Marketing Blitzkrieg to leave an impact..
When Philip Kotler taught me in the late eighties, about selling air conditioners to the Eskimos in igloos, I contemplated on the magic wand called ‘marketing’ and today nearly two decades later; it still makes a lot of sense. Companies with brands go on a rampage to sell their products to the ever gullible consumer waiting to lap it up and advertisements backed by smart presentations do become a viable tool for notching up sales. The ballyhoo surrounding the launch of a product catches the attention of even the tamest and creates a sense of intense desire to own it. Advertisements are the bulwark of a product; no longer are they used as a mere information baton but are now strong mediums of personification that have a lasting impact. The trend is to sponsor programmes and events through the print, television and internet channels and also to partner in many of them.
Roping in ambassadors to promote, which is a win-win situation for both the parties, has come to stay. It is appealing to have a glamour quotient to one’s product and these messiahs have the mesmerizing ability to play to the gallery, thanks to the creative minds of an ad agency. The ingenious ideas accompanied by special effects do cause a flutter and ripple. A connect is established with the target audience through the harbingers who herald the arrival of the product in style. They have a magnetic effect on us and the spin offs for the manufacturer are a bountiful. The consequence and result of this blitz override the lavish expenditure on this front and companies are eager to jump on the bandwagon. The cult following is immense and each one of them try to outdo the other and budgets allocated are astronomical, with the celebrities making hay while the sun shines.
The company, today, knows that crass, mediocre and opportunistic values do not matter in a highly charged up environment where the adversaries are waiting to pin you down. To emerge as an exultant champion, the seller needs astute and shrewd thinking that is out of the box and relates to the prospective buyers. Automobile manufacturers in essence, have to match their wits with zealous and intellectual competitors armed with promotional bombardments. The inherent features of the cars such as power, speed and excitement are showcased very persuasively in their campaigns. They go all guns blazing to get that crucial and vital edge which is so very essential. To stand out in a crowd requires tremendous rationale backed by a social message that forms the crux of the matter. High tech language to catch the gen y has far reaching influence on them.
The tag line of Zica by Tata motors in their ads says…” Tata Zica
– the first car to flaunt the IMPACT design philosophy that emphasizes on an immediate IMPACT at the first sight and a lasting IMPACT overtime.”
These enduring words leave a long, lasting eternal punch and are indeed allegories to the car itself!