December 17, 2010 11 Comments
You must have noticed thru the two years of Advantage social / Advantage zyaada/ Advantage Brands our use of content systems from the blogverse has been incidental and for rebuilding social capital
Google in fact does realise that and does not list our analyses in blog pages, listing it in the main search results pages..one of the popular ones with both bing and google and Facebook being “Bank results season” others of course almost all business topics with Advantages.us before and after it. Twitterone has survived too. the purpose of the catcalls – to look for the needle in the haystack, the paying proposition…thence the title of this piece. Though bloggyish, this post also will not be a narrative of my travails and tribulations much so because that would at best be a paying blog/blogger and i am trying to harness the social web and the global financial markets with a bigger idea. I am of course catching the most picky topics so many brands have done exactly the things i liked or “asked” them to do and so did many sports rise in the social world so most of my readers do have an instant opportunity to become instant competitors when they come across the right words to launch their inner demon ( the good guy, the achiever) from the millions on offer. But the thornier question is to find the way to profits and greenbacks while creating and preserving profits and brands for you without resorting to the flailing tactics of the hitherto Wall Street champion, WSJ or even the Pearson media property the FT.
The digital media of iPad, Kindle or the web properties of Facebook and Twitter are closer to the utopia but even these cannot claim to have it good in that cradle of human consumption for the next two decades. Oreos and Mac and Cheese might still have a better chance than the digital business models in getting paying customers here in Asia. And there in, lies my pain..
For others who have the funding and the people to back the ideas, they might consider the following as essential requirements in selling services on this side of the sunshine line:
1. A value proposition that does not need anything more than a bare visit to the property to prove its worth. India and China consumers and corporate customers are very much concerned with the intuitive buy in and not reams of proposals and analysis
2. An ability to continuously deliver a paying surprise. Services products especially need to withstand the torment of time and patience and produce winners like clockwork, like your sports stars we’d rather buy a daily Venus Williams than a once an Olympics Agassi..
3. Find a paying club to back you. Individuals and Credit Card customers are unlikely to buy more than groceries or laptops, offices, resident associations and even midwives clubs are more likely to buy subscriptions, consulting services or even taxi services. ( fleets just have to charge lesser than a taxi to sign up, and they’ve hardly done anything else anywhere else in the globe)
The caveats are many and stay the same much because of entrants like the WSJ and Apple:
!. Most global services/ design brands end up looking at a premium/luxury niche alone in these markets – Great for profits but still not likely to tap even 5% of the Consumption club in these countries across the new towns, the boom towns and the always forever towns
2. Do a little soul-searching when you do your staffing..Most global services brands make more than a few costly hiring mistakes when they come in the open door and it is difficult to overturn these later..typically a lot of European brands could attest to such an experience ( and Kraft of course )
3. Go on a media binge – it pays. IT’s ok in the caveats, really. That is the lesson early advantage seekers may have learnt already. This market rewards public presence tremendously. Get good PR and make it work continuously. Buy more advertising, just to sell the name for a few first months and then for the services ideally. The caveat – these markets can be very suspicious of a name they have just heard and reward the competitor who irrespective of product or service quality is louder and more lucrative for the distributors
4. last but not the least, despite the lower likelihood of unemployment, the number of free hangers-on who will never write a word for or against you or actually analyse their own pronouncements before making them will stay in the high millions for every trusted advisor you sign here. WOM – what’s that?
- Bing upgrades draw upon Facebook, other partners (seattletimes.nwsource.com)
- Google Will Respond to “valid Requests” for Data From India (pcworld.com)
- Google Zeitgeist: What Did India Actually Search? (globalthoughtz.com)
- Goldman Sachs Is Wrong About Baidu (fool.com)
- Monsoon Covers Half of India (online.wsj.com)