For Last 2 weeks , I have been thinking that why women love tele- serials so much? .They leave everything ( food, rest etc. ) to know what Anandi is doing, what is happening between Mr Ram Kapoor and Priya? How DV will save Saanchi?
Amazing connect!!
Hats off to the people who keep on generating content for these serials which have been successful in creating and maintaining the connect with all these women 6 days a week, 4-5 hours a day ,all 365 days in a year!
A thought came into my mind!
Connect!
Is it that important? Why it is important? How we can create connect? Who all can connect? Why is that you connect with certain people and you co - create something of your liking?
Connect can be between people, people & brands/brands & people.Why we buy certain brands
( considering price, value etc to be constant), because we connect with those brands.
For e.g.Why buying dettol makes us think that this soap will really help in removing all the bacteria and other xyz brand will not. Why buying iphone gives us a feeling of satisfaction while same features are available at a much lesser price.
It is all about connect! for sometime,forget what you have learned uptill now about brands & just imagine brands as people working in your office.So we have Mr Harley davidson who seems to have his own big cabin and sitting in the corner & people rushing to him and interacting with him ( Only selective people who connect with him), then there is Mr Bajaj who has small cabin wanting to connect with set of people who value power more than milage.
Miss fair and lovely is busy in making all the women beautiful which are fairly large in number. Olay total effects is speaking to her group about benefits of its use and hence charging more money.
Kids connected more with Oreo Biscuits.
Every brand has its own set of customers, it is how that brands connect with its base matters. There are people who do not want to buy Maruti Cars because they do not connect with it despite its best mileage and number of service centers, also there are people who connect only with Maruti Cars and will buy only Maruti.
What matters is customer connect.
Gone are the days when companies survived only on push marketing shouting about themselves in the market, offers, discounts, communication in print, radio, outdoor etc. They were everywhere !. but now times are changing. What customer seeks is more connect with the brand, how brand is helping him, how the brand is interacting with him, understanding him, growing with him like a friend, its no more a one sided relationship but two way and more demanding.
People don't buy products, people buy brands.
Why people connect with Lord Shiva and not Bramha ? Bramha is creator of the univerise, the mastermind, why less people connect with him? has he done less? no way!
Just like you want to be with people you connect with, brands also like to be with people who associate with them, who connect with them. On Social Media, The reason a post garners more response from the friend list is because they connected with the thought you posted.
Yes, the world is rational, if the basic core of the business are not met, then whatever you do will be a failure. What if the food of a restaurant is not good despite of having great ambiance and service and vice versa.How it will affect your decision to go to that restaurant next time?
Connect helps people to be with you for that 'Next time' ( Yes there is always a first time). Connect decides whether after experimenting you will choose Y over X. ( Given all other factors as constant).
Since life is all about people management ( From B2B to B2C to H2H- Human to Human, I found the term i was searching to express the essence of this blog) , brands also think that way. They think whom they have to manage. Brands are becoming close groups which are trying to connect its base in smaller ways going beyond the traditional way of pushing.
It is the Brand pull & connect which will matter more than the Brand Push in future.
So, did you connect with me somewhere in the blog?
Stay tuned
Vikas sachdeva
