For a person in the marketing job or for a company or organization doing marketing for itself, it is very important to understand some major marketing skills. Refining these skills can lead them to grow their business and not understanding these basics can have adverse effects on them. During my extensive marketing experience in Star News and now as COO of ABP News, I have seen that these skills are the most essential and it is important to understand them. Try the following and see if they work –
The
essential marketing rule is that 80% of our profits come from 20% of our
clients. We need to understand which 20% customers are giving us the maximum
profit and we need to focus on them. For TV News channels, we need to see which
section of our viewers are watching the maximum of our News programmes. During
my experience with Star News and now with ABP News, I notice that maximum of
our viewers stick to the same kind of programes. In order to maximize the profit
we need to focus on these viewers and see what they like in a news
presentation. Here, it is important to understand that 80% and 20% are only
approximations and actual % may vary, but this is the general idea, that
maximum profits come from a small number of clients and we need to identify
them.
Another
good strategy is to create segments of our clients by age, geographical
location, profession, economic group and so on. In case of TV Programmes, I
would say that some programmes tailored for some viewers are the most
successful, if these viewers are the ones who give the maximum profit to the TV News channel.
Another
basic marketing skill lies in shaping the product in such a way that our
product stands out against other similar products in the market. Instead of
getting drowned in a sea of similar products, our products should have an
identifying feature. This is where branding and marketing skills are most
reflected. In case of TV news Channel, this means that in a sea of 24x7 news
going on hundreds of channels, we have to make our news presentation different
from the rest. It could be a different way of reading the news, focusing on
different topics, inserting opinions from prominent experts, or anything else.
But our news programme should have a personality of its own.
Social
media marketing is a very useful marketing medium if understood how to use it.
First, it should not be used as an advertising platform. Rather, visitors
should be engaged into a conversation, friendship should be developed with them,
main features of our products should be regularly discussed intelligently and
we should reciprocate our visitors’ interest by visiting their pages and
commenting and liking their posts. Social media should be used as social media
and not in an impersonal manner.
Twitter:https://twitter.com/panavi
Linkedin:https://in.linkedin.com/in/avinashpandey1
Pinterest: https://www.pinterest.com/avinashABPCOO/
Vimeo: https://vimeo.com/avinashpandeycooabpnews/
Read More Blogs:
http://avinashpandeycooabpnews.blogspot.in/2015/08/mravinash-pandey-chief-operating.html
https://avinashpandeypressentcooabpstarnews.wordpress.com/2015/11/16/mr-avinash-pandey-reviews-on-brand-management-for-a-tv-channel/
http://pandeyavi.blogspot.in/
http://pandeyavinash.blogspot.in/
http://avinashpandeystarnews.blogspot.in/