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1
CLICK
DOCUMENTS
$0 Marketing
Executing on an effective marketing strategy
when you have no money or resources
Ambal Bala...
2
Marketing is too important to
be left to the marketing
department.
?
3
Marketing is too important to
be left to the marketing
department.
4
Marketing is too important to
be left to the marketing
department.
OLD BUYING JOURNEY
Awareness
Preference
Consideration
Purchase
A NEW BUYING JOURNEY
Education
(+)
(-)
Realize I
have to
change cable
box or install
satellite.
Experienced
friend’s
HDTV—...
9
$0 DOLLAR MARKETING
IS NOT
ZERO COST MARKETING
13
14
15
16
"Well, the mind of an entrepreneur is the mind of madness.
Everybody is telling you that you can't do it.―
- Serial ent...
17
18
19
20
What is the most important thing?
21
22
What is the right fit?
23
24
# 1 THINK
# 2 PURPOSE
# 3 PLAN
# 4 CUSTOMER
# 5 COMMUNITY
# 6 CONVERSATION
# 7 CONTENT
# 8 CONTINUITY
# 9 MEASURE
# 10 STE...
26
#1
Assessment
28
PURPOSE
What is the Purpose of
your Marketing?
Begin with the end in mind. - Stephen Covey
#2
29
PLAN
What is your Marketing
Plan?
A good plan is like a road map: it shows the final
destination and usually the best w...
Set specific goals
Write them down
31
VISION STRATEGY
EXECUTION
Five-Phase Plan
Unleash the
Power of <>
Network as the
Platform
SOCIAL MEDIA TACTICAL PLAN
Daily Weekly Monthly
Blog
Social Networks
Microblogging
Commenting/
Forums
Presentation
33
CUSTOMER
Who is your Customer?
"The single most important thing to remember about any
enterprise is that there are no r...
34
SEGMENT
How do you engage with
different Market
Segments?
―A market segment is a community with a shared
worldview.‖ –S...
35
36
COMMUNITY
How do you build and
interact with your
Community?
―Respect those who come to you with open ears and
foster a...
37
38
39
40
CONVERSATION
How do you enable and
engage in
Conversations?
―Conversation Marketing ensures that you know your
audience...
41
IN YOUR CONVERSATION
43
44
45
google.com/reader
46
igoogle.com
47
blogsearch.google.com
48
search.twitter.com
49
technorati.com
50
backtweets.com
51
google.com/alerts
52
53
54
55
56
57
CONTENT
What Content do you
need to create and
distribute?
―If your content is something that your customers are
willin...
58
START A BLOG
59
60
Differentiate
61
Blog as Hub?
62
Slideshare.net
63
Scribd.com or docstoc.com
64
CONTINUITY
Do you have Continuity
in your marketing?
―Finally, strategy must have continuity. It can't be
constantly re...
65
MEASURE
#9
66
STEAK & SIZZLE
Does your marketing
have both
Steak and Sizzle?
“Sell with Sizzle, Sustain with Steak.” - Erik J. Barzes...
67
Spend time on social media wisely
68
Google remembers. Act wisely.
# 1 THINK
# 2 PURPOSE
# 3 PLAN
# 4 CUSTOMER
# 5 COMMUNITY
# 6 CONVERSATION
# 7 CONTENT
# 8 CONTINUITY
# 9 MEASURE
# 10 STE...
RECOMMENDED BLOGS
Sethgodin.com
junta42.com
chrisbrogan.com
guykawasaki.com
71
72
73
74
75
76
77
GO FOR IT. GOOD LUCK.
78
www.clickdocuments.com/connectthedocs
@Ambal
@ClickDocuments
THANK you
Zero Dollar Marketing - TIE
Zero Dollar Marketing - TIE
Zero Dollar Marketing - TIE
Zero Dollar Marketing - TIE
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Zero Dollar Marketing - TIE

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Talk on Zero Dollar Marketing with Jagan Nemani

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Transcript of "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
  7. 7. 9
  8. 8. $0 DOLLAR MARKETING IS NOT ZERO COST MARKETING
  9. 9. 13
  10. 10. 14
  11. 11. 15
  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
  13. 13. 17
  14. 14. 18
  15. 15. 19
  16. 16. 20 What is the most important thing?
  17. 17. 21
  18. 18. 22 What is the right fit?
  19. 19. 23
  20. 20. 24
  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
  31. 31. 35
  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
  33. 33. 37
  34. 34. 38
  35. 35. 39
  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
  37. 37. 41
  38. 38. IN YOUR CONVERSATION
  39. 39. 43
  40. 40. 44
  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
  48. 48. 52
  49. 49. 53
  50. 50. 54
  51. 51. 55
  52. 52. 56
  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
  55. 55. 59
  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
  67. 67. 71
  68. 68. 72
  69. 69. 73
  70. 70. 74
  71. 71. 75
  72. 72. 76
  73. 73. 77 GO FOR IT. GOOD LUCK.
  74. 74. 78 www.clickdocuments.com/connectthedocs @Ambal @ClickDocuments THANK you

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