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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.
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 • http://www.hdwallshub.com/politicians/narendra-modi-hd • http://hdwallpaperes.com/phototag/fund/ • http://namowalls.blogspot.in/2014/01/narendra-modi-hd-wallpapers.html • 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 • http://www.theunrealtimes.com/2014/02/25/narendra-modi-ropes-in-kamal-haasan-to-conceive-new-looks-for-future-rallies/ • http://narendramodi-primeminister.blogspot.in/ • http://doves.edu.in/?cat=4 • http://mehtaworld.wordpress.com/2014/03/30/three-shades-of-grey/ • http://eldia.com.do/apple-sacara-un-iphone-con-la-pantalla-curva/ • http://applekzn.com/catalogue/apple-iphone-5s-16gb-silver_81/ • http://networkplay.in/solutions/brand/ • http://funny-pictures.picphotos.net/arvind-kejriwal-aam-aadmi-party-leader-arvind-kejriwal-hd/ • http://www.nydailynews.com/news/photos-day-world-july-3-gallery-1.1389468?pmSlide=4 • shahlabandari.wordpress.com • ibnlive.in.com • volunteer.india272.com • http://www.niticentral.com/2014/05/15/rise-of-narendra-modi-good-news-for-meritocracy-223843.html • www.bjpgujarat.org • http://www.india272.com/narendra-modi/ • http://www.thenamostore.com/ • vidasana.com.sv • http://gurukripa.wordpress.com/2008/09/02/guruji-and-youth/ • www.veooz.com • www.india272.com • http://www.thenamostore.com/ • www.india272.com • http://newseastwest.com/the-abcs-of-modi-raj/ • http://www.youtube.com/watch?v=dPWEqgpa6d4 • www.bjp.org • https://blogs.wsj.com/indiarealtime/tag/bjp/ • davidparker9.wordpress.com • http://articles.economictimes.indiatimes.com/2012-12-20/news/35933818_1_congress-in-himachal-pradesh-saffron-party-keshubhai-patel • http://www.dnaindia.com/india/slideshow-narendra-modi-flaunts-his-kite-flying-skills-at-the-international-kite-festival-in-ahmedabad-1949715 • http://www.truthofgujarat.com/prajatantra-vs-rajashahi-arvind-kejriwal-vs-narendra-modi/ • http://www.stockpicturesforeveryone.com/2013/06/old-rural-indian-men-portraits-and.html • www.rolibooks.com • indiancag.org • donate.bjp.org • tech.firstpost.com • http://newseastwest.com/the-abcs-of-modi-raj/ • www.projectchallenge.com • blog.kissmetrics.com • baileymunson.wordpress.com • www.psa.ac.uk • www.eyeofsiva.com • www.cedarcone.com • article.wn.com • http://states-of-india.findthebest.com/compare/7-24/Gujarat-vs-Tamil-Nadu • mindthis.ca
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