10 min read
Once again we are on the threshold of an enthralling phase of the year-it’s the time to welcome the arrival of our much-beloved deity, Lord Ganesha. Symbolic of a fresh beginning, Ganesh Chaturthi is undeniably a festival of boundless energy and positivity.
Also known by the name of Vinayaka Chaturthi, the occasion connects the heart and soul of people across regions and is celebrated with much gusto and fervor . The lavish pandals, the massive idols, the elaborate visarjan process and friend-family gatherings, every element of the occasion adds to the grandeur of the celebration. But, today I, Ashish Dalia as the CEO of IKF - a digital marketing company in Pune will recount how I learnt my insightful marketing lessons from these Chaturthi festival celebrations.
Surprised? Well, you don't really have to be. True marketers sharpen their learning curve and broaden their horizon of talent through experiences and practice. Here, I will share with you how behind the cover of grand festivities and celebrations of Chaturthi, I discovered the secrets to successful marketing!
Here’s my take on 101 marketing that I learnt from one of my favorite and most admired festivals!
Lesson no# 1 : Attracting customers by demonstrating your products are the best
As I visited different pandals, the colossal idols never failed to amaze me. I gazed at them in awed silence and simply loved it. The impressive idols attracted a large number of people as they queued outside to get a glimpse. Over the years, it evolved into a grander affair. The elaborate pandals with true-to-life recreation of famous Indian monuments, the majestic statues, scores of stalls, the lighting and music and more made it simply irresistible for us to stay away from it.
This I could relate to the conventional form of marketing strategy wherein, the marketers try to highlight the best features of the product. The idea is to prove that your products are better than the others. Just like taller idols and better decor manage to grab eyeballs in Ganesh festivity, the more presentable and catchy products score more points over the competing ones.
Lesson No#2 : Gaining brand loyalty through Customer Satisfaction
While the conventional marketing style worked quite well, it certainly fell short of earning long-term loyalty. It was easier for competitors to deviate the crowd from the incumbents by resorting to simple techniques like building bigger idols and making decorations more extravagant and striking.
Smarter organizers applied a relatively more practical and stable solution by shifting the focus from the competitors to the consumers(devotees). It was a strategic and modern technique falling in line with today’s modern marketing style adopted by most digital marketing services in India -aiming to create brand loyalty through optimizing customer satisfaction. The pandal organizers tried to strike rapport with visitors by maintaining consistency in their presentation -pandal, idol and decorations. This created familiarity and affinity among devotees which worked in their favor.
Similarly big brands adopt a customer-centric approach to establish their brand loyalty . A very good example of this is Amazon. It is one of the best performing brands that has taken up a notch owing to its customer-driven approach. Offering friction-free purchase processes and customer loyalty programs like Amazon prime feature, the company is a huge success with online communities.
Lesson No#3: Socially conscious marketing resonates with the customers
One of my favorite pandal organizers recently announced no exorbitant celebrations due to the pandemic situation. Instead, the respective authorities have taken the initiative to organize blood donation and plasma therapy camps. Now, this move has been widely appreciated by the public. When seen in the light of the marketing world, we can easily connect this trend to emotional branding technique.
Social consciousness in branding and marketing plays an instrumental role in positioning your brand as a socially responsible brand- someone who cares and is not afraid to stand up for what’s right. Brands can create campaigns around global or even hyperlocal concerns to tap into the universal emotions and build better relationships with their customers. Working as a SEO company in Mumbai and Pune, we often recommend SEO & SMO to further reinforce such campaigns, targeting the most ideal customers.
As a keen devotee and true digital marketer from heart, I continue to enjoy and observe the exciting elements of this amazing festival. It still mesmerizes me the way it did years back. As the festival is round the corner, I hope it continues to bring blessings for all and open doors for more insightful learnings for inquisitive minds!