I
am so obsessed with marketing these days that all my thoughts link up to how
marketing collateral could be extracted out of any incident or buzz going
around.
You
will realize my obsession on reading this article.
Terms
and conditions: - This content is not meant to hurt any part of the society.
In South Asia, Dengue festivals are the newest of all, which comes every year from mid
Sep- end Oct, uniting the whole country. People of different castes and religion
come together and get involved.
Hospitals
and blood banks are full, use of Goodnights, coils and Odomos increases. Media
is full of its stories.
Do
you know how it started?
Mosquitoes
have long struggled to get noticed and leave an impact of being the most
harmful among insect species. At first they came up with malaria. But this did
not made them brand experts in their targeted segment for a long time. But
recently during the last 7-10 years they came up with Dengue, Chickengunia which
has hit the market the most making them highly recognized brands.
See
what made them best in their field-
From
being a generic disease contributor the whole year along, they targeted the
seasonal market with new deadly diseases.
They
made the whole patient experience more deadly from entering into pre-disease
and post-disease states. They have also worked on their timings from very
generic to niche i.e only morning and evening bites. They have entered new
markets like schools where seminars are organized for awareness of these
diseases.
So
all these factors have made Mosquitoes and their offerings
(Dengue/Chickengunia) the highest search items on all platforms on web, mobile,
social media.
The
disease and its associated content have gone viral with lots of calls to action.
Dengu
Search Results:-
Source: Google
Trends
We
have often ignored the benefits associated with this event like:-
1) It
creates employment for more doctors, blood banks, mosquito repellents
industries etc
2) Provides
happening content to the media to maximize their TRPs.
3) Cleanliness
achieves its highest peak during these seasons.
4) Marks
as a learning experience for society to never underestimate small beings.
5) Blood
donation campaigns are the most successful this season
Sometimes
due to negligence or over excitement, people lose life which is quite common.
But the good-news is that they do come under media death counts and get
highlighted on both print and other media, which could not be possible due to
other form of death.
Key
takeaways:-
-Innovation
rules.
-
Marketing gets much easier with deadly innovations, deadly content where
clients become product evangelists.
-
Inactive government helps to keep the buzz floating for a longer time, giving
more time to media to elaborate and market the matter.
~Harvinder Kaur
