Right to Piggy Ride

Amul’s comic snippets are loved by everyone. Marketing teachers are especially fond of them. I’m not sure how the professionals see it and what’s the correlation of those cartoons and sales, but it sure does a hell of a job with the TOMA. 

What Amul does is it releases 1 comic per week and whatever happens that week is generally the theme of the comic. So people read the comic, relate to the news, smile to themselves and remember Amul. It’s ingenious, using news to sell yourself. No one calls them cheap or piggy back riders. Same happens to everyone during cricket season, FIFA world cup season etc etc.

So what caught my attention? The new ad of Hero Hf Deluxe.  The ‘Talent’ theme. Here’s the vid.

Hero piggy back rode the elections. Make the buyer of Hf Deluxe look great, intelligent, rational, responsible and so damn patriotic. Oh btw Hero Honda took a dig at being patriotic a million years ago. Ok 8-10 years ago, Remember ‘desh ki dhadkan’ ??  Back when CBZ was new, I think I was in highschool. Bajaj was already famous for its Hamara Bajaj and came up with a new Hamara Bajaj for the new times, beautiful ad, you gotta watch it. Here,

 So, now we have political parties taking it to the tv, online media and stuff, so why not use the elections as a USP? You know play a little with the Consumer’s head, Idea cellular also did that, the new ‘no ullu banao-ing’ thing, ofcouse, Idea has a history of making videos of showing idea users  to be righteous and awesome but this thing about using elections to sell yourself is awesome! TATA tea started with the ‘Jagore’ program almost 6 to 7 years back. 

It’s as the guy says says in the new Hf Deluxe ad, the elections are India’s biggest talent show. How can anyone refrain from making a buck, right?

Novice Poker Effect

It had been a while since I had been sent out of a classroom… the last time this happened, I think It was in the OOPs lab in 2008, well teachers wouldn’t get offended that easily in UVCE I guess... anyway it was an interesting class of rural marketing and I seemed to be interested, but sadly I was caught fiddling with the phone and making some kinda tattoo on my hand and the teacher took offence at it and pushed me out of the class. But what I was googling about was the Myths involved in Rural Marketing. I’m not gonna bore you with what I found, heres a snap shot. 

Something I remember from class held my attention for a long time. The prof had said ‘One of the biggest myths about rural marketing is that the marketers think we rural buyers don’t ask many questions, they ask more questions than urban buyers, they are smarter than the urban buyer. They sometimes ask questions that seem silly and make you laugh, but we fail to find answers to such questions and that’s what makes rural marketing more challenging.’

Yes, we’ve heard this being said a lot of times. It’s almost a cliché. But something doesn’t fit right, does it? How could rural buyers with less exposure and information about what’s happening be harder to outsmart? Why would they be harder to sell to? Why do they ask harder questions? Why are they tougher to convince? Do they know what we’re trying to do from before? Not really. I like to call it, The Novice Poker Effect.

It happened roughly 2 years ago; out of boredom I decided to teach my cousin how to play poker and tried to play him a little. I couldn’t read him, I couldn’t bluff him, I thought he bluffed when he played simple and I obviously lost. The reason is simple. A novice poker player is not playing you, he is just playing his cards. It’s the same with Rural Marketing, a rural buyer is just playing what’s on his cards, he isn’t bothered about what or why a marketer is trying to sell. 

We could conclude that a rural buyer is not smart; he’s just like a novice poker player. Hard to read, hard to pick up trends and hard to know what he wants. It’s this Novice Poker Effect that makes us think a rural buyer is smart. If we understand that the rural buyer just looks at things from his side and dont try anything fancy against him, we would succeed. 

So to round it up, learn to play poker with a kid, maybe you’ll excel in rural marketing.

Piggybacking? No its just BBM on Android.

In one week I saw more than a hundred people post their BBM pin on their fb timeline. A few of them sent me their Pins on my whatsapp too. Some of my friends asked me what it was and some asked me what my BBM pin was. Well, I’m not gonna install BBM on my phone yet, but I’ve got to say, I’m really surprised.

I tried to look up on it and searched for it on twitter and on google news. Suddenly, BlackBerry is all over the news! The BlackBerry Z10 launch wasn’t even half as famous as this! And it was supposedly the flagship!! It hit me! Piggyback marketing!

 

My friend Akshay had just started freelance photographing for friends. He took small projects like mehandi rituals, children’s portfolio etc., this was one such child portfolio for a friend. He wanted about perfect photos of his 4 year old angel. Akshay had clicked about 6 photos and apparently he wasn’t comfy with the money part. No wants to pay 3K for 6 photos, especially if the photographer is a friend. So I was sent to deliver the photos and extract money from him. Akshay had told me to get atleast 1.5K from him, and also spiced it with the line ‘I’ll give you an envelope, 10% of what you bring from her is yours.’ btw  I was also a friend to that guy mind you. 

I stuck to my guns of praising the baby and telling him how much Akshay would like to work with the baby again. I didn’t ask him for 3K. I just said ‘Akshay sent me here to deliver the photos and collect the money.’  He knew how much he had to pay, if I opened my mouth I would just ruin what’s cooking in his head.   

Did he give 3K? Well you know how we are… He put 2K inside an envelope and wrote something about paying the rest when he comes back for the next session or something. The point is, I was scared, out of place, and so totally awkward about asking money from a friend, but I rode on Akshay. He and his photos were selling high, I just had to cling to him and do the job to collecting. And that’s all I did. Akshay later said that he got much more than what he’d expected and I got well… not the 10% but I learnt Piggybacking. 

Now the main point, Piggybacking is what BlackBerry did unknowingly. More than 10 Million app downloads, twitter and news coverage from all over the world and here’s more, there’s even a scandal about fake app reviews. They couldn’t have got this much publicity even if they’d planned it. 

The concept is again simple, Android is selling high, put BBM on Android and you’re famous again. One line! 

Could this mean the big bosses of BlackBerry will get their heads together and try more piggybacking? Well that depends on how desperate they are. Piggybacking can be a taboo when you’re someone as big as BlackBerry. Wait, what about BBM on Apple? Is that be just as popular? Well people who use Apple already have lots of chat services that are cooler than the average Android messaging apps.. so… we’ll see.

My dearest Nokia tried it with Microsoft windows phone, but you don’t piggyback on something new, you’re pigs gotta be big right? And in case of Microsoft, the problem is Microsoft isn’t doing that great by itself, plus windows phone is new… so it’s like Nokia tried to ride an amputee pig with a new artificial leg! Ok you try making sense of that! Bye :P

AlphaBetting

A strange word or rather a coalition of words caught my eye in The Hindu this week. Someone, I don’t remember the author or the article, but it was about a statement by someone regarding a minimum qualification for journalists. People, well journalists in particular were not so pleased by that.  The word that caught my eye was Academic Inflation. It does raise one’s brow doesn’t it? I have this bad habit of observing words, vocab if you want to call it. I like to observe and think and rethink about meanings and reasons for use of certain vocab. I think I was 16 years old when my sister took me as a ‘subject’ for her psychology practical exam. I was given a test and in the end she announced that I had poor verbal abilities.

Ouch!

Years later, the CAT 2012 proved her right. 

OK so my vocab sucks, maybe that’s why I’m interested in looking more closely at words and that’s how this caught me. Academic Inflation. It really is something, and it’s happening all around. How many times have you heard your peers saying “one degree just isn’t enough anymore”? My sister herself took up masters because she thought just having a bachelor’s degree was worthless. (I’m not sure how much she loved the subject, lemme not get on her bad side over a blogpost)  My dad had also told me that I really need to pursue a master’s course. He too thinks one degree isn’t enough. Forget these people, I can point a finger at anyone in a crowd and say he has atleast 1 friend, if not himself, in the US studying MS. It’s the trend. Two degrees is mandatory. 

My nephew was being admitted to a school and the enrolment application form said that both parents need to have a master’s degree. Seriously?? OK parents being graduates is common these days, but PG?? Come on!! So the value for education is decreasing. Today your kid can get a school admission if you’re a graduate, tomorrow you need to be a PG and then a PHD??

In economics, inflation is a rise in the general level of prices of goods and services in an economy over a period of time. Or a reduction in the purchasing power per unit of money right? So Academic Inflation would mean the reduction in credibility providing power per unit of education? Or something like that.

We’ve heard most people saying that they go for a master’s degree to add more value to themselves, but a degree is not a certificate of competence, is it? So what does that mean? The people who do masters are actually people who are incompetent to survive with just a graduation degree? Then doesn’t that make them less intelligent? 

With increasing popularity of Steve jobs and the kind; on the one side we have a propaganda about studies or structured education not being a necessity, and on the other we have people scrambling and swarming exam halls and classrooms because they want to be more credible. All these mean, the higher your educational qualification, the lower is your competence? 

 

So if we take a clean sheet approach where each person is stripped of their qualification or background, and graded based on their ability to think, work and other performance measurement criteria, then where would each one stand? Nooo we don’t want to do that… Cuz its just easy to throw around my weight cuz I have a fancy MS or a Phd.. but wait... So does everyone else in my country!! I’m gonna buy more degrees! Another Phd perhaps??

Hermit at the office

An interesting thought crossed my mind when the speakers started talking about their ‘past experience’ in the orientation program at my college. ( well yeah I’m back in the class room.. so you can expect more posts from me.. or lets see) they all said, I have 15 years experience in corporate world, I’ve learnt things for 30 years in a Bank or I have 6, 10, 12 years experience in the teaching profession . I said OK.

After a while it just occurred, if I do a BA in 5 years or an MBBS in 8 years or an MBA in 4 years, does that mean I know better than my friends who passed out in 2 years? No right? It means I was a poor student and I have less to credit myself. Here, more is less. But while speaking of work experience, more is more. Does it really have to be that way?

Why can I not learn how things done in 2 years? Or say 3 or 5 max… why do I have to do the same job for 10, 15 or 30 years to know all about it? Does that mean whatever I am doing each day is so less that I need to spend a long time to learn what I actually call my job? On the one side we are sacrificing so much in the name of work and then we realize that we have done and learnt so little then where’s the point of taking up such a job? Or living such a life??

If you are interested in collecting a vast experience base spanning over years then you’re aim is not to be the owner or leader of your business, it is simply to be the hermit, a hermit who has seen a lot of success over time and has learnt a lot, but only to end up as an old hermit with stories of his glorious past.  

Well, my regular readers might be thinking why the sudden change in attitude… well I just feel that if you are training me to run in a rat race, then stop feeding me tales of the hermitage on the hill and teach me how to run faster! Thank you very much!