Advertisements in the loo- Belive it or not

You are followed wherever you go! The other day I found a huge hoarding of a Known TV Channel showcasing their forthcoming movies on Air.Sounds fair enough , with so many channels doing rounds with every possible movies on Air, how else can they differentiate themselves.But the best part was , the same thing appeared in a Loo of a neighbourhood Mall .Belive it or not , I think the brain behind this idea has stuck the right place.One cannot escape from the channel- “whereever you go we follow you “.please spare me my private place shouted the comman human in me, but on the other hand the marketer in me deeply congratulated the brains behind it.Last but not the least,

I actually ended up watching movies on that channel.

Well I joined the tribe who happily increased the TRP’s for the channel!

Augmented Reality – The Moment of truth

Interactive newspaper!

The buzz is all around – Augmented reality is the next big wave in Marketing.

The basics first:

Augmented reality (AR) is a term for a live direct or an indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real-world with a simulated one.( Content source:http://en.wikipedia.org/wiki/Augmented_reality)

Increasingly , Marketers have started using AR for their Advertisements.Some amazing examples are

At the 2008 LA Auto Show, Nissan unveiled the concept vehicle Cube and presented visitors with a brochure which, when held against a webcam, showed alternate versions of the vehicle

In 2010 Walt Disney used mobile AR to connect a movie experience to outdoor advertising.

Stella Artois Le Bar Guide
Augmented Reality iPhone App that blends real world places with direction & interaction. It mixes a great balance of promotion, real live application and useful features into one branded iPhone app.

GE: The Smart Grid
Augmented Reality Example that featured on the front cover of Popular Science magazine in early 2009

http://ge.ecomagination.com/smartgrid/

WikiTude 4.0
A mobile based Augmented Reality Example that allows you to overlay many dynamic content sources into an augmented reality view through your phones camera video. It’s a great real world application where you can automatically display information based on what your pointing at.

Rayban Virtual Mirror
Augmented Reality Example that allows you to try on the entire range of Rayban glasses from your very own computer. Again, it works in some facial recognition where you map key points of your face, the app then utilises these as the directional markers to track the glasses nicely against your face!

and so on.

Ever wondered if you have to go to a retail clothing store and check yourself on a kiosk wearing different outfits, without actually trying it in the dressing room! Soon to be released I guess.

What if , you would find the celebrity in the newspaper Ad actually speak over your Android/ Smartphone while you are reading your morning paper.

The next tide in Marketing is here .Plethora of opportunities for the marketers to make the customer interact with the product .

You may actually experiance your homestay in your new home even before you have bought the place.AR will drive you in your dream car and in your dream home with just a brochure abd a smart phone.Phew..What an augmented reality!

Marketers-Combine the best Media  and  make the customers experience near to reality! You may end up winning the Cannes award for that!

Do share in your  thoughts .

Email marketing -know the terms

Email Marketing is one of the most used Marketing tool to reach out to the prospective customers. You have been designing Email campaigns, sending mass mailers , hey but wait a minute-are you aware of the Language and the jargons.Read through and armour yourself with the terms and speak the language of Email Campaigns .

Abandonment:Refers to an email, a Website, or an online shopping cart. Abandonment involves the customer responding by clicking through an email, navigating through a Website, adding contents to their shopping cart and leaving without finalizing the conversion.

Above the Fold :The part of the email message or Web page that is viewable without requiring the user to scroll.

Analytics: A technology that analyzes the performance of a Web site, online marketing campaign, or offline marketing campaign. Analytics often reviews not only the metrics associated with the campaign, but the user metrics as well.

AOV (average order value) :The average order value is determined by calculating the number of orders versus the total sales generated.

Authentification :An automated response that verifies an email senders address.

Autoresponder :An automated email message response capability traditionally launched by triggers, like subscribes, unsubscribes, abandonment, or conversion.

Block: A refusal from an ISP or email server to send your email.

Call to action.:The link or body copy in an email message directing the customer to the action. Actions may include click, download, submit, or purchase.

Click-Through Rate: The number of clicks in an email versus the number of emails sent. Includes multiple clicks by a unique recipient.

Conversion Path :The influence and experiences that lead to a conversion. A path can include multiple touches in both online and offline marketing.

Conversions: An email recipient performs the desired action based on an email received. A conversion can be defined as a lead, a sale, or a download.

Cost-Per-Acquisition :An email marketing ROI model in which a return is based solely on the qualifying actions such as sales or registrations. The actions are then measured against the associated costs.

Double Opt-In: Process by which a customer receives, via email, a confirmation of their opt-in request. The recipient must complete the necessary designated steps prior to receiving the email. Considered a best practice.

ECOA Email Change of Address.:A service that tracks email address changes and updates.Header Routing and program data at the start of an email message, including the sender’s name and email address, originating email server IP address, recipient IP address and any transfers in the process.

List fatigue :A condition where your list has diminishing returns due to frequency of sends or too many of the same offers, in too short a period of time.

List Management :Mailing list set up, administration, and maintenance. Can include processing subscribes, unsubscribes, bounce management, and list hygiene.

Open Rate :The percentage of html recipients who open your email. Opt-In: A specific request by an individual email recipient to have their own email address placed on a mailing list.

Opt-Out :Similar to unsubscribe, it is when a customer chooses to be taken off a mailing list.

Preferences :Options a user can set to determine receipt of messages (html or text), messages they want to receive, frequency of messages, or specific content they would like to receive.

Preview pane: A preview window used by certain email clients to provide a view of the message prior to it being opened.

Relationship email :An action message such as a purchase, complaint, service agreement, or warranty information. Generally not covered by Can-Spam requirements. Sometimes referred to as transactional messages.

Re-mail :Re-sending a message to those who didn’t open your original message, changing the subject line to better attract their attention.

Retention: The ability to prevent a customer from unsubscribing or opting-out by sending relevant, timely messages. Can also refer to the sales cycle.

Soft Bounce :Email returned due to a temporary error, such as an overloaded system or a user over their email storage quota. These messages are typically re-tried several times.

Thank-you page: Dedicated page that is displayed after someone completes a transaction or survey. May include a receipt.

Welcome Email: A message sent to a customer to inform them of their addition to a list and what to expect from future emails.

Win-Back :The process of targeting customers that haven’t purchased within a designated timeframe, and sending them offers that entice them to purchase again.

Happy Emails !Happy Customers !

Kano Model for Sales Negotiations

Kano model is one of the widely used models for Product development , QFD and Customer satisfaction.

Definition : The Kano model is a theory of product development and customer satisfaction developed in the 80s by Professor Noriaki Kano which classifies customer preferences into five categories:

• Attractive
• One-Dimensional
• Must-Be
• Indifferent
• Reverse

These categories have been translated into English using various different names (delighters/exciters, satisfiers, dissatisfiers, etc.), but all refer to the original articles written by Kano.

Attractive Quality These attributes provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled. These are attributes that are not normally expected, For example, a thermometer on a package of milk showing the temperature of the milk. Since these types of attributes of quality unexpectedly delight customers, they are often unspoken.

One-dimensional Quality These attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are spoken of and ones which companies compete for. An example of this would be a milk package that is said to have ten percent more milk for the same price will result in customer satisfaction, but if it only contains six percent then the customer will feel misled and it will lead to dissatisfaction.

Must-be Quality These attributes are taken for granted when fulfilled but result in dissatisfaction when not fulfilled. An example of this would be package of milk that leaks. Customers are dissatisfied when the package leaks, but when it does not leak the result is not increased customer satisfaction. Since customers expect these attributes and view them as basic, then it is unlikely that they are going to tell the company about them when asked about quality attributes.

Indifferent Quality These attributes refer to aspects that are neither good nor bad, and they do not result in either customer satisfaction or customer dissatisfaction.

Reverse Quality These attributes refer to a high degree of achievement resulting in dissatisfaction and to the fact that not all customers are alike. For example, some customers prefer high-tech products, while others prefer the basic model of a product and will be dissatisfied if a product has too many extra features.( source of content : Wikipedia)

Kano model can be applied to Sales negotiations :

Kano Evaluation

Now consider the above Kano evaluation table.

Before sitting on the negotiation table infront of the customer :

1. Quickly jot down  all possible offers that can go with the product

Eg: Car accessories, cash discount, extended service warranty, replacement warranty, free AMC’s etc.

2. Analyze your customers requirements based on the above Kano analysis table and segregate the offers accordingly

Eg: A customer may be delighted by free AMC’s and thinks it as must have .So offer him the same.

3. Bundle your final price based on analysis which you derived from the model.

Now isnt that simple and effective means to articulate your  offers to the customer.

Well,  its all about customers delight and what delights the customer makes your sale!

Go ! Win that order!

Disclaimer : This is purely my thoughts .Kano model is widely used in the industry for Product development and QFD functions.I have tried to extend this brilliant model to Sales and Marketing.Experts can comment on the viability of the same.

Smart Display at retail outlet

I  coudn’t   come back without taking a snap of the well done display at a retail outlet.

The colours used there and the whole set up of Christmas set  all was very attractive.Sure the brand in the picture must have gathered quite some sales .Good job by the creative team .

Hypercity Retail-Bangalore : Ganesha Display

Hypercity Retail at Kundalahalli, Bangalore had this interesting display of Ganesh  on the eve of Ganesh Chaturthi.

I must say, it caught attention of every footfall there in the mall.This particular retail has been showcasing the products very innovatively.The space utilization is very intelligently done to capture every shopper’s requirements.

They also have an  impressive list of items ranging from groceries to cosmetics to furnishings etc -name it and you get it.

Do pay a visit and check what welcomes you.I have see umbrellas hanging everywhere the last time I visited it.Do share your experiences as well.

Happy rainy shopping!

The all new CCD lounge

Had been to CCD lounge and must say not very much impressed with the interiors and the furniture.

The earlier image is so strong in my mind that the new look is not settling down in my mind.Perhaps, all Red and cozy chairs was more inviting than the new set up.

But yes, the Menu looks new and nice.They have introduced new beverages and pastries.

The price is also hiked and overall, not a pleasant experiance to hang around anymore.

One step towards closure

Just got to read this simple , yet so much applicable steps in moving closer to sales.As a salesperson we  make that N number of calls and still find no clarity in the closure.Follow these simple steps before making that call and see the difference!

Here are three tips for advancing the sale and establishing a solid next step.  If any one of these is missing or if you soften one in any way, you’re increasing your chances of stalling the deal… so be strong with all three!

1. Mutual Agreement – Both parties must agree to what happens next.  Make sure you get an explicit agreement from the buyer.  If you are worried that the buyer won’t agree to the plan, it’s better to know now.  You can either find an alternative course of action or move on to another potential buyer.
2. Move Closer to Completing the Deal– Even when you both agree to do something, if it does not move the process forward, then it does not serve your purpose.  It does not have to monumental, but it does need to move you closer to completing the deal.  Doing for the sake of doing… or to foster a relationship is not a next step.  It may help with rapport… which may lead to something down the road, but you need to focus on advancing the deal you are working now!
3. Schedule a Specified Time – When you both agree to an action that will move the sales forward, it must include a completion date… a follow through date… a specific deliverable date.  Not “sometime next week,” not “I’ll call you as soon as I am back from New York,” not “You know it’s both month end and quarter end, let’s talk next week and nail it down.”  Instead, pull out your calendar and say, “Let’s schedule our conference call for Monday at 11:00 AM″

Straightforward and simple… and they ALL have to be present for a next step to be a REAL NEXT STEP that advances the sale!

Found it so useful-just prepare your calls with an end in the mind and  steer the conversation towards that.

You wanna share your experience, please go ahead.

What Apple Maker believes in

“I think we’re having fun. I think our customers really like our products. And we’re always trying to do better.”

– Steve Jobs

“1. Steve Jobs said: “Innovation distinguishes between a leader and a follower.”

Innovation has no limits. The only limit is your imagination. It’s time for you to begin thinking out of the box. If you are involved in a growing industry, think of ways to become more efficient; more customer friendly; and easier to do business with. If you are involved in a shrinking industry – get out of it quick and change before you become obsolete; out of work; or out of business. And remember that procrastination is not an option here. Start innovating now!

2. Steve Jobs said: “Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”

There is no shortcut to excellence. You will have to make the commitment to make excellence your priority. Use your talents, abilities, and skills in the best way possible and get ahead of others by giving that little extra. Live by a higher standard and pay attention to the details that really do make the difference. Excellence is not difficult – simply decide right now to give it your best shot – and you will be amazed with what life gives you back.
3. Steve Jobs said: “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”

I’ve got it down to four words: “Do what you love.” Seek out an occupation that gives you a sense of meaning, direction and satisfaction in life. Having a sense of purpose and striving towards goals gives life meaning, direction and satisfaction. It not only contributes to health and longevity, but also makes you feel better in difficult times. Do you jump out of bed on Monday mornings and look forward to the work week? If the answer is ‘no’ keep looking, you’ll know when you find it.
4. Steve Jobs said: “You know, we don’t grow most of the food we eat. We wear clothes other people make. We speak a language that other people developed. We use a mathematics that other people evolved… I mean, we’re constantly taking things. It’s a wonderful, ecstatic feeling to create something that puts it back in the pool of human experience and knowledge.”

Live in a way that is ethically responsible. Try to make a difference in this world and contribute to the higher good. You’ll find it gives more meaning to your life and it’s a great antidote to boredom. There is always so much to be done. And talk to others about what you are doing. Don’t preach or be self-righteous, or fanatical about it, that just puts people off, but at the same time, don’t be shy about setting an example, and use opportunities that arise to let others know what you are doing.

5. Steve Jobs said: “There’s a phrase in Buddhism, ‘Beginner’s mind.’ It’s wonderful to have a beginner’s mind.”

It is the kind of mind that can see things as they are, which step by step and in a flash can realize the original nature of everything. Beginner’s mind is Zen practice in action. It is the mind that is innocent of preconceptions and expectations, judgments and prejudices. Think of beginner’s mind as the mind that faces life like a small child, full of curiosity and wonder and amazement.
6. Steve Jobs said: “We think basically you watch television to turn your brain off, and you work on your computer when you want to turn your brain on.”

Reams of academic studies over the decades have amply confirmed television’s pernicious mental and moral influences. And most TV watchers know that their habit is mind-numbing and wasteful, but still spend most of their time in front of that box. So turn your TV off and save some brain cells. But be cautious, you can turn your brain off by using a computer also. Try and have an intelligent conversation with someone who plays first person shooters for 8 hours a day. Or auto race games, or role-playing games.

7. Steve Jobs said: “I’m the only person I know that’s lost a quarter of a billion dollars in one year…. It’s very character-building.”

Don’t equate making mistakes with being a mistake. There is no such thing as a successful person who has not failed or made mistakes, there are successful people who made mistakes and changed their lives or performance in response to them, and so got it right the next time. They viewed mistakes as warnings rather than signs of hopeless inadequacy. Never making a mistake means never living life to the full.
8. Steve Jobs said: “I would trade all of my technology for an afternoon with Socrates.”

Over the last decade, numerous books featuring lessons from historical figures have appeared on the shelves of bookstores around the world. And Socrates stands with Leonardo da Vinci, Nicholas Copernicus, Charles Darwin and Albert Einstein as a beacon of inspiration for independent thinkers. But he came first. Cicero said of Socrates that, “He called philosophy down from the skies and into the lives of men.” So use Socrates’ principles in your life, your work, your learning, and your relationships. It’s not about Socrates, it’s really about you, and how you can bring more truth, beauty and goodness into your life everyday.
9. Steve Jobs said: “We’re here to put a dent in the universe. Otherwise why else even be here?”

Did you know that you have big things to accomplish in life? And did you know that those big things are getting rather dusty while you pour yourself another cup of coffee, and decide to mull things over rather than do them? We were all born with a gift to give in life, one which informs all of our desires, interests, passions and curiosities. This gift is, in fact, our purpose. And you don’t need permission to decide your own purpose. No boss, teacher, parent, priest or other authority can decide this for you. Just find that unique purpose.

10. Steve Jobs said: “Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
Are you tired of living someone else’s dream? No doubt, its your life and you have every right to spend it in your own individual way without any hurdles or barriers from others. Give yourself a chance to nurture your creative qualities in a fear-free and pressure-free climate. Live a life that YOU choose and be your own boss.

( Content courtesy:http://www.educopark.com/life-lessons/view/10-golden-lessons-from-steve-jobs)

Top Brands:Business Week survey

Emergence of new Branding formula was showcased a few days back.However,Top  Global brands have still retained their  brand image through all these transitions.Heres’s BusinessWeek’s report on top brands .Well, does that mean ABCDE of Branding still remains the same or has the transition of  ABCDE already begun?

http://images.businessweek.com/ss/06/07/top_brands/source/1.htm

Heres how a Brand is born.

Brand names come in many styles. A few include:

Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese’s Pieces or Dunkin’ Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders’ names: Using the names of real people like Hewlett-Packard or Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker( Courtesy:Wikepedia)

Finally heres “A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters.” – Howard Schultz (president, CEO, and chairman of Starbucks)