Marketing idea No. 171 – MTV Splitsvilla and the art of adjustments June 28, 2008
Posted by shahriar amin in Idea 171-180.Tags: MTV Splistvilla, MTV Splitsvilla, new product launch, reality TV
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Its a crazy world and none knows it better than the marketers who launch new products everyday. Despite tons of research and that weird little word called gut feel, many new products simply dont click.
For those who often wondered how to salvage a sinking ship midway through its voyage, MTV Splitsvilla last night showed how to conduct a master-stroke.
MTV Splitsvilla is a new reality show where 20 girls fight for the lust-interest of two guys. By airing this show MTV India has already pushed the controversy button a bit too far. Going against all conventional wisdom, they launched this sex-heavy show in a still traditional country. But unfortunately, MTV Splitsvilla didnt prove to be the rating busting super show to follow up the success of MTV Roadies. But that all may change with a grand stroke.
1. First of all by bringing Raghu Ram from MTV Roadies, the producers gave the show much required Roadies endorsement an hence attracted some additional viewers who watched Roadies but are not hooked into Splitsvilla. They wanted more controversy. They wanted the bitching and politics of Roadies. And hence Raghu. And he… obliged.
2. By introducing a new twist like girls now being able to choose the final guy, the producers are trying to attract the female viewers, not only the male viewers who are watching it for….surprise, surprise…the women. And also, by doing this they are trying to overcome the “chauvinistic” tag thats latched on to the show.
MTV Splitsvilla is a good example of how once in a while you can take a blind leap of faith. Because, even if it doesnt work the way you like it the first time, you may make some changes along the way to adjust. And adjust according to customer taste is the name of the game.
Marketing Idea No. 170 – How to write customer friendly product labels June 19, 2008
Posted by shahriar amin in Idea No. 161 - 170.Tags: customer friendly language, Labels
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Our obsession with jargons mean that we always try to communicate through our kind of language, not the kind that customers would understand. Who should blame us? After all, 4 years of business school ensures that we are conversant with just about every essential management jargons. And its reflections are everywhere. Even in the product labels.
Here’s a thought. Why does labels always say “Manfucatured on X / X / XX” or “Expiry date X / X / XX”? Wouldnt it soun nicer if it said “Enjoy by X / X / XX” instead of expiry date X / X / XX? Wouldnt it seem more customer friendly if we said “Made for your enjoyment on”, instead of “Manufactured on”?
But somehow we are fixated on the technicalities and stiff management language, never focused on the customer benefit but always focused on the product feature.
Marketing Idea No. 169 – How to grow an online business June 14, 2008
Posted by shahriar amin in Idea No. 161 - 170.Tags: 360 degree communication, online marketing
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Online communication in Bangladesh has always been an add-on, an after thought. With an Internet penetration below 5%, thats of course what its fate would be.
In the given scenario, what can Online businesses do to grow?
Taking the 360 degree communication true to heart, the best way for Online businesses to grow would be to have an offline presence as well.
Its quite logical actually. Offline businesses have gone online to cater to the online community and increase its overall brand presence. In the same way, online businesses can have offline presence, i.e. corporate offices, retail shops, service centers etc., to increase its overall brand presence.
