"Management Musings-6":
"TOM Principle of Marketing":
Today morning at Tea Time, when I opened my treasure book on Management, I saw the following note illustrating the TOM: Top Of Mind
Principle of Marketing.
The Note goes thus:
"It is simply out of this World,
Reflecting a Cardinal principle in marketing, that is you, your product and service must be different than others and you must have high level of recall value. That means you must remain in top of the mind of the customer: TOM.
Few nights back, you won't believe, I had a dream in my sleep, which I will never forget in my life time, as it so coincidentally focussed on this very principle on TOM.
Let me tell you in brief what that dream was:
The venue was a conference hall in a 5 star hotel in an important town. I have been selected by my company to represent on its behalf in the international level seminar on marketing advertising. I have been put up in a hotel little away from the venue. On the day of the seminar, as usual I am late in the morning in getting up from my sleep. The time was well past starting time of the Seminar.
Scared totally and feeling completely sleepy and I rushed hurriedly without bothering about my attire & reached the venue to find myself to be in a funny outfit in Bermuda half pant and Sandoz baniyan! I was scared to find myself a seat, in this crowd of suited booted executives.
There was not much time to send somebody now to fetch me some decent dress. I was shivering, frightened not knowing what to do now onwards, how am I going to explain my seniors about my conduct in the seminar. I pray that my name as speaker would never be announced but all your such wishes never come true and at some point of time my name was announced.
I had no alternative to go up the stage and catch the mike and speak. I didn't have any presentation material in my hand and still I had to speak on the spot, on Advertising and Marketing. I cursed my luck, I cursed my habit of getting up late but in when. But all of a sudden, on the Spur of the moment I climbed up, went to the stage,
picked up the mike. Before the hundreds of executives and the panelists on the stage, they got amazed, astonished to find someone in half pant and baniyan.
However, what I talked after that were just few words, which are the words of wisdom, the words of ultimate truth in Marketing. What I said on the spot instantaneously was like this:
"My friends, I know you are finding me in such a not welcome dress for such a serious event but let me tell you, I have done this, purposely just to bring home the very fact of marketing's prime principle-that is you must be different than others and you must get noticed. I have no doubt many speakers would come and give their studied colourful presentations but when you go back to your home, you would remember this conference for quite long time due to my appearance like this. In your mind you would agree that whatever happened reflected a cardinal principal in marketing namely, you must have highest level of recall value, that means you must be always on top of the mind of the customers.
Thank you. Wish you all the Best."
The dream and my note about the same, as such ended there itself.
This TOM principle is not only true only for marketing but is udeful in our professional as well as personal lives as well. You must have something unique, different than others-USP principle from marketing emerges from the same. All in all what does that mean? It means in short you must continuously improve, there is virtually No Choice.
So, this is the Story of my eye opening Dream. Hope you must have found it interesting and Immensely liked it.
Sudhakar Natu
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