Home >> Marketing >> Article

Guest Column: 5 lessons from the world’s greatest marketer

29-October-2012
Font Size   16
Guest Column: 5 lessons from the world’s greatest marketer

Many worship him as the Founder of free India and a champion of democratic movements throughout the world. This man inspired many by principled living and by turning the other cheek. He overcame odds that many considered insurmountable. His life and his teachings apply to politics, life in general, and yes, even have a significant impact on business.

Here are five lessons from Mahatma Gandhi that we can apply to our own business.

1. Live your like: People will follow you only if you are sincere. Gandhiji used to say that his life was his message and he tried his best to live his life as perfectly as he wanted people to follow him. Your branding needs to be sincere, as your brand truly needs to stand for the things you promote.

2. Your customer is king or queen: Treat your customers well because at the end of the day, the pursuit of potentially profitable relationships will only come from good customer relationships. Here is a quote by Gandhiji for you to think about – “A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.”

3. Make real friends: What is the point in asking your customer for their birthday if you are not going to wish them well? Why bother asking them about their preferences if you are not going to personalise their marketing campaigns? You need to know your customers. Be sincere, listen, and learn as much as you possibly (and practically) can about your friends. Don’t just have them list their preferences. Learn their preferences so you know how best to serve them.

4. Tell the truth:  Your dialogue with your consumers – both customers and prospects – needs to be transparent. Do not delete negative comment; it is an opportunity for you to fix things and to even showcase to others that your brand truly cares. Solicit feedback from your customers about their experiences with your brand and thank them for it instead of trying to justify any negative feedback. An open dialogue is what drives interaction and long-term sustained engagement.

5. Be a leader: Your brand has a value proposition and it is your duty to inspire and lead your prospects towards that brand promise. You can lead through your brand ambassadors; actively seek your fans, convert them into customers, and nurture them towards becoming your brand ambassadors. It is also just as important that you focus on driving a return on your investment from your efforts.

Can you imagine how much more powerful Mahatma Gandhi would have been with social media? We consider social media to be word of mouth messaging – I can only imagine how much further and quicker his word would have travelled.

Did you know that Mahatma Gandhi’s picture is the most published picture in the world? Did you know how?

Tags Sundeep Kapur NCR Corporation Mahatma Gandhi

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey