Strategic Samosa. The basics of account planning.

The most common thing in any account planning is to talk to the consumer. But account planner has to actually talk with two set of people, one is the consumers and the other which is the client. 


Consumer:

To the consumer he has to find there hidden motivation and aspirations and figure out a way in a most genienue manner of improving their lives. This is not to sell the brand or arm twist the consumer to believe in the brand. You need to understand what the people want, what they need and what are there values.The concern for the consumer has to be genueine. You have to really think for them. And when you do manage to really think for them, you can connect with them better. This is a lot of hard work.

Client:

As for the client, the account planner also needs to understand him and his requirements. But while he does so he needs to understand the business of the client as well. In some words, the planer needs to be logical as well as emotional. For the client you need to present this desire which the consumer has not as a business speak but as a good old story. You need to  convey him on why a certain communication will work with the consumer and in which tone and manner.

Performance guideline

"Ultimately every performance for an audience is made with a intention that the audience should like it. If an audience does not like a performance, then the performance is not a good public performance".

This was said by I.

However I know that there are people who will disagree. 

Imagine a test Match (Cricket) where a batsman bats all day in a painfully slow manner - which bores the crowd to death, but ensures his team has a good score on board and hence a good chance to win.

I have to agree that its not just the masses who can judge a good performance. If that is the case everything will be a herd mentality and originality/creativity will be lost.

For every Dabaang, or Ready is not the best film made but it works. Then there are films like Laashak which critics love but it is not a hit.

The revised statement here is thus that "while a performer is free to perform the way he/she wants, the ultimate aim of the performance is to win (game / critics approval) in the bigger picture and also gain popularity of the masses (if possible) while doing do. 

This conversation would not have been possible with out the fabulous Veena performance I heard one night (sarcastic) which was so note worthy (that it actually played one note for two hours), that it  made me go to sleep. May be that raaga was Raaga nirdra.

That apart I feel that every performer can perform the way he/she likes in private. But in a public performance, it is a public performance - shouldn't they like it.

Strategic Samosa : Client Servicing Basics.

Note: The Contents of this post belong to the author. Which in this case is not me. But they are so good, that I am sharing this in this. Thanks Rajesh for sharing this.


Client Servicing is all about

Business Orientation

Relationship Orientation

Idea Orientation

Solution Orientation

and Knowledge Orientation.
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Business Orientation

How will I increase it.

How can I bring in more business.

Is my communication giving results for the client

You need to understand what the client does.
 You need to understand the clients problem.

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Delegation.

Discuss.

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Respect & Love

Clients & Internal

Respect yourself

Work

The person at the other end of the table

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Humility

Talk to the people and not designations

Civility

Be polite at all times

Irrespective of the circumstances

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Integrity

Be true to your word

Apologize when you are not

If it is confidential, keep it that way.

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Candor

Speak your mind

Say no when you have to

Say yes when you can

Collaboration

Listen

Value your clients inputs

The idea is to create great work together with your clients

Generosity

Give a little

Don’t be afraid

Most relationships are built on generosity

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Etiquette

Be on time

Look like someone can Trust you with their money

Respond to phone calls emails and messages.

Detail

Check it well. Look for the blind spot.

If there is anything wrong with it, don’t send it.

Paperwork

Minutes Emails Estimates

Keep it short. Keep it clear.

Get the Grammer Right.

Make sure the essentials are down on the paper.

Get names and designations right.

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Idea Orientation

Inspire

Connect the dots

In all aspects

Ideas

Have an Idea. Share it.

Then have another one. And another one

Thoughts

Write Briefs

Its makes a difference

On every Job

Do Brief

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Courage

Take a stand

Packaging

Use all the passion you have and sell great ideas

Nobody knows what is in your head.

Its what you say and how you say it that counts.

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Passion

A great idea is better than a good idea.

A great execution is better than a good execution.

Champion the great Vs Good.

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Persuasion.

This is the business you are in.

If you cant sell the idea, you cant sell the product.

Write to persuade. Speak to persuade. Present to persuade.

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Space.

Space for thought. Ask for it.

Space for execution. Ask again and again.

Demonstrate the difference  space makes.

Create / sell/ Deliver.

Solution Orientation

Confidence of entrusting problems

Think beyond

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Perspective

Have a point of view

On the exact nature of the business problem

And on the most effective communication solutions

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Conviction

Be clear what needs to be done

Independence

Nobody wants to be your boss.

Everyone loves people “ in control”

Know your limitations

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Knowledge orientation

Client

Culture

Customer

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Curiosity

Media Ignography

You need to understand cultural references

Curiosity

Ask. Seek. Look. See. Touch.

Feel discover and experience

Only questions can lead to answers

Blink -

Book Review: What I learnt in Blink.

We think out in stress situations and take decisions quickly, we use out instinct, our gut feeling and that takes care of multiple of situations and creates opportunities for us to expand our decision making in the right direction. We have no logic for it. No explanation for it. But we just know it.  And we are correct in our instincts.

But we can go wrong. We can fall for our biases. So while we take care of decisions biases are to be watched.

You take Blink decisions when you have too much information. Too much critical inputs coming in. You need experience for this. You need practice for this and you need teamwork for this.

You take normal thought out decisions when you have a single judgement to make. You think it over and weigh the pros and cons.

Sounds contradictory. But it does work.

The Ogilvy Way - Part II

People who think well, write well.

Good Writing is not a natural gift. You have to learn to write well.

Here are 10 hints.

1) Read Writing that works, Harper & Row, 1981.

2) Write the way you talk. Naturally.

3) Use short words, short sentences and short Paragraphs.

4) Never use jargon words.

5) Never write anything for more than two pages.

6) Check your quotations.

7) Never send a memo or a letter on the day you write it. Read it aloud the next morning and edit it.

8) Take a feedback.

9) Be clear yourself what you want from the receiver when you send him something in written.

10) If you want ACTION, dont Write it. Go tell the guy what you want.

By Ninad Tatke.

Ogilvy way- Part 1.

How to Craft messages that sell.

 Product /Service is ready for distribution. How to sell it.


1. Humour. _ If it can be said in a funny way, lighter tone. Do It. Recall will be high. Just make sure that Brand name is prominent in the message.

2. Slice of life. - Oldest way and yet its never ending.

3. Testimonials. (non celebrity) - Believable especially done through social media now a days.

3.a) Celebrity. -  Well it still works but its not very productive now.

4. Demonstrations - Seeing is believing.

5. Problem solution - Here is your problem, therefore here is your solution.

6. Talking heads (features of the product) - It may seem boring but its the only way to showcase the attributes for a high involvement purchase.

7 Character (Mascot) - Its the clown. Oh that means Mcdonalds... this method works well with time.

8 Reason Why- One reason to buy X over Y. It can be rational or emotional.

9 News - A new way to use a (old) product.

10 Emotion - A good method, but dont attempt emotion unless you can deliver it.

11 Cartoons- They work well for kids. Can also work for adults. (Need good content) - Example Amaron batteries.

12 Show the package - Ofcourse if you are selling something tangible, show it. If it is intangible, illustrate its benefit.
13. Music- sing it - If you have nothing new to say, hammering through a jingle is a good way as people retain music. ie. Nirma, Lifebouy, Mutoot Gold finance,
14. sound effect - It breaks the clutter. ie. Tide deterdent bar.

By - Ninad Tatke.

Strategem Samosa: Strategy Basics part 2

We know that Strategic planning is required in any field. But what are the basics of a strategy.

Defining Strategy -

Strategy is direction or scope  of an organization over the long term which achieves advantage for the organization through its configuration of resources within a challenging environment to meet the needs of the markets and fulfill stake holders expectations.

Direction - Where is the business trying to get in the long term

Scope - Which markets should the business compete in. What activities can be done in those markets.

Advantage -  How can the business perform better than the competitors in those markets.

Resources - What are the skills, finances, contacts, technical competencies required to compete.

Environment-  What are the external factors affecting the business ability

Stakeholders - What are the values and expectations of those who are in or around the business.


Lets keep Chiwda as the product and the objective is to launch it in multiplexes.

Lets break it into 10 easy steps.

1. Setting Direction.

What do we want to achieve in the mindset of the consumers in terms of Chiwda is important here. Its not enough to say that we want to sell Chiwda. You got to clear on what you are communicating to the senses (emotion wise ) and(logic wise).

Chiwda emotional : Desi Chat /snack. Popcorn (Angrezi)

or

Chiwda logical : Popcorn outside Rs.15 vs inside Rs.70  - Chiwda outside Rs. 30 vs Chiwda Inside Rs. 50.

2. Concentrating Resources
Multitasking is good, but real work happens with focused behaviour. This needs to be planned and executed.

3. Maintaining Consistency
Everything needs to be measured. If it is found that consistency has dropped, the reasons for that in execution needs to be found and corrected. usually though not always, execution fails because people dont share the common vision.

4. Retaining Flexibility

Its good to have a plan. But flexibility to the environment is crucial. Suppose the people communicate to you that Chiwda is oily, or fattening, you have to have alternatives.

5. Setting and Executing Tasks


6. Options

7. Actions

8. Monitoring and Control

9. Monitor and modify
The difference between point 8 and this is that you change the parameters.

10. Long term is Strategy (War) and Short Term are the tactics. (Battle).

Have both short term and long term plans and execute them with due modifications.


Do comment on this post and share any experiences you had at Strategy.

(The frame work for the definition was from tutor2u.net)

By Ninad Tatke.

Strategem Samosa: Basics of Strategy part 1.

We know that Strategic planning is required in any field. But what are the basics of a strategy.

Defining Strategy -

Strategy is direction or scope  of an organization over the long term which achieves advantage for the organization through its configuration of resources within a challenging environment to meet the needs of the markets and fulfill stake holders expectations.

Direction - Where is the business trying to get in the long term

Scope - Which markets should the business compete in. What activities can be done in those markets.

Advantage -  How can the business perform better than the competitors in those markets.

Resources - What are the skills, finances, contacts, technical competencies required to compete.

Environment-  What are the external factors affecting the business ability

Stakeholders - What are the values and expectations of those who are in or around the business.


Lets keep Chiwda as the product and the objective is to launch it in multiplexes.

Lets break it into 10 easy steps.

1. Setting Direction.

2. Concentrating Resources

3. Maintaining Consistency

4. Retaining Flexibility

5. Setting and Executing Tasks

6. Options

7. Actions

8. Monitoring and Control

9. Monitor and modify

10. Long term is Strategy (War) and Short Term are the tactics. (Battle).


Ok. I agree that these are not 10 easy steps but 10 crucial steps of strategy.

I will elaborate on them in part 2.

Do comment on this post.

(The frame work for the definition was from tutor2u.net)

By Ninad Tatke.

Size zero santa

Santa Claus was greatly disturbed. Everyone was getting fitter and younger. Chubby was out, lean mean and thin was in. What could a Santa do then.

He called everyone he knew, all elves, and even Fred his brother. Fred told him, "See Nicolas the thing is that you find it hard each year to keep your schedule as you are fat. Many kids dont get their gifts and are disappointed."

Nicolas aka Santa " But Chirtmas is about Jesus. Its not about gifts."

Fred "Yeah and Football is about kicking the ball and not about winning right! come on grow up Nicolas"

Nicolas " So what should I do"

Fred "Lets have a 30 day programme to get you fit. It would increase your popularity and make you more effective. More children will get gifts and there will be more love in the world"

Ok.

So Fred Supervised Santas work outs. Santa ran, Santa hit the gym, Santa ate oats for breakfast and the result.

Santa was thin.

So what happened next.

Well Christmas came and Kids got their gifts and a few naughty ones who stood wake up late caught a glimpse of Santa.

They were  kids who were disappointed when Santa did not touch milk and cookies.

And the love. The more kids got love (gifts) but that was not enough to have real love. Who cared for chirstmas. As Santa sat with charts and figures (yeah Santa does a nice Power point later) later he wondered if his make over did anything good.

And he realized that goodness or values cant be forced like outwardly things like fitness or image. It has to be from within. And that is when Santa decided to work on how to make himself more relevant. He was already thin. This made him look and even think like a young person. (Never ask Santa his age!)

So Santa decided to work for people through out the year. Help them out as a stranger. Be a angel to a person in need. He did it in many countries.

Eventually he no longer went around as Santa on Christmas. People still remembered him though and kids still got gifts (from their parents ) but still they credited Santa.

When some one says that Santa doesn't exist. That someone is wrong. Santa is the stranger who helps you unexpectedly many times over in life. Remember that and Merry Christmas.

By Ninad Tatke.