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Paul Writer - An OverviewWriter: n A person entrusted with managing a teaor coffee estate including the marketing and operationalmanagement. A trusted advisor of the estate owner.Origin: Colonial English.Paul Writer: n A trusted advisor to brandowners. PHOTO COURTESY AGUSTIN RUIZ, FLICKR
What do we do Brand & Positioning Strategy Creating a marketing plan Advisory Validating the current plan Creating a marketing calendar Optimizing allocations Plan Developing the execution eco-system Marketing org designManagement Program Managing the Marketing Plan Paul Writer hosts conferences for practitioners and senior executivesConferences with a passion for marketing. Workshops are customized for each client. Though the delivery of the workshop is usually one day pre- Training work is often required to maximize the impact of the session.
Advisory: Areas ofEngagement PREMIUM BRAND GROWTH POSITIONING •MAPPING OF THE CURRENT AND TO-BE SERVICE/PRODUCT •BROAD BASED AWARENESS OFFERINGS ARTICULATE THE VALUE CAMPAIGN THROUGH SELECT•ARTICULATE THE DISTINCTIVE PROPOSITION OF THE COMBINED MEDIA CHANNELS CUTTINGPOSITIONING ENTITY ACROSS EARNED, PAID, OWNED •CUSTOMER MINING: MEDIA•3600 COMMUNICATION PLAN TO •ACCOUNT BASED •POSITION THE COMBINED ENTITYKEY STAKEHOLDERS MARKETING & AS A GO-TO AUTHORITY ON •INTERNAL BRANDING RELATIONSHIP OUTSOURCING •CUSTOMER COMMUNICATION MANAGEMENT •ONLINE COMMUNITIES •SALES MESSAGING PROGRAM(CUSTOMERS) •SOCIAL MEDIA •INVESTOR RELATIONS •INFLUENCER RELATIONS •THINK TANK •SPEAKER BUREAU •ANALYST/SOURCING (ANALYSTS, INFLUENCERS, •AGGRESSIVE PROSPECT MINING RELATIONS ACADEMICIANS) •LEAD GENERATION AND LEAD •PARTNER MARKETING NURTURING PROGRAMS (STRATEGIC ALLIANCES) •INFLUENCER MAPPING
Advisory: The Value Proposition WHY NOT BUY SOMEONE ELSE? DIFFERENTIATORS This is the one attribute which differentiates the brand from the other firms.✤ What is the space you can own in the mind of the VALUE ADDERS – CUSTOMER BENEFITS customer? It is very difﬁcult (and expensive) to dislodge an incumbent. What differentiates your WHY BUY ME? These are benefits that your clients appreciate and which not everyone in the industry offers. offering? These would be the answer to the “Why buy me?” question. TABLE STAKES✤ Positioning begins with clear, deﬁnitive answers to Derived from a gambling term, it means the basic offering/customer benefits required to play in that industry.✤ Who am I? WHO AM I?✤ Why buy me? SATISFICERS✤ Why not buy someone else? Elements which are indispensable and without which you cannot attract clients.✤ The output of this exercise is Paul Writer’s proprietary PAUL WRITER’S BRANDING HOUSE TM Branding House✤ Do you have the better mousetrap, better cheese, or Vision Environment both? Your position can be built around core or surround branding depending on your assets and People Input Core Elements Service Output Impact Community Surround Surround strategic intent. Delivery Facilities Attributes Investor Returns Price✤ The output of this exercise is the Core-Surround Country of origin Industry Development Attribute Map 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
Advisory: Brand Premium - generating excitement about the brand✤ Identify key stakeholders relevant to communicate the newly created brand identity SAMPLE BRAND MAP✤ Construct a ‘message map’ that will govern the content of SOURCE: NO MONEY MARKETING, BY JESSIE PAUL, TATA MCGRAW-HILL, 2009 communications with each target audience. The messaging has to be unique and try to capture a superlative ie only, ﬁrst, Levers Channels Goals best •• Executive Executive • Thought + Branding Branding 1. Become the thought = Leadership✤ Deﬁne the most appropriate language and tone of voice for leader each target audience •• Pricing Pricing • Public Relations 2. Become the face of the industry •• Country of Country of • Awards 3. Pride of ownership Origin Origin✤ Prioritize the brand levers and brand channels appropriate to each set of target audience •• Sustainability Sustainability • Online Presence✤ Deﬁne the marketing outreach plan✤ Identifying the delivery network and organizational structure for marketing They really understand the pulse of consumers and give you a clear-cut idea about human behavior, which is the genesis of any successful campaign. We are very happy with the outcomes that we have been able to develop together.” Garima Sinha, Head - Marketing, Ramco Systems
Program Management:Elements of a Marketing Plan Awareness Media Relations Inﬂuencer Relations Thought Leadership Prospect Mining Online Collateral Partner Marketing Customer Mining Paul Writer came up with innovative ideas and helped us build the right marketing ecosystem with specialists for media, digital etc. Ashok Soota, Chairman, Happiest Minds
TrainingPaul Writer conducts workshops in the following areas: Positioning Strategy Brand Blueprint Digital Media for Marketing Practitioners Digital Media for Senior Executives Content Marketing Effective PR for Marketing Practitioners Executive Branding for Senior Executives Brand You Self-Actualization - a Marketing Perspective Marketing Plan Evaluation and Optimization Jessie Paul of Paul Writer conducted a well-researched training session on Social Media marketing for B2B companies at the Aegis Global Marketing Conference 2012. Sanjoy Gupta, EVP- Marketing, Aegis Global
ConferencesPaul Writer hosts conferences for practitioners and seniorexecutives with a passion for marketing. The conferences areof two types:Paul Writer Brand Properties - these include The Futurist CMOConclave and Great Indian Marketing Summit and CMORoundtable Breakfasts. Co-hosted by multiple sponsors, theseattract between 50 and 100 CMO attendees depending on theformat. Previous sponsors include IBM, Dell, Unmetric, Vdopia,Strategic Outsourcing and One97Paul Writer Co-hosts - these programs are created inassociation with a partner ﬁrm and custom-designed around aspeciﬁc objective. Previous co-hosts include IBM andStrategic Outsourcing.Jessie Paul is also a popular speaker at marketing, businessand diversity programs, both in India and abroad. The quality of attendees and speakers was fantastic. With CMOs from the best companies in the country presenting and interacting there was so much to learn. It was a pleasure to meet with peers from the industry and exchange notes. Dharini Mishra, Global Head - Group Brand Management, Suzlon
Jessie Paul is the managing director of Paul Writer, a marketingadvisory ﬁrm she founded in 2010. Previously, as Chief MarketingOfﬁcer of Wipro’s IT business, VP & Head - Marketing, iGATEGlobal, and as Global Brand Manager at Infosys, Jessie Paul hasbeen recognized for her contribution towards putting the Indian ITindustry on the global map.With over 18 years in services marketing, including a stint withOgilvy & Mather Advertising, Jessie is considered an expert inservices and B2B marketing and has been recognized as a nextgenentrepreneur.In 2009, she authored a book “No Money Marketing,” whichbecame Tata McGraw-Hill’s fastest selling professional book.Jessie has been a columnist for publications such as DeccanChronicle, Inc India, Business World and is frequently quoted as amarketing expert in publications such as Economic Times.Jessie Paul holds an MBA from Indian Institute of Management(IIM), Calcutta and earned a bachelors degree in computer science email@example.com engineering from National Institute of Technology (NIT), Trichy.Jessie’s proﬁle can also be viewed on wikipedia.com +91-98451-33198 PHOTO COURTESY POWRU, FLICKR