Saturday, August 21, 2010
Monday, August 2, 2010
Charities and cold calling
In the last two days I have strangely received a couple of marketing calls from some well known NGO brands.
Anyway,the purpose of this post is to express my displeasure with such cold calls that subtly want to remind individuals of their social responsibility. I understand their pressures to raise donations, but I don't really agree with the concept of cold calling, insensitivity and stating a minimum amount that can be contributed apart from subtly trying to induce a certain amount of guilt when rejected,hoping it can be converted to a financial commitment.
No doubt their causes are admirable, but their approach is something that has left a bad taste for me.Am sure there are better and classier ways to market their brands and solicit contributions for their noble pursuits rather than imitating our credit card companies and their tele callers.
Anyway,the purpose of this post is to express my displeasure with such cold calls that subtly want to remind individuals of their social responsibility. I understand their pressures to raise donations, but I don't really agree with the concept of cold calling, insensitivity and stating a minimum amount that can be contributed apart from subtly trying to induce a certain amount of guilt when rejected,hoping it can be converted to a financial commitment.
No doubt their causes are admirable, but their approach is something that has left a bad taste for me.Am sure there are better and classier ways to market their brands and solicit contributions for their noble pursuits rather than imitating our credit card companies and their tele callers.
Sunday, August 1, 2010
Opportunities a plenty
India's cultural and social diversity as well vast diaspora offer tremendous opportunities for marketeers. There are plenty of markets within markets that can be tapped. Its about finding the perfect balance between the common thread that holds things together (National), as well as the unique strands that make up the thread (Regional)
Second could yet win the race
Wonder in general why brands especially in the consumer electronic business are always in a hurry to be the first to introduce a product into the market just for the sake of being the 'First' hoping they could be market leaders, without thoroughly testing their launches for glitches and problems.
A customer is keen to get his hands on the snazzily marketed new 'first' that promises the best specs, game changing user experiences ,cutting edge design, etc and then ...once its out and, after the initial euphoria he notices that there are quite a few glitches that just dampen the ownership experience. Its no more a special feeling. It does affect one's trust with the brand and, in some cases could lead to brand rejection.The potential fall out of which is negative word of mouth publicity with his peer group.
At times its better to be patient,sort out the chinks in the armour and offer a robust,stable and memorable brand experience that builds not only trust but brand affection.Second could be first!
A customer is keen to get his hands on the snazzily marketed new 'first' that promises the best specs, game changing user experiences ,cutting edge design, etc and then ...once its out and, after the initial euphoria he notices that there are quite a few glitches that just dampen the ownership experience. Its no more a special feeling. It does affect one's trust with the brand and, in some cases could lead to brand rejection.The potential fall out of which is negative word of mouth publicity with his peer group.
At times its better to be patient,sort out the chinks in the armour and offer a robust,stable and memorable brand experience that builds not only trust but brand affection.Second could be first!
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