Nasscom Emergeout Frugal Marketing

No Money Marketing From Upstart to Big Brand on a Frugal Budget Jessie Paul, Managing Director, Paul Writer Strategic Services 30 April 2010 Thursday 29 April 2010

Because the purpose of business is to create a customer, the business enterprise has two -and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. - Peter Drucker Pull vs Push Can marketing make sales redundant? Can it increase your prices? Thursday 29 April 2010

Marketing Strategy Basics Discovery Position Expression Action Where are we How do we Creating and Sustaining and today? want to be delivering our measuring our Marketing should be responsible for: ! Baseline current perceived? brand promise brand presence Perceptions ! Based on ! Articulating the over time (A) relevance of product offerings vis-a- through brand company manifestations ! Go to market vis market realities and competition audit vision, brand of the attributes strategy ! Current state of attributes (B) alignment of external outreach with ! Identifying the ! Translating this to client mining ! Identifying a channels for each identified company’s life-cycle and business goals ! Map the di!erentiated communicating segment, as a competition position to stakeholders marketing plan & (C) optimization, prioritization, and calendar landscape/ ! Defining our metrics alignment of each aspect of mindscape priorities – ! Auditing & external outreach & stakeholder ! Strategic Intent o!erings, Calibrating of the CEO customers, against identified communication regions, metrics industries (D) Reducing friction to sales The Writer’s Way: Paul Writer’s Approach to Marketing Strategy Thursday 29 April 2010

Positioning - Mousetrap or Cheese? 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 Corporate Core Governance Elements that are directly related to service performance Service Delivery Quality Business Process Benefits Paul Writer’s Core-Surround Attribute Map TM Thursday 29 April 2010

5 Tips for Frugal Marketing 1 2 3 4 5 Create Your Deﬁne your Own the Eco- Own Insights vs Audience Go Online system Marketing Information Narrowly Channels Thursday 29 April 2010

1. Think Narrow ✤ This allows you to operate without mass media ✤ Enables focused offerings ✤ One-to-one communication is possible ✤ You can own a superlative - ﬁrst/ largest/only - in a smaller space Thursday 29 April 2010

2. Own the Eco-system Thursday 29 April 2010

3. Create your own channels ✤ Customize mass-media eg “power-jackets”, IP targeting ✤ Negotiate your own packages ✤ “Mall-and-mainstreet” approach to online media ✤ Create your own customer community ✤ Executive Branding, Speaker Bureau ✤ Institute an award Thursday 29 April 2010

4. Insights, not information ✤ Information is cheap, insight is rare 14, 637 India-Pakistan connections in the past 24h ✤ The cardinal sin in today’s 8,845 Israel-Palestine connections in the past 24h world is to be boring ✤ Do innovative stuff and you will get a disproportionate share of buzz ✤ Thought Leadership Source: Facebook.com, accessed on 19 Mar 2009 Thursday 29 April 2010

5. Go Online ✤ Is your target audience using Virtual Worlds online? Which channels? Other Networking Websites Forums Primary Web How often do you track your Presence ✤ Search Online Engines Updates Promotions through Social online activities? RSS, Twitter Networking Multimedia Sharing Portals ✤ Social media is personal Offline Promotion ✤ Use a hub-and-spoke strategy Online Roadmap Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009 Thursday 29 April 2010

Nasscom Emergeout Frugal Marketing

by Paul Writer on May 06, 2010

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Nasscom Emergeout Frugal Marketing — Presentation Transcript