Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

NaMo victory formula

1,196 views

Published on

This is a blow by blow account of how Narendra Modi used new age marketing framework, Customer Value Maximization to win Indian Parliamentary Elections 2014.

Published in: Business, News & Politics
  • Be the first to comment

NaMo victory formula

  1. 1. Who do you think is going to be our next PM? Christmas Day, 2013
  2. 2. Hmmm
  3. 3. The first name that comes to mind is….
  4. 4. NARENDRA MODI
  5. 5. He’s been the CM of Gujarat for 3 terms
  6. 6. His state has seen phenomenal progress He’s been the CM of Gujarat for 3 terms
  7. 7. His state has seen phenomenal progress He’s been the CM of Gujarat for 3 terms He’s definitely better than the rest…
  8. 8. Meet Narendra Modi.
  9. 9. PM candidate
  10. 10. A Purveyor of Progress
  11. 11. A Political Superstar
  12. 12. And…
  13. 13. Someone to everyone
  14. 14. Our PM hmmm….
  15. 15. And its all about us choosing the PM!
  16. 16. We choose someone who we perceive appropriate… and that’s based on what we tell ourselves Prime Minister
  17. 17. And this is how we perceive..
  18. 18. And this is how we perceive.. Honest Confident Committed Inspiring Effective Efficient Strong Decisive Resourcefu l Adaptive Man of the people Smart Commanding Open Organized Accountable Accessibl e Down to earth Media Savvy Can-do person Respectfu l Non corrupt Convincing Tolerant Knowledgeable Effective Efficient Firm Fair Level headed Tech Savv y Aspirational Presence of mind Humble Orator Prime Minister
  19. 19. …Someone with these qualities Honest Confident Committed Inspiring Effective Efficient Strong Decisive Resourcefu l Adaptive Man of the people Smart Commanding Open Organized Accountable Accessibl e Down to earth Media Savvy Can-do person Respectfu l Non corrupt Convincing Tolerant Knowledgeable Effective Efficient Firm Fair Level headed Tech Savv y Aspirational Presence of mind Humble Orator Prime Minister
  20. 20. And how we perceive, shapes our choice
  21. 21. This is actually anatomy!
  22. 22. That shapes our choice RATIONAL EMOTIONAL
  23. 23. All perception is reality
  24. 24. In making a choice we always use our perceived reality
  25. 25. Our perceived reality apparatus while making a choice…
  26. 26. Our perceived reality apparatus while making a choice works as follows… “We don’t trust what Ads tell us”
  27. 27. Our perceived reality apparatus while making a choice works as follows… “We might trust what our friends tell us” “We don’t trust what Ads tell us”
  28. 28. Our perceived reality apparatus while making a choice works as follows… “We don’t trust what Ads tell us” “We might trust what our friends tell us” “We most likely trust what someone like us tell us”
  29. 29. Our perceived reality apparatus while making a choice works as follows… “We don’t trust what Ads tell us” “We might trust what our friends tell us” “We most likely trust what someone like us tell us” “BUT we will always trust what we tell ourselves”
  30. 30. Our perceived reality apparatus while making a choice works as follows… “We don’t trust what Ads tell us” “We might trust what our friends tell us” “We most likely trust what someone like us tell us” “BUT we will always trust what we tell ourselves”
  31. 31. So how do we tell something that they tell themselves?
  32. 32. So how do we tell something that they tell themselves? The Youth
  33. 33. So how do we tell something that they tell themselves? The Youth The Farmer
  34. 34. So how do we tell something that they tell themselves? The Youth The Farmer The Senior Citizen
  35. 35. And others…
  36. 36. 1. We first start with a good product…..
  37. 37. 1. We first start with a good product….. 2. Then power it with great marketing
  38. 38. So, To begin with we need a good product
  39. 39. Not that we had too much of a choice….
  40. 40. Brain scans confirmed that people don't just think that the more expensive iPhone compared to cheaper clones worked better
  41. 41. It actually did work better…
  42. 42. Good marketing will kill a bad product faster…
  43. 43. Hence you need a good product to begin with.
  44. 44. But in a hyper connected world, where consumers are exposed to 5219 brand exposures every day, ONLY a few win.
  45. 45. Because, marketing is complicated these days
  46. 46. Brands continue to use traditional and reminder media to generate action. Stimulus Brand Marketing ATL + BTL Traditional + Reminder Media Desired Action
  47. 47. But it results ONLY in interaction and not the desired action. Stimulus Interaction
  48. 48. Between stimulus and desired action lies interaction Stimulus Interaction Desired Action
  49. 49. The challenge is to drive interaction to desired action. Stimulus Desired ActionInteraction
  50. 50. Customer Value Maximization helps you overcome this challenge Stimulus Desired ActionInteraction
  51. 51. So what’s this winning marketing formula? How did Modi make this last mile connection with the electorate?
  52. 52. How did Modi convert ‘Brand Modi’ interactions to desired action (Votes)?
  53. 53. Using Customer Value Maximization
  54. 54. But how does Customer Value Maximization work?
  55. 55. “Customer Value Maximization combines Communication with Analytics and Technology that converts marketing stimulus to desired outcomes.”
  56. 56. All of us knew about these people
  57. 57. But we couldn’t place our faith in them!
  58. 58. Both did conventional brand marketing… BUT couldn’t influence the majority of us
  59. 59. And this is what happens to all brands today…
  60. 60. Because we don’t trust what Ads tell us, and might trust what our friends tell us, most likely trust what someone like us tell us, BUT always trust what we tell ourselves…
  61. 61. Modi delivered us a story… A story that resonated…. and a story we embraced and told ourselves
  62. 62. And a story they told themselves The Youth The Farmer The Senior Citizens
  63. 63. “The average voter was aware of the choices due to branding, PR, and advertising by the Politician, media proliferation or self initiated discovery…” STIMULUS ATL + BTL Traditional + Reminder Media
  64. 64. But people choose Modi
  65. 65. Because he used Customer Value Maximization to influence interactions to actions Stimulus Desired ActionInteraction
  66. 66. But what happens between interactions and actions?
  67. 67. Customer Value Maximization Zone INTERACTION Community Communication Relevant brand communication at every customer interaction Technologies Management of all interactions using relevant marketing technologies Analytics Track, measure, analyze and predict customer actions and behavior DESIRED ACTION
  68. 68. Customer Value Maximization uses communication, analytics and technology to convert interactions to desired action. INTERACTION Community Communication Relevant brand communication at every customer interaction Technologies Management of all interactions using relevant marketing technologies Analytics Track, measure, analyze and predict customer actions and behavior DESIRED ACTION
  69. 69. Communication – Its not about what you say, its about what others get from it
  70. 70. Communication aspects SOLUTION 1. Communication that is situational driven by need and addresses the sensibilties of each personality. 2. Ask yourself “what’s in it for the customer to give me his media-time?” 3. How can I make it more relevant and interesting? ASPECTS 1. Identity 2. Context 3. Personalization 4. Experience 5. Usability 6. Media
  71. 71. Let’s take Shilpa Shetty. Her acting career was irrelevant. She was irrelevant. What made her famous was her story, about fighting against racism on global TV.
  72. 72. There are a lot good actors out there. But there aren’t a lot of good stories.
  73. 73. "Like Shilpa Shetty, Narendra Modi had a good story… in fact a lot of good stories"
  74. 74. Context sensitive speeches rousing the sentiment of the local people identified him as one of The Farmer
  75. 75. Immersive, 360 degree public engagements; From over the top stage productions, to humbling stories of Modi’s dedication and everything in between; a ‘Modi’ experience was available to everyone
  76. 76. The BJP ‘Lotus’ symbol, chants like “Chai pe Charcha” and “Ab ki Baar, Modi Sarkar”, established brand ‘Modi’
  77. 77. Sites extolling his virtues and successes were launched and Modi’s perceived accessibility made him the subject of various social communications
  78. 78. From TVCs to radio and print, from digital to merchandising and beyond, Modi was on the screens and minds of everyone…
  79. 79. What do you see in the above image?
  80. 80. A loving couple with a man holding a woman from behind?
  81. 81. Oh. But did you see the dolphins?
  82. 82. What dolphins?
  83. 83. It’s all about what the brain is ‘primed’ to notice. If you know how to see a certain pattern, you’re more likely to see that pattern.
  84. 84. People chose to ignore the fact that Tamil Nadu had better progress statistics than Gujarat
  85. 85. Modi effectively used the content variety be it own produced content, community generated content or political opponent generated content “Me on Me” (His achievements) “Me on Him” (Position on adversary) “Him on Him” (Offensive statements)
  86. 86. Analytics – Its about what’s working, what’s not and what possibly will
  87. 87. Analytics aspects SOLUTION 1. Shift from campaign based, mass- communications to context sensitive and personalized messages: 2. Micro segmentation or even individual customers 3. Build customer life-time communication plans rather than campaigns 4. For every of your current initiatives, validate how customers can “really” talk back (and who listens). 5. Look at the explicit and implicit promises you make, and check whether they are kept. ASPECTS 1. Omni-channel data 2. Segment reports 3. Real time streams 4. Predictive insights
  88. 88. Modi’s analytics team found these were not sufficient and a multi-media campaign was executed I’m a great PM ... DIRECT SALES ADVERTISING I’m a great PM ... He’s a *GREAT* PM !! REPUTATION He is a great PM Yes I agree. Low trust conversion Medium trust conversion High trust conversion
  89. 89. Data from the past 6 elections and the party’s own data were combined and segmented across demographic and socio-economic levels across 400 constituencies for personalized targeting
  90. 90. Modi’s campaign was thus, able to target the youth demographic that was estimated to be about 150 million
  91. 91. Real time monitoring and contextual advertising of Modi’s prowess Click here for jobs in Delhi
  92. 92. Real time monitoring and contextual advertising of Modi’s prowess Click here for jobs in Delhi There are no Jobs in Delhi. India deserves better. Vote for BJP
  93. 93. Technology – Its about reaching your customer at a time she wants to listen you on a device she prefers
  94. 94. Technology aspects SOLUTION 1. Shift from campaign based, mass - communication to context sensitive and personalized messages 2. Change your budget and people structure to accommodate this changed reality. ASPECTS 1. Big data stack 2. Real time technologies 3. Multi-device / screen cast
  95. 95. Data Analysis and Data Collection tools were employed to collate trending social information for instant trend identification.
  96. 96. Real time communication on channels such as Twitter, Facebook and WhatsApp struck a chord with youth influencers
  97. 97. Multi screen broadcast of rallies and speeches across TV, web, mobile and even toll free phones was a big hit.
  98. 98. The onus was to reach people, wherever they were, via whatever medium they were comfortable with
  99. 99. And the outcome…
  100. 100. So this is Customer Value Maximization!
  101. 101. For a detailed analysis, check this report
  102. 102. Acknowledgements The author of this report is Srinivas Chari and the Solutions Team, Xerago. Srini leads, manages client solutions and marketing at Xerago Ram manages client solutions at Xerago Suraj handles the research and analysis at Xerago Sashi manages marketing for Xerago Ram SurajSashiSrini
  103. 103. Grateful thanks to the following for visual and data source • http://techhoot.com/narendra-modi-elected-prime-minister-worlds-largest-democracy/ • http://event.utimes.ru/news/242 • http://www.hdwallshub.com/politicians/narendra-modi-hd • http://hdwallpaperes.com/phototag/fund/ • http://namowalls.blogspot.in/2014/01/narendra-modi-hd-wallpapers.html • http://www.bhaskar.com/article/NAT-bjp-narendra-modi-in-lok-sabha-elections-news-in-hindi-4480387-NOR.html • http://www.niticentral.com/2013/09/15/glimpses-modi-arouses-haryana-faujis-overwhelmed-133203.html • http://www.theunrealtimes.com/2014/02/25/narendra-modi-ropes-in-kamal-haasan-to-conceive-new-looks-for-future-rallies/ • http://narendramodi-primeminister.blogspot.in/ • http://doves.edu.in/?cat=4 • http://mehtaworld.wordpress.com/2014/03/30/three-shades-of-grey/ • http://eldia.com.do/apple-sacara-un-iphone-con-la-pantalla-curva/ • http://applekzn.com/catalogue/apple-iphone-5s-16gb-silver_81/ • http://networkplay.in/solutions/brand/ • http://funny-pictures.picphotos.net/arvind-kejriwal-aam-aadmi-party-leader-arvind-kejriwal-hd/ • http://www.nydailynews.com/news/photos-day-world-july-3-gallery-1.1389468?pmSlide=4 • shahlabandari.wordpress.com • ibnlive.in.com • volunteer.india272.com • http://www.niticentral.com/2014/05/15/rise-of-narendra-modi-good-news-for-meritocracy-223843.html • www.bjpgujarat.org • http://www.india272.com/narendra-modi/ • http://www.thenamostore.com/ • vidasana.com.sv • http://gurukripa.wordpress.com/2008/09/02/guruji-and-youth/ • www.veooz.com • www.india272.com • http://www.thenamostore.com/ • www.india272.com • http://newseastwest.com/the-abcs-of-modi-raj/ • http://www.youtube.com/watch?v=dPWEqgpa6d4 • www.bjp.org • https://blogs.wsj.com/indiarealtime/tag/bjp/ • davidparker9.wordpress.com • http://articles.economictimes.indiatimes.com/2012-12-20/news/35933818_1_congress-in-himachal-pradesh-saffron-party-keshubhai-patel • http://www.dnaindia.com/india/slideshow-narendra-modi-flaunts-his-kite-flying-skills-at-the-international-kite-festival-in-ahmedabad-1949715 • http://www.truthofgujarat.com/prajatantra-vs-rajashahi-arvind-kejriwal-vs-narendra-modi/ • http://www.stockpicturesforeveryone.com/2013/06/old-rural-indian-men-portraits-and.html • www.rolibooks.com • indiancag.org • donate.bjp.org • tech.firstpost.com • http://newseastwest.com/the-abcs-of-modi-raj/ • www.projectchallenge.com • blog.kissmetrics.com • baileymunson.wordpress.com • www.psa.ac.uk • www.eyeofsiva.com • www.cedarcone.com • article.wn.com • http://states-of-india.findthebest.com/compare/7-24/Gujarat-vs-Tamil-Nadu • mindthis.ca

×