RSS

Monthly Archives: January 2010

Google Extra Potential

28 Jan

Searching On Google

Searching on Google search engine is simple: just type whatever comes to mind in the search box, hit Enter or click on the Google Search button, and Google will search the web for pages that are relevant to your query. Every word matters. Generally, all the words you put in the query will be used. There are some exceptions.

  • Search is always case insensitive.
  • Generally, all the words you put in the query will be used.
  • Punctuation is ignored.

Some Basics

Most of the time you’ll find exactly what you were looking for with just a basic query. However the following tips can help you refine your technique to make the most of your searches.

  • Keep it simple. If you’re looking for a particular company, just enter its name, or as much of its name as you can recall. Most queries do not require advanced operators or unusual syntax. Simple is good.
  • Think how the page you are looking for will be written. A search engine is not a human; it is a program that matches the words you give to pages on the web. Use the words that are most likely to appear on the page. For example, instead of saying [my head hurts], say [headache], because that’s the term a medical page will use. The query [in what country are bats considered an omen of good luck?] is very clear to a person, but the document that gives the answer may not have those words. Instead, use the query [bats are considered good luck in] or even just [bats good luck].
  • Describe what you need with as few terms as possible. Since all words are used, each additional word limits the results. If you limit too much, you will miss a lot of useful information. The main advantage to starting with fewer keywords is that, if you don’t get what you need, the results will likely give you a good indication of what additional words are needed to refine your results on the next search. For example, [weather Gujrat] is a simple way to find the weather and it is likely to give better results than the longer [weather report for Gujrat Pakistan].
  • Choose descriptive words. The more unique the word is the more likely you are to get relevant results. Words that are not very descriptive, like ‘document,’ ‘website,’ ‘company,’ or ‘info,’ are usually not needed. Keep in mind, however, that even if the word has the correct meaning but it is not the one most people use, it may not match the pages you need. For example, [ celebrity ringtones ] is more descriptive and specific than [ celebrity sounds ].

Reading Search Results

Google’s goal is to provide you with results that are clear and easy to read. The diagram below points out four features that are important to understanding the search results page:

1. The title: The first line of any search result is the title of the webpage.

2. The snippet: A description of or an excerpt from the webpage.

3. The URL: The webpage’s address.

4. Cached link: A link to an earlier version of this page. Click here if the page you wanted isn’t available.


Search Operators

operator

information

+

 This operator will help to add text in the search key words for example if you want to find music and also want Google to look for the word atif aslam. This operator will add the search word atif aslam in the key word. You should type like this music+ atif aslam.

–

 This operator will help to remove extra attached query in the search key words for example if you want to find atif aslam music but did not want music. This operator will remove word music from the search word atif aslam music. Google will look for atif aslam only. You should type like this atif aslam-music.

OR

 This operator will help to add optional search for Google in the search key words for example if you want to find music and also want Google to look for the word atif aslam. This operator will in the search will bring those results that contain both atif aslam and music but also search individual key search from single website like atif alsm in one website and music on other. You should type like this atif aslam or music.

operator

information

” “

 This operator will help and forced Google to search for particular search key words for example if you want to find pakistan soft drink market. This operator will force Google to look for Pakistan soft drink market on all the websites. You should type like this “Pakistan soft drink market”.

~

 This operator will help to look for similar words, or synonyms. If you want to search health tips this operator will returns results with heath help, guide, tutorial etc. You should type like this ~tips.

*

 * Operator is called a wildcard. This operator will help for something was half in your mind. This will force to Google to join the part with the part that was not in your mind. For example if you want to find song tera bina zindagee say shikwa naheen. This operator will force Google to look for remaining part of lyrics tera bina zindagee say shikwa naheen on all the websites. You should type like this *tera bina zindagee say shikwa naheen.

. ..

 This operator will Search for product ranging between the amounts you desire. For example if you want to search for computer ranging between Rs 500 to 1000. This operator will search for the sites that have information and contain computer between Rs 500 to 1000. You should type like that computer Rs. 500. . .  1000 .
 
2 Comments

Posted by on January 28, 2010 in General

 

Tags: , , , , , , , , , , , , , , ,

Marketing insight ( Lays chips)

23 Jan

Story in focus:

The brand named as Frito Lays relatively new in the market. In 2006 lays entered in Pakistan. It has capture about 70 percent of the snacks market till start of 2009. It gained market share by competing its segment competitor super crisp, kurleez, slanty. Lays first target segment of customer with age of 16 to 24 and living in the area of urban section.

After having success in the market places it than started to target on mass appeal. In April (2009) email start circulating showing that lays product containing element of E361. Element claimed to be obtained form the Pig fat. The email subjected with the name of Dr. Amjad Khan of Medical Research Institute at USA forbidding Muslim to not use lays product as element of HARAM and HALLAL. After the email on the net Bolger start posting the cautionary article about the issue raised by Dr. Khan. Email rumor has first impact on the customer segment of people aged 35 plus than it reached to younger which primary target segment is of lays brand. After that SMS were bombarded to hit mass customer to make them aware of the issue. Condition become worse when anonymous letters are generated and distributed to retailer and distributor about the product lays and allowing them to stop the distribution of product. Next month prove to be the night mare for the brand as in the first half of May 2009, Royal TV and other channels Al Huda, Aaj, Express and City42 starts series of negative report about the issue of lays brand.

Company Strategy against issue:

Frito lays, Corporate and Marketing Communication (CMC) awake and did steps  to resolve the issue that brand is facing.

First step they do is to make clear the customer about the element nature (HARAM or HALLAL). Intention was to prove it HALLAL. Frito lays traced back to Dr. Khan (and to Aurora did) but the Dr. Khan was untraceable. South African National Hallal Authority and Islamic Food and Nutrition finds no results related to email sender. Research was conducted showing that E361 is flavoring ingredient obtained from animal and plant too. But Lays E361 is obtained from plant starch and also other products in market like soups and chicken cubes have that element E361. Lays made series of pres releases showing proves from local and international scientific and Islamic authorities clarifying that lays chips are halal. After that series of burst marketing campaign was launched by poster and TV vehicles clarifying the issue. Letters were mailed to distributors and retailer clarifying the situation faced by them and allowing them to make the customer aware of the reality of issue. . Conditions allowing organization to take further steps regarding issue. Frito lays go for celebrity endorsement regarding the issue and brand ambassador chosen was Javaid Jamshaid former pop star. Advertisement was rune don radio and TV channels to help the confused customer regarding brand. This will click and sales began regained. Suggestion celebrity endorsement and Javaid Jamshaid was appreciated by some concerns.

outcome:

  1. Word of mouth a powerful medium of advertisement.
  2. Brands manager must be proactive in their decision
  3. Multinational organizations must take in the issues related to religious and emotional nature in the region and people they are operating
 
8 Comments

Posted by on January 23, 2010 in Brands

 

HAPPY TO HELP. . . . !

23 Jan

Strategy:

As advertising strategy is the creation of a message that communicates to the target market and provides the benefits that product or service have. “Happy to help” add of the Vodafone is unique in nature which focus on the customer are preferred first and cared in their daily routine work. Advertising involves the interaction of complex mix of factors to create maximum impact in the minds of target customers.

Target Market:

Understanding the target market is a key requisite of advertisement strategy. First add strategy is to hit those users who fall in the category of target audience. Advertisement is done with the two folded object first to hit the target market including user of brand likewise reminders and by describing benefits regarding brand and second is to attract potential customers of brands.

Add focus on current and potential subscribers of Vodafone to provide wide variety of VAS with superior customer service or we can say add gave reason to people to stick to Vodafone. Target audiences were Vodafone users calling for inquiry of the problems they have.  In the add Vodafone is trying to promote their customer service with the motto “Happy to help you”. Advertisements exclusively emphasizes that “Vodafone is all too happy to help you” which depicts customer care centers are open for help 24 hours in week, service mobile vans ready to help at door step and Vodafone stores are also at  service so that customers are never too far from service. These above mention services are shown time to time in add of “happy to help”. Add shows to target customers that Vodafone is company that care for customer at every part and moment of life. Add also target the potential users of Vodafone that we help users when they need us and when they did not need us.

Need Satisfied (Differentiation And Positioning):

Telecom segments serve the basic needs of calls, long distance calls and the international. But the era of marketing transformed from customer pleasure to customer delight. Customer care serves great role in satisfying customers. Vodafone having strong network perception in consumers as almost this consider point of parity, the role of happy to help add has changed from symbol of a strong network to a symbol of superior customer service. Vodafone ad campaign focuses on the positioning of ‘Happy to Help’. Position signify in add where little girl is constantly getting help from pet dog in various situations and dog is happy to help the girl. It’s said that a dog is a man’s best friend. Vodafone is using the Pug as symbolic of its strong customer service. Differentiation lies in the add by using dog at a time when people started thinking that the dog was a thing of the past, Vodafone has revive its standard to deliver message. For over the years Vodafone has been using dog in various campaigns, including the one announcing the transition from Hutch to Vodafone. Add differentiation lies by promoting customer care helpline service in unique relation of trademark dog and the girl. The cute dog represented company’s customer executive or say the customer care helpline services. Dog showing faith and comment to its owner justify tagline ‘Happy to help’. The purpose of add is to bring alive the Vodafone Customer Service promise and make it more tangible.

Objective: AIDA Model And Reminder:

Objective of Vodafone “happy to help” add is to bring alive the Vodafone Customer Service promise and make it more tangible. The ad ends saying that “Vodafone is all too happy to help you” when you need them. When add goes out of its way to promise something Vodafone better live up to it. Add act on the “think-feel-do“response principle in which audience are provided with information with the element of emotions. Vodafone blend both hard and soft ball approaches to pursue and show at the same the brand image. AIDA (Attention, Interest, Desire and Action) model shows the add effectiveness how it catches the viewer interest to stick to TV while it plays. Vodafone add following points which make it more effective.

  • Attention: Attention points in add are background music and inspirational lyrics and dog, girl relation.
  • Interest: Emotional attachment with pet, dog helping girls in minor tasks
  • Desire: Network that care for customer, helping like faith for customer
  • Action: call service lines, visit franchises or care center, log on to website for inquires

Creative Idea:

Marketing is nothing but effectively communicating (spreading) your ideas to target customers others and advertising is just one of the ways of doing it.

Attract attention:

Most attention point in add is background music blend with beautiful lyric emphasize on the relationship both brand and customer (girl and dog). Wonderful lyrics that are blend with passion of relation need to show play its great part in add. Combination of sound environment and sentimental expression of relationship is the main success of add. As add are made to capture customer perception that they are doing at their best. Add featuring the pug and the little girl is built around the ‘Happy to help’ philosophy, which platform the brand’s customer services. The ad re-emphasizes and refreshes consumers that the brand is customer-centric and is easily accessible. Superior customer service would be there to help you in every possible way, at every possible place and at every possible time.

Creates interests:

Creation of interest plays its part so that users stick to add and make it recall through reference groups. Add is wonderful depiction of emotion attachment of girl and dog. Emotion attachments among cute looking character are truly exceptional to hold customer interest for the moment. Another aspect is helping to customer without order means knowing the need what customer want. This point is illustrated through the dog, who is helping the girl to get ready for school, getting her socks, helping her water the plants, help her fish, running to her school to deliver the tie. These all points’ emotional attachment of girl with pet and helping make the audience sticks to add rather than switching. Add showing Vodafone services go beyond plain Voice and SMS to offer something more to the consumer. These not only help the consumer in making the most of his mobile connection but also put a essence of emotion on their faces.

Persuade to buy:

Add another aspect is its persuasive trend as dog and girl relation where little girl is constantly getting help from pet dog in various situations and dog is happy to help the girl This illustrate that superior customer service would be there to help you in every possible way, at every possible place and at every possible time. Add arose essence o image in the potential customer to have that service in their life.

Create differentiation:

Vodafone propositions represent excellent customer services in his add. Add is all different as Vodafone tried to break the monotony created by advertisement in Indian market either uses of humans or use of completely animated characters to promote product or services. Vodafone Ads difference is that they try to use less of the celebrities in their ads the aim behind this is that those who act in their ads become celebrities (dog). Idea of relating dog and human relation to target customer service
is surely out of box thinking and this blending create buzz in the market. Vodafone possible differentiation based on strong network which has changed through series of “happy to help” add to symbol of superior customer service. Through this superior customer service Vodafone go beyond the usual to offer services that would offer more and add value to the life of the subscriber.

Creative execution:

An idea is only as good as its execution. Add is good combination of create emotive lyrics, situations and indoor and out door photography and awesome acting of both the dog and girls. Few creative points that first music that plays on background is not noisy not slower but full of life and separate tone of Tin…. Tin….makes the sound track most amazing. Second lyrics with majestic wordings

Everyday I want to fly, stay by my side…..
Everyday I want to dream, stay by my side…..
Every morning I wish I could just play…..
Wish the mornings would just stay…..
Everyday I want to fly, stay by my side…..
Everyday I want to dream, stay by my side…..

Third point is combination of indoor and outdoor photography like indoor decor while getting ready for school and outdoor decor of catching fish and running after school bus excellent combination of environment. Fourth is acting of girl and dog, actually the girls is from South Africa, and very professional and best thing is that she loves dogs immense that point click the add execution most. Presentation of happy to help add is awesome as in the end it say “Vodafone is all too happy to help” from customer care, means a clear cut message to customer showing that we are there to help you in any situation.

Media:

The media mix for the campaign includes TV, print, outdoor, radio and below-the-line activities. I think TV medium is best to display such add which make perception regarding brand.

 
2 Comments

Posted by on January 23, 2010 in Blog Posts