Zero Dollar Marketing - TIE

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Talk on Zero Dollar Marketing with Jagan Nemani

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Zero Dollar Marketing - TIE

  1. 1. 1 CLICK DOCUMENTS $0 Marketing Executing on an effective marketing strategy when you have no money or resources Ambal Balakrishnan
  2. 2. 2 Marketing is too important to be left to the marketing department. ?
  3. 3. 3 Marketing is too important to be left to the marketing department.
  4. 4. 4 Marketing is too important to be left to the marketing department.
  5. 5. OLD BUYING JOURNEY Awareness Preference Consideration Purchase
  6. 6. A NEW BUYING JOURNEY Education (+) (-) Realize I have to change cable box or install satellite. Experienced friend’s HDTV— altered my viewing reality Can’t figure out what size screen is right for me. What’s too big? Compare competitive product features and prices. Hear a lot of opinions about Plasma vs. LCD. Hear about how affordable HDTVs have become. Conduct more research to understand different features. Read customer reviews of online vendors. Track delivery. Very heavy. Install myself. Receive technophile magazine with new gadgets coming out. Purchase. Consider taxes, shipping, warranty and servicing. New box installed. Evaluation Purchase Loyalty Review product specs. Try product at retail store. Choose vendor— feel uncertain. Receive HDTV. Not sure how to ensure I get the best picture quality. Learn about digital programming and availability of HD channels. Perhaps satellite is better? Discover it will enhance my gaming experience. See offer for free satellite equipment at point of sale— not sure what to do. Image doesn’t look great. = potential barriers for cable retention Identify relevant features & products for my needs. Narrow down systems and search online for best prices. Read product reviews and customer reviews. Read product reviews
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  8. 8. $0 DOLLAR MARKETING IS NOT ZERO COST MARKETING
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  12. 12. 16 "Well, the mind of an entrepreneur is the mind of madness. Everybody is telling you that you can't do it.― - Serial entrepreneur Andy Nulman
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  16. 16. 20 What is the most important thing?
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  18. 18. 22 What is the right fit?
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  21. 21. # 1 THINK # 2 PURPOSE # 3 PLAN # 4 CUSTOMER # 5 COMMUNITY # 6 CONVERSATION # 7 CONTENT # 8 CONTINUITY # 9 MEASURE # 10 STEAK & SIZZLE
  22. 22. 26 #1
  23. 23. Assessment
  24. 24. 28 PURPOSE What is the Purpose of your Marketing? Begin with the end in mind. - Stephen Covey #2
  25. 25. 29 PLAN What is your Marketing Plan? A good plan is like a road map: it shows the final destination and usually the best way to get there. - H. Stanely Judd #3
  26. 26. Set specific goals Write them down
  27. 27. 31 VISION STRATEGY EXECUTION Five-Phase Plan Unleash the Power of <> Network as the Platform
  28. 28. SOCIAL MEDIA TACTICAL PLAN Daily Weekly Monthly Blog Social Networks Microblogging Commenting/ Forums Presentation
  29. 29. 33 CUSTOMER Who is your Customer? "The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer." Peter Drucker #4
  30. 30. 34 SEGMENT How do you engage with different Market Segments? ―A market segment is a community with a shared worldview.‖ –Seth Godin
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  32. 32. 36 COMMUNITY How do you build and interact with your Community? ―Respect those who come to you with open ears and foster a sense of community.‖ — P.T. Sudo #5
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  36. 36. 40 CONVERSATION How do you enable and engage in Conversations? ―Conversation Marketing ensures that you know your audience, target them with an appropriate message, and then observe their response and adjust that message accordingly.‖ – Ian Lurie #6
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  38. 38. IN YOUR CONVERSATION
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  41. 41. 45 google.com/reader
  42. 42. 46 igoogle.com
  43. 43. 47 blogsearch.google.com
  44. 44. 48 search.twitter.com
  45. 45. 49 technorati.com
  46. 46. 50 backtweets.com
  47. 47. 51 google.com/alerts
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  53. 53. 57 CONTENT What Content do you need to create and distribute? ―If your content is something that your customers are willing to share, you've unlocked the secret of engagement.‖ – Joe Pulizzi #7
  54. 54. 58 START A BLOG
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  56. 56. 60 Differentiate
  57. 57. 61 Blog as Hub?
  58. 58. 62 Slideshare.net
  59. 59. 63 Scribd.com or docstoc.com
  60. 60. 64 CONTINUITY Do you have Continuity in your marketing? ―Finally, strategy must have continuity. It can't be constantly reinvented.‖ –Michael Porter #8
  61. 61. 65 MEASURE #9
  62. 62. 66 STEAK & SIZZLE Does your marketing have both Steak and Sizzle? “Sell with Sizzle, Sustain with Steak.” - Erik J. Barzeski #10
  63. 63. 67 Spend time on social media wisely
  64. 64. 68 Google remembers. Act wisely.
  65. 65. # 1 THINK # 2 PURPOSE # 3 PLAN # 4 CUSTOMER # 5 COMMUNITY # 6 CONVERSATION # 7 CONTENT # 8 CONTINUITY # 9 MEASURE # 10 STEAK & SIZZLE
  66. 66. RECOMMENDED BLOGS Sethgodin.com junta42.com chrisbrogan.com guykawasaki.com
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  73. 73. 77 GO FOR IT. GOOD LUCK.
  74. 74. 78 www.clickdocuments.com/connectthedocs @Ambal @ClickDocuments THANK you

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