Financial Daily from THE HINDU group of publications
Thursday, Nov 11, 2004
Financial Daily from THE HINDU group of publications Thursday, Nov 11, 2004 |
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Marketing
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Advertising Corporate - Management `In advertising, get simple, get real' Our Bureau
A student felicitating Mr Suresh Kumar, Director, Mindspark Consulting, before his lecture at the Department of Management Studies, St. Joseph's College of Engineering, Sholinganallur near Chennai. At right is Dr Balu Manoharan, Director of the college.
Chennai , Nov. 10 FIVE mantras can help communicators be effective and develop communication that works, said Mr Suresh Kumar, Director, Mindspark Consulting, while addressing first year management students of the Department of Management Studies, St. Joseph's College of Engineering, Sholinganallur, under the aegis of the BL Club last Friday. He advised students who planned to take up advertising as a career to `get simple'; communication, he said, should have clarity and brevity. The second mantra: `get real'; marketers should be realistic about the market and consumers for their products. `Get honest' was the third point Mr Suresh advocated; there should be no half-truths in advertising copy and all claims should be credible. The fourth mantra, he said, is for marketers to keep learning. "Brands are always on shifting sands, so advertising and marketing professionals need to be curious and keep learning all the time," he said. He asked the students to `get passionate' and make an emotional connect with one's customers and bring passion to one's work. Elaborating on the theme of his talk `integrated marketing communications', Mr Suresh Kumar said that the biggest challenge for marketers today is the fragmented market place; the increasing number of ways to reach the customer and many levels and means to reach the product while customer experience points are many - direct and indirect. This in turn, creates a communication challenge for marketers because of the fragmentation of the brand's `voice', the high cost of message delivery, the lesser time to market and the high clutter in media. He emphasised that advertisers and marketers should replace the ad as the central point of communication with a `big idea' as the centre of its strategy and which should be used in all forms of communication. Mr Suresh showed several commercials, both contemporary and archival material, to the students to illustrate the points he made in his talk. Mr Suresh stressed the importance of brand touchpoints in a marketing strategy. "Great brands continually aspire to perfect each of the touchpoints with its customers," he said. Companies should ensure that customers are engaged at all stages - pre-purchase, at purchase and post as well - through a variety of strategies. Dr B. Babu Manoharan, Director, St Joseph's College of Engineering, presided over the inaugural of the BL Club. The proceedings of the event were handled by the students itself in the presence of the heads of the department, Prof Jayasree Krishnan and Prof A.S. Mohanram.
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