Posts Tagged ‘Dayanidhi Maran’

Since the last few days, my mind was thinking all about marketing and figures. I read about Myspace, and how its users have declined at a pace which was as fast as Sharapova losing to the Czech sensation, Kvitova in the Wimbledon finals. Then I came across the launching of video chat on Facebook, and Google+ being launched by Google to compete against Facebook was also the pick of the news for me. But all this was simply put to rest when I boarded a local train to Khar Road the other day from Churchgate.

Travelling by local trains, it is not new to spot those unique marketing guys trying to sell their stuff with their oratory skills demonstrating their products in the most uncomfortable cramped positions. I came across one such weirdo. He was marketing an eraser which could remove pen marks. He first gave the audience the USP and then started demonstrating about the product, which was a million times better than the Dent King Ad on Telebrands. This Rocket Singh in my train scribbled on a man’s sleeve and on one of the passengers 10 Rupee notes and then removed it using his magic eraser. The technique was superb. The interactive way through which he displayed the effectiveness of the product he was selling was as appreciable as Dayanidhi Maran putting in his resignation papers. And then it was time for sale. Magic eraser fakt daha rupaye, sirf dus rupaiye, only ten rupees. Though I did not have a count of how many erasers he was able to sell since my train had entered the broken Khar station, but I was pretty convinced that the Rocket Singh must have cracked more than a handful deals.

This simpleton with a UP accent must surely be one the many who on the MNS hitlist, but the way he marketed a simple magic eraser was a ‘NO MUCKING AROUND’ technique. Although it was not as richly designed and developed as the Vodafone Zoozoo’s, who came in between IPL matches to sell Vodafone recharges speaking in an alien language which was probably picked up from the film, ‘The Gods Must Be Crazy’. But the guy’s simple technique surely answered all the questions in the minds of the target audience and was attractive enough to lure them into shelling out the red version of the Gandhi and pocket the magic eraser.

The marketing technique gave me flash of stories about those small companies which made it big like chaar boondon wala ujala, from Jyoti Laboratories and washing powder Nirma, which struck an instant chord with the audience and resulted in SALE even though it did not have a starpower behind the brand. It was efficiency and planning over haphazard marketing that won them glory.

The whole experience made me realize, it is not about how many zeroes you have in your advertising budget that makes a campaign successful, but it is about that one effective marketing Hero who can clock in those zeroes in your revenue.