MARKETING COMMUNICATION DIGEST

Don’t judge a book by its cover, but judge a brand by its packaging. Let’s discuss the benefits of brand packaging. Brand packaging plays a crucial role to the success of your brand. The important part itself is determining whether your brand is going to be liked by customers or not, and customer satisfaction is simply the key to building a successful brand. A synchronized work between the marketer and the graphic designer can lead the way to success for a brand. The synchronized work is poured into a vessel, which is the packaging of the brand itself. The ability of a marketer to create an identification of a name in a short writing is creatively visualized into appealing designs by the graphic designer, creating an attractive brand package. Statistics show that when people go to a grocery store, they tend to first look for a product with beautiful packaging, making us believe that a well-made packaging can entice a customer. Molson Canadian beer saw an inc...

Sampling is a marketing tool which is based on freebies (samples) of your product given at no cost to potential consumers. This tool accomplishes a number of functions: attracts new buyers, works on the audience loyalty, ensures feedback from customers etc. It is one tool you should learn how to use. As a rule, when people talk about Sampling in marketing, they mean a giveaway of free samples in streets, at shopping malls, supermarkets, educational institutions, business centres, railroad stations, airports and any other places where you can meet the target audience for the product. For sure, we are talking about B2B sampling and this method of marketing has been well-proven since olden times. The sampling as a marketing method is based on consumer psychology: if potential customers have already tasted a product, first: they have already felt useful qualities of the product, realized its advantages and possible benefits for themselves; secondly: it would be mentally harder t...

The 'essentialist' knows that the discipline currency is limited so they use it to build a routine, a way of operating. That means they don’t have to make the decision again and again”, said Greg McKeown, author of Essentialism: The Disciplined Pursuit of Less. Greg McKeown was explaining how we all wake up every day with a limited amount of what he refers to as “discipline currency” – the ability to get things done. He suggested that we use up this limited currency by spending our time making and remaking the same decisions. We should rather, he says, be ‘saving’ it for the most critical decisions and tasks. To do this, we need to create a system that makes executing what is essential as easy as possible.   Now, think about how the businesses you work with every day are actively putting this principle to work, successfully. Businesses and organizations of all types can build and automate their daily routines (the processes) that are the foundation of their businesses, t...

Do you even know what a telegram is? And have you ever received any? If so, when was that? Either way, you’re reading this for a reason and it might be that your advertising, marketing messages and usual social media messages are hitting a wall. It’s called the wall of no response; the wall of disinterest; the wall of noise. Why is that happening? The answer is simple: Because you never send me a telegram anymore. The first telegram was sent in 1838 by Samuel Morse, the inventor of Morse Code. A telegram was an electronic cable message sent by an operator and then delivered BY HAND to the recipient. Telegrams largely went out of style in the mid-20th century once other forms of communication, like the private telephone, became commonly used. Telegrams connoted urgency. They stood out, got read, usually immediately, and the sender paid for that privilege. Imagine that happening today. What would you pay for that kind of access in a land of Tweets? William Wrigley, Jr. o...

We’re living in an era of start-ups. Every other person is looking to start a new business and become an entrepreneur. But more than 80% businesses fail to survive their first 18 months. Nobody knows if your business will work or not; there is no formula or method which can help you find out that your idea has the potential to be a great business or not. However, there are certain factors that you need to check on, before you invest your time, money and energy into your idea. Here are some observations and necessary things you should keep in mind before starting a new venture. 1. Timing Out of many factors, including idea, funding and team, timing is the most important factor that you need to check. Great ideas have failed only because they started before time or they were too late. It’s the timing that decides your company's future. YouTube , for instance, was not the first video sharing platform. There were a few before that, but due to bad broadband penetration i...

Do you also subscribe to the notion that people under the age of 34 are immature, coddled, and self-obsessed? No, I don’t buy it. It is very okay to have a team of smart, socially-conscious, hard-working, and collaborative young people. Just don’t hire other types of people, regardless of age. Even though data show that Millennials are more likely to switch jobs than their Generation X colleagues, and that they’ll weigh flexible work schedules and work-life balance as heavily as they do salary, it still doesn’t strike as entitlement, though. Unprofessional deeds and immaturity strike more as the reasonable response to the world we live in. After Youth Service in 1991, I read job ads in newspapers, and circled interesting ones using a physical pen that actual ink came out of. I made phone calls on a phone that was connected to a wall. I had to stand next to the phone during these phone calls, due to cord length limitations. Sometimes people returned my calls and...

What should today’s marketer put her money on - Gut or Data? Marketing is the  science and art  of exploring, creating, and delivering value to satisfy the needs of a target market at a profit, said Phillip Kotler. For marketing to be successful it needs to subtly blend both science and art. But what are the science and art parts of marketing? With significant strides in technology today, it has become easier and cheaper for us to gather, store and analyse data. And that perhaps puts today’s marketers in the horns of dilemma. The needs of the modern marketer are increasingly informed by analytics, targeting and Big Data, driving us to believe we must become more of scientists than ever before. Marketers are strongly of the opinion that science rules metrics, with the intuitive marketing qualities playing little part. This thinking drives much of the effort in collecting zettabytes of data, umpteen metrics and zillion rep...

George Orwell The prose of proposals Great men of letters have described writing in diverse but nonetheless intriguing and instructive ways. Friedrich Nietzsche Friedrich Nietzsche said “A good business proposal encapsulates the spirit of your team and reflects your company’s personality. While it needs to be consistent, it may be better to show a few different perspectives. In essence, he’s saying that a good writer possesses not only his own spirit but also the spirit of his friends. Voltaire said “ Proposals are already complex and lengthy pieces of writing that require a high degree of attention. If you want to make sure you put your reader to sleep, take him through ALL the stages and aspects of your project. He must have meant that the secret of being a bore is to tell everything. Scott Fitzgerald Scott Fitzgerald, the author of the famous novel 'Great Gatsby', was writing short stories at night, but little people know that afterward...