If you are an advertiser and looking to excel then you have entered paradise. Behold and read.
1. USE DANCING DIVAS
Fill your communication with Dancing men/women and you win Big Time! Tarang, Samsung Dharak, Sooper, Mezan, LimoPani and so on. Jazz and Telenor set the trend a while back.
2. USE DANCING NOT-SO-DIVAS
Even if you cast Ugly Fat men & women dancing all over the screen, you will still break your own records. Walls Badami sold beyond their expectations.
3. GIVE FREE STUFF
Give consumers something/anything free with the product and they will definitely buy it.
A few examples are Kisan Masala with KISAN oil, a tennis ball with BATA school shoes, Do I have to tell you more?
4. TOUCH THE CONSUMER’S HEART
Give an emotional touch to your brand and you will win consumer’s hearts.
Be it Telenor Talk Shawk, Djuice or P&G products have built on key consumer insights.
Even if you make a failed attempt (Jazz Apna hay)!
5. HAMAIN ANGLISH NAHI ATI!
If you try to be Angraiz for a not-so-angraiz product, you will suffer!
Nice try Meatone.
Make good products with good communication and you will succeed.
Nestle all the way!
7. IF YOU CAN’T; THEN YOU SHOULDN’T!
A brand saw, came and faltered. Quite a few brands have come up with strategies which further add to the woes of the brand.
Engro launched a Challenger brand named Dairy Omung, which is first challenging Olpers and then others!
Why wouldn’t a family consuming Oplers change to a more cheaper option like Dairy Omung? In marketing lingo this is called cannibalization.
Olpers should have done something like what Unilever did with Surf Excel. They launched Sunlight which is clearly positioned as a brand for lower SECs and Surf’s consumer would never shift to it.
Even in case of Lux, Unilever went with a carbolic soap, Lifebouy, to capture the lower end of the market as well.
Dalda decided to act fancy and reveal its very own technological advancement and voila! Easy Pour ‘TECHNOLOGY’dazzled the competition to their knees…NOT.
Is placing a packet of oil in a plastic jug called technology? If yes, then my mother is guru of technological advancements.
Ufone decided to launch Uth Records. The idea reminded the audience of Coke Studio and such intense was the memory that everyone plugged in their earphones to listen to the creations once again. Ufone was left staring at the swaying audience.
The tip is to be original and remember..cheating is a bad habit.
Hire her. Enough said!
9. FOLLOW TRENDS BLINDLY
“If everyone is opting for billboards, then go for billboards blindly, don’t waste time thinking something else”!
Advertising motto of definitely some Senior Manager of a Lawn brand.
10. SLASH PRICE
Sale Sale Sale! What else do Pakistanis want?
If we’ve have missed anything, feel free to share it.