Part 8 of my e-book on social media marketing

Part 8 of my e-book on social media marketing

Week 12:

 A scene of a baby crying: A hand (of the mother) gives him a bottle of Nutramil milk. He drinks it and falls asleep. The camera pans on the face of the child. The child is dreaming obviously of milk as his mouth goes through the motion of sucking as he sleeps peacefully.

Week 13:

 A conversation between two toddlers too young to speak: One is given chocolate milk and the other plain. What they do and how they ask the (invisible) adult for fair play forms the rest of the video.

Week 14:

 Mummy has made ice-cream (using Nutramil) and kept it in the freezer. How the toddler gets to it forms the rest of the episode.

Week 15:

 How much do you love Nutramil is the question asked of the consumer.

 A video then shows a toddler drinking milkshake and refusing to let it go even after it is over. The straw protests noisily but the child continues sucking until the waiter forcibly takes it away and he starts crying.

Answer: That much.

Week 16:

 Six toddlers are sitting together. A woman comes up and says she is going to give them something to drink. If you like it, she says, you must slurp, like this, and she demonstrates. Do you understand, she asks? They nod.

Each of them is served a different drink: one looks at it and pushes it away without trying, one tries and pushes it away, one gets up and goes, one shows his distaste by his expression, and the Nutramil one slurps and is content. The next one looking at him, starts crying pointing a finger at him. And the Nutramil child possessively picks up his glass as if to say I’m not going to share.

Week 17:

  Two children are given something to eat and drink. One is flavoured Nutramil milk and the other is plain milk. The one with plain milk starts crying pointing at the first one. The first child hugs his drink possessively.

The crying doesn’t stop. He then chooses the smallest snack and asks him would he like this? The crying gets louder. The first one hugging his drink tightly gets down from the chair, and taking his drink with him, goes elsewhere.

Week 18:

 A child is sitting on a chair while his mother is standing next to him trying to get the bawling boy to drink his milk to no avail. Then comes another boy, puny and smaller than him with a large glass. His mother pours him a Nutramil. The first boy’s mother tells her son, no way is he going to win if you race him. You win and a box of chocolates, okay? So the race begins. The first boy is unable to drink while the second finishes and quietly leaves with the glass. The first boy begins to cry again.

Week 19:

 A mother is having a tough time putting her baby to sleep. Every time she gets up to leave, the baby cries. 

She tiredly looks at the unopened box of Nutramil and sighs. She opens it and fills a bottle with milk and gives it to the child. The child drinks it and falls asleep. She keeps the box in the cupboard. Suddenly the baby starts crying. She brings back the carton and the baby gurgles in his sleep. Confused she goes to put it back. Again he begins to cry. Frustrated she puts the carton near the baby’s hand. The baby loosely holds it and gurgles in his sleep. The tired mother smiles and closes the door slightly.

That's all for now. Do drop by for more of the same tomorrow!

Until then,

Adieus!

Part 7 of my e-book on social media marketing...

Part 7 of my e-book on social media marketing

Creative solutions to marketing Nutramil:

The following are a list of original and creative ideas of how the message of good health can be spread through word of mouth in the brand’s own channel on YouTube.

The method is simple:

 First a video is taken, taking wing sometimes in the village and sometimes in the city. The brand’s website is the first place to collate all its newsworthy items, including all videos. The new video is brought to the attention of the followers of the brand in its Twitter page. The news in the Twitter page informs them of the new video just released with a link to the brand’s channel on YouTube that shows it. It is assumed that followers who like the video might want to share it with their friends on social media websites and so the word gets around. And all the time spreading goodwill about the brand...

There could be two videos, one directed at the rural folk with their kind of people and children, and the other, urban, so that all can relate to it?

Given below is a description of a possible video about children and their escapades at trying to drink milk! Also below are around 36 creative ideas the aim of which is to go viral, if possible. Enjoy...

Week 7:

Children at school:

One toddler is given chocolate milk and he sips it. The other is not given it. He starts crying. The camera focuses on some milk which the teacher has kept out of reach from the toddlers but tantalisingly close so as to be reachable...

 The episode ends with the toddler looking up as if in search of something. Did he see it?

Week 8:

 The toddler sees it. The tin of Nutramil. What he does to get it forms the entire length of this episode. 

All the events are recorded in village and/or urban schools and homes or in studios and uploaded on YouTube and the brand’s website.

Week 9:

A mother is making mango milkshake in a birthday party. It looks very attractive. She gives it to the toddlers who look at it in anticipation. She gives it to all but one.

 The child is confused at first, and then realizes that this is not fair and pointing at the others seems to communicate his sentiments.

Week 10:

 A mother has prepared curd rice for her child who is playing in the park with other children. She calls him. He comes, tastes it, refuses to eat and goes back to play. The mother then takes out Nutramil and mixes it with the curd, tastes it herself and calls out to him again. This time he likes it and eats it and then goes back to play. The mother calls him again and he eats again and goes back to play. Tired, the mother walks up to him and says khatam karo and he eats it fully and asks for some more.

Week 11:

A mother is giving a baby some milk to drink from a spoon. The baby finds it distasteful and rejects it.

The mother doesn’t know what to do. A Fido Dido like character suggests Nutramil. The mother now gives him Nutramil. Baby is happy and gurgles in between each sip.

For more, log on to tomorrow's post.

Until then,

Adieus!

Part 6 of my e-book on social media marketing

Part 6 of my e-book on social media marketing

A week by week account of activities for the year:

Week – 2 - week - 4 (Not being a manufacturer myself I plead guilty for not knowing with accuracy the duration of time it takes to package and ship the product and advertise its launch in our country as well as a neighbouring ones with “Salaam Hindustan/Pakistan” etc.)

(Note: Operation Kamadhenu was conducted for one week along with interviews, etc.)

In the villages:

(Note: Apart from a similar exercise in the villages as well, where the impact would be imprinted in their hearts for life, I have recommended a few ideas (around 36 of them) that could be enacted in the rural areas and a professional video be taken in the urban areas as well for maximum impact.)

Preferably the sales person or journalist who took videos in the villages could be comely looking, neatly dressed women. Women are more open with other women. It is assumed that they would be able to explain to other women the need for more nourishment for their children better than men.

Note: The guerrilla marketing for the villages and small towns has not been elaborated as this paper is only about the use of social media strategies.

·         To ensure the best effort from the sales force, the team could be told that all interactions should be video-recorded,  the best of which could feature in YouTube.

·         Two sales women for an event in a village/city.

·         The salesmen and women must know “their people” very well; their names, occupation, problems... They must maintain records and should they leave the company, their records should be so clear as to help the new executive pretty well.

·         They must be treated such that they do not appear to be salespersons but as more reliable and important executives of the company with the authority to make a tough call if it were ever to arise.

Week 5:

In villages and districts:

Educate the women on the importance of drinking milk. Tell them, if you don’t want to drink a glass of milk, no problem. Mix it with the kanji and it will be as nutritious. Use your imagination to make the meal tastier. Nutramil can also be used to mix with the atta for making rotis. The rotis thus made would be more nutritious, healthy and tasty. This is particularly so, if children refuse to drink milk as it is, it could be explained.

You could run a campaign to encourage drinking two glasses of milk a day per person.

You could also explain the importance of drinking milk especially for the young and the very old.

This is followed by a cooking demonstration

Cooking demonstration:

The salesman asks the women how they prepare kanji. He makes it like that and adds a few sachets of Nutramil and asks them all to taste it and comment on it. (He makes a note of their reactions to modify his argument in the next few villages the following day.)

He wonders aloud if anybody would be interested in buying it. It costs only Re 1 per sachet.

Or

He says that this sachet costs Re 1 in the market but he is giving it for free to this audience. And he distributes it for free.

As a parting shot, he says:

Number dabaao, Nutramil paao campaign – SMS the number saying you want Nutramil and

it will be delivered to your hut. The number belongs to the local distributor/vendor of Nutramil, perhaps?

The best of the videos as mentioned earlier are recorded are uploaded on YouTube as proof of the fact that Nutramil is catching on in far flung out regions of India.

Would you have done something differently? Share your experiences and suggestions in the space below.

For more of the same, stay tuned for the next edition, tomorrow!

Until the next, adieus!