Archives For Marketing

I was looking for data on how many infographics get produced every year. I couldn’t find any. The numbers that I did see looked like they were pulled out from thin air. So that becomes useless. But, considering that we see a lot of infographics today, let’s just say – there are a lot of them being produced every year, maybe even every day. Infographics are getting widely popular as a medium to deliver (sometimes) serious data that will capture the attention of the 8 year old in all of us. Bright colors, bigger text and lots of data attract our curiosity to those long and elegantly (mostly) designed graphic files.

For those of you who are still scratching your heads wondering what info on graphics am I talking about – I am referring to information graphics (long for, infographics). They are visual representations of information (data/knowledge). They have been around for a long time but the recent popularity of those brightly-lit charts has been propelled by tech-invasion meets graphic-design. There is data all around us and there are people with attention spans of a skink. Add to that, being bombarded by a million messages at once doesn’t make it any easier. We don’t get enough time to keep our attention on something to assimilate what we see.

So coming back to the infographics, I personally love them. It adds up to my “take the message out” concept. It’s creative. And it’s meant to be fresh every time. It helps convert a chunk of text into something that we can comprehend easily. It makes representation easy with explanation included.

Infographics are used for various purposes. Some of the most popular and viral infographics are the ones that involved technology, politics and lot of social. People use them to communicate a story. And that story can be anything. It could be a social cause or it could be about you. I tried creating a infograph resume, when I was in Dubai recently, for the fun of it. See below.

Ashish-Kuriakose-Infograph-Resume-NPRLF

But I don’t think anyone outside my friend circle was impressed. So I figure my friends were only being nice. Thanks guys! ;-)

There is one thing I have against infographics – they can be so time-consuming to produce. But once they are done, they become a good information source for some time. Though their expiry dates do seem longer than those of texty pages.

Some of the few rules when working on infographics:

  1. Do not start with the graphics.
  2. Stick to the data. Sift. Sift. Sift through the data.
  3. Find the story (in that data). Think why would people want to go through that infographic.

More rules:
4. Don’t clutter. Stay lite.
5. Stick to a color scheme. But stray, if necessary.
6. Think graphic, not text. Think larger.

I recently created an infographic for a company I was trying out for. I got the idea from their ‘about’ page which was too texty for me. And they had some great data points to highlight. See below.

redington-gulf-infographic

This infographic was created for Redington Gulf – for demo purposes only. Not for commercial use.

I had great fun building the infographic. I think it took me around 2 days to build and it taught me a lot about the whole process – data collection, proofing, design and presentation. At the end of the day, it helped me have some great conversations inside that organization.

Would I recommend building an infographic? In one word, yes. But the challenge is being different, unique in a world that sees at least one new infographic every day. But wait, you don’t have to worry about that. The correct question is – how many infographics is your audience seeing? Chances are they see one every week or month. Building your story in graphical format helps them connect the dots from screen to mind.

If you want to share your infographic idea, please comment here. Or send me an email or tweet me – @ashed.

I did a simple Google search on managing tradeshows and I noticed a lot of stuff on tradeshow management was written by booth suppliers or vendors and there were none really written by company personnel (like me) sharing their experiences on and off the show floor. So here’s my series on tradeshows/event management.

Tradeshow Bookings start early

I will start with four rules that I use every year.

  1. Start early.Think 1 year. For those of you who haven’t gotten into the rhythm of the events tune, one year may sound like a lot of time. But it is true, a lot of things can happen before one year. For one, all the key slots/booth spaces for next year’s event get booked at this year’s show. So if you want a good spot for next year’s show, make sure you meet with your sales rep during the show.What if you weren’t at this year’s show or you decided to do the show for the first time? Then you don’t have a choice. Try to book the show as early as possible to get best pricing and a good location. More than the pricing, it is the location that matters.
    Continue Reading…

In India, we have had our green and white revolutions. We are having our high-tech revolution. They are also trying for a tiger-striped revolution.

I think it is time for India to have a marketing revolution. As I make this statement, I acknowledge that, as a country, we have some great companies, products and services. We are also known for great  creatives and campaigns. But I am not referring to the few who are successful or to a particular function within marketing but to the general attitude towards marketing (and how that can apply to our everyday, sometimes personal, life).

The reasons why I think we need a marketing revolution are plenty and just to list a few:

  • Everybody seems to be doing the tried and tested. Nothing new!
  • Involvement (at different levels) seems to be at an all-time low.
  • Poorly executed marketing strategies (not just flyers, but the whole works sometimes)

Continue Reading…

value-coffee-cupsCreating value is a difficult thing. If you market products or services, you need to provide value in terms of quality, functionality and pricing. If you are marketing yourself, you create value by doing things differently and making it work by doing it differently.

But what do you do when you have competition? Creating value is easy when you are the single player. But when there is someone else offering something similar, what kind of value would you create? A better one. And value is always created for the customer.

If you and your competition have the same product or offer the same services, the difference you offer is consistency. Consistency, really is a rarity in today’s world. Offering the same high value over and over again drills down one concept in your customer’s mind – trust. If your customer can trust you, it does not matter who your competition is – they will keep coming back to you.

Creating consistent value can be tough. But if you keep at it, they will notice you and stick with you.

Image courtesy: singing

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