Consumer Behavior Post Pandemic - Kanupriya Sindhu

Coping up with changed consumer behavior post-pandemic

Two consecutive calls with two close friends, who run small businesses of their own. They have very different product categories but are currently facing similar business challenges. 

How to revive their business post-pandemic.

It’s been more than a year since the pandemic forced many businesses to scale back operations. It hasn’t been easy for small businesses to sail through this phase. Business owners are struggling to recover. In fact, about 53% of small business owners don’t expect to return to pre-Covid operations for at least the next six months. 

Their struggle is for real. And they need to change. To adapt and pivot to the new market dynamics. But since they have invested so much in their existing system, somewhere they are hoping for the old business environment to be back. 

Read More
Attention Economy 2021

Dealing with Attention Economy in 2021

Attention. 

Pay Attention.

Pay For Attention.

Attention Economy.

Attention Is Scarce.

Value Attention.

Some of the lines I speak and hear quite often at work and home. The challenge is the same across both spectrums of my life – attracting the attention of my target audience. 

At home, the target audience being the spouse and the child. And goal being making them listen to me at one go. This isn’t easy, at least in my household! Especially with the spouse. So, when I see my spouse reacting to the child not paying attention. I try to remind him of a simple rule. If you want the child to listen to you when you talk, you have to do the same. Pause from browsing your screen. Look into his eyes and talk. The child will reciprocate. Kids imitate us, sometimes intentionally, most of the time unintentionally. 

Attention pays back. This is tried and tested. It has worked for me both as a mother and a marketer. 

Read More
Marketing Case Studies - Kanupriya Sindhu

Big lessons from small businesses

Observing small businesses and their growth strategies always fascinate me. Many a time, these businesses impart far more practical knowledge than what we get to learn in structured classrooms.

Last week, many counties in Central Europe reinstated strict lockdown. Budapest, where I reside currently, is back to the lockdown state of March 2020. Schools, colleges, malls, and restaurants, have been completely shut. Going back into the lockdown makes me wonder if the world will ever recover from this pandemic and will we ever go back to our earlier lifestyle again?

The announcement about the lockdown from the Government sent panic waves across the city. While consumers got busy hoarding on to stuff, small business owners developed fresh worry lines on their foreheads wondering about their existing stock and revenue. Especially the ones with perishables. But as is generally the case, it’s the time of crisis when true leaders emerge. 

Read More

Keeping A Gratitude Journal: Tips and Resources

While writing my last post, I didn’t realize it will open up such interesting conversation threads with my readers. That post connected with many. Some went down memory lane remembering their own old diary. Whereas, some shared how their outlook towards life has changed ever since they started practicing meditation, gratitude-journaling, or journaling in general. Some asked me thought-provoking questions in different forums where the link was shared. 

Going through those queries, I felt my last post had an incomplete ending. The readers expected more. Some takeaways, or practical insights that they can implement in their lives. Especially the ones, who are new to the world of journaling.

Honestly speaking, it was an impromptu post. Something that I felt like sharing as an aftereffect of revisiting my old journal. And I am glad I did. I wasn’t prepared for such heartwarming direct messages and engaging WhatsApp conversations. I always thought my audience profile is mainly folks from product and marketing backgrounds. As that’s the kind of content I mostly share here. But I was in for a pleasant surprise. Personal stories have a charm of their own. Especially when they connect, entertain, or inspire you to act. 

Read More

Gratitude Is Scientific

Earlier this month I got a chance to spend a few days at my childhood home. I visited that place after long and got to spend some time there after many, many years. While browsing through my childhood memorabilia and hostel trunk box, I ended up finding my old diary there. I definitely need to thank my mother for this. She has carefully preserved some precious moments of our childhood despite changing cities and countries multiple times. 

I have spent a considerable amount of my childhood days in hostels. In that era of no internet and no mobile phones, our prime mode of communication with families and friends used to be letters. Handwritten letters :). And the most favorite bedtime activities were reading and writing. Writing in a physical diary :). If you are someone of my age group, I can already see a smile on your face reading these lines. Did it remind you of your diary or letters :)? Aren’t these memories precious? To me, it was like finding a treasure trove. Finding my old self, reuniting with the little dreamy girl that I was.

Read More

Hope is a magical thing

2020 – the year of extraordinary challenges, and unexpected chaos. 

The year of unprecedented crisis and unimaginable loss.

The year that made the whole world standstill.

The year that made us reflect, reset, and refill. 

This year has been exceptionally tough for many in ways more than we can ever imagine. The general mood across the globe has been gloomy and stressful. 

Read More

The value of shareworthy content: Spotify Wrapped

It’s that time of the year. It’s time for Spotify Wrapped :).

See, I told you yesterday, it’s December, the month when we will be bombarded with year-end reflection posts. Some that we will be looking forward to. And some that we wish we hadn’t seen.

Spotify Wrapped is an interesting example of that. Some laugh at it, some love it, and some hate it. But despite the love and hate relationship with it, people share it. And as a product marketer, that’s the most intriguing part of it for me. 

The moment I spotted #2020Wrapped in my Spotify app, I headed to Twitter. And as expected, it has been trending on all social channels. Full of funny memes, as well as happy messages. 

Read More

Stories humanize brands: Lessons from B2B brand storytelling

In my last post, I mentioned how festivals bring out some of the best marketing campaigns of the year. From Diwali in India to Christmas across the globe, we get to see brilliant films and creatives during this time of the year. The year 2020 of course has been different. Pandemic has changed the rules of marketing to a large extent. But the festive spirit is still alive in the market. I’m sure we will get to see a lot more brilliant marketing stories in the next one month.

Two participants from my last workshop messaged after reading this post. Their feedback – it’s easy to evoke emotions and build stories around B2C brands. How about B2B? This is one question that makes me smile. I get this question asked in almost every session, especially when I am interacting with tech companies. And every time my answer remains the same 🙂 –

Read More