Pratik Vaydande

Viral Success of Absolut through Digital Marketing

2020-05-31T14:01:00.002+05:30

Viral Success of Absolut through Digital Marketing

Description:

This a short case study on how Absolut turned their wear out ads into a viral brand campaign through digital marketing

Background:

Absolut Vodka was doing extremely well with the current brand campaign they were running. The campaign, which was about how creatives all over the world interpreted the shape of the bottle. It was running successfully for more than 10+ years. The problem with the campaign was "ad wear out", in some countries specifically the US, the brand was experiencing wear out. Now, the challenge in front of them was to improve it's brand image in the wear out experiencing markets as well as maintain the current image in the other markets. Also, the impact of digital media on marketing campaigns needed to be assessed closely

Absolut identified their target audience as influencers- one who people admire, follow and believe in their opinion

Once the target audience was set, the next step was to create an action plan. The campaign called "In an Absolut world" was launched

Plan:

The main idea behind "In an Absolut world" is, it encouraged consumers to share their version of an ideal, creative world among their peers. The campaign focused on the imagination power of the consumers, wherein the consumers created the content. As being said in the campaign, "Everything is possible In an Absolut world".

For eg - One of the creative made by consumer shows a fat guy diving into a swimming pool and when he comes out he turns into a fully toned man

This example shows the dream and desire of a fat man to turn into a healthy man, however, this is practically not possible in the real world. but quite possible "In an Absolut world".

PS- Thus explicitly saying whenever you are high, everything is possible

This campaign was laid out in 2 phases-

Phase 1 - The first phase focused on influencers, ranging from Kanye West and comedian Zach Galifianakis. They all were given the same brief - "What's your version of an Absolut world"? Every influencer made their own version and uploaded the same on Absolut's website or any other digital platform. Thus increasing the reach of the campaign

Phase 2 - The second phase of the campaign opened the floor to the creative vision of consumers, encouraging ordinary people to interact with the site and upload their own visions of an Absolut world, and to discuss, comment on and rate the content submitted by their peers.

The basic idea was to spark debate both online and offline within different interest areas that matched the target audience profile.

Here is a link for their digital campaign - http://www.absolutads.com/?p=836

Outcome:

With approximately 500 million editorial impressions during one year the campaign became one of the most discussed digital campaigns, and a huge success in the application of online media. Some of the campaign executions were videos broadcast on YouTube and other video-sharing sites (among others the videos produced by Zach Galifianakis and comedy duo Tim and Eric).
With more than 2.5 million views this campaign also constituted a great viral success and created wider awareness for Absolut Vodka’s new brand campaign.

Things to be learned:

Absolut emphasized on creating a buzz by roping in influencers who created videos about their version of the Absolut world and uploaded it on social media
After this buzz was created on the Internet, the next step was to scale the campaign. Absolut scaled the campaign by turning the buzz into a viral campaign. The viral campaign was created by Absolut by giving the creative baton in the hands of the public. People made the campaign viral by sharing and debating, thus engaging with the brand and increasing brand visibility.
Understanding consumer behavior: People love to express themselves creatively, Absolut understood this and they simply provided a platform to people. Peers commented, liked, shared, and even debated on the creative content made by others. This lead to high user engagement with the brand

Conclusion:

Absolut’s ‘In an Absolut World’ campaign is a great example of crowdsourcing creative content in that way, and while the execution in this example smacks very much of a big-brand, high-budget campaign (hiring celebrities for the first phase; utilizing a design-intensive, search unfriendly flash micro-site to showcase content, etc), there’s no reason why a smaller business couldn’t harness the potential of user-generated content in a similar way using freely available social channels and web technologies to achieve great results on a fraction of the budget.

Sales and Marketing Interview Questions and Answers

2020-05-14T00:07:00.002+05:30

Sales and Marketing Interview Questions and Answers

I have included the most tricky one's along with possible answers which will help you to excel in your interviews. I have used them during my post graduation, which helped me answer all the tricky interview questions! As per my opinion, It's relatively easier for an experienced person to answer the interview questions as compared to a fresher, so I have included sample answers to questions that freshers can use in their interview.

Before moving to interview questions and answers, I recommend you to follow this framework which will help you to answer the toughest questions even if you don't have answers ready with you

Framework for answering interview questions:

Few years ago, many management students used to take reference from Peter Drucker's management technique, thus providing enough techniques and jargon to proove that he/she knows all the management fundas. However, recruiters are very well aware of standard answers to all the interview questions. So, in order to still be relevant in the competitive market, this framework will help you answering the interview questions and remain UNIQUE!

CREATE -

Let's admit, most of the people won't hire people who are smarter than them! Recruiters are not only looking for great leaders but they are looking for employee who can create a positive energy in the workplace as well as promote teamwork. So while answering interview questions you not only need to show you leadership skills but also the above mentioned things need to be demonstrated too. You will have to show that can navigate the corporate culture and solve problems across multiple disciplines.

REAL LIFE EXAMPLES -

Now, this something really interesting. As you know, "DON'T UNDERESTIMATE THE POWER OF STORY TELLING" . In case interviewer asks you to proove how you overcome this challenge, then you can follow this SAR model while answering. Let's have a look at this model:

PERFECT FIT -

Be somewhat detailed in storytelling and be articulate. It shows you have credibility and aren’t making things up as you go along. Be passionate and excited. Demonstrate that you want to be there and are bright, self-starting, and fun to be with.

Excuse me, for this boring philosophical lecture (framework,model etc), but you never know what may come in handy at the time of interview !

Here are the top 10 sales and marketing interview questions and their answers:

Q.1 Today we live in an era of constant change. How do you view change and deal effectively with it?

Answer - “I think change is synonymous with opportunity. Though we all have our comfort zones, I know that change is necessary to maintain a competitive edge and improve our lifestyles. I am highly adaptable to change, learn quickly, and embrace new ideas with enthusiasm and vigor.”

Q.2 Will you be able to deal with sales pressure ?

Answer - ‘I’ve always been good with stress. Even during exams at school/college, I was the one who stayed calm. I believe it’s because I’m good at planning and organizing. I [describe some of the things you do to organize your work and schedules]. It means the practical things rarely get on top of me or drag me down, which leaves me free to put all my energy into [the most important part of the job, face-to-face selling, for example]. I think I need a degree of tension to focus me anyway. I like to feel that tingle [or however you would describe it] when I [go in to see a client, meet a customer, pick up the phone, etc]. Life would be flat without that.’

Q.3 Have you ever missed your sales target ?

Answer - ‘I successfully meet all my current targets, but I remember, when I first started with [an early employer], I didn’t have the experience I have now and I came close to missing my targets once or twice. I had to [describe the extra efforts you had to go through to meet them]. I learnt as a result to [include something you learnt – how to plan your time, how to focus your efforts, not to procrastinate].’

Q.4 How do you find out what your competitors are doing ?

Answer - Your answer would ideally include as many as possible of the following:

professional, trade and business magazines;
online professional and business groups;
business contacts;
professional associations;
trade fairs, shows and exhibitions;
suppliers and clients;
seminars.

Q.5 What can you do for us that one else can ?

Answer - ‘I don’t know about no one else being able to do it, but I believe I am [outline your key strengths] and have [insert your key abilities]. To date, I have [mention your biggest achievements]. I believe I can bring to this job [key requirements mentioned in the job description]. I have [relevant personal qualities and/or experience]. In addition, I understand [a relevant factor of the job], which I believe would allow me to [make a significant contribution to the company].’

Q.6 Why should I hire you ?

Answer - As a sales person, your core answer needs to be something like ‘Because I can

increase your profits’ or ‘Because I can make you money.’ Think of yourself as a product and pinpoint your key features and benefits. After all, if you can’t sell yourself, how will you sell anything else?

Q.7 What do you think the key trends in the industry are ?

Answer - You need to be up to date with what’s happening in your field to be able to answer

this one. Sales can be very sensitive to market changes. Keep an eye on the trade journals, marketing magazines, etc as well as the newspapers.Outline the key trends as you see them, keeping your views optimistic and focusing on the opportunities these developments offer.

Q.8 What are your greatest achievements ?

Answer - The interviewer is inviting you to make your sales pitch; don’t let them down. Pick

three or four of your biggest successes to go into in detail, backed up by a couple of others that show your range. Sales jobs are result orientated, so keep your achievements sales based and emphasize the benefits to the company, quoting actual figures wherever possible.

Q.9 How can you handle rejection in sales ?

Answer - ‘Rejection is simply part of the job; some people simply don’t want what I’m selling, I don’t take it personally. If anything, it makes me more determined. For example, [give an anecdote where you were rejected and it made you more determined to succeed. If possible, describe how it made a positive difference – made you look for a new market or new clients, change your approach, or maybe even how you tried a new approach with the same client and were successful].’

Q. 10 What is your most significant personal success?

Answer - “My most significant personal success occurred eight years ago when I quit smoking cigarettes." [ include your own achievements]

Top 10 Best Books on Sales and Marketing Ever Written

2020-05-03T14:13:00.004+05:30

TOP 10 BEST BOOKS ON SALES AND MARKETING EVER WRITTEN !

How to increase sales post Covid-19 I Are basics really going to help ?

2020-04-30T18:19:00.003+05:30

With 31,787 confirmed cases and 1008 deaths in India. International Monetary Fund (IMF) have further slashed India's growth rate estimate for FY21 to 1.9% from 5.8% as estimated in January. IMF even termed it as the "worst recession since the great depression"

Source - https://economictimes.indiatimes.com/news/economy/indicators/imf-projects-indias-growth-rate-at-1-9-in-2020-forecasts-global-recession-due-to-covid-19/articleshow/75142792.cms?from=mdr

From my point of view, the bigger challenge would be post lock-down and I term it as the "Financial Covid". Yes, post lock-down every company would be in a rat race to boost their financial performance or survive either by raising loans, equity, downsizing, or increasing revenue by panic selling to potential customers. In short, all these measures are not in the hands of company and depends on various policies and regulations laid out by the Government, except one and that is SALES (includes product as well as service). It is completely organisation driven (provided manufacturing and servicing competencies are achieved). Sales is like food, oxygen and shelter for an organisation.

One positive thing about this is that it's not only happening to a single individual/company, it's happening to everyone.

So this brings me to a question !

How are sales people who have always been accustomed to sell in good time supposed to excel ? Let's admit it none of us have been trained to achieve sales target in this scenario. How many of you have heard from customers that, "Hey, I like your product or service but I don't have the budget" There are no training programs which will give us a road map for a sure shot sales conversion. So, What's next ? Are we supposed to wait, wait, wait ! till situation gets back to normal ? Well, majority of us would think of it as possible strategy. However, I have some different opinion, if everyone is planning to wait and do nothing how can we possibly change our current situation ?

Neither I have 10-20 years of experience in sales or strategy nor I am from an Ivy league B-school, I am just a sales and marketing enthusiast who has a different thinking from the conventional business protocol

Let's start with an example of Digital Media - With various digital campaigns I have seen, there has been an extensive use of ads on social media, which channels a potential customer to a landing page, then a sales page and so on as per the funnel designed by the marketing team. This funnel creates a desire for the product among the consumers, which further increases their need to purchase the product and satisfy their need. This is definitely a good strategy in time when economy is good and consumers has purchasing power. It's said digital media is bringing customers closer to company, which again is a debatable topic. One school of thought may say, it is bringing customers closer ONLY to the technology and lacking humane touch, while others may support it explaining the benefits of low CPA (Cost per Acquisition) per customer and it may go on. With both parties being right in their places, there's a still a gap which is leading to the debate. The gap I am addressing over here is the BASICS.

Firstly, let's define what basic is, Is it the strategy to we used in 2008 recession? Can we use the same strategy used by Company A,B, and C ?. If you ask me, basics are never the same in business. We need to change the basics with time or we would be left behind. So, if we think about going back to basics, which is nothing but going back to the position we were when the basics were relevant.

According to me, the basic of selling is "whenever you convert a prospect into a customer, you will need to find better prospects to take it's place to grow in the long run"

With the marketing campaigns I have seen, the big mistake was, they got satisfied with the huge initial success and stopped the marketing campaigns. Even I did this mistake and had to face literally zero sales for coming few weeks. Ideally, they should have laid out a strategy to nurture the existing customers and modify their funnels for new prospects. Well, you know strategy that worked last time need not necessarily work this time.

How to perform and excel in this ambiguity then ?

Let's see the following suggestions,

Think of your customer's customers, gone are the days when selling was just between buyer and seller. Now, the sellers needs to take into consideration how his/her product or service will help the customer to satisfy the needs of their customer. This strategy will ensure that your taking steps to improve the current position of your customers across the value chain!
Money is there in the market, to tap it one needs to take steps which he/she never would have taken during pre- Covid-19 period, challenge the old school strategy and experiment with it rather than waiting and thinking about success.
If customer is budget constrained, don't lose faith in your product. Your belief in your own product is what will stand true in front of customers.
DARE TO THINK THE IMPOSSIBLE - Yes, one should always aim for achieving high paying customers. No matter how impossible it may seem. For instance, How many of you have a not so good looking guy, with a girl much beyond his league ? Well, Yes! That's the dare to think the impossible I am talking about
Prepare detailed financial projections showing revenue increase for him by using your product or service
NEVER NEVER NEVER settle for low price, because you will be cannibalizing your own product, focus the attention of customer from cost to revenue that your product or service will help him generate
ALWAYS ask for referrals from your customers!!
Get out of your comfort zone and make the customer feel special
Transform the role of Sales Executive to Business Consultant, because you are not only responsible to sell your customers the products or services but you are also responsible to ensure your customer earns revenue from it
Never take no for an answer, may be your potential customers is just checking how much faith you have in your own product. Trust me, most potential customers give you appointment only on your 4th-5th call
Always follow up your call with an email as a kind gesture
Lastly, economies don't run people; people create and run economy

Comment your suggestions below and let's discuss !