Succeed with young in 2024 with strategies that work

Long ago, advertising students were taught to imagine a single member of the target audience, and talk to that person when creating communication.

This is a rather nifty technique, but something that takes a bit of skill and practice to perfect.

But once students figure it out, it can be used to crack almost any product.

Let’s look at an example.

A few years back, the Government of India and a private sector NGO, launched a no-name contraceptive pill. Not just any contraceptive pill, mind you, but a pill that had retroactive effect. That too, up to 72 hours, after coitus. And it was to be distributed free, through the NGO centers and District Health Centers, in mofussil Moradabad.

Obviously there was a need for communication.

First, the name. Emergency Contraceptive Pill was the formal name of the product. Prior experience said that the  contraceptive pill was called ‘Goli” by the target audience women. Research also showed that the women understood and used the word ‘Emergency’. So it was a simple jump to Emergency Goli for the name.

Now, the thinking behind the communication.

Who is the actual  user of this product? Women obviously. But there are groups of women who needed the product. 1. Rape victims. 2. In a community where men do not like using birth control, wives, and victims of marital rape. 3. Premarital intercourse. And 4, commercial sex workers, where again, the clients do not like using protection.

So we have a unifying thought for all these groups. Women who fear an unwanted pregnancy.

Research again showed that women in the target audience used euphemisms to talk to even another woman about intercourse. ‘Who mere paas aaya tha” was the phrase employed. The agency came up with the baseline which used the target audience’s own lingo to communicate.

Emergency Goli. Paas aane ke baad, pachthane se pehle.

It worked.

Today, a professional communicator has far more options to target his audience.

Cell phones, email, social networks, all let the communication reach individual, identifiable potential customers.

Let’s see how all of these options can be used in campaigning for the president’s chair in a club election.

The candidate has a list of the club’s 5000 members. The data includes names, family member’s names, age details, occupations, favorite activities, sports, anniversaries, cell phone numbers, email ids and more.

Most of the members would be using a smart phone.

The communication channels are clear. Email. WhatsApp messaging. SMS. Voice Messages. Phone calls.

Each message is reaching an individual.

Which means that every message can be, in fact should be, tailored to the recipient.

The right amount, and the right kind of homework, throws up endless ways of personally influencing each voter.

With the name and number, it is easy to find each voter on social media. From their pages it is possible to find likes, dislikes, hobbies, favorites etc. Then it is a simple thing to generate subgroups and create messages. For example, if 50 of the 5000 members like travel to little known destinations, a pitch can be made based on the club’s travel activity plan, if the candidate is voted into the chair. If 500 of the 5000 members swoon over a particular film star, then the candidate can promise to try and get the star for a club event, with a Selfie With The Star opportunity.

Yes, it is painstaking, but it can be done. And it will work wonders.

Every one of these new media channels works on a number.

Which leads us to a rather reflective thought. Will all the new technology make mere numeric entities out of the target audience? Ayn Rand had addressed this issue in her book, ‘Anthem’. In the book, the hero and the heroine live in a society where there are no names. Individuals have numbers to identify them. Much like out mobile number is, in a way, our identity today. The couple breaks free of the confines of society, run away to the jungle, and gives each other names.

The professional communicator’s primary task today is this. Keep the human, personal touch alive and warm in every piece of communication. That is what will elicit an emotional response from the target audience, singly or enmasse. Cutting edge communication has to cut – through the technology shell that so many consumers are cocooned in.

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Veena Kotian

Accounts Manager

Living life with the Sound Of Music soundtrack playing in the background, Veena is one of those few people who can say things like life is beautifull and power is within us and make it sound believable and inspiring. When not spreading smiles, she can be found sprawled on a secluded beach at a beautiful somewhere with a book, living by the famous motto: You get the drinks and all get the suntan lotion.

Swati Khandera

Account Officer

Swati likes to dance through life on the tune of Working Man, her magic fingers expertly playing with numbers, feeding her life-long affair with finance. When not busy trying to keep us away from her box full of change, she enjoys going to places, buying things, reading and music.

Sudhir Bajirao

Sales Executive

Sudhir is just passionate about his work and believes in hard work, he aims to be the very best in whatever he does. A compulsive foodie, loves to travel and enjoy the beauty of nature.

Sanjay Patil

Head - Client Solutions

Everyone close to Sanjay knows that the way to his heart is a little bit of affection and a lot of chicken. His gastronomic love affair takes him around the city searching for food to satisfy his soul. A fiercely loyal friend, he constantly strives to excel at work and otherwise.

Abhay Manjrekar

Client Servicing Executive

A young, energetic and extremely committed man, Abhay Manjrekar, is the secret of our energy. Loved by everyone at Young and appreciated for his dedication by clients, Abhay is always the ‘go to man’ whether it comes to everyday work or impossible deadlines. With an experience of over 5 years in handling various brands, Abhay always gives his hundred percent to everything. His understanding of creativity and brand strategies along with the flexibility to adopt multiple roles, make him a formidable team player who takes it all to the finishing line with commendable effort. Apart from advertising, loves to have a ball watching a game of cricket with buddies.

Sachin Pirkar

Office Assistant

While the rest of us sing a different tune, Sachin happily spends his day humming the latest Rakhi Sawant hit. With a smile that can light up a country, he the proud keeper of the offices playlist.

Ramdas Pawar

Office Assistant

Ramdas, with his crisp collection of shirts, is the man who will patiently wait with you late into the night. Everyday management aside, you can always count on him for everything from keeping you up to keeping you fed.

Baban Lokhande

Studio Executive

Baban likes the speed of his curveballs to be directly proportional to the speed of his bikes. However, when not indulging his need for speed, he dabbles in mellower things in life such as discovering new albums, action movies, and photography.

Sandeep Sinnarkar

Creative Head

Doing work that works, for the clients, the brands and the agency – that’s the simple mantra Sandeep Sinnarkar adheres to when he gets down to work. With an experience spanning 25 years, he has to his credit a diverse body of work across categories such as Automobiles, FMCG, Lubricants, Real Estate, Hospitality, Pharma and Medicare, Banking, Fashion and more. For more than a decade he drove communication and creative strategies at Lowe Lintas – a stint where his work many won accolades. He strives to produce work that’s founded in insights, aimed at building an emotional connect with the TG. And guess what, he does it equally well in English, Hindi and Marathi as well.

Amit Rane

Studio Executive

On an ideal Sunday, you will find Amit lounging in the grass humming along to old classics, as he waits for his turn to bat on the field. Also, if he had his way, he would drop everything and travel the world on his bike.

Jitendra Boricha

Business Head - Media Alliance & Sales​

Jitendra, along with being an expert media strategist, is also an avid learner. Armed with an MBA in marketing, he has previously lent his expertise to leading media establishments such as Times of India, Mid Day and Radio City. Needless to say, he brings vast knowledge and experience to the agency. At Young, he has taken up the challenge of creating and
marketing new business initiatives in the media vertical. Interested in fresh, innovative avenues to explore, heÂ?s always on a lookout for new and effective media offerings for our clients.

Anup Kotekar

Co-Founder & Director

It's a question that bogs down virtually every entity in the space of creative communication. How does a brand get itself to be seen, heard and remembered amidst all that media clutter? Young gets its answer to this one with Anup Kotekar, a senior media expert with top drawer experience in media marketing and management. Anup's career has had long and rewarding stopovers at the Times of India - where he was involved in hard-core media marketing for 12 years, WPP Â? where he set new benchmarks as the National Head (Sales) and Group M. Anup has also been a part of the core team which set up India's first retail media company Future Media Â? where he served as the Business Head for the audio visual media vertical.

Wilfred Fernandes

Founder & Director

Innovative thinking at Young begins right at the top. With a reputation for cutting through marketing clutter with fresh business approaches, Wilfred Fernandes keeps the momentum at Young going with initiatives that take it out of the league of its contemporaries. The founder of Young distributes his zeal and energies between overseeing the performance of all Young verticals, driving new business development, and thinking up big ideas to set Young apart from the crowd. Not really a surprising package to expect from a professional who has pioneered several innovations during his 14 year stint at the Bennett Coleman Company Group, the Times Property supplement being a fitting example. Wilfred has also been the Chief Marketing Officer at Ekta World.