Remember all those walks down a long stretch of beach, picking up shells and other treasures that the sea yielded at your feet? The joy of every beach comber lies in the treasures that he discovers while strolling along. A unique shell, a bunch of weathered pebbles, little pieces of broken pottery; each brings with it an unmatched charm. But the one thing that sets pulses racing is the discovery of a brilliantly coloured, well weathered shard of Sea Glass.
Rare, colourful, spectacular: three nice words to describe these lovely gems; though not quite completely. But what exactly is sea glass? And where do they come from? Well, a shard of sea glass actually begins its exotic journey as a bottle, glass, crockery or any glass product. The sea connection comes in only if it gets tossed into the sea. Once there, the waves and the currents take their time – tossing, breaking and tumbling it around until they are just right to be washed ashore. Of course, there are certain indirect causes for their existence too.
Back in the early 1990s when plastic wasn’t in use; most of the products came in glass jars. Moreover, recycling hadn’t quite caught on. Now, with the phenomenon of recycling having caught on, and plastics being widely used, sea glass is becoming more and more difficult to find.
Sea glass is rare. And depending on the colour, it can even be likened to precious stones in value. The rarity of sea glass colours depends on whether the glass colours are still in use or not. Glass colours that have not been manufactured for quite a long while – post mid-19th century – fall under the rare category.
Sea glass colours can be categorized under common, unique, rare and even to treasures. Colours like green, white and brown fall in the ‘common’ category. That is because these colours are still in wide use. Right from medicines, wine and regular fare, green, white and brown can be readily found. It’s the shades of green like emerald green and aqua green that fall in the rare category. Other colours of sea glass that fall in the rare category include cobalt blue, amber, lavender, yellow and seafoam green. These colours are no longer used in glass.
However, the rarest of the lot are colours like red, orange, gray, teal, milk white, aqua, jadeite, lime green, light blue, opaque blue and shades of pink, yellow and green in depression glass. But that’s not the end. There are finds that can be likened to treasure too. Like bottle or glass bottoms, glass with imprints and markings, or perfectly round marbles which could easily have come from the ballast of ships, to glass stoppers and corks. They are few and far between and it’s your lucky day if you chance upon them.
Thursday, December 20, 2007
Fashion and folly
When it comes to fashion, I have often wondered, who it was that first set the ball rolling: made the first ‘fashion statement’. Was it God? As shown in the Bible, with his long, wise, white beard and a pristine white gown as he bellowed – “Let there be Light” – into endless void. Beard wagging, gown billowing and a golden girdle fluttering in the gale and the world suddenly being lit up with light! Sigh! What a statement of power, omnipotence and style that must have been!
Any wonder that he shooed Adam and Eve away from the Tree of Knowledge, lest they should discover his secrets. But woe! Eve ‘fell’ to temptation and rose to knowledge; and Adam followed suit. But fabric was still a long way off. God held the controls and he denied his disobedient children any access. Deprived of fabric or any of the resources I Eden, they had to make do with fig leaves. And lo! Even before they knew it, Eve and Adam set fashion rolling.
Fig was probably great for Eden climate, but earth was harsh. There was winter, and summer and other seasons in between. So fig leaves, I think, soon flew out of the window. Animal skin came along – fur and print in place – and sheep skin, and then wool from sheep. Cotton must have entered the scene only when Adam got down to serious field work. Besides, imagine the horrors of wearing a fur coat in the summers!
But cotton grown is not the end of the story. Someone had to figure out and then weave it to perfection. Eve must have done a great job with that; and even perfected it to an art over time. And once she felt she too could divinely proclaim “this be fashion”, she went into the neighbourhood strutting her stuff and made all the other ladies envious. These ladies, as it is in most cases emulated the object of their envy. And so spread trends. Either way, what is of more concern is that she passed the art of ‘fashion’ down to her children; who in turn passed it down to theirs. So much so, that we have pretty good samples doing the rounds now.
But Adam himself could not have disappeared after the cotton was grown. Besides, he would have needed clothes too. And from what we see of men’s clothes today, he must have set some trends himself too. But how? Especially if he had to toil all day at the fields to grow cotton and a lot more besides. Well, after the day’s work, I figure, Adam must have gone for a drink somewhere, or socialized. And since men fall under the envious lot too, trends spread there as well.
The rest, as they say, is history; and a bit of geography too. And history today is in such a stage that we almost find fashions from every human era on display and in use.
Any wonder that he shooed Adam and Eve away from the Tree of Knowledge, lest they should discover his secrets. But woe! Eve ‘fell’ to temptation and rose to knowledge; and Adam followed suit. But fabric was still a long way off. God held the controls and he denied his disobedient children any access. Deprived of fabric or any of the resources I Eden, they had to make do with fig leaves. And lo! Even before they knew it, Eve and Adam set fashion rolling.
Fig was probably great for Eden climate, but earth was harsh. There was winter, and summer and other seasons in between. So fig leaves, I think, soon flew out of the window. Animal skin came along – fur and print in place – and sheep skin, and then wool from sheep. Cotton must have entered the scene only when Adam got down to serious field work. Besides, imagine the horrors of wearing a fur coat in the summers!
But cotton grown is not the end of the story. Someone had to figure out and then weave it to perfection. Eve must have done a great job with that; and even perfected it to an art over time. And once she felt she too could divinely proclaim “this be fashion”, she went into the neighbourhood strutting her stuff and made all the other ladies envious. These ladies, as it is in most cases emulated the object of their envy. And so spread trends. Either way, what is of more concern is that she passed the art of ‘fashion’ down to her children; who in turn passed it down to theirs. So much so, that we have pretty good samples doing the rounds now.
But Adam himself could not have disappeared after the cotton was grown. Besides, he would have needed clothes too. And from what we see of men’s clothes today, he must have set some trends himself too. But how? Especially if he had to toil all day at the fields to grow cotton and a lot more besides. Well, after the day’s work, I figure, Adam must have gone for a drink somewhere, or socialized. And since men fall under the envious lot too, trends spread there as well.
The rest, as they say, is history; and a bit of geography too. And history today is in such a stage that we almost find fashions from every human era on display and in use.
Tuesday, December 4, 2007
The perfect vacation?
Have you ever been on a vacation where everything was just perfect? The place you visited was way better than you imagined, the staff were so much nicer than you thought they would be, and even the food was brilliant! A dream situation? Not really! There are many places in India that could give you the perfect getaway.
Imagine a log cabin that opens out onto a reservoir. In the distance you can see blue hills lazing on the water, you can hear soft waves lapping against the hillside, and feel the chill breeze on your face. Trees surround your cozy abode, and birds and butterflies visit your balcony. You are truly in the lap of nature, and enjoying every minute of it. You're excited about the jungle safari, you're equipped with your field glasses to watch some amazing birds, and you are completely relaxed and don't even remember what your little cubicle at work looks like anymore. Perfect isn't it? Hmm... think again!
You see, it doesn't matter how much you try to run away from the city and into the wild outdoors, unless you take the lonely traveler route, you are bound to meet the craziest of all animals – the human! Yes! That wild scream you heard was no critter, it was your regular tourist, trying to impress his young wife, or her family. Sigh! And now they even have music blaring! Well, one must be tolerant.
Of course, what follows would knock the word “tolerant” out of one's vocabulary forever! At tea you realize that your friendly neighborhood noisy-man is not alone! Yes the wife is there, accompanied by her family that seems to find noisy-man's jokes irresistibly funny, and to add to it, a young child who promptly whips out his Game Boy and makes it quite clear that he did not want to make the trip at all! Deep breath. Stay calm. Try to visualize a beautiful evening.
It's safari time! Oh... you have to ride with noisy-man and his family. Still, maybe it will be fine. Keep the happy visual. His first question – “How long is this safari going to take? What! Two hours! That long! What will we do!” Your initial reaction – “Get off!” Ah... if only! Still, the jeep moves on and you're in the jungle.
There's something about the jungle that can really make you take a long hard look at yourself. There is always a sense of excitement, and yet a tinge of fear. At some point your mind conjures up images of tigers pouncing on the jeep, or a giant elephant blocking your way. But then there is the silence of the jungle, with sounds of birds and crickets, the tall trees, the foliage, the sun streaming down through the leaves, the sense of mystery and the knowledge that beyond what you can see, life in all its beauty thrives. “Where are the animals?” – second question. This is not a zoo silly-man, it's a jungle. This is a wildlife safari! The animals are not on display here! For all you know, we are!
Silly-man however persists. “What is this, I can't see any animals... oh look! A mosquito!” The family guffaws at their son-in-laws wit! The guides, who are actually very interested in what they do and love the forest, are beginning to show signs of irritation. But the poor souls can't possibly retort, 'customer is king' you see. So the chatter continues, the idiotic jokes flow, and then we see spotted deer! Oh good, just when you thought you wouldn't see a thing with all the racket! You focus to get a good picture, “Choo!” What! Did silly-noisy-man just shoo away the spotted dear? That he did, and even instigated the child to do the same. You are really beginning to wonder where these people have come from and why they are on a safari if they don't want to see any animals. The guide tells them not to scare the animals but it doesn't look like anyone is listening.
Moving along, more bad jokes, more taunting animals and the guide, all in the name of humour. Please God... let's see something! Gasp! Can it be true? Right ahead... a tiger! Wow! The jungle has shown favour on you. The eight-year-old, yellow, black and orange striped beauty walks majestically before you on the path! He turns...looks at the jeep, and carries on. This is his territory and he will stroll in it as he pleases. All you can do is follow dumb-founded. For the first time, the noisy family does not say a word. Then the tiger goes into the undergrowth and sits down, quite close to the path. He stares at you, and for a brief moment you lock eyes with one of the most beautiful, and awe-inspiring creatures of the jungle. As people scramble to take pictures, excited and even afraid, the jeep moves! What! Why?
The guide protests, and the driver says that noisy-silly-man's mother-in-law, who we must say had the safest spot next to the driver, pestered the driver to move! To leave a sitting tiger in the wild, when people wait a lifetime to spot one... how could she do this!
Sigh! What more can we say now. A perfect safari tainted by ignorance, and insensitivity. A scar forever on your memories of a vacation, and yet, an interesting story to tell your friends on your return! What happens next? Well you carry on with the rest of your time at the lodge, trying your best to avoid the crazy family and make the best of what you have. One thing's for sure though, anytime you take a vacation, be prepared to meet some really weird people!
Imagine a log cabin that opens out onto a reservoir. In the distance you can see blue hills lazing on the water, you can hear soft waves lapping against the hillside, and feel the chill breeze on your face. Trees surround your cozy abode, and birds and butterflies visit your balcony. You are truly in the lap of nature, and enjoying every minute of it. You're excited about the jungle safari, you're equipped with your field glasses to watch some amazing birds, and you are completely relaxed and don't even remember what your little cubicle at work looks like anymore. Perfect isn't it? Hmm... think again!
You see, it doesn't matter how much you try to run away from the city and into the wild outdoors, unless you take the lonely traveler route, you are bound to meet the craziest of all animals – the human! Yes! That wild scream you heard was no critter, it was your regular tourist, trying to impress his young wife, or her family. Sigh! And now they even have music blaring! Well, one must be tolerant.
Of course, what follows would knock the word “tolerant” out of one's vocabulary forever! At tea you realize that your friendly neighborhood noisy-man is not alone! Yes the wife is there, accompanied by her family that seems to find noisy-man's jokes irresistibly funny, and to add to it, a young child who promptly whips out his Game Boy and makes it quite clear that he did not want to make the trip at all! Deep breath. Stay calm. Try to visualize a beautiful evening.
It's safari time! Oh... you have to ride with noisy-man and his family. Still, maybe it will be fine. Keep the happy visual. His first question – “How long is this safari going to take? What! Two hours! That long! What will we do!” Your initial reaction – “Get off!” Ah... if only! Still, the jeep moves on and you're in the jungle.
There's something about the jungle that can really make you take a long hard look at yourself. There is always a sense of excitement, and yet a tinge of fear. At some point your mind conjures up images of tigers pouncing on the jeep, or a giant elephant blocking your way. But then there is the silence of the jungle, with sounds of birds and crickets, the tall trees, the foliage, the sun streaming down through the leaves, the sense of mystery and the knowledge that beyond what you can see, life in all its beauty thrives. “Where are the animals?” – second question. This is not a zoo silly-man, it's a jungle. This is a wildlife safari! The animals are not on display here! For all you know, we are!
Silly-man however persists. “What is this, I can't see any animals... oh look! A mosquito!” The family guffaws at their son-in-laws wit! The guides, who are actually very interested in what they do and love the forest, are beginning to show signs of irritation. But the poor souls can't possibly retort, 'customer is king' you see. So the chatter continues, the idiotic jokes flow, and then we see spotted deer! Oh good, just when you thought you wouldn't see a thing with all the racket! You focus to get a good picture, “Choo!” What! Did silly-noisy-man just shoo away the spotted dear? That he did, and even instigated the child to do the same. You are really beginning to wonder where these people have come from and why they are on a safari if they don't want to see any animals. The guide tells them not to scare the animals but it doesn't look like anyone is listening.
Moving along, more bad jokes, more taunting animals and the guide, all in the name of humour. Please God... let's see something! Gasp! Can it be true? Right ahead... a tiger! Wow! The jungle has shown favour on you. The eight-year-old, yellow, black and orange striped beauty walks majestically before you on the path! He turns...looks at the jeep, and carries on. This is his territory and he will stroll in it as he pleases. All you can do is follow dumb-founded. For the first time, the noisy family does not say a word. Then the tiger goes into the undergrowth and sits down, quite close to the path. He stares at you, and for a brief moment you lock eyes with one of the most beautiful, and awe-inspiring creatures of the jungle. As people scramble to take pictures, excited and even afraid, the jeep moves! What! Why?
The guide protests, and the driver says that noisy-silly-man's mother-in-law, who we must say had the safest spot next to the driver, pestered the driver to move! To leave a sitting tiger in the wild, when people wait a lifetime to spot one... how could she do this!
Sigh! What more can we say now. A perfect safari tainted by ignorance, and insensitivity. A scar forever on your memories of a vacation, and yet, an interesting story to tell your friends on your return! What happens next? Well you carry on with the rest of your time at the lodge, trying your best to avoid the crazy family and make the best of what you have. One thing's for sure though, anytime you take a vacation, be prepared to meet some really weird people!
Refreshingly teasome
Drinking tea is now the rage among many middle class, urban folk who are looking for an interesting evening out. Tired of the din of the coffee shops, and having drunk one hazel-nut flavored latte too many, beverage lovers turn to tea bars. A cozy ambiance, a variety of teas from all over the world, and a delicate experience make for an attractive sales package. The waiters bring you a little strainer, a timer, perfectly squared little sugar cubes, and all sizes and shapes of cups and saucers for your exotic teas. You unintentionally straighten up, take in a whiff of the fragrance, and nibble on your food. And suddenly, you realize why the English make such a fuss about their afternoon tea!
Ah, but look at the menu! Should you try the little flowers they say bloom in the pot, or should you try the fruit flavored tea? And what exactly is a tea made of hand-rolled tea leaves? All the variety and oriental names could make your head spin! So, knowing a little bit about this rather genteel beverage can help you make a choice you won't regret.
Simplitea
Tea is the dried and processed leaves of a plant called camellia sinensis. All teas come from this species of plant, but much depends on where the plant is grown and how it is processed. There are three major varieties – China, which have small leaves and thrive on higher altitudes, India (or Assam), which have larger leaves and thrive on lower altitudes, and Hybrid, which are somewhat in-between Chinese and Indian.
Fantastic Four
The four basic kinds of teas are black tea, green tea, oolong tea and white tea. What is called herbal tea, is not tea at all, but a mixture of flowers and leaves. A refreshing beverage all the same.
A friend for life: Black Tea
How many times have you curled up with a book and a hot cup of black tea? Or made a steaming cup of tea on a rainy day? By and large, black tea is the most common of the four teas and has the highest caffeine. It still has antioxidant properties but not as much as the others. In India, the expression 'black tea' is also used to describe a cup of tea without milk, where the common practice is to add milk or cream.
You could choose from a variety of Chinese teas – Lapsang with its strong smoky flavor, Keemun, Dian Hong, and Ying De Hong. Then there are the familiar teas from Assam, Ceylon, Darjeeling and the Nilgiris. Black teas are often blended with various plants that give us a variety of flavors. The popular Earl Grey has bergamot oil in it, the Irish Breakfast is a blend of many black teas, and the English Breakfast is a full-bodied, rich blend that goes well with milk and sugar.
Another popular variety is black tea mixed with fruits and spices creating tantalizing aromas and flavors such as cinnamon tea, raspberry tea, mango tea and so on. If you like the fruit, you are sure to love the tea.
A healthy order: Green Tea
You must have heard that Green teas are good for your system, and that they might even cure some serious illnesses. Well, the claims may not be scientifically proved, but many will swear by the tea's medicinal properties. Whether you drink it for its health benefits or not, the beverage is refreshing.
Green teas are low in caffeine and have high antioxidant properties with a taste of fresh leaves. You could try the gunpowder – a full-bodied tea with a hint of smokiness; kukicha – a Japanese tea of leaves and white twigs; li zi nutcracker – a Chinese tea with a nutty taste; or spiced green teas with different flavors. Green tea can be a little different on the palate for someone who isn't used to it, but once you begin to like it, you will enjoy it throughly.
A taste of China: Oolong Tea
Watching oolong tea unfurl in a tea pot is the best way to begin the experience of drinking the tea.
The most difficult to process, the best oolong teas are commonly brewed to be strong with the bitterness leaving a sweet and pleasant aftertaste. The taste of the oolong is between black and green tea. The most famous oolongs are those produced in the Wuyi Mountains of the Fujian Province and in the Central Mountains of Taiwan.
The teas come with a variety of fragrances that are both tantalizing and soothing. The jasmine tea is quite popular, as are the oolongs from Darjeeling.
Pristine beverage: White Tea
These are the least processed of any tea and tastes most like fresh leaves. A subtle taste, the tea has an air of delicacy about it, and high antioxidant properties. You can take your pick from the Silver Needle, the White Penoy, the Tribute Eyebrow, or the fruity, darker LongLife Eyebrow. You could also try the Ceylon White, which has pine and honey liquor, the light and fluffy Darjeeling White, the sweet Assam White, or the nectar sweet White Puerh Tea.
Well, that was our basic introduction to teas. Now take the plunge and savor this lovely beverage.
Ah, but look at the menu! Should you try the little flowers they say bloom in the pot, or should you try the fruit flavored tea? And what exactly is a tea made of hand-rolled tea leaves? All the variety and oriental names could make your head spin! So, knowing a little bit about this rather genteel beverage can help you make a choice you won't regret.
Simplitea
Tea is the dried and processed leaves of a plant called camellia sinensis. All teas come from this species of plant, but much depends on where the plant is grown and how it is processed. There are three major varieties – China, which have small leaves and thrive on higher altitudes, India (or Assam), which have larger leaves and thrive on lower altitudes, and Hybrid, which are somewhat in-between Chinese and Indian.
Fantastic Four
The four basic kinds of teas are black tea, green tea, oolong tea and white tea. What is called herbal tea, is not tea at all, but a mixture of flowers and leaves. A refreshing beverage all the same.
A friend for life: Black Tea
How many times have you curled up with a book and a hot cup of black tea? Or made a steaming cup of tea on a rainy day? By and large, black tea is the most common of the four teas and has the highest caffeine. It still has antioxidant properties but not as much as the others. In India, the expression 'black tea' is also used to describe a cup of tea without milk, where the common practice is to add milk or cream.
You could choose from a variety of Chinese teas – Lapsang with its strong smoky flavor, Keemun, Dian Hong, and Ying De Hong. Then there are the familiar teas from Assam, Ceylon, Darjeeling and the Nilgiris. Black teas are often blended with various plants that give us a variety of flavors. The popular Earl Grey has bergamot oil in it, the Irish Breakfast is a blend of many black teas, and the English Breakfast is a full-bodied, rich blend that goes well with milk and sugar.
Another popular variety is black tea mixed with fruits and spices creating tantalizing aromas and flavors such as cinnamon tea, raspberry tea, mango tea and so on. If you like the fruit, you are sure to love the tea.
A healthy order: Green Tea
You must have heard that Green teas are good for your system, and that they might even cure some serious illnesses. Well, the claims may not be scientifically proved, but many will swear by the tea's medicinal properties. Whether you drink it for its health benefits or not, the beverage is refreshing.
Green teas are low in caffeine and have high antioxidant properties with a taste of fresh leaves. You could try the gunpowder – a full-bodied tea with a hint of smokiness; kukicha – a Japanese tea of leaves and white twigs; li zi nutcracker – a Chinese tea with a nutty taste; or spiced green teas with different flavors. Green tea can be a little different on the palate for someone who isn't used to it, but once you begin to like it, you will enjoy it throughly.
A taste of China: Oolong Tea
Watching oolong tea unfurl in a tea pot is the best way to begin the experience of drinking the tea.
The most difficult to process, the best oolong teas are commonly brewed to be strong with the bitterness leaving a sweet and pleasant aftertaste. The taste of the oolong is between black and green tea. The most famous oolongs are those produced in the Wuyi Mountains of the Fujian Province and in the Central Mountains of Taiwan.
The teas come with a variety of fragrances that are both tantalizing and soothing. The jasmine tea is quite popular, as are the oolongs from Darjeeling.
Pristine beverage: White Tea
These are the least processed of any tea and tastes most like fresh leaves. A subtle taste, the tea has an air of delicacy about it, and high antioxidant properties. You can take your pick from the Silver Needle, the White Penoy, the Tribute Eyebrow, or the fruity, darker LongLife Eyebrow. You could also try the Ceylon White, which has pine and honey liquor, the light and fluffy Darjeeling White, the sweet Assam White, or the nectar sweet White Puerh Tea.
Well, that was our basic introduction to teas. Now take the plunge and savor this lovely beverage.
The business of going virtual!
Management author Tom Peters says ,"Biz Blogging - WORKS. It is of - MONUMENTAL IMPORTANCE."
In the nineties, a virtual presence meant a website or an ad banner on prominent portals. Static web design didn't capture customer information, while expensive ad banners couldn't really bring in the numbers, given the meagre usage of the Internet in India.
Today, things have changed. And how! The Internet - post the dotcom burst - has bounced back and is ubiquitously used for business. So, how do you use the virtual medium for your business, both internally and externally?
Yes, websites and ads exist today too, but now you also have avenues like blogs, e-newsletters and extensive portals. Gone are static websites; multi-functional websites now give you Flash imaging, extensive scripting, data capture capabilities, and enhanced e-Commerce functionality ensures that you can sell almost anything.
Talking of ads, the Internet giant Google has redefined Internet Ads with their Google Ads programme, which permeates into every avenue on the Internet, from your email to your Google search. Ad banners or island ads in websites are blasé now! Google ads are the thing for virtual business - it ensures that you get maximum eye balls and everyone has a win-win!
Portals, as always, come with the challenge of sustaining content. Fresh, new ideas and content, rule the popularity of portals and the absence of these doesn't pull in readers; taking with them, revenue-generating ads and business prospects too. Indian portal giants like indiatimes.com, rediff.com, and indiaplaza.com have managed to sustain by growing bigger than the competition. These guys are worth emulating because they've managed to sustain customers through multiple channels, e-Commerce and ads.
So, that's that about some virtual business avenues. But, what has really grown larger than life today is blogging and e-newsletters. Both are mediums that allow you to speak to an audience both internally and externally. Interactive and effective communication with employees and the outside world, can help your company be different and survive fierce competition. Biz blogs educate customers and allow you speak to a dedicated target base about your business or product. CEOs use it to communicate with their global offices world over, engaging with thousands of employees at the same time. Blogging is personal, its frequency depends on you and allows people the option to respond to you. Rudy Karsan, Chairman and CEO of Kenexa has used it extensively. Other organisations have used it as a vehicle for addressing HR issues, media issues, brand promotions (such as the Sunsilk Gang of Girls blog), keeping in touch with customers, and so on.
Then come internal and external newsletters. Fast, inexpensive and better than most other media, e-newsletters have taken on a huge responsibility, today. It's no longer about just informing people but a whole lot about positioning, branding and saying it right. Check out www.wattsupcooperbussmann. com and you'll know what I mean. This organisation has a website just for their newsletter and is saying so much by way of this medium.
A well-made e-newsletter is easy to email, compatible with many web-based platforms, and brings customers back to your website with every click. Chances are that these customers will remain engaged on your website for a longer duration if they spot some other interesting information there. Of course, for this your website also needs to be effectively designed!
So, your newsletter goes across the globe, is easy to sustain as newsletters are produced with specific frequencies, giving you enough time to generate compelling content and whetting the appetite of your readers. Against the popular blogs, they rate well too because e-newsletters are generally mailed out to readers (push-based) against blogs that are pull-based and need the reader to come looking for them. Lastly, but most importantly, e-newsletters are sent out to email IDs, against physical newsletters that need to be posted and come back a là ‘return-to-sender' if your customer has moved!
- Article written by Sandeep Nanu, CBEYOND
It’s simple. It’s efficient. It says it all!
Print media enjoyed unparalleled status at the start of the last decade. It was the No. 1 choice of advertisers who looked at defining their Corporate/ brand image. And, why not? Being the ubiquitous medium, it was a natural choice. Publications gladly looked at increasing their reader-per-copy; and their
ad-rates too!
Then, at the turn of the present decade, the action moved to TV, with the sky having opened up to satellite TV. Suddenly, corporates wanting to target more eye-balls and deliver the message more effectively, had a plethora of channels to choose from - from a vanilla DD to the differently-flavored entertainment, news and business channels. And of, course marketing budgets rose to unseen heights.
Other popular choices, today, include media like the Radio, Outdoor and the Internet. The Radio was never the first choice of premium brands, unless the target segment was extremely specific or it was jingles for recruitment purposes. However, the outdoor media, seemed a good choice with digitization of images, giving you excellent quality to represent your brand well. But it's reach is largely local.
Coming to the Internet - largely a pull-based medium, it is difficult to grab the attention of the reader, given the space and word constraints. Impressing the mouse-click-happy reader is possible only through a well-designed website, in the absence of which, you might just end up looking like a cheesy body-shop!
And so, we're left with the print and electronic media as the two best choices for brand-building. The trend over the years, where these are concerned, has clearly been - small is beautiful. Crunching ad space, while hiking rates, suits the space providers, forcing advertisers to extract more bang per buck, or pay through their nose! And, let's face it, using ad-strips to convey your brand identity is not my way of brand-building. Is it yours?
So, where does the simple answer to your branding needs lie? It's in the simple newsletter that wins hands-down in the cost-benefit analysis. The advantages it brings to your organization are far too many to be ignored. Used as a tool, primarily to inform your clients, associates, vendors, employees, and the market in general, about everything you think they need to know, it silently builds your organization's brand, image, status, ethos, and what have you. It gives you the space to say just what you want - not anything and everything, like your website, and not incoherent snippets, like your ad-strips. Unlike the bill-boards, that are city-centric, your newsletter can travel anywhere you want it to. Digitization of images? Well, the same digitization of hoardings, makes your newsletter images look as dapper as the Saville Row suit its reader wears!
Content of your newsletter establishes your superiority over your domain and lets you woo prospective employees quietly, yet effectively. It lauds your achievements and milestones, informing the right audience about the right things. More value over the perfect reach! All this, at wonderful cost efficiency to your organization, as readers-per-copy increase!
And lastly, while exorbitant ad-budgets ensure that the biggies get their due through the press or the telly, what happens to the small and medium-scale businesses? Faced with constant challenges of growth, they are stuck in the chicken and egg problem of brand-hence-growth or growth-hence-brand. Unable to afford the big spends, they still want to brand.
- Article written by Sandeep Nanu, CBEYOND
Are you ignoring your brand ambassador?
It's surprisingly simple. Send your sales force out; arm them with a few glib lines; let them zero-in on prospects and then spill it all out to them.
There, you have it. The easiest way of destroying your brand image and ensuring that your sales pitch is thrown right out of the window.
Ruining your brand image is any day easier than building it. Of course, this is not the only way of doing it. You could also ensure long-lasting damage to your credibility and image by sending out badly-designed communication material. Such as, a casually put-together newsletter.
Not many realise, but a newsletter is as much a brand ambassador for your company, as your celebrity endorser is. What's more, this brand ambassador has more advantages than your celebrity does. It can be sent time and again. Can be left behind with the client or prospect. Can be customised to meet your requirements. And, at costs that'll surely have your finance team nodding in delight.
This journal can aid in creating brand recall for your company. Select topics that will interest your target audience. Add a bit of style, a dash of creative design, and you have ready a classy newsletter. Send it to your audience. Free. They'll certainly give it a second look. As unlike your mailer or brochure, it's offering them information, and not trying to hard-sell. Hard-sell meets with resistance and a guarded mind. But not information. Do this periodically and your audience will want to know more about the brand bringing it to them. Subtly place company information in it, and you would have surely managed to strike a chord with/leave a mark on your desired audience.
So, you've overcome the first barrier of resistance. Next, capitalise on the gain. After a few consecutive issues, when you've managed to create your brand image, your marketing executive can interact directly with the prospect. He will certainly have a more willing audience now than if he had tried forcing a sales pitch earlier. Weaving a product or service info into this conversation will hardly be difficult for your representative now.
Here's a tip. The newsletter is also useful if you want to keep in touch with your existing clients. What better way to say ‘hi,' and tell your clients you remember them? Or, to share your company's achievements and latest developments? However, the trick is to get it right. You could get your Marketing team to piece it together and mail it out. But it should have the same class and panache as a professionally-designed one. It should also be in tune with your design guidelines to link it with your corporate identity.
Moreover, since the newsletter is your company's brand ambassador, it should have as much an impact as a TV commercial or a newspaper advertisement would. Therefore, it requires the same care and thought in execution. It wouldn't do to have a badly dressed ambassador or to let clients spot flaws, would it? So, let the professionals do their work. Treat every newsletter as a marketing initiative that needs priority.
Internally too, the newsletter can help achieve goals. It can bring together employees scattered across locations, inject a sense of belonging, and increase enthusiasm. It can act as their forum to share and communicate news and thoughts. The result: improved productivity, greater contribution, hence, better sales. All in all, it implies better bottom lines.
- Article written by Sandeep Nanu, CBEYOND
New(s) Letter: An Instant Facelift
The ubiquitous newsletter if handled astutely, gives the communiqué a truthfulness and honesty that is sometimes conspicuously absent in other forms of promotion
A walking stick in hand, spectacles firmly perched on his nose, and unwavering conviction, Gandhi trudged through India’s dusty alleys to spread the message of non-violence. As his teachings gained popularity, his followers, intent on spreading his wisdom throughout the country, formulated an effective means of communication. Letters containing the Mahatma’s teachings, along with the thoughts and exhortations of other leaders were circulated, and posters pasted on walls… All to spread the word faster, to share information, to spur a movement, to rev up the spirit of a nation… and, as we know today, the objectives were achieved.
| News Letters help in PR, and can be a form of low-key yet effective advertising; it can actually be a strong branding tool for any company. |
More than half a century later, the strategy of using letters as a potent communication force has been seen making inroads into the marketing communications function of many organisations, and not without reason.
Yesteryears’ letter is today’s new-age newsletter. And with companies’ growing, myriad needs and the ever-dynamic market pulse, newsletters have acquired the flexibility of being able to serve any environment. In fact, years later, although its intent remains much the same – to communicate – the newsletter’s functions have evolved.
| The newsletter concept seems outdated to companies, which are not aware of the varied avatars that the medium takes on today. |
Earlier, the newsletter’s function in an organization was rather limited. With a slightly self-indulgent motive, it became a platform for employees to showcase their hidden talents and for the management to wish them on their birthdays, anniversaries, etc. Today, however, this largely unused and untapped medium can fulfill almost any of the emerging communication needs – internal and external – provided it is placed in the right hands. From overcoming sales issues and establishing credibility, to creating a vibrant, transparent, participatory and close-knit company atmosphere, a newsletter can do it all. This new-age letter can rightly be an extension of the HR, marketing and corporate communication functions of any organisation. “Newsletters can actually perform the different marketing tasks singularly, but in a more subtle and unobtrusive manner,” says Payal Banerjee, a PR official. “It can help in PR, can be a form of low-key, yet effective advertising; it can actually be a strong branding tool for any company. But a lot of companies are still unaware of the newsletter’s potential in the larger scheme of their organisational affairs,” she emphasizes.
Today, the ubiquitous newsletter has the clout of the Fourth Estate and, if handled astutely, gives sanctity to the written word. This gives the communiqué a truthfulness and honesty that is sometimes conspicuously absent in other forms of promotion: definitely its strongest advantage. So, why don’t most companies earmark a part of their marketing budget for the newsletter, instead of allocating excessive amounts to advertising? The reason is simple. The newsletter concept seems outdated to companies, which are not aware of the varied avatars that the medium takes on today. They still see it as a primitive communication form as compared to the rest. Also, the management finds it tedious to devote an entire team for just the creation of this journal.
Companies need newsletter specialist teams that look into each aspect of crafting the newsletter–from conceptualizing, branding, gathering content, to designing and finally, printing it. The difference lies in the thought that one puts in; and the important fact that they work as a team with the organisation’s corporate communications department. This will help the newsletter specialist to rightly gauge the pulse of the company, leaving no room for mistakes in formulating the communication. With many specialized agencies today, corporates only stand to gain by including the communiqué in their priority list. Especially since the Internet’s predominance has given the newsletter a fresh lease of life, as the e-newsletter.
Entertaining, educating, appraising, updating… it’s the company’s trusted friend, promising every marketing agenda the cutting edge. Here’s to the contemporary letter… the New(s) Letter!
- Article written by Sandeep Nanu, CBEYOND
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