Marketing lessons from Narendra Modi
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The document explores the perception and marketing strategies behind Narendra Modi's rise as a Prime Ministerial candidate in India. It emphasizes the importance of 'customer value maximization' in political marketing, showcasing how Modi effectively connected with voters through relatable narratives and targeted communication. The analysis highlights the shift from traditional advertising to personalized messaging and the role of technology and analytics in shaping voter behavior.
Marketing lessons from Narendra Modi
- 2. Who do you think is going to be our next PM? Christmas Day, 2013
- 3. Hmmm
- 4. The first name that comes to mind is….
- 6. He’s been the CM of Gujarat for 3 terms
- 7. His state has seen phenomenal progress He’s been the CM of Gujarat for 3 terms
- 8. His state has seen phenomenal progress He’s been the CM of Gujarat for 3 terms He’s definitely better than the rest…
- 10. PM candidate
- 11. A Purveyor of Progress
- 13. And…
- 18. Our PM hmmm….
- 19. And its all about us choosing the PM!
- 20. We choose someone who we perceive appropriate… and that’s based on what we tell ourselves Prime Minister
- 21. And this is how we perceive..
- 22. 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
- 23. …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
- 24. And how we perceive, shapes our choice
- 25. This is actually anatomy!
- 26. That shapes our choice RATIONAL EMOTIONAL
- 28. All perception is reality
- 29. In making a choice we always use our perceived reality
- 30. Our perceived reality apparatus while making a choice…
- 31. Our perceived reality apparatus while making a choice works as follows… “We don’t trust what Ads tell us”
- 32. 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”
- 33. 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”
- 34. 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”
- 35. 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”
- 36. So how do we tell something that they tell themselves?
- 37. So how do we tell something that they tell themselves? The Youth
- 38. So how do we tell something that they tell themselves? The Youth The Farmer
- 39. So how do we tell something that they tell themselves? The Youth The Farmer The Senior Citizen
- 40. And others…
- 41. 1. We first start with a good product…..
- 42. 1. We first start with a good product….. 2. Then power it with great marketing
- 43. So, To begin with we need a good product
- 44. Not that we had too much of a choice….
- 45. Brain scans confirmed that people don't just think that the more expensive iPhone compared to cheaper clones worked better
- 46. It actually did work better…
- 47. Good marketing will kill a bad product faster…
- 48. Hence you need a good product to begin with.
- 49. But in a hyper connected world, where consumers are exposed to 5219 brand exposures every day, ONLY a few win.
- 50. Because, marketing is complicated these days
- 51. Brands continue to use traditional and reminder media to generate action. Stimulus Brand Marketing ATL + BTL Traditional + Reminder Media Desired Action
- 52. But it results ONLY in interaction and not the desired action. Stimulus Interaction
- 53. Between stimulus and desired action lies interaction Stimulus Interaction Desired Action
- 54. The challenge is to drive interaction to desired action. Stimulus Desired ActionInteraction
- 55. Customer Value Maximization helps you overcome this challenge Stimulus Desired ActionInteraction
- 56. So what’s this winning marketing formula? How did Modi make this last mile connection with the electorate?
- 57. How did Modi convert ‘Brand Modi’ interactions to desired action (Votes)?
- 59. But how does Customer Value Maximization work?
- 60. “Customer Value Maximization combines Communication with Analytics and Technology that converts marketing stimulus to desired outcomes.”
- 61. All of us knew about these people
- 62. But we couldn’t place our faith in them!
- 63. Both did conventional brand marketing… BUT couldn’t influence the majority of us
- 64. And this is what happens to all brands today…
- 65. 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…
- 66. Modi delivered us a story… A story that resonated…. and a story we embraced and told ourselves
- 67. And a story they told themselves The Youth The Farmer The Senior Citizens
- 68. “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
- 70. Because he used Customer Value Maximization to influence interactions to actions Stimulus Desired ActionInteraction
- 72. 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
- 73. 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
- 74. Communication – Its not about what you say, its about what others get from it
- 75. 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
- 76. Let’s take Shilpa Shetty. Her acting career was irrelevant. She was irrelevant. She won Big Brother because hers was a story of fighting racism, that was aired on global television.
- 77. There were lot of good contestants in the Big Brother series. But there weren't any good stories.
- 78. "Likewise, Narendra Modi had a good story… In fact a lot of good stories"
- 79. Context sensitive speeches rousing the sentiment of the local people identified him as one of The Farmer
- 80. 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
- 81. The BJP ‘Lotus’ symbol, chants like “Chai pe Charcha” and “Ab ki Baar, Modi Sarkar”, established brand ‘Modi’
- 82. Sites extolling his virtues and successes were launched and Modi’s perceived accessibility made him the subject of various social communications
- 83. From TVCs to radio and print, from digital to merchandising and beyond, Modi was on the screens and minds of everyone…
- 84. What do you see in the above image?
- 85. A loving couple with a man holding a woman from behind?
- 86. Oh. But did you see the dolphins?
- 87. What dolphins?
- 88. 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.
- 89. People chose to ignore the fact that Tamil Nadu had better progress statistics than Gujarat
- 90. 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)
- 91. Analytics – Its about what’s working, what’s not and what possibly will
- 92. 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
- 93. 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
- 94. 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
- 95. Modi’s campaign was thus, able to target the youth demographic that was estimated to be about 150 million
- 96. Real time monitoring and contextual advertising of Modi’s prowess Click here for jobs in Delhi
- 97. 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
- 98. Technology – Its about reaching your customer at a time she wants to listen you on a device she prefers
- 99. 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
- 100. Data Analysis and Data Collection tools were employed to collate trending social information for instant trend identification.
- 101. Real time communication on channels such as Twitter, Facebook and WhatsApp struck a chord with youth influencers
- 102. Multi screen broadcast of rallies and speeches across TV, web, mobile and even toll free phones was a big hit.
- 103. The onus was to reach people, wherever they were, via whatever medium they were comfortable with
- 104. And the outcome…
- 106. For a detailed analysis, check this report
- 107. Acknowledgements The author of this report is Srinivas Chari and the Solutions Team, Xerago. Srini Leads & manages client solutions and marketing at Xerago Sashi Manages marketing for Xerago Ram Manages client solutions at Xerago Suraj handles the research and analysis at Xerago
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