Ramadan is coming, you must be working on your Ramadan Campaign. Here are some tips for those marketers who plan to differentiate while trying to reach to Muslim market.
What is worth mentioning here is that Brand Communication has learnt to ride on the waves of uneasy insights and relate to the consumer. But somehow, all of those learning fail to affect the way we produce Ramadan Campaigns.
This presentation brings out Insights into the Muslim World that waiting to be tapped. Please don’t waste your time reading it any further if you don’t plan to differentiate.
For almost a decade now, I have been part of Marketing research fraternity I have seen good presentations to surprisingly bad presentations. I have met truly inspiring researchers and researchers’ who have no clue about almost everything.
Here are my two cents of what I found common amongst good researchers and bad researchers across multiple cultures and countries.
A good researcher presents a story. A story with twists and turns, actions & corrections and jaw dropping functional pointers. While he is talking you feel like your imagination is ignited and you land up on ideas which can be a landmark achievement for your CVHis Motto: Inspire
he will bring forward insights not only from data but from the environment around him / her. He will connects the dots for you. From Brands, to media to culture. He presents one customer and his many shadesHis Motto: Discover
He will present you data in isolation. One focused angle of your Customer.His Motto: Cover the brief (only)
He believes he should focus only on the datasets at hand and later on the client should be the one who connects the dotsHis Motto: Data is the king
He will sit with client teams and understand their needs, their key questions, their key barriers etc. He will brain storm about his own presentation, data sets and findings. He will try and push himself and he will also push the clients with the aim to think hard and come up with tighter, more defined action oriented insightsHis Motto: Research is a paper without action
His Question: brainstorming with clients, why?
He doesn’t sell and/or buy bull sh***. He will take a stance where he should and similarly will listen when he should. He is not there to sell or defend his data, he is there to help client understand the potential weaknesses & threats for clients’ brand His Motto: May Logic Prevail
He defends the data, the perspective shifts towards the data methodology instead of insight implications
Change has always been the only constant, especially in the United Arab Emirates. A country which is only 39 years old but has attracted global attention in terms of growth rates, construction marvels and is leading the region on many fronts.
Following are a couple of thoughts on activities/projects which will probably bring some major changes in the media consumption and marketing front of UAE.
The three big changes that I have identified are
Abu-Dhabi getting traction
I have uploaded my views on slide-share FYR. Hope you find them useful
In all the years I spent in marketing research both as a client and as a research executive I have learned that presenting research is more of an art and is more complicated than it seems.
I have been in sessions, where client completely negates the data. And on the other hand some clients have been eager to know recommendations. In either case, the client has to be entertained in a certain way. I am suggesting a matrix in the light of my experience; hope it adds value to your daily jobs. I suggest that one should try to read the client before presenting the data, try to predict his reaction and than draft the presentation.