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Marketing God’s Own Country

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Backwaters – Main draw for Tourists

Kerala is a marketing success story. The bigwigs of this state has not spared a single channel to spread the message “God’s Own Country” to the masses. One of the impressive propaganda about Kerala on Youtube, have influenced scores of potential westerners to this state. But, somehow the ground realities are far from the picturesque posters and advertising paraphernalia we see in digital and print brochures.

So, why is it loosing the race to become a tourist friendly destination. Here are my observations:

1) Broken infrastructure, unclean roads and lack of tourist help-desk
    ( Let me elaborate – Let me take you to a trip to Kovalam. People boarding bus to Kovalam often catch bus from the East Fort bus stop. During season time, we see many domestic travelers and foreigners who wait for the bus. First thing you notice is dirt in around the bus stop. The roof is broken at many places and when it rains the surrounding areas are just black slush. One more thing, there’s no public loo in the vicinity. I once had to visit the corporation toilet in East Fort which is one of the dirtiest open loo in this locality.

Solution: Employ a person as a tourist facilitator in this bus stand. He should be given a small booth. And he or she should be able to speak Hindi and English. You can also hire Russians or Germans is man the booth for some time. It will be good experience to propagate and explain the facilities in their language. As a compliment, give them a day’s stay in the Govt Guest House in Kovalam. All the help desk people should go a mandatory training so that they can answer most of the questions asked by tourists.

2) Nonexistent Night Life

    Look at Goa – ever youthful place, buzzing with young people, indulging in all forms of youthful quest. Parties, night clubs, discos, eating joints, etc lure young people to this place. Kerala fails very badly on this index. Moreover, public in Kerala have resentment towards night clubs or discos and beer. A youngster who visits Goa with the friends is less likely to enjoy the same kind of fun and revelry in Kerala.

Solution: Create a demarcated place in Kovalam area which is meant for carnival. It has to be well planned, with all the frills of a part spot like Ibiza in Spain. But, the question is do we have the will to create a spot like that. I’m afraid the answer would be NO.

3) Liquor Ban and Drama

  We know how bad, unclean and unorganized are the liquor outlets in Kerala. On top of it there are crazy rules like, first of every month is dry day, then bars close the shutters by 10:PM. The liquor licence is so expensive that only people who are filthy rich or abkari chaps can bid. This keeps a small business out of the race. What a shame? The so called 100% literate state is acting in a very regressive manner. Most of the policies chalked out are just out of someone’s gut instinct. No research, no study, no plan. If things so, we’ll see more brain drain too happening in Kerala.

Solution: First, throw the existing liquor policy in the gutter. Make a policy which is done with planning, foresight and a vision on the future.Give beer license for shacks at a lower rate. Even with no license, you can easily get beer in most outlets. All the shacks do is sell beer in ceramic glasses. Funny!!! Who are these people trying to fool – you, me or the administration. It’s evident that these guys will be paying a big money as bribe. The question again is – who get’s it. Who benefits. I’m sure it’s not the common man.

Hire a Startup Idea Champion

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Wong caption, but right intention. Yes, you read it right. You can hire me for a day or more to mentor, to criticize or spawn business improvement ideas

How this idea lighted?
While driving back from a dental checkup, my mind blew to this thought – why not sell my ideas or business marketing plans to small business entrepreneurs or startup teams who are looking to inject some fresh ideas or need a different perspective on existing idea or looking for a way to market their new idea without a big budget.

Polish Existing Plans, Pick New Ideas, Get a Critical Examination

Imagine you’re now all set to embark on a entrepreneur journey. You got the idea, you got people on board, but you feel there are something missing in the mix. Who do you have to turn for a critical review? Imagine, you don’t have a mentor or you don’t have the money to hire a business consultant or you don’t trust your existing marketing team or friend to tell the loopholes, then I can be a extra you can depend on.

Well, I could be that one, who can examine or provide new input to your existing plan.Sometimes, you might hit a bigger idea or get some ideas on how to use digital marketing to the max.

When you hire me for ideas, there are many or some things I can do for you:

  1. Spend few hours with you or your team for brainstorming sessions
  2. Suggest few ideas which can offshoot to bigger plan
  3. Solicit ideas for new startups or for expanding existing business
  4. For startup entrepreneurs, I polish their pitches ( Trim it, make is short, snappy)
  5. Get fresh perspective on how you can elevate your service
  6. Search online and find the closest and prominent competitor, and pick some 21 strategies and smart marketing done by your COMPETITOR.
  7. Suggest some practical and offbeat ways to market your biz
  8. Write compelling or normal Facebook posts or Twitter posts which you can be used in your marketing program
  9. Draft 6 email pitches for sending a campaigns
  10. Suggest some 30 blog topics from a business – customer perspective  
  11. Visit your store and give you feedback on my experience ( a mystery shopper)

Well, lists are endless, you one thing is certain, you might get some ideas or points which you can look into during your spare time.

What do you say? Are you going ahead to book me for a 4 hr session?

One good thing right now is that I’m a free bird. I’ve quit my digital marketing job, and now pursuing as a trainer. So, I’m available in Bangalore almost 24 days a month. All you need is to drop a email, or call me right away.

How much do I charge? 
Well, I’m not too pricey as a big shot consultant, nor I come too cheap. I charge Rs 3.5K ( Three Thousand Five Hundred Only) for my time. This is not a fixed one. It can go up or comedown marginally.For other services, such as topics for blogging, or content marketing calendar or social media plan, I charge individually by looking at the size of the project.

So, what’s the proof that I spawn ideas? You can check what I’ve written on this post and other posts related to small business ideas. I hope that you will be able to evaluate me on the basis of what I’ve penned in these idea posts.

If I suit or fit the description and purpose, then we can collaborate.

Your’s in Marketing

Charles
Call #9900114982

Metalic Cold Impersonal Chairs

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Icy Cold & Impersonal Chair

Recently I visited a newly opened diagnostic centre in Indira Nagar. As I waited for the X-ray operator to set the machine, I took the snap of metal chair placed on the corridor. And, I thought how it typically looks like a hospital chair.

These chairs are the same kind you see in a office or in any hospital or labs. It has an appearance of being impersonal or not being friendly. What if they replace these chairs with chairs made of wood. Will it make people feel at home or make it easy on the eye? Yes, I think.

I feel wood furniture, chairs gives a more friendly ambiance and feel to the house or living room. Probably, it’s b’cos our ancestors lived in the woods. Or it could be something of the human touch.

Question for you:
What would you prefer a wood cabin or a room made of metal?

Finally, one more note.. just because every place is doing a practice, doesn’t make you copy the same tactic or practice. Often convenient thing, would make things can make you unnoticeable in the market.

So, what are you thinking?

  •  Are you a copycat or an original? 
  • Will you spend time exploring options to make your business standout?

Chennai 2015 Flood and Volunteering

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After every natural calamity, a big question is thrown at all of us – When will India have a solid disaster management policy? It’s typical to hear lot of discussion in the press, on TV and on the Internet about the failure of government machinery in combating the situation. Often, this kind of discussion, press notes has a limited shelf life. Soon, some other incident will take precedence. Next, there is hardly any mention about it and the priority of the government steers to another story.

Planning at the time of a Natural Calamity – Volunteering 
So, for the time being let’s forget about the Government welfare and support. Let’s focus on how organized volunteering will be a big support to citizens in times of need.

First of all, it’s important to plan, organize and create a systematic plan for people to volunteer. Before, I care the crux of the idea, visit Seth Godin’s blog to read this post.

According to him, any volunteering activity should have these three aspects such as: An Agenda, Peer Support, and a hierarchy of achievement.

The notes written on the blog clearly summaries the key aspects of having a problem plan, right from support structures, which can lead to better outcomes. I hope you will read the blog and start a proper framework to amplify the result. And finally, there are thousands of people in each locality who are willing to volunteer for different causes, but don’t know where to go, how to go about it, etc.

Can you steer a path? 

Increase the Value of Public Libraries

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What do people do when they wait for a bus at the bus shelter? In a mobile distracted world, it’s a common sight to see people fiddling with their mobile phones. And, I too did the same. At this point, I came across an this blog post on Grammerly.com. .

Going through the 3 points written on the blog, I picked two things which could be adopted by public libraries in India.

If I’m not wrong, there has been a steady decline of library membership in public libraries across our country. The reasons is evident – the rise of information in digital forms, wiki’s and digital libraries, etc.This means fewer footfalls in public or community libraries.

I’m not sure about the activities undertaken in public libraries, but I’m sure that most libraries have fewer resources or leadership to  take it forward. In many cases, they don’t know how to go about it. So, based on what I understood on the Grammerly blog, here are few points:

1) Start quarterly essay competition in these libraries. It should be held for school level, college level and one which is open to people of all ages. I feel a successful event can draw people living in the locality to visit the library, spend some time interacting with people, participate and in this way get familiarized with the activities of the library. To make this happen, someone should take imitative to get sponsorship, get well know writers in the locality to evaluate, and organize it systematically. During the event, organizers should take effort to collect the date of each person so that it can used subsequently for sending SMS reminders or sending email newsletter, etc.

2) Start a used book festival on every second Saturday of the month. A hall should be arranged where people can bring their used books and do barter or sell the books, magazines, etc. Again, it’s intended to engage people and develop reading habit in the locality.

I’m not sure how many libraries are taking this initiative. I bet, it could be one of the ways to foster reading habit, bring young people to its premises, and bring more meaning to the library.

P.S: Keep a notice board where people can post ads for article writers, or content writers for web project.  

Future of Recruitment

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Changing Criteria for Employment

This is a cutting from yesterday’s newspaper. I don’t have to elaborate the implications of the topic written on the news. The headline itself is self explanatory.

I had a hunch for a long time about the real worth of degree certificates, MBA qualification and many fancy certificates. Now, that I have seen it in print, I can tell people vehemently about the changes that are about to come.

Why are you here? What ideas are you bringing to the mix?
One thing is for certain, it’s the idea, knowledge and skill level which will make you stand out. The era of using name of a college or an education institution as a way to get foot on the door will be a passe. Companies which eye for the future will look for something more than just your degree certification. And that’s your ideas, integrity level, your passion, skill, etc.

The bigger question is this – Are we ready for such a changeover? When will employers in India, seek this level of selection process, where they will evaluate the real worth of candidate over the degrees in hand. Are we seeing a paradigm shift in the way business is done, in marketing, etc.

More serious question: Are we ready for the fourth industrial revolution? 

India – Buzzing Land of Business Opportunities

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Opportunities Unlimited!

I stumbled on this article in Times of India where in it speaks about the abundance business opportunities in our country. The writer pens the idea of converting  problems into business solutions or services. It’s true that we in India is beseeched by a billion problems in all ways of life. And, we know how little our government can do. So it’s time we turn these problems into opportunities!

So, where are the problems and what kind of solutions are provided by private players. Here are few business which fill the gap.

Solving transportation problems ( Uber, Ola, Zip car, Zoom cars, etc)
Healthcare solutions ( Practo, Nightingale)
Household services ( Urbanclap, )
Grocery shopping ( Big Basket, Kada.in, etc)

So, next time you face a problem, and you ardently wish for a solution, then the idea bulb should start glowing!

Potent Marketing to Impotent People

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Hospital Services Marketing – Where max eyeballs reach?

During loo visit in a shopping mall, I was for in a surprise when I saw poster promoting solution for impotency. This poster and the placement got me thinking of how and where marketers try their luck. I remember a marketing epiphany written by CK on her website – “Markets may be a mystery,
but your marketing need not be.”

Going with this philosophy, there’s no harm in pasting such posters in loos, where potential customers are reminded of their biggest worry, concern and fear- In this case Impotency.

So, what do you say about the placement of this poster? What other marketing gimmicks will work to reach their target audience? What do you think will be the articles, resources and solutions sought by such people?

I think majority of men at one stage or other will google for some solution to boost their power, or ways to flag their manhood or find solutions for erectile dysfunction.

Start a Clinic Providing Treatment for Impotency 
Look into any of the Sex Expert columns, you’ll find that one of the frequent questions are related to problem with erection or loss of interest. From what I’ve understood, stress is a libido killer.

From a business perspective, I think there will be a huge demand for medical services related to impotency. No, wonder quacks are making big money from gullible customers. If you think, there is a good market, then why don’t you start a service in this area?

Think about it!

Pavada!

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Pavada Malayalam Movie

After facing severe threats, dire consequences and warnings, I was left with no solution, but to accompany my spouse for a Malayalam movie. She booked for a recently released movie called Pavada ( Skirt in Malayalam), for the late night show at Lido Mall, Bangalore. She checked he reviews and it was kind of good rated movie.

Pavada – A good soothing name, but an Ordeal to watch!
This is my personal opinion, so, don’t take my word. I have my set of prejudices, likes and dislikes. I had to sat through the movie that I was seeing an extended malayalam serial. This means, this kind of movie is not for you, but for many other who have different movie taste buds.

What I didn’t like about this movie?I don’t like the melodrama in Indian movies. Secondly, I didn’t like seeing excessive boozing scenes and that too when protagonists are drinking as if that’s the only great thing to do. Moreover, I dislike every inch of Beverages corporation stalls. Whenever there is a mention anywhere about it, I hate the politics and people behind the dirty shops.

So, the big question is this: How can I judge or take the word from an anonymous review? Is there a way to gauge my taste and compare it with any other movie.

To make it happen, first I have to pen my interest or the movies which I like. Here’s an idea; – If there’s an application which can track my likes and then compare that likes with that of the movie under review. For example, I have to provide what all movies I like and rate each such movie on the basis of humour, action or other aspects. Next, which I check a new movie, it will show how far the current movie will match with my taste.

I hope I’m clear, or is it still vague. 

Marketing Both Sides

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Both sides of a token ( Space wisely used)

Do you give a second look at the bill from a shop or a hotel?
A bill is just a bill. We don’t collect unless we use it for accounting purpose. Sometimes, I gets accumulated in one part of the purse or get wasted.

So, here’s a way to make use of the other side of the bill. I got this thought after thinking of a solution for a relative who runs cable company.

According to him, he prints monthly cable tv bills which approx takes around 3 hr time. Yes, he prints using a dot matrix printer, which takes it’s own sweet time to print using a faded ribbon.

Here’s a plan that came to my mind, which I haven’t shared with him.

First, the whole idea is to save his time to oversee the bill printing process. Why spend 3 hr or so, waiting for the entire printing. Instead, he has to first install a faster printer which will complete the task in half or even less time.

Second, he needs to upgrade the printer. This will involve cost and his overhead will go up. The typical dot matrix printer is just Rs 75. So, how will be offset the cost.

Third: The plan is this. Utilizing the white space behind the bill.  He can sell this space to promote other advertisements. While he has over 1,000 customers in that particular locality, there would be many who would be interested to reach this audience ( a tuition class, a dance class, a department store, or online grocery store like kada.in, or ladies beauty parlor, etc).

Will this work? Will someone want to buy the advertorial space or sponsor the cost of billing, plus something extra.

Well, this bill idea should work for any business, big to small.