Jessie Paul on Frugal Marketing at INC GrowCo

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Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011. …

Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011.
Structured approach to building a frugal brand plan spanning legacy and new media.

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  • 1. Frugal Branding Jessie Paul CEO, Paul WriterWednesday 29 June 2011
  • 2. About Us ! Paul Writer is an advisory firm that helps define your marketing, Paul Writer is founded by Jessie Paul, branding and communications strategy. considered an expert in brand ! We provide frameworks, processes, expert support, and creative internationalization and frugal insights to enable you to translate who you are into a cohesive marketing. In 2009, Jessie published No marketing plan. Money Marketing, Tata McGraw-Hill’s fastest selling professional book on ! Paul Writer brings expertise on marketing innovations across the marketing. spectrum of offline and online to reposition and communicate brand values in a frugal, yet effective manner. As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at ! Services offered are Infosys, she has been recognized for her ! Marketing Strategy Design contribution towards putting the Indian ! Validation & Advisory Services IT industry on the global map. With over 15 years in services marketing, ! Our clients include: including a stint with Ogilvy & Mather, ! Ramco Systems Jessie has been named one of the most ! Aujas Networks influential business women in India. She ! Allied Digital Services Ltd. runs a popular blog on marketing andWednesday 29 June 2011 was India’s first CMO on Twitter. ! Venkataramanan Associates
  • 3. How can customers find you? Marketing is about Pull, not Push Image: Bill Ward via FlickrWednesday 29 June 2011
  • 4. The Marketing Process Discovery Position Expression Action Where are we How do we Creating and Sustaining and today? want to be delivering our measuring our ! Baseline current perceived? brand promise brand presence Perceptions ! Based on ! Articulating the over time through brand company manifestations ! Go to market audit vision, brand of the attributes strategy ! Current state of attributes ! Identifying the ! Translating this to client mining ! Identifying a channels for each identified ! Map the di!erentiated communicating segment, as a competition position to stakeholders marketing plan & landscape/ ! Defining our calendar mindscape priorities – ! Auditing & ! Strategic Intent o!erings, Calibrating of the CEO customers, against identified regions, metrics industries The Writer’s Way: Paul Writer’s Approach to MarketingWednesday 29 June 2011
  • 5. Defining Your Brand SYMBOLS HEROES RITUALS VALUES PRACTICESSOURCE: GEERT HOFSTEDEFriday 3 December 2010Wednesday 29 June 2011
  • 6. Elements of a marketing plan 1 2 3 4 5 6 7 8 9 MEDIA INFLUENCER CUSTOMER THOUGHT PROSPECT PARTNER AWARENESS COLLATERAL DIGITAL RELATIONS RELATIONS MINING LEADERSHIP MINING MARKETINGWednesday 29 June 2011
  • 7. Go-to-market strategy AWARENESS EVENTS, AWARDS, COMMUNITY (ONLINE+OFFLINE) MEDIA QUOTES IN INDUSTRY STORIES, PROFILES, OP-ED, BLOGS INFLUENCER HAVE A SHORTLIST OF 3 DREAM JOBS/FIRMS. MEET POTENTIAL JOB-GIVERS THERE. RELATIONS CREATE A CAREER ADVISORY PANEL OF MENTORS THOUGHT PERSONAL BLOG, LEADERSHIP ROLE IN INDUSTRY ASSOCIATIONS, ARTICLES ON LEADERSHIP COMPANY SITE/NEWSLETTER, BOOK, CITATIONS LINKEDIN PROFILE 100% COMPLETE, PDF RESUME, PROFESSIONAL PHOTO, WEBSITE, COLLATERAL YOUTUBE VIDEO, SLIDESHARE DECKS ONLINE CRISP - COHERENT, RELEVANT, INTERACTIVE, SIMPLE, PERVASIVEFriday 3 December 2010Wednesday 29 June 2011
  • 8. What does success look like? Acknowledged expert in that field Known by name not by org title Personal reputation = > company reputationday 3 December June 2011 Wednesday 29 2010
  • 9. Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English. Paul Writer: n A trusted advisor to brand owners. West African symbol or adinkra for “help me and let me help you” Thank You jessie@paulwriter.com 312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009. Please visit www.nomoneymarketing.org for more information All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission Photo Courtesy Powru, FlickrWednesday 29 June 2011