Posted on 09 June 2011. Tags: industry analyst relation
I am often asked by friends and extended family about what I do and I always fumble to explain that. After 12 years, my mother-in-law still thinks I do ’something’ in multi-media (that’s where I started my career!). The situation worsens when I am asked what’s next.
So how do I explain what Industry Analyst Relations (AR) is? To put it simply, AR is about managing and engaging a focused group of influencers who play a key role in a customer’s decision making process. This is different from reaching out to a broad audience to generate exposure. AR is about leveraging and maximizing the value of a prioritized few versus maximizing number of contacts / relationships. And yes, AR is very much part of a strong and serious Marketing & Strategy function.
All the AR professionals I know have similar traits. They are multi-taskers, quick thinkers, great communicators and collaborators. They understand business, brand and market dynamics. As a necessary attribute, they are good at building relationships and connections.
Incidentally, I got into AR by accident. And that was four years back! But, it was my choice to stay on. Today, when I am thinking of what is next, I feel lost. ‘Googling’ and reading is throwing me options but unfortunately people here in India don’t understand the function or attributes required for the role so that the person can be evaluated for other roles which require same or similar skills.
If journalists can leave the media and head brand communications, why can’t an AR person be looked upon as just another communications professional? Any thoughts?
Popularity: 27% [?]
Posted in Branding, Business, Business Strategy, Customer Analytics, Marketing, Marketing Communication
Posted on 05 April 2011. Tags: customer analysis, feedback, Restaurant
My 6 year old son, Rohan loves to fill in feedback forms. It makes him feel important and I let him.
Why does the restaurant want to know all this ? Apart from wanting to scold or praise the chef , and sending you birthday/anniversary wishes…
As a marketer, here are the reasons I can see :
- Improve their offerings/services
- Create a customer database with proper segmentation based on customer profile
- Reach out to diners with customized marketing campaigns
- Analyse customer’s experiences and preferences and create packages and offers accordingly
- Use customer intelligence for improved customer relationship
- Have customer-centric marketing strategy
And many more…( feel free to add to my list )
After all, even a restaurant is a business with marketing needs. One wouldn’t think twice when one calls Airtel customer support and one is asked to rate their responses….why should a restaurant be any different ?
Having met a couple of restauranters, Sudha and I have tried to analyse their pain points, and why they would like to get more insights into their customer.
Now the next time, I get a feedback form, I will be sure to fill it out diligently. Sorry, Rohan – you cannot scribble any more
On a more serious note, I would like to understand the restaurant-goer’s mindset when he/she is handed out the feedback form. So, do participate in my survey at :
Popularity: 13% [?]
Posted in Business, Business Strategy, Customer Analytics, Marketing
Posted on 18 February 2011.
Sudha and I had recently been to an Italian restaurant in Chennai to meet the restaurateur and understand his marketing needs. What followed was an interesting insight into the restaurant business, which the owner, equated to a factory. It was interesting, because I was, for the first time, looking at the world of restaurants from a business angle – a transition from a foodie to a marketer.
A couple of salient points, which stood out for me, were:
Attrition : When a restaurant owner spends 2-3 weeks of training and invests in accommodation for a new joinee, and the person leaves in 3 months – that is a loss a business in the unorganized food sector just cannot absorb.
Possible Answer ? Minimize human dependencies and automate as much as possible.
Customer Base : While every restaurateur would love to have loyal customers, it is imperative to get new ones. An increase in volume, means lower food prices. For eg : a kilo of broccoli which now costs 80 bucks, would come down to 30 on bulk purchase; the reduction in procuring costs would, in effect, reduce menu prices, and bring in more customers – A vicious loop.
Possible Answer ? Market segmentation to identify and create marketing campaigns customized to potential customer groups. These could be a “bring your friend – get free coffee” offer to college students, or “book a table for an official meeting, and get free drinks” offer to attract the corporate customer.
As I research further, I am sure to find more and more insights into the world of cooking and selling food. How different it is going to be from the IT services marketing that I’ve looked at so far, is left to be seen. I would love to hear what you think are the roadblocks and potential solutions for marketing in the restaurant industry.
Needless to say, the food was yummy! One of the best pizzas I’d ever tasted, coupled with an absolutely scrumptious penne in cilantro sauce, together made for an unforgettable experience. That more or less made up for the tiny cockroaches scurrying around my legs during my return journey, courtesy Indian Railways
Ciao!
Popularity: 9% [?]
Posted in Customer Analytics, General, Marketing
