OVER DELIVER = UNDER COMMITMENT

DISCOUNT = WE STILL MAKE PROFIT
NEW AND IMPROVED = WE WERE NOT RESEARCHING BEFORE
NO.1 IN CUSTOMER CARE = WE WERE NO.2 ONCE

LIKE THAT
OVER DELIVER = UNDER COMMITMENT
THAT'S WHAT GIVES YOU MORE PROFIT
COMMIT LESS! SELL MORE!
DO ATTRACTING COMMERCIAL! NO EXTRAVAGANZA ADS!

Media has changed....but Truth Remains the same

when markets where on the seashore....where travellers are marketers .....every traveller carried a story and he sold his product with his travel experience....its very evident that Word of mouth is the right Branding strategy....

media has evolved 

internet has occupied free time of people 

but still all your virals Stand for Word of Mouth 

two things that hasnt changed

1. WHO ever you are- do you carry a global product that surprises every customer - in other way, Are you Global enough to meet your customers  

2. DO you have a story that belongs only to you - LIKE THE TRAVELLER 

Organised motivation Vs intutional motivation - Super Computer Vs Jesus Christ

when motivation becomes organised....it is a system. like every system that interests you in the begining with greater results becomes regular and a standard

Like JIT -
Just in time
Customer Service
Customer Relationship managment
ERP

motivation people is not posters and computer generated programs
now a days i started hating the word " MOTIVATION PROGRAMS"
imagine how Motivation Could be programmed.

employees need salary...corporates need profit. all of the motivation programs are money driven...its not people driven ...

....we need Jesus Christ....Lord krishna...brechers of love as HR managers....
i think we should ask the POPE to design a motivation program without money as motive...
then there is a possibility

SURPRISE NO.1 - A GREAT SURPRISE. A LONG LASTING RELATIONSHIP.

Chennai as a city has changed its outlook it recent times....with this there are some smaller business got affected also....

one of them is CYCLE REPAIR WORKSHOP in URBAN AREAS OF CHENNAI....

My friend who is an Advertising agency account manager told me....to get his daughter's bicycle repaired he has to hire an auto and reach mylapore from santhome....averagely 4 kilometer distance.

Puncture repair cost.= Rs.15. Auto Expense= Rs. 75 . 

so we did a small research in his apartment complex tried to calculate the number of bicycles there.... it has come upto 120+ ....where 60% of them were rusting for more than 1 year....

surprising....

and most of the cycles are Hercules, BSA .....

as we know about Manufacturer of these brand TI CYCLES ...is a part of USD$2 billion Murugappa group.

that means with the growing needs of traveling distances people have forgotten the habits of cycling....and switched to bikes and cars even for very short trip to near by Vegetable Market.

We came across the study on Why urban people dont ride bicycle anymore....the results are 

Heavy Traffic

Cycle is not Cool anymore 

Cycle is for school kids 

I got married 

and so on 

But the  major surprise result is 

what if my cycle got punctured on the way.? 

yes. reduced profit in the business of Cycle Repair Workshop has affected and been one of the

major reason why chennai urban people are not cycling anymore....

so we carried a small study in sub urban areas of Chennai...like PAMMAL, PALLAVARAM ...

there we found increase in bike mechanic shops but Cycle Repair Shops are still there....

and we see more people cycling to work...cycling to railway station. 

You might ask where is the surprise? 

So we called up TI cycles and informed them 

Our Apartment has 120+ cycles rusting can you help us out?

we thought in a country like india a cycle manufacturer would give a reply "

....its the duty of the Apartment Association to find a Cycle Mechanic from local area, bring him to the apartment and do the rest. we just produce cycles we dont service them" 

BUT WE HAD A SURPRISE ANSWER FROM THE CLIENT 

" when you want our repair team to be at your apartment?" 

yes, TI cycles has got a surprise that every urban cycle rider is looking for. " I WILL COME TO YOUR PLACE AND REPAIR YOUR CYCLE, BUT GET A GROUP OF CYCLERS, SO THAT OUR COMPANY DOESNT GET INTO LOSS" 

we informed the apartment association about this cycle repair service, you know the kids loved the idea.....and every rusted cycle is now waiting for full overhaul. 

Why i call this a surprise. because TI cycle has taken a step forward towards consumer.....a step further....a great surprise...and a long lasting brand relationship.

SURPRISE -A FRESH NEW LOOK AT MARKETING?

 Being a copywriter with a degree in MBA ....i have learnt the basics of marketing. With my experience working and handling clients for different advertising agencies and brands has given me an exposure that no copywriter would get by sitting as a full timer in a single advertising agency. 

we are in a time where advertising has importance only if you are a big spender like Hindustan Unilever to spend 450 crore as advertising budget.....

I find our markets are filled with similiar products, there is no more place for Positions, Technology and R&D departments producing UNIQUE SELLING PROPOSITIONS that are not unique anymore,  Price Discounts, Buy 1 - Get 3 offers, Buy Fridge you could get a chance to dine with an ESKIMO kind of offer, Dine with Asin, Date with Aamirkhan.... there is huge list. 

I know there are people who dont agree with me and Brand Positioning and USP still works. I completely disagree with you...after reading this book you will completely agree with me too. 

Ok in that case, Every Advertiser thinks how i am gonna retain my consumer? How am i Gonna Beat my Equal c0mpetitor? 

This series will answer these Questions? 

its all about advertiser who made a difference in the market like a magician 

its all about Marketing Mangers who had a genuine interest on consumers 

its all about the basic idea that Companies not selling products to consumers, its people giving values to people. 

I think this intro is enough. now get into SURPRISE!

Imagine a husband who forgot to kiss his wife for 30 days because of work pressure or i would say he has taken for granted. 

one fine sunday morning he wakes up early, prepares coffee and grabs a cup for his wife 

goes to bed , wakes her up and says " I LOVE YOU HONEY" and a kiss on forehead that shows She means a lot in her life. 

can you see the glitter in her eyes, the surprise in her face.....

yes that's what i am gonna talk about in this series.

if you still don' t believe this can be done in marketing.

wait for my SURPRISE NO.1

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....