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Reasons that make advertisement impactful
A few days back, I met a Marketing Head of a leading food brand. Our discussion was what makes the Brand Power and Medifacts advertising (3rd Party format based advertisement which only we create) so impactful that it can drive sales for the brand who uses our formate of advertising. And since then I have been holding my thoughts on finding reasons that make advertisement impactful.
Over the last 15 years, I have decoded more than 250 adverting briefs of the best grocery (FMCG) and pharma brands. So every time we present the script and storyboard to the brand team, we already know their reaction and know which points objection will come from and where we have to keep our foot down and drive our point of view? Resultant - barring 4-5 TV ads we created, practically all TV advertisements were able to help our clients drive trials or sales. 4-5 advertisements that failed to deliver mainly were because - TV ads usage was not enough or reasons beyond our control. Advertising agencies highly influence marketing culture in most companies as they are custodians of brand communication. It tells marketers or brand managers that TV advertising is like a piece of art. Hence, creativity is essential; recall of advertisement leads to sales and so many other myths and assumptions that are not proven. And many times due to this advertisement fail to leave impact on consumers. It is a fact that a significant portion of media spent is wasted and never delivered. And therefore, it is even more critical for Brand Managers to create impactful advertisements and help them increase their market shares. I believe that advertising which can do the following will always be able to make a positive impact on brand sales: - Leave images: People do not remember words, but they do remember pictures. Is your advertising can leave your audience or consumers with images which they will remember?
- Create Brand Memory: As a brand manager, what are you trying to do? Are you trying to make a memorable advertisement or a memorable brand? You create a delightful TV ad, but if that cannot create brand memory in the consumer's mind, the chance is that advertisement will not get converted into dollar sales for you. - Usefulness: Making consumers feel good is not good enough. Are you telling your consumers that how your product is helpful for them? - Don't ignore buyers within your consumers: While your audience is consumers of your product, they may behave differently as a buyer. Are you talking to the buyer too through your advertisements? - The language you use: Tell your product or brand story to your audience in a simple language that they understand. In comments section below please add other reasons that make advertisement impactful. You may like to read these blogs too: When the advertising creative didn’t worked Full Circle of Advertising Read the full article
Rejuvenating Marketing in Post Covid ERA
My recent article published in Annual Marketing Magazine "IMPRESSIONS" by Mantra-The Marketing Club of IIM Raipur “People are very open-minded about new things, as long as they're exactly like the old ones.” —Charles F. Kettering Today’s world can relate the above saying to the best. Marketing scenes are changing and so are people’s outlook. But that does not mean consumers expect anything different from what they were getting in the pre-pandemic era. They want us to change their approach and provide them with the same service at their convenience. The world was already shifting to digital, now just the pace of the shift has changed because of the ongoing pandemic. It has accelerated. The “going digital” term has picked up its speed and gave a lot of power to the online business. Hence, the marketing strategies post-pandemic will be concentrated on the online and virtual space. Digital is and will be the New Normal even when we get past this pandemic era. Consumers have discovered the joy and the comfort of getting everything at the tips of their hands. Now consumers want reviews, ratings and experience before trying any new things. Marketers have to keep up with this changing trend and shift their strategy focusing more online than offline. These are the few strategies that would come into play after the pandemic era: - Narrative Change As per the research, consumers are looking at the mindfulness of the brand more than ever. They are looking at the communication that brands are making. Consumers are expecting more empathetic communication than product pushing strategy in these testing times. They more gravitate towards the companies that are sticking to their values. ‘Service with a smile’ is narrative and the approach that consumers have set up for the brands. The newsletters that companies send out must have the minimum amount of empathy with the situation. If consumer smile reading your approach, half the work is done for your brand.
- E-service E-service is not a very new concept but not very well adopted yet. Banking e-services has proved that it is not difficult to provide e-services to consumers. Consumers are placing their trust in the E-services as the days are going by. Starting from medicine to grocery delivery, consumers are adapting to E-services well. This increase in consumer trust indicates that there is a potential surge in demand and an opportunity to create new connections with people. - Customer Experience Marketing According to the research by Nielsen, “92% of individuals will believe a reference from friends and family, and 70% of the individuals will rely on users they even don’t know.” In this growing digital world, consumers are more actively researching before making a purchase. Consumer reviews can make or break a brand. They prefer to hear voices directly from someone who has tried and can vouch for the product. Consumer reviews, ratings and experience makes the brand more credible in the real world amongst other competitors. - Agility Agility is not a new practice. But rather than a technological process, Agility is now a modern marketing approach. As the emergency occurs, an organization could rapidly discover which message wasn't right, immediately creating an advertising emergency. Traditional long lead time and annual budgets seem to be ancient now. Marketing agility is likely to be permanent. Having a tab on what consumer wants, demand sensing, fulfilment, everything will not only help in the marketing but also help the company to capture the zeitgeist of consumer sentiment. Meanwhile, faster decisions, flexibility across key areas like creativity, budgeting etc will affect operationally. - Social Media Marketing The COVID-19 scenario has as a catalyst to the consumer adaption toward social media platforms. As the days go by, consumers are relying on social media platforms more than any other form of media. Twitter, Facebook and Instagram have become their newspapers. They rely on these sites to stay up to date. Social media is the key in today’s business world. Since we saw a major shift of consumers to the e-com sites. To survive these uncertain times, a business must retain its consumer base and find its new consumers online. Hence, the business needs to have a significant presence on social media platforms like Twitter, Facebook, LinkedIn. - From funnel to flywheel Brands and companies have been working on the Funnel method of working where the focus is solely on acquiring consumers. In today’s world, brands need to take up the Flywheel marketing strategy where the consumer is the core. While the funnel method for marketing and acquiring customers has been the norm, the post-pandemic world is more focused on flywheel marketing.
Flywheel marketing will concentrate on how to attract and engage consumers, how to enhance the consumer’s experience of the product or service. This in turn will create positive word of mouth which will attract new consumers to check out the brand. All in all, brands smoothening the friction of what a consumer might not like in a brand and presenting the best version of it so that consumer can’t help but tell others. This model is very sustainable and most likely to stay for a very long time. Everything is changing at a very alarming speed. Few of the changes were very much required to abandon the older strategies and adopt new ones. But with the changes comes uncertainty. Marketers should be ready and on their toes, for the market to demand something new. Marketers need to be updated with not only what consumers want but also what the industry is looking at. As we get deeper into the online services and get dependent on the virtual world, we will discover many more advanced strategies that might take marketing to that next level. As a duty of the marketeer, we must keep looking and keep finding new ways to build our brands and also to keep the consumers happy. Read the full article
Sail with the ship, and then swim
In June of 1991, I had just joined Dyanora TV. I was new to the company. It was my first job as a Branch Manager controlling half Madhya Pradesh (including Chhattishgarh) and was putting all my energy and efforts to impress the management, but things were not going well. Mr. Suresh Ebnezer, than All India Service Manager, was visiting Raipur to guide me to setup After Sales Service operations at my branch. During his visit, he gave me lifetime learning, which I never forget. He said, and I quote: "SAIL WITH THE SHIP, AND THEN SWIM." He said above in the context when one takes up a new job and joins a new company. He advised trying to adapt to the new environment and understand the business dynamics of new companies and conserve energy in the initial period of post joining. Once you are settled and familiar with a new company's dynamics and rhythm, start putting all of your energy in the right direction. Read the full article
7 Tricks to Change Brain Function
Have you ever tried changing your brain? I mean, improving the motor function of your brain? I guess not. Most of us never try changing our brains' motor function and live with our same brain life-long. And no wonder most of us find it hard to change our lives beyond a point. A few years back, I read a book by Norman Doidge, which was based on the research in the last century or so on Brain Science. This book is about how neuroplastic transformation helps people overcome serious illness and help them develop new skills. Last year I wrote a blog post, Small habits which had BIG impacts, explaining how practicing small things helped me do better in life. Today morning once again, I found myself trying out something new with the way I shave every day. Here is an account of my experience of changing my morning shaving routine from intuitive right hand to left hand: 1. Shaving Foam splattered on ears, nose, and neck as foaming was done by holding a brush in the left hand instead of the right hand. 2. Head movements while shaving seems to be completely disoriented and not in sync with my left hand holding the razor. 3. Time taken to finish shaving was almost double. 4. More bruises on skin and rough skin. Trying to form new habits and practice them in the long term make us build new signals that carry nerves to the brain and, hence, new brain functions. Here are 7 small things that you can try doing with your non-intuitive hand. Read the full article
Why celebrity endorsements works in advertising
Why people buy celeb endorsed products and why they don't try new products launched by new entrepreneurs? This question often comes to our minds. Q 1: Why people like to buy celebrity endorsed products or services? Ans: Buying endorses products fulfill the aspiration of the consumer. The consumer thinks that I can't be Shahrukh Khan or Aishwarya Rai, but I use the product they use. I feel like being them. Q 2: Why people don't buy new products of unknown entrepreneurs? Ans: "Taking a decision" is the toughest thing for most of us. No one likes to decide and always wants someone else to choose for them - a friend, relative, Expert, or other people like us (other consumers). My business is part of a WPP Company known as Buchanan, which uniquely uses expert endorsement through it's TV Advertisements and has created its third party authorities like Brand Power and Medifacts. No wonder our TV advertising tools, Brand Power and Medifacts rocks even after more than 25 years. Because they help consumers make buying decisions in favor of brand which appears in these TV Ads. Here are two examples of how the Grocery Store Authority, like Brand Power, helps consumers make a buying decision favoring brand advertised, in this case, Dabur Amla Hair Oil. Brand Power TV ad for Dabur Amla Hair Oil: https://youtu.be/rni_65_TOxg And here is example how Medifacts advertising uses Expert Advice in promoting brand: Medifacts TV Ad for Himalaya Sensitive Toothpaste: https://youtu.be/rCZHOA2COZ8 Read the full article
Media Convergence and Management
Recently I was invited to speak on topic of Media Convergence and Management as keynote speaker in an annual event held at GLS University, Ahmadabad. I shared following thoughts at the event.
Setting tone of the day is never easy but I guess this is what life throws to us. We constantly need to learn, adapt, unlearn, relearn and adapt. And this makes our life simpler, for betterment. Please don’t…
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Modern Day Slave Today morning in office I was having a conversation with my son who have been working with us for sometime for now.
Article on McDonald's India: Burgered! Really?
Article on McDonald’s India: Burgered! Really?
McDonald’s India: Burgered! Can McDonald’s come out of the present crisis without its image getting deeply fried?
McDonald’s India
Above is today’s Brand Equity lead story on the recent ongoing crisis of McDonald India business. Rajiv Singh written Article seems to be an immature commenton the situation. Appears writer is completely misplaced with his thought process and has applied all the…
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Google services stopped working
Google services stopped working
One Plus X smartphone owners are experiencing error “Google services stopped working.’ This can happen if you have carried System Update on you mobile. Google Store stooped working on my Android Mobile, no Apps were getting updated. In fact all Google Apps like Gmail, Google Play Movies, Google+ and Google Play Music etc stopped working.
After coming from office I spent many evenings researching…
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Indecisive Thinking
Indecisive Thinking is often referred as Broken Mind by the people?
Broken mind? Really? I always thought that only non-living things breaks? How mind can be broken? Mind always remains intact whether one uses it wisely or not. People often confuse with the way they think and ability of mind to decide. And they blame mind for their indecisive thinking.
Everyone seeks education to gain knowledge…
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Can Local Brands Challenge MNC Brands in India Quora is a good place to give me food for thought. Other day someone asked "Can Local Brands Challenge MNC Brands in India?" The question was in context of Burger braad.
Online Grocery Store Business in India A lot is being talked about Online Grocery Store Business in India and I see lots of Full Page Advertisements in newspapers of Mumbai.
Should I leave job to begin a Startup?
Should I leave job to begin a Startup?
In current hyped startup environment millions of youth are finding themselves on this cross road and are asking this question – “Should I leave job to begin a Startup?” This can be a classic situation for few particularly if one is at beginning of the career or have been in a job for few years but doesn’t have enough money or strong support system.
In 1998 with 14 years experience, I found myself…
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Storytelling in Sales Storytelling has always been part of sales pitch to explain the product better to consumer in a manner he/ she understands.