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NaMo's Victory Formula

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					Christmas Day, 2013



           Who do you
           think is going
           to be our next
           PM?
Hmmm
The first name
that comes to
mind is….
NARENDRA
  MODI
 He’s been
 the CM of
Gujarat for 3
   terms
 His state    He’s been
 has seen     the CM of
phenomenal   Gujarat for 3
 progress       terms
   He’s
 definitely
               His state    He’s been
               has seen     the CM of
better than
              phenomenal   Gujarat for 3
the rest…
               progress       terms
Meet Narendra Modi.
PM candidate
A Purveyor of Progress
A Political Superstar
And…
Someone to everyone
 Our PM
hmmm….
And its all about
us choosing the
      PM!
We choose someone who we perceive
appropriate… and that’s based on what we tell
ourselves




                    Prime
                   Minister
And this is how we perceive..
And this is how we perceive..



        Firm Fair
                                                                      Aspirational

         Tolerant                                                               Accountable         Humble
                                        Convincing
                     Respectfu Orator                                                                                    Down to earth
                                                              Inspiring                        Accessibl
                     l
                                                     Level headed                              e
                                                                          Effective                                                 Media
  Presence of mind
                                                                                                             Resourcefu             Savvy
                 Man of the people        Committed                                      Strong              l
        Can-do person                                                                                                                  Tech
                                                                                   Efficient                                  Open
                                  Adaptive
                                                 Smart
                                                           Prime                                           Decisive                    Savv
                                                          Minister                                                                     y
                     Commanding                                           Honest                                      Non corrupt


                                             Confident    Effective
                                                                                   Knowledgeable

                                                     Efficient   Organized
…Someone with these qualities



        Firm Fair
                                                                      Aspirational

         Tolerant                                                               Accountable         Humble
                                        Convincing
                     Respectfu Orator                                                                                    Down to earth
                                                              Inspiring                        Accessibl
                     l
                                                     Level headed                              e
                                                                          Effective                                                 Media
  Presence of mind
                                                                                                             Resourcefu             Savvy
                 Man of the people        Committed                                      Strong              l
        Can-do person                                                                                                                  Tech
                                                                                   Efficient                                  Open
                                  Adaptive
                                                 Smart
                                                           Prime                                           Decisive                    Savv
                                                          Minister                                                                     y
                     Commanding                                           Honest                                      Non corrupt


                                             Confident    Effective
                                                                                   Knowledgeable

                                                     Efficient   Organized
And how we perceive, shapes our choice
This is actually anatomy!
That shapes our choice

                         EMOTIONAL
  RATIONAL
All perception is reality
In making a choice we always use our
perceived reality
Our perceived reality apparatus while making
a choice…
Our perceived reality apparatus while making
a choice works as follows…

     “We don’t trust what Ads tell us”
Our perceived reality apparatus while making
a choice works as follows…

     “We don’t trust what Ads tell us”
     “We might trust what our friends tell us”
Our perceived reality apparatus while making
a choice works as follows…

     “We don’t trust what Ads tell us”
     “We might trust what our friends tell us”

     “We most likely trust what someone like us tell us”
Our perceived reality apparatus while making
a choice works as follows…

     “We don’t trust what Ads tell us”
     “We might trust what our friends tell us”

     “We most likely trust what someone like us tell us”
     “BUT we will always trust what we tell ourselves”
Our perceived reality apparatus while making
a choice works as follows…

     “We don’t trust what Ads tell us”
     “We might trust what our friends tell us”

     “We most likely trust what someone like us tell us”

     “BUT we will always trust what
     we tell ourselves”
So how do we tell something that they
tell themselves?
So how do we tell something that they
tell themselves?




   The Youth
So how do we tell something that they
tell themselves?




   The Youth      The Farmer
So how do we tell something that they
tell themselves?




   The Youth      The Farmer   The Senior Citizen
And others…
1. We first start with a good product…..
1. We first start with a good product…..

2. Then power it with great marketing
So, To begin with we need a good product
Not that we had too much of a choice….
Brain scans confirmed that people don't just think
that the more expensive iPhone compared to
cheaper clones worked better
It actually did work better…
Good marketing will kill a bad product faster…
Hence you need a good product to begin with.
But in a hyper connected world, where consumers
are exposed to 5219 brand exposures every day,
ONLY a few win.
Because, marketing is complicated these days
Brands continue to use traditional and reminder
media to generate action.




                       Brand Marketing

        Stimulus
                                                  Desired Action

                   Traditional + Reminder Media




                       ATL + BTL
But it results ONLY in interaction and not the desired
action.




        Stimulus        Interaction
Between stimulus and desired action lies interaction




        Stimulus       Interaction    Desired Action
The challenge is to drive interaction to desired
action.




        Stimulus        Interaction     Desired Action
Customer Value Maximization helps you overcome
this challenge




       Stimulus      Interaction   Desired Action
   So what’s this
 winning marketing
 formula? How did
Modi make this last
mile connection with
  the electorate?
How did Modi convert
    ‘Brand Modi’
   interactions to
   desired action
      (Votes)?
Using Customer Value
    Maximization
  But how does
 Customer Value
Maximization work?
“Customer Value Maximization combines
Communication with Analytics and Technology
that converts marketing stimulus to desired
outcomes.”
All of us knew about these people
But we couldn’t place our faith in them!
Both did conventional brand marketing…
BUT couldn’t influence the majority of us
And this is what
 happens to all
brands today…
  Because we don’t trust
   what Ads tell us, and
   might trust what our
   friends tell us, most
likely trust what someone
    like us tell us, BUT
 always trust what we tell
        ourselves…
Modi delivered us a
      story…
    A story that
resonated…. and a
story we embraced
and told ourselves
And a story they told themselves




   The Youth      The Farmer   The Senior Citizens
“The average voter was aware of the choices due to
branding, PR, and advertising by the Politician,
media proliferation or self initiated discovery…”




      STIMULUS

                 Traditional + Reminder Media




                     ATL + BTL
 But people
choose Modi
Because he used Customer Value Maximization to
influence interactions to actions




       Stimulus     Interaction   Desired Action
  But what
  happens
  between
interactions
and actions?
Customer Value Maximization Zone




                                              Community
                 Communication                               Technologies
                 Relevant brand                            Management of all
                 communication at                          interactions using
                 every customer                            relevant marketing
                 interaction                               technologies




   INTERACTION                                                                  DESIRED ACTION
                                        Analytics
                                    Track, measure,
                                    analyze and predict
                                    customer actions and
                                    behavior
Customer Value Maximization uses
communication, analytics and technology to
convert interactions to desired action.




                                               Community
                  Communication                               Technologies
                  Relevant brand                            Management of all
                  communication at                          interactions using
                  every customer                            relevant marketing
                  interaction                               technologies




    INTERACTION                                                                  DESIRED ACTION
                                         Analytics
                                     Track, measure,
                                     analyze and predict
                                     customer actions and
                                     behavior
Communication – Its not about what you say,
its about what others get from it
Communication aspects

 SOLUTION                                      ASPECTS

 1. Communication that is situational driven   1. Identity
    by need and addresses the sensibilties
    of each personality.                       2. Context

 2. Ask yourself “what’s in it for the
                                               3. Personalization
    customer to give me his media-time?”       4. Experience
 3. How can I make it more relevant and        5. Usability
    interesting?
                                               6. Media
Let’s take Shilpa Shetty. Her acting career was
irrelevant. She was irrelevant. What made her
famous was her story, about fighting against
racism on global TV.
There are a lot good actors out there. But there
aren’t a lot of good stories.
"Like Shilpa Shetty, Narendra Modi had a good
story… in fact a lot of good stories"
Context sensitive speeches rousing the sentiment
of the local people identified him as one of The
Farmer
Immersive, 360 degree public engagements; From
over the top stage productions, to humbling
stories of Modi’s dedication and everything in
between; a ‘Modi’ experience was available to
everyone
The BJP ‘Lotus’ symbol, chants like “Chai pe
Charcha” and “Ab ki Baar, Modi Sarkar”,
established brand ‘Modi’
Sites extolling his virtues and successes
were launched and Modi’s perceived
accessibility made him the subject of various
social communications
From TVCs to radio and print, from digital to
merchandising and beyond, Modi was on the
screens and minds of everyone…
What do you
 see in the
   above
  image?
  A loving
couple with a
man holding a
woman from
  behind?
Oh. But did
you see the
 dolphins?
  What
dolphins?
It’s all about what the brain is ‘primed’ to notice. If
you know how to see a certain pattern, you’re
more likely to see that pattern.
People chose to ignore the fact that Tamil Nadu
had better progress statistics than Gujarat
Modi effectively used the content variety be it own
produced content, community generated content
or political opponent generated content




   “Me on Me”             “Me on Him”              “Him on Him”
  (His achievements)   (Position on adversary)   (Offensive statements)
Analytics – Its about what’s working, what’s
not and what possibly will
Analytics aspects
 SOLUTION                                        ASPECTS
 1. Shift from campaign based, mass-
    communications to context sensitive and
                                                 1. Omni-channel data
    personalized messages:                       2. Segment reports
 2. Micro segmentation or even individual
    customers                                    3. Real time streams
 3. Build customer life-time communication       4. Predictive insights
    plans rather than campaigns
 4. For every of your current initiatives,
    validate how customers can “really” talk
    back (and who listens).
 5. Look at the explicit and implicit promises
    you make, and check whether they are
    kept.
Modi’s analytics team found these were not
sufficient and a multi-media campaign was
executed

 DIRECT SALES               ADVERTISING                REPUTATION
                                                      He is a
                                                                      Yes I
                                                       great
                                                                      agree.
                                                       PM




    I’m a great PM ...      I’m a great PM ...      He’s a *GREAT* PM !!




   Low trust conversion   Medium trust conversion       High trust conversion
Data from the past 6 elections and the party’s own
data were combined and segmented across
demographic and socio-economic levels across
400 constituencies for personalized targeting
Modi’s campaign was thus, able to target the youth
demographic that was estimated to be about 150
million
Real time monitoring and contextual advertising of
Modi’s prowess




                     Click here for jobs in Delhi
Real time monitoring and contextual advertising of
Modi’s prowess




                       Click here for jobs in Delhi


                There are no Jobs in Delhi.
                India deserves better. Vote for BJP
Technology – Its about reaching your customer at
a time she wants to listen you on a device she
prefers
Technology aspects
 SOLUTION                                    ASPECTS

 1. Shift from campaign based, mass -        1. Big data stack
    communication to context sensitive and
    personalized messages                    2. Real time technologies
 2. Change your budget and people            3. Multi-device / screen cast
    structure to accommodate this changed
    reality.
Data Analysis and Data Collection tools were
employed to collate trending social information for
instant trend identification.
Real time communication on channels such as
Twitter, Facebook and WhatsApp struck a chord
with youth influencers
Multi screen broadcast of rallies and speeches
across TV, web, mobile and even toll free phones
was a big hit.
The onus was to reach people, wherever they
were, via whatever medium they were comfortable
with
And the outcome…
 So this is
 Customer
   Value
Maximization!
 For a detailed
analysis, check
  this report
Acknowledgements
The author of this report is Srinivas Chari and the Solutions Team, Xerago.


Srini leads, manages client solutions and marketing at
Xerago
Ram manages client solutions at Xerago
Suraj handles the research and analysis at Xerago
Sashi manages marketing for Xerago



            Srini          Sashi         Ram            Suraj
Grateful thanks to the following for visual and data source
•   http://techhoot.com/narendra-modi-elected-prime-minister-worlds-largest-democracy/
•   http://event.utimes.ru/news/242
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•   http://hdwallpaperes.com/phototag/fund/
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•   http://www.bhaskar.com/article/NAT-bjp-narendra-modi-in-lok-sabha-elections-news-in-hindi-4480387-NOR.html
•   http://www.niticentral.com/2013/09/15/glimpses-modi-arouses-haryana-faujis-overwhelmed-133203.html
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•   mindthis.ca

				
DOCUMENT INFO
Description: This is a blow by blow account of how Narendra Modi used new age marketing framework, Customer Value Maximization to win Indian Parliamentary Elections 2014.