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Friday, April 18, 2014

How some pros get their marketing right

I get mailers and newsletters, and pamphlets in the snail mail..and just about every attention - seeking communication (and downright annoying ways to get me good and mad), about so many services and products. I do want to know about all the fascinating things, every business has lined up for me to spend my money on, but I'm usually not excited about the way it's presented. Also often, I'm not sure what value they add to my life.

Now what do I consider great advertising? Here are three that I know make the cut with me, and I'll tell you why.

Perfect match of Disney princesses with gorgeous engagement rings, which would sentimentally turn on many women.

BodyShop's mailer has this in it, which appealed to my 'conscientious consumer' core. (Click on image.)

A Pepsi commercial that rocked because it showed empowerment, even if it is selling something as lightweight as a soft drink.

So if you marketing types want to impress me, then get some things right. Make the message your sending across to me, resonate with me. Let it be about my personality and aspirations, and not just about my wallet. I must say that Flipkart and CaratLane do this well. The former will actually see the things I browse and suggest others that I might like. So, when it comes to books, I end up picking titles I would never have noticed otherwise.

CaratLane has mastered the art of wooing customers really well, and I've said this in two other posts too. (Read them here: Words that could be great pick-up lines! and CaratLane: A shiny, classy online beacon). Take a look at their latest e-mailer.

The rare great exception in the financial services sector, has been the Professor Simply Simple series which is the brainchild of Tata Mutual Fund. They make boring financial and economic facts come alive.

May be, these examples will make you sit up and take note of what you are doing wrong, at such great expense!


Anonymous said...

Why would a company try to impress someone "enjoying writing on a variety of subjects" who repeatedly use pathetic English like "your" when it should be "you are" in copy? And what does "It's not got tweets about shopping deals but about my opinions on current issues" mean?

Manali Rohinesh said...

First of all, thank you for pointing out my 'pathetic English' and I will correct it. Second, it's my opinion and on my blog. And if you have checked my twitter account, you'll know what I was referring to. If you have your own two bits to say in more perfect English, say it on yours..if you dare to. And yes, do leave a name the next time...in perfect English.