Posts Tagged ‘Spotlight Communication’

Simplicity Of Communication Should Be The Most Desired Aspect

May 24, 2016
Kirit JAsani

Kirit JAsani

If you are able to keep your communication simple, without a doubt, it will be well understood by the target audience. But, it seems this simple rule is not being understood by many advertisers and authorities. Let me take you through one interesting example!

Have you ever travelled from Surat to Ahmedabad using Baroda Express Highway? With the development of infrastructure, entry from Baroda side to Ahmedabad has witnessed a dramatic change in looks. The moment you reach this entry point; you will find a flyover and a straight road. The obvious question arises to most of the travelers is which one leads to Ahmedabad? So, highway authority has marked both the roads with their names. One road direction is marked as NH-48 and another as NE-1.

NE

This is the junction where most of the time you will find a car standing and a driver is looking for help to decode these abbreviations NH-48 and NE-1. He needs to know, which road leads to Ahmedabad? The majority of the times there is hardly anyone to help, especially at night. Now, many people may say that drivers are expected to have basic knowledge about routes and such abbreviation. Absolutely right, but here we are discussing the simplicity of communication. Further, as per the old numbering NH-48 was running in an entire state of Karnataka and not in Gujarat. As per new numbering now Karnataka road, from Mangaluru to Bengaluru, is identified as NH-75.

Now assume, sign boards at Baroda Express Highway entry points are replaced as Ahmedabad and Delhi instead of NE-1 and NH-48 respectively or Ahmedabad Express instead of NE-1 and Ahmedabad National Highway instead of NH-48. Will it confuse any driver? I think no. If your purpose is to help the travelers choose the right direction without compromising on speed and passing from any difficulties; marking both the roads with city name is a better idea. Simplicity makes it work!

So, whether you are developing a signage, a poster, a brochure, a hoarding, a website banner, an e-commerce portal or any other form of communication ensure, it’s easy to understand. If it’s not simple enough, certainly it will not work the way creator has expected.

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Advertising Insights by Kirit JAsani

April 11, 2016
KJKJ

Kirit JAsani

If something is easy to reach, we tend to use it frequently. That is true with information also. In past 7 months, I have shared information with you on branding and advertising by writing various topics on my blog. I hope; this information would have been of some help to you. However, it is quite possible, for some reasons you may not get connected to my blog precisely when you want to refer a particular post. So, I have prepared a PDF mini book of past 12 posts. Just download it and keep in your PC or iBooks and refer it as and when required.

CLICK ABOVE IMAGE TO DOWNLOAD PDF

TOTAL VISITS OF THIS PAGE

Following 12 points are covered in this PDF mini book.

  1. How to use customer testimonial in ad?
  2. The power of simple visual
  3. What if your brand name is inspired by a product subcategory?
  4. Demonstrate your key feature visually
  5. Perceived leader is always winner
  6. How long you should continue with same visual?
  7. Should PR precede advertisement?
  8. Is a good brief reason of good work?
  9. It’s Shockvertising!
  10. In Marketing Perception is everything
  11. The critical decision in marketing, line-extension or new brand launch
  12. Marketing lesson in RSS’ move from shorts to trousers

 

Marketing lesson in RSS’ move from shorts to trousers

March 21, 2016
Kirit JAsani

Kirit JAsani

In their three-day annual meeting of Akhil Bharatiya Pratinidhi Sabha, the highest decision-making body of the RSS (The Rashtriya Swayamsevak Sangh), decision is taken to phase out their traditional Khakhi shorts. Now, Swayamsevak will wear wood brown/coffee colour trousers. The core reason presented for this change is to remain in tune with the time and trend. This decision also reflects that RSS is very democratic and accepts changes.

RSSWhatever the reason may be, let’s we focus on the marketing aspect of this development. Take a simplest form of exercise, what comes to your mind when you think of RSS? Khakhi Shorts or popularly known ‘Khakhi Chaddi’ would be the answer from most of the people. Whether anyone agrees or not, but these Khakhi Shorts are inseparable visual of RSS. It has stayed with RSS for last 91 years! Till 1940, the uniform of the RSS was all khakhi, both shirt and shorts. The khakhi shirt was replaced with white shirts and then the leather shoes replaced with long boots in 1973. In 2010, RSS replaced the leather belt with ordinary belt. That means the only unchanged element is ‘Khakhi Chaddi’.

Now try to think about other organizations with Khakhi Shorts. Hardly anybody would be able to recall another organization or institute, right? That means Khakhi Shorts are uniquely identified with RSS. It acts as a visual hammer for RSS. From marketing point of view, if the target audience can identify a brand with a particular visual, that brand would enjoy high mindshare and top of the mind recall. If you see someone dressed in White Shirt and Khakhi Short it may induce you to ask, ‘Hey, are you visiting any RSS Shakha? Likewise, this unique association has worked for millions of people in identifying Swayamsevak of RSS.

Now, imagine a scenario down the line six-month hereafter when around 50,000 villages, towns and cities of India have absorbed this change of Khakhi Shorts. Then, a person is passing by you in white shirt and wood brown/coffee colour trouser. Will he or precisely his uniform, inspire you to think of association with RSS? There is hardly any possibility. Because trousers are common in life, shades of wood brown or coffee are equally common. And normally, we do not notice common things. We are attracted to unique. We tend to remember the different one and Khakhi Shorts are different.

Here is the lesson. If your brand is identified with a unique visual or with a particular colour, think hundred times before changing them. The moment you change such unique visual or colour; brand loses its unique identity as well. This loss affects brand recall and ultimately sells register in a long run. Let’s wait and watch what happens with RSS decision?

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The critical decision in marketing, line-extension or new brand launch

March 9, 2016
KJspot

Kirit JAsani

When a marketer of a successful brand is having an opportunity to enter a new category, this question comes to surface whether to extend the brand in new category or to introduce a new brand? Decision is not easy!

In such a scenario, normally logic comes out as a winner and not the practical thinking. Logic says, ‘our x brand name is very well-known and is trusted by a huge customer group. So it will be very easy to have acceptance of new product under the same name. Further, we will save on cost of promotion as we would be promoting only single name’. As I mentioned, logically absolutely correct! But marketing is neither that logical nor that simple. Let’s understand it with a practical example.

Limbu Logo

Kashtabhanjan Food and Beverages LLP is the owner of brand ‘Limbu’. Under the brand-name company was selling soft drink. Gradually, they introduced Thick Shake and Ice Cream under the same name Limbu. Why under the same name? Logic, Limbu brand is popular, available at around 45 franchisee outlet and no need for separate budget of promotion. But marketing is not that simple, so we had a tough time to convince all partners of company that customer of soft drink and customer of ice cream is different. You buy soft drink products, mostly to assist in digestion whereas ice cream for taste. Now it was easy to see; the target audience was expecting a totally different benefit from the same name. Further, Limbu Ice Cream as such was misleading. The first-time user might buy it under the influence that the product is a creation with Limbu (Lemon) as an ingredient.

Livosty logo

So under the guidance of Spotlight Communication finally client agreed to launch new brand, Livosty. Today, a wide range of Juicy, Dolly, Chocobar, Kulfi, and Cone is available under the brand-name Livosty. Limbu continues to serve as a soft drink outlet with its franchisee model. Now, the company is able to take advantage at both the fronts.

Remember, if there is no synergy in expectations from two different categories, kill the logic. Go with practical approach and launch a new brand.

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In Marketing, Perception is Everything

February 18, 2016
Kirit JAsani

Kirit JAsani

We experience the world around us with one or more of the five senses, which includes touch, sight, sound, taste and smell. Through these sensory experiences we gain knowledge of various elements in our environment and at the same time those experiences also help in deciding on response action. Essentially, these experiences build perception and we act on those perceptions. So, for a marketer these perceptions are of prime importance.

Three soapLet’s explore perception of three brands of soap. Dettol, this brand of Reckitt Benckiser is mostly used to clean and protect your skin from germs. Unilever’s Lifebuoy also stands on the same attribute of advance germ protection. On the other hand Wipro’s Santoor brand is focused on younger looking skin with its sandalwood and turmeric ingredients.
So, as a customer when we start using Dettol or Lifebuoy soap we develop an experience on the parameter of germ protection, but when we use Santoor soap our experience remains focused on younger looking skin. If this experience is good customer would continue with the brand and if the experience is bad the brand will be no more in consideration of future buying.

Now, all these brands have extended into the segment of hand wash. So let’s first understand why hand wash is important? Washing hands with soap and clean water is of critical importance to avoid getting sick and spreading germs to others. Especially washing hands before any meal is extremely necessary in India, because at least to eat roti it is necessary to touch it by hands. This is exact moment when a germ can enter your body and chances of getting sick get increased.

Three hand wash

Now, based on a perception, which brand of hand wash you would buy? Obviously the one which kills germs, right! It can be Dettol Hand Wash or Lifebuoy Hand Wash or any other brand which you think can give you germ-free skin. But the probability of using a brand of hand wash, which promises you younger-looking skin, is extremely thin. Though the brand has not been extended in a too distant segment, I still doubt on the acceptability. A product can enter a house due to promotional benefits, but they are short term. I am no astrologer to predict a future of any brand, but broadly based on perception, I can say the brand which holds a strong perception of Germ Protection or Germ Killing will get succeeded. Let’s wait and watch what happens in a long run!

Remember, create a strong perception about an attribute in your marketing and do not extend such a brand in a segment where that attribute is not making practical sense.

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