ProductCommunication

Naman Sarawagi@namansr

#PNCamp B2C– Pune8th Oct

WhyShouldIUseYourProductAppealToThe7Sins

• Gluttony – FoodImagesInMenu• Lust – 10PMScoopwhoop.AxeDeo.• Pride – Createswordofmouthgrowth.• Envy – VisibleMarkers.LargeLogos.Bluetick.Jockey.FOMO• Wrath – Anger– Modi vs.Kejriwal Posts.Patanjali ad.Incumbentisfoolingyou.• Sloth – Moststartuptoolsattackhere.• Greed – Shouldattackhereforcalltoaction.AcceleratesWoM.

Examples• FreshMenu – Gluttony,sloth• Freecharge – greed,pride,envy• Deo – Lust.Fogtriedgreed.• Dominos– Greed,Gluttony.Saladisabadbusiness.• Quikr Doorstep – Sloth• MouthShut,Akosha – Wrath,Sloth• Reviewsites- PrideorWrath.Nothinginbetween.

• FindYogi– “Makebetterbuyingdecisions”PromotingPridebutnotinstant.• ZopNow.Grofers vs.Bigbasket – Slothisnotonlyaboutsavingtraveltimebutalsodependability.

PredictabilityProductpredictabilitycomesfromprocessexcellence.1. TVshowtiming– sameeveryday.Youcanplanyourdinneraroundit.2. Scoopwhoop –Softpornarticlesalwaysintheevening.3. Dominos- 30-minsdelivery4. Cartoonsinanewspaper– Alwaysatthesameplace.

Interactionpredictabilityiscopywritinganddesign.UIshouldmakesurethatIdon’tneedtothink.

1. Nextstepsinapurchaseflow2. Currentstatusoforder3. CurrentStateofuser4. Medium/Kindle– Readingtime.5. Trafficsignal/TVads– Timecountdown.

CommunicatetoMakeUnexpectedBehaviorMorePredictable Communicate

toAvoidAnxiety

ReinforcingTrustatRightMoment

1.Mediacoverage2.Personalconnectatevents3.Showrealusers- Facebook contesttoupload picswithcoupons

Freecharge - Howwebattledtrustissue

1.MakeMytrip - FlightVs.Hotels.“Hotelsunlimited”2.Zomato - Hugecampaign forFoodordering

Positioning - DoARealityCheck

PositioningNeedsRegularCommunication

1.Founder’sSocialmediaactivity- Avlesh,VSS.2.Company’sSocial Profile=IndustryNews3.UseCasestudies- ZipDial =Missedcall

ThoughtLeadershipHiring- Sales- IndustryLeadership