How The Ad Agencies Take Businesses To Higher Levels
September 11, 2019
In fact once Raju and I were traveling together in his car to a function when a senior correspondent of a weekly news magazine rang me and asked me which business leader was Raju’s role model. I covered the mouth piece of my phone and asked Raju. He said Jack Welch. He was a bit taken aback when in front of him I gave a detailed statement on why he admired Jack Welch of GE. The magazine quoted Raju verbatim in the next issue.
This is a sad fact and something that needs to change. To think that the normal way to live is to be out of shape, overweight, and have all kinds of diseases? It is insanity. To think that nine out of ten people are obese is a bad stat. And this is what this country is leading to.
By now, it was clear that web-related communication was the way forward. An internet corporate site was a given. Raju told me that it was imperative that as a global organization information dissemination across offices was very critical. Every employee of Satyam, wherever in the world he or she was located should have access to the same information in realtime as compared to someone in Hyderabad.
Now lets enter into the Drug Store zone, a company that doesn’t make much movement but has the potential to do much better is Rite Aid (NYSE: RAD). I don’t know if you have ever stepped into one of their stores but it pales in comparison to CVS Corp (NYSE: CVS). They have all of the components to actually make a run at CVS, Rite Aid has over 3,323 in over 27 states while CVS has over 5,471 in 37 states. The difference between Rite Aid and CVS beyond the earnings is the management team. The management at CVS understands their customer base under the direction of its CEO Tom Ryan, while Rite Aid is somewhat disconnected.
After the interview the photographer requested Raju whether he could photograph him along with the car. Surprisingly, Raju agreed. The next issue of BusinessWorld had only Raju on the cover with a laptop on the bonnet of his Benz.
There is a particular approach that works very well to encourage people to buy from you and it’s called ’emotional advertising’. It’s used by the big advertising agencies all the time. They think about what pains and irritates the people in their market, once they’ve got that figured, they then work on proving that they have a solution to the prospect’s woes. The art of writing to engage these prospects is called copy-writing and it will pay you back ten-fold if you invest the time to understand how to write powerful copy.
However, I did go to meet him and i was rather disappointed when he told me the company’s name though the company was Hyderabad based and I was in the same city, too. He persuaded me to at least meet the company management. The same afternoon I met Ramalinga Raju, Chairman, Satyam Computer Services. I had no clue what the company did as it was not even in my radar being more from the engineering and automotive industry. In fact, I even had a stray thought that they assembled grey market PCs.