Out of the box thinking always pays to you only if it has been properly
implemented and targeted to the right audience and at the right time. Here I am
discussing about a new trend in marketing which is branding of your company
by attempting world record. Eight months ago my management mentor
Shri Manish Vishnoei discussed about this with me and we had planned one event
to attempt the 11 world records in a consecutive 11 days on different themes
related to social issues. I was thinking that we were the first to introduce
this funda but someone somewhere in the world is also thinking the same way you
are; recently I was reading Journal of Management & Entrepreneurship
of Xavier institute and came through one interesting case study
focused on the impact of Guinness World Record in the field of aerobics could
have on potential clients for some fitness studio in Hyderabad.
The basic funda behind branding through world record is to position your
product or service in a "Pride" and "the only of its kind",
category in the world by maximizing the potential of your product or service
upto the level of uniqueness or has never done before by any other person or
company. For an example In the category of World's biggest cake you will find
many categories like "World's biggest ice cream cake", "World's
biggest birth day cake", "World's biggest chocolate cake" etc. I
am sharing you one very interesting case about a company named "Baker's
Ville" of Indore who wanted to propagate its unique offering of Photo
Cake (Cake with the edible photo made up of sugar and icing) through an
unique event among the target audience.
After searching about many options Mr. Neeraj CEO, Bakers Ville found
that an NGO named Shri Vision Social Empowerment & Welfare
Association (SRVSEWA) had organized 11 day world record charity event. He
called up to the organizer and coordinator of the event to discuss how they can
help him to manage an event to propagate his photo cake product offering in a
unique way through an event? After searching for worlds record category in cake
they have decided to propagate it by creating new category “World’s biggest
photo cake”. After the final words the outline of the event was a follows:
Golden Book of World Records, Asia Books of Records and India Book of Records were agreed happily and gave consent to consider it a record. Team of Backers Ville and SRV SEWA were
like on the seventh heaven after getting positive response. They decided to
organize this event on the evening of 1/1/2012 to celebrate first day of New
Year to get better coverage and the response of target customers.
Both have started working in this direction and a summary of the event
is as follows:
Date of the event: 01/01/2012
Organizer: SRV SEWA
Sponsor: Bakers Ville
Venue: Indore Central Mall, Indore, Madhya Pradesh (India).
"Today this photo cake has been approved as a world record by India book of record, Asia book of records and Golden Book of Records."
Programme: Miracle of One “World’s biggest photo cake”
Supporter: Nafees Bakery, Dev’s Bakery and other local bakery
Photo Cake Specification
Length: 11 feet
Width: 7 & ½ feet
Height: 4 inch
Weight: 500 pound
Photo description: Micky mouse & friends
There were more than 5000 people consumed the cake and
10000 people who have watched this event and came to know about the new product
photo cake (Newspaper coverage not included in this figure).
