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On a recent 4 day holiday, I learned powerful marketing lessons by observing some smart things people and businesses did. One of them was a very effective, visible, and inexpensive exercise in branding.
I had finished reading Jessie Paul’s book, “No Money Marketing“.
Jessie had been global brand manager at Indian I.T. major, Infosys. In her book, there were many amazing ideas to build a brand relatively inexpensively – by being smart.
As we strolled around Mysore zoo, either gazing in awe at a white peacock strutting around showing off its pretty plumage, or admiring the majesty of the White Bengal tiger pacing its cage, or laughing at the antics of little chimpanzees swinging high up in the tree-tops, one more thing caught our attention.
The interesting words that many cages had painted on them.
“Sponsored by employees of InfoSys.”
Apparently, groups of software engineers pitched in to contribute to the upkeep of these rare, endangered and protected animals, probably because they care about preserving our wildlife.
It’s also smart marketing and brand building!
Thousands of people thronged the zoo on that Sunday morning. As they probably do every weekend. And MANY saw those words emblazoned prominently on animal enclosures. Talked about it.
And positive word-of-mouth that InfoSys probably could never buy for millions, was theirs for the taking!
The cost to sponsor an animal for a year was not exorbitant, or out of the reach of any modest sized company, even an individual. Yet not many names were visible other than InfoSys.
Was Jessie Paul behind that campaign? I wouldn’t be surprised!
Points to ponder:
What opportunities exist for your business to take advantage of to get similar brand exposure?
In your business, how can you create or set up opportunities for others to brand themselves?
{ 4 comments }
The Animals in Mysore Zoo are adopted by collecting funds from Infosys Employees as part of Mysore DC CSR activity. The response for this drive was overwhelming with Infy trainees also pitching in with a substantial amount. These are things which make you proud to be associated with Infosys.
@Sandeep – I agree, it must feel good to be a part of such an initiative… just as it does to observe it. And by being associated with such a ‘feel good’ experience, InfoSys reaps rich rewards for being seen to help! Great branding – on a shoe-string.
Now, how can this be used by other business and people?
Hey Dr,
Have you ever read the book “The Pursuit of Wow! Every Person’s Guide to Topsy-Turvy” Times by Tom Peters?
You would like it.
The bad news these days is that businesses have a WOW! factor,
it’s just a bad one.
” WOW! that was so bad I will never go there again.”
I keep telling people there is no competition!
Take care…
@Blase – Not yet, it’s on my list of “books to read soon”. I agree with you… there’s no competition!
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