During my evening walk yesterday, I couldn’t help but stop and stare at these. I was curious to check if these were chestnuts.
Image – Kanupriya Sindhu
I walk in my neighborhood every day. In fact multiple times a day. But never before have I bothered to pause and observe these nuts.
So, what made it change?
Netflix.
I recently watched “The Chestnut Man‘ and was deeply engrossed in this series.
Now, you see the connection? Yes, it’s the implicit cognition after watching the series that made me stop and observe the chestnuts.
It’s autumn right now and the roads are full of leaves and nuts. I love fall colors and I often capture the different shades of leaves during autumn in my camera. But this must be the first picture of these nuts in my gallery :).
My behavior was impulsive. I spotted, stopped, and clicked.
Build where you own the land, distribute where the audience is.
Before distributing, ensure it’s worth visiting.
This pretty much sums up the whole post.
If you are already doing it, kudos to you. And you don’t need to read this post :). But if you’re confused about the balance between owned and rented, you may proceed further.
I understand that the rented land is lucrative. It’s crowded, abuzz with activities and attention.
Pretty much every marketer’s dream and KRA – to be present where the attention is.
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.
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.
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.
Between my last post and this, nothing much has changed in my LinkedIn feed, as far as stories are concerned. I see a few folks using it, but I am yet to experience something unique or share-worthy. I plan to try it soon and will hopefully get some data in a couple of weeks. In the meantime, here’s the second part of the post on “Ephemeral Content” and how to use it in our marketing plan.
Before we proceed further, what exactly is Ephemeral Content Marketing?
LinkedIn launched stories a few weeks back. I can already see it picking up in my own network, and on the platform in general.
Ephemeral content is on the rise like never before. Started by Snapchat but made mass by Instagram stories, there is something very captivating about the short-lived form of content these days. I am yet to try LinkedIn stories. But if I observe my own behavior on other channels, especially on Instagram, I am more active with stories than posts.
While I knew the answer for the same, but before jotting down this post, I carefully evaluated my own behavior on why I like stories more? The answer is clear and it’s the same for me, as it is for many of you – it’s quick and not “permanent”. I don’t have to worry about the long-lasting impression of my posts and the imprint that I am leaving on the web. I like that it’s in the moment and not long-lasting.
And that’s the beauty of ephemeral content – quick, in-the-moment, and transient.
Spotted these Amazon Storyboxes at a mall recently and they instantly made me curious to browse more. Beautiful stories presented in a beautiful way, loved this new initiative by Amazon India. Good storytelling works always, isn’t it?
And not just storytelling, the Amazon Storybox is yet another brilliant example of the importance of packaging in marketing. Packaging changes perception, packaging reinforces the brand value and packaging sells.
It’s the season of festivals in India these days and with festivals, comes the season of shopping. From Dusshera to Diwali, there is a different excitement and frenzy in the air. It’s that time of the year when marketers bring out their best offers and consumers are left spoilt for choices. It’s that time of the year when brands launch their best campaigns to connect and attract their target audience.
Like every year, this Diwali has also been very interesting when it comes to marketing and advertising. From digital to retail, the market was flooded with new campaigns. While some chose the route of social awareness, some went ahead with direct product promotions. Whatever be the route, finally the ones that attracted the attention were either –
Entertaining or Educating or Engaging or Empowering!
The same golden 4E rule of marketing which is about content. Good content wins.
While there were many campaigns that I liked but here’s a quick round-up on the ones that I loved the most:
Zomato – When it comes to digital content, Zomato wins hands-down for me. I am a huge, huge fan of their marketing especially their social media marketing. The quirk, the pun, and the message-fit to the occasion, I mean hats off to the team who comes out with posts like these, absolutely hilarious and shareworthy. (*Insta embed is giving issues with this theme on web, in case you can’t see the full slideshow, view it here).
Samsonite – I had goosebumps watching this ‘Diwali Ka Safar’ film and loved the idea as well as the execution. When the whole world was speaking of gifting during Diwali, Samsonite came out with a wonderful campaign on gratitude. Subtle product placement but with a remarkable message, this ad won the hearts of many.
India is going home for Diwali, but they are not.Join us in wishing them a #HappyDiwali and thanking them for helping us all complete our #DiwaliKaSafar!Share this with your friends and family and ask them to do so too! #SamsoniteIndia
Google Pay – Going by the number of Diyas that my whole family was busy scanning on Diwali, I have to say that this was one of the most engaging campaigns this year. From paying to sharing, the Diwali gamification by Google Pay was indeed a very smart campaign to increase product usage.
FeviKwik – What a perfect product fit campaign by FeviKwik! I mean to come out with a Diwali specific advertisement for a product like FeviKwik would have required some serious effort. And look at this post, isn’t it simply amazing? (*Insta embed is giving issues with this theme on web, in case you can’t see the full image, view it here).
Sabhyata – Many brands took the route of starting something new or celebrating change this Diwali. But speaking of this film by Sabhyata, I couldn’t guess the end when I watched it for the first time. And considering it’s coming from a brand with the name “Sabhyata”. I quite liked it. With a traditional range of products but ads like these, I am sure the brand will find its connect with the younger generation.
Saas-Bahu Saga? Kahaani Ghar Ghar ki..But aise rishtey jo khatti-meethi nokjhok se bane, Bade Ache Lagte hai! This Saas-Bahu duo is definitely goals for everyone who relates to this situation!Sabhyata#CelebrateAChange
While I have listed the five that I liked the most but there were many more like Dunzo’s Glow Green or Swiggy’s Mute SoanPapdi that were interesting and funny. Though for me, nothing could come parallel to last year’s UmeedKaDiya campaign by HP. That film I think was a league apart, something that many of us will remember for years to come.
So, which ad was your favorite this year? Would love to hear from you in the comment section below.
Blogging Journey Since 2003
About Me
Dreamer, Doer, Mother, Marketer - that’s how Kanupriya likes to describe herself and the order of these roles keeps on changing for her every hour of the day :-). Entrepreneurial in nature with strong product leadership skills, she has established brands and built products that have been industry differentiators in the Indian market. Digital media is her great passion and she is an active contributor to some of the country’s leading technology and marketing publications.
Kanupriya currently lives in Bangalore with her husband and son. When not working, she loves to spend her time with books, oven or paint-brush.
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