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Digital Baaten

small thoughts amplified

Month

January 2017

Making a short film- easy steps

It is not as challenging as it sounds. It is just the optics that sound dangerous. Actually it is quite simple. However, a few things do need to be kept in mind before you start rolling. After all, you don’t want this to be a mindless exercise.

So here goes. Keep the following in order and then give it to creativity.

  • Get an Android smartphone with a better camera.You need a clear camera with a HD quality before beginning. An iphone will also do.
  • Let everybody give their own creative ideas about your project. Make sure you don’t curtail your creativity. First, go to a blue sky phase where you discuss even the wildest ideas. Next come to a verification of those ideas and pick the one that you think is doable within your constraints and framework.
    • Make sure everybody has a chance to share ideas.
    • Think about possible story-lines and genres for the project, such as action, comedy, survivor, horror, etc.
  • Plan out your action and main lines before filming.This will avoid you from any confuse or unclear dialogue or action movement. You don’t necessarily need a set script, but it helps to have a solid plan.
    • Remember to plan it be carefully and be clever. What you need plan is the storyline (plot), actor action, dialogue and movement, location of film and camera anger or position.
    • Make sure you create a believable/fun dialogue that’s easy for the actors to read to avoid from any confused or mistakes.
  • Find a place to film.Make sure location of film is safe from any disruptions, and be sure to not trespassing. Get a permission from owner of location or lands before taking a film.
    • Ask for permission first before starting to shoot.
    • If action is involved, make sure the location that you choose is safe.
    • Make sure the place that you choose is free from noise sound.
  • Make sure everything is ready.Make sure your crew has memorized the dialogue, action, movement, etc.
    • Don’t force your friends/crew to do any stunts or dangerous action moves that they’re not comfortable with.
    • Give your friends/crew time to memorize the dialogue.
  • Start shooting!In this step, start recording your action and make sure to cut and retry again if you experience any disruptions or mistakes.
    • Taking and recording the film from smart phone can be tricky at first, but becomes easier with practice. Make sure your Android is in the good position and angle. Always cut and switch another position of your camera to take another shot.
    • Make sure to hold your phone perfectly!
    • Always tell your cameraman to focus during recording to make sure your end result will be clear.
    • Make sure you pause or stop the recording when trying to switch to a new angle/focus.
  • Reshoot as needed.If someone makes a mistake, just start over and try again. Don’t give up.
    • Don’t be mad or angry if a member of your crew makes a mistake, because it’s normal. Everybody can accidentally make a mistake during filming. What you have to do is make sure your crew is paying attention and is serious about doing the film.
  • After everything is done, replay the recorder.Make sure everything came out how you intended it.
    • If you spot any mistakes, try shooting that particular scene again. You don’t have to start the whole film over, since you can edit together different shots and scenes later.
  • Start editing.You can download any video maker from Google Play Store, and search for good options online (check the reviews). When you find one you like, use it to trim your video and merge your different scenes into one film.
    • If you have a computer rather than an Android phone, you can download any video application on your computer. If you need a better application, just search Google for reviews.
  • Add special effects.If you want to put any explosion or any special effects, you can download any FX action movie application from the Google Play Store.
  • Keep it active and don’t give up!Making a film is not easy. You may need a few days, or more to complete your project, depending on the scale. Just keep yourself alive.
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Film – The Groups

The Groups

So here are the groups.

A few suggestions

  • You can keep your group flat without any hierarchy. However in my experience, I have seen that having a leader always helps. Somebody needs to have the last word.
  • You can also have a designated operations manager – somebody who keeps track on the various aspects of timelines and production.
  • Spend some time in ideation and brainstorming. It will always be easier when you are clear about everybody’s opinions and what you need to eventually do.
  • In my experience, a story board or a sequence sheet helps – as does a concrete script. As marketeers, your need to be specific and definite. You need to have a plan.
  • A simple plan could entail – Objective, Target Audience, Story Line / Methodology, Schedule and Budgets and tracking.

All the best – do well. Remember – The best works are not only original – but something that matters….

Group 1

151110 Bhaven Jayantbhai Pandya
151205 Aditya Kesharwani
151253 Tanmay Atul Ahuja
151325 Indumallika Borah
151420 Irfan Ali

Group 2

151120 Jaykumar Tulsidas Lunagariya
151207 Ajeetesh Mishra
151256 Varnika Mishra
151326 Jaynish Kirtibhai Patel
151421 Juhi Singh

Group 3

151126 Laveen Advani
151210 Aman Marwaha
151259 Vishnu Dharmaseelan
151333 Navneet Teotia
151426 Manmohan

Group 4

151132 Nikita Hada
151213 Anirudh Jindal
151260 Vivek Anilkumar Toshniwal
151338 Prasad Rajendra Joshi
151435 Ramya K

Group 5

151139 Priyanka Pramod Gupta
151222 Debadatta Ratha
141228 Kevin B Simon
151340 Radhika Maheshwari
151440 Sakshee Jain

Group 6

151143 Rahul Mehta
151225 Gaurav Singla
151303 Akhil Nayak
151343 Rahul Pandey
151446 Shreya Udayan Ambegaokar

Group 7

151148 Samar Shilpesh Chotaliya
151228 Harsh Rajen Doshi
151304 Amit Mukherjee
151344 Rahul Raj
151448 Shubham Kumar

Group 8

151152 Shrey Jai Modi
151230 Jayesh Agrawal
151307 Ankush Mundhra
151353 Shubham Gupta
151451 Srishti Roopchandani

Group 9

151156 Sidharth Manohar Nandwani
151247 Satish Kumar Roy
151308 Anshul Sinha
151358 Utkaarsh Yogesh Sharma
151453 Sweety Rani

Group 10

151157 Sumedh Menon
151249 Shivam Vohra
151309 Anshun Brijen Gosalia
141304 Arpit  Kothari
151454 Tahirkhan M. Pathan

Group 11

151158 Sumeet Sunaria
151250 Shruti Mathur
151312 Anurag Mukeshkumar Mehta
141336 Pulkit  Jain
141403 Advit  Seth

Group 12

151203 Abhishek Pramod Salunke
151251 Siddarth Surana
151313 Anurag Raut
151402 Aashish Janardhanan

Group 13

151204 Adhirajsinh Chudasama
151252 Spandan Bhavenbhai Patel
151323 Hetvi Yogesh Bhavsar
151414 Deepak Meena

 

Group Project 1 (Groups Follow)

The Task At Hand

Hi All. Been a few days since we communicated. But that’s ok. You have all had some time to think about what we have already discussed. So now – The first group activity.

The idea is to make a film. A film on any subject. The idea, script and creativity aspect is best left up to you guys.

However, a few clear guidelines

  • The film needs to be shot on a mobile device (Tablet or handset)
  • The film needs to be edited through online means
  • The film cannot be over 3 minutes long (The ideal length would be within 60 to 90 seconds)
  • The film needs to be in Hindi, English or Hinglish. (No, I am not biased against any language – but that’s the brief)

Try not to spend any money on props or settings while making of the film. You MUST all have a level playing field.

That’s not all

Once you have completed making the film,

  • At the bare minimum, upload the film on Youtube.
  • Then bring it on to other Social media platforms
  • Do up a Sharing / Contact / View program
  • Now let yourself fly

And then…

Make a short presentation of less than 10 minutes. I am suggesting powerpoint, but I leave the options to you guys. If you are making a powerpoint presentation, I would request you to go through a site called Slidemodel.com. This site has latest internationally accepted templates….Just to keep yourselves updated. In the presentation, cover the following points…

  1. Why did you make the film that you did? What was the raison de tre as such?
  2. Who did you make the film for? Basically your target audience definition
  3. What were the online and offline measures you took to promote your own film?
  4. How many likes, shares, views did you have?
  5. How did you follow the analytics of the film (Views) and what did you do to increase it?

Please note the following –

Ideally I would not advise or want any of the groups to spend any money in terms of promoting the film. If you do spend money, then include the following in your presentations

  • Why did you need the budgets?
  • How much budgets did you take up?
  • What was an element wise break up of budgets?
  • How much of the budgets were spent on promotion?
  • Channel wise spend list.
  • What was ultimately a CPV (Cost per view that you broadly achieved)

I am always there for any of you to consult and help if required.

All the very best

Class Characteristics

Analytics – Some Gyan

Being book smart is good. The outcome of book smart is rarely better for analytics practitioners then folks trying to learn how to fly an airplane from how-to books. Hence, I have been obsessed with encouraging you to get actual data to learn from. This is all the way from Aug 2009: Web Analytics Career…

via Be Real-World Smart: A Beginner’s Advanced Google Analytics Guide — Occam’s Razor by Avinash Kaushik

Assignment -20th January 2017

You as consumers share a lot of branded content on social networks. This could be a video, sponsored article, tips/how-tos, images or an infographic.

Think back to the last time you shared a piece of branded content:

  • What was it, how did you share it and why?
  • How do you think sharing that content reflected on your digital self?
  • What would a brand have to do for you to associate yourself with it on a public social channel?

Now write your answers and discuss amongst yourselves. Submit your answers to me the next time we meet

Reading up part 1 – 18th Jan

 

Hi. So Baaten continues. There is some reading that I would like you to do. Some stuff that I would like you to brush up on. I am providing some of the links below.

https://www.thinkwithgoogle.com/intl/en-gb/articles/social-engagement-buying-question.html

Would like you to go through with a fine tooth comb. Will discuss in our Next Class.

I would also like you to go through the following videos

– https://www.youtube.com/watch?v=p2Pe8Bl5b14

Apart from these, you may find the following useful as well

http://wearesocial.com/uk/special-reports/digital-social-mobile-worldwide-2015

We would have discussed some of this in the class this evening.

Have a lovely time. Cheers

 

 

 

 

 

 

Marketing and Its ‘Berlin Wall’ moment – (Digital Possibilities)

I remember my first job assignment. I had to plan to launch a telecom service in a whole region representing 65 million people.

In those days, emails were all that we had to go digitally ballistic in India, and, a banner was something that you printed on 6 feet of white cloth and hung between lamp posts.

It was all about outdoors and print and ‘in shop’ displays and, ‘innovation’ was when you went beyond your brief and did mall branding, building wraps and 3D glow boards. In fact you were assured of a promotion if you did cluster branding at no extra pressure on the budgets and fit in a road show or a van promotion to scream out your products and brands from a microphone handled by an enthusiastic (and terribly underpaid) young promoter with a Brand T Shirt, Denims and Funny shoes (and a baseball hat – branded at that).

Those were the days, when the challenge was about getting a full page ad out on time and then tracking the ROI. It was about matching swatches and deliberating on copy and then praying that the press didn’t screw up the late edition.

I would be up at 4 am morning and drive down to the newsagents to see the first print before the papers went out for delivery. The days, when the colours were awry and the format all screwed up, I used to send defensive texts to my boss and hope that I had a job at EOD.

And things did go wrong. Murphy was the guiding principle and there was little one could do other than blaming someone else for it.

We got by.

It was all about consistency and tone. There was a Primary target audience and the rest came in through what was known as the ‘Umbrella effect’. These afterthoughts, were the Secondary targets. Segmentation was rudimentary and ‘After Marketing’ was more of a thought than practice.

Iconic campaigns were those that were consistent through decades in their mssging and tonality. Some of the campaigns that were really iconic in those days were Hamlet Cigars and VW polo.

https://www.linkedin.com/pulse/api/edit/embed?embed=%257B%2522created%2522%253A0%252C%2522lastModified%2522%253A0%252C%2522type%2522%253A%2522video%2522%252C%2522owner%2522%253A%2522%2522%252C%2522title%2522%253A%257B%2522localized%2522%253A%257B%2522en_US%2522%253A%2522CDP%2520Classic%2520ads%2520-%2520Hamlet%2520Cigars%2520%25281966%2520-%25201997%2529%2522%257D%257D%252C%2522description%2522%253A%257B%2522localized%2522%253A%257B%2522en_US%2522%253A%2522The%2520comprehensive%2520set%2520of%2520Hamlet%2520Cigar%2520adverts%2520from%25201966%2520to%25201997%2520including%253A%2520%2527Music%2520Teacher%2527%2520%25281966%2529%2520%2527Launderette%2527%2520%25281968%2529%2520%2527Venus%2520de%2520Milo%2527%2520%25281974%2529%2520%2527Tennis%2527%2520%25281975%2529%2520%2527Robot%2527%2520%25281977%2529%2520%2527Cowboy%2527%2520%25281978%2529%2520%2527Car%2520Wash%2527%2520%25281981%2529%2520%2527Pink%2520Shiny%2520Dome%2527%2520%25281984%2529%2520%2527Photobooth%2527%2520%25281986%2529%2520%2527Wall%2527%2520%25281990%2529%2520%2527Hangman%2527%2520%25281996%2529%2520%2527Glow%2520Worm%2527%2520%25281997%2529%2520Classic%2520ads%2520from%2520the%2520Collett%2520Dickenson%2520Pearce%2520%2528CDP%2529%2520agency.%2522%257D%257D%252C%2522author%2522%253A%257B%2522name%2522%253A%2522olliedann%2522%252C%2522url%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fuser%252Folliedann%2522%257D%252C%2522provider%2522%253A%257B%2522name%2522%253A%2522YouTube%2522%252C%2522display%2522%253A%2522www.youtube.com%2522%252C%2522url%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252F%2522%252C%2522favicon%2522%253A%2522https%253A%252F%252Fs.ytimg.com%252Fyts%252Fimg%252Ffavicon-vflz7uhzw.ico%2522%257D%252C%2522request%2522%253A%257B%2522originalUrl%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fwatch%253Fv%253DNIckHmwZAeI%2522%252C%2522finalUrl%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fwatch%253Fv%253DNIckHmwZAeI%2522%257D%252C%2522images%2522%253A%255B%257B%2522url%2522%253A%2522https%253A%252F%252Fi.ytimg.com%252Fvi%252FNIckHmwZAeI%252Fhqdefault.jpg%2522%252C%2522width%2522%253A480%252C%2522height%2522%253A360%257D%255D%252C%2522data%2522%253A%257B%2522com.linkedin.treasury.Video%2522%253A%257B%2522html%2522%253A%2522%253Ciframe%2520class%253D%255C%2522embedly-embed%255C%2522%2520src%253D%255C%2522%252F%252Fmedia.licdn.com%252Fembeds%252Fmedia.html%253Fsrc%253Dhttps%25253A%25252F%25252Fwww.youtube.com%25252Fembed%25252FNIckHmwZAeI%25253Ffeature%25253Doembed%2526amp%253Burl%253Dhttps%25253A%25252F%25252Fwww.youtube.com%25252Fwatch%25253Fv%25253DNIckHmwZAeI%2526amp%253Bimage%253Dhttps%25253A%25252F%25252Fi.ytimg.com%25252Fvi%25252FNIckHmwZAeI%25252Fhqdefault.jpg%2526amp%253Bkey%253D03fb819bf74246bf972444a07b738ad0%2526amp%253Btype%253Dtext%25252Fhtml%2526amp%253Bschema%253Dyoutube%255C%2522%2520width%253D%255C%2522640%255C%2522%2520height%253D%255C%2522480%255C%2522%2520scrolling%253D%255C%2522no%255C%2522%2520frameborder%253D%255C%25220%255C%2522%2520allowfullscreen%253E%253C%252Fiframe%253E%2522%252C%2522width%2522%253A640%252C%2522height%2522%253A480%257D%257D%257D&signature=AfFccSZA30j-oEQhDlhfW1BQLHwS&uid=30594Take a Dekko at the Hamlet ads above. Over 30 years, the brand stuck to the same line of thought, and then, just at the cusp of the Digital revolution, when they changed it – it just didn’t seem effective enough.

Now take a look at the two ads below. They are both essentially the same ad. From different eras though. The look and feel have changed, so have the characters – but the targeting (though in different geographies), tonality and messaging are the same.

https://www.linkedin.com/pulse/api/edit/embed?embed=%257B%2522created%2522%253A0%252C%2522lastModified%2522%253A0%252C%2522type%2522%253A%2522video%2522%252C%2522owner%2522%253A%2522%2522%252C%2522title%2522%253A%257B%2522localized%2522%253A%257B%2522en_US%2522%253A%2522VW%2520Golf%2520GTI%2520Mk2%2520TV%2520ad%2522%257D%257D%252C%2522description%2522%253A%257B%2522localized%2522%253A%257B%2522en_US%2522%253A%2522Watch%2520the%2520original%25201980s%2520TV%2520ad%2520for%2520the%2520Mk2%2520VW%2520Golf%2520GTI%2520from%2520the%2520UK%2520using%2520a%2520Princess%2520Diana%2520clone%2522%257D%257D%252C%2522author%2522%253A%257B%2522name%2522%253A%2522Eurotuner%2522%252C%2522url%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fuser%252FEurotuner%2522%257D%252C%2522provider%2522%253A%257B%2522name%2522%253A%2522YouTube%2522%252C%2522display%2522%253A%2522www.youtube.com%2522%252C%2522url%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252F%2522%252C%2522favicon%2522%253A%2522https%253A%252F%252Fs.ytimg.com%252Fyts%252Fimg%252Ffavicon-vflz7uhzw.ico%2522%257D%252C%2522request%2522%253A%257B%2522originalUrl%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fwatch%253Fv%253DMxd6Q69tb8A%2522%252C%2522finalUrl%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fwatch%253Fv%253DMxd6Q69tb8A%2522%257D%252C%2522images%2522%253A%255B%257B%2522url%2522%253A%2522https%253A%252F%252Fi.ytimg.com%252Fvi%252FMxd6Q69tb8A%252Fhqdefault.jpg%2522%252C%2522width%2522%253A480%252C%2522height%2522%253A360%257D%255D%252C%2522data%2522%253A%257B%2522com.linkedin.treasury.Video%2522%253A%257B%2522html%2522%253A%2522%253Ciframe%2520class%253D%255C%2522embedly-embed%255C%2522%2520src%253D%255C%2522%252F%252Fmedia.licdn.com%252Fembeds%252Fmedia.html%253Fsrc%253Dhttps%25253A%25252F%25252Fwww.youtube.com%25252Fembed%25252FMxd6Q69tb8A%25253Ffeature%25253Doembed%2526amp%253Burl%253Dhttps%25253A%25252F%25252Fwww.youtube.com%25252Fwatch%25253Fv%25253DMxd6Q69tb8A%2526amp%253Bimage%253Dhttps%25253A%25252F%25252Fi.ytimg.com%25252Fvi%25252FMxd6Q69tb8A%25252Fhqdefault.jpg%2526amp%253Bkey%253D03fb819bf74246bf972444a07b738ad0%2526amp%253Btype%253Dtext%25252Fhtml%2526amp%253Bschema%253Dyoutube%255C%2522%2520width%253D%255C%2522854%255C%2522%2520height%253D%255C%2522480%255C%2522%2520scrolling%253D%255C%2522no%255C%2522%2520frameborder%253D%255C%25220%255C%2522%2520allowfullscreen%253E%253C%252Fiframe%253E%2522%252C%2522width%2522%253A854%252C%2522height%2522%253A480%257D%257D%257D&signature=AXper-DbgIavjebP2a9qL5zfKa0g&uid=46563https://www.linkedin.com/pulse/api/edit/embed?embed=%257B%2522created%2522%253A0%252C%2522lastModified%2522%253A0%252C%2522type%2522%253A%2522video%2522%252C%2522owner%2522%253A%2522%2522%252C%2522title%2522%253A%257B%2522localized%2522%253A%257B%2522en_US%2522%253A%2522Volkswagen%2520%2527If%2520Only%2527%2520TVC%2520%2528Jamaica%2520-%2520ATL%2520Automotive%2529%2522%257D%257D%252C%2522description%2522%253A%257B%2522localized%2522%253A%257B%2522en_US%2522%253A%2522Jamaican%2520Songstress%2520Denyque%2520stars%2520in%2520this%2520updated%2520remake%2520of%2520the%2520classic%2520%2527If%2520Only%2527%2520Volkswagen%2520%2528VW%2529%2520Ad.%2520When%2520everything%2520seems%2520to%2520be%2520going%2520wrong%2520in%2520her%2520love%2520life%252C%2520Denyque%2520contemplates%2520getting%2520rid%2520of%2520it%2520all%2520-%2520exes%252C%2520photos%252C%2520mementos%2520and%2520briefly%2520her%2520Volkswagen%2520keys.%2522%257D%257D%252C%2522author%2522%253A%257B%2522name%2522%253A%2522ATL%2520Jamaica%2522%252C%2522url%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fchannel%252FUCDCJjksbrqetoXbsLUtgrIg%2522%257D%252C%2522provider%2522%253A%257B%2522name%2522%253A%2522YouTube%2522%252C%2522display%2522%253A%2522www.youtube.com%2522%252C%2522url%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252F%2522%252C%2522favicon%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Ffavicon.ico%2522%257D%252C%2522request%2522%253A%257B%2522originalUrl%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fwatch%253Fv%253DIMgFPhmUIyM%2522%252C%2522finalUrl%2522%253A%2522https%253A%252F%252Fwww.youtube.com%252Fwatch%253Fv%253DIMgFPhmUIyM%2522%257D%252C%2522images%2522%253A%255B%257B%2522url%2522%253A%2522https%253A%252F%252Fi.ytimg.com%252Fvi%252FIMgFPhmUIyM%252Fhqdefault.jpg%2522%252C%2522width%2522%253A480%252C%2522height%2522%253A360%257D%255D%252C%2522data%2522%253A%257B%2522com.linkedin.treasury.Video%2522%253A%257B%2522html%2522%253A%2522%253Ciframe%2520class%253D%255C%2522embedly-embed%255C%2522%2520src%253D%255C%2522%252F%252Fmedia.licdn.com%252Fembeds%252Fmedia.html%253Fsrc%253Dhttps%25253A%25252F%25252Fwww.youtube.com%25252Fembed%25252FIMgFPhmUIyM%25253Ffeature%25253Doembed%2526amp%253Burl%253Dhttps%25253A%25252F%25252Fwww.youtube.com%25252Fwatch%25253Fv%25253DIMgFPhmUIyM%2526amp%253Bimage%253Dhttps%25253A%25252F%25252Fi.ytimg.com%25252Fvi%25252FIMgFPhmUIyM%25252Fhqdefault.jpg%2526amp%253Bkey%253D03fb819bf74246bf972444a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seems to have changed from the 80s to the new millennium. Of course the cars have changed, as have the models and the look. But both are topical and entertaining. Both give the same message.

Of course the Golf ad has changed now, and has ended up less iconic for it, at present. Maybe in time, they will revive the iconic status through a new message.

One can understand why they have changed. After all, the whole idea of being reliable has been firmly established through generations and target segments. Therefore it’s time to move on to other bells and whistles.

The question is – In these times of fast moving Digital reality – can 30 year contextual consistency be possible. Even further – Is consistency possible – or even required?

Consider this –

A hypothetical brand of Sports Cars – Wings – Has a range of variants in various price segments – The Wings Mark 1. This car has been there for 50 years, marketing successfully across the world based on a single tag line – Feel the wind in your hair. The visuals have changed – however the ethos and tonality have remained the same across time and geographies.

Tremendously successful, this brand suddenly finds their sales falling in their targeted age segment of 25 to 40, but finds a rise in another segment.

Pressed into the job, their market research agency makes a few startling discoveries –

  • The product is highly contemporary – with all that the target segment demanded
  • The pricing is right for the segment
  • Awareness is high but ‘Intention to Purchase’ is falling in their intended target category

Delving into campaign effectiveness, the agency finds

  • Despite their consistency in mssging and using different traditional and digital media, the target group is not really moved by the overall advertising
  • VOX from a few of the respondents – ‘Wind in your hair’ is such a 90s thing – feels rather backdated. The Merc SLA on the other hand…….”
  • There is a serious problem in communication effectiveness with the intended audience

Further, the agency discovers

  • The category of buyers between the age of 40 to 55, who have literally grown up with this iconic brand, finds a lot to identify with.
  • They can more than afford it and their pride of possession index is consistent – A bit like a baby boomer buying a Harley while cruising the Wall Street.
  • They don’t really care about the messaging – They don’t even remember having seen the ad – They just know about it from their younger days.

Commercially

  • The brand was not doing too badly at all
  • Its just that it did not sell as many in the intended segment
  • The segment had moved without the Brand being aware of it

So, did the Brand segment wrongly? Does the brand need to retarget?

I think not.

If anything – I think that the brand needs to expand its target – bring in more people into the fold. But sure as that – I think that the brand needs to reinvent itself.

It needs to Multi Target – It needs to have different segments as its Primary Target and it needs to talk to each one of them differently. While they can probably afford to be consistent in branding, their tonality and content in communication for different segments – needs to vary. Lastly, they can’t afford an overlap in communication because – the wrong message to the wrong guy can lead to a lost sale – and worse – multiple messages to the same segment can lead to a confused perception resulting in bad word of mouth.

However, they needn’t worry overmuch. Today, Big Data makes it possible for us to talk to the customer directly – even if the group size is just ONE. Today it is technically possible to have the same page layered with different content and served to different segments depending on their persona. Mass media today is amazingly precise. Digitally speaking, I can, if I have the wherewithal, have a different message and tonality customized for every single potential customer I may have. (If customer X identifies more with Jay Z, than Michael Bolton, who is the preferred icon for customer Y, then my language and tone for talking to both should ideally be different)

Its time, I believe, to challenge age old concepts of marketing. Consistency is good. I have no doubt. It protects the ethos of the Brand. However, I believe, that in certain categories it’s time to turn around and ask the Brand – ‘Do you really want your Ethos to be protected? Or do you want to break free from the narrow confines of human suppositions and charter a course which allows you to optimize?’.

After all, we human beings, don’t wear the same clothes at all times. We don’t talk the same way with everybody. Why should the brand?

In times that are so consistent in their rapidly changing dynamics, is it even possible or necessary to hang on to ancient marketing ideals. Or is it time to recognize that horses for courses in not only possible, but a necessity – Specially for certain product categories.

Time to see if the walls need to be broken down. Time to find out what’s on the other side. Maybe, all things said and done – This is the Berlin Wall Moment for Marketing.

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