Messages creates Matches.
Messages that do not create Matches ought to generate Curiosity at the least.
Neither Match nor Curiosity, that would be criminal.
Tag: Advertising
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Fast-moving Spiders
Ads on social media feel like fast-moving spiders.
Also a good way to get a flavor of the category.
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Sticky You Are?
Is the message sticky? Or are you really sticky?
How does it take the message to stick? How long does one stick with a message?
Digital marketers don’t bother with these matters. They bother with content.
Messageless content.
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Fashleisure
There was that cringe word promoted quite a bit by Jockey: Athleisure.
What do we have now? Just checked an ad by Nibero calling its shorts ‘Fashleisure’.
Hello word-coiners, have some mercy! You can’t splash such funniness…
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Wordin and Naming
Category Name
Brand Name
Domain Name
Tagline / Punchline / Battlecry
Capture the change you want to see. Capture the issue where you want to effect a change.
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Whatever made this process of marketing to be called ‘branding’. Of course, even burning money in repetitive advertising for the purpose of branding often doesn’t make branding happen.
Suppose we leave aside the ‘burning money’ phrase and focus more on messaging. In that case would it be worth calling the process ‘etching’.
Then the language changes weirdly.
I own the brand.
I own the etch?! Oops!
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Brand
The word is abused enough.
Differentiation, expressing differentiation, all forgotten so soon.
Folks can’t even express the ‘category’ their business operates in. But go about tomtomming ‘brand brand brand’ in every conversation.
What did they do their MBAs and certifications for? SEO?
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Long Ad
If an ad crosses the usual few seconds of running time, it might feel like a short film. Such are the times.
If an ad is paragraph of 48 words, it might not be called an essay or a book. Long ad one may call it.
Sometimes they call it advertorial as if it means anything at all.
The long ad has to battle with the variety that scrolling on the mobile screen offers. Also has to battle the dance videos and silly videos.
Why am I writing about the long ad!
Sorry, good morning! This was such a long essay. Thanks for reading.
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Can you multiply joy?
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?
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Exciting
An exciting ad made by myself excites me. An exciting product made by myself excites me as much.
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Daikin The Air Specialist
I spotted this in today’s newspaper.
The Air Specialist?
In matters of air-conditioners, this was the most shocking realizations for me: the split-conditioner in my studio doesn’t let the outside-air in or inside-air out.
Means one keeps breathing the same air until windows and doors are opened and there is sufficient wind to circulate the air, and bring the air from outside to mix with the air inside.
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What has happened to Differentiation?
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?
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Perfect Floor Plan?
Does this ad look different to you? Different from other real estate ads plastered all around?
I liked this ad. Kept the newspaper for a couple of days before posting here. And then it struck me.
There’s the interior, and there’s the immediate exterior.
Interior or exterior, interior and exterior, it’s the area of beautiful playful space that counts.
How much space, interior and exterior, is your money buying for you? That’s the moot question.
Is your space allowing you to station a huge personal table to spread your wares and play?
Is your exterior space allowing you to…
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After Google Ads
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?
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Falana Zaroori Hai!
What is Falana? That is a bad question. In fact, I can master the art of bad titles too.
I sense these decisions are typically and heavily influenced by doctors’ diagnosis of the situation. So what is this ad with Dhoni’s face attempting to do?
Mutual Funds Sahi Hai! Treatment Zaroori Hai!
Shoe shape par dhyan dena bahut important hai!
Pull-up bar lagakar hang karna interior design ka part hai!
Oh God, my punchlines are so long and taxing on the readers’ mental faculties!
I don’t even have money for one such insert in TOI.
Huh! Your posts are pathetic! Tumhara treatment zaroori hai!
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Product Dancing
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!
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Kya hai yeh Keeway 250V!
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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The ad right under a speculative paragraph on…
The ad right under a speculative paragraph on Nadal’s retirement plans. And another ad under yet another paragraph. The aesthetics of content presentation. Gross!
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I am searching for sports shoes FB ad…
I am searching for sports shoes. FB ad by a platform shows me shoes with a button ‘shop now’. I hit the button and I am asked to download the platform app. That’s what online shopping and advertising have been turned into. A mess.
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