Posts Tagged ‘Google’

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.

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one of the ads from the famous hutch campaign

The advertising world has been something that has always interested me a great deal. I have always been fascinated by those super creative ads and have always wondered how those ridiculously talented heads come up with inimitable ideas. However none of the above accounts for my reason of getting into this field. But after completing a graduate degree in advertising, one thing that struck me about this industry was the process it has drawn for those aspiring creative asses to get into the industry.

I gate-crashed into almost a dozen agencies before getting an unpaid internship in what I would term the most dreadful experiences of my life. I was like the Tom Hanks from Castaway, stranded on the island of advertising and waiting for that one blink of light which would give me an entry to some good agency. But that experience of working in a small mysterious so-called agency taught me a few lessons. Atleast I understood that those Neelkamal chairs weren’t made to sit for 8 long hours in the agency and a copywriter would never ever be comfortable doing client servicing. It also made me realize in a span of a week that script writing was my forte. Now that is not an excuse for leaving the agency but a strong reason which completely eradicated the disease of becoming a copywriter that had plagued me.

Post that, I never managed to find any reference relating to advertising in my whole family so I kept that copy thing aside. It was just too much time wasting and irritating. So after spending a hell lot of time with an idle mind and then starting to work as a script writer, I continued keeping a close eye on the ad world before finally drawing a self made conclusion which might be acceptable to some and arguable to others.

So based on my own thesis and experiences I have just realized that those getting into an agency are required to fulfill one asSOLE criteria and that is “REFERENCE”. Those not having a reference can continue beating their ass off in the search of that one word “REFERENCE”. That is the best way you can get a green card into the fatte Sutta-Booze agency world.

And if your interview happens to be like the one scribbled below, you might just be the next talented dog writing that Hutch jingle after listening to the original one on youtube.

Creative head : hi….so tell me something about yourself..

Destiny’s child : hmm….i am a creative loser…I have completed bachelors in mass media…I want to become a copywriter…

Creative head : So do you any experience…?

Destiny’s child : yes..i have done a few college projects..

Creative head : what did you do in the projects..?

Destiny’s child : I did not do anything…I gave my camera, my laptop to my group mates and they made everything…

Creative head : any presentations that you did in college..?

Destiny’s child : no..our co-ordinator was my uncle’s friend so I didn’t have to attend any presentations…but yes we had done a social awareness campaign…

Creative head : so what did you do in that…?

Destiny’s child : I did nothing…my group mates handled everything…I just gave them contacts of a few channels and newspapers…

Creative head : wow..so far so good…now final question…any reference with which you have landed here?

Destiny’s child : yes…my dad knows the creative director of the agency…

Creative head : great…join in from tomorrow…package 15k….

There thousands like the Destiny’s child who are aliens to the creative world but with that one single word ‘REFERENCE’ are able to be a part of the industry that is termed to a breeding ground for talented blokes. However the irony of the situation is that, those who are really worth the buck, are still sitting in their houses, sharpening their skills on photoshop and illustrator, watching thousands of ads on adsoftheworld.com to get their knowledge about copy bang on and sending in their updated resumes to all the agencies they come across via google on email addresses like careers@xyzagency.com which are almost disowned by those handling the HR department.

So the bottom line of the whole article is that those who want to get into an agency should either hunt for a reference to save their ass and if they don’t find it but still have that creative keeda to get into the agency, all I can say is you should have continued googling information about agencies instead of wasting time reading this.