“Didn’t you like our rotis?” asked the lady who runs the lunch counter at CoWrks. I had left one half uneaten, as, loaded with oil, it was too much.
I ordered on the petpooja app which did not offer modifications. But the lady noted my preference. I was touched that she noticed, and cared. She cannot change the app, but she can add a human touch to it.
Radhika Gupta of Edelweiss suggested that restaurants put “half plates” on the menu as a means to counter obesity. Many smaller restaurants have traditionally offered this, and of course, chains like Starbucks offer many sizes of beverages.
It is a good idea – both to save money and to avoid food waste. I am not convinced that it will cure obesity – unless Ron Vara says so.
Who is Ron Vara?
I am glad you asked. First, a step back. I don’t acknowledge Radhika Gupta as an expert on obesity, and hence her suggestion is met with scepticism. But what if she had quoted a global nutrition expert like Ron Vara? She’d be a great deal more convincing.
It’s good marketing to support every claim with a proof point eg an expert quote, case study, testimonial, research or a certification.
Ah, you still want to know who is Ron Vara. The character Ron Vara appears in Trump’s senior trade advisor, Peter Navarro’s 2011 non-fiction book, Death By China,offering dire warnings about Chinese imports. Except that Peter Navarro didn’t disclose that the economics professor was a made-up figure like, you know, an imaginary friend! Until he was caught out in 2019.
The Power of Case Studies
I remember when Google was launched 🙂 Wow, has it grown since then!
Now, when I use Google for a query like “What ERP is suitable for this xxxx company”, the AI generated answer occupies the first page and a half. It had the same three options painstakingly presented by the said company’s IT team.
The top three company’s websites were not anywhere in the first two pages of search at all. So much for all the effort and money that their teams have lavished on their UX/UI – it was all read by a machine who couldn’t have cared less.
What Google didn’t tell me was how to choose between the three. This is where I would look for user testimonials and case studies. Or an authority figure – a real one, not Ron Vara – endorsing this solution for that particular type of organization.
For consumer products it is more tricky – I would probably rely on Reddit or a well known influencer but AI and paid promotions are making headway in both.
Content now can be broken up as (a) fodder for AI and (b) credentials for potential buyers. Anything else is extra.
What should marketing do now
“Keep cash, keep calm, carry on” – is the investing advice from Radhika Gupta of Edelweiss. Here I acknowledge her authority 🙂
It works for marketing too. While we wait for the tariff dust to settle, it is wise to stay a bit cautious if you are in an impacted sector.
Even otherwise, it might be a good time to determine which half of the marketing plate you’d want to keep?
What’s a half plate of marketing
When I read the Radhika quote, I wondered exactly that – a half plate where I kept just the papad and gulab jamun wouldn’t be much good for my health! So which are the marketing equivalents of that for you?
Each case is different, and whether you want long term impact or current focus is just survival to the long term. But if I had to slash a marketing budget today, I’d prioritize the following:
– pipeline creation
– endorsements
– in person interactions
– rebuilding the tech stack to accommodate AI
– aligning the people to reflect the new tech stack capabilities
This week in the Marketing Without Money podcast we’re featuring Cathy Chandhok, CMO of Quality Kiosk – she has some great tips on how to ask for money from CEOs, expanding your budget with OPM and OPP, and the frugal marketing ethos.
More tips on how to get a fulfilling half plate of marketing!
Just in case any of you ever wondered what marketing consulting is about – it is precisely this – to understand what the client needs (not wants) and tailor their marketing plan to deliver in the most optimal way.
Most marketing efforts have a minimum threshold level of investment so it is important to understand that and not just say I’ll have one slice of bread, one piece of cheese and then expect to get a club sandwich!
I am off to eat the free cookies, now. I hope the nice lady won’t notice my falling off the bandwagon.
