Buy-Os- Fear 4

Buy-Os- Fear 4

It’s our own mind that augurs our impulsive buying behavior. Did you ever wonder why everytime you visit a hyper retail, you end up purchasiing more than your actual prior allotted budget? Have you ever wondered, what compels us to buy an additional insurance policy?

We consume because we want to consume. It is our own urge to consume that compels us to incur those additional expenses. Job of marketers is only to encourage that urge among consumers. In retail marketing, it is said ‘your eye level is your buy level’. Hence product placement on humble shelves play a vital role in encouraging buying behavior. Standees, posters, cutouts, even audio visual presentation on plasma monitors, placed all across the spree often allures or intimidates us to consume. Introduction of small plastic buckets along with steel trolleys have significantly facilitated buying behavior.

There is also a different kind of positioning  which facilitates consumption. It is by inducing fear factor in consumer minds. Fear plays a crucial role in consumer psyche. Remember, zillion dollar insurance industries solely rely on fear psychosis of the consumers. “what if” I die tomorrow? or “what if” I meet an accident? or “What if” I get dumped by my family in far future? These are basic psychological concerns which drive the entire insurance industry.

This kind of communications either remind us of our present necessities or triggers our assumptions for its future relevance or it may also promise us an elevated social status at most vulnerable stage of our lives.

While training marketing professionals, I often tell them that by marketing TG we do not mean any individual but it’s their brain (cognitive behavior) which actually guides those individuals. In our daily lives, we often like people or irk at some but the truth is that every individual is the product of their brain functioning. So in marketing also we do not communicate with any specific individual but all marketing messages are meant to address their brains.

Fear psychosis mostly instigates our Reptilian Brain, which directly caters to our instincts and is responsible to induce fight or flight stress in our minds. This part of the brain is deeply located at the bottom of our brain and drives us through our instincts. Buying insurance is like facing the fear or fighting the insecurities with a weapon named, insurance policy. While flight stress teaches us on how to evade an insurance agent.

Even words or phrases like ‘first come, first serve”, “offer till stock lasts”, “limited edition”, “Hurry”- somehow instigates human minds to behave as the advertisers wish them to do. Fear of getting deprived of the stock or offer motivates their buying behaviour.
So next time, while planning marketing communications- fear psychosis should not be ignored as a relevant positioning strategy.

Also Read: How you are making good employees leave your company?

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What’s the secret behind every successful marketing campaign?

What’s the secret behind every successful marketing campaign?

Why do some advertisements seizes our attention while others go completely unnoticed? Why do Bula di or the Hutch puppy (named Chika) become the spotlight of the public eye?

When advertising and PR is the spinal cord of every modern businesses, hundreds of company die every year across the globe just because their marketing and advertisements fail to draw public eye.

All advertisements and marketing campaigns are done with the sole objective of creating and changing the perception of respective target groups.

This perception is not something which is passively recorded by our senses but an active process that is construed by different layers of the brain. In other words, we see with our brain, not just our eyes. Sense of vision is our most dominant sense and this is the reason why television has had been our most dominant media since decades. It is estimated that as much as 85% of our perception, learning and cognition are mediated through our sense of sight, and over one third of the brain is dedicated to the processing of visual information.

Accordimg to Douglas Van Praet, “perception is not a simple linear process, but rather an ongoing back and forth comparison between expectations and incoming sensory data.” Human brains procreate a model of the world in their minds and compare incoming information to those models. When the reality that we observe or experience fits our expectations, we pull off our defenses and things become unconscious. So when the world is accurately predicted, we no longer need to pay attention to that information and are freed up to focus our attention on something more relevant or new.
Take for instance, the act of learning to ride a motorcycle. Initially we pay close attention to all the details we need to know before riding a motorcyle. Like for example the use of clutch and brake functions. How to switch the head lamp or indicators. How to switch gear at every cross road or road turn. But once we get accustomed to it, the process becomes unconscious. Though we remain cautious while driving but we no longer need to be aware of all the perceptual input or motor coordination required for riding a motorcycle. In other words we dont need to fiddle with all switches and buttons. Again we become conscious when something unusual happens. We draw brakes when the preceding car does so or the road is foggy enough for our eyesight. This however elucidates a very important aspect of marketing: awareness of our surroundings occur only when the things we expect violate our expectations.

In modern world every consumer is accustomed and resistant to all kind of conventional marketing approaches. Every single consumer brain is cluttered with several personal and professional issues. Modern marketers need to declutter such concerns in order to grab their attentions and implant brand significance in consumer minds. Since human minds have learnt to bypass all marketing advances to their unconscious, seeking human attention have become toughest nut to crack for all marketers.

Therefore, marketing approaches which are distinct or stand out from the rest, do successfully violate our expectations; consequently grabbing our attentions successfully.

All Source, Unconscious Branding.

Also Read: How you are making good employees leave your company?

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How to win over debates?

Debate is all about intellectual exhibition of your knowledge and beliefs. In ancient times debate used to be treated as an effective faculty at King’s court. Debate is a sheer manifestation of sanity and rationality. Nothing seems more appealing than a man/ woman driven by logic and sanity of mind. Since long people with debatable attribute are much in demand in every spheres of life. Be it Socrates, Chanakya, Birbal or even Elizabethan Portia (as described by The Bard himself).

Technically,debate involves more of politics than logic. Dialectic has always been the key for any solemn debate sessions.

This article is intended to suggest some key factors essential to win over any debate sessions.

  • Eye for knowledge: the most essential attribute needed to win over a debate is your inquisitiveness. In a world full of followers, it’s our inquisitiveness that gives us an added advantage over others. Our inquisitiveness helps us to explore spaces of life and our individual minds. Debatable characteristic emerges from the ambit of our individual knowledge and wisdom. Remember, all human brains are hardwired to act or judge as per precincts of their knowledge. So always keep replenishing your mind with more and effective knowledge.

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  • Listen: Ears to see, eyes to hear- yes, our ears can do wonders if we could apprehend the virtue of listening. A good speaker is the one who listens. How can you win a debate without being a good listener?

 

  • Note: Have you ever heard the term “dream incubators”? They are people who love to incubate their dreams for varied reasons. Writing or taking note is the only way how we can incubate our dreams. Most successful entrepreneurs, leaders, bureaucrats have confessed about their habit of taking notes. It’s as good a habit as washing hands before eating. Notes help us to recapitulate, analyze, apprehend, secure and use information for imperative use.

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  • Frame: is the dish on which we serve the food, named logic. This is the way how we want to position or place our logic. One of the most crucial aspect of debate is to direct your opposition towards your desired conclusion. Framing helps in channelizing the interaction or monitoring the course of debate. Better the framing better is your chances to nail your opponent.

 

  • Synthesize: Synthesis is a key attribute which will propel you ahead of your league. During any debate session, we synthesize our knowledge and experience to exploit the thought process of our opponents. It is said that human brain is the only organ in our body which manifests the layers of human evolution. The oldest part of our brain is called reptilian brain which caters our instincts, followed by limbic brain guides our feelings and emotions. While the outer most layers is called neo cortex, it is responsible for rational thinking and actions. While debating we synthesize our knowledge and experience in a way that will affect these aforementioned brain layers of our opponents.

 

  • Deliver: This is the most crucial factor of any debate sessions. As no matter how logical you are or how good research had been- unless you deliverance is appealing, you can never win a debate sessions. Every interaction or debate sessions is a one is to one bargaining game, where the dominant player is most likely to win the game. Hence, domination of your opponent can augur you further towards your triumphant glory. You may do this by proper voice, intonation, body language, pronunciation and eye movement. People listen to what you say, but to make a people think give a pause amidst your sentences. These pauses make your listeners analyze and apprehend your sentences. Even there are techniques like palm down gesture and sudden glance at the top hairline of your opponent often plays a significant role in rob your opponent off his/ her confidence.

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  • Show Gratitude: ‘Thank you’ when combined with a smile is said to have a tremendous psychological impact on the person saying it or the person for whom the gratitude is meant to be. Gratitude is said to be the primeval virtue possessed by all leaders. So in order to prove your worth.

 

 

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Also Read: How you are making good employees leave your company?

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What make good employees leave your company?

What make good employees leave your company?

goldfish jumping out of the water

Is your business facing high attrition? Does performance of your best employee drooping suddenly? Are your employees seeking leave with illegit excuses? Are you getting compelled to atrite any of your old employees on disciplinarian grounds? Then there must be some serious problem lurking high on your business and it’s prospect.

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Even though the problems are seemingly diverse but if remain ignored, these problems certainly culminates in irrevocable loss of business and revenue prospect. Hence, no matter what excuses do they give but high attrition, drooping performance of employees are issues awaiting your priority and interference.

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Also read: Google HR boss explains the only 2 ways to keep your best people from quitting

I believe that when a good employee leaves a company, he/ she loses a job but the company loses a fortune. My sheer experience in HR and critical analysis of behavioral science vastly substantiate the popular belief- employees don’t leave the organization, they leave their manager/s. Managerial incompetence is the bedrock of high attrition and dearth of employee engagement.

Job role of managers in start up generation is more than that of mere accountants, supervisors or ring masters wielding whip at his employees. They should play the role of a visionary and act as doting guardians to their employees. They should learn to discern good from evil. Hence most effective managers are the ones with deeper understanding of subjects and human psyche. Managers, being the leader should be exemplary performers, motivators and honest influencers.
So what are the managerial flaws which compel good employees leave his/her job or decline employee engagement in any organization? All that I could figure out are as follows:

1) When quality of employees surpass qualities of the manager.

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A good employee is not born overnight. Qualities that make an employee good are his/her long nurtured honesty, experience, family values, education, upbringing, insights, hard work, commitment and his past struggles. A credible manager sans ego should never leave a chance to admire those atttributes in others and take lessons from that person, eeven if he/ she is a junior employee. This how effecient managers learn to upgrade his business acumen and governing skills. We should remember that every dignified employee hates to get governed by incompetent managers.

2) Filthy politics in the guise of healthy competition.

Human resources

The difference between the two are droll. Competitive attitude within an organization is the only attribute desired by both employees and employers. In mindless pursuit of impressing his seniors, managers tend to induce superficially concocted rivalry within organization. The manager gets elated when any of his employees bags incentives, he starts believing his connived rivalry to be the key factor. Whereas its not the rivalry but the alluring incentive scheme which might have driven the employee to excel. Thus making the existence of managers as useless and virulent to the organization.

Also read: 10 secrets to running a company everyone wants to work for.

3) Exemplifying wrong employees

1-xCf5UU7Vgz3-sSh91PS1yAThis is one of the most prominent factors comprising almost 60% of all accounted attritions. Exemplification can be done in several ways like

  • a) By misrepresentation: Exemplifying wrong employees by manipulation of performance reports. Misrepresentations can be of two ways. Either concocted reports are being escalated to higher authorities or suppressing requisite information from the concerned employee with the objective of deliberate misguidance.
  • b) By attitude: Attitude of the manager towards all employees should be equal. Mentoring a team does not mean that the manager should be disgraceful to employees who doesn’t feed his/ her ego. Often its the manager who instigate and drives the behavior of other employees towards the subversive employee. Even sexual advancements by managers at workplaces are crucial factors leading to enormous attrition.
  • c) Payment deferrals at random: This problem is mostly common in unorganized industries or mid level private companies. Egoist managers tend to exercise their authority to feed their own ego. Instead of regarding their designation as responsibility they start considering it as an opportunity to execute their obnoxious intentions. Deferred salary is an integral part of any organization which may cause mainly due to paucity in operational revenue. But handling such situation demands honest and competent leadership. Forwarding salary to selective employees at random; irrespective of designation, performance or intent will stoop organizational performance irrevocably.
  • d) Ignoring their contributions: A good employee tends to justify himself to the company on basis of his salary but the best employee not only justifies his salary but also justifies the trust adhered to it. Passionate employees always try to look out for ways to improve their productivity and contributions to the company. The additional service which an employee renders to the company should always be recognized and appreciated. They try new avenues to increase prospects of his company as well as his own self. Managers failing to recognize and admire these resources drive the organization to HR bankruptcy.

 

4) Unproductive, irksome rules and regulations:

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During Soviet regime,  Maxim Gorky once during a conversation with his friend, V.I.Lenin did express his desire to become an official member of Bolshevik Party. Lenin negated his proposition and explained how stringent rules and disciplines of a communist party might rob Gorky off his free flowing creativity and spontaneity. Till his last days, Gorky never became a member of Bolsheviks.Yes, too much of rules and disciplines can worsen creativity and organizational performance. This is why Google has been voted 150th times for being the best company to work with. Irrelevant rules and regulations worsen organizational productivity more than anything else. Rules are imperative but leaders should know that if needed, how to tamper it for organizational benefits.

5) Myopic management

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“Remember, that in 70s and 80s, there were people who negated all possibilities of computer in the process of advocating typewriters.”

Myopic management at present is the greatest threat for global business fraternity. For some myopia is a result of unprecedented accidents while for some its a significant excuse to maintain status quo. Reforms in educational system since 90s has noted a remarkable upsurge in employee workforce. However ascent of leaders with entrepreneurial potential has taken a deep plunge. Most business houses prefer to nurture and exemplify status quoists instead of risk taking leaders. Remember, that in 70s and 80s, there were people who negated all possibilities of computer while advocating for typewriters. In today’s dynamic market scenario, being non- chalant is utterly suicidal. Overtly obsequious employee tends to shirk responsibilities and decisions which may affect status quo of the organization. Businesses fail mostly in lieu of myopic perspectives of their managers. Though these status quoists can also be indispensable part of an organization- only if their job role demands them to be replicators instead of initiators (read managers/ C suite).

myopic management

It’s clear that managing for the short term comes at the expense of firms’ long-term value. But what can be done to limit this type of behavior? One reason that managers engage in myopic management is that they are evaluated on current financial performance. Often, managers are rewarded for the gains but not penalized for the losses, or they are able to move on before negative consequences transpire. Companies can reduce incentives for myopic behavior by increasing vesting periods and delaying payoffs to departing executives. Firms should also look beyond their current earnings and share prices when setting performance evaluation standards. Consideration should be given to a variety of factors, both financial and non-financial. The non-financial ones need to reflect strategies with long-term value implications. For example, many of the key aspects of a brand’s strength, such as differentiation from the competition or the degree to which customers perceive the brand as relevant to their needs, can be measured through surveys and then linked to compensation. Long-term performance measures will motivate executives to manage with an eye to the future.

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Every organization should have effective HR policies to distinguish leaders from bosses. Myopic management are most likely to nurture and bequeath the same stigma to their next line of professionals.

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CV is good, story is better.

CV is good, story is better.

“Storytelling is as old as the campfire, and as young as a tweet”- Richard Branson

Last night I went to watch movie at a nearby theatre. To my amazement, the man sitting next to me was watching the trailer of the same movie in his mobile phone (thanks to Jio)! In this process he missed the climax of the movie he paid for.

In most cases HR professionals do the same thing while hiring new recruits. I have seen employers recruiting people based on their assumptions derived from applicant’s CV. Given the authority to recruit people, I went in contrary to this popular ritual. And now I can boast of a talented pool of young professionals who can make every impossible possible. In last 3 months they have been setting remarkable examples in terms of proficiency and deliverance. Adversities are no longer excuses rather they consider them as integral attributes in their daily schedule.

Certainly, creating such a pool of  resource is no big deal unless you are hailing from a non-MBA background, suddenly entrusted with the daunting task of HR.

Ignorance is bliss. With no formal knowlwdge of HR, I’d to rely on my gut feelings. As an advertising professional, I always relied on stories rather than facts and figures. We conducted almost 100 interviews to select a pool of 6 professionals who can steer the course of business and profitability for my clients.

CVs to me are always over ornated depiction of the applicants. I have never seen a CV elucidating vices of the applicant. Every CV warrants the applicant as Dalai Lama seeking Nirvana through a mortal sales job.

Hence we started searching for people with stories, persuasive stories of achievements and humane failures.This is because stories have an emotional power to persuade that gives them an edge over pure logic.

Leadership stories are designed to change our conventional thought process. Stories are carefully chosen to achieve objectives. This can be done only when our audience (be it an employer or customer) can connect and resonate with our story.

To achieve a purpose, we have to think about what people will take from the story. A purposeful story should have substance, sincerity and a great truth at its core. It should also have a strong call to action. We need to know what the listener/s want to believe and understand at the end of the story. The key principle, as always, must be to change behaviours and achieve results.

In those hundred interviews, we never asked applicants about their achievements and aspirations. Rather some of the applicants broke into tears when asked a simple question: “what has been your worst failure, mention of which makes you feel disconcerted?” A single question breaks through their ultra attentive persona while exposing their long suppressed vulnerability. We are, how we deal with our vulnerabilities.

To err is human, especially when you are into sales and marketing. This is the reason why we never desired for a perfect professional, impeccably dressed, sans slightest traits to err. They are superficial with attitude like that of a machinery. Marketing is nothing but communication, and we only love to communicate with human beings.

In last 100 interviews I met two kinds of applicants. One, stuffed with corporate jargons, freshly rolled out of business schools (or even experienced) and others though hailing from diverse backgrounds but stuffed with stories of myriad hues.
While the former failed to convince me for buying a brand new Parker pen; the latter bagged a nod with a joining letter.

I suggest all aspiring job applicants to pause and start searching for stories in their own lives. You are not a CV but your unique insights derived from stories within. 

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Buy-bell (Prologue)

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If you have read the cover story of Buy-O-Logical, you must be knowing that this blog series is just assumptions, completely based on my own experience and apprehensions as an advertising professional. As the cover title was inspired from the bestseller by Martin Lindstrom, we owe our gratitude to the legendary researcher.

We all know the root cause of consumption is nenecessity, Buy-O-Logical will gradually unravel the mystery that drives our buying behaviour. It will vastly delineate the logic, necessity and societal belief systems which promote consumption. It reveals all possible situtations in which we succumb to our desire for spending. How our friends, family and society instigate our individual buying habits.

This is a journal series based on practical experiences and case studies from large and small business houses. Buy-O-Logical lends an unique perspective to both consumers and sellers about the intricacies and intrinsic logic that we deal with before buying.
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Buy-O-Logical

When do we buy? 

When we need it.

When he/she says that we need it. 

When they say that we may need it. 

 

I believe, no ism unites us more than consumerism.

 

Buy-O- Logical is an independent attempt by #Asksubho to unearth the deepest drivers of human psychology and logic which drives human behaviour, consequently fuelling the frenzy named- Consumerism.

​Source: wallpapersonthe.net

“Though my decade long stint in advertising and audio visual media has not ensured me a fortune but it did confer me with indelible understanding of human psyche and behaviour.” –Subhadip Ghosh.

Buy-O-Logical is a deeper introspection of human psyche and consumer behaviour in India. It is an attempt to unravel the intinsic logic of consumption in India. A nation with over 1.25 billion population is fast becoming the hub of global businesses and corporates. Buy-O-Logical is a series of blogs starting with a prologue followed by 7 articles and an epilogue to encapsulate the philosophy behind consumer India. We hope you will find them relevant and intriguing.

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