Stepping out of Lockdown as a Best-Selling Author: Arvin Subramanian
Lockdown has had a huge impact on all our lives, but digital marketer Arvin Subramanian has used it to his advantage to become a best-selling author with his book – Get Vocal for Local!
Through his book, “Get VOCAL for LOCAL”, Arvin offers solutions pertaining to digital marketing and content development to brands, marketers as per the need of the hour – Getting Local!
Digital Marketer Arvin Subramanian released his first book “Get VOCAL for LOCAL”, this Wednesday. The book revolves
around how brands should localize their digital content to reach regional
audience. The book analyses online consumption patterns of regional users and
offers corresponding strategies to win them over. The solutions provided in the
book come in handy for brands who look to go local!
Speaking about his journey of writing the book, Arvin says, “With Lockdown, there was a dull phase. Not much was happening and it became frustrating over a point of time. That’s when I started to focus on building my personal brand. Writing a Book is usually a long, time consuming process. But the lockdown situation, helped me focus and Fastrack that process”.
Arvin didn’t stop with just releasing his book, but also made it the Number 1 Best Seller, by marketing it effectively. However, it comes as no surprise, as the book itself is about digital marketing strategies. About the efforts to make his book, ‘the Best Seller’ – Arvin says, “The secret lies in the research. The Book deals with a very niche subject. The selection of the subject went like this: Marketing – Digital Marketing – Regional Digital Marketing – Regional Digital Content Marketing. This is an unexplored territory. Thus, the positioning of the book, played a huge role in winning over the audience.”
Apart from the positioning, Arvin also came up with multiple video teasers about the chapters and also indulged in influencer marketing. About his marketing strategy, Arvin says, “The idea was to cater directly to the target audience. I had taken guest lectures, pre-release seminars and fire side chat sessions to media management students. The video bytes from such sessions helped me to put various teasers about the chapters”. He has also put out the first two chapters as ‘Free to read’ for potential buyers, to have a sneak peak of the book.
About the theme of the book – Arvin considers getting local is a critical step in today’s scenario. With new users from regional, rural markets joining internet on a daily basis, it is important that a brand communicates to them in a relevant manner. Through his book, Get VOCAL for LOCAL, he offers practical solutions pertaining to digital marketing and content development to brands as per this need of the hour.
He concludes “Earlier brands could work out a central strategy, that could be implemented across all regions. But with today’s internet scenario, it is necessary that it communicates in the language and the style that would suit the regional audience. Only then brand communications can be successful”.