Logical Marketing

First week of April 2015, I was seriously checking Facebook on my mobile for all the wishes on my birthday. While I was in a blessed mood by looking at all birthday wishes, What diverted all my attention was, a post by a person who has significant influence on my life. A post by Mr. Alok Kejriwal on hoarding by Housing Com

The post  : 

There are 2 LARGE hoardings of "Housing com" next 2 my building (Peddar road) barely 10 feet away from each other. They both are north (evening traffic) facing. So, I'm wondering: Does the Marketing Head of Housing understand the concepts of OTS & FCAP? OTS - opportunity to See. I see one hoarding already, so why another one just next to it? If at all, one could have faced morning traffic and the other evening traffic? FCAP - Frequency Capping. "Assume" that housing com is my GOD whom I SHOULD remember as often as possible, the hoarding should be placed at a distance where my mind just forget the last hoarding and BOOM I get reminded again?!? At least 1 km away? These 2 hoardings DEFY THE M OF MEDIA PLANNING? Errrr... Can someone educated explain? After the posts there has been tons of exchange of comments, like, dislikes by public and words like Dumb and non sense also used by the CEO of Housing. Com The whole episode reminded me some of my past experiences of similar stuff. In 2011 , I had brought to the notice of a  pizza outlet at Outer Ring Road (ORR), Bangalore named XXXXX about how their marketing people work. The pizza outlet given some 1000 oil paper printed high quality leaflets containing some offers, to distribute at nearby apartments at ORR. The sales guys or whoso ever employed by the outlet just threw 100 leaflets at each house in a minutes time and reported at the outlet in the evening that they have done their work. I was a regular visitor of that Pizza outlet, the very next day I went to the outlet with 100 leaflets which was given at my house and shown to the manager how they do marketing and what kind of results they can expect. Coming to XXXXX Ltd, Corporate Office sent very well printed with sticker gum on the back big size poster for Jewel Loan, this was sent almost 6 months ago by marketing team. I had to chase many times with my local sales team for sending the posters to all branches for putting up in market, the posters were lying at the branch for quite some time. Finally one day most of the posters were not there, to my surprise I realized later that those posters kept at a Sales Counselors home who stays near to our office. Again I had to follow up and review. Then I was told all the posters sent to all branches and put up at all important places. During my visit to all these markets, I could see only a few. Later on along with my some Sales Officer I had to put posters at all the important places. We get best of best design, print and distribute to markets. However unless we ensure those materials are used fully, we will not get the results. During earlier days of my career, whenever I had the plan to distribute leaflets through newspaper vendors. I used to go early morning to news paper vendor and stay there till the time he inserts all leaflets in each and every news paper. If no one there , then you will definitely find 10 leaflets in one news paper. We have also a problem with many organisations, who have designated people as Marketing Managers, whereas practically they do logistic coordination job. They get the design done by vendor, print the collateral through vendor and distribute materials to market/branches through vendors, then their job is over. Whatever marketing collateral we prepare, one of the key point should be how fast it gives message to the onlooker in seconds about the product (We can not expect someone to stand for hours, read for sometime and understand). Second how it is aligned as per the culture/maturity of the market (I have seen people distributing leaflets printed in English, whereas 80% of the target were tribal/illiterate). Third execution of this is vital, otherwise there is no point on spending huge budget on marketing (Lying thousands of marketing collateral at store room for months and years or using several posters/hoarding at one place). Fourth marketing should be more of leveraging creativity than helping media companies to make profits (like Zara and Red Bulls).