morning boy's letters on serious matters and commentary on funny things aplenty
Dear Mr. Advertiser and Advertisement Viewer,
If ads are to be believed, may be you can.
Some time back, Coca Cola said Open Happiness. Once you open that, you can multiply it too.
In today’s newspaper, on the front page:
Suppose they didn’t write Multiplying joy, would it have made a difference? Would Vivo sound committed enough, or more committed without those words?
Mr. Marketing Head must’ve added this after the ad was made, perhaps. No? What’s your guess?
An exciting ad made by myself excites me. An exciting product made by myself excites me as much.
Dear Al,
I could address you as Dear Al Ries or Dear Mr. Ries, but I feel closer to you than that.
Dear Al, what would you say about differentiation in today’s world of start-ups? I wonder.
Start-ups get plenty of money. They bomb the media with their money. They have messages but nothing sounds memorable, forget sensible.
Sustainability is in fashion. But the start-up has to be sustainably different too.
Start-ups don’t seem to understand categories either.
Do I have to read your books once again? Do start-ups have to?
Do I need more money to understand the start-ups marketing strategy? Is it money that I am not able to understand?
I wish some Indian shoe offers what a shoe should really really offer. The most basic thing.
I will not repeat myself. Have a look at this anyway.
This ad appeared in my FB feed.
If you read, first it says, Shoes for Indian feet.
Then it says, Same comfort on Day 365 as Day 1.
Then it says Durable Shoes for Indian Feet.
My questions to you are, what does Indian Feet mean? And therefore what do Indian Feet need?
What is comfort dependent on when we are talking about shoes?
Ads ads ads. What does it mean to call anything an ad?
I find that Myntra calls certain listings as PLA, Product Listing Ads.
Jumping to the top of the list, call them ads.
What does Amazon call such promoted listings? I will find out.
Is your face an ad?
‘Informationalizing’ a physical product for the purpose of ecommerce is a huge skill.
Inferior informationalizing and huge promotional spending may make the sale happen once, but encouraging repeat buying may become a real challenge.
If you have sold physical products online, you may understand what I am saying. What’s been your experience?
Dear Advertiser,
Since products can’t be made to normally dance as yet, I sense DanceGPM will change all that fairly soon but not yet, how can millennials be impressed with so many products made for them?
But they are already buying a lot of them, no? Oh yeah, they are buying, even without the dances.
I just felt like if products are all presented in dances, it will be great content, and millennials would just not stop themselves from buying because of all the content.
Content is King and Queen and the cot on which they sleep.
Remember how Malaika danced in Chaini Chaini, chain se maza lo!
Dear Brand Manager,
What is Victorious Muscle?
You see I wrote on the email id shared on your website but I was kind of dismissed after a short chat with someone in the sales team, that too after a stern follow-up from my end to elicit a response to my email.
No, I did ask for your contact, a way to have a chat with you, even if that meant flying down to your office.
I was told the Marketing Team handles this and has given the project to an agency. “If they need you, they will contact you.”
Who needs whom, well in this world, who can even tell.
I said to the sales guy I was talking with, “Look I’ve got an idea that will really benefit a product like the Keeway 250V in the Indian market. It may position this brand in just the right way and may have a great impact on sales.”
The conversation was closed with some platitudes by your sales guy.
Life, I tell you, even when you have the right idea and the product is right in front of you, you can only wish…
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