When I tell people that I help companies understand new media, and how to use it to their benefit, most people look at me and say - "by new media you mean the internet, right..? what else is there??!".
In the beginning, I used to get stumped by the ignorance behind this assumption. I used to be apalled by the fact that even seasoned communication professionals in advertising and public relations think:
a) there's nothing more to new age communication than the internet, and
b) that there's nothing more to the internet than websites, banner ads and email!
Well, yes there is more, and I will attempt to briefly summarise what I know and share as part of my day job.
In my mind "New Media" is anything that can be used as a tool for communication with new age consumers and audiences. It just so happens that the internet occupies a huge part of their lives, followed by the omnipresent and omnipotent mobile phone... that's new media too!
In fact as much as we use tools born out of new technologies, I would classify innovations in conventional media as new media too. As long as they acquire the dynamism that can match the unpredictable free-flowing behavioral and consumption patterns of our audiences today.
So portable billboards that follow their audiences, rejuvinated conventional radio channels, cell broadcasts, multimedia streaming by bluetooth to handheld devices... they all are new media.
And when it comes to the internet, the usual suspects like websites, chat rooms and blogs aside, you should look at social networking groups, messenger services, wikis, and community generated hang outs - like youtube. The list is endless and evolving even as you read this post.
The amazing thing about new media, is also that it's a great internal communication tool. For example, did you know:
1. That you can make real time, online Powerpoint presentations with sound and you speaking to anyone, anywhere in the world, using MSN Messenger... which is actually yours to download for free!
2. That you can make audio visuals that look and sound as good as a slickly produced film, using MS Powerpoint?
3. That you needn't invest in any expensive Intranets and/or ERP systems, if you simply change mindsets and create of culture checking and responding to email promptly?
I'm just skimming the surface here... really! You won't believe it, but most of us use our PCs (or a Mac) like we use our minds - at just about 3% of their actual potential or capacity! And to maximise the potential of your PC, you don't need any fancy computer science degrees. You just need the desire to learn, supported by a whole lot of curiosity.
Think about it. Explore that PC on your desktop or lap. But if that's too much to ask, you know who to call!
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Showing posts with label Blatant Self Promotion. Show all posts
Showing posts with label Blatant Self Promotion. Show all posts
Monday, November 20, 2006
Thursday, November 02, 2006
The Great Indian "Superbike" Dilemma
Every couple of weeks I open a newspaper or magazine in India, to see these gorgeous photographs of superbikes (like the one above), with accompanying headlines like "the superbikes are coming!" and alternately "the big bike question" (ET AutoMania, 2nd November 2006).
Enticed enough by the visuals, I end up reading the article, only to discover either:
1. The "superbike" planned by some company or the other is a 180cc or at best a 220cc (!) wannabe superbike.
2. The article interviews half a dozen top executives from Bajaj, Hero Honda, Honda, Yamaha and Suzuki about them introducing real superbikes (500cc and above), only to conclude that Indian roads (!) are not ready for these superbikes, and they will not be successful (?)
Give me a break! Being a superbike fan, I am not even going to address the first point, because you have to be daft to put "220cc" and "superbike" in the same sentence (yuck, it hurts to even say that!).
As for point 2) the conclusion that Indian roads are not ready and they won't be successful, shows either a complete lack of understanding of the market/consumer insights, a lack of guts and something lower, or simply reflects a case of "sour grapes"!
Let's consider each element of the case against the launch of superbikes in India, one by one, and see what makes sense, and what does not:
1. "Indian roads are not suited for superbikes"
- It is not about the road, silly! It is about the bike and the passion to ride one!
- Indian roads are as good or as bad as roads in Bangkok, Johannesburg, Lima, Mexico city and Rome, to name just a few. And we haven't heard them complaining, have we?
- The point is, these bikes will never be used for day-to-day-commutes to places like Chandni Chowk or Lower Parel. But they will be used for thrill seeking and statement making.
- For the thrill seekers, places like Delhi-Gurgaon Jaipur highway, the Mumbai-Pune Expressway, the Hyderabad-Secunderabad Tank Bund will do. For some, even two spins through Phoenix Mills and the malls in Gurgaon will give the desired satisfaction!
- Anyway, most of these bikes are best enjoyed at night, when the toy bikes and cars have gone home to bed, and every street becomes a super-highway!
2. "won't be successful"
- How do you define success? Compared to the 100cc, 100kmpl motor-bicycles that are consumed by the millions in this country?
- You've got to be more realistic. Even in the rich countries they don't sell as many superbikes as perhaps one Hero Honda dealer would sell in New Delhi!
Now, for my perspective, on what would help - not rocket science, but a little common sense!
1. Belief Systems: First and foremost get your own mind in order! Anything is possible if you put your mind to it.
2. Honesty: The problem isn't the roads, it's the numbers - if it does not make business sense for you, say that. If taxes and laws are killing, explain. Don't blame the roads and other irrelevant aspects. If you identify the problem correctly, you will always find relevant solutions.
3. Understanding your audiences: You have two kinds - the passionate money-bags and the passionate money-lacks.
- With the passionate money-bags, eliminate the fears (put there yourself, and by your peers) of bad roads, and sell the bikes which you have so lovingly created.
- For the passionate money-lacks, just organise the finance! I rememember, the BMW 650 launched many years ago cost as much as 3 cars at a time when people couldn't even afford 1! And when I went to a Yamaha showroom last year to see their proposed Royal Star, I was told I would have to cough up around 900,000 rupees without any chance of finance! I may be bike looney, but ain't bloody loaded, so help me out here!
India is a vibrant dynamic country. The economy is booming. And the kids here (18 to 40 year olds) are ready to take on additional financial EMIs, if you promise enough social and emotional ROI.
If this gets the wheels in your head moving, puts serious superbike plans into gear in your company, I along with plenty others will be delighted. And if you decide to give me a call to help out with the strategy, I'd be ecstatic!
Enticed enough by the visuals, I end up reading the article, only to discover either:
1. The "superbike" planned by some company or the other is a 180cc or at best a 220cc (!) wannabe superbike.
2. The article interviews half a dozen top executives from Bajaj, Hero Honda, Honda, Yamaha and Suzuki about them introducing real superbikes (500cc and above), only to conclude that Indian roads (!) are not ready for these superbikes, and they will not be successful (?)
Give me a break! Being a superbike fan, I am not even going to address the first point, because you have to be daft to put "220cc" and "superbike" in the same sentence (yuck, it hurts to even say that!).
As for point 2) the conclusion that Indian roads are not ready and they won't be successful, shows either a complete lack of understanding of the market/consumer insights, a lack of guts and something lower, or simply reflects a case of "sour grapes"!
Let's consider each element of the case against the launch of superbikes in India, one by one, and see what makes sense, and what does not:
1. "Indian roads are not suited for superbikes"
- It is not about the road, silly! It is about the bike and the passion to ride one!
- Indian roads are as good or as bad as roads in Bangkok, Johannesburg, Lima, Mexico city and Rome, to name just a few. And we haven't heard them complaining, have we?
- The point is, these bikes will never be used for day-to-day-commutes to places like Chandni Chowk or Lower Parel. But they will be used for thrill seeking and statement making.
- For the thrill seekers, places like Delhi-Gurgaon Jaipur highway, the Mumbai-Pune Expressway, the Hyderabad-Secunderabad Tank Bund will do. For some, even two spins through Phoenix Mills and the malls in Gurgaon will give the desired satisfaction!
- Anyway, most of these bikes are best enjoyed at night, when the toy bikes and cars have gone home to bed, and every street becomes a super-highway!
2. "won't be successful"
- How do you define success? Compared to the 100cc, 100kmpl motor-bicycles that are consumed by the millions in this country?
- You've got to be more realistic. Even in the rich countries they don't sell as many superbikes as perhaps one Hero Honda dealer would sell in New Delhi!
Now, for my perspective, on what would help - not rocket science, but a little common sense!
1. Belief Systems: First and foremost get your own mind in order! Anything is possible if you put your mind to it.
2. Honesty: The problem isn't the roads, it's the numbers - if it does not make business sense for you, say that. If taxes and laws are killing, explain. Don't blame the roads and other irrelevant aspects. If you identify the problem correctly, you will always find relevant solutions.
3. Understanding your audiences: You have two kinds - the passionate money-bags and the passionate money-lacks.
- With the passionate money-bags, eliminate the fears (put there yourself, and by your peers) of bad roads, and sell the bikes which you have so lovingly created.
- For the passionate money-lacks, just organise the finance! I rememember, the BMW 650 launched many years ago cost as much as 3 cars at a time when people couldn't even afford 1! And when I went to a Yamaha showroom last year to see their proposed Royal Star, I was told I would have to cough up around 900,000 rupees without any chance of finance! I may be bike looney, but ain't bloody loaded, so help me out here!
India is a vibrant dynamic country. The economy is booming. And the kids here (18 to 40 year olds) are ready to take on additional financial EMIs, if you promise enough social and emotional ROI.
If this gets the wheels in your head moving, puts serious superbike plans into gear in your company, I along with plenty others will be delighted. And if you decide to give me a call to help out with the strategy, I'd be ecstatic!
Tuesday, October 31, 2006
noshtradamus here here
I've been using Blogger for a while now to air thoughts, opinions and news I gather about communication in general. It has been great, and I have a huge number of shy people reading my blog regularly. Yes, I'm saying shy because while the comments are few and far between, Statcounter tells me there are loads of people tuning in!
Now I also like the way wordpress looks, and the customisation it offers. So I'm actually going to publish my thoughts from both blogsites simultaneously. So you can read me like this, or like this.
Well however you may choose to patronise noshtradamus, I appreciate your visits. And hope I can keep giving you value for your time spent here.
Thanks and Regards,
noshtradamus
.
Now I also like the way wordpress looks, and the customisation it offers. So I'm actually going to publish my thoughts from both blogsites simultaneously. So you can read me like this, or like this.
Well however you may choose to patronise noshtradamus, I appreciate your visits. And hope I can keep giving you value for your time spent here.
Thanks and Regards,
noshtradamus
.
Wednesday, October 18, 2006
What's someone like you, doing in a place like this?
Reading my previous post on the ICCO Global Summit a lot of people asked 'what on earth was I doing at a Summit for PR professionals??' I mean, I am a student of economics, with a hardcore advertising and marketing background, and I'm now making a living out of strategic design and new media consultancy... where does this PR jamboree fit in??
While I think even the organisers of the Summit underestimated the potential of something like this, and hence only targetted (and got) PR folks to attend the Summit.
However, if you look at the agenda you'll notice it had far more to offer than what you'd expect from conventional public relations. And not living and operating out of any specific industry silo, I was quick to spot the learning opportunity!
You see as boundaries between advertising agencies, pr firms and marketing consultants begin to blur and even compete with each other (an they should, if they want to retain their jobs and premium remunerations) it becomes all the more important to know what 'the other side' is thinking.
The name full form of ICCO (International Communications Consultancy Organisation) alone should have got other folks interested. I mean aren't all the above mentioned (ad, pr & mktg) people communication consultants really?
Next practices... the changing face of the consumer and the changing face of communication... the internet... opportunities in India and China... talent, measurement... aren't they relevant to anyone who's in the communication business?
If your answer is 'no' - buddy, you better have a fat bank balance on your side, or an alternate career path as a pan handler all mapped out - because you're certainly going to need it, sooner or later.
If your answer is 'yes they are relevant', but missed this opportunity, just stick around - and let noshtradamus guide you through the learnings in the next couple of weeks!
While I think even the organisers of the Summit underestimated the potential of something like this, and hence only targetted (and got) PR folks to attend the Summit.
However, if you look at the agenda you'll notice it had far more to offer than what you'd expect from conventional public relations. And not living and operating out of any specific industry silo, I was quick to spot the learning opportunity!
You see as boundaries between advertising agencies, pr firms and marketing consultants begin to blur and even compete with each other (an they should, if they want to retain their jobs and premium remunerations) it becomes all the more important to know what 'the other side' is thinking.
The name full form of ICCO (International Communications Consultancy Organisation) alone should have got other folks interested. I mean aren't all the above mentioned (ad, pr & mktg) people communication consultants really?
Next practices... the changing face of the consumer and the changing face of communication... the internet... opportunities in India and China... talent, measurement... aren't they relevant to anyone who's in the communication business?
If your answer is 'no' - buddy, you better have a fat bank balance on your side, or an alternate career path as a pan handler all mapped out - because you're certainly going to need it, sooner or later.
If your answer is 'yes they are relevant', but missed this opportunity, just stick around - and let noshtradamus guide you through the learnings in the next couple of weeks!
Saturday, December 03, 2005
So, How you doin' ?!
It's perhaps one of the most redundant question we're asked every day... wherein the person who asks will perhaps get surprised, if you answer the question - truthfully, that is!
My question is, how many of us actually ask ourselves this question? And how many of us can actually answer ourselves truthfully?
Highs, Lows, Delights, Frustrations, Loves, Lusts, Hates, Truths, Untruths... they all add up to, or subtract from your balance sheet of life, defining your current state of mind and the way you approach the future.
The above also defines the way you will interact with people you come across in your life every day. And it will define their perception of you - at work and at play.
The fact is, who you are and what you do - in other words, "your reality" is entirely in your hands to nourish, nurture and project.
The first step of course is an unbiased self assessment - and if that's tough, talk to people who you trust - to be honest.
Does this sound strange to you, doing a 'personality' or 'life' audit? Why?? Don't we do it all the time at work? Don't we ask questions about our Company and our Brands? Don't we use this knowledge to our advantage - building on the positives, and working on the negatives?
We're no different. We are Brands ourselves. And if we look at ourselves objectively, life ahead will be much simpler. We'll not only be able to add value to our own existence by exploiting our positives, and filling in our need gaps, we'll also find great joy and satisfaction in adding value to the lives of those around us.
To tell you how seriously I take this, check out an audit of my own life. Courtesy of the internet of course!!
My question is, how many of us actually ask ourselves this question? And how many of us can actually answer ourselves truthfully?
Highs, Lows, Delights, Frustrations, Loves, Lusts, Hates, Truths, Untruths... they all add up to, or subtract from your balance sheet of life, defining your current state of mind and the way you approach the future.
The above also defines the way you will interact with people you come across in your life every day. And it will define their perception of you - at work and at play.
The fact is, who you are and what you do - in other words, "your reality" is entirely in your hands to nourish, nurture and project.
The first step of course is an unbiased self assessment - and if that's tough, talk to people who you trust - to be honest.
Does this sound strange to you, doing a 'personality' or 'life' audit? Why?? Don't we do it all the time at work? Don't we ask questions about our Company and our Brands? Don't we use this knowledge to our advantage - building on the positives, and working on the negatives?
We're no different. We are Brands ourselves. And if we look at ourselves objectively, life ahead will be much simpler. We'll not only be able to add value to our own existence by exploiting our positives, and filling in our need gaps, we'll also find great joy and satisfaction in adding value to the lives of those around us.
To tell you how seriously I take this, check out an audit of my own life. Courtesy of the internet of course!!
| This Is My Life, Rated | |
| Life: |  9.5 |
| Mind: |  8.9 |
| Body: | 8.6 |
| Spirit: | 8.8 |
| Friends/Family: |  6.5 |
| Love: | 10 |
| Finance: | 9.1 |
| Take the Rate My Life Quiz | |
Thursday, October 27, 2005
Doing it finally
You can read about it. You can talk about it. You can even recommend it to friends and family. But it all means nothing, if you haven't done it yourself.
I'm talking about blogging. And I'm talking about it on my very own blog - Cheers!
Now having put that initial excitement online, I've got to think about what I'm going to publish next, and hopefully not before long!
Thanks for dropping by, and see you later.
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