TiEcon Delhi 2013 - 5 Myths on Startup Marketing by Punit Modhgil
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TiEcon Delhi 2013 - 5 Myths on Startup Marketing by Punit Modhgil

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TiEcon Delhi 2013 - 5 Myths on Startup Marketing by Punit Modhgil TiEcon Delhi 2013 - 5 Myths on Startup Marketing by Punit Modhgil Presentation Transcript

  • Punit Modhgil #TiEconDelhi Some ideas on marketing for India Startups October 4, 2013 @modhgil
  • Let’s unlearn…. • “Spray and Pray” • “Build it and they will come” • “Brand Loyalty is about getting customers to buy more of what I produce” • “I have more information as a marketer..” @modhgil
  • Let’s unlearn…. • “Spray and Pray” • “Build it and they will come” • “Brand Loyalty is about getting customers to buy more of what I produce” • “I have more information as a marketer..” @modhgil
  • Marketing? “Business has only two basic functionsmarketing and innovation.” Peter Drucker “Marketing is the way your people answer the phone, the typesetting on your bills, and your returns policy” Seth Godin @modhgil
  • WTF or So What? Attract Engage  Convert Share HIGH Signal to Noise Ratio “The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.” “Word of mouth (earned media) trumps paid media; Word of mouth or earned media is not limited by your marketing budget” @modhgil
  • Authenticity Story Experience Technology @modhgil
  • First, create your elbow space • Zara hatke: What’s your story? Build a story around your idea • Brands is not about advertising, it’s about a story first • Create a niche, ignored by giants, big enough for you – “A product for everyone rarely reaches anyone” – Seth Godin – Become a verb! • Expand the niche and grow with it Authenticity – Volume (efficiency) player vs. Value player • Buzz: Voice of the customer: word of mouth (WOM) rules as No. 1 • Hire a PR agency before you hire an advertising agency @modhgil
  • Your customer pays twice.. It’s about the experience (needs=commodity=price vs. wants=emotional=value) •Predictable – Consistent each time every time-online or off-line •Periodic – Every month, builds anticipation •Participative – Engaging, conversations and not a monologue: crowdsource •Permission driven – Customer has the control •Professional – Design, delivery, image @modhgil Experience
  • 5 things that do work • • • • • Predictability + Periodicity leads to Trust Exclusivity + Scarcity fuels Demand; WOM? Marketing that can’t be measured is ‘Waste’ Inbound-Pull Marketing is more critical Long haul, marathon no short term stunts in Brand Building @modhgil
  • How can technology help? Technology can help you amplify your story and deliver your experience: •Acquire new customers: digital marketing •Spreading the word: digital marketing •Delivering the experience: customer relationship marketing or crm •Professional image: desktop software++ •Customer insights and marketing efficacy: business intelligence @modhgil Technology
  • 5 to dos • • • • • Create Listening Posts Tell Stories; it’s what others will say about you A/B, Measure Everything No Big Bang. Take Baby Steps Partner, Partner, Partner with like minded people; seek help but craft your own path @modhgil
  • Happy Journey. Let’s continue our conversation.. Punit Modhgil www.linkedin.com/in/punitm