Can New Year Resolutions be used as a Marketing tool?

Well Happy New Year to all of you. I have been a little busy holidaying the past couple of weeks. On New Years, I was contemplating the conventional "Happy New Year to all my readers" but stayed away because I wanted to start this year by doing something different (Not wishing my readers seemed logical :)).

I couldn't ultimately think of anything different because I had a hard time waking up and staying in my senses, but what I do have this year is an innovative marketing attempt from a Recruitment Consultancy below.

These guys have used New Year Resolutions as an innovative way to advertise their offer. They shot an email which was eventually forwarded to me. The mail has been appended below - go through it and subscribe to their email groups if you are in India. I will be doing so.

Hi,

Wishing everyone a very happy new year. May god bless you with a great personal life. As goes good professional life and career, Green Rootz would surely like to make some contribution.

For all those who have made any of the following resolutions, we are always there to support you:

1. I will not work till late hours
2. I will maintain work life balance
3. I will not succumb to unnecessary pressures of management
4. I will no more accept that "Boss is always right"
5. I will look for jobs with better designation
6. I will look for designations that really mean something and aren't just fancy ones
7. I will look for profiles that justify the designation
8. I will look for companies that put me on high trajectory growth
9. I will no more do monotonous mundane boring work
10. I will move from sales to marketing
11. I will move from marketing to content acquisition
12. I will move from content acquisition agency side to client side
13. I will move from content acquisition client side to movie production house
14. I will look for more strategic oriented profiles
15. I will look for assignments that provides international exposure
16. I will double my salary in the next 12 months
17. I will look for responsibilities that aren't restricted by geographical boundaries
18. I will look for assignments that requires understanding of multiple functions
19. I will not make more than one presentation or pitch in a week
20. I will no more waste time checking and approving artworks
21. I will work for companies with enough cash reserves to support ambitious business plans
22. I will invest more time reading and updating myself with the happenings around the world so that I can explore better opportunities
23. I will not work for companies that don't have employee friendly culture
24. I will not work for boss who is less intelligent than I am
25. I will not work in the company wherein I have already learnt what I could learn.

Go on and make more such resolutions. We will try our best to make sure you keep them.

To keep yourself updated of vacancies in Media, Entertainment & Telecom sector, register with Mediajobs Googlegroup created by Green Rootz. It takes 30 seconds to register if you have gmail id. Click on the link below for the same:
http://groups.google.com/group/mediajobs

Thanks & Regards,

Harish Jain
Green Rootz Manpower Consulting
2nd Floor, C Wing, R.R. House, Mathuradas Mill Compound,
Opposite Kamla Mills, Near ICICI Bank,
Senapati Bapat Marg, Lower Parel
Mumbai 400 013
Email: harish.jain@greenrootz.com
Phone: 022 32465007
Mobile: +91 9819 511 007
http://www.linkedin.com/in/harishjain

"We call ourselves Green Rootz because Green is the color of life and Roots are the reason for growth. Thus, all the endeavors of our company are focussed on Growth of Life. 'Z' at the end of Rootz signifies 'new-age; with the time' attitude of the company. Thus, relevancy is at the core of our beliefs"

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Woah! Tiny Parachutes in the courtyard... Where are the aliens?

Don't worry, I haven't sighted a UFO yet. Just noticed this interesting direct marketing technique at Adverbox. Samples of coffee arrived at different neighborhoods apparently via parachute. The key communication being that everyone can get great coffee from Hawaii delivered to their homes, in the quantity and frequency they desire.

The direct marketing initiative communicates the USP of Coffees of Hawaii. For those who would have normally questioned how anything from Hawaii could ever get to their doorstep, the parachutes proved that it might be difficult but certainly possible.

The parachutes in fact play the role of attracting attention and interest towards the direct marketing initiative. Contrary to traditional direct marketing initiatives (leaflets, envelopes etc.), which end up in the dustbin with immediate effect, this initiative would guarantee a second look and certainly greater response rates.

Now how many of you would buy from Coffees of Hawaii if you saw the parachute in your courtyard. Let me know

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Best Direct Marketing Ever!! (60% conversion rate)

Harley Davidson and marketing genius - there seems to be a connect. For the cult brand it is, its not easy to market to the evolved consumer. Every marketing effort has to surpass any previous effort and uphold expectations of the consumer.

Just check out the direct marketing effort below.



A 'Freedom Box' was sent across to potential customers. When the box was opened, a ventilator released fresh air on the consumer's face. "Feel free" were the words mentioned on the box. The effect it generated was that of a ride in the country side with the wind blowing against your face.

Did It Work?

According to this claim, 18 out of 30 consumers reached bought a Harley (To put it in perspective, normally Direct Marketing efforts have a response rate of just about 3-4%). A classic example of how experiential marketing was built into a Direct Marketing effort. This will rate as one of my best Direct Marketing efforts of all time. Any other brand upto the challenge?

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