Traditional Marketing

Hi,

The subject sound too common for rural management students but it will really interesting for initial marketer who wants to create impact in his brand communication by using this tool “Traditional Marketing”.

I have been using this mantra in my work & truly it has helped my brands to get high visibility & also to build high awareness.

One suggestion which every marketer should follow is “SCAN the MARKET” before getting in to an ACTION. I would see this term deeper which means “SCAN their TRADITION”

One simple but traditional idea to promote brand which we recently did in Gujarat Agrotech fair was using the traditional methods of communication like “Kacchi Khodi” with “Drummer”, this activity has hold the eyes of the crowd towards the brand & activity. It’s unique & people enjoying watching their tradition & art.

This idea strikes me when I was watching ROADIES & it was the task for the ROADIES to perform & earn points.

Along with this we have used “STILT Man” to get notice in crowded mela & “Magic Show”, “Balloon Shooting”, “Tattoo Painting” to communicate the message effectively & in their locals.

By doing this we have achieved the two immediate objectivet of participation which is “NOTICE & REGISTER” then task came is to CONVERT him in to buyer of your product for which we create a special Audio - Video & Live Product Demo zone with a good sitting facility (Support of Table Fan & Cooler) showcasing the user testimonial & product benefits in their life. This activity gave him “Reason to Believe”.

I do believe “Marry the local Custom & Tradition with Marketing” will give extra edge over competitor & also build strong communication because you follow the right route of convincing buyer “touch his emotions give him reason to believe”.

Cheers,

Rav

Stock Vs. Seed Industry

Hi, I thought it will be interesting to share with you guys, last Saturday afternoon I was about to take siesta after heavy lunch but looks it was not in my fate, I listen a door bell, I thought to leave it but at the next moment I realize its my wife who is waiting at the door, I rushed towards door to open, then all of you know bombarded with same question “You do nothing on weekend, what takes you too much time to open the door in 1BHK flat?” immediately I answered “Honey, I was dreaming about you & me” She smiles & then we sat, I request her to make a ginger tea for me, with red eyes she stood & went into kitchen, I switch on the TV & watching the UTV Bloomberg general review on Stock & Commodity, the idea immediately strike me is that the STOCK Market & SEED Industry is very similar, You will think how come it can be….

I will explain this in a very simple manner & this analogy could help Seed company to see one more pattern in Kaleidoscopic world.



I hope you have got convince, I can correlate this with the simple insight is I purchase any stock/ bond with the expectation that it should give me return, it highly involved category there is not impulse buying, I read/study before investing, same is our farmer they visit seed demo, performance, take words from key opinion leader & then decide whether to purchase or not.

What all these stock companies does that they promote what ever good they are doing so that investor confidence build up & invest in their stock/mf but it’s not one time they want the investor should continue investing & when will he do only if their commitment on earlier product deliver up to his expectation for which lots of back support service & guidance provided by company & their intermediaries who sells their products.

Same applies to SEED Industry, Marketing communication is must but we should not forget the after sales service b’cos that’s where the market dynamics comes in picture & which make farmer emotional. If they see value to associate with you they won’t hesitate to pay more or recommend your products to others. This will also help to build loyalty towards your product & services.

Marketing communication & promotion would help to enquire about your product at sales counter but hand hold service is the mantra of today mkt. world which ensure the repeat purchase & shift this towards loyalty.

Cheers,

Rav