marketing

What Engineers Think of Marketing : By Haptik

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What do you think would happen if Engineers were asked to run Marketing? We
decided to ask a bunch of them from three different companies, and they had
some absolutely hilarious things to say.

Engineers & Marketers have always been like the two sides of a coin;
integral to a company, but never really seem to understand what each other
has to do. They’d definitely not pass a chance of taking a shot at each
other.

So we thought why not ask some of the smartest people – Engineers, what
they really think of Marketing? And this is what they had to say.

Moral of the video – However Smart, You Need To Ask The Right

​Concept By: ​Haptik Marketing Team
Shot & Edited By: Eats, Shoots & Leaves Productions

DHL Yatcht Blueprint

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Brief: To find out the feasibility of yacht owners as a potential market base for DHL Import Express.

The Insight: Yacht owners are a picky lot when it comes to their yachts. And rightfully so. Luxury yachts are an expensive proposition. A yacht owner will procure only genuine parts for his prized possession as he just can’t take chances with anything else. Also, he will not trust a third party with this, as technical knowledge of yachts is still rare in the country. Now, importing individual parts regularly can get expensive. So, instead of incurring costs every time a part is needed, yacht owners buy spares in bulk and store them in warehouses for future use. While this may seem cheaper, they end up incurring warehousing costs in addition to the expense of spare parts on unknown future repairs.

The Idea: Acquire the trust of the yacht owner by surprising him with our knowledge of his yacht.

The Execution: A database of yacht owners which contained names as well as models of each owner’s yacht(s) was obtained. Yacht owners were then sent a docket shaped mailer with the name of their own yacht on the cover saying There’s someone who cares about as much as you do.” Inside was a detailed technical blueprint of his very own yacht with a personalised letter about how well DHL knew this particular model and how they could procure the right spares from anywhere in the world. This way, his yacht would stay perfect and he wouldn’t have to incur unnecessary expenses either.

Response: The mailing had an 80% response rate earning. That’s an ROI of 45% with a good 16 leads from the 20 mail outs. What’s more, this activity didn’t just bring in scope for future business; it opened up a whole new customer base for DHL’s Import Express service.

Advertising Agency: OgilvyOne Mumbai, India
Creative Director / Copywriter: Shahrukh Dandiwala
Art Director: Lishoy George
Additional credits: Gaurav Magotra, Abhishek Sharma, Nirmala D’Souza


KFC tlks 2 me – The power of language for today’s youth.

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Sanjeev Jasani, Vice President, OgilvyOne, New Delhi writes.

Words, words, words – the power of language is something we focus on with customers everyday, but nowhere can it have more impact than with teenagers and tweens. Harnessing the power of language for today’s multi-tasking, tech-savvy youth is the first step in effectively communicating and building loyalty among them.

To truly connect with kids – to form and keep a meaningful dialogue that will help win their hearts and minds – you must learn to have a conversation. On their terms. In their language. In fact, according to teen marketing experts “Teens identify best with someone who speaks their language, dresses like them and understands their human condition.”
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Digital and the power of the community

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Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.

Alcohol is a restricted category where advertising is not permitted. How do you then get consumers to sample single malt and then spread the word. How will the typical surrogate advertising model work here?

In a first of its kind event, over two hours across India, Canada, the US, Taiwan, Sweden, Denmark, Russia and Britain a quirky get-together was held. Whiskey experts, bloggers all, were on twitter for a single malt nosing and tasting session to choose a ‘special 2010 edition’ single malt. Virtual tasting? Not quite.

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Cisco – Welcome to the Human Network.

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Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.

What is www.myhumannetwork.com?

We often come across groups of people who selflessly go about doing their own bit for the society. As a result they inspire hundreds to come forward and join them in this remarkable movement. At Cisco, we call this the power of the Human Network.

We wanted to build a social platform for these Champions. A platform which allows individuals and organizations, championing causes to locate like-minded individuals, group, network, collaborate and if possible replicate a social experiment in a different geographical zone. In the bargain, we wanted to drive brand relevance as well in the mind of our consumers.

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Setting your social media strategy

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Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.

A lot of my clients have been recently talking to me about Social Media Strategy and it’s the most talked about topic over the last one year. Here is a very interesting video that walks you through the entire journey of setting up a social media strategy. It’s interesting and uses real life examples.
In future, I’ll try and post some more specific examples of Social Media Strategy that we have successfully implemented for some of our clients.
Watch this space closely and till then enjoy the video.

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Yahoo! Relaunch in India

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Continuing with our series on Digital Marketing with Sanjeev Jasani, VP, Ogilvy One, New Delhi

The digital market has almost exploded in India. Millions of choices exist for consumers today and the average youth practically lives online. Companies like Google, Twitter and of course our favorite Facebook has changed the way we consumer media today. Social is the new Buzz word today.
Some figures relevant from India’s point of view: Google receives over 85% search queries out of all search queries, avg. no. of people spend over 400 mins on Google’s network, people spend an average of 4 hrs. a week on facebook and over 0.5 million people are accessing facebook on their mobiles. These could be surprising and shocking figures for any online brand, particularly Yahoo! which started loosing its market to these brands despite having the first mover advantage in India.

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