World Record Branding: New marketing mantra

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).

This event had got a huge success and after a month there was a significant increase in the demand of the photo cake in the city of Indore.