The Monthly Special on marketing communication

What is marketing communication?!

How many times has your customer come to you to listen to your Quality Policy?
How many times have they asked you if you are a truly ‘Ingenious’ developer of the technology that you sell or no?
How many times have you won a deal just because you have the ‘Most Advanced R&D centre”?
The point here is that it really doesn’t matter what you want to say.
What matters is can you say what they want to hear?
That is Marketing Communications

Audi wanted to say that they have best service centres and you must service your Audi only at one of these authentic service centres.
If they would have printed an ad like that they would have been Maruti- every one of us know how obsessively and excessively Maruti promote genuine parts and genuine service centres.

Here is what Audi did.
Google ‘Audi Unruly Mechanics Ad’.
Or click here

They identified the fear in the mind of a proud owner of Audi.
The fear of a roadside mechanic mishandling his priced possession.
Magnified it. Amplified it and then said what the Audi customers wanted to hear.
“Don’t let your Audi fall into the wrong hands.”
Can you question this statement?
Can you still dare to get a roadside mechanic to repair your priced possession?

That’s marketing communication.
Rest all is Blah Blah!