Interesting India NO PARKING SIGN

Indians dont follow rules....its a very known fact 

thats why we could see more number of NO PARKING SIGNS in every gates of Tamilnadu especially chennai 

i have seen huge gates with more than three NO PARKING SIGNS sponsored by different advertisers 

For SMALL TIME and LOCAL ADVERTIESERS  NO PARKING SIGNS are a good medium to promote....but are they utilising the space available to them....

Just by NO PARKING HERE in Bold Letters and Giving your logo is not enough

you can dramatically use the space in copy or visually to promote your company 

in that case i found this NO PARKING SIGN for a Pest Control Company.....

so i clicked on my mobile ........

they promoted their service as well as the message 

have a look at it 

because creativity in advertising  is not only about great budgets.

its about simple ideas. 

want your luxury hotel rooms to be occupied? Contribute to Tourism

Recently i received a strange brief sheet from my servicing head
We handle chain of hotel client in tamilnadu.
the brief is really clear.

" at Pondicherry and Madurai Hotel Restaurant is doing good, but room booking and customers staying is not happening. if we don't see any result soon we need to think of changing the advertising agency"

I got zapped what a brilliant brief.

Ok lets analyze the facts
Pondicherry:

a weekend getaway for chennaites.
Union Territory of India so you get booze at the cheapest rate
so most of them go there for mini breaks and drink
if at all a customer comes he is not staying more than a day.
One night - Two days is the best option for Pondy.

Madurai:

Considered as Cultural Capital of tamilnadu
but if you go around Meenakshi Temple in one day
there is nothing else great about this city except the people.
Its considered one of the stinking cities of india.

So we thought
if the Hotel Client is still gonna talk about the rooms, service, Atmosphere, Restaurant and all that marketing gimmicks in the press ad campaign....no one is gonna stay.

because he gets the same facilities for a cheaper rate from a local competitor.
if at all, the customer stays....he needs to be zapped by the local Tourist spot knowledge. History about the place that is provided by our client.

Press advertisement should promote tourism, tourist spots, historical monuments, waterfalls, Backwaters, Galleries, Forts and every corner of the city that gives a surprise to the consumer

FROM client's Perspective the press ad will look like a Tamilnadu Tourism ad, let it be....

but When people think of Tamilnadu Tourism, They will remember you....

Give them Travel Experience and Places that the consumer wants to see and explore.

Give them not only Your Valuable Service.....Atmosphere.....Facility............
Give them Surprises....

Remember Clients.?!

Only Surprise can make them stay....

Luxury Brand Vs Premium Brand

Seth Godin is one of my favorite authors on marketing
but his explanation about Brands that appeared recently on his blog
made me to think. hope you will also like it.

Luxury goods are needlessly expensive. By needlessly, I mean that the price is not related to performance. The price is related to scarcity, brand and storytelling. Luxury goods are organized waste. They say, "I can afford to spend money without regard for intrinsic value."

That doesn't mean they are senseless expenditures. Sending a signal is valuable if that signal is important to you.

Premium goods, on the other hand, are expensive variants of commodity goods. Pay more, get more. Figure skates made from kangaroo hide, for example, are premium. The spectators don't know what they're made out of, but some skaters believe they get better performance. They're happy to pay more because they believe they get more.

A $20,000 gown is not a premium product. It's not better made, it won't hold up longer, it's not waterproof or foldable. It's just artificially scarce. A custom-made suit, on the other hand, might be worth the money, especially if you're Wilt Chamberlain.

Plenty of brands are in trouble right now because they're not sure which one they represent.

HIGH END BIKES IN INDIA

can you imagine a bicycles costs more than a nano? 

a bicycle that is 4 times of an average indian salary per year? 

but there are potential buyers for it? and you got EMI options also 

Cannon Dale, Bianchi, Firefox are some of the examples for it 

somebody has predicted the market size " 7000 bikes per year" 

and growing rate 25% 

targeted at fashion freaks, Fitness Freaks, celebrities, Executives, women 

these bikes are gonna be the next fashion statement of india, and a style fitness mantra. 

i know friends who brought cycles worth Rs.15000

but lets looks at average consumer and the sale brands like Hercules, Atlas, Hercules MTB, Hero Ranger, Ladybirds, which costs you exactly between Rs.1500 to Rs.5000

Citi roads of india still dont have seperate lane for bicyclers...

imagine how could a guy be happy parking his 2 lakh cycle in a shopping complex and that weighs 3 kgs ( easy steal) and do his shopping in india,,,,, no chance.

anyway lets wait and see how market changes.....

Will Mirinda & Coke - Local Concepts in Tamilnadu work?

Coca - Cola has already done a superhit local ad with Tamilnadu famous actor Vijay and it has replicated AMIRKHAN -Train-Blurb ad with Actor Vikram....

but i see suddenly companies trying out local strategies....
Actor vijay is back with Coca-Cola Open Happiness campaign....where in National ad we see Gautham Gambhir...and Hrithik Roshan....

i do like the localisation of Coca-cola ad featuring Vijay....its simple lyrics and visuals replicate the day to day life of tamilnadu...and one line that registers in my mind is " Vaa Thozha....Kudi...Coca-cola" that means " welcome friend....let's drink Coke"

but an ad for MIRINDA with Asin....it hate them all..
first that Typical.....BRIDE scene....come on man South Indians have evolved from asking the bride " DO YOU SING" or " DO YOU DANCE?"

and second in this particular i dont even a single art property that displays the brand color of mirinda (orange). most of them are blue.

but the second ad featuring asin as Vegetable Vendor in a gully market....so pathetic for a brand to stand between vegetables and fruits....the whole miranda brand lost its charm.....
it has truly become local.....

beleive me brothers and sister...i am into advertising for 5 years.....i understood the ad only the third time.....i saw it
as great brand gurus have always said " if you want mass....then forget class"

i directly compare that with FANTA AD featuring Genelia DSOUZA " signal loud....cut adikka allowed"
by luck Fanta has done a stupid ad........but what ever certain done....that stands for the color and brand of Fanta.......

if they have done a classy localised idea....i think miranda might have stopped selling.....
though their distribution is strong...

i think Mirinda will defenitely have to relook at their brand strategy of localising ideas....its good to localise but....think different.....take time to think of a television commercial....but dont stick on to a stupid idea of showing your celebrity as Market vendor....

Customer Funnel Theory - is it working?

I happen to meet a client who is a VP-of india's most recognised tractor brand?

as our meeing went on, he started talking about " HOT PERSPECTIVES"

dont You think HOT associated with Perspective sounds little PORN-type word

and he further explained about FUNNEL THOERY.

i have learnt that in MY MBA, at 2002.

Globalisation. new markets, Niche Markets after all this Jazz ......Is Customer Funnel Theory still working for clients

so i googled for an image of the funnel....it looks quite simple to understand. i think it is time Client look for a new theory....that is really more flat.

let's hope for the next best CUSTOMER THEORY of the world

i think why dont i try?......

Customer Funnel Theory - is it working?