Marketing Insights: I feel wrong sending this email!

I spent 800Rs and 3 hours of my life into this Masterclass, now I'm sharing the juiciest bits of the class.

Guess what? I just came back from this epic Masterclass, and I'm feeling generous. It's like I'm sharing top secret info with you, but hey, who doesn't love freebies? The star of the show was Sahiba Bali, she's worked her marketing magic at Zomato and now does her thing at Unacademy.

What will we cover in this log ass blog:

1. What is marketing

2. Who are the audience

3. Sahiba’s Story/case studies( THE BEST PART OF THE BLOG)

4. Quality Followers Vs Quantity Followers

5. Compounding Marketing

What is Marketing? 

Consumption of info is marketing, and to be more precise communicating a message in the most effective way is coined as Marketing. And in Business Schools we are taught how to find Target Audience but none teaches how to target them 

So, how can you actually target the audience?  That is by understanding consumer behavior. 

Like be a stalker(no kidding), understand every move, element and atom of your target audience.

• What they might like 

• Where do they hangout 

• What do they talk 

• What do they relate 

• Whom do they trust 

Do a PhD on them, because we never know where you will find the cue to your next best campaign and prefer Hyperlocal marketing means being present and do marketing at a place where your consumers are present. 

To make it simple let's divide the crowd in three parts 

Source: Sahiba’s Workshop

1.Boomer : 

Ah, the beloved Boomers - your parents and grandparents. These folks value a good product. Quality matters to them, and they're not afraid to fork out a little extra if it's worth it. They want something that stands out from the crowd, and they appreciate getting a generous helping of information. So, when crafting your marketing magic, remember: Boomer loves details!

2. The Millennial

Next up, we've got the Millennials, the '90s kids. They're a bit of an enigma themselves. They love the alternative, but they also have their favorites. They want to stand out, but they're also professionals. They need to trust the source and expect credibility. Here's the secret sauce for them, give them information aplenty, just like you would for the Boomers.

and

3.GenZ

Last but not least, we have the Gen Z - the post-2000 born kids. These young guns are something else. Price? Nah, doesn't matter to them. What they really crave is a brand they can connect with, something that makes them feel like they fit in. So, when you're targeting Gen Z, remember, it's all about the brand.

So, now that you have labeled the groups, when you market go with your DATA not with your GUTS. Like use Google Trends to do the initial research and then make the choices. 

Examples

You see, many Pan India Brands have, at some point, committed the cardinal sin of overlooking research and assuming their own team is a one-size-fits-all market.

It's a mistake that can seriously dent your reach and leave your campaign stuck in the mud.

Take, for instance, the curious case of Mountain Dew. They rolled out an ad with the slogan, "Darr ke aage jeet hai," assuming it would resonate with the entire nation. Well, newsflash - only 51% of India connects with Hindi, and for the South, that ad was nothing more than a drain on their advertising budget. A little research could have gone a long way in crafting a campaign that truly hit the mark.

Now, let's talk about Frooti's Alia Bhatt blunder.

Imagine this: She declares on national television that she doesn't do sugar, and then she turns around and endorses a brand that's all about, you guessed it, sugar! It's like a plot twist gone wrong. If only someone had done their homework, they could've avoided this facepalm moment.

Alia saying NO to sugar video: https://youtube.com/shorts/wJlWr1SONgo?si=u1e2a92IaCR_W95_

And speaking of mismatched endorsements, who could forget Sara and her Kurkure adventure? It's like watching a rom-com where the leads have zero chemistry. You just can't endorse something you publicly disapprove of - that's Marketing 101, folks!

Sahiba’s Story:

Now, here's a nugget of wisdom straight from the marketing playbook of Sahiba. When tasked with launching Zomato videos for the South crowd, many suggested Samantha. But guess what? Sahiba did her homework. She discovered that Sam is a vegan or, at the very least, a vegetarian, while Zomato's highest sales come from the beloved Chicken Biryani. Talk about a mismatch made in marketing hell!

And just to wrap things up, Sahiba's masterstroke - choosing The Great Khali over Sachin Tendulkar. Why, you ask? Because Khali's search volume trumps Sachin's. It's all about data, baby!

Video of Sahiba and The Great Khali: The Great Khali on WWE's The Undertaker | CWE's Khali's Cheat Meal Challenge | Sahiba Bali | Zomato - YouTube

So, Sahiba gave the example of how she helped her friend by just being creative and data driven 

Her friend's cloud kitchen, a late-night haven serving 

-succulent burgers

- mouthwatering thin crust pizzas

-  and staying open until 2 AM.

 A winning combo, right? But Sahiba, always one step ahead, bid not on products but on behavior. 

In the SEO marketing arena, where everyone races to grab the same keywords like "burgers" and "pizzas," she dared to tread where others hadn't. Sahiba threw in unexpected contenders like "PornHub," "PlayStation," "X videos," and "Munchies." 

Why, you ask? It's all about timing. When night owls emerge, they seek a unique form of entertainment and, inevitably, munchies. By bidding on these keywords, Sahiba found the sweet spot of relevance, reaching an audience her competitors hadn't even considered.

The result? An ingenious ROI for a modest investment and a boost in initial awareness for her friend's kitchen. So, remember this tale from the marketing trenches, where data is only as potent as its relevance. Be where your competitors aren't, and seize the moment when it matters most. Sahiba's success story is a reminder that in the ever-evolving world of marketing, the unconventional can often yield the most remarkable results.

Quality Followers Vs Quantity Followers 

Alright, folks, let's dive into the nitty-gritty of followers - it's not about the sheer numbers; it's all about quality. Sure, high view counts and follower numbers might make you feel like a social media superstar, but remember, it's the relevance that truly matters. So, before you jump in, do your detective work.

First, take a look at what genuinely tickles the influencer's fancy. Are they in sync with your industry? Do they walk the talk? Check out those comments and shares - are they buzzing with engagement? Does their vibe align with yours?

Once you've handpicked the cream of the influencer crop, here's a gem of a strategy: Compounding Marketing. Don't just hire them for a one-off gig, go for a series of reels and stories. Analyze the metrics, followers, purchases, engagement, and don't forget the Cost Per View. It's like a crystal ball to show you where your social media spending is actually worth it. (Disclaimer: I haven't tried this myself, but it's worth a shot!)

Now, let's talk strategy - Growth Marketing vs. Brand Marketing.

Start by building your brand's followers with killer content that screams your Unique Selling Proposition. Once you've got a bit of a fan club, shift gears to Brand Marketing. Be quirky, integrate your brand seamlessly, and show up where your audience is already hanging out, think subtle marketing moves like hosting movie screenings or stand-up comedy nights.

Remember, virality is a state of mind. Don't sweat trying to force it; instead, hit common emotions on regular days, not just the obvious ones. Stay consistent like a well-oiled machine. 

Getting clicks is child's play; creating real engagement? Now, that's the art. This masterclass has dished out some golden nuggets, and while they're not exactly groundbreaking, they're a much-needed reminder of what truly works.

Lastly, major props to Sahiba for her stellar workshop. Check out her podcast for more wisdom - it's a treasure trove of value. Here's the link, folks, don't miss out!

Dostcast Podcast