This action might not be possible to undo. Are you sure you want to continue?
him and sells itself.” Peter F. Drucker
Dear Readers… It gives us immense pleasure to announce the launch of the third edition of Market Rook. As in our previous two editions, we continue our endeavour to enlighten our readers about the latest trends from the world of marketing, while ‘understanding the marketer in each of us’. Today the principles of marketing have lent their flavours to every sphere of life. The current edition of Market Rook aims to familiarise you with three such domains- political, green and digital marketing. The cover story is about ‘Social Squared’- a start-up in the field of digital marketing, which gives you a bird’s eye view of the emerging trends in the field. NITIE Marketing Group with its sponsor Lead Start Publishing has again successfully conducted an online article writing competition across 200 B-schools and we are glad to publish the winning entries in this edition. The first theme of the article writing competition analyses how political campaigning is now virtually reduced to political brand wars. The second theme gives you an insight into the increasing relevance of marketing of environment-friendly products in consumers’ life. NITIE Marketing Group extends its heart-felt thanks to all participants and heartiest congratulations to the winners. The magazine assures you a great learning experience with fun. The magazine is aimed at empowering all to-be marketers with the know-how to win. Your valuable feedback will help us grow and improve.
Editor, Market Rook The marketing magazine of NITIE, Mumbai
Cover story: The World of digital marketing beckons
Music in Advertising
Can green be the magical word for the marketer in 2013?
Political branding: can it make or break a leader?
Cover story : The world of digital marketing beckons..
Social Squared, a one-stop digital marketing agency, is based in Mumbai. Started as a social media agency, it has developed expertise in SEO, Google advertising (SEM), email marketing and inbound marketing. Nikesh Rathi and Amey Asuti, the co-founders of Social Squared, take questions on their
Amey Asuti Nikesh Rathi
Eventually the numbers grew through positive word of mouth.
How did the idea of Social Squared occur to you? As I and my partner were working in the field of marketing after passing from IIMs, we observed the gradual shift from traditional marketing to online Media. Looking back five years ago, less than 5 % of marketing budget was spent on online media, but now it’s much more; the reason being the rise in customer touch points of online media and a Tech Savvy present generation. Seeing the growth and opportunity, we thought of entering into this field. How was the transition from a comfortable job to entrepreneurship for you? The job was not quite comfortable. When you work for others, you feel restricted and your freedom circumscribed. The mind-set is like pehle aise hota tha... toh hume aise hi karna chahiye (It was done in this way before, so it should be done in this way now). Generally they rely more on past data while being less receptive to how the future can shape. When the opportunity in the market is so high, why not be a part of this change? Why can’t I be my own boss? What are the challenges you faced when you started Social Squared? How did Indian Market respond to this novel idea? After quitting my job, I had to start from scratch for this idea. There was no financial house or big corporate to back us. We contacted clients for business but got cold response from many as the idea of digital media marketing had not percolated deep enough. We started convincing clients and answering queries on our website. We initially started with a few clients.
How do clients gauge the success of online media marketing? As such, it is difficult to directly correlate success of online media marketing with the final sales. But we manage to get leads, of which some part are qualitative and some are quantitative. Some leads are the cost per click, the annual website visits, visits on Pay Per Click Campaign(PPC), traffic sources and the degree of engagement on Facebook and twitter, which one can easily track using Google analytics. How is your pricing to the clients different from traditional marketing practices? What are the types of cost involved in this? Our pricing model is somewhat similar to that of IT industries and advertising agencies, and depends on the kind of output our client wants. Costs are directly related to the man power employed. A business like ours needs people who can think and act differently. How do you see the future of digital advertising unfolding? The future of digital advertising is great. Down the line, I don’t think it will ever go obsolete. Gradually the audience is shifting from newspaper to TV to YouTube and Facebook. But marketers will continue to reach out to them through novel ways and customer touch points.
What risk is involved in this type of media marketing? The major challenge for us is to convince clients that the money they are putting in is for long term benefits and it’s really difficult to see quick results. Most marketing managers are in late thirties by age. Even if they have fair idea about emails and latest social networking sites, they do not having idea about digital marketing. They are under the misconception that the traditional mode of marketing like TV is more successful, but the reality is that the target group that an advertisement on TV reaches is not focused. Also, it fails to yield details on how many of them actually end up in buying. What innovations do you offer to your clients? In our business, the idea of making ads is of utmost importance. One thing, in which we are different from others and we take pride in, is that we are proactive as an agency while dealing with client and after deal is clinched, we provide a constant follow up and service. Share some experiences of failure or success you have had till now? Truly speaking, we started with failure. Initially we were not able to live up to the expectations of our clients. We were under a wrong notion that family run businesses were more inclined to social media marketing. In fact, they were more inclined to the traditional way of doing marketing through print and TV. About success I would say it’s all about setting expectations right. There hasn’t been a single case where we had committed something but failed to deliver.We started as a social media and within a span of less than a year, we were into many dimensions of digital marketing. We are competent enough in all those fields and all of them are contributing almost equally to our revenue stream.
How do you see the new platforms like Google hangout and graph search in Facebook opportunity? Hangout can work in few cases where celebrities are involved. The thing is that every medium must have something new to offer to people. Restrictions are far lesser in hangout as compared to twitter, which has a constraint on the number of characters. Hangout is still in nascent stage and it can offer marketing platform for higher end products. Graph search is introduced in FB and if it works well and reaches to the customers, we will utilize the platform. One must be aware of what is going on in the market. Like orkut was there, now is Facebook, who knows what would be the next most popular social network. Now we are targeting the websites which are more social and can reach maximum number of people. What are the types of clients approaching to you for digital marketing? We are dealing with clients from diverse fieldspharmaceutical sector, health care sector and international clients in mobile sector. We are designing websites for premium gym, various ecommerce sites. Fundamentally, there is no difference in the nature clients approaching traditional media and digital media agencies. What are your future plans and to what extent are you flexible to changes? Being a player in this industry, it is of paramount importance for us to be aware and constantly imbibe technological changes. Not keeping abreast with the changes can be disastrous. We need to be much more prepared and proactive to embrace changes than even our clients.
Music in Advertising
When Idea Cellular launched its new communication campaign with a catchy jingle, it immediately went viral! The new advertisement from Idea- ‘Idea Rings All India’ depicts the diversity, footprint and seamlessness of India, and how Idea’s customers benefit from its pan-India network. This new commercial shows Indians from every corner of country, with varied cultural backgrounds, connecting as 120 billion people big happy family, all of whom are seen humming one song - ‘Honey Bunny’ - albeit with a regional flavour! The campaign is aimed at highlighting the strength of Idea’s pan-India coverage which helps people of this huge Indian family stay connected with their Honey Bunny’s wherever they go – from Kanyakumari to Kashmir, Guwahati to Gujarat, Bengaluru to Ladakh, Orissa to Rajasthan, or Bihar to Mumbai. In modern India, people are shifting to towns and cities for career, education and family commitments, resulting in more travel and communication requirements. Mobile has effectively bridged this distances, and Idea’s strong pan-India network offers strong connectivity across the length and breadth of India, connecting people with their ‘Honey Bunny’s’! Music makes a friendly connection and people like to do business with their friends and people they like. So it was ‘Honey Bunny’ jingle responsible for huge success of idea campaign. The use of jingles within advertising media started in the 20th century, with jingles in radio and television commercials as well as music playing statically in the background.
With the emergence of the internet, sounds became attached to interactive elements. Sound in such dynamic and interactive media either appear as sound-logo, as advertising jingle or as background music. In the last years, a trend to interactive advertising media can be identified. Such media often focus on manipulating visual objects that are usually constituent parts of the brand identity. Music does not appear at all or play only a secondary role by supplementing the visual interaction or statically playing in the background. However, the identity of many brands is defined by both a visual and acoustic appearance. A good jingle catches the customer's attention and makes him (or her) think twice about a product; a bad jingle might make a company famous for the wrong reasons, or discourage people from looking at a certain brand. Anatomy of a good jingle A Good jingle comprises these four fundamental components: 1. Name of the Product 2. The Differentiation- The Unique Selling Proposition (USP) 3. The Concise Statement- Crisp words conveying the message 4. The Musical style and genre with the tempo and feel Ad Jingles have always been the heart and soul of any Indian TV Commercial. Whether it is Lifebuoy or Washing Powder Nirma, Ad Jingles say it all. A musical ad jingle is thoroughly entrenched in the minds of consumers. Most of the best remembered products have jingles in their ads. Here are some of the striking jingles.
1. Jab main chhota ladka tha, Badi shararat karta tha, Meri chori pakdi jaati… Jab roshan hota Bajaj. (Bajaj Bulbs and Tubes) 2. Hema..Rekha..Jaya aur Sushma.. Sabki pasand Nirma… Washing powder Nirma NIRMA!!!(Nirma Washing Powder) 3. Kuchh khas hai hum sabhi mein, Kuchh baat hai zindagi mein.. Baat hai khas hai, kuchh swad hai.. Kya swad hai..Zindagi mein. Asli swad zindagi ka..!!(Cadbury Dairy Milk) 4. Zara si hansi, dulaar zara sa, Amul, Zara si anban, pyar zara sa, The taste of india.(Amul) 5. Kya aap Close Up karte hain? Ya Duniya se darte hain?
Aur Penalty bharte hain? Aap Close Up kyun nai karte hain? Ulti Seedhi chalte hai? Oho..Hmmm Aahahahaaa… Confidence se jalte hai? Close Up kyun nahi karte hain? (Close Up) 6. Jab Ghar ki raunak badhani ho, Deewaro ko jab sajana ho, Nerolac, Nerolac. (Nerolac) 7. Hum mein hai hero Hum Mein hai Hero Dil se kaho, hey, hai Hum Mein Hai Hero Milke kaho, hey, hai Hum Mein Hai Hero Hum mein hai hero Hum mein hai hero…( New Hero MotoCorp)
The usage of music and jingles in marketing has proven to be of importance. It creates a brand image which is easy to remember and, in combination with other marketing tools, promotes the product. Combining jingles with slogans further reinforces the brand image.
We talk about popular brands in the foods segment, apparel segment, personal care segment and so on. But have we ever considered a multibrand retailer as a “brand” in itself? Take shopper’s stop as an example. What about an e-commerce multi-brand retailer as a brand? The most popularly known e-commerce sites among internet surfers are Amazon, Ebay, Myntra, Yebhi, Jabong, Flipkart etc. Which one would you choose for shopping? Started in 2007 in selling books, Flipkart today has moved from being a pure bookstore to selling products in more than 14 categories. With revenue of 500 crores in FY-12, it’s the Indian online market leader in selling books and enjoys a market share of around 80%. Based on a simple idea that the urban youth today is more aware of technology than before, Flipkart actually sells ‘convenience’ to people who are too busy to go to markets for shopping or those who want a hassle free shopping experience.
Think of ‘ANY’ book name, and just flip it! Flipkart has cashed in through their powerful Search Engine Optimization (SEO) strategy- search for “<book_name> free ebook“ or “<book name> pdf download” you would always get Flipkart among the top results. It was Flipkart that introduced Cash-onDelivery(COD). Besides COD, it has at least 4 different Payment Gateways integrated. Unlike most other ecommerce sites, Flipkart never leads you to CCavenue page, thus bypassing an unnecessary page. You are auto redirected to the banks page; the required parameters are directly passed to CCavenue and not through a user interface. The ‘Prepaid Wallet’ feature allows you to store money into your account and purchase items directly through that money without the hassles of credit cards for each transaction.
So, what factors have added to Flipkart’s brand equity?
The 'On Time Delivery', another novel idea that Flipkart pioneered in. It initially banked on courier services, which fell through. Then it developed its own system of delivering books to your doorstep before the promised time. A Live Inventory System that displays items in stock, and the number of business days required to deliver. The Flipkart draws its uniqueness from the following factors: • A robust distribution and procurement model and robust logistics • Great packaging- tamper proof, weather proof, breakage proof • Great order visibility; fast delivery and sticking to the promised deadlines • Various acquisitions over the years that have helped them in acquiring market shares in almost all categories they operate in. Here is a glimpse of some striking acquisitions : WeRead, a social book discovery tool, gives Flipkart a social platform for buyers to make informed decisions based on recommendations from people within their social network Mime360, company a digital content platform
Amazon’s failed attempt to acquire Flipkart and its quiet entry in 2012 through jungle.com can be seen as the greatest threat to Flipkart. However, it should be able to compete and survive since it already has attained a respected brand name in India. Some of Flipkart’s latest ad campaigns have focused on social media. Here is a sneak peek. Granny & the mouse(2010) No kidding. No worries(2011) Shopping ka Naya Address(2012)
Besides, they have an extensive presence in social media like twitter, youtube and facebook with over 1 million likes. With online retail industry pegged to reach $1.5 billion by 2015, ecommerce continues to hot up as we see more and more internet companies are entering into the online market. It’s only with time that we can say that Flipkart that is currently leading in the online market space will continue to wear the throne or not.
Chakpak.com, a Bollywood news site, offers updates, news, photos and videos (Flipkart has acquired the rights to Chakpak’s huge digital catalogue) Letsbuy.com, India's second largest eretailer in electronics.
Can Green be the magical word for marketers in 2013?
FMCG major HUL has already reduced carbon emissions by 30% and waste generation by 35% as a part of Unilever Sustainability Living Plan. Apart from the obvious energy efficiency bit it has also helped them gain some carbon credits under the CDM programme of UNFCCC. [Source: Business world, 30th January 2012 edition]. This newly found love for Mother Nature is a win-win situation for the industry and the customers and “green” can actually be a miracle word for the marketers to sell their products. Let’s find out how…
Debanjan Nag, NITIE Going Green – the present scenario The extension of the Kyoto Protocol commitment period to 2020 in UN climate talks in December 2012 in Doha widened the scope of green implementation in the industry across the spectrum. This also paved a considerable path for the companies to market their products and services and improve their brand equity in 2013. No sooner had the convention come to an end than telecom giant Airtel came up with its first sustainability report in January 2013 claiming a 11% reduction in greenhouse gas emissions per terabyte in network infrastructure. But corporate buzzwords like going green” and “sustainable development” are not new to the business scenario. ITC’s Social Farm and Forestry Programme transformed 1.14 lakh hectares of barren land into a green tract from which 66% of their total pulpwood for Speciality Papers Division is extracted. This also meant a reduction of 4011 kilo tonnes of CO2 emissions between 2010-11. The tobacco honcho also has all its hotel properties LEED platinum certified placing itself on the top of Green Building Environmental Council rankings .In 2010 PepsiCo India has been able to replenished 4.3 billion litres of water i.e. more than the company uses for manufacturing its aerated beverages.
Green consumers A Green consumer may be any responsible individual who cares for the environment, believes in sustainable consumption, and maintains decorum in hygiene and moral or ethical in his approach of purchasing things. Green consumers are usually young adults, new parents, doctors, etc. who care for others and want to make a change. The role of a green marketer is either to track these green consumers or convert regular consumers into green ones by using specific marketing tools. A recent study by the Cooperative Bank in the UK suggested that around one in three people in the UK purchased on the basis of ethics in 1999. At least 5% of consumers consistently search for ethical labelling, recycle, get involved in boycotts and discuss issues related to brands. In the USA Roper Starch Worldwide has identified five segments of consumers each with varying degrees of concern and action: •The ‘True Blue Greens’ (major green purchasers and recyclers – 11%) •The ‘Greenback Greens’ (will buy or give green, won’t make lifestyle changes – 5%)
•‘Sprouts’ (who care but would only spend a little more to buy green – 33%) •‘Grousers’ (who see the environment as a problem, but somebody else’s – 18%) •‘Basic Browns’ (who care/won’t care – 31%) essentially don’t
Marketers can also use eco labelling, ISO 14001 certifications and sustainability reports to enhance the brand value and trustworthiness for the product. Green initiatives like recycling as taken by Nokia and Dell involves a lot of customer engagement which positions the brands in an altogether different sphere in the minds of the customers. The toughest task for the marketers is to convince the customers who have ample apathy towards green products. To counter the same the best route should be not to market the product as a green product but to highlight its other salient features. For example Espirit Holdings never markets it clothing and accessories as green products but something as truly fashionable. The herbal cosmetics can be marketed as chemically harmless products. Conclusion: A win-win situation for customers and marketers The boom in the green market is a boon for the marketers. The marketing mix can be optimized in a different way, out of the box unique selling points can be offered to the customers and at the same time the brand value can get a boost. At the same time the customers save energy and water to curtail down expenses and obtain pleasure in being a responsible citizen by selecting sustainable consumption as a way of life.
[Source: Marketing and Sustainability by Charter, Peattie, Ottman and Polonsky, April 2002] Marketing green products A theory of marketing management proposes “the greater the total perceived value, the greater chance of the product being bought”. Now, Total Perceived Value = Total perceived benefit/Total perceived cost where total perceived benefit = total functional benefit + total subjective benefit. So, if the marketers can enhance the total perceived benefit in the minds of the customers by increasing the subjective benefit of the product it will in turn spell well on the sales. For example, replacing a Non energy star clothes washer with an energy star one can save up to $110 per year (http://www.nrdc.org). Some energy star rated AC models save up to 25% of the energy utilised thus reducing electricity bills by 25% (http://www.thedailygreen.com). ENERGY STAR certified clothes washers use about 20% less energy and 35% less water than regular washers. A full-sized ENERGY STAR certified clothes washer uses 15 gallons of water per load, compared to the 23 gallons used by a standard machine. Over the machine's lifetime, that's a savings of 27,000 gallons of water! If every clothes washer purchased in the U.S. this year earned the ENERGY STAR, we would save 540 million kWh of electricity, 20 billion gallons of water, and 1.4 trillion BTUs of natural gas every year, resulting in energy bill savings of about $250 million, every year (http://www.energystar.gov). Thus less electricity and water bills can be a fruitful subjective benefit offered to the customers of non-green spectrum to convert them into green customers.
Political Branding: Can it make or break a leader?
Political Branding??? The word “Political Branding” refers to the communicative, informative, appealing use of symbols, images, slogans, music or anything based on a well-defined market research that could turn a lacklustre political campaign into an attractive one. It is a marketing strategy and emotional connect adopted by politicians to emphasize and resonate their brand image in the minds of masses to attract them during voting. The branding is done to keep the idea alive so as to sell over and over again. Historical perspective of Political Branding Political branding and campaigning to win majority al branding and campaigning to win majority goes hand in hand. It finds its traces back into the annals of US election as a medium for popularization. Campaigning was supported with the changing form of media and communication. In 1828, Andrew Jackson utilized his nickname as “Old Hickroy” to portray an image of strength followed by John Quincy Adams who used print media to his advantage blaming Jackson for the death of soldiers and used coffery image on posters.
Divyanshu Kumar Singh, IIM Lucknow
The world of branding has been setting new standards in every day’s life since the inception of marketing. It has taken innumerable forms to put an emotional connect with the consumers and several companies prospered mainly due to innovation in branding. Nowadays, emphasis of major companies, organization whether individual or group is to connect with their consumers and gain their psychological support. This concept of branding has penetrated into politics under the name of “political branding” and politicians, bureaucrats worldwide start using as a part of their political agenda to gain the majority. But before we start stepping our foot more into the in-depth association of branding with politics, let us have a close look at what does brand stand for? It refers to anything that provides a unique, differentiating and popularizing association of ‘anything’ with their people. Politics has been influenced by such concepts and what has emerged in recent times came to be known as ‘political branding’.
asking youth to come forward to put an end to corruption. Brand Modi has become more important than party values.
Figure 1: Images used by John Adams to defame Jackson
Later on, this kind of campaigning became the part of political agenda with changes involved due to evolution in technology. In 1969, Joe McGrinns published the “Selling of President” describing in detail how Richard Nixon was ‘marketed’ and ‘sold’ to the American people by aggressive advertising. From John Kennedy to Barack Obama with political messages like “new day in America” and themes like ‘Hope and Change’ bolstered their political image during election process.
Political Branding: A buzzword or Need for political survival Political branding is neither a buzzword nor a magic bullet but it is a psychological representation which involves consumer power. Earlier it was narrowed down as a means to an end to achieve selfish motif but modern political branding represents a decisive shift in voter mobilization and indicates decreasing barriers to entry in the political arena, opening doors for outsiders to influence masses and creating wide impact which can even turn the country’s economy. In the present scenario, it represents a strategic construction of an emotional connection representing the rationale behind candidate selection and voter preferences for the survival of party in the political context. Political branding can make inroads in consolidating democracy. Building Political Brand: A Competitive Advantage
Figure 2: Political branding tactics used by Obama during election process with McCain
Gujarat CM and firebrand political leader Narendra Modi played vote bank politics by arousing the sentiments of young India to make India a global brand during his speech at SRCC and
Branding claims differentiation and unique image set up in the minds of people. Politics mainly involves the amalgamation of party policies, leader, candidate, services and issues. Political branding is considered as the sales pitch during “political point of sale” where candidates are products and voters act as consumers. A well-defined market research
reduces the complexities of political branding to a well-defined concern related slogans, symbols and relevant images which leaders use to position themselves uniquely during election process. Political leaders take certain issues in mind like increase funding for health and education, removal of poverty, building world class infrastructure, issues related to environment to emotionally connect with people through slogans, heroic messages, media images, tweet messages, blogs and symbols to support their sayings by infusing such brand image in the minds of masses. O’Cass (2003) explored the nature of political conduct during a formal campaign period, finding that there were six key aspects to the political product from a party perspective: political party, policies, services, candidate, leader and issues. He showed that candidate could not separate these six aspects while choosing a candidate during elections. Among them, politician party is the strongest determinant of customer expectation of service. Importance of Political branding In a less differentiated political world, an out of box thinking is enough to create a unique image of the politician among masses. This unique relatable thinking and its visibility in the market is widely supported by branding. To make it visible and appealing, one creates a slogan; create music, spread buzzwords and posters to symbolize oneself as an ideal candidature for elections. It is way of “teamifying” your product. Speeches like “Yes We Can”, symbols like “bicycle” is used to psychologically connect to the masses.
Conclusion Certainly political branding strengthens the image and creates a competitive advantage for politician in the minds of common people during electoral process. It bolsters the ability of candidate through his/her branding methodologies and paves the pathway for a leadership. The lesson that could be gained from political branding is that while the brand might have targeted the niche, it is essential for the brand to symbolize beliefs and values universally so as to connect with people for support, recommend and hire for future leadership.
How often have you found yourself perplexed in a shopping mall, struggling to make a buying decision from myriads of similar brands on the shelf available at the same price? How about the sheer number of ads bombarding you through TVs, internet and mobile phones? How does all this bafflement eventually translate into a ‘purchase’? This poses a tough challenge to marketers to sway the prospective customer’s decision to their favour at that very moment. The traditional marketing research, which analyses customer behaviour is based on focus groups, fails to gauge customer behaviour in such complex situations. The buying behaviour of consumers must be deconstructed thoroughly to understand their brain’s response to products and advertisements. Fortunately, the novel concept “neuromarketing” has come to the marketers’ rescue. Neuromarketing uses neuroimaging techniques to ‘hack’ the subconscious and emotional states of brain to build the right advertising message. It gives marketers an insight to effect subtle changes in their communication so that it resonates with consumers and arouses desirable emotions. Techniques used are: Functional Magnetic Imaging(fMRI), Electroencephalography(EEG), Eye Tracking Galvanic Skin Response Resonance
Marketing challenges; eg. what do customers want?
Better communication campaigns
Neuromarketing research measures evoked emotion, attention and memory
Neuromarketing strategy and recommendations
Data collection and analysis
Some striking examples: 1. Walmart redesigned its logo in 2008, on account of the negative vibes around its branding to conjure up a more consumer friendly image.
2. Pepsi’s new logo conveys many positive emotions when interpreted as emoticons.
Here is a glimpse into a typical neuromarketing process.
3. Yahoo aired its 60 second commercial (a part of $100 million campaign) after conducting EEG tests on consumers. 4. Facebook researched how its ads influence the unconscious perceptions of individuals. 5. Ebay’s PayPal neuromarketing research revealed peopled looked for more fast transaction than safety and security, the earlier themes in its ads. This tool has received flak from critics, who have questioned its veracity and intrusion into privacy of consumers. Nonetheless, it has found acceptance by marketers of many leading companies.
A Thumbs-up from Cadbury Cadbury was facing tough times engaging fans on social media. It came up with an innovative idea. It ran a live stream of Facebook “like” thumbs-up built from Dairy milk bars on its Cadbury dairy milk Facebook page. Fans were invited to add their chunks and cheer the workers. It took 48 hours and 3 tons of chocolate. It gave Cadbury 1 million fans. Visit: http://www.hypernaked.com/blog/a-giant-chocolate%E2%80%98thumbs-up%E2%80%99-from-one-million-chunksof-cadbury-dairy-milk/
Blend it!!! To popularize its products, a blender company started a creative campaign known as “Will it Blend”. They showed the durability of their products through a series of videos in which blended latest gadgets including iPhone, human skull, magnets etc. The videos became an internet sensation and generated millions of views.
Future behind the present: The Burt’s Bees way The company which sells skin products took an unconventional way to show customers the effectiveness of its products. It moved ahead of the conventional “beforeafter” campaigns. It placed a billboard on a busy street. It showed woman with dry, flaky skin. These flakes were made of coupons of Burt’s Bees products. As people peeled the coupons off, it revealed a new image of same woman with soft and smooth skin.
Some of the most interesting billboards!!
Catching your Eyes MacDonald’s (left) in china created a buzz for its chicken nuggets by placing two giant bowls of sauce below two elevators with picture of chicken nugget on them. Every time the elevator came down, it appeared as if nuggets are dipped into bowl. A Dutch insurance company marketed itself by placing stickers on expensive cars(right) on streets that resembled scratch. Then it uploaded a video of fooled motorist on YouTube which went viral. It also distributed stickers to visitors to fool their friends.
Eight Marketers of NITIE MARKETING GROUP
Special Thanks: Shenbagamoorthy M.
Send us ur feedback at firstname.lastname@example.org
Follow us on https://www.facebook.com/pages/Market-Rook/305689942784362?ref=ts&fref=ts
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.