Stop Press

Last week Indian Press was after the Prime Ministers Office and also on a Minstry for publishing a full page press advert on Girl Child education with a wrong image of a Pakistani Army General.This indeed is a big blunder and few scribes did further research on the ad agency which created the the advertisement. However, the blunder no doubt is unacceptable what is important is to probe on why did this happen?

No federal departments are ad savvy similar to FMCG's or banks and I beleive the honorable minister was releasing her first advert in her 30+ year career and thanks to the blunder sure she would lose her job in the next cabinet reshuffle

Noticed some thing very similar here in Dubai but this time a large centre spread double page ad from the the largest bank in UAE promoting their new brand with a tag line - where the world comes to bank - the blunderthis time being next to their logo they even carried a competitive banks building along with their logo. Though it was too small to be noticed but then it is indeed a major blunder. The visual looks quite cliched as well with a photoshop work showing all major landmarks across the globe to connect to their tag line and no relevanceto the new brand or its core pillars

Who needs to own up? We cannot shoot the messenger and in this case the media agency or the publishers but definitelythe onus should be on the communications team ( both at client and agencies end) which vetted this prior publishing. As some times the agency does place dummy visuals till such time the client approves the concept and the text and in the hurry of meeting the publishers deadline I am positive this would have been ignored

However, other than getting compliance and the unit head to cross check the visual it is always important for the marketingteam to fine comb the creative before pressing 'ok' from their outlooks.

Corporate campaigns should reflect on the brand and messaging should be anchored around their core pillars - than being too cliched.

Managing Public Relations

When we had to disengage our PR agency during the same time last year, I was fighting tooth and nail with my manager for the need of a PR agency. Received one line of message from the top man – NO – please handle it
I started from ground zero as PR is always considered as being tricky and any error in external messaging may prove to be fatal for the brand. Over the course of time I managed to come to terms with the reality and worked on a plan to build
I am articulating few learning’s
1)Priority – Media loves to meet the big bosses. Always give priority to the reporters and ensure you follow up the story with them.
2)Key Media List – Thanks to my media buying agency I managed to get the contact list of all media across the country and I started making the database of key media people by calling them and establishing contacts with them.
3) Reporters – treat them like gold. Answer them in a respectful, pleasant tone. Do not make negative comments.
4) Messaging – unlike paid medium we do not have control over press messaging. The reporters always tend to look at the angle at which it would entice readers interest and would skew it – never complain to reporters however, if there is a major deviation on facts please flag it to them
5) Time Lines - Be realistic about the coverage and time lines. As they are subject to editorial deadlines, breaking news and also sensitivity of the topic. Pick up your own copies of your print/articles. Never ask the reporter
6) Read - Spend time reading, and ensure you are up to date on your industries news. And never react to gossips or grapevine
7) Acknowledge – always ensure to thank reporters by sending a personal mail or through a telephone call. This is one of the key differentiator in forging an effective association with media.
I wish to thank my senior management for the faith they have kept in me and also with this opportunity of handling my banks public relations which I am positive will go a very long way in my career

Sports Sponsorships

Sports sponsorship which integrates advertising, promotions, public relations and sales to reach and touch consumers started somewhere between 1970’s to 1980’s in the United States. I was fortunate to have worked with few sponsorship associations on the ground as a marketing contact for a financial institution and thought of articulating most of my learning’s through this avenue Considering that marketing is always a thank less job it is critical to have a robust plan and gear the team to excel in expectations both within and outside the institution.

We need to look at sponsorship in three phases. Phase 1 being the pre event phase, Phase 2 is during the event and Phase 3 being the post event engagement and wrap up

Phase 1 – Pre Event
1) Art of negotiation: It is very important to know the entitlement of the sponsorship. If it is main or title sponsor the effort in changing the name of the sports event and ensuring our brands presence is indeed herculean. But then what matters most for all publicity is the titles name which gets registered through communication exercises during the build up and during the event 2) Documentation: The preparation for marketing the event normally should start at least five months prior to the event and should have a dedicated team who also handles this event in addition to their day job. Regular updates to senior management on the progress is critical and the best is to have a activity based tracker with clear time lines and responsibilities. Plan your work and Work your plan it is so critical to stick to the tracker.
3) Focus on benefits: If the sponsorship is cascaded from the top which normally is always a case try not to un-sell it. Look at it from a macro perspective to the institution. There are several messages which the brand wishes to communicate through event or sports sponsorships. It may vary from supporting to a cause to supporting players to demonstrating commitment of presence in a specific country or region.
4) Stake holder meeting: It is very important to get to meet all the key stake holders within the institution to map their expectations to the sponsorship. Most of the times it may not be favorable in such avenues it helps to meet their teams to decipher their business objectives which will aid in tying up all the loose ends to write a communication brief
5) Budgets: This is the most difficult part being at the clients end. It is very important to sell the idea of running a cohesive and consistent messaging parallel to the sports event before and during the event to leverage on sponsorships. Always ensure to plan for extra pair of hands as support staff, for food & beverages, check on any VVIP guests who may land in to your stand/kiosk and seek advice on any preferred menu coupled with the regular marketing communications costs within the environment
6) Communication brief: The most difficult job for any marketer to draft a communication brief which would ensure it sells. It is always ideal to look out for specialized agencies which excel in sports communication. The best hook to convince your management is to focus on the sponsorship money and also the proposed marketing budget coupled with business expectations and negotiate your way to invite for a agency pitch. This is never a happy situation for the existing agency but it helps to communicate it upfront and also getting your senior management assure them that the ongoing or future projects will be business as usual with the incumbent agency.
7) Key Proposition: it is always easy to get carried away on propositions. Think out of the box and use clever messaging to integrate the sport with the DNA of your brand. Advertising must sell and it is so critical to map business expectations in the brief. Almost any sport delivers on winning, camaraderie and integrity which in most of the cases is one of the core values of any brand.
8) Internal Stake holders: The biggest critiques for marketing are within. Always factor in internal customer engagement to the sponsorship and work on a calendar to connect to them on list of activities or just a heads up communiqué.
9) Timing : The timing of the communication campaign is critical as there may be resistance from the organizers themselves who are emotional about their equity. The time for customer recruitment and on board experience needs to be factored in if the promotion is hinged on giving away tickets based on consumption
10) Publicity: it is very important to control the publicity to the sponsorship as future brand trackers are hinged on the coverage the brand gets to derive from this association. The best is to integrate PR to your team and work closely with themPhase
2 – During the event

1) On ground Kiosk: No matter how much planning one gets in this somehow seems to be a last minute hiccup project. Make sure the contractor inspects the site/location weeks before and all elements like sun light, possibility of rain, sand storm etc., are factored in while designing the kiosk/stand and there is enough storage facilities for marketing collaterals
2) Protocol: Always ensure you have staff or help in hand who would look at meeter/greeter of senior management visiting the stand or the event. If you can get a list of senior delegates visiting your stand based on the protocol ensure you get the necessary give aways. It is important to remember the best onboard experience is recalled always
3) Schedule of events: Always get the activity schedule from the organizers and ensure to communicate this to your internal customers and also to all senior management. Make sure you retain a copy with you as the project in charge you are always on the guard
4) Distribution of tickets: Perhaps the most tricky area of any event sponsorship. It is very important to get senior management buy in on ticket distribution and also ensuring a robust ticket disbursement process. As a marketing contact you are not only expected to promote it externally but also ensure that your area of seats are not empty during the sports event
5) Television Cameras: This is of great significance. It is very important to get few archive televised matches to see how the camera is angled and how they cover players and the stands. If it is in open area like Golf where the players are in motion then the emphasis is always on the angle at which they capture the players. “A” Board placement along with any banners of the brand is of utmost importance.
6) Plan for contingency: Always ensure you have a vehicle parked at your disposal at all times during the event. You never know what you require in the last minute
7) Meet the press: though this is always your PR managers remit it is important to meet press and encourage them to visit your stand or your hospitality. It is so critical that press sees the efforts your institution has put in this event and this would aid in getting coverage
8) Media Planning: clever media planning including outdoor locations across the venue and also at the airport does increase your brands profile during the event. Spend optimum but ensure you dominate the space. Play hard with your planning and buying team
9) Key elements on measuring Return on Investment: The numerous times press speak about your brand, press mentions, TV Coverage’s and scheduled interviews coupled with your own marketing efforts ensure
10) Briefings: Always have briefing sessions with the entire team if possible twice a day to ensure things are as planned. Technology helps but it is better to carry a walkie talkie too. This will also cut on telephone bills and you may not be sitting across your finance manager explaining each call post the event
Phase 3 – Post event wrap up

1) External : Make sure you budget for at least one last burst of adverting thanking all your patrons and customers during the event
2) Internal: Budget in any rewards based on HR policies to the team which worked on the project and also few mementos
3) Event Report: Before you get on to that next project always ensure to document all the learning’s and significant reminder points to management and also to your team which will be a handy referral for the coming yearWe managed to win an award as the best marketing campaign in financial category for that event and I am sure following these learning’s would be quite helpful to most of you

Good Luck

Internal Communications

Employees have more to do with the success of a brand as most of today's employees are well educated, have higher expectations on the brand they work for. Considering the work place of today which is longer work hours, greater work stress and the recent addition of redundancies, a robust internal engagement plan is critical for the long term success of any brand.

Based on my experience institutions which have open door policy have managed to create an atmosphere of respect and integrity for all employees. Internal communications should not always be on new sales incentives or new product propositions or organizational wide announcements.

Internal communications is all about evolving a organizational culture which is in sync with the brand. Few of the best internal communication/engagement principles which I have encountered at my work

1) Top Down : Meet the CEO Programme - where the CEO or the business head holds and 'open house' in his office and employees are invited to speak with the CEO/Business Head about any thing - suggestions, complaints, concerns.

2) Employee Publications: Unfortunately most newsletters or internal publications are unexciting. As marketers one key constraint we face is on budgets. Since we are in the last quarter provision it during the annual budgets may reduce the annoyance levels. One observation being printed newsletters have little or no recall value and the OTS ( Opportunity To See) is minimal as employees seldom read them. Few methods of tackling them is a e-newsletter with hyperlinks which would give us more accurate data on the time spent and bundling it with few of our credit card offers which would be exclusive to our staff

3) Market Flash: Often during the all important weekly review meeting, we face awkward moments with sales heads on marketing collaterals and also on competition. A regular market flash update to all front end branch staff - this should be every week - may be on a Monday morning highlighting last weeks competitive activity and their SWOT and analyzing it with our products. This will give greater comfort and confidence to front end as we form a critical means of cascading the knowledge

4) Internal Branding: Launch of a new campaign, or a new product or a new initiative to be shared with staff first prior the release. Though this may not be welcomed by business citing competition - a day prior to the launch may be able get their buy in. This is critical as majority of the concerns being awareness of the product or campaign within the institution. Let them live the customer experience to understand what the customers will be offered

It is critical for senior managers to meet and get to know people who are working for them. Though we live in a technology era , employees want personal contact with the managers. Getting the management buy in will be a cornerstone for effective internal communication programme

Managing Return On Investment (ROI)

Meeting head hunters once in a while is critical as they reflect the changing trend in the industry. In one of my conversation the lady asked me more about my job at the bank.

It was more of a dialogue and I feel I need to place it on record - this is similar to the dilemma I faced when I was a Account Manager for a large ad agency in Mumbai, India

Do you design products? - Not really that’s is the Product Development team
Do you set the business goals - nope that’s the business call
Do you control the customer service? - That is the service quality department
Do you manage communications? - yep we do - we manage communications in sync with the set business goals and ensure the designed products are bonded with our customers.

We manage the tone of messaging and also ensure we obtain Return on Marketing Investment

It is a tough job more because business owners, guard the marketing budgets and run their business like SBU’s and is impossible to poach this without being stung hard. The management always toes in line with Business more to the fact that they contribute to the companies bottom line

My belief always is that if you cant measure the budgets then you cant manage it. My sincere thanks to my previous line manager who was looking at the regional marketing portfolio and also to prudence of UAE’s consumer head, Return On Investment (ROI) was a mantra which was followed through out every campaign

Few steps which I faced and how I managed to overcome

1) Buy in - It is critical to have business units buy in as you are seeking to manage their business money and also to control it. We need to be able to demonstrate greater value and exhibit greater confidence that Marketing can deliver on the value proposition. In this testing times where marketing dollars are cut and people are made redundant it is important to demonstrate discipline in expenses and also show case marketing initiatives which will reduce expenses and get greater buy in from business

I recall how Balance Score Card team was struggling with the staff few years ago and how the entire bank came to terms with it. More because of the Head of Business concurred to it. It is important to have senior management buy in to move forward. However, the first step is to speak with business heads and cascade up

2) Agree on a matrix - not all marketing expenses can be measured and especially for credit cards where the life cycle of products vary and justification for US$10 a piece welcome pack is important as the customer needs to go through the experience and spend - ideally two different sets of expense matrix is ideal one for cards and one for other business units. Since the budgets are annual - the campaign effectiveness ROI can be measured over long term. This may counter any arguments from product units.

3) Manage Vintage - Post every campaign - track the call center volumes and also the leads to the sales team and manage the matrix with product teams. We are catalysts for their success and hence it is important for them in the long run to partner with us. We can then arrive at effective media mix, budgets for both internal and external customer engagement which will be proven effective. Bankers love numbers and if we back them with clear cost savings and value for money - this winning matrix will have greater shelf life

Brand Choice

It has been almost two weeks since we left our four year old at my parent’s home in India- two reasons triggered this – the hot and humid climate in this part of the world and an ideal opportunity to connect my parents with their grandchild emotionally

As humans we are powered by emotions and not by logic and this is the attribute we marketers use to connect with consumers - As we know emotions lead to action.

So what drives emotions - may be the endorsements or the way it is communicated would trigger them. Endorsements can come from close friends, co-workers or anyone who influences your life.

Then why do we buy brands? May be to fulfill our emotional needs – advertising creates the right to chose and the brands tend to promote a product through experience - an emotional connection is therefore formed

I strongly believe it is the emotional connect which would go a long way in a brand choice.

Financial institutions do not connect emotionally to consumers but are always rational, for we in marketing assume our target group is well informed, astute and number savvy hence, emotional route will not work. Of the top 100 brands globally only seven financial brands made it in the list considering that almost half of world population would have experienced a bank in some form or the other.

Our industry is unique – a product can be rolled out from the assembly line within 24 hours – product extensions, product innovations are possible at short notices – and then it is up to the creative agencies to spin an acceptable proposition for our target consumers to decipher, accept and consume the product.

You can promote a carbonated brand quickly and can consume it, at the same pace but banks have the target group captive for life – this means constant customer engagement, cohesive communication across touch points and innovation will earn the emotional respect and affection.

An ideal brand engagement for a bank should consider this and work on the above

Ideal Work Place

A close friend and a critique went for an interview and was referring to an interviewers question about her ideal work place. Considering that I have worked in advertising agencies to more serious corporates (banks), thought it is a good idea to carry it on.

There are many metaphors for workplace. My first work place was like a family – very well connected - and still connected through Facebook

Most of the creative agencies are like college days. Optimistic, full of life, and no back pack egos – unlike the corporate world

My previous bank was more like a strategic design unit in an automobile manufacturing company where every individual is well oiled (informed), thorough in their field and people worked together in sync to perform their tasks. It is one of the best in the country even till date and it is synonymous for product innovation in UAE. It has many firsts to its credit

An ideal work place is the one which
• Allows innovation and is believed from top down
• Inspires people to bring the best
• Supports and promotes camaraderie at work
• Snubs nepotism

I am lucky to have worked in one in my earlier stints and positive best brands roll out from the best work places as, it is the people who create a brand from their positivity and the environment.

Cost of Independence

During my flight from Chennai to Visakhapatnam (India) last month was going through a business magazine and came through Subhiksha. Subhiksha - an Indian retail chain with 1600 outlets selling groceries, fruits, vegetables, medicines and mobile phones. It was started and is managed by an IIM A alumnus. However, due to ambitious plans and liquidity squeeze Subhiksha shut down several stores across India. The founder wanted greater stake in equity and due to the debt squeeze and the payment cycles he had no option but to let his dream off the shelves

Even the third largest UK Bank had to succumb to a Middle Eastern bail-out last November giving the investors a significant downside protection. The result being that last month the investors sold their stake for a whopping 2 Billion$ profit making the shares dive southwards for no fault of the bank’s performance.

These are testing times for corporates across the globe and with rigid lending by banks it is interesting to see the rest of the year would unfold

Long Live Ambition

The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy and it did wrap the globe

The worst hit during this time are marketers and advertising agencies because almost all the corporates believe in conserving capital and they consider marketing as an expense

As marketers we are so often faced with the dilemma of having to cut advertising in times of economic softness and I wish to highlight how one bank capitalized to enhance their brand with ‘Long Live Ambition’ campaign. The campaign is well executed right from target profiling to media vehicles to messaging. A powerful and inspiring statement which will go long way in building positive image about their brand

My colleagues and fellow bankers did criticize their timing however, in the current economic scenario where there are advertising budgetary cuts, uncertain consumers do need the reassurance and positivity of known brands. The highway from Dubai to Abu Dhabi is painted with their brand and for someone who is entering Abu Dhabi this campaign gives a strong message of positivity.

As said by Kotler and many eminent marketing gurus – successful companies do not abandon their marketing strategies in a recession: they adopt them – Long Live Ambition

Sports Sponsorships – Maximizing ROI

Sports sponsorship which integrates advertising, promotions, public relations and sales to reach and touch consumers started somewhere between 1970’s to 1980’s in the United States. I was fortunate to have worked with few sponsorship associations on the ground as a marketing contact for a financial institution and thought of articulating most of my learning’s through this avenue Considering that marketing is always a thank less job it is critical to have a robust plan and gear the team to excel in expectations both within and outside the institution.

We need to look at sponsorship in three phases. Phase 1 being the pre event phase, Phase 2 is during the event and Phase 3 being the post event engagement and wrap up

Phase 1 – Pre Event
1) Art of negotiation: It is very important to know the entitlement of the sponsorship. If it is main or title sponsor the effort in changing the name of the sports event and ensuring our brands presence is indeed herculean. But then what matters most for all publicity is the titles name which gets registered through communication exercises during the build up and during the event 2) Documentation: The preparation for marketing the event normally should start at least five months prior to the event and should have a dedicated team who also handles this event in addition to their day job. Regular updates to senior management on the progress is critical and the best is to have a activity based tracker with clear time lines and responsibilities. Plan your work and Work your plan it is so critical to stick to the tracker.
3) Focus on benefits: If the sponsorship is cascaded from the top which normally is always a case try not to un-sell it. Look at it from a macro perspective to the institution. There are several messages which the brand wishes to communicate through event or sports sponsorships. It may vary from supporting to a cause to supporting players to demonstrating commitment of presence in a specific country or region.
4) Stake holder meeting: It is very important to get to meet all the key stake holders within the institution to map their expectations to the sponsorship. Most of the times it may not be favorable in such avenues it helps to meet their teams to decipher their business objectives which will aid in tying up all the loose ends to write a communication brief
5) Budgets: This is the most difficult part being at the clients end. It is very important to sell the idea of running a cohesive and consistent messaging parallel to the sports event before and during the event to leverage on sponsorships. Always ensure to plan for extra pair of hands as support staff, for food & beverages, check on any VVIP guests who may land in to your stand/kiosk and seek advice on any preferred menu coupled with the regular marketing communications costs within the environment
6) Communication brief: The most difficult job for any marketer to draft a communication brief which would ensure it sells. It is always ideal to look out for specialized agencies which excel in sports communication. The best hook to convince your management is to focus on the sponsorship money and also the proposed marketing budget coupled with business expectations and negotiate your way to invite for a agency pitch. This is never a happy situation for the existing agency but it helps to communicate it upfront and also getting your senior management assure them that the ongoing or future projects will be business as usual with the incumbent agency.
7) Key Proposition: it is always easy to get carried away on propositions. Think out of the box and use clever messaging to integrate the sport with the DNA of your brand. Advertising must sell and it is so critical to map business expectations in the brief. Almost any sport delivers on winning, camaraderie and integrity which in most of the cases is one of the core values of any brand.
8) Internal Stake holders: The biggest critiques for marketing are within. Always factor in internal customer engagement to the sponsorship and work on a calendar to connect to them on list of activities or just a heads up communiqué.
9) Timing : The timing of the communication campaign is critical as there may be resistance from the organizers themselves who are emotional about their equity. The time for customer recruitment and on board experience needs to be factored in if the promotion is hinged on giving away tickets based on consumption
10) Publicity: it is very important to control the publicity to the sponsorship as future brand trackers are hinged on the coverage the brand gets to derive from this association. The best is to integrate PR to your team and work closely with themPhase
2 – During the event

1) On ground Kiosk: No matter how much planning one gets in this somehow seems to be a last minute hiccup project. Make sure the contractor inspects the site/location weeks before and all elements like sun light, possibility of rain, sand storm etc., are factored in while designing the kiosk/stand and there is enough storage facilities for marketing collaterals
2) Protocol: Always ensure you have staff or help in hand who would look at meeter/greeter of senior management visiting the stand or the event. If you can get a list of senior delegates visiting your stand based on the protocol ensure you get the necessary give aways. It is important to remember the best onboard experience is recalled always
3) Schedule of events: Always get the activity schedule from the organizers and ensure to communicate this to your internal customers and also to all senior management. Make sure you retain a copy with you as the project in charge you are always on the guard
4) Distribution of tickets: Perhaps the most tricky area of any event sponsorship. It is very important to get senior management buy in on ticket distribution and also ensuring a robust ticket disbursement process. As a marketing contact you are not only expected to promote it externally but also ensure that your area of seats are not empty during the sports event
5) Television Cameras: This is of great significance. It is very important to get few archive televised matches to see how the camera is angled and how they cover players and the stands. If it is in open area like Golf where the players are in motion then the emphasis is always on the angle at which they capture the players. “A” Board placement along with any banners of the brand is of utmost importance.
6) Plan for contingency: Always ensure you have a vehicle parked at your disposal at all times during the event. You never know what you require in the last minute
7) Meet the press: though this is always your PR managers remit it is important to meet press and encourage them to visit your stand or your hospitality. It is so critical that press sees the efforts your institution has put in this event and this would aid in getting coverage
8) Media Planning: clever media planning including outdoor locations across the venue and also at the airport does increase your brands profile during the event. Spend optimum but ensure you dominate the space. Play hard with your planning and buying team
9) Key elements on measuring Return on Investment: The numerous times press speak about your brand, press mentions, TV Coverage’s and scheduled interviews coupled with your own marketing efforts ensure
10) Briefings: Always have briefing sessions with the entire team if possible twice a day to ensure things are as planned. Technology helps but it is better to carry a walkie talkie too. This will also cut on telephone bills and you may not be sitting across your finance manager explaining each call post the event
Phase 3 – Post event wrap up

1) External : Make sure you budget for at least one last burst of adverting thanking all your patrons and customers during the event
2) Internal: Budget in any rewards based on HR policies to the team which worked on the project and also few mementos
3) Event Report: Before you get on to that next project always ensure to document all the learning’s and significant reminder points to management and also to your team which will be a handy referral for the coming yearWe managed to win an award as the best marketing campaign in financial category for that event and I am sure following these learning’s would be quite helpful to most of you

Good Luck

Asian Media Opportunities

In the era of measuring every dirham for return on investment and giving a three page explanation on spend analysis for as little as AED 30,000/- the best media opportunity available for marketers no doubt is Asian Media. Press is dominated by gloomy news across the region. China having 20 Million jobless people, US has some 4.3 Million and more is a depressing read in the morning

The reading habits definitely have taken a beating across UAE and more consumers are switching to radio while travelling and when at home to the idiot box. The TRP’s unfortunately cannot be measured here for lack of proper research but the viewership for all Asian channels including Sony, Zee and Star increased considerably
I believe the best bet to reach Asian consumer is when they are happy and considering the reach and also the ROI – Asian TV seems to be the best bet.

Consider this – A Full Page back page in any of the two leading English titles costs up to AED 50,000 with a frequency of one and it costs up to US $ 225/- for a 15 sec spot in local beams of Asian channels. The same budget can be consumed across one channel for almost one month with a frequency of two spots in prime time

Interesting and clients like us who do not have TV Commercials the best is to have a Flash which is equally appealing and while in this era of econometrics the best bet is to ensure we reach more consumers spending less and convincing them to bank with us

Peer Pressure

We had a long weekend this week and had the pleasure of spending time with spouse and kids. One of the days we had our sons buddy joining us to the park for cycling. Being in Dubai it is important to take children out to the park and let them have some fresh air

Little did I realize that the two kids would be giving us a glimpse of peer pressure. There was the height and size problem with the two cycles and my sons friend refused to cycle as he felt that it is smaller and that is the reason why he is unable to go fast.

It made me go back to my college days and a glimpse of Kotler, where consumer behavior is influenced by cultural, social, political and psychological attributes.

Post some persuasion we managed to convince the kids the art of sharing.

Sure the weekend did make an impact on the kids fathers wallet as he even refused to take the cycle home