The ARK
Production

"Some are born great, some achieve greatness and some hire public relations officers"

- Daniel J Boorstin (American social historian and educator)

We welcome with the same refreshing attitude – fellowmen as well as foreigners. The right attitude will, after all, dictate our altitude.

The Ark of Commitment


Just like its namesake, the Ark too is a refuge of sorts – a safe haven indeed for clients to park all their marketing and brand building challenges. For the Ark’s primary goal is to deliver informed and up-to-date public relations services, which has a direct bearing on their clients’ businesses. Fuelled by superior industry knowledge, a keen grasp of the issues that influence both their clients and the customers of the latter, The Ark is committed to act as a trusted extension of their clients’ marketing departments. Besides, it is committed to providing an informal yet professional working environment that encourages and rewards creativity, insight, team work and enthusiasm. Ark’s approach to public relations is simple yet effective, with clarity of thought and honesty of expression rising above jargon and empty promise.


"Promise, large promise, is the soul of an advertisement" - Samuel Johnson

  • Futuristic Morale
  • Perfection - The Work
  • Royal Race - The People
  • Against Odds - The Challenge

Futuristic Morale

Futuristic Look


Identity emerging trends to make the future secure, make tomorrow a reality today.


Pioneering


Footprints on the moon? No, blazing a trail for footprints on Mars. Daring to go where nobody has gone before.


Dynamic


The two Cs – challenge and change – our guiding principles and that which underlines our spirit.


Trustworthy


Integrity – our biggest plus. Upholding promises and walking the talk.


Innovative


Innovation is the key – the panacea to make routine exciting. Add to this efficiency, precise understanding of the client’s needs and you are looking at a recipe for surefire success.


Competition


We drive value creation in our companies to help them achieve a competitive edge. Parallelly, we motivate our employees to be the best that they can be.


"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does" - Steuart Henderson Britt

Perfection - The Work

The ARK of Perfection - The Work


Finally, it all boils down to the sale. Going by the sales mantra, one must sell benefits, not features. Let's break it down – the sales speak that is. In sales speak, features describe the item of sale in technical terms. Advantage adheres to what features the item has to offer.


But benefits are a completely different ball game – it rests solely in the mind of the customer. So, now that we have decoded the mantra, sales should be a piece of cake, right? Perhaps not. It is simply because while features and advantages are a function of the product or service, benefits are lodged in the mind of the customer and there in lies the rub.


Let's take an open cut mine to illustrate our point. Here, the finance manager worries about the cost of the supply contract. The mining manager worries about overall costs of producing a tonne of ore. The maintenance manager worries about the cost of maintenance. The mine planning manager worries about the available time of the important equipment – draglines and electric shovels. The environment manager worries about run-off into the environment. The operator worries about not being inconvenienced by downtime and by personal discomfort and also about safety.


Naturally, it follows that selling and following up to the mining industry requires communication which targets all of these decision makers and influencers, with respective benefits included. Benefits sell products. However, the catch is that it is derived not from the product, but from the customer's environment and mindset which may change at any given moment.


Knowledge


Knowledge is power and for retailers, product knowledge can translate into more sales. To effectively sell to a customer, one must be able to demonstrate how a particular product will address a shopper's needs. Read on to learn some of the benefits of knowing the products you sell.


Strengthens communication skills


With thorough understanding of the product on the shelves, half the game is won, as retailers can fine tune the methods of presenting the product to customers. Besides, stronger communication skills will allow a salesperson to modify a sales presentation to suit a particular customer.


Boosts Enthusiasm


Another ground rule is to be completely enthusiastic about the product. And when you believe in the product, it is easy to become enthusiastic, passing on that enthusiasm and excitement to the customer, who may not have made up his mind about that particular product.


Grows Confidence


Sometimes, the difference between bagging a sale or losing one is the lack of confidence that a salesperson displays towards the product. Remedy that with complete information about the product and voila! you might just ring in a sale.


Assists in overcoming objections


Objections made by customers may be struck down with factual information regarding the product. That information usually comes in the form of product knowledge. Also, keeping an eye on competition with similar products will help to easily counter objections.


How to gain product knowledge. The six-fold path :


  • Marketing Literature
  • Sales Reps
  • Training Sessions
  • Testimonials
  • Role Playing
  • Practical Use

Important points to consider are how the product is manufactured, the value of the product, how the product should and can be used and what products work well together. What to know about your products


  • Pricing structure
  • Styles, colours or model available
  • History of the Product
  • Any special manufacturing process (for instance if it is hand made)
  • How to use the product
  • Product distribution and delivery
  • Servicing, warranty and repair information

It may take a while to easily articulate your product knowledge, especially with new products, but over time it will come naturally and that confidence in dealing with even the most challenging of queries that shoppers have, will pay off in improved sales results.


PR is a mix of Journalism, Psychology, and Lawyering — It’s an ever - changing and always interesting landscape." Ronn Torossian, 5WPR


Royal Race - The People

The ARK of Royal Race - The People


An important cog in the wheel – that’s what every member of ARK is. And he validates that point by being involved from start to finish and doing each task exceptionally well. After all, it’s the human capital that sets the foundation for each engagement, big or small.


A diverse talent pool that recognises the client’s concern and pledges to remain steadfast through its resolution. Asking questions and then some more. ARK trains its team to probe and get into problem-solving mode when need be, during interaction with clients ask exceptionally well. After all, it’s the human capital that sets the foundation for each engagement, big or small.


"PR means telling the truth and working ethically - even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity" - Viv Segal of Sefin Marketing (South Africa).

ARK AGAINST ODDS – The Challenge

Identifying a true market need


When a product meets a customer’s needs, then the sales person has to just enumerate the benefits of the product to see the sale through. Hence, tapping into the customers’ need is the key to success. However, that is easier said than done. Each culture is different and by not being exposed to it, a marketing executive can make an error in judgement.


Dilution of Brand - Name Power


Thanks to internet, movies and other forms of entertainment, brand names get tossed about everywhere. So it is possible that a 'Zandu Balm' might find recognition in a country other than India and that 'Pringles' might be stacked among the shelves with local brands. But being aware of the brand is not the same as patronising the product. Every customer worth his salt resists change and often it can be a long and expensive process to gain the trust of consumers who have used a certain product (probably a local brand) for years or even generations. The companies can be perceived as attempting to take over the position long held by other companies, causing resentment.


Cultural Nuance


Media is used to promote a product aggressively. Commercial messages normally rely on humour to capture the consumer's attention. But one has to be careful or it might boomerang badly – for what is considered funny in one culture might be starkly insulting in another. For effective advertising, it requires accurate translation of the message from one language to another. Furthermore, it requires a deep understanding of the culture, customs, morals and even religious views that govern a particular country. What motivates consumers to buy products varies from culture to culture.


Communication Style


Business scenarios are liable to change from state to state and we are not just talking about the difficulty of keeping up with a different language. In the Indian context, the pace might be hurried whereas some countries place emphasis on building relationships before a business deal is seriously considered. Strange though it may seem, a wrong (?) facial expression could sour a deal.


Distance and Time


Even with technologies such as video conferencing, executives in other countries may prefer to establish relationships on a personal level. For a smaller Indian company, this can mean a significant investment in travel costs and having key executives out of the office for extended periods. Another downside is that time zone differences can make it tough to coordiante projects where collaboration is required.


"With no ads, who would pay for the media? The good fairy" - Samuel Thurm