Who do you

think is going

to be our next

PM?

Christmas Day, 2013

Hmmm

The first name

that comes to

mind is….

NARENDRA

MODI

He’s been

the CM of

Gujarat for 3

terms

His state

has seen

phenomenal

progress

He’s been

the CM of

Gujarat for 3

terms

His state

has seen

phenomenal

progress

He’s been

the CM of

Gujarat for 3

terms

He’s

definitely

better than

the rest…

Meet Narendra Modi.

PM candidate

A Purveyor of Progress

A Political Superstar

And…

Someone to everyone

Our PM

hmmm….

And its all about

us choosing the

PM!

We choose someone who we perceive

appropriate… and that’s based on what we tell

ourselves

Prime

Minister

And this is how we perceive..

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

…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

And how we perceive, shapes our choice

This is actually anatomy!

That shapes our choice

RATIONAL EMOTIONAL

All perception is reality

In making a choice we always use our

perceived reality

Our perceived reality apparatus while making

a choice…

Our perceived reality apparatus while making

a choice works as follows…

“We don’t trust what Ads tell us”

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”

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”

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”

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”

So how do we tell something that they

tell themselves?

So how do we tell something that they

tell themselves?

The Youth

So how do we tell something that they

tell themselves?

The Youth The Farmer

So how do we tell something that they

tell themselves?

The Youth The Farmer The Senior Citizen

And others…

1. We first start with a good product…..

1. We first start with a good product…..

2. Then power it with great marketing

So, To begin with we need a good product

Not that we had too much of a choice….

Brain scans confirmed that people don't just think

that the more expensive iPhone compared to

cheaper clones worked better

It actually did work better…

Good marketing will kill a bad product faster…

Hence you need a good product to begin with.

But in a hyper connected world, where consumers

are exposed to 5219 brand exposures every day,

ONLY a few win.

Because, marketing is complicated these days

Brands continue to use traditional and reminder

media to generate action.

Stimulus

Brand Marketing

ATL + BTL

Traditional + Reminder Media

Desired Action

But it results ONLY in interaction and not the desired

action.

Stimulus Interaction

Between stimulus and desired action lies interaction

Stimulus Interaction Desired Action

The challenge is to drive interaction to desired

action.

Stimulus Desired Action Interaction

Customer Value Maximization helps you overcome

this challenge

Stimulus Desired Action Interaction

So what’s this

winning marketing

formula? How did

Modi make this last

mile connection with

the electorate?

How did Modi convert

‘Brand Modi’

interactions to

desired action

(Votes)?

Using Customer Value

Maximization

But how does

Customer Value

Maximization work?

“Customer Value Maximization combines

Communication with Analytics and Technology

that converts marketing stimulus to desired

outcomes.”

All of us knew about these people

But we couldn’t place our faith in them!

Both did conventional brand marketing…

BUT couldn’t influence the majority of us

And this is what

happens to all

brands today…

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…

Modi delivered us a

story…

A story that

resonated…. and a

story we embraced

and told ourselves

And a story they told themselves

The Youth The Farmer The Senior Citizens

“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

But people

choose Modi

Because he used Customer Value Maximization to

influence interactions to actions

Stimulus Desired Action Interaction

But what

happens

between

interactions

and actions?

Customer Value Maximization Zone

INTERACTION

Co

mm

un

ity

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

Customer Value Maximization uses

communication, analytics and technology to

convert interactions to desired action.

INTERACTION

Co

mm

un

ity

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

Communication – Its not about what you say,

its about what others get from it

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

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.

There are a lot good actors out there. But there

aren’t a lot of good stories.

"Like Shilpa Shetty, Narendra Modi had a good

story… in fact a lot of good stories"

Context sensitive speeches rousing the sentiment

of the local people identified him as one of The

Farmer

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

The BJP ‘Lotus’ symbol, chants like “Chai pe

Charcha” and “Ab ki Baar, Modi Sarkar”,

established brand ‘Modi’

Sites extolling his virtues and successes

were launched and Modi’s perceived

accessibility made him the subject of various

social communications

From TVCs to radio and print, from digital to

merchandising and beyond, Modi was on the

screens and minds of everyone…

What do you

see in the

above

image?

A loving

couple with a

man holding a

woman from

behind?

Oh. But did

you see the

dolphins?

What

dolphins?

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.

People chose to ignore the fact that Tamil Nadu

had better progress statistics than Gujarat

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)

Analytics – Its about what’s working, what’s

not and what possibly will

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

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

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

Modi’s campaign was thus, able to target the youth

demographic that was estimated to be about 150

million

Real time monitoring and contextual advertising of

Modi’s prowess

Click here for jobs in Delhi

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

Technology – Its about reaching your customer at

a time she wants to listen you on a device she

prefers

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

Data Analysis and Data Collection tools were

employed to collate trending social information for

instant trend identification.

Real time communication on channels such as

Twitter, Facebook and WhatsApp struck a chord

with youth influencers

Multi screen broadcast of rallies and speeches

across TV, web, mobile and even toll free phones

was a big hit.

The onus was to reach people, wherever they

were, via whatever medium they were comfortable

with

And the outcome…

So this is

Customer

Value

Maximization!

For a detailed

analysis, check

this report

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 Suraj Sashi Srini

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