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Secrets of Super Successful Video Marketing

Marketing is the art of communication; to communicate an idea/educate the consumer about new product or service that is being offered at a new price point or with new features or with better customer service.   Effective Communication has four parts to it The Content The Intent The Process & The Emotion Video is best at conveying all of them. Video is the most engaging and immersive form of communication there is, to reach the mass market. It engages the most number of senses of the viewer. So much so that there are entire billion dollar industries offering video as a product. As a result, video marketing is being pursued for decaded successfully by many companies to communicate ideas using various genre like Humor by Fevicol, Fear for Quit Smoking campaigns, Demo or Educating Video ads like Whirlpool Refrigerators, Social message involving ads like Ariel, Video ads with jingles such as Humara Bajaj & Nirma and many more. Today video marketing has become bigger and more important than ever. So what’s stopping companies from catching on to this trend more rapidly? Here are the major hurdles that are stopping companies from leveraging the full potential of video Making Cost: Traditionally it’s been very costly to hire models, writers, directors, gear or a video agency. And often the video agencies do not market or distribute the video. We at Vartile, get our dopamine from creative and inspiring work hence, we work on both making the video and also marketing it with very approachable prices starting from 60,000 INR. Distribution:                 Traditionally video ads found their prominence in TVs and Movie...

How to make an awesome corporate presentation

What do you consider as an insanely amazing presentation? The one which talks all about you or, the one which is full of different kind of information and charts? We think either way are boring and completely washed out. There must be a good reason why everyone thinks business presentation are dull and monotonous because otherwise, we see them as a movie which is full of action, drama and a mind blowing climax. Still figuring how to make an awesome corporate presentation? Don’t worry we have your back. Start with:   A smashing entry         The beginning of your presentation is the most crucial part because it decides whether it keeps your audience attention with you till the end or not. It doesn’t need to be dramatic but memorable. Bring up the curiosity level of your audience by talking about something completely unexpected and then go straight to your point. This will get your audience listen to you in anticipation.   Show them what you’re talking about       Your presentation is incomplete without compelling visuals. Isn’t it better to show your idea instead of just talking about it? People believe what they see therefore it helps you to convince them in an easy and better way about your product or service.     Keep it short, keep it clear       The first formula of a great presentation is ‘Stop bragging about you right now’. The one thing you want to avoid is losing your audience concentration. So put a full stop on all that needless details and start focussing on what’s really...

Why every business needs video marketing in 2017

As a marketer, our biggest objective is to reach the customers by understanding what they want with a product or service. That’s when the bigger picture comes in the scenario – Marketing. Marketing is all about achieving corporate goals by exceeding customer expectations better than your competitor. Well, there are countless options to bring off the effects but are they that effective? What if you get all the mileage by just one marketing tool – Video? It’s true, Video marketing is an extremely cool way to stand out in the horde of brands. It helps you in reaching new customers and also gives you a chance to turn them into loyal one in a blink of an eye. But, why video and not any other text-based marketing campaign? Let me ask you a question. Do you recall the last Google Adwords ad that snapped up in your browser? No? Me neither The reason is our brain is far more engaged by storytelling than a list of facts. In less than thirty seconds, a customer gets all the information he needs about a company through a visually appealing video, what can be better than that? Let’s test the power of video   Video is a vital piece of your marketing puzzle. Put this piece and everything will fall in place naturally. Don’t trust us, trust the words: Your website visitors are 64% more likely to buy a product after watching a video. YouTube is 2nd largest search engine in the world after Google. 50% viewer watch business related videos on YouTube. 45.5% of internet users view at least one video...

4 Ultimate Business Solutions hidden in Indian Mythology

  A brand is far more than its external presentation. A brand is about perception, about reputation; that deviate you from the others. We can see that brands are more important in today’s scenario in compared to last 100 years. Brands convey a uniform quality, credibility and experience in their consumer’s mind.  So, it’s easy to see why a brand always outlives a product. Branding is not only essential for the big sharks of the market but for every organisation. It’s fundamental, basic and essential which helps you in becoming worth something. But, the question of the hour is, how one can become a brand? Well, you don’t have to look very far as the secret behind the best brand building strategy is hidden in our Indian culture of mythology. The Indian culture is not just about rituals and shared stories; it’s a paragon of ultimate business approaches and management skills. So, let’s learn the art of brand building from the masters of this game itself: 1.     Spell out everything clearly about your brand It is the first and most critical step in the brand building process. Defining your brand is all about determining your brand’s core strengths. Make a clear decision about your expertise and brand values. This step ultimately decides what your brand truly stands for. Let’s learn it from the Shiva. Lord Shiva stands for letting go everything. He represents the art of meditation in its most absolute form. Everything he belongs portrays one clear image in his bhakt’s minds. He is the perfect example to gain an understanding of how we should define our brand....

Indra the marketer vs. Krishna the Brand builder

The terms marketing & branding were invented for the same objective. These words have the same goals to achieve. Many business owners and marketers can define these words as a single source to pump in more business. Many can define it as an objective truth for better numbers in the balance sheets. As we are learning from mythology and the lessons are giving enough evidence for acceptance, I will again use the same genre to express my thoughts towards the topic. Two of my very close friends, both successful businessmen, have gained immense wealth in their respective businesses (for starters & the only clue I can give without disclosing their identities – one owns BMW, other Mercedes). I got an opportunity to work with them, learn from their behavior, their management theories and success mantras. Upon a close observation & deriving from my mythological knowledge I can say one behaves like Indra and other represents Krishna. So, I shall address them as Mr. I & Mr. K in this blog. They are poles apart – Mr. I believes in good marketing whereas Mr. K believes in good branding. While taking business decisions Mr. I believes that chasing wealth will make him successful. On the contrary Mr. K believes that attracting wealth will make him successful. Mr. I behaves like Indra, who is always bothered by competitions and markets himself with heavy verbiage without really bothering much about the brand image. Mr. K on the other hand, is relaxed like Krishna and does not worry much about competitions. He believes in attracting more customers through better branding. Mr. I, like...

The Draupdi Soap- Tulsi style

Draupadi was a woman born out of fire and by appeasing the gods while Tulsi Virani was born out of a frustrated mind that did not like sukh-shanti even one bit. This mind was bored enough to scheme on taking over the television at 10:30 in the night by hypnotising mothers (sometimes, even fathers) to change the TV channel to Star Plus and making them forget that they have a life outside of the Virani khandan. So, how are Draupadi and Tulsi similar when they were born for different reasons? For starters, both of them have 5 husbands. Draupadi had Yudhistira, Bhima, Arjuna, Nakula and Sahadeva while Tulsi had to go through the turmoil of having one husband, Mihir, rejected then chosen to die, after which he is back with amnesia only to get plastic surgery done twice. This makes one think that she actually did go through 5 husbands. Both of them had a family member who was born 2 generations before them and could live as long as they wanted. Draupadi’s granduncle-in-law could live as long as he wanted and Tulsi’s grandmother-in-law, Amba Virani, fondly called Baa could live as long as Ekta Kapoor’s mood favoured her. But didn’t Draupadi have to go through Vastra Harana? What did Tulsi have to go through? Why should you sympathise with Tulsi? Tulsi aged 20 years in a day!  After about 500 and odd episodes, she suddenly turns into a 40 year old person. After other 300 or so episodes, she ages 20 more years! Think of the fright you will face when your mirror reflects a wrinkled, fatter and...

MBA lessons in Indian Mythology

Can marketing and Indian mythology be related? I asked myself over and over again. So, I did a little test and thought would share it here. I took up some theories of marketing and tried applying Indian mythology to it. I have only taken some characters from the Mahabharata for my study and tried to connect their personalities with a business or a management perspective as it would be simpler to connect them. The 2 theories I used are Maslow’s model of hierarchy and the ERG theory. Let me explain Maslow’s model briefly. Maslow believed that there are 5 basic stages that a human being needs to undergo to achieve what he termed ‘self-actualisation’. It is a stage where a person is satisfied and happy with the way things are around him. If a person has reached that stage, then he/she is happy and enjoys a state of bliss for long periods of time. The first 3 stages of the pyramid are deficiency needs while the 4th and 5th stage are growth needs. The first stage is physiological stage. This is a state where a person hasn’t got the basic requirements that is food, water, shelter and sex. This is the most basic stage. If these needs are fulfilled then he goes on to the security needs. This safety and security needs include stability, security from the environment, freedom of anxiety and job security. The next stage is that of love and social needs. This is a stage where a person needs to feel loved, secured and wants to be socially accepted. It includes wanting to be respected, understood...

Krishna’s guidelines for successful business

If you need sound business or management advice, you tend to look at management or self help books written by western authors. How about trying something Indian for a change? This might come as a shock to you, but our ages old Bhagvad Gita has as much as knowledge about management as it has about spirituality and life. Don’t believe me? Then why are the top most CEO’s considering it the new Art of War? There has to be something of great importance in it, right? I have tried to compile some of the things that I learnt and understood about management from the Gita and also what webizens around the world learnt from it. The most famous phrase of the Gita is, ‘keep doing the work you are supposed to do, don’t think of its fruits’. As relevant as this is to personal life, it is very important professionally as well. If a person dreams of the profit he is going to make from a client, then instead of giving it his best effort, he will be in constant thoughts of the client liking his product or not. The second most important thing that I learnt from Krishna’s teachings is to be wise and utilise all the resources optimally. Let’s take the Kurukshetra war in the Mahabahrata; the Kauravas had a much bigger army than the Pandavas. But, the Pandava’s used strategy and their most important resource, Krishna to the optimal level to win the battle. If you are a manager at a higher level, you need to motivate and help others become better at their jobs. Krishna...

Products that Hindu mythological characters could endorse

It so happened one day that we were hunting to find a brand ambassador for a client. We had looked at countless portfolios of models, but we weren’t convinced by anyone. The client’s needs were a woman of strength and beauty; when people look at her they see deep-seated confidence in her. Not one of the innumerable profiles we saw did justice to the client’s requirement. We were beginning to get worried when one of our team-members said, “You know, I think Draupadi would do complete justice to this role.” We all agreed in unison and went back to hunt for our modern day Draupadi. This struck me with a question. Who from ancient Hindu mythology would be the ideal brand ambassador for modern day products? This is what I came up with- Life insurance- Who better than Bhishma to endorse life insurance? He lived a long life, had the boon to die whenever he wanted and also gave away all his knowledge to the people he wanted. Bhishma is just the right mix that every life insurance agency would want. Gold loans- The goddess of wealth, Lakshmi, would definitely be on your list if you were hiring a brand ambassador for your gold loan company. In every photo of hers, one hand of hers is busy blessing people with money while she looks gracefully young for her age. Imagine her doing a TV commercial for you. Her reassuring smile along with her magical palm could do wonders for your business and fill your palms with money. School- I can imagine the modern day Saraswati with a handloom saree,...

Branding in marketing

Every company has its own uniqueness, its own product or service that stands out, every company has a vision that it wants the audience to understand and relate to. Every company wants its consumers to give them the first priority. All this can be achieved by quality products and by sustaining in the market for a long period of time. But, the same products or services can project its uniqueness and increased market share in a very short period of time if it involved itself in some amount of branding. It is considered that only big companies need to be a part of the branding process. This is not true. If a company starts branding itself since its very inception, people will remember the company as it is growing and the brand value strengthens as the company grows. Most small firms may not consider branding very important but it is an essential marketing strategy as it helps the firm to be unique in a market that might have many other competitors. Branding incorporates taglines as well. Taglines can be creatively made and it should speak for the company or the product and services they offer. Branding starts with finding a USP or unique selling proposition. A USP of a product or a service talks about the uniqueness of your product or service that makes it stand out of the competition. Generally, a USP is made into a tagline. Once a USP is figured out, it is important to understand the market and how a person could target the required audience and through what means. It could be through print...

10 things you need to know as a creative writer

If you want to write, the one most important element you need to have is passion. Once, you have the passion to write, you also have the will to work hard. Of course, there are bound to be times when you might fall, but if you are passionate enough about writing, you will get up, brush off the dust, sharpen that pencil again and write. Also, never-ever-ever-ever-ever-ever-ever (Yes, that was inspired by Arnab Goswami. Remember that one time he got angry at Meenakshi Lekhi? ) say, you are going to quit writing. So, in this blog post, I mention some of the stuff you need to know if you want to write. 1. Know your grammar If you don’t know where to put a comma and where not to or get tensed looking at tenses, then maybe, you should rethink being a creative writer. As a writer, you should have a good understanding of grammar. You need to know how to structure a sentence. It does not necessarily need to have big words, but it should be sensible enough to be understood. 2. Wrtng lik dis iz nt cool Keep this newly discovered, highly advanced format of writing to yourself and your friends. Don’t ever let it pour out when you are trying to write something. First, if you use this newly invented script, you will not be taken seriously and second, it’s just plain irritating. Also, make sure, you know your spellings right. If you don’t, always do a spell check. 3. Write everyday If you are a beginner and you want to improve your writing, write every...

Ethics in internet selling and advertising

The digital world has made shopping easier. Be it a pair of sunglasses or a home theatre system, everything is available on the internet. The e-commerce market in India is estimated to be around $16 Billion as of 2013 according to ‘Online Shopping – Review & Outlook in 2013’ which was releasd by Asschom. This would mean that there are a great number of people who are interested in online shopping and to bring in more customers, e-commerce websites would have to resort to advertising. The best way to promote online shopping would be through strategically placing ads online. A lot of these ads are present in various websites. They start from social networking sites to media websites to blogs. You must have encountered these ads everywhere while surfing the net. With the ever increasing advertisements, there comes a time when ads can just plain irritate the customer. These ads reduce the customer interface with the website or wrongly lead the person to another website. Such ads may catch attention but they tend to annoy the viewer after the first glance. These ads might help in diverting traffic to the website but it really does not serve the purpose of the brand or product. Another trend when it comes to advertising is of the dialogue box type feature. Dialogue boxes which pop up makes it look like the desktop is warning them of some problem. These have a tendency to be clicked at. Instead of conveying the message these ads just make customers angry. They might not even see the ad and just close the window as it is...

The right way of doing print ads.

Most people believe that it is of no use to advertise in print anymore as print media is not as glorious as it used to be. However, that is not true, especially in a country like India. Young Indians might be holding tablets and working on their laptops. But, that would only be urban India. That section is not the majority. Newspapers and magazines still hold value to Indians who come from Tier 2 and Tier 3 cities along with villages, who majorly make a large part of our population. This automatically makes print ads an important part of advertisement. Most small firms and companies believe in cramming as much information as possible into an advertisement. These organisations want to give out as much information as possible in their print ad. What they fail to realise is their ads look like brochures rather than ads. A print ad should give information but not too much of it either. If too much information is given then the viewer would not find it appealing. With a print ad, curiosity should be built about the product. This can be achieved either by the copy (the text) or the visuals. The text should be catchy and memorable while the graphics have to relate to the concept of the ad. It is very important to use the right colours and designs in the image or the graphic. If design aesthetics are not followed, then the ad may become extremely unappealing. The graphics should complement the copy and should add more value to it or make the copy more clear. The copy should be such...

Art is to analyse.

If you are an arts student in India and you have friends who have taken up commerce and science, they will harp about how difficult their subjects are and the amount they are required to study. But when you start talking about your assignments or projects, they might just laugh out loud and ask, “Why are you even complaining? Arts is just so simple.” Looks like your friends like to live in their little bubble of ignorance. If only they knew all the nights you were up trying to analyse the Arab spring or the Israel-Palestine conflict. They might think it’s easy to understand development models and its various theories but you have gone much beyond that to analyse why some development models worked in some places and why it didn’t in the others. If only your friends understood structuralism and post structuralism. Then they might have known the hard work it takes to understand the other side of human nature, which is quite different from making money or building a nuclear plant. Your friends don’t know what it is like to compare the works of Rabindranath Tagore and Charles Dickens, to look at their writing styles and understand the historical and cultural context of the time. For you the list goes on and on. Why not teach them that you chose arts because you are made to think and analyse? Go forward, burst their little bubble...

The art of thinking

If you are an arts student in India and you have friends who have taken up commerce and science, they will harp about how difficult their subjects are and the amount they are required to study. But when you start talking about your assignments or projects, they might just laugh out loud and ask, “Why are you even complaining? Arts is just so simple.” Looks like your friends like to live in their little bubble of ignorance. If only they knew all the nights you were up trying to analyse the Arab spring or the Israel-Palestine conflict. They might think it’s easy to understand development models and its various theories but you have gone much beyond that to analyse why some development models worked in some places and why it didn’t in the others. If only your friends understood structuralism and post structuralism. Then they might have known the hard work it takes to understand the other side of human nature, which is quite different from making money or building a nuclear plant. Your friends don’t know what it is like to compare the works of Rabindranath Tagore and Charles Dickens, to look at their writing styles and understand the historical and cultural context of the time. For you the list goes on and on. Why not teach them that you chose arts because you are made to think and analyse? Go forward, burst their little bubble...

Helping you shut people’s mouth

“So, you want to do arts? Are you sure? But you got such good percentage in tenth grade! There is no future in arts!” “If you get 55%, you can only take up arts! Then what will I tell everyone else? That my son can’t study, so he has taken up a subject as simple as arts?” If you are city bred and have ever wanted to study humanities (or arts as it more commonly called) then you might have heard the above from almost everyone you meet. Be it your own parents or your relatives. Your neighbours or people you have just met, they all want to give you their so-called ‘wise advice’. The fact that we Indians, want to advise anyone on anything is hardly hidden. We consider it a part of our fundamental right, just like right to freedom or right against exploitation. So, what can you do when everyone is bogging you down and saying arts is easy? All you need to do is ask them a question. As them, is arts easy? Your answers will range from, very easy to anyone can study it. Then ask them if they know what Dadaism is. Look at their confused faces, smile inwardly and tell them, “If arts was all that easy, then shouldn’t you know what Dadaism is?” Look at their confused faces again, enjoy when their little minds are trying to assimilate all the information together and then just make a grand exit 😉 PS: If you want to know what Dadaism means, click-...

Things to check before launching a website

Websites have gained more importance in the recent times because of the introductions of tablets and smart phones. Most people don’t even switch on their PC’s or laptops, they just find information on their phones. For this reason, it’s very important to have something called as responsive websites. A responsive website is one that streamlines your website to fit into any device, be it a phone, a tablet or your PC. A responsive website is easier to work with and is user friendly. With responsive websites, there are no issues with panning or resizing or scrolling, it all fits in perfectly and makes the user feel comfortable with the website. But, a website will not be useful at all if there are no SEO’s or the wrong SEO’s (Search Engine Optimizers). It’s very important that the right SEO’s are being used, so the audience is able to look up the website and find what they are looking for. With SEO’s, there is an increase in website visibility and that will automatically help your business. SEO’s involve the usage of coding and keywords which help in increasing the relevance of the website. SEO’s help a business gain online traffic and at the same time expose prospective customers to their business and...