Is it PR? When courier boys become power brokers!

When courier boys become power brokers

"...in any ministry, if there is no vested interest in a proposal, nobody is interested to push it forward and upward. It gets a silent burial."

Last month, just a few days before the Nira Radia tapes kicked up dirt, I was in a radio debate on the "future of PR", which was moderated by Sanjay Pinto, of NDTV.
Sanjay Pinto, at one point, strongly made a statement that the PR fraternity were mostly doing a 'courier' job. Oh yeah! I smugly smirk now since Nira Radia just proved what heights a proactive 'courier' girl can reach!

Lobbying - is the second oldest profession
Lobbying to get the attention of powers-that-be towards an issue did not start with Nira Radia. All the industrial bodies were formed to collectively conduit the aspirations of an industry. What do CII, NASSCOM or any industrial body do in the months before the March budget presentation? Go to Tirupathi and pray?
Come on now, grow up, please. Accept the reality in any system where there is concentration of power, influencers will thrive like amoeba. In the corridors of power at Delhi or any nation's capital, every file in every ministry has the tag of a lobbyist.
In fact, in any ministry, if there is no vested interest in a proposal, nobody is interested to push it forward and upward. It gets a silent burial.

Have’t YOU lobbied?
Everybody who snort self-righteously and bemoan the state-of-the-nation should ask themselves whether they have patiently waited for the school's decision in giving admission to their son or daughter. How many contacts they would have tapped into to reach the correspondent or the Head mistress?!

Don’t equate PR with lobbying
PR is much more than mere Lobbying. Content marketing or collaborative marketing using social media apart from traditional channels will become the mainstay of the PR industry.
Unfortunately, since PR industry has no entry criteria, the influencers who have no other apparent skills, cloak their murky services under the euphemism of PR. That provides them a formal front.

What the PR industry should do
Like the advertising industry which has unified to provide diploma courses, the PR industry should come together and make a curriculum. At least a short course will set the path for giving a semblance of professionalism and be a step in regaining respectability. 

SreeRam, Communications Consultant, Chennai, India.
9340006600, nathansmedia@gmail.com

MARCOM BLOG -  http://marketing-communications-ksr.blogspot.com/
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TWEET - @kravMagaSreeRam

How to write better Email that retains the reader?

The 13 points which will hold a reader, who is making a choice of what to read from the numerous emails flooding his in-box -
   1. Ask the 4 Key Questions before you begin to write -
          * What am I selling (at emotional level)?
          * To whom am I selling?
          * Why am I selling this now (will it make sense to the customer)?
          * What do I want my reader to do (Calls to Action)?
   2. Consider Your Font Style: Sans-serif fonts, such as Arial, Verdana and Helvetica, are easier to read online than serif. If people find it difficult to read your copy, they won't!
   3. Read Your Copy out loud: This will help you hear what your readers hear.
   4. Cut the Clutter: William Zinsser wrote that "clutter is the disease of American writing." The quickest way to improve your copy is by removing any uneccesary words such as "that"or "to."
   5. Use the Rhythm of 3: List your examples in groups of three. The Rhythm gives a great cadance to your copy.
   6. Use Bucket Brigade Words: Bucket brigade words help you move your copy forward. They include remember, and, but, consider, however, for example..and more!
   7. Vary Sentence Length: It is important to vary your sentence length to hold your reader's attention. And don't be afraid to use sentence fragments - this isn't your college English class!
   8. Differentiate Between Features vs. Benefits: Features are what the product has. Benefits are what it will provide the customers. The customer will always ask, "What's in it for me?" Be sure you tell them.
   9. Write In the Second Person: Focus on one person (you/your) rather than a group (our customers). This makes your reader feel special and highlights how the product can benefit them.
  10. Write Less Copy: People read 25% slower online than offline, so you need to write less copy so they will read it.
  11. Don't Hide Your Key Points: Keep your most important points at the beginning of paragraphs, bullets and lists.
  12. Keep Paragraphs Short: Make sure your paragraphs are no more than 3 lines long. Otherwise you might lose your reader's attention.
  13. Remember Odd vs. Even: Odd numbers are easier to remember than even, so use an odd number whenever possible.
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SreeRam, Communications Consultant, Chennai, India.
9340006600, nathansmedia@gmail.com

MARCOM BLOG -  http://marketing-communications-ksr.blogspot.com/
FACEBOOK - http://bit.ly/nmg_fb
LINKED IN -  http://in.linkedin.com/in/ksr960
TWEET - @kravMagaSreeRam

PR nightmare vs Opportunity PR - on Social media

UNITED BREAKS GUITARS - How a PR nightmare for United Airlines became a dream-come-true PR opportunity for Taylor Guitars

The PR Nightmare for United Airlines

The song "United breaks Guitars" made YouTube history in 6th July 2009 by garnering 1,50,000 views within a day.  Since then it has propelled a little known musician to big time, Dave Carroll -who today has become synonymous with a disgruntled customer taking on a big corporation - the typical David vs. Goliath story which public love.

It all started with some baggage handlers' negligence in an airport. (If you are not already familiar with what actually triggered this fiasco, click on this). 

Anyway, this is NOT about how United Airlines mishandling of a customer grouse has made viral-marketing case history with 9.4 million views and many TV shows

This is about

How Taylor Guitars created the PR opportunity

In a classic case of ambush marketing, Taylor Guitars reacted really fast. They put on their own YouTube video on 10th July 2009, within 4 days of "United breaks guitars" coming online.

In this video Bob Taylor reassures all guitarists how they can restore their damaged instruments. He also guides guitarists to the company website where advice on transporting guitars and airlines' policy are available. Bob goes further to promise support for even guitars of other make!

That’s pretty efficient.. considering within 48 hours they sensed an opportunity, wrote a neat script, probably updated their website, shot the video in the factory, which makes it very credible.

And till date (1 Nov 2010) this video has got more than 0.5 million views and the positive vibes are evident from the viewer comments.

Forget Crisis PR for the moment. Let’s talk Opportunity PR

Tons of advice is available on handling disappointed customers. Especially I have hinted at negative repercussions of Social media earlier. I may probably add more tips on Crisis management using social media later. But this article is more to highlight the other perspective - that’s jumping at a remote opportunity and getting a positive rub-off using social media.

What’s evident is Taylor Guitars has been active on social media since 2007, going by their YouTube channel establishment. They give tremendous visibility to musicians with Taylor road shows. These road shows are also featured on YouTube and promoted in FaceBook.

The inference is Taylor Guitars seem to have invested some dedicated resources for social media. This makes sense, since creative professionals and musicians relate to social messages more intensely, than a left-brained professional.

And its evident Taylor Guitar kept its eyes and ears sharp with constant monitoring of the web-landscape. So when "United breaks guitars" video started gaining viral popularity, they were able to identify an opportunity to seize and leverage it asap.

SreeRam, Communications Consultant, Chennai, India.
9340006600, nathansmedia@gmail.com

MARCOM BLOG -  http://marketing-communications-ksr.blogspot.com/
FACEBOOK - http://bit.ly/nmg_fb
LINKED IN -  http://in.linkedin.com/in/ksr960
TWEET - @kravMagaSreeRam

Why should SMB invest in social media?

Till now I was analysing Social media from the perspective of the advertising professional. Now I am viewing it from the Client's angle; especially the SMBs ( Small & Medium Business) who lack the resources of big business.

......................................................................................................

Why should SMB invest in social media?

To get our perspective right, at the outset, let’s first ask –
What has happened to the consumer?!

In Phase 1 - from 1900 to 1940s
The market was NOT crowded.
The consumer readily lapped up if the product/service addressed his real/latent need

In Phase 2 - 1940s to 1990s
The consumer had choice. So s/he bought products/services based on tangible differentiators

In Phase 3 - since 1990s
Choices are aplenty and even the differentiators are blurred.
So the consumer has started making decisions based on intangible factors.

The business house of today cannot sit back complacently just because they have a quality product/ service and they advertise it . You will end up as 'One among the Many".
They have to relate to The Consumer and make him feel “Ok. These guys are not just trying to sell me something; they also listen to me and go that extra mile to address me as a person rather than a nameless consumer."

So the key actions to build a bonding have become 'Listening' and 'Interacting'.

The business has to look beyond one transaction and endeavour to build a relationship through 'Collaborative Marketing'.
Collaborative marketing, using social media tools, apart from placing you in the consideration list of The Consumer, ensures two additional benefits -

• Repeat transactions 
• Referrals, which are much more powerful than paid advertising

The critical relevance of Social media for SMBs (Small & Medium Business)

Big business, with deep pockets, can afford to spend on paid advertising using mass media. In contrast, SMBs cannot “Spray & Pray” using mass media.
In fact, SMBs don’t have a need for mass awareness. Even if they attempt it for creating initial awareness, it’s tough to sustain the spending.

Most of the small businesses depend on a niche or community. It makes financial sense to use targeted communication, which does not require big budgets.
This is where Social media steps in for SMBs.

SreeRam, Communications Consultant, Chennai, India.
9340006600, nathansmedia@gmail.com

MARCOM BLOG -  http://marketing-communications-ksr.blogspot.com/
FACEBOOK - http://bit.ly/nmg_fb
LINKED IN -  http://in.linkedin.com/in/ksr960
TWEET - @kravMagaSreeRam

Why Social media causes ED to an ad-pro! Part II

In Part I we looked at the causes. Now we look at the cure

ED is aggravated by ‘Stress’.  So what’s the stress the ad-pro today is being subjected to, of late?

 It’s the gradual shift in his influence over the consumer. What that shift and why is it happening?

The 3 generation shift in advertising thinking

Just in time, I curbed typing out the clichéd 'paradigm shift'. Those two words have become an instant put-off.

 Probably this is also a symbolic moving away from shallow advertising dictums, which used to view the customer as a unified entity begging to be manipulated.

The ad-pro realises that Marketing has evolved across three generations –

·         From the first one of 'Demand Creation'
·         to the second generation of 'Need Satisfaction'
·         and to the present one of 'Making Life Better' 

The coming-of-age genre replaces the feel-good genre

Going back to analyse the analogy of three generations, initially the advertiser's  script was simple and straight forward - address only the physical needs of the consumer. "You have a need.. we have this product to address that need.. why can’t you buy this?"

Within a few decades life got complicated for the ad pro. The scene was getting crowded and the consumer was getting flooded with choice. So he had to reorient his script with the message, “Please notice how our product is different from what the others are offering .. so you should be buying this rather that that.. Isn’t it?" 

Unfortunately, the 'Product Differentiator' script also has now become jaded. Even with visible, tangible differences staring at his face, the consumer is making purchase decisions that defy proven logic.

Slowly the realisation is dawning on our fraternity that an intangible element has to be tackled now - 'The Emotional Connect' with our Mrs and Mr. Customer.

Moving into the realm of comprehending and tackling emotions is emotionally draining for a marketer used to working with measurable metrics. This is a big grey area.

The relevance of social media in 'Emotional Connect'

As we said earlier it’s no longer about 'My Product' or 'Your Need'. It’s all about "Our shared Values".

When one starts talking of Values and Sharing, one has to pre-suppose a 'relationship"; a bonding which has to start long before the Purchase, and which has to hand hold the consumer even after the purchase.

And that’s where social media steps in; because it’s all about sharing.

"Oh...Come on. This is just a fad. Advertising has always been about 'Emotional Connect"

We advertisers took pride in talking of subliminal mental cues, psychology of colours and personality associations. "We were connecting on an emotional level, weren't we?!"

Oh yeah, we were connecting like a tele-marketer, trying to sell us an insurance policy or a car finance. Our tone was as phony as that and our involvement with the consumer was as fleetingly shallow.

The Smile has to reach the eyes

Like how the students of micro-expressions can easily make out a salesman-smile, the customer can see through these 'cosmetic emotional connections'.

Today the advertiser has to give and share information, which does not in any way pressurize the customer towards an immediate purchase. The customer has to associate that particular brand with his ingrained and unvoiced values and not just his life-style.

The secret is in Giving unconditionally.

Coming back to our ad-pro suffering the ignominy of ED, he now has to realise that long term salvation rests on building a deep emotional connect with his partner, which will rekindle the dying embers.

That comes with giving love and concern unconditionally. This secret mantra is what the ambitious Joe realises in 'The Go-Giver' by Bob Burg and John David Mann.

Of course, the ad-pro has also got to do some short term things to recoup his physical health. We will discuss more about that in the next salvo. 

SreeRam is a Chennai based marcom professional.
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SOCIAL MEDIA - HOW WILL IT AFFECT TV

The characteristics of Social media are –

·         Customized media feeds, tailored to individual need

·         Citizen journalism

·         Convergence - the same content reaching the public through various channels
( Conventional medium, Internet and Mobile)

These 3 dominant trends, which have affected the other mass-media channels like print, is catching up on TV too. Today major content creators like CNN and BBC have their footprint in varied channels apart from TV.
Down the line, to view TV programs we won’t need a TV!

The die-hard cynics will laugh at this, no doubt.
They will point out News papers did not die after TV news became popular.
They will point out movie going did not die after TV reached the mass.
They will point out radio did not die after TV became the entertainment vehicle.
Agreed!

But look at the usage share, the mind share, the revenue share.
The consumer does not rely on one single channel of media to catch up. He uses each medium at his convenience.
Newspaper for morning coffee and the loo.
Radio for commuting.
Internet for work, communication and pursuit of interests
TV for unwinding after a stressful day or specific events.

For entertainment, the share of time in front of the computer monitor is increasing; especially after the social media. Why?

·         The choices are plenty.

·         My peers' opinions are ready for me.

·         The measurement metrics tells me exactly how popular the particular content is.

·         The timing is to my convenience.

·         and above all, I can voice my opinion and convey it to my community immediately.

So satisfying!

Like any efficient life form which has survived millions of years by adapting to changing conditions, TV also will survive. But TV will survive by taking different avatars. The evolution is slow but sure.
Still doubtful?! Go to www.hulu.com.

SreeRam is a Chennai based marcom professional.
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Should the Advertising man be more intelligent than the Client!

CLIENT vs AGENCY

The advertising fraternity mostly faces an uphill task in selling an idea to the Client's management.

As advertising pro, I have been in client meetings where the process has even degenerated to fist-cuffs! Later being on the other side of table as Client, I have myself ripped apart the agency's idea that they shuffled out of the meeting room muttering "et tu, Brute?"

Ries & Ries recent observations on the conflict of Left brains of Clients and Right brains of Ad pros threw some light on this eternal struggle.

SUBJECTIVITY vs OBJECTIVITY

The Client has lots of industry internal knowledge and subject matter expertise. So when he faces a marketing problem, he looks at in the context of all this accumulated baggage.

On the other hand, The Ad pro looks at the problem as a Positioning/ Communication / Differentiator challenge. He is not in purview of the internal market dynamics as the Client is.

That may be one of the reason for the common complaint of many Clients that the Ad agency's understanding is shallow and it’s trying to palm off template solutions from its shirt pocket. The Ad pro defends himself saying he has spent quality time and energy to give the creative solution.

Fundamentally, it’s a case of " Looking OUT from IN" vs "Looking IN from OUT"

THE CREATIVE LEAP

The Client is rooted in reality and his translation as a left Brain decision maker is Verbal.

It’s the Ad pro's responsibility to take this torch from Client and run further to take the Creative leap. His Right brain will translate the Client's verbal brief to a Visual canvas.

This Creative Leap should bring forth the "Wow".

The verdict is, The Ad-pro need NOT be more intelligent than the Client. But he should think differently from the Client. That’s the value he brings to the table.  

The best advertising ideas have their feet planted firmly in left-brain logic, but the head is held high amongst the clouds of Right brain brilliance.

SreeRam is a Chennai based marcom professional.
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Why Social media causes ED (Erectile Dysfunction) to an ad pro! - Part 1

There are tons of thoughts on leveraging Social Media, from different perspectives. But very few of them are from professionals who have made the transition from the age of Print.

Having made the transition, I just want to point out 2 aspects of Social Media which can give symptoms of ED to a traditional advertising person. (My woman says "Don't blame social media")

Fear No:1

For the first time information is coming in the opposite direction - towards the company.

Having always been used to play the consumers' psyche like a keyboard, we are now quivering at this onslaught of unbridled opinions.

In the golden age, if faced with negative consumer opinion we commented with a shrug “Opinion is like an ass-hole. Everybody has one", and asked our PR guys to do damage control and concentrate on our job of Sell, Sell.

In fact, we took pride in a rising sales graph against a flagging consumer confidence. "Give a freebie to the consumer or Increase Dealer margins with attractive schemes" Hmm.. Life was simple!

Today, a cheeky spoof on my advertisement gets more views on YouTube than my uninteresting me-too TV commercial.

A Facebook group against a Dove or British Petroleum is much talked about and leaves a trail of information which the companies cannot erase. Every time someone googles my brand, I cringe.

Net take - My brand is no longer dictated by me. My consumers dictate my Brand.

Fear No: 2

The business can no longer talk about ‘Us or Our Product’.

It took some time to realise that the Consumer switches off if I start my pompous communication. From the age of 'rub-in', we are waking up kicking and screaming in the age of 'rub-off'.

Instead of directly talking of 'Me and my Brand', I am forced to learn the language of 'Brand association'. As an advertiser, I am today forced to be in sync with my consumers' aspirations. I have to please him, so that he sees my Brand not as a persistent salesman but as a well-wisher interested in him.

I have to entertain him, titillate him and educate him; at the same time being relevant to my core offering.

Net Take - Give the consumer associated value useful to him and be generous in giving that. Dont hold back.

The Viagra for the ad pro

From the Fore-play of Communication to the Consummation of Purchase, the tango is now being led by the Consumer.

And it’s going to be more acutely felt as we move into integrated communication era; where the defined lines between Information, Communication and Entertainment start eroding.

Remember, ED is cured by 2 ways -

Short term Medication and Long term life-style Changes.

As advertising professionals we emulate that in our professional life too. Let’s see how it’s done and we can resume our frisky romp with the Consumer, in the next part.  

SreeRam is a Chennai based marcom professional.
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SOCIAL MEDIA - HOW WILL IT AFFECT TV

The characteristics of Social media are –

·         Customized media feeds, tailored to individual need

·         Citizen journalism

·         Convergence - the same content reaching the public through various channels
( Conventional medium, Internet and Mobile)

These 3 dominant trends, which have affected the other mass-media channels like print, is catching up on TV too. Today major content creators like CNN and BBC have their footprint in varied channels apart from TV.
Down the line, to view TV programs we won’t need a TV!

The die-hard cynics will laugh at this, no doubt.
They will point out News papers did not die after TV news became popular.
They will point out movie going did not die after TV reached the mass.
They will point out radio did not die after TV became the entertainment vehicle.
Agreed!

But look at the usage share, the mind share, the revenue share.
The consumer does not rely on one single channel of media to catch up. He uses each medium at his convenience.
Newspaper for morning coffee and the loo.
Radio for commuting.
Internet for work, communication and pursuit of interests
TV for unwinding after a stressful day or specific events.

For entertainment, the share of time in front of the computer monitor is increasing; especially after the social media. Why?

·         The choices are plenty.

·         My peers' opinions are ready for me.

·         The measurement metrics tells me exactly how popular the particular content is.

·         The timing is to my convenience.

·         and above all, I can voice my opinion and convey it to my community immediately.

So satisfying!

Like any efficient life form which has survived millions of years by adapting to changing conditions, TV also will survive. But TV will survive by taking different avatars. The evolution is slow but sure.
Still doubtful?! Go to www.hulu.com.

SreeRam is a Chennai based communications consultant. He is also a passionate artist and writer.
FACEBOOK - http://bit.ly/nmg_fb
LINKED IN -  http://in.linkedin.com/in/ksr960

FACEBOOK MARKETING FOR THE CAT-ON-THE-WALL

FACEBOOK IS MORE ADDICTIVE THAN TV!
FACEBOOK MARKETING FOR THE CAT-ON-THE-WALL

Every senior executive is being badgered by the fresh faced youngsters to get into social media marketing. The grey haired brasses know something big is happening out there, but are not able to decipher anything tangible amongst the barrage of techno-garble. So they just give a blank stare and postpone the inevitable decision.
This is an attempt to break the cacophony into digestible sound-bits for the senior decision makers. We will take up each major component of Social Media; but before that some generalized observations

WHY SOCIAL MEDIA IS DIFFERENT - SOME KEY STATEMENTS

1) NOW, "THE MEDIUM IS THE MESSAGE"
This famous dictum of Marshall McLuhan acquires a new dimension. The interactivity makes a brand friendly and vulnerable like any relationship does. So Social media is more in the realm of Relationship marketing, offering a plethora of touch points with one's customer.

2) NOW, THE SUM OF YOUR CUSTOMERS' VOICE IS YOUR BRAND
Social media vehicles are like a dip-stick test of your brand experience.
I started promoting Sampoorna Global, a small veg restaurant in Velachery and just mentioned some patrons' reviews in http://chennai.burrp.com on my FB, orkut and print media.
The walk-ins escalated and these new acquisitions also went on to review their eating experience on the social media web site. There was an extrapolation of awareness that challenged Sampoorna Global's delivery logistics.
Today this new small joint Sampoorna Global has more patrons' reviews than any other joint in Velachery and stands overall in the 3rd place in whole of Chennai. That’s what social media can do for a small business.
In case you are curious, I can give more personal case histories in person.

3) NOW, THE CUSTOMER RESPONSE IS EASILY MEASURABLE
No need for complicated metrics. Simple statistics reveal the trends in almost real time

4) NOW, RESPONSE TO RECTIFICATION IS LIKE 0 TO 80 IN 5 SECS
If something is wrong in your product or service, you know it like a ball bouncing back from the wall. It demands nimbleness and agility to contain a negative response or exploit a positive response. The crux is you know early what’s brewing.

5) NOW, NARROW-CASTING IS NOT A MERE JARGON   
In the Neanderthal age of 80s we in advertising spoke in awe of DM the fashionable acronym for Direct Marketing. Well to put it in proper perspective, in that age we waited 5 years for a landline connection and 3 years for a Bajaj scooter! Got the cue?!
Today Social media offers a gamut of channels where we can drill down into demographic profiles and keep a finger on their pulse.

6) NOW, YOU DON'T HAVE TO SPEND CRORES WITH A "SPRAY & PRAY' TECHNIQUE
Social media allows to start small, gain traction, apply course-corrections and then decide on big ticket expenses.
That the tip of the iceberg to use a much abused cliché. More will follow on the specifics of FACEBOOK MARKETING.SreeRam is a Chennai based marcom professional.
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How to brief an ad agency - Part 3 How to respond to the agency's creative presentation

How to respond to the agency's creative presentation

The agency's creative presentation, especially the first time, is a critical phase. Till then both the Client and the Agency were talking tangibles and forming opinions. It’s only during the creative presentation these opinions are either reinforced or reversed.

How to judge an Idea?

It could produce a "WOW" or "hmmm". Every one of us have our likes and dislikes, which will influence the supposedly objective view.
Very tough, but anyway let’s try to get some clarity.

1) If it’s a Good idea say so and proceed further.

2) If upfront the Idea doesn’t tingle you, you need NOT overtly say so. The agency will know you are nowhere nearing an orgasm.

3) If the agency tries to push the Idea aggressively, tell them you are NOT looking from your perspective but from your customers' perspective. They can’t argue with that, since you are closer to your customers than they will ever be.

If the agency claims understanding your customer without any research support, point out how they are off the mark with your statistics. That should silence the "Google pundits"

4) Even if the Idea is not exciting you as a client, analyze whether the agency has put in quality energy into its idea. This can be found out by asking probing questions on the various elements of the Idea - like the Headline, Choice of visuals, Colors or back ground music and so on. If the agency has thought through it you will get coherent responses.

5) If you feel the ad agency has put in a genuine effort but missed the route, point out specifics.

Avoid responses like “It lacks PUNCH" or “It’s good but NO DHUM". These will only make the agency go back, put brighter colors, make the headline fonts bigger and comeback to you with a rehash. Or similar patch up work in the case of a TV spot or a radio jingle.

So please be specific on what bothers you.

6) If you as a client is sitting with your team, discourage herd mentality. Whatever the client's senior man says should not be reinforced in different ways for the sake of giving a single voice. The agency will be deflated.

Remember even though many creative professionals claim they like challenges, they generally tend to react to criticism with aggressive defense or silent frustration.

7) But DONT reject the agency based on ONE creative presentation. Especially if it’s the first one, give them time to go through the learning curve.

After that it’s your prerogative.

Some suggestions -

• Most of the agencies present Half page in newspaper size or magazine double spread size creatives. They look really impressive in isolation.

• If you cannot sustain that kind of media spend insist on seeing smaller size adaptations.

• Paste a printout of the creative in actual context and judge how it performs in reality. 

Probably we should have a series of articles on best practices in Print, Radio, TV, Outdoor and Online advertising. Some other day. That depends on your feedback to this article.

SreeRam is a Chennai based marcom professional.
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