Word of Mouth or Marketing Campaigns - What Sells for You?

"Pan Singh Tomar"  What?? was the utterance from a friend who I invited to see the movie. 

Yes no star and low budget movies are not marketed extensively hence not known to many and most film goers. 

As against this RaOne was hugely publicised movie and hence though product was (technically superior but was) low on entertainment value was huge grosser. Huge Hype can sale Inferior Product also. 

Similarly most products , not market extensively though better than highly marketed products and services are less known and hence less consumed. 

However things are changing , and changing fast.  In the case of Pan Singh Tomar Social media i.e. consumers themselves have taken up the job of marketing the product. Word of mouth publicity for the movie is drawing crowd to the theater. 

Problem  with huge campaign and low product is that now social media can take out the air from their Tyre and same social media can add extra stepney to the good but lesser known products.

Kolavri D can go viral to become huge success similarly political unrest and rising can over throw governments - this is the power of social media.

Companies  rather than going for huge campaigns should now start spending & spreading on social media and whatever is saved can be used to better the product. In the case of movie invest in script and music. Let the people take charge of collective Chief Sales officer.

7 + Reasons WHY Social Media is a MUST for EVERY Enterprises

We are afraid that if we go social , there will be lot of negative branding against our brand or company. Many companies have this apprehension and they avoid social media.  What a missed opportunity!!!!

Social Media platforms mean voice of people, customers. Brands are not providing them platforms but social media companies are doing it. Customers will not only express their views , feelings and experiences but also share the same & it will be further shared by the recipients.  It will go viral in moments. Whether brands are active online or no, customers are talking about it. Earlier there was one way and one to one communication. Now its many to many. 

Smart Companies are taking advantage of this opportunity. Yes its a HUGE opportunity. Use negative comments to your advantage by interfering in the discussion and clarifying company position. Without company's version to the negative experience, it will go more negative. Once company also participates and clarifies the position not only complaining customers but also all other readers will know the reality and understand how company responds when customers are in trouble. 

Its an opportunity on the contrary to stop the damage that can be caused by negative comments and experiences of the customers. Its an opportunity to converse with others and potential customers.  Its an opportunity to WOW!! by quickly responding and responding with offer to help as and when customers are in need. 

There are many examples HOW companies are reaping benefits by actively participating in the  discussions / responding on social media and solving customer issues. It will also make companies to do something special so that people /customers talks about the same on social media. Yes it can be planned to use for positive  ripples in the customer groups. 

Build Brand , Spread Quickly,  Strengthen Customer Relationship, Stop Damage by Negative Branding , Engage with Customers, Create WOW !! Experience , Get new Customers & also much more. 

Some of the large Indian Brands using SM actively: Dabur, Pizza Hut, Britannia, SBI, Amul, Maruti, ICICI Bank, Flipkart. More are joining the bandwagon.

Issue of WHY social media is long back answered.  Companies Must think on HOW and HOW quickly to start leveraging this powerful medium.  

Most old (started in 20th century) businesses are Social Media Immigrants but all businesses started during last one decade are Social Media Native.  For natives its way of doing business but for immigrants its new and hence worrying. Quickly become adjusted to NEW NORMAL and reap the advantage. 

Ask and answer NOW: Whats our Social Media Strategy and Action Pan!!! ,

HOW WOW !!! Customer Experience Works for Business ???

Location: Bungalow @ Lonavala

Time : Eve Tea

Group: Gathering of Friends to celebrate 25 years of Friendship

Number of People at the Tea Table: 7 

Story Narration ( Real Life Experience ) @ one of the dispensary in Mumbai by one of the friends. 

How this dispensary is taking care of the relatives of the patient too while the patient is under the treatment.  How whether the relatives have taken the food or no is taken care of. This is bit unusual as mostly doctors don't care for such little things. Many of them even don't know how to talk with patients and their relatives. They consider themselves as GOD. In majority of the case doctors talk to relatives for insurance matters and HOW to get more out of insurance claims.When medical profession has almost lost its credibility as far as financial dealings are concerned, this kind of pleasant service and care will certainly stands out.  Somebody MUST have thought of  it and implemented it to differentiate.  Not expected & hence pleasant surprise.    

Of course we go to doctors for technical skills but this kind of going extra mile is what makes him STAND OUT from the rest.  

Person who was describing also said " we don't mind paying extra for this kind of services and care."

Result: Talk of the Town Service, low (no) resistance to premium charges, if any. 

Experience Shared in the group and it will spread to many through word of mouth. Imagine what it can do in times of Social Media. Social Media success of song Kolavari D reinforcing the need for WOW!! Product & Services and Its unprecedented success through word of mouth or click of the mouse.

People pay for perceived value, people share bad or good experiences. Both spread fast and impact the business results, brand value.  

 
{ If you are in Mumbai and want to know more about high profile event on social media is taking place in Jan 2012.  Click here to know more and participate http://www.clickasiasummit.com }

5 Reasons Why Traditional Marketing is (almost) DEAD in Digital World !!!!

Scene 1 - Today on linked I read that  someone disliked Blue Dart services for what ever reason. He tweeted abt it and his message went to all his social media foot print like FB and linked in etc to his friends and fans.Out of these many would re-tweet this message and Blue Dart might have lost some or many future customers.

Scene 2 -  Few months ago I liked the way flip-kart.com delivered my parcel. I blogged abt it. Many might have read it and shared it too.

Scene 3 - When I wanted to buy my cell phone I visited many product review sites. I decided to go for particular brand and model based of-course on technical specifications but finally ,  users reviews were ultimate determinants,  not that brand's marketing message.

How many of us are interested in TV or website commercials ??? We know most marketeers are liers, commit more & deliver less, talks sweet just to sale. Till recent years we had no options but to get fooled often by every brands. But now no longer. 

Suddenly all of them are now exposed.Exposed miserably as stated abt Blue dart above. Social Media medium & its access through mobile is final death knell for traditional marketers. 

Just shut up , create memorable customer experience and allow/ enable customers to become brand ambassadors. Social Media Examiners' Michael says " Content is king. Get content to get customers."  Marketeers role is to educate customers, rest will be taken care by customers themselves.  Users will share their experiences and buyers will go by users experience. 


5 why(s) of this new reality :

- When u spend , people don't believe u.

- When u interrupt their entertainment and work , they hate u and ignore u (TV, Website, SMS and calls).

- When u don't talk and just do it, words spread.

- When u enable customers to share their experience, they become brand ambassadors.

- When customers are sharing their experiences, u will be at your best.

Even if your customers are not using social media, these applies to all (We all are now more connected).

Need to overhaul, redefine, transform the way companies' market and reach out to their customers. Events like Click Asia 2012 http://www.clickasiasummit.com is not the indication of shape of the things to come but about the situation we are already in. Wake up { u may engage teenager(s) to guide yr marketing team HOW abt social and digital media strategy ).