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priteshchauhan

The Things I Think, See & Like – Marketing, Technology & Life!

Month

April 2013

The difference a Name makes…

Being fond of brands and noticing the choices that marketeers and designers make keeps my mind busy most of the time. This little ‘nod’ to coffee kings Starbucks is for an activity they’ve been doing for a while and the impact this small change made can’t go unmentioned on my blog.

People have mixed emotions about super huge organisations, the view that they don’t care/are only in it for the money and on the other side I love the lengths that companies go to in order to get in front of you, help the world etc. I saw a video on YouTube yesterday about the CEO of Nestle saying that as his role is to continually think of new ideas and create profits they are looking into privatising water. His argument is so ridiculous that I can see why people dislike these multinationals.

But sometimes it’s OK to like big companies especially when they give you that fuzzy feeling. Starbucks have always caught my eye, even though I’ve been drinking less coffee over the last year (It has nothing to do with them just be trying to be good.) Having recently been into the Kuala Lumpur and Singapore Starbucks and seeing how similar some of the things are but then how different they are (to UK stores) really impressed me.

This regional variation is not like McDonald’s, who have no vegetarian choices in Egypt for some reason or how the beef is replaced for lamb in India, where you feel like you’re in some other chain all together. This regional variation is the feel that you get when you walk into a Starbucks, the service, the layout, the process is so familiar and comfortable but then the tea is green and the coffee is different. The normally muffin is a blueberry and cheese muffin and a whole load of other unusual food items.

To be more poignant, the impressive part in all this is re-creating that feeling to that level of detail but subtly making it it’s own. This is a very difficult thing to do correctly.

But this is not the reason for this blog. The reason for this blog is the small change that some genius had within Starbucks to ask for your name when you place your order. For all these years, baristas have been shouting out latte’s and frappe’s in the hope you guess the right one and on quite a few occasions I myself have picked up the wrong one.

The person taking your order picks up the cup, as they were going to, they write on there what you want and with pen in hand, the 3 seconds it takes for them to ask your name and put it on the cup, changes the whole experience. ‘They want to know my name?’ and in a few minutes someone will call my name to give me my drink. This personal touch may seem minor but they haven’t been doing it since it’s started in 1971 (established in Seattle), where like Costa and Nero you just get your drink, here they call you by your name and it’s the smallest but most powerful tool. People (sad like me) take pictures of it and use it as their cover picture on Facebook, others use it as a cheeky ice breaker to chat to someone they’ve seen in the same place every day but didn’t know their name…

The video to support the campaign explains it in a great way – http://www.youtube.com/watch?feature=player_embedded&v=Vtr0c6oVvSM

Making the impersonal personal. It’s campaigns and ideas that make marketeers kick themselves, going – I wish I’d have thought of something so simple as that (like every song writer wished that they could write a song a simple and genius as The Script’s Man Who Can’t Be Moved.) Granted as with most campaigns there are some things that don’t go to plan, like addressing the new multicultural world we live in and the names that come with that. So at first my name came out as ‘Christoph’ rather than Pritesh, then to help I thought I’d shorten it to Pritz and well you can image what I received on day…. yup it actually happened. But either way you don’t mind because it’s meant for YOU and that fuzzy feeling washes everything else away.

I’d love to work for a brand like Starbucks and seeing things like this inspire me more!

Happy Reading!

Pritesh

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Boosted by YouTube, Online Video Booming in the UK

It’s been said that Video is the next phase of communication and we’re starting to see the figures to back that up!

Bespokevideoproduction

Around two-thirds of all UK internet users watch video online, and the time spent with video continues to rise

The world’s most popular video site marked its eighth birthday in February 2013. YouTube, owned by Google since 2006, now boasts over 800 million viewers around the world each month.

And tens of millions of these video viewers live in the UK. The UK’s Office for Communications (Ofcom) reported that 63% of the country’s internet users watched video online in August 2012.

Engagement with online video is rising. According to Experian Hitwise, online video viewing accounted for 5% of all UK web usage in February this year. UK residents made 1.06 billion visits to video sites that month, compared to 868 million in February 2012. In the two years since February 2011, the number of visits to video websites rose by an estimated 71%.

UK viewers are also spending more time with…

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Getting Started

So after years of loving brands, working in marketing and having worked on a variety of campaigns I thought I’d start a blog to not only archive the things I find, see and love but to also share them. As well as my love of brands, marketing I have a love for technology. Almost every other day I come across a fact, video, picture or thought that literally blows my mind. We’re living in a world of speedy evolution with a million options, a million views and staying on top of that, capturing it all can be tough, so sometimes hearing it (or reading it) from someone you know makes it a bit easier.

So enjoy my blog – share like and feedback… it’s how we grow….

Happy Reading!

The first picture below is where I am right now. Marketing Manager at a company called Citibase who provide serviced office space to start-ups and SME’s. It’s a lot of fun with a lot of areas to get involved in. I’ll share some of my activities with you in the near future. Image

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