhole and sees his father in bed with the maid. He gives up and goes back to bed.
The next morning the little boy says to his father, "Dad, I think I understand the concept of politics now."
The father says, "Good, son, tell me in your own words what you think politics is all about."
The little boy replies, "The Prime Minister is screwing the working class while the government is sound asleep. The people are being ignored and the future is in deep shit.”
So the little boy goes off to bed thinking about what dad had said.
Later that night, he hears his baby brother crying, so he gets up to check on him. He finds that the baby has severely soiled his diaper. So the little boy goes to his parent's room and finds his mother sound asleep. Not wanting to wake her, he goes to the maid's room. Finding the door locked, he peeks in the keyhole and sees his father in bed with the maid. He gives up and goes back to bed.
The next morning the little boy says to his father, "Dad, I think I understand the concept of politics now."
The father says, "Good, son, tell me in your own words what you think politics is all about."
The little boy replies, "The Prime Minister is screwing the working class while the government is sound asleep. The people are being ignored and the future is in deep shit.”
Friday, July 27, 2007
Shit Marketing
Some things certain marketers do just amaze me – that they were done at all! I can understand a strategy that’s poorly conceived or a tactic that goes horribly wrong. But self-inflicted stupidity is something that never ceases to amaze me.
For instance, if you travel north on TTK Road from Adyar Park, in Madras, you will find a hotel on the right just before Alwarpet junction. The hotel is named ‘One Way’!
What are they trying to say? That you can go in; but you won’t be able to come out???
But the winners in this game, without a shade of doubt, are the marketing wizards of the brand, Kaya Clinic. What did they do? Nothing. Just that they happen to be lead sponsors of a fantastic programme on Discovery Channel titled ‘Seconds to Disaster’.
Ladies and Gentlemen, here is exactly how the sponsorship sounds on the channel:
‘SECONDS TO DISASTER’ IS BROUGHT TO YOU BY KAYA CLINIC.
Now, what are the respected Indian Ivy League MBA’s running the brand trying to tell us? Entering Kaya Clinic is just seconds to disaster???
Shit Marketing!
For instance, if you travel north on TTK Road from Adyar Park, in Madras, you will find a hotel on the right just before Alwarpet junction. The hotel is named ‘One Way’!
What are they trying to say? That you can go in; but you won’t be able to come out???
But the winners in this game, without a shade of doubt, are the marketing wizards of the brand, Kaya Clinic. What did they do? Nothing. Just that they happen to be lead sponsors of a fantastic programme on Discovery Channel titled ‘Seconds to Disaster’.
Ladies and Gentlemen, here is exactly how the sponsorship sounds on the channel:
‘SECONDS TO DISASTER’ IS BROUGHT TO YOU BY KAYA CLINIC.
Now, what are the respected Indian Ivy League MBA’s running the brand trying to tell us? Entering Kaya Clinic is just seconds to disaster???
Shit Marketing!
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