Thought the headline was an editing mistake that someone allowed to slip through. Not really. As the economy grows and demand rises across sectors, there is inevitable growth that every organization irrespective of its size witnesses. With growth come new customers of all kinds, hues, sizes, expectations, requirements, work processes and quirks.
The easiest thing and the most logical thing in this situation for any SME firm which is hungry for business and ambitious about its business to do is to accept all the customers with open hands.
It is something that traditional marketers may not like to hear. The way marketing currently works and is delivered will have to take a U turn to be even relevant. All that and more insights emerged in a PRHUB interaction with Arun Sinha, winner of AMA Marketer of the Year in 2005 and currently the Head of Global Marketing at Pitney Bowes Inc., USA, a Fortune 500 firm.
Over the past few years the Indian economy has seen a visible and substantial shift towards the services sector with its growth outstripping the manufacturing sector by leaps and bounds. In any services business irrespective of its nature and its target audience, the critical factor to success lies in the commitment and quality of people inside.
The reason why most services companies today are looking to build a strong corporate brand. It is the same reason that explains the growing finesse and level of corporate messaging in recruitment advertising. Unlike building a brand from a consumer perspective building a brand which includes talent attraction and retention as a key objective needs to have a lot more emphasis on credibility of the brand-building process and the vehicles used. In the ensuing few paragraphs will briefly attempt to provide an answer for the same.
While there has been a clear explosion of opportunities for an entrepreneur today, so have the challenges that they face. In this article, which would be split into two parts, would like to highlight some of those key challenges (by no means exhaustive) that await budding entrepreneurs.
Even if it is a slight exaggeration, recent news reports of Justin Trudeau staging a well-choreographed run past waving youngsters, triggered this article. How much ever The Guardian slams him, there are millions out there who like what he is doing, even if they know he is staging it.
They like the fact that he tries to let them into a Prime Minister’s life and persona unlike others, about whom we have to wait for leaked stories and authorized (or unauthorized) biographies. In today’s lingo, he is killing it, and he can truly be called a “Keyhole” content hacker.
Now, let me quickly explain the term. It’s called keyhole because it’s still a closed door and you don’t tell or see everything. It has been proven repeatedly in the recent past that an “auratic gap” between a personality and his audience/fans is important in building the right “interest” around that person. Keyhole content in the gossipy, tabloid style has been around for long, and it is something that really sells all time. It has largely been restricted to actors, models, personalities and politicians etc. It is also something that one cannot openly express admiration of, as it’s perceived to be not “there” from an intellectual perspective. For most PR and corporate communication professionals, it has been a no-go area since time immemorial, for most of us have been taught that good, credible brands require exactly that – good, credible communication. Some of us may also have our noses and chins up considering it sleazy even. Nevertheless “keyhole” content is here to stay, and it need not mean what it is widely and popularly known to be. Let me without further ado, jump into why it is relevant?
THIS ARTICLE ORIGINALLY APPEARED IN THE “Holmes Report”.
Read the entire article at: holmesreport.com
As an industry insider and like most professionals am happy with the prominence accorded to integrated communications as a concept and it being touted as the next big thing. However, of late that happiness is giving way to wariness of the lopsided manner in which many in the industry are projecting or communicating it to be. Before I try to focus on what truly is 360’ etc. let me get one thing straight:
While the financial success and leadership position of Narayana Murthy and many others of his ilk from the technology industry is widely talked about there is one more far-reaching impact they have had which is not that equally hyped. Pre-their success, entreprenuership in the business context was primarily a family bastion and the reserve of springs and offsprings of existing businessmen and traders.
The professionals and professional managers were conditioned to believe that their wont is to do a job and do it well and being the ultimate master of their own destiny is not an option at all.
Running a beach resort in the Caribbean – is your entrepreneurship local or global? Well, my premise and strong conviction is that at some level and in some sense all entrepreneurship however local is truly global. Sounds surprising, here is why I believe so strongly:
Since I do the speaker circuit a bit and speak to variety of audiences have been through the “trying to make an impact and get as many claps as possible over the previous and next speaker” routine. And later bask in the glory (short lived one I must say) of having people walk up to you ask questions or exchange pleasantries. The more I do it, the more it seems to me that we love inspirational tales, talks and books so much that we stop with just loving them.