- Focus on the why: Best thing to start with, is to ask yourself this question and ensure your writing follows the answers you give yourself.
- Have one central idea: Makes your content more focused, hence almost always more relevant. Added benefits on searchability (if that's even a word)
- Moral of the story first: Yup, it's the digital world - bottom line's found a new position.
- Be genuine: Puhleeeze dont hardsell what you do, write content to share your experiences / best known methods. Respect the reader's need / time - be respected for what you do.
- Write engaging content: It doesnt get more cliche than this, but simple, crisp writing with appropriate examples is a good way to start. (this topic deserves a dedicated post by itself)
Monday, February 25, 2013
Five tips for writing kick ass marketing content
Thursday, February 21, 2013
11 tips on working effectively with Marketing Agencies (Advertising, PR, Events and Design Agencies)
Here's my take on how to work effectively with outsourced marketing partners
- Be clear, yourself - why are you doing what you're doing
- Vet your partner thoroughly. Once chosen, respect them for the value they bring
- Involve them in the thinking process - gives a sense of ownership
- Support them in understanding your business – budget for required time; resources
- Crystal clear brief - devil's in the details; overview, target audience, key messages, promise, value prop, competitive landscape,
- Foster an open and mature sharing environment based on reasoning; acknowledge / appreciate the positives;
- Give them the space to breathe, yet stay on top - walk in their shoes and understand/address issues;
- Monitor progress - milestone based dashboard is a good starting point
- Right set expectations - iterations; course corrections; decsion making unit
- Post-delivery review – present your criticism here; be open to theirs too
- Ensure satisfactory project delivery is two-sided; Close the loop with the payments as committed
Monday, July 16, 2012
Nitrogen in car tyres
I've been evaluating moving to using Nitrogen my diesel swift's tyres. Even if the benefits of using it are greatly debated, the moral of the story is that does no harm, so i am going ahead!
Excerpts of a couple of threads on sites i found interesting are as below:
Purified nitrogen is more stable and less corrosive than a compressed version of the air we breathe. By its lonesome, nitrogen clumps in large molecules. Even better, it's not oxygen, which is the root of oxidation, which eats rubber just like steel, just not as dramatically or visibly.
About Nitrogen:
•Nitrogen is an almost inert gas. Nitrogen does not react easily with other elements.
•For the same volume, pure N2 will be lighter than air.
About Nitrogen in tyres:
•N2 has been in use of racing cars for quite some time.
•The N2 gas is less resistant to heating and when it heats, it will expand uniformly, unlike air which when heated, its individual constituents expand as per their properties.
•Water Vapour is a killer in tyres of fast cars.
•The N2 filled tyre gives a smoother ride, uniform tread, better grip and better handling, especially at high speeds.
•N2 will not react with rubber whereas Oxygen at high pressure and high temperature becomes very reactive and will degrade rubber.
•Water vapour will also corrode tyre rubber.
•The N2 gas is less permeable and is retained in the tyre for a longer time. This means less visits to the pump.
•Many petrol stations have started offering N2 filling and they claim all of the above plus that your kms per litre will increase.
What is the procedure/cost?
•If you wish to replace air with N2 in your car tyres, you will have to visit one of such filling stations.
•The ideal way is deflate the tyre completely, fill with N2, defalte it again and then refill with N2.
•Note that the N2 reservoir is not 100% N2. It is more like 95%. The above procedure will achieve about 90~93% N2 in the tyre (but many stations do the procedure only once resulting in only 85~88% N2 in the tyre).
•Stations are known to charge Rs. 200/- for the first fill (all tyres)and Rs. 20/- per top-up (all tyres). At least that is what I paid/am paying.
Is it worth it?
•I have been riding on N2 filled tyres in my Santro for the last 7/8 months. The Santro tyres are not tubeless and as you are aware that tubed tyres require pressure check at least every 15 days.
•I have topped up only twice in the last eight months. A top up is due next month.
•Ride quality does seem to be better.
•I cannot honestly claim better fuel average. If at all, it may have increased marginally by 0.5 km/litre and this may be because tyres have optimum pressure most of the times.
•The intial cost is high.
•The cost seems to be high for top up also. But even though air is free at pumps, I usually tip the guy some Rs. 5/- every time. Assuming that I filled air six times in three months, and tipped four times, the cost to me is the same.
•But air is 78% N2 anyway. If you are mostly riding in the city, there is not much advantage.
(Source: http://www.indiabroadband.net/cars-india/19615-debate-nitrogen-really-useful-tyres.html)
Other links that are interesting on the topic of Whether Nitrogen is good for using in the car tyres or not:
http://www.thetruthaboutcars.com/2007/10/the-truth-about-filling-your-tires-with-nitrogen/
http://www.popularmechanics.com/cars/how-to/repair-questions/4302788
http://www.tyresave.co.uk/nitrogen.html
Excerpts of a couple of threads on sites i found interesting are as below:
Purified nitrogen is more stable and less corrosive than a compressed version of the air we breathe. By its lonesome, nitrogen clumps in large molecules. Even better, it's not oxygen, which is the root of oxidation, which eats rubber just like steel, just not as dramatically or visibly.
About Nitrogen:
•Nitrogen is an almost inert gas. Nitrogen does not react easily with other elements.
•For the same volume, pure N2 will be lighter than air.
About Nitrogen in tyres:
•N2 has been in use of racing cars for quite some time.
•The N2 gas is less resistant to heating and when it heats, it will expand uniformly, unlike air which when heated, its individual constituents expand as per their properties.
•Water Vapour is a killer in tyres of fast cars.
•The N2 filled tyre gives a smoother ride, uniform tread, better grip and better handling, especially at high speeds.
•N2 will not react with rubber whereas Oxygen at high pressure and high temperature becomes very reactive and will degrade rubber.
•Water vapour will also corrode tyre rubber.
•The N2 gas is less permeable and is retained in the tyre for a longer time. This means less visits to the pump.
•Many petrol stations have started offering N2 filling and they claim all of the above plus that your kms per litre will increase.
What is the procedure/cost?
•If you wish to replace air with N2 in your car tyres, you will have to visit one of such filling stations.
•The ideal way is deflate the tyre completely, fill with N2, defalte it again and then refill with N2.
•Note that the N2 reservoir is not 100% N2. It is more like 95%. The above procedure will achieve about 90~93% N2 in the tyre (but many stations do the procedure only once resulting in only 85~88% N2 in the tyre).
•Stations are known to charge Rs. 200/- for the first fill (all tyres)and Rs. 20/- per top-up (all tyres). At least that is what I paid/am paying.
Is it worth it?
•I have been riding on N2 filled tyres in my Santro for the last 7/8 months. The Santro tyres are not tubeless and as you are aware that tubed tyres require pressure check at least every 15 days.
•I have topped up only twice in the last eight months. A top up is due next month.
•Ride quality does seem to be better.
•I cannot honestly claim better fuel average. If at all, it may have increased marginally by 0.5 km/litre and this may be because tyres have optimum pressure most of the times.
•The intial cost is high.
•The cost seems to be high for top up also. But even though air is free at pumps, I usually tip the guy some Rs. 5/- every time. Assuming that I filled air six times in three months, and tipped four times, the cost to me is the same.
•But air is 78% N2 anyway. If you are mostly riding in the city, there is not much advantage.
(Source: http://www.indiabroadband.net/cars-india/19615-debate-nitrogen-really-useful-tyres.html)
Other links that are interesting on the topic of Whether Nitrogen is good for using in the car tyres or not:
http://www.thetruthaboutcars.com/2007/10/the-truth-about-filling-your-tires-with-nitrogen/
http://www.popularmechanics.com/cars/how-to/repair-questions/4302788
http://www.tyresave.co.uk/nitrogen.html
Thursday, July 12, 2012
Do-it-yourself SEO
About a year ago, I actually got into making our official website. Below is a list of seo tips and tricks that worked for me. This by no means is complete and exhaustive, however, should serve as a great start for anyone looking to make seo work for them without hirirng and external seo consultant.
- Domain: If the domain name that you choose has presence of your key word, It helps a lot in contributing to your SEO
- Review: Review your current standing on search results
- Register and claim your website on Google Webmaster Tools and Google Analytics
- Page Title: Give every page a seperate Page Title and an H1 tag. Include your keyword in the title tag, if possible.
- Meta Tags: Wikipedia has this to say about meta tags: "Meta elements are HTML or XHTML elements used to provide structured metadata about a Web page". These links should help get clarity http://en.wikipedia.org/wiki/Meta_tags ; http://www.w3schools.com/tags/tag_meta.asp
- Site Navigation: Ensure the navigation across all pages has a logical flow to it. Also ensure the home page links to all or as many as pages as possible and all the pages link back to the home page and as many other pages.
- Content: Nothing works better than actually having quality / relevant content
- New Content: Frequently updated sites tend to get a higher results
- Keywords: Research them well. Compare with others on their usage. Remember, you know your business best, no external agency can know this better than you.
- Keyword Density: Frequency of your keyword helps.
- Keyword Presence: Put your keywords into high-value elements (h1-h4, img alt text, ul’s, dl’s)
- Cross Linking: Cross link content on your website.
- Link Back: Link back your orignal content to your website.
- External Links: Get links from other good / established websites.
- Sitemap: Create and Submit a sitemap. Submission can be done using Google Webmaster Tools
- URLs: Try and optimize your URLs to include the intended key words
- Tweak: Use tools like the webmaster tools / google analytics to constantly monitor and tweak.
Tuesday, July 3, 2012
Budget homestay at Sakleshpur
As with most of our plans, last week we suddenly decided to take the weekend off. We chose Sakleshpur for reasons like the destination is still not extremely popular hence not crowded with tourists, distance is 235kms hence the drive for a weekend getaway is just right, if we felt like it - there's enough places to visit in close proximity - sravanabelgola, belur, halebid, etc,.
We stayed at this rather simple homestay called Makkithitta, run by a couple who mostly speak Kanada. The property is located within their coffee estate and is situated at almost the the base of the hill. Quite obviously it is sourrounded by small hils on almost all sides. The view you get from the property is mostly of their own paddy fields (which you can take a walk thru at is less than 5 mins away) surrounded by smaller hills that's largely uncultivated Government land.The timing of our visit was perfect as the monsoons have just begun and the rains though present are not overly dominating. From what i hear, Sakleshpur stays lush green throughout the year.
Even though the host, Mr. Tejpal, comes off as the fairly agressive type initially, he's straightforward and very kind. For me, the best part about this place was home cooked vegetarian meals they served us. Malnad style kadbu, neer dosas, variety of akki roti, sambar, rasam, pulao, khichdi, et. al. They by choice are vegetarians but can arrange for non-veg food from outside should you want it. Special apprecaition for their hospitality.
Getting there:
The property is about 20kms from Sakleshpur town towards Mudigere, the closest village is called Hanbal and is about 4kms drive on a mud road from Hanbal. The owners will be happy to help with directions but the highlights of the same are as below:
From Bangalore - just before reaching Hassan, take the bypass to Sakleshpur. Cross thru town till you cross a bridge, jsut after the bridge you'll see the old bus stand. Continue further for a little more than 1km and you'll see the new bus stand on your right. Continue straight on this road for a little under 3km, you'll find a small right hand turning, around here is the Anemal Bus Stop, take the right turn - this road takes you to Hanbal. Upon reaching Hanbal, you'll see a Karnataka Bank on your RHS, take the right turn after and the first left, you'll see small signboards leading to this place.
Budget: Rs. 2000 per person for 2days and 1 night - Meals starting with Lunch and ending with snacks the next evening, Unlimited Tea/Coffee requests entertained. :)
Contact details: Tejpal - 94483 18277 / Saroja - 93794 11741
>>
Other places to stay / homestays that i called in Sakleshpur are listed below:
1. Mugilu - 98454 51055 (This place came highly recommended by a friend)
2. Swarga - Chirag Shambu - 94480 54505 - Rs. 2250 per person per day
3. Imperial - 98806 68316 (This was the only place where they charged as per room rates not per person.
Sunday, January 29, 2012
Times of India vs The Hindu
For those of you who dont already know this, The Hindu has been the leading daily newspaper in Chennai for ages! Newspaper habits are amongst the most difficult to break and the ones who read The Hindu in chennai are probably the most difficult to reach in breaking this habit. The Hindu in Chennai is like cricket in India, it is a religion.
Times of India, India's most aggresive daily has been expanding rapidly. They took bangalore by storm when they launched here years ago. Deccan Herald, the leading daily in Bangalore then, didnt know what hit them.
In continuation of their expansion across the country, TOI launched their Chennai edition soemtime back. The only way they could do this successfully is to take Hindu head on. If there's anyone who can actually pull this off, it is TOI. They launched this ad recently to further that objective: http://www.youtube.com/watch?v=kxz4WvGG7uA
Quite appropriate and a nicely made ad, it shows the whole bunch of situations (read - local news items) that actually get covered in The Hindu (ideally, any daily newspaper -but not times. :) i'm also telling you this out of experience, Times doesnt cover all that unless you're willing to pay for it); these situations are actually shown in a rather dull and boring way, with a typical chennai reader, dressed in his white dhoti and white shirt with the newspaper in his hands, sleeping! They show a school cricket team winning its trophy with this reader in the shot, sleeping of course, a lifeless political rally with hordes of people looking one way and this same reader present there but looking the other way, sleeping, you get the drift right? The printing press with the background music of the typical south indian beat is a nice touch to add flavour to the caption of "Wake up to the Times of India". Overall, job well done.
Act II, Sceme I:
The response from The Hindu has been nothing short of phenomenal! They've launched a full frontal attack on the times of india, starting this set of ads, the first of which i saw on TV a few days ago:
http://www.youtube.com/watch?feature=endscreen&v=4Eb-waHx-00&NR=1
http://www.youtube.com/watch?v=xmXPBp7DpQw
http://www.youtube.com/watch?v=Ckzsh9SpUAQ
These ads are nothing short of brilliant, they hit times of india where it hurts most. All the points taken up in the ad are true, which means toi cannot even sue hindu for defamation (of course, i'm over exaggerating to drive home a point here). The ads show the typical "young" / "cool" / "smart" times of india reader (read - wannabe). The survey with fairly obvious questions like who is the vice president of the country? Who is ram's father in ramayan, etc couldnt have been chosen better to bring out the ignorance that all of us substitute today against substance. The questions on sensationalism and gossip + the ease with which the answers popped out hit the nail bang on the head. The final leading question of which newspaper do you read couldnt have been made any better by anyone in the world. 10/10 for the concept, messaging and execution! Brilliant ad and a fabulous response to counter times drive!
Act II, Scene II:
I was surprised enough that a fairly laid back The Hindu actually came out with a response campaign and a damn good one at that. What was even more shocking was it didnt stop there. I have heard versions of the ad on radio, i'm seeing versions of the ad in print and of course social media is abuzz with this topic right now! Here's some print ad samples:
The surprises dont stop here. Earlier in this post i called this a full frontal attack and i couldnt have meant it more. This fight that orignally started out for a share of readership in chennai, now is being taken to almost all cities where Hindu and TOI have presence! Not something you'd expect off Hindu, typically. Kudos guys! Dont know about what you think but for me this is a successful campaign. Mission accomplished!
Going by what i know of the times of india, i am so sure there's more to come and quite honestly, i'm actually looking forward to where this goes.
Times of India, India's most aggresive daily has been expanding rapidly. They took bangalore by storm when they launched here years ago. Deccan Herald, the leading daily in Bangalore then, didnt know what hit them.
In continuation of their expansion across the country, TOI launched their Chennai edition soemtime back. The only way they could do this successfully is to take Hindu head on. If there's anyone who can actually pull this off, it is TOI. They launched this ad recently to further that objective: http://www.youtube.com/watch?v=kxz4WvGG7uA
Quite appropriate and a nicely made ad, it shows the whole bunch of situations (read - local news items) that actually get covered in The Hindu (ideally, any daily newspaper -but not times. :) i'm also telling you this out of experience, Times doesnt cover all that unless you're willing to pay for it); these situations are actually shown in a rather dull and boring way, with a typical chennai reader, dressed in his white dhoti and white shirt with the newspaper in his hands, sleeping! They show a school cricket team winning its trophy with this reader in the shot, sleeping of course, a lifeless political rally with hordes of people looking one way and this same reader present there but looking the other way, sleeping, you get the drift right? The printing press with the background music of the typical south indian beat is a nice touch to add flavour to the caption of "Wake up to the Times of India". Overall, job well done.
Act II, Sceme I:
The response from The Hindu has been nothing short of phenomenal! They've launched a full frontal attack on the times of india, starting this set of ads, the first of which i saw on TV a few days ago:
http://www.youtube.com/watch?feature=endscreen&v=4Eb-waHx-00&NR=1
http://www.youtube.com/watch?v=xmXPBp7DpQw
http://www.youtube.com/watch?v=Ckzsh9SpUAQ
These ads are nothing short of brilliant, they hit times of india where it hurts most. All the points taken up in the ad are true, which means toi cannot even sue hindu for defamation (of course, i'm over exaggerating to drive home a point here). The ads show the typical "young" / "cool" / "smart" times of india reader (read - wannabe). The survey with fairly obvious questions like who is the vice president of the country? Who is ram's father in ramayan, etc couldnt have been chosen better to bring out the ignorance that all of us substitute today against substance. The questions on sensationalism and gossip + the ease with which the answers popped out hit the nail bang on the head. The final leading question of which newspaper do you read couldnt have been made any better by anyone in the world. 10/10 for the concept, messaging and execution! Brilliant ad and a fabulous response to counter times drive!
Act II, Scene II:
I was surprised enough that a fairly laid back The Hindu actually came out with a response campaign and a damn good one at that. What was even more shocking was it didnt stop there. I have heard versions of the ad on radio, i'm seeing versions of the ad in print and of course social media is abuzz with this topic right now! Here's some print ad samples:
Going by what i know of the times of india, i am so sure there's more to come and quite honestly, i'm actually looking forward to where this goes.
Monday, September 20, 2010
Blackberry Boys: Saying a lot without saying too much
If you've watched tv in the last few days, chances are that you have seen the 'blackberry boys' advertisement. Full credit to vodafone and their agency on this one. If you havent seen it yet, here goes http://www.youtube.com/watch?v=FPZH4OysGZI
The ad is well made technically and execution is simple yet powerful. For me this ad has a lot more than meets the eye, it re-defines the way in which business phones are currently positioned and marketed. Are the business phones really for the business users? Or is that why they are called 'smart phones'? Clearly today, the youth seem to have taken to the bb, and taken well.
About a year ago, i'd noticed that a whole lot of my friends moved to blackberry and these were the exact mix of people that the ad showed. From 40+ CEOs to 20 something coolios, from geeks and nerds to absolut party animals, men and women, boys and girls, everyone was switching and thankfully for blackberry, almost all of them continue to be the 'blackberry boys'.
I find the ad well made and some of what I can take from it is:
Do drop me a line and let me know what you think of it.
The ad is well made technically and execution is simple yet powerful. For me this ad has a lot more than meets the eye, it re-defines the way in which business phones are currently positioned and marketed. Are the business phones really for the business users? Or is that why they are called 'smart phones'? Clearly today, the youth seem to have taken to the bb, and taken well.
About a year ago, i'd noticed that a whole lot of my friends moved to blackberry and these were the exact mix of people that the ad showed. From 40+ CEOs to 20 something coolios, from geeks and nerds to absolut party animals, men and women, boys and girls, everyone was switching and thankfully for blackberry, almost all of them continue to be the 'blackberry boys'.
I find the ad well made and some of what I can take from it is:
- One clear message: 'Not just for the office guys'.
- Absolutely real: Real people, real situations.
- Breaks myths: Listen to the lyrics of the song
- Evokes emotions: Music is used very well here, catchy tune.
- Showcases benefits
- Testimonial driven: Clearly demonstrates user acceptance
Do drop me a line and let me know what you think of it.
Friday, September 3, 2010
Essentials of writing and marketing a whitepaper
Essentials of writing and marketing a whitepaper
Writing / planning a whitepaper? Here are some pointers to get you started:
1. Objective definition: It is critical to decide your strategy at the onset – Do you want this to be a sales-driven effort and a build a base of qualified leads? Or is this initiative a marketing effort intended to establish your authority, expertise and presence? (Push or pull approach?)
2. Content is king: Cliché but true! Whatever the approach, it is the quality of content that differentiates your white paper from another. Figure out what makes for educative / interesting read to your target audience. If you are addressing CIOs, technology based content is a bad idea. (Psst psst…most CIOs don’t read white papers coz we make them too tech heavy and CIOs have full fledged IT teams to evaluate technology). Try taking the business route. In fact, try taking a story that CIOs can then take back to their management. Ensuring great content however, is only the start and not a panacea.
3. Lengthy vs crisp - There’s no definitive formula: While I love keeping things crisp and find it creating a greater impact, I have to admit I’ve seen lengthy white papers working equally well. Of course, we’re still going by the premise of the content being really good. So, this may vary from topic to topic and clearly on the information needs of the defined target audience. This also leads to the next point.
4. Project value: ‘Value’ needs to be projected in every part of the whitepaper, whether short or long. This post could have been titled ‘5 essentials of a good whitepaper’ or could have been called ‘101 essentials of a good whitepaper’ and based on the audience needs I am targeting, I would expect good results in both cases.
5. Minimalize vendor pitch: Increasingly you’ll notice that whitepapers are becoming more about an organization and their specific solution set rather than a particular technology and how enterprise audiences can benefit from them. Even in cases where the objective is to build the sales leads, try subtlety for a change.
6. Define your target audience: Knowing your reader is as important as having good content. Almost everything else revolves around who this is being written for!
7. Integrate it with other initiatives: Like when launching a product, integration of its promotion with other marketing initiatives helps leverage the buzz created and generate higher acceptance levels. While you’re at it, try blogs as a tool too.
8. Use examples / instances, opinions - make it real
9. Standardized boilerplate: Try using and sharing your whitepaper with a standardized boilerplate that people can share the paper and help you go viral with.
10. Next step for the reader?: Clear definition on what you expect the reader to do after having gone through the whole ordeal will help you either plan in advance on what’s coming next or right set expectations
11. It’s NOT all about the money, honey: Puhleeeeze remember, not every download is going to be a sales ready lead. The whitepaper is a step in the right direction, the rest of the race still has to be run, by choice!
12. Try a new Look and Feel: If it doesn’t work at the first go, try giving it a new feel. We’ve all seen old wine in new bottle work too.
13. Refurbish – Reposition: If one messaging approach hasn’t worked, try newer, interesting and non intrusive methods of promoting it, even if it means a change in content approach.
14. Piggyback: This is where you hire the gartners and idcs of the world to do this for you. A great way for you to leverage their equity to promote your digital assets.
There's a lot more where this came from. I'd like to hear from you on your experiences as well.
Writing / planning a whitepaper? Here are some pointers to get you started:
1. Objective definition: It is critical to decide your strategy at the onset – Do you want this to be a sales-driven effort and a build a base of qualified leads? Or is this initiative a marketing effort intended to establish your authority, expertise and presence? (Push or pull approach?)
2. Content is king: Cliché but true! Whatever the approach, it is the quality of content that differentiates your white paper from another. Figure out what makes for educative / interesting read to your target audience. If you are addressing CIOs, technology based content is a bad idea. (Psst psst…most CIOs don’t read white papers coz we make them too tech heavy and CIOs have full fledged IT teams to evaluate technology). Try taking the business route. In fact, try taking a story that CIOs can then take back to their management. Ensuring great content however, is only the start and not a panacea.
3. Lengthy vs crisp - There’s no definitive formula: While I love keeping things crisp and find it creating a greater impact, I have to admit I’ve seen lengthy white papers working equally well. Of course, we’re still going by the premise of the content being really good. So, this may vary from topic to topic and clearly on the information needs of the defined target audience. This also leads to the next point.
4. Project value: ‘Value’ needs to be projected in every part of the whitepaper, whether short or long. This post could have been titled ‘5 essentials of a good whitepaper’ or could have been called ‘101 essentials of a good whitepaper’ and based on the audience needs I am targeting, I would expect good results in both cases.
5. Minimalize vendor pitch: Increasingly you’ll notice that whitepapers are becoming more about an organization and their specific solution set rather than a particular technology and how enterprise audiences can benefit from them. Even in cases where the objective is to build the sales leads, try subtlety for a change.
6. Define your target audience: Knowing your reader is as important as having good content. Almost everything else revolves around who this is being written for!
7. Integrate it with other initiatives: Like when launching a product, integration of its promotion with other marketing initiatives helps leverage the buzz created and generate higher acceptance levels. While you’re at it, try blogs as a tool too.
8. Use examples / instances, opinions - make it real
9. Standardized boilerplate: Try using and sharing your whitepaper with a standardized boilerplate that people can share the paper and help you go viral with.
10. Next step for the reader?: Clear definition on what you expect the reader to do after having gone through the whole ordeal will help you either plan in advance on what’s coming next or right set expectations
11. It’s NOT all about the money, honey: Puhleeeeze remember, not every download is going to be a sales ready lead. The whitepaper is a step in the right direction, the rest of the race still has to be run, by choice!
12. Try a new Look and Feel: If it doesn’t work at the first go, try giving it a new feel. We’ve all seen old wine in new bottle work too.
13. Refurbish – Reposition: If one messaging approach hasn’t worked, try newer, interesting and non intrusive methods of promoting it, even if it means a change in content approach.
14. Piggyback: This is where you hire the gartners and idcs of the world to do this for you. A great way for you to leverage their equity to promote your digital assets.
There's a lot more where this came from. I'd like to hear from you on your experiences as well.
Friday, August 20, 2010
Barclays catches them young, online
Here's another brilliant example of online marketing and how marketers are using the web to connect with their target audiences. Demonstrating clearly that the opportunities of online marketing are only limited to how far we, as marketers can push the envelope, Barclays Bank in the UK has initiated an online GTA type game. Built around an interactive virtual city, this flash game aims to educate bank customers on learning nuances of money management.
Creating a bank account, current account vs savings account, Swiping your card, standing instructions on payments, staying safe of investment scams, basics of having a permanent address, respect in society, honesty and integrity in work and in life are only some of the things this game attempts to teach by rewarding the good.
Sounds clichéd but I think this works well for the clearly defined target audience, the early teens that Barclays is attempting to connect with. It even has a facebook angle to the game (I didn’t get around to using that so not commenting on that, yet. You cannot afford to go interactive without going social.)
Clean, simple and super effective game play is the icing on this cake. This reminds of what we had experienced with Times of India and the 'Newspaper In Education' they drove in schools. For me, this is a brilliant marketing inititative. Well done Barclays!
It would be realy interesting to know what drove them on this route. Feel free to check www.56sagestreet.co.uk and experience this for yourself.
Creating a bank account, current account vs savings account, Swiping your card, standing instructions on payments, staying safe of investment scams, basics of having a permanent address, respect in society, honesty and integrity in work and in life are only some of the things this game attempts to teach by rewarding the good.
Sounds clichéd but I think this works well for the clearly defined target audience, the early teens that Barclays is attempting to connect with. It even has a facebook angle to the game (I didn’t get around to using that so not commenting on that, yet. You cannot afford to go interactive without going social.)
Clean, simple and super effective game play is the icing on this cake. This reminds of what we had experienced with Times of India and the 'Newspaper In Education' they drove in schools. For me, this is a brilliant marketing inititative. Well done Barclays!
It would be realy interesting to know what drove them on this route. Feel free to check www.56sagestreet.co.uk and experience this for yourself.
Tuesday, August 17, 2010
Friday, January 22, 2010
Tuesday, January 19, 2010
Ideas? What ideas?
Some people believe that ideas arise even without thinking. I believe in ideas that arise when you put your mind to it. I know that organizations that promote a work culture that encourages ideation will do far better than the organizations that dont. Having driven a start-up for 6 years, I've seen this work.
It's kinda funny when you look at some of the most seasoned professionals and see how starved they are for ideas. I always wondered what limits them from being able to ideate as they owe their senior positions in the corporate hierarchy partly to ideas they once brought to the fore. Reflect on your company's clients and you'll see that half of them want to meet with you and interact hoping that either you would give them new ideas or through your interaction they'd be able to think of something new. If you are unable to break through, offer them an idea, repeat process untill sucessful.
Have you noticed how ideas pop with interaction. I enjoy interacting with a few people here coz everytime i do, ideas flow. Now, almost always those ideas are for things they are doing, so obviously they go forward to the management as their ideas, not mine. Do i mind that? Guess not. Does it help my cause? No sir!
We all know and have experienced managers feeding off their subordinates for ideas but what we do need to watch out for is when these ideas get flagged up to the senior management as their own. Can something be done so that ideas get credited where they should? Would you as a manager be open enough to putting forward your subordinates idea knowing he has more to gain from it than you?
I take pride in saying that in my six years driving a start-up, not one team member worked without contributing an idea that worked!
It's kinda funny when you look at some of the most seasoned professionals and see how starved they are for ideas. I always wondered what limits them from being able to ideate as they owe their senior positions in the corporate hierarchy partly to ideas they once brought to the fore. Reflect on your company's clients and you'll see that half of them want to meet with you and interact hoping that either you would give them new ideas or through your interaction they'd be able to think of something new. If you are unable to break through, offer them an idea, repeat process untill sucessful.
Have you noticed how ideas pop with interaction. I enjoy interacting with a few people here coz everytime i do, ideas flow. Now, almost always those ideas are for things they are doing, so obviously they go forward to the management as their ideas, not mine. Do i mind that? Guess not. Does it help my cause? No sir!
We all know and have experienced managers feeding off their subordinates for ideas but what we do need to watch out for is when these ideas get flagged up to the senior management as their own. Can something be done so that ideas get credited where they should? Would you as a manager be open enough to putting forward your subordinates idea knowing he has more to gain from it than you?
I take pride in saying that in my six years driving a start-up, not one team member worked without contributing an idea that worked!
Thursday, January 14, 2010
Value homes lack real value?
Value homes in Bangalore are purely a result of the slump that the realty market faced starting around Aug-Sept 2008. By December builders, large ones too, were so cash strapped that they were unable to pay salaries to employees, for months. The one thing they heard from the market in unison was that the prices are ridiculously high. The result, more than a year later, homes in the prices of 10-20lacs with a compromise of 20-30km extra travel, 50% on the space of your homes. Some builders had already launched affordable homes earlier and some even specialised throughout their existence on the mid-budget category but i'm not refering to those anyways.
Conceptually, low cost housing is a no-brainer. With India's demographics it just has to work. It has been something that a lot of us have been advocating from 2005. I remember the marathon meetings with sreekanth of ambience for the 'studio apartments' they were studying the market for. I couldn't have been more excited about what I thought would take India by storm.
Apparently most builders i spoke to didnt share the sentiment, they were too busy doing what was helping them rake in the moolah, today!
While the market has been asking for low-cost housing for long enough, I am shocked at how the builder community has been ignorant enough to assume that people only want property that costs lesser conveniently forgetting that these homes also have to be livable. This has a whole lot of other implications like basic infrastructure, amenities, facilities, transportation, proximity to their work places, et al,. and you know what? Buyers cannot gamble on the Government to wake up to this reality. I am clearly not putting in my money on a brochure, any more. I need to see reality, I am investing today in what i can touch and feel.
I am sure the projects in the form they are being offered today will find a market but what i am not sure about is if the builder community will be happy with such projects. Clearly over the last 10 years the construction community has got too used to living on the borderline of profiteering. These projects are being in the executed in numbers excess of 2500 homes a project.
Almost all builders are getting into this if they haven't already, assume 20 large builders (Bangalore has at least 40) offer two such projects in a city throwing up over 1 lac homes. While i am sure the demand exists but the current offerings, in my opinion, do not fit the bill to help them enjoy complete sales. I would assume they wouldn't be able to sell in excess of 50% of a project.
Some projects lack even the most basic factor that would drive demand - commercial / corporate activity. Some people respond to this with "I want to use this for my living". Imagine investing in a project of 2500 homes, buying a flat of 700sft some 30kms from MG road with no corporate or commercial activity around. What happens if for some reason you decide not to live there? There would be at least 1250 more flats available for rent and 750 for purchase. Basic rules of demand and supply work here.
What would work very well in increasing sales is transparency along with a cost plus pricing approach with a clear mandate to make what any decent business can offer.
It is kinda odd to think that despite the magnitude there still isn't any Government intervention here. No entry barriers, no exit barriers, no price regulators.
Conceptually, low cost housing is a no-brainer. With India's demographics it just has to work. It has been something that a lot of us have been advocating from 2005. I remember the marathon meetings with sreekanth of ambience for the 'studio apartments' they were studying the market for. I couldn't have been more excited about what I thought would take India by storm.
Apparently most builders i spoke to didnt share the sentiment, they were too busy doing what was helping them rake in the moolah, today!
While the market has been asking for low-cost housing for long enough, I am shocked at how the builder community has been ignorant enough to assume that people only want property that costs lesser conveniently forgetting that these homes also have to be livable. This has a whole lot of other implications like basic infrastructure, amenities, facilities, transportation, proximity to their work places, et al,. and you know what? Buyers cannot gamble on the Government to wake up to this reality. I am clearly not putting in my money on a brochure, any more. I need to see reality, I am investing today in what i can touch and feel.
I am sure the projects in the form they are being offered today will find a market but what i am not sure about is if the builder community will be happy with such projects. Clearly over the last 10 years the construction community has got too used to living on the borderline of profiteering. These projects are being in the executed in numbers excess of 2500 homes a project.
Almost all builders are getting into this if they haven't already, assume 20 large builders (Bangalore has at least 40) offer two such projects in a city throwing up over 1 lac homes. While i am sure the demand exists but the current offerings, in my opinion, do not fit the bill to help them enjoy complete sales. I would assume they wouldn't be able to sell in excess of 50% of a project.
Some projects lack even the most basic factor that would drive demand - commercial / corporate activity. Some people respond to this with "I want to use this for my living". Imagine investing in a project of 2500 homes, buying a flat of 700sft some 30kms from MG road with no corporate or commercial activity around. What happens if for some reason you decide not to live there? There would be at least 1250 more flats available for rent and 750 for purchase. Basic rules of demand and supply work here.
What would work very well in increasing sales is transparency along with a cost plus pricing approach with a clear mandate to make what any decent business can offer.
It is kinda odd to think that despite the magnitude there still isn't any Government intervention here. No entry barriers, no exit barriers, no price regulators.
Wednesday, January 13, 2010
Tuesday, January 12, 2010
Social media: Strategy or Brand Dilution?
I remember in Oct 2008 when i joined here, one of my first suggestions for a consumer product that we have was to connect with consumer via social media and to my amazement, it was shot down, twice. I wondered then if I was just getting carried away by the hype and my boss could see through the thick smog that I failed to pierce through. Anyways, through the days I was entrusted other projects that needed my focus and somewhere in the process that social media connect was left behind.
While working on other projects, my interaction with the team at that product didnt slow down. The more I interacted with them, the more i was convinced. I even reached a point where each day I'd share ideas with the team on how they can use social media in reaching out to their consumers, either on an official connect or on a personal one.
When the topic was dead and gone, I even helped create a touch-point for the team on facebook and initiated connect. Though it was slow...very slow to take off and needed a serious push from my side, the team finally caught on. Today social media is the third largest source of traffic to the site of that brand.
While working on other projects, my interaction with the team at that product didnt slow down. The more I interacted with them, the more i was convinced. I even reached a point where each day I'd share ideas with the team on how they can use social media in reaching out to their consumers, either on an official connect or on a personal one.
When the topic was dead and gone, I even helped create a touch-point for the team on facebook and initiated connect. Though it was slow...very slow to take off and needed a serious push from my side, the team finally caught on. Today social media is the third largest source of traffic to the site of that brand.
Many old-school organizations i know perceived a social media connect (as it is known to be now)to be down-market and diluting their brand. Clearly, that opinion is changing and fast. It is interesting to note how organizations are awake and receptive to this now. One clear example is a client I am currently dealing with. Check this link www.polycom.com/company/news_room/media/index.html
Companies today have adopted this is an acceptable means to communicate with their target audiences. This would also mean they would have clear strategies on how to go about this. Imagine, the link you just saw is a B2B enterprise dealing mostly with large enterprises only. The profile of their target is as premium as can be in the technology industry. It appears now that we're prepared to be wherever our customers are, literally.
I even noticed someone designated as the "Head - Social Media" for a particular company. I noticed a few statistics that highlighted how social media is no longer a fad and is here to stay. For example, the fact that social media have overtaken porn as the No. 1 activity on the internet or 1 out of 8 couples who got married in the US met via social media or the fact that facebook added 100 million users in the last 9 months or that 80% of companies are now using linkedin as their primary source of database for recruitment. I can go on with this forever.
We have moved from the mindset of "why should i give page views to facebook from my audience?" to "how can i use facebook better to direct traffic to my site?"
My point is that if you haven't considered this, wake up before it's too late. It is not mandatory that this has to used, measusre the viability, explore options, think beyond the ordinary or as a brand adage goes "do the new".
Monday, January 11, 2010
Can you learn Digital Marketing in a classroom?
A couple of days ago, I signed up for a course on digital marketing being offered by IAMAI that starts tomorrow. Sometime this morning, Tanu asked me if I was excited about it and looking forward to it.
Somehow, without much effort i have always managed to right-set my expectations with almost everything i do. While i always hope for the best case scenario and am prepared for the worst, i find this little habit really helpful.
I sure am looking forward to the madness i hope this is. Can you imagine a discussion full of marketing specialists, each one of whom have their own idea about how things should be and why. I'm looking forward to getting my hands dirty with 'digital marketing', which i dont think my people have too idea about. I am hoping to have meaningful interactions where i can get to learn from the facilitators and peers' experiences.
Hopefully this would give me clarity on where i stand and help me come out knowing more. What is also interesting to note is most of the facilitators are media folks and considering how much I enjoy teaching, wondering if this will open up anything.
Anyways, will wait till tomorrow night to find out how this goes!
Somehow, without much effort i have always managed to right-set my expectations with almost everything i do. While i always hope for the best case scenario and am prepared for the worst, i find this little habit really helpful.
I sure am looking forward to the madness i hope this is. Can you imagine a discussion full of marketing specialists, each one of whom have their own idea about how things should be and why. I'm looking forward to getting my hands dirty with 'digital marketing', which i dont think my people have too idea about. I am hoping to have meaningful interactions where i can get to learn from the facilitators and peers' experiences.
Learning happens when you either burn your fingers yourself or learn from others experiences and I havent been able to do either in sometime and for the interaction craving person i am, this just seems perfect.
Hopefully this would give me clarity on where i stand and help me come out knowing more. What is also interesting to note is most of the facilitators are media folks and considering how much I enjoy teaching, wondering if this will open up anything.
Anyways, will wait till tomorrow night to find out how this goes!
Cadbury and its opportunity lost
While watching tv on a not so interesting sunday, yesterday, i happened to watch a small piece on cadbury and it's new launch Dairy Milk Silk on storyboard, cnbc.
In that 3-4 min feature a few things clearly stood out for me. These were,
1. Cadbury has launched two new products / variants in the last two years just around the new year
2. They have intentionally maintained pricing almost the same for all products / variants, "line pricing", this according to them should help the consumer 'sample' all variants. Apparently, they tried this for the first time with the launch of Bournville in 2009 and it worked very well.
In today's India even school kids recognize this brand of choclates shown to them despite the blurring of the image and what do have cadbury launching? A premium variant of its not so premium brand dairy milk, what sense does that make? If Cadbury has a line of products that are internationally available and not yet in India, its about time they brought them down.
The other opportunity that cadbury might have lost out on is customized gifting and that is precisely where you see a whole lot of smaller players operating and doing fairly well on a regional / limited geographical basis.
Does Cadbury consider these competition? Can a large setup like a Cadbury India offer something on their lines? Can they leverage the brand equity that has been built for them over the years or will that actually become a hurdle? Is customization even a business they wanna get into? Well, these questions that only the folks at Cadbury can answer.
In that 3-4 min feature a few things clearly stood out for me. These were,
1. Cadbury has launched two new products / variants in the last two years just around the new year
2. They have intentionally maintained pricing almost the same for all products / variants, "line pricing", this according to them should help the consumer 'sample' all variants. Apparently, they tried this for the first time with the launch of Bournville in 2009 and it worked very well.
This interested me the most on that feature. It seems like a good idea to encourage trial of a particular product or variant when multiple variants exist. The challenge however will be to move the consumer from trial to actual choice based consumption.
3. They have invested some money in developing an infrastructure that supports the distribution of newer products / variants (transportation / temperature controlled units, etc,.)
4. Dairy Milk Silk is supposed to be a premium variant of Dairy Milk
Assuming chocolates today are bought either for personal consumption or for gifting, if I were a part of the marketing team at cadbury, i'd have liked to have the launch of silk / bournville in India around Diwali. I just thinking it would have generated far better results than the Jan launches for both end objectives (personal consumption and gifting). It is just that much more apt a timing to encourage purchase of newer and specially more premium variants coz frankly Cadbury has just been sitting on its rear end for too long in India and they have created opportunity for smaller players to come in and take a share of the larger pie.
Market today is shifting / has shifted to premium imports that are commonly available. With far more percieved value when it comes to the recipient of the these also tend to put the person giving the gift in better light.
Assuming chocolates today are bought either for personal consumption or for gifting, if I were a part of the marketing team at cadbury, i'd have liked to have the launch of silk / bournville in India around Diwali. I just thinking it would have generated far better results than the Jan launches for both end objectives (personal consumption and gifting). It is just that much more apt a timing to encourage purchase of newer and specially more premium variants coz frankly Cadbury has just been sitting on its rear end for too long in India and they have created opportunity for smaller players to come in and take a share of the larger pie.
Market today is shifting / has shifted to premium imports that are commonly available. With far more percieved value when it comes to the recipient of the these also tend to put the person giving the gift in better light.
In today's India even school kids recognize this brand of choclates shown to them despite the blurring of the image and what do have cadbury launching? A premium variant of its not so premium brand dairy milk, what sense does that make? If Cadbury has a line of products that are internationally available and not yet in India, its about time they brought them down.
The other opportunity that cadbury might have lost out on is customized gifting and that is precisely where you see a whole lot of smaller players operating and doing fairly well on a regional / limited geographical basis.Does Cadbury consider these competition? Can a large setup like a Cadbury India offer something on their lines? Can they leverage the brand equity that has been built for them over the years or will that actually become a hurdle? Is customization even a business they wanna get into? Well, these questions that only the folks at Cadbury can answer.
Saturday, January 9, 2010
Puma sales experience
I have this rather peculiar habit of shopping for apparel as when I find something nice enough, irrespective of whether or not I need it at that time. Thanks to this, it is very easy to find something in my wardrobe in mint condition and packed, at any given point in time. In the last 12 months, this has extended to shoes as well. This is specially odd considering i haven't spent on more than one formal and one casual piece of footwear, each of which last me at least 3 years in the last 10-12 years.
In the middle of 2009, I found this neat pair or shoes at the Puma store on CMH road, Bangalore. Without hesitation i picked it up and conveniently stacked up the box and decided to wear that at an opportune time in October almost 4 months later. To my shock, the shoe seemed to be too tight, i did get into it though. All dressed for the occasion, I decided to take a pit stop at the Puma store. Mind you, i didn't have the bill but did have the box as neat as possible. I was expecting to have to haggle, mentally prepared to beg, plead or even fight if it got down to it.
I was honest about my purchase over 4 months ago and also told the guy behind the counter i was headed to a function for which I was wearing the shoes for the first time. To my surprise, he looked at me, looked at the shoe and said, "Sir, let me check if the size is available" and in less than ten minutes I walked out of the showroom with the correct size of the same shoe. Post this i have bought two more pairs from there and as long i don't have a bad experience, i will continue to shop at Puma.
At a time when improving customer experiences and customer experiences being the moment of truth for service based businesses seem to be the buzz words, this was clear example of doing more than talking. This approach of "no questions asked" demonstrated clearly the intent of the organization and their MO in the attempt to catch up with the more established players in the market. Keep up the good work guys!
In the middle of 2009, I found this neat pair or shoes at the Puma store on CMH road, Bangalore. Without hesitation i picked it up and conveniently stacked up the box and decided to wear that at an opportune time in October almost 4 months later. To my shock, the shoe seemed to be too tight, i did get into it though. All dressed for the occasion, I decided to take a pit stop at the Puma store. Mind you, i didn't have the bill but did have the box as neat as possible. I was expecting to have to haggle, mentally prepared to beg, plead or even fight if it got down to it.
I was honest about my purchase over 4 months ago and also told the guy behind the counter i was headed to a function for which I was wearing the shoes for the first time. To my surprise, he looked at me, looked at the shoe and said, "Sir, let me check if the size is available" and in less than ten minutes I walked out of the showroom with the correct size of the same shoe. Post this i have bought two more pairs from there and as long i don't have a bad experience, i will continue to shop at Puma.
I've had experiences with brands like shoppers' stop that completely refused to exchange a provogue trouser that I'd bought and not used for 3 months. They weren't even ready to give me a credit note.
At a time when improving customer experiences and customer experiences being the moment of truth for service based businesses seem to be the buzz words, this was clear example of doing more than talking. This approach of "no questions asked" demonstrated clearly the intent of the organization and their MO in the attempt to catch up with the more established players in the market. Keep up the good work guys!
Wednesday, January 6, 2010
What in God's name is 'marketing'?
This question takes me back to college days when on the first day of my BBM course, Prof. Dikshit made us write this down. "Marketing is either identifying a business opportunity and fulfilling it or creating an opportunity and fulfilling it." I remember this clearly not coz he told us that this is important and made us write it down but for the fact that this was his second statement made to the class at large on Day 1 of our graduate college lives. The first one being, "Welcome to BBM, I am sorry to say that choosing BBM is the biggest mistake of your lives. The course has no focus on anything and doesnt help you specialize in anything, you were much better off choosing a B.Com." When a seasoned prof starts his class with that kind of an opening line, it's bound to get you thinking. That I did.
In my opinion, marketing is the most misunderstood functions ever. For the layman, it has something to do with advertising. For the mis-informed it is what we call Marcom. For a large part of my relatives it is Sales. For most sales professionals it is their next career move. I've even heard (unintentional evaesdropping) random grocery shoppers requesting tele-callers saying, "please call me later I am marketing right now!" *sigh* Amongst all this mish-mash we marketeers face, is there room for what it means to us?
Most of us remember some definitions else we always have google to the rescue. I googled this one from The Chartered Institute of Marketing that defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." A different concept is of "Value-based marketing" which states that the role of marketing is to contribute to increasing "Shareholder value". In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage."
Marketing has a multitude of components like Customer Orientation, Marketing Planning, New Product Development, Sales, Marketing Communications, Brand, Market Research, Consumer Behaviour, MIS, Maketing Mix, Product Life Cycles, Customer Relationship Management and a whole lot more.
Lets cut to the chase, if marketing is all of the above and more, how close is it to the concept / defn of business? Pretty close. Where does the line fade out? Ooh, toughie. If that is how close marketing is to business and all of us either build businesses or work with organizations that are business units then should the marketing folks not be driving your "business"? Does that make all marketing folks specialists at every business function? Do the marketing folks need to know every function? Well, the answers to these questions are tough and if not anything else, they should at least make us think about one thing, is 'marketing' in its true sense limited to the marketing folks only or are we, irrespective of our silos, contributors to it?
Despite all this, organizations often fail to clearly define what they expect from their marketing teams. Worse, they fail to define marketing for themselves.
I'd like to end this post with a quote from an authority on the topic.
In my opinion, marketing is the most misunderstood functions ever. For the layman, it has something to do with advertising. For the mis-informed it is what we call Marcom. For a large part of my relatives it is Sales. For most sales professionals it is their next career move. I've even heard (unintentional evaesdropping) random grocery shoppers requesting tele-callers saying, "please call me later I am marketing right now!" *sigh* Amongst all this mish-mash we marketeers face, is there room for what it means to us?
Most of us remember some definitions else we always have google to the rescue. I googled this one from The Chartered Institute of Marketing that defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." A different concept is of "Value-based marketing" which states that the role of marketing is to contribute to increasing "Shareholder value". In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage."
Marketing has a multitude of components like Customer Orientation, Marketing Planning, New Product Development, Sales, Marketing Communications, Brand, Market Research, Consumer Behaviour, MIS, Maketing Mix, Product Life Cycles, Customer Relationship Management and a whole lot more.
Lets cut to the chase, if marketing is all of the above and more, how close is it to the concept / defn of business? Pretty close. Where does the line fade out? Ooh, toughie. If that is how close marketing is to business and all of us either build businesses or work with organizations that are business units then should the marketing folks not be driving your "business"? Does that make all marketing folks specialists at every business function? Do the marketing folks need to know every function? Well, the answers to these questions are tough and if not anything else, they should at least make us think about one thing, is 'marketing' in its true sense limited to the marketing folks only or are we, irrespective of our silos, contributors to it?
Despite all this, organizations often fail to clearly define what they expect from their marketing teams. Worse, they fail to define marketing for themselves.
I'd like to end this post with a quote from an authority on the topic.
“Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise”. - Drucker
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