namo's victory formula

8/12/2019 NaMo's Victory Formula

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Who do youthink is goingto be our nextPM?

Christmas Day, 2013


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Hmmm


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The first namethat comes tomind is.


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NARENDRAMODI


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Hes beenthe CM of

Gujarat for 3terms


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His statehas seen

phenomenal

progress

Hes beenthe CM of

Gujarat for 3terms


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His statehas seen

phenomenal

progress

Hes beenthe CM of

Gujarat for 3terms

Hesdefinitely

better thanthe rest


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Meet Narendra Modi.


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PM candidate


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A Purveyor of Progress


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A Political Superstar


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And


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Someone to everyone


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Our PMhmmm.


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And its all aboutus choosing the

PM!


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We choose someone who we perceive

appropriate and thats based on what we tellourselves

PrimeMinister


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And this is how we perceive..


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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


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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


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And how we perceive, shapes our choice


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This is actually anatomy!


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That shapes our choice

RATIONALEMOTIONAL


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All perception is reality


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In making a choice we always use ourperceived reality


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Our perceived reality apparatus while makinga choice


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Our perceived reality apparatus while makinga choice works as follows

We dont trust what Ads tell us


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We might trust what our friends tell us



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We most likely trust what someone like us tell us


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BUT we will always trust what we tell ourselves


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BUT we will always trust whatwe tell ourselves


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So how do we tell something that theytell themselves?


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The Youth


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The Youth The Farmer


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The Youth The Farmer The Senior Citizen


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And others


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1. We first start with a good product..

2. Then power it with great marketing


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So, To begin with we need a good product


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Not that we had too much of a choice.


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Brain scans confirmed that people don't just think

that the more expensive iPhone compared tocheaper clones worked better


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It actually did work better


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Good marketing will kill a bad product faster


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Hence you need a good product to begin with.

But in a hyper connected world, where consumers


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yp ,are exposed to 5219 brand exposures every day,ONLY a few win.


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Because, marketing is complicated these days


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Brands continue to use traditional and remindermedia to generate action.

Stimulus

Brand Market ing

ATL + BTL

Traditional + Reminder Media

Desired Action


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But it results ONLY in interaction and not the desiredaction.

Stimulus Interaction


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Between stimulus and desired action lies interaction

Stimulus Interaction Desired Action


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The challenge is to drive interaction to desiredaction.

Stimulus Desired ActionInteraction


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Customer Value Maximization helps you overcomethis challenge



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So whats thiswinning marketing

formula? How did

Modi make this last

mile connection with

the electorate?


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How did Modi convert

Brand Modi

interactions to

desired action(Votes)?


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Using Customer Value

Maximization


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But how does

Customer Value

Maximization work?


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Customer Value Maximization combinesCommunication with Analytics and Technologythat converts marketing stimulus to desiredoutcomes.


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All of us knew about these people


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But we couldnt place our faith in them!


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Both did conventional brand marketingBUT couldnt influence the majority of us


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And this is what

happens to all

brands today


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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


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Modi delivered us astory

A story thatresonated. and astory we embracedand told ourselves


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And a story they told themselves

The Youth The Farmer The Senior Citizens


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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


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But peoplechoose Modi


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Because he used Customer Value Maximization toinfluence interactions to actions



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But what

happensbetween

interactionsand actions?


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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


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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


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Communication Its not about what you say,its about what others get from it


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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


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Lets take Shilpa Shetty. Her acting career wasirrelevant. She was irrelevant. What made her

famous was her story, about fighting againstracism on global TV.


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There are a lot good actors out there. But there

arent a lot of good stories .


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"Like Shilpa Shetty, Narendra Modi had a goodstory in fact a lot of good stories"


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Context sensitive speeches rousing the sentiment

of the local people identified him as one of TheFarmer

I i 360 d bli F


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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


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The BJP Lotus symbol, chants like Chai peCharcha and Ab ki Baar , Modi Sarkar,established brand Modi


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Sites extolling his virtues and successeswere launched and Modis perceivedaccessibility made him the subject of varioussocial communications


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From TVCs to radio and print, from digital to

merchandising and beyond, Modi was on thescreens and minds of everyone


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What do yousee in the

aboveimage?


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A loving

couple with aman holding awoman from

behind?


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Oh. But didyou see thedolphins?


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Whatdolphins?

It ll b t h t th b i i i d t ti If


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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.


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People chose to ignore the fact that Tamil Nadu

had better progress statistics than Gujarat


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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)


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Analytics Its about whats working, whatsnot and what possibly will


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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


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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


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Data from the past 6 elections and the partys owndata were combined and segmented acrossdemographic and socio-economic levels across400 constituencies for personalized targeting


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Modis campaign was thus, able to target the youthdemographic that was estimated to be about 150million


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Real time monitoring and contextual advertising ofModis prowess

Click here for jobs in Delhi


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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


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Technology Its about reaching your customer at

a time she wants to listen you on a device sheprefers


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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


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Data Analysis and Data Collection tools were

employed to collate trending social information forinstant trend identification.


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Real time communication on channels such as

Twitter, Facebook and WhatsApp struck a chordwith youth influencers


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Multi screen broadcast of rallies and speeches

across TV, web, mobile and even toll free phoneswas a big hit.


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The onus was to reach people, wherever they

were, via whatever medium they were comfortablewith


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And the outcome


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So this isCustomer

ValueMaximization!
http://bit.ly/1mdUfqn


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For a detailedanalysis, check

this report
http://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqnhttp://bit.ly/1mdUfqn


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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/


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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

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