Yo!
I sympathize with shoe manufacturers. Hard to think of an Indian festival where gifting shoes would be appropriate. So Relaxo, the makers of Sparx shoes (which has fans in our editorial team) suggest that you give your sisters a “fitness and travel experience” for rakshabandhan. By buying them, er, shoes. The well-funded Flipkart has a special store for this festival which offers goodies like LED bulbs and car perfumes for your sibling. If people cross the road when you say you’re a marketer, blame these desperate campaigns. The person was probably whacked on the head with the sneaker or bulb he gifted with love. One differentiated attempt to be meaningful came from limeroad.com which wants brothers to also tie a rakhi to their sisters recognizing that they too are strong and capable of protecting themselves AND their brothers. Nice. And Amazon, which bravely suggested that people should look beyond gifting and deliver love. Sweet. And great content.
Good content IS hard to do. In fact, great content is usually called other things like “movie” or “story” or “show” or “article” or “cartoon”. And that should be the aim of marketers – to tell relevant stories at scale. Content marketing is very important, though strangely there is very little research around what works. We are excited to publish the “Red Book of Content Marketing“ powered by Yorke Communications which is based on responses gathered from 185 senior marketers from 145 organizations. We explored how they created it, how they used it, and how they measured its efficacy. Thanks to all our members who spared their time to help us with this effort, which we believe is amongst the first – and most comprehensive – in India. Have a specific question about the report? Mail us and we’ll try and answer!
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