Read Between the Ps

Almost every youngster I have met looking at the next big thing wants to work in Digital Marketing. Some of them, just by posting few Facebook posts, consider themselves to be the Digital doppelganger of Philip Kotler (or maybe Byron Sharp now!) Digital is largely experimental and it is still not mainstream - every brand believes that Digital is the next big thing - the best way to connect with millennials is to catch them online. However, in 2012, Ehrenburg-Bass Institute, based on a study of 200 brands on Facebook,   found that less than 0.5% of fans actually engaged with a brand (that is, undertook meaningful activity, including comment and share, rather than just ‘Like’).  It also found that Facebook fans were skewed towards heavy buyers, and that purchase frequency didn’t increase after someone became a fan. Again, for the uninitiated, Digital is not the same as Social Media. Have hardly met 'neo-experts' who talk beyond Social Media and SEO while re-enf...

Since the time P&G focused on moms, the creative+Emotional quotient has been inspiring, to say the least. The previous campaigns (covered in 2010 and 2011 ) have been rated one of the most viewed campaigns. Winter Olympics are coming - and they sure promise to be exciting. And if the mere thought of the competition and challenges does not get you excited, then here is something that will surely get your adrenaline levels running, atleast in your eyes! If your own Olympics of life, if you have ever fallen and then fought and got up again, this one will inspire you! Those of you haven't....well, LIVE life :)!

Holly would always come up with something that inspires you – that triggers that naughty bug that is sitting inside you wanting to jump out and explore that whole new world – this time, it is the world of moms – full of only moms and to-be-moms – young moms, new moms, happy moms and tired moms! This time she gives a direction to work upon, to make commercials women love – an old, light piece , but an insightful read - be where the moms are, talk to them, ask them questions, listen to them when they are talking and pay attention to what they are saying. “You’ll have fabulous, relevant, memorable commercial ideas coming out your ying yang” says Holly. If it sparked a thought in your head, shoot out and explore the world of moms – for that is exactly what I would attempt to do, in one of my next few entries (after of course, Tiger Woods and Japanese Consumers have been talked about!). As a thought starter, have a look at this wonderful ad shown during the Olympics Opening Night - Rated...

When you see the world's biggest retailer teaming up with the world's largest FMCG Company for a totally different field that none of them are more famous for, you know there is something cooking! According to C21 Media , Walmart and P&G are getting into movie production starting with their first tele-film titled “ Secrets of the Mountains ” to launched on NBC in a couple of months from now. Starring Paige Turco and Barry Bostwick, the two-hour film is about a mother playing a single mom who ends up taking her kids to a mountain cabin owned by her uncle, who embark themselves on the adventure of a lifetime (according to P&G Productions, which has been producing soaps, variety shows and telefilms for many years) Why movie production of all the things? The rationale given by Stephen Quinn, Chief Marketing Officer for Walmart is to give what shoppers want, and delivering their brand promise to " help families save money and live better ". On the other hand, Marc ...

How many times have you hummed a tune, which you really liked, only to realize that it featured in one of the recent Ads you saw? How many times have you seen a product in a store, and suddenly remembered the cute song that plays in its Advertisement? How many times have you purchased a product, only because you remember its ad on the TV/radio, and believe in the promises it has made? Such is the power of a tune…a jingle in an advertisement. Any marketing 101 book would tell you that one of the key brand elements critical to any campaign is the jingle – a background tune that enables a strong brand association and recall . As a marketer, one would ideally want a tune that sticks to the consumer, such that it acts as a cue for her future purchases, and keeps his product high on recall. Wikipedia defines a jingle as “ a memorable slogan, set to an engaging melody, mainly broadcast on radio and..on television commercials. An effective jingle is constructed to stay in one's memory ...