Marketing Idea No. 80 – Dinner time is fun time

This idea is contributed by Rizwana Tasneem 

As more & more women are joining the workforce, dinner preparation is becoming a nuisance for many busy women. And there lies a great business opportunity.

I am talking about a store that would cater to selling dinner items & ingredients.There would be fully-equipped, refrigerated recipe stations, complete with freshly-chopped & prepared ingredients, and customers would assemble preselected dinners tailored to their families’ tastes. In a couple of hours, you can leave with 6-12 ready-to-cook entrees. All you’d have to do is just put the assembled pans in the freezer and prepare them in a flash come dinner time. This would also be sort of a bonding session with friends as women can book meal sessions in groups and enjoy a night out with friends.

I know there are some firms who are delivering food at home, but these are restaurant food. And, we all know that can’t be healthy in the long run.

I think having this sort of a store would prove to be a very viable business opportunity in Bangladesh very soon.

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Marketing Idea No. 75 – How to create fame in 24 hours

As quoted from www.agencyfaqs.com 

September 21, 2007, was a memorable day for the telecom industry in India. Not only did it mark the entry of the world’s second largest mobile firm, Vodafone, into India, but also a transformation of India’s fourth largest mobile operator, Hutch, into Vodafone. In an innovative move to mark this transformation, media agency Maxus bought the entire inventory on the STAR India Network channels (13 in all) for 24 hours (from 9 pm on September 20 to 9 pm on September 21).

Maxus followed the strategy of “repetition” to lodge the name change in the minds of consumers. Therefore, the agency inked a deal with STAR India that ensured no other commercials were aired (apart from in-channel promos) on the group’s channels for 24 hours.

Apart from its 24 hours of fame, Maxus and Vodafone decided to engage the viewers as well. This was done by integrating the brand into content: The first ad for Vodafone (the dog and the kennel) broke on STAR Plus at 9:04 pm on September 20 on the fiction show ‘Meri Awaaz Ko Mil Gayi Roshni’. The sequence had a contract killer at a restaurant asking the staff to switch on the television for him, which is where the ad played. Furthermore, the first ad breaks across all STAR channels after 9 pm happened simultaneously (at 9:09 pm) to ensure that viewers could not avoid the first set of ads.

To ensure no monotony in the ad breaks, Maxus and O&M devised several shorter 5-10 second spots that aired intermittently. Further, the channels ran a contest, asking consumers to SMS Hutch’s new identity to 57827. The prize was two tickets to any destination in the world.

Aston bands, too, were leveraged. As is STAR’s procedure, the time between the end of one show and the start of another is filled with a small clipping promoting another show. Here, the bottom third of screen was filled with the message that Hutch was now Vodafone, while the promo (which generally appears in a window on the screen) made use of a red background instead of STAR’s customary colours.

Further, the recap of serials had the Vodafone tune playing subtly in the background, while a part of the screen carried the Vodafone rebranding message. Every half hour of programming saw two exposures of the Vodafone logo on the top left hand corner of the screen for about 10 seconds.

Channel [V] even had its VJs commenting about the change and how it was necessary in the show, ‘Basement’, while the Vodafone message was displayed below on the screen. Further, VJs prompted viewers on how to download the Vodafone ringtone and caller tunes on their cell phones. There were mentions of the rebranding in shows such as ‘Did You Know?’, a show that primarily talks of Channel [V]’s achievements in the recent past. A super in the show read, ‘Did You Know? Hutch is now Vodafone’.
According to sources in the know, the STAR
India activity alone has cost Vodafone close to Rs 50 crore.  

Marketing idea no. 72 – Marketing power of corporate stories

Inspired by the writings of Evelyn Clark 

A picture maybe worth a thousand words, but the value of a good corporate story in driving internal branding and fire up employees is priceless.

Gone are the days when employees used to sing along the company mission statement and feel proud of it. After all, they are just a bunch of words jumbled together to make them look like any other mission statement of any other company. Thats why leaders of modern age use the hidden power of storytelling to make the employees inspired and motivated.

Nike leaders tell their employees about their founder Bill Bowerman and how one day his curiosity drove him to pour latex in the waffle iron of his wife – which evenually gave birth to the famous Nike’s waffle-soled running shoes.

FedEx employees are told about the heroics of an employee who, in one stormy night, was delivering a package in Hawaii. A strong wind sent a package from his truck into the ocean and the employee, without a moments hesitation, jumped inot the ocean, retrieved the package and delivered it to the destination in soaking clothes.

These are just the kind of stories that provides meaning to the employees and make them fired up for a cause greated than their mundane day to day activity. So if you are the 21st century corporate leader, you need to dig up such stories and use them to motivate your work force.  

Marketing Idea No. 71 – How adventurous are you?

For the past thirty years, customer service differentiated one brand from another, and companies that delivered the best service would rise above the competition. Today, the bar is being set to an even higher level, as more & more brands are beginning to deliver exciting, interactive, and compelling experiences. A new premium is being placed on venturing out into the world, collecting new adventures & memories, and pushing personal limits.

Today, world famous brands are incorporating adventures, games into their brand experience.

Nike Operation 6453

One such great expample is that of Nike, when it introduced the new Air-Force-X MID shoes, in 2004. Nike created an adrenaline-filled promotional event to infuse excitement and urban adventure into the official launch of the shoes.

Nike’s Operation 6453 was an on-foot scavenger hunt that navigated participants through the streets of New York to find sixteen different poster locations. To get involved, would-be participants sent a blank text message to 6453-NIKE and received registration instructions. Players sent text messages to Nike for poster locations, and in turn were sent cooedinates. The hunt took place over four days, and when players located posters, the messaged a code on the poster, to Nike. The shortest times between receiving and finding the posters received the highest scores. Winners bagged a limited-edition version of the Nike Air Force_X MID, designed by New York street artist Stash. Runners-up got a chance to buy the shoes at an exclusive prelaunch event.

Now, that’s the way to create a brand experience for the new generation of consumers who constantly crave adventure and something new in their lives.