www.nomoneymarketing.org
Frugal Marketing
Jessie Paul
http://www.flickr.com/photos/alancleaver/
1
Wednesday 16 September 2009 1

www.nomoneymarketing.org
When is frugal marketing required?
Upstart brands
take on brands
that are larger,
Mature Champions
high
Relative Marketshare
more established
than themselves
1. New business
model
challengers
Laggards Challengers
low
2. Old model, new
market
challengers
low high
Relative Growth Rate
Wednesday 16 September 2009 2

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Cheese or Mousetrap? Core or
Surround?
SURROUND CORE
Vision Country of Delivery
People origin Process
Delivery Executive
Quality
Facilities Management
Corporate Business
Price Benefits
Governance
Photo Credit: Rennett Stowe
Wednesday 16 September 2009 3

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Core vs Surround Branding
Vision Environment
People Input Core Output Community
Elements Service Impact
Surround
Surround
Delivery Facilities Attributes Investor
Returns
Price
Country of origin Industry
Development
Executive
Management
No Money Marketing, Jessie Paul, Tata McGraw-Hill
Corporate Core
Governance
Elements that are directly related to service performance
Service Delivery Quality Business
Process Benefits
Wednesday 16 September 2009 4

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WHY NOT BUY DIFFERENTIATORS
SOMEONE ELSE?
Business Optimization thro business
analytics & domain knowledge
VALUE ADDERS – CUSTOMER BENEFITS
Reliability
WHY BUY Cost savings
ME?
Increased efficiency/ speed
Ability to identify &/ capture new business opportunities
TABLE STAKES
•Framework/
Infrastructure: People: Methodologies:
•Telecom •Domain experts • For process
• Facilities •Process experts optimization
WHO AM I? • Process
management
•Process quality
SATISFICERS
Physical & Data Security, Infrastructure
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Flat World Trends
1. Digitization, Globalization: People are buying things
they cannot see
2. The world is interconnected: Everyone is a
journalist, opinion-maker and salesperson!
3. Advertising is free: But getting it is hard work
4. The market is very small: You have a target audience
of one
Wednesday 16 September 2009 6

www.nomoneymarketing.org
Flat World Trends
1. Digitization, Globalization: People are buying things
they cannot see
2. The world is interconnected: Everyone is a
journalist, opinion-maker and salesperson!
3. Advertising is free: But getting it is hard work
4. The market is very small: You have a target audience
of one
Wednesday 16 September 2009 6

www.nomoneymarketing.org
Marketing changes in the Flat World
Flat World Old World
Communication Free At cost
Opt-in Opt out
Instantaneous Lag
2-way, interactive One way
Information Free At cost
Easily accessible Access controlled
Customers Interconnected Individuals
Location-independent Location-specific
No Money Marketing, Jessie Paul, Tata McGraw-Hill
Wednesday 16 September 2009 7

www.nomoneymarketing.org
Own your eco-system
Government
Analysts Friends &
Family
Employees
Other
Customers
Journalists
Decision Maker Salesperson
Consumer
Reports
Industry
Consulting Associations
Firms
Expert
Sourcing
Users
Advisors
Internet
Academics
Pundits
Wednesday 16 September 2009 8

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Leveraging resources for smart
branding
• Executive Branding
Channels
Levers
Thought Leadership
• Pricing PR
• Country of Origin Awards
• Sustainability Online presence
Wednesday 16 September 2009 9

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Create a brand
Executive Branding blueprint
MySpace
MyBo LinkedIn Stars are
created, not
born
Barack Obama
Twitter Facebook Be accessible
YouTube
Have a point of
view
Be everywhere
Photo Credit Jurvetson
Wednesday 16 September 2009 10

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Price as a differentiator
Pricing is about perceived
value
Use Extreme Pricing –
Either Low-cost or
Premium
Consumers associate
high prices with high
quality
Pricing depends on ability
to experiment
Reproduced from No Money Marketing
Wednesday 16 September 2009 11

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Country of Origin
You can CHOOSE your home
country
Does your “home” add value
or detract?
Have you invested in
relationships at home?
How much of national flavour
is differentiating and not
overbearing?
Wednesday 16 September 2009 12

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Sustainability
Employees Customers
All other things being
equal, consumers would
Waste Water prefer a “green” offering
WIPRO
Regulations will drive
greener practices
Energy Bio-diversity
Community Partners
Suppliers
Wednesday 16 September 2009 13

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Thought Leadership
Useful Door-opener Reassurance Current Information on Allows an
information on to have a non- that their developments how the latest intellectual
latest trends sales business organization is that can trends can dialogue on
and how it discussion on the trigger benefit their recent
affects them with a cutting-edge exclusive business developments
prospect stories
Expert
Salesperson Employees Journalists Customers Analysts
Users
Thought
Leadership
Wednesday 16 September 2009 14

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PR
Information is cheap.
Insight is rare.
Be contrarian
Be different in the context
Use controversies
Swiss Spaghetti Harvest
BBC Panorama, April 1, 1957 Personal touch
Wednesday 16 September 2009 15

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Awards
Awards add credibility
Win awards
Give awards
Wednesday 16 September 2009 16

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Online Media
Everyone can be a
Second Life
broadcaster. Free.
www.wipro.com LinkedIn Build a hub-and-spoke model
Wipro You can’t always “own”. Rent.
Co-branded
Twitter
portal Instant responses.
YouTube
Everyone can have an opinion.
Trust is the differentiator.
Wednesday 16 September 2009 17

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5 Tips for Frugal Marketing
1 2 3 4 5
Define Create
Own the
your Your Own Insights vs
Eco- Go Online
Audience Marketing Information
system
Narrowly Channels
Wednesday 16 September 2009 18

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www.nomoneymarketing.
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www.jessiepaul.com
www.twitter.com/
jessie_paul
Wednesday 16 September 2009 19