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Marketing

The Netflix Effect In Marketing

October 22, 2021

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.

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Don’t build your content house on rented land

September 24, 2021

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. 

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Consumer Behavior Post Pandemic - Kanupriya Sindhu

Coping up with changed consumer behavior post-pandemic

June 16, 2021

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. 

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Attention Economy 2021

Dealing with Attention Economy in 2021

April 22, 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. 

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Marketing Case Studies - Kanupriya Sindhu

Big lessons from small businesses

March 19, 2021

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. 

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The value of shareworthy content: Spotify Wrapped

December 3, 2020

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. 

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Stories humanize brands: Lessons from B2B brand storytelling

November 30, 2020

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 🙂 –

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Storytelling lessons from a two and a half minute film

November 24, 2020

I’m sure by now, we all have seen this new Christmas ad by Coca-Cola. It’s beautiful, meaningful, and most importantly –

It stays with you!

It’s like watching a complete film in two and a half minutes. 

It has drama. The kind of drama that has anticipation mingled with uncertainty. 

The central character goes through conflict, challenges, climax, and finally a happy ending. An ending that leaves you teary-eyed and pulls at your heartstring.

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Ephemeral Content Marketing- Kanupriya Sindhu

The Rising Popularity Of Ephemeral Content

November 2, 2020

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.

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Entrepreneurship lessons revisited during the COVID crisis 

July 29, 2020

As part of one of my recent projects, last quarter I got a chance to interact with some awesome entrepreneurs from Central Europe. While the discussions were primarily around pivoting during the pandemic, there were many other learnings for me about entrepreneurship and life in general. Sometimes candid conversations give us many more insights than planned discussions.

As Charles Handy said, The best learning happens in real life with real problems and real people, not in classrooms.

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