Zaddy is a man of a certain age that oozes sex appeal in his experience, and the swag is a killer.
Celebrity feuds are often described as “savage.” “Did you see the GIF of Salman khan rolling his eyes at Vivek Oberoi? Savage.”
But is it outdated? Is it still relevant? Just like a 4:3 video format, mini DV tapes, CDs and muscle cars, this formula of thought bucketing is not relevant with millennials and Gen Z. See
The new present of the 4 Ps of marketing
Here are the refreshed Ps – originally suggested Sean Macdonald – Global Chief Digital officer McCann Worldgroup.
These are higher consciousness aspects of your brand and if you want to make a connection with them, you need to reflect and project your brand values. If it resonates with them, they will consider your products endorsed with inner validation.
We all resonated with Sonu Sood helping migrants during the lockdown. If individuals can touch hearts, marketing activities too.
A noteworthy campaign is ‘UnitedByVote’ by United Colors of Benetton. As India kicked off multi-phase National Elections, United Colors of Benetton came up with a strong and massive social media campaign titled #UnitedByVote – an initiative towards celebrating democracy and shows the power that every citizen holds by having voting rights. The campaign brought together big Indian celebrities like Saif Ali Khan, Bhumi Pednakar and many more. LINK
The mindset & thought process of millennials is experience-oriented and what this means is that you need to proclaim and live the culture and provide experiences. Positioning cannot be a hollow proclamation; it has to be visible.
Imagine if the Kala Ghoda festival was an idea curated by a corporate - for example - Indigo Airlines. Or FastTrac had patterns printed by local artists and upcoming illustrators and used their marketing muscle to make it a limited edition.
Over the last few years, Indian fashion brands and magazines are increasingly working with illustrators to create a new design vocabulary.
Adidas Originals’, for instance, launched their Holi
collection in collaboration with Pharrell Williams in 2018. A host of young
Indian independent illustrators were invited to create a set of different
illustrations. Pratap Chalke made a vivid portrait of the American singer with shoelaces emerging from his Adidas
jacket (), Mira Malhotra showed him surrounded by water
guns, and Jasjyot
Singh Hans sketched the hitmaker in his trademark hat.
This is probably the most powerful P you can adopt. It is THE context through which you should rehash your marketing spend.
Everyone loves the 'personal touch' or communication personalized to them. Personalization has gone beyond cake shops and greeting cards, and evolved over time. And now, every marketer is trying to strike the balance between scale and cost. The word personalization has oozed out of the gifting domain, by engraving on devices, personalized videos, garments, statements, recommendations. Gen Z and Millennials love this experience!
In early 2000s, Armed Force personnel were loved by corporates because they brought in discipline and crush the competition mind set. Today, it is no longer a zero-sum-game. Alliances, joint activities & cross branding are the new corporate flavour. Unfortunately, not many in India are lapping this up except a quality few.
Make my Trip partnering with OYO for creating a VR festival of all state tourism boards. Or Nike tying up with Bata for encouraging users to recycle old shoes.
The most relevant case study to consider is the recent PepsiCo- Airtel campaign during the pandemic that turned the internet upside down. PepsiCo India partnered with Airtel to offer upto 2 GB of data with the purchase of LAY’S, Kurkure, Uncle Chips and Doritos packs. If you observe, this co-branding pact is backed by two key consumer insights – increased consumption of data and people spending more time at home, leading to increased in-home consumption of food and beverages.
Hello Marketers – maybe it’s time to tweak the P formulae.
Gen Z and Millennials are elusive, hard to bucket and decipher but to get a hold over their thinking process, forget the old 5Ps and reinvent your framework with the new 4Ps – Purpose, Positioning, Personalized and Partnerships.
Sadly, a lot of copywriting work I do is for brands looking to communicate what they do in a manner that is clearer, crisper and with less (sometimes more) fluff. It’s complicated, you see. And in the process, there are plenty of times when I find myself wanting to bang my head against the desktop after reading the same buzzwords & adjectives over and over again in brochures, reports, “about us” pages and white papers.
(Which reminds me, I seriously believe we could’ve come up with something far better than the term ‘white paper’.)
Then, like most of the copywriters, I go to Google to only find ten thousand ways to write a good copy but not a single way to avoid writing a bad one.
What do I do then? Like most of the copywriters – Right click. Synonym. Replace. Repeat.
And when we repeat this process, we get a list of words that are “exciting”, “extravagant”, “exclusive” and should be deleted from our marketing vocabulary right away.
So, what should a conscientious copywriter do? Well, maybe you could start by reading more thesis and poetry.
Or, if you don’t see yourself reaching for the collected works of [famous copywriter] any time soon, another, more direct approach you could take is to eliminate the following meaningless filler terms from your copy.
BEST / FINEST / GREATEST
Here’s a product headline you will never see: “We offer one of the best products in the industry.”
Why will you never see it? Because, like any proud parent doting on an unspectacular child, no company with a substandard product would ever admit it. That’s not how capitalism works! If you’re a marketing expert or an agency, a potential customer is already going to assume you think your product is the best. The catch is convincing the reader to agree with you.