namo's victory formula
Post on 03-Jun-2018
217 Views
Preview:
TRANSCRIPT
-
8/12/2019 NaMo's Victory Formula
1/108
-
8/12/2019 NaMo's Victory Formula
2/108
Who do youthink is goingto be our nextPM?
Christmas Day, 2013
-
8/12/2019 NaMo's Victory Formula
3/108
Hmmm
-
8/12/2019 NaMo's Victory Formula
4/108
The first namethat comes tomind is.
-
8/12/2019 NaMo's Victory Formula
5/108
NARENDRAMODI
-
8/12/2019 NaMo's Victory Formula
6/108
Hes beenthe CM of
Gujarat for 3terms
-
8/12/2019 NaMo's Victory Formula
7/108
His statehas seen
phenomenal
progress
Hes beenthe CM of
Gujarat for 3terms
-
8/12/2019 NaMo's Victory Formula
8/108
His statehas seen
phenomenal
progress
Hes beenthe CM of
Gujarat for 3terms
Hesdefinitely
better thanthe rest
-
8/12/2019 NaMo's Victory Formula
9/108
Meet Narendra Modi.
-
8/12/2019 NaMo's Victory Formula
10/108
PM candidate
-
8/12/2019 NaMo's Victory Formula
11/108
A Purveyor of Progress
-
8/12/2019 NaMo's Victory Formula
12/108
A Political Superstar
-
8/12/2019 NaMo's Victory Formula
13/108
And
-
8/12/2019 NaMo's Victory Formula
14/108
-
8/12/2019 NaMo's Victory Formula
15/108
-
8/12/2019 NaMo's Victory Formula
16/108
-
8/12/2019 NaMo's Victory Formula
17/108
Someone to everyone
-
8/12/2019 NaMo's Victory Formula
18/108
Our PMhmmm.
-
8/12/2019 NaMo's Victory Formula
19/108
And its all aboutus choosing the
PM!
-
8/12/2019 NaMo's Victory Formula
20/108
We choose someone who we perceive
appropriate and thats based on what we tellourselves
PrimeMinister
-
8/12/2019 NaMo's Victory Formula
21/108
And this is how we perceive..
-
8/12/2019 NaMo's Victory Formula
22/108
And this is how we perceive..
Honest
Confident
Committed
Inspiring
Effective
Efficient
Strong
Decisive
Resourceful
Adaptive
Man of the people
Smart
Commanding
Open
Organized
Accountable
Accessible
Down to earth
MediaSavvy
Can-do person
Respectful
Non corrupt
ConvincingTolerant
KnowledgeableEffective
Efficient
Firm Fair
Level headed
TechSavvy
Aspirational
Presence of mind
HumbleOrator
PrimeMinister
-
8/12/2019 NaMo's Victory Formula
23/108
Someone with these qualities
Honest
Confident
Committed
Inspiring
Effective
Efficient
Strong
Decisive
Resourceful
Adaptive
Man of the people
Smart
Commanding
Open
Organized
Accountable
Accessible
Down to earth
MediaSavvy
Can-do person
Respectful
Non corrupt
ConvincingTolerant
KnowledgeableEffective
Efficient
Firm Fair
Level headed
TechSavvy
Aspirational
Presence of mind
HumbleOrator
PrimeMinister
-
8/12/2019 NaMo's Victory Formula
24/108
And how we perceive, shapes our choice
-
8/12/2019 NaMo's Victory Formula
25/108
This is actually anatomy!
-
8/12/2019 NaMo's Victory Formula
26/108
That shapes our choice
RATIONALEMOTIONAL
-
8/12/2019 NaMo's Victory Formula
27/108
-
8/12/2019 NaMo's Victory Formula
28/108
All perception is reality
-
8/12/2019 NaMo's Victory Formula
29/108
In making a choice we always use ourperceived reality
-
8/12/2019 NaMo's Victory Formula
30/108
Our perceived reality apparatus while makinga choice
-
8/12/2019 NaMo's Victory Formula
31/108
Our perceived reality apparatus while makinga choice works as follows
We dont trust what Ads tell us
-
8/12/2019 NaMo's Victory Formula
32/108
Our perceived reality apparatus while makinga choice works as follows
We might trust what our friends tell us
We dont trust what Ads tell us
-
8/12/2019 NaMo's Victory Formula
33/108
Our perceived reality apparatus while makinga choice works as follows
We dont trust what Ads tell us
We might trust what our friends tell us
We most likely trust what someone like us tell us
-
8/12/2019 NaMo's Victory Formula
34/108
Our perceived reality apparatus while makinga choice works as follows
We dont trust what Ads tell us
We might trust what our friends tell us
We most likely trust what someone like us tell us
BUT we will always trust what we tell ourselves
-
8/12/2019 NaMo's Victory Formula
35/108
Our perceived reality apparatus while makinga choice works as follows
We dont trust what Ads tell us
We might trust what our friends tell us
We most likely trust what someone like us tell us
BUT we will always trust whatwe tell ourselves
-
8/12/2019 NaMo's Victory Formula
36/108
So how do we tell something that theytell themselves?
-
8/12/2019 NaMo's Victory Formula
37/108
So how do we tell something that theytell themselves?
The Youth
-
8/12/2019 NaMo's Victory Formula
38/108
So how do we tell something that theytell themselves?
The Youth The Farmer
-
8/12/2019 NaMo's Victory Formula
39/108
So how do we tell something that theytell themselves?
The Youth The Farmer The Senior Citizen
-
8/12/2019 NaMo's Victory Formula
40/108
And others
-
8/12/2019 NaMo's Victory Formula
41/108
-
8/12/2019 NaMo's Victory Formula
42/108
1. We first start with a good product..
2. Then power it with great marketing
-
8/12/2019 NaMo's Victory Formula
43/108
So, To begin with we need a good product
-
8/12/2019 NaMo's Victory Formula
44/108
Not that we had too much of a choice.
-
8/12/2019 NaMo's Victory Formula
45/108
Brain scans confirmed that people don't just think
that the more expensive iPhone compared tocheaper clones worked better
-
8/12/2019 NaMo's Victory Formula
46/108
It actually did work better
-
8/12/2019 NaMo's Victory Formula
47/108
Good marketing will kill a bad product faster
-
8/12/2019 NaMo's Victory Formula
48/108
Hence you need a good product to begin with.
But in a hyper connected world, where consumers
-
8/12/2019 NaMo's Victory Formula
49/108
yp ,are exposed to 5219 brand exposures every day,ONLY a few win.
-
8/12/2019 NaMo's Victory Formula
50/108
Because, marketing is complicated these days
-
8/12/2019 NaMo's Victory Formula
51/108
Brands continue to use traditional and remindermedia to generate action.
Stimulus
Brand Market ing
ATL + BTL
Traditional + Reminder Media
Desired Action
-
8/12/2019 NaMo's Victory Formula
52/108
But it results ONLY in interaction and not the desiredaction.
Stimulus Interaction
-
8/12/2019 NaMo's Victory Formula
53/108
Between stimulus and desired action lies interaction
Stimulus Interaction Desired Action
-
8/12/2019 NaMo's Victory Formula
54/108
The challenge is to drive interaction to desiredaction.
Stimulus Desired ActionInteraction
-
8/12/2019 NaMo's Victory Formula
55/108
Customer Value Maximization helps you overcomethis challenge
Stimulus Desired ActionInteraction
-
8/12/2019 NaMo's Victory Formula
56/108
So whats thiswinning marketing
formula? How did
Modi make this last
mile connection with
the electorate?
-
8/12/2019 NaMo's Victory Formula
57/108
How did Modi convert
Brand Modi
interactions to
desired action(Votes)?
-
8/12/2019 NaMo's Victory Formula
58/108
Using Customer Value
Maximization
-
8/12/2019 NaMo's Victory Formula
59/108
But how does
Customer Value
Maximization work?
-
8/12/2019 NaMo's Victory Formula
60/108
Customer Value Maximization combinesCommunication with Analytics and Technologythat converts marketing stimulus to desiredoutcomes.
-
8/12/2019 NaMo's Victory Formula
61/108
All of us knew about these people
-
8/12/2019 NaMo's Victory Formula
62/108
But we couldnt place our faith in them!
-
8/12/2019 NaMo's Victory Formula
63/108
Both did conventional brand marketingBUT couldnt influence the majority of us
-
8/12/2019 NaMo's Victory Formula
64/108
And this is what
happens to all
brands today
-
8/12/2019 NaMo's Victory Formula
65/108
Because we dont trustwhat Ads tell us, andmight trust what ourfriends tell us, most
likely trust what someonelike us tell us, BUT
always trust what we tellourselves
-
8/12/2019 NaMo's Victory Formula
66/108
Modi delivered us astory
A story thatresonated. and astory we embracedand told ourselves
-
8/12/2019 NaMo's Victory Formula
67/108
And a story they told themselves
The Youth The Farmer The Senior Citizens
-
8/12/2019 NaMo's Victory Formula
68/108
The average voter was aware of the choices due to
branding, PR, and advertising by the Politician,media proliferation or self initiated discovery
STIMULUS
ATL + BTL
Traditional + Reminder Media
-
8/12/2019 NaMo's Victory Formula
69/108
But peoplechoose Modi
-
8/12/2019 NaMo's Victory Formula
70/108
Because he used Customer Value Maximization toinfluence interactions to actions
Stimulus Desired ActionInteraction
-
8/12/2019 NaMo's Victory Formula
71/108
But what
happensbetween
interactionsand actions?
-
8/12/2019 NaMo's Victory Formula
72/108
Customer Value Maximization Zone
INTERACTION
C o m m u n i t y
CommunicationRelevant brandcommunication atevery customerinteraction
TechnologiesManagement of allinteractions usingrelevant marketingtechnologies
AnalyticsTrack, measure,analyze and predictcustomer actions andbehavior
DESIRED ACTION
-
8/12/2019 NaMo's Victory Formula
73/108
Customer Value Maximization usescommunication, analytics and technology to
convert interactions to desired action.
INTERACTION
C o m m u n i t y
CommunicationRelevant brandcommunication atevery customerinteraction
TechnologiesManagement of allinteractions usingrelevant marketingtechnologies
AnalyticsTrack, measure,analyze and predictcustomer actions andbehavior
DESIRED ACTION
-
8/12/2019 NaMo's Victory Formula
74/108
Communication Its not about what you say,its about what others get from it
-
8/12/2019 NaMo's Victory Formula
75/108
Communication aspects
SOLUTION
1. Communication that is situational drivenby need and addresses the sensibiltiesof each personality.
2. Ask yourself whats in it for thecustomer to give me his media- time?
3. How can I make it more relevant andinteresting?
ASPECTS
1. Identity
2. Context
3. Personalization
4. Experience
5. Usability6. Media
-
8/12/2019 NaMo's Victory Formula
76/108
Lets take Shilpa Shetty. Her acting career wasirrelevant. She was irrelevant. What made her
famous was her story, about fighting againstracism on global TV.
-
8/12/2019 NaMo's Victory Formula
77/108
There are a lot good actors out there. But there
arent a lot of good stories .
-
8/12/2019 NaMo's Victory Formula
78/108
"Like Shilpa Shetty, Narendra Modi had a goodstory in fact a lot of good stories"
-
8/12/2019 NaMo's Victory Formula
79/108
Context sensitive speeches rousing the sentiment
of the local people identified him as one of TheFarmer
I i 360 d bli F
-
8/12/2019 NaMo's Victory Formula
80/108
Immersive, 360 degree public engagements; Fromover the top stage productions, to humbling
stories of Modis dedication and everything inbetween; a Modi experience was available toeveryone
-
8/12/2019 NaMo's Victory Formula
81/108
The BJP Lotus symbol, chants like Chai peCharcha and Ab ki Baar , Modi Sarkar,established brand Modi
-
8/12/2019 NaMo's Victory Formula
82/108
Sites extolling his virtues and successeswere launched and Modis perceivedaccessibility made him the subject of varioussocial communications
-
8/12/2019 NaMo's Victory Formula
83/108
From TVCs to radio and print, from digital to
merchandising and beyond, Modi was on thescreens and minds of everyone
-
8/12/2019 NaMo's Victory Formula
84/108
What do yousee in the
aboveimage?
-
8/12/2019 NaMo's Victory Formula
85/108
A loving
couple with aman holding awoman from
behind?
-
8/12/2019 NaMo's Victory Formula
86/108
Oh. But didyou see thedolphins?
-
8/12/2019 NaMo's Victory Formula
87/108
Whatdolphins?
It ll b t h t th b i i i d t ti If
-
8/12/2019 NaMo's Victory Formula
88/108
Its all about what the brain is primed to notice. Ifyou know how to see a certain pattern, youre
more likely to see that pattern.
-
8/12/2019 NaMo's Victory Formula
89/108
People chose to ignore the fact that Tamil Nadu
had better progress statistics than Gujarat
-
8/12/2019 NaMo's Victory Formula
90/108
Modi effectively used the content variety be it own
produced content, community generated contentor political opponent generated content
Me on Me (His achievements)
Me on Him (Position on adversary)
Him on Him (Offensive statements)
-
8/12/2019 NaMo's Victory Formula
91/108
Analytics Its about whats working, whatsnot and what possibly will
-
8/12/2019 NaMo's Victory Formula
92/108
Analytics aspectsSOLUTION
1. Shift from campaign based, mass-communications to context sensitive and
personalized messages:2. Micro segmentation or even individual
customers
3. Build customer life-time communicationplans rather than campaigns
4. For every of your current initiatives,
validate how customers can really talkback (and who listens).
5. Look at the explicit and implicit promisesyou make, and check whether they arekept.
ASPECTS
1. Omni-channel data
2. Segment reports3. Real time streams
4. Predictive insights
-
8/12/2019 NaMo's Victory Formula
93/108
Modis analytics team found these were not
sufficient and a multi-media campaign wasexecuted
Im a great PM ...
DIRECT SALES ADVERTISING
Im a great PM ... Hes a *GREAT* PM !!
REPUTATION
He is a
great
PM
Yes I
agree.
Low trust conversion Medium trust conversion High trust conversion
-
8/12/2019 NaMo's Victory Formula
94/108
Data from the past 6 elections and the partys owndata were combined and segmented acrossdemographic and socio-economic levels across400 constituencies for personalized targeting
-
8/12/2019 NaMo's Victory Formula
95/108
Modis campaign was thus, able to target the youthdemographic that was estimated to be about 150million
-
8/12/2019 NaMo's Victory Formula
96/108
Real time monitoring and contextual advertising ofModis prowess
Click here for jobs in Delhi
-
8/12/2019 NaMo's Victory Formula
97/108
Real time monitoring and contextual advertising ofModis prowess
Click here for jobs in Delhi
There are no Jobs in Delhi.
India deserves better. Vote for BJP
-
8/12/2019 NaMo's Victory Formula
98/108
Technology Its about reaching your customer at
a time she wants to listen you on a device sheprefers
-
8/12/2019 NaMo's Victory Formula
99/108
Technology aspectsSOLUTION
1. Shift from campaign based, mass -communication to context sensitive andpersonalized messages
2. Change your budget and peoplestructure to accommodate this changedreality.
ASPECTS
1. Big data stack
2. Real time technologies3. Multi-device / screen cast
-
8/12/2019 NaMo's Victory Formula
100/108
Data Analysis and Data Collection tools were
employed to collate trending social information forinstant trend identification.
-
8/12/2019 NaMo's Victory Formula
101/108
Real time communication on channels such as
Twitter, Facebook and WhatsApp struck a chordwith youth influencers
-
8/12/2019 NaMo's Victory Formula
102/108
Multi screen broadcast of rallies and speeches
across TV, web, mobile and even toll free phoneswas a big hit.
-
8/12/2019 NaMo's Victory Formula
103/108
The onus was to reach people, wherever they
were, via whatever medium they were comfortablewith
-
8/12/2019 NaMo's Victory Formula
104/108
And the outcome
-
8/12/2019 NaMo's Victory Formula
105/108
So this isCustomer
ValueMaximization!
http://bit.ly/1mdUfqn -
8/12/2019 NaMo's Victory Formula
106/108
For a detailedanalysis, check
this report
http://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqn -
8/12/2019 NaMo's Victory Formula
107/108
AcknowledgementsThe author of this report is Srinivas Chari and the Solutions Team, Xerago .
Srini leads, manages client solutions and marketing at
XeragoRam manages client solutions at Xerago
Suraj handles the research and analysis at Xerago
Sashi manages marketing for Xerago
Ram SurajSashiSrini
Grateful thanks to the following for visual and data source http://techhoot.com/narendra-modi-elected-prime-minister-worlds-largest-democracy/ http://event utimes ru/news/242
http://www.xerago.com/http://www.linkedin.com/in/srinivascharihttp://www.linkedin.com/in/rramprabhakarhttp://www.linkedin.com/pub/suraj-suryanarayanan/58/356/808http://www.linkedin.com/in/sashirajasekaranhttp://www.linkedin.com/in/sashirajasekaranhttp://www.linkedin.com/in/sashirajasekaranhttp://www.linkedin.com/pub/suraj-suryanarayanan/58/356/808http://www.linkedin.com/pub/suraj-suryanarayanan/58/356/808http://www.linkedin.com/in/rramprabhakarhttp://www.linkedin.com/in/srinivascharihttp://www.xerago.com/ -
8/12/2019 NaMo's Victory Formula
108/108
http://event.utimes.ru/news/242 http://www.hdwallshub.com/politicians/narendra-modi-hd http://hdwallpaperes.com/phototag/fund/ http://namowalls.blogspot.in/2014/01/narendra-modi-hd-wallpapers.html http://www.bhaskar.com/article/NAT-bjp-narendra-modi-in-lok-sabha-elections-news-in-hindi-4480387-NOR.html http://www.niticentral.com/2013/09/15/glimpses-modi-arouses-haryana-faujis-overwhelmed-133203.html http://www.theunrealtimes.com/2014/02/25/narendra-modi-ropes-in-kamal-haasan-to-conceive-new-looks-for-future-rallies/ http://narendramodi-primeminister.blogspot.in/
http://doves.edu.in/?cat=4 http://mehtaworld.wordpress.com/2014/03/30/three-shades-of-grey/ http://eldia.com.do/apple-sacara-un-iphone-con-la-pantalla-curva/ http://applekzn.com/catalogue/apple-iphone-5s-16gb-silver_81/ http://networkplay.in/solutions/brand/ http://funny-pictures.picphotos.net/arvind-kejriwal-aam-aadmi-party-leader-arvind-kejriwal-hd/ http://www.nydailynews.com/news/photos-day-world-july-3-gallery-1.1389468?pmSlide=4 shahlabandari.wordpress.com ibnlive.in.com volunteer.india272.com http://www.niticentral.com/2014/05/15/rise-of-narendra-modi-good-news-for-meritocracy-223843.html www.bjpgujarat.org http://www.india272.com/narendra-modi/ http://www.thenamostore.com/ vidasana.com.sv http://gurukripa.wordpress.com/2008/09/02/guruji-and-youth/ www.veooz.com www.india272.com http://www.thenamostore.com/ www.india272.com http://newseastwest.com/the-abcs-of-modi-raj/ http://www.youtube.com/watch?v=dPWEqgpa6d4 www.bjp.org https://blogs.wsj.com/indiarealtime/tag/bjp/ davidparker9.wordpress.com http://articles.economictimes.indiatimes.com/2012-12-20/news/35933818_1_congress-in-himachal-pradesh-saffron-party-keshubhai-patel http://www.dnaindia.com/india/slideshow-narendra-modi-flaunts-his-kite-flying-skills-at-the-international-kite-festival-in-ahmedabad-1949715
http://www.truthofgujarat.com/prajatantra-vs-rajashahi-arvind-kejriwal-vs-narendra-modi/ http://www.stockpicturesforeveryone.com/2013/06/old-rural-indian-men-portraits-and.html www.rolibooks.com indiancag.org donate.bjp.org tech.firstpost.com http://newseastwest.com/the-abcs-of-modi-raj/ www.projectchallenge.com
bl ki i
top related