We at Barefoot just came up with this Marketing Model for brands to decide on their communication route if they are catering to a low awareness with low trust industry/category. We call it the ‘TALK THE WALK MODEL’.
We have taken an example of Flipkart which we think has done a great job with its advertising! The brand had to first change behaviour and attitude towards e-com AND slowly build on loyalty and connect. Our clients are finding this very useful. Hope you do too 🙂
(pls click image to see enlarged version)
Founder- www.barefootconsultancy.in
asha chaudhry
interesting model arpita!
thanks for sharing this.
what do you think of the recent ‘wish chain’ tvc of flipkart?
will it be as effective as snapdeal’s aamir khan tvc or amazon’s aur dikhao (that drove us all nuts during IPL)…?!
Arpita Khadria
I love any campaign that has a deep consumer insight… so the Amazon “Aur Dikhao” is right up there for me! But more specifically, as per the “talk the Walk” model, Flipkart is in the connect and loyalty building zone right now. So the current campaign line is also much more emotional “har wish hogi puri” compared to “the online megastore” which they began with.
Snapdeal for me is not a creative brand as far as communication is concerned. They are still very much in the “behaviour and attitude” zone and have decided to take a celebrity to bring some newness and grab some eyeballs. And their ambush marketing strategy to pip Flipkart’s hoardings and ads, just makes them look like they are piggybacking on the latter’s original ideas and initiatives. Have you ever seen an nice creative ad by Snapdeal? Something that breaks clutter?
Alok Rodinhood Kejriwal
Hmm… Its too basic
How would you explain the Cadbury Ad that was well understood as a Category and had loyalty but needed to change consumers from Kids to Adults?
How would you explain Olx ads which were purely emotional even though the category (old goods market place) is not understood?
Finally – Have you seen the Car Trade ads? Its a new Brand, About Dogs (emotional) and in a category thats completely unheard of (buying used cars via a website)
How does it graph?
asha chaudhry
hoarding wars don’t interest me anymore 🙂
no. snapdeal has never done any creative advtg. which is why i was very surprised when i saw their logo on the aamir khan film.
to me, the background score is a winner. their slice of life moments – especially with grandma on the comfy sofa chair strike a chord with the viewer. i’m not a fan of celebrity tvcs, i don’t shop on snapdeal. but surprisingly snapdeal they got it right for a change 🙂
‘har wish hogi puri’ is a great emotional line. the whole route is great. it’s shot well.
BUT
when you watch it on tv – you don’t really get it the first time. i had to watch it on YT again to understand the chain reaction (primarily because i multitask while “watching” tv!)
i found a disconnect (i’m a happy flipkart customer). but i found the tvc had too much promise. i guess i see a lot of consumers getting mangoes or stones instead of their expensive gadgets from flipkart that i found unbelievable.
but that’s just me 🙂
Arpita Khadria
This model does not claim to cover all scenarios. The Cadbury’s example is a case of target segment change. So the challenge is diff. This model only talks about the chanllenge of deciding the communication route for pioneer products/services. And basic is good 🙂 I take that as a compliment. Because what we do at Barefoot is all about going back to basics!
To answer your other 2 examples:
OLX- The emotion you are talking about is the creative rendition. The ad was still about changing behaviour and attitude towards getting rid of old to get new. Brands can choose to change behaviour and attitude with humour, emotions or plain A for apple renditions. The Emotion in this graph that we are talking about is not the creative rendition but the central message of the ad. Where the brand wants to connect with you on an emotional level. Eg: Coca cola “Open Happiness” campaign. It just has the central objective of “live positive” which the brand’s philosophy.
Car trade- Making it about dogs is not making it emotional Alok. They have used humour just like Flipkart had used kids to break clutter. But again.. all that dog talks about is how people should shift behaviour to buying second hand cars online.