So, let’s face the truth, shall we? Marketing is, well, kinda vague. Quite a bit of it is very subjective, even with the use of fancy softwares like SPSS and what not to help you do complicated things like segmentation, positioning, etc. The different kinds of words used don’t help either - viral, buzz, traditional, outbound, search, niche, guerilla, etc. What helps is a live example.
A few weeks ago, we had a real live prisoner’s dilemma situation - a deadlock wherein neither party agreed to compromise. The past two weeks have been spent going for committee interviews and doing their respective assignments. As a part of this, MessComm asked its applicants to make an IMC campaign around their agenda. Among the most notable ones were PGP-18 students Soma Panda and Surbhi Tiwari.
Applying previously acquired knowledge of olfactory memory and strength of recall was Soma, who took the sensory marketing route, among other things. Her posters of strawberries and oranges in the mess really did smell like fruits (I suspect The Body Shop products had something to do with that). As long as you weren’t an unsuspecting victim and innocently touched the poster, you were fine.
To counter this Surbhi planned an ambush. Post-Its suddenly popped up all around the posters with every PGP-18 student’s name on it. Behind that were names of very delicious sounding dishes and not-so-subtle indications as to who to vote for resulting in curiosity, visibility, brand recall and a lot of amusement.
Considering these were the two candidates who won the election last night, let’s hope their promises are delivered. Pancakes and cupcakes, anyone?