The document discusses marketing strategies and provides an overview of marketing at INK Business Media. It defines guerrilla marketing and notes key elements of modern marketing include surprise, creativity, aggression, mobility, purpose, flexibility, and targeting audiences. The document then outlines INK Business Media's marketing organizational structure and lists upcoming marketing projects. It describes the roles and responsibilities of event marketers, including creating marketing plans, partnering with media outlets, and producing collateral like brochures and emails. A sample marketing plan timeline is also included.

1. Marketing

2. Traditional Marketing
Product >> Promotion >> Price >> Place
Errrr….we are not in a MBA Marketing Class…

3. Traditional Marketing
Guerilla Marketing…
Unconventional Marketing in
which small group of believers
uses tactics to spread a message,
support a cause or
promote a brand.
Not Interested!

4. What’s up with Marketing Now-a-days!

5. What’s up with Marketing Now-a-days!

6. What’s up with Marketing Now-a-days!
Key elements:
Surprise = Attention grabbing
Creative = Memorable
Aggressive = Strong Impression
Mobility = Easy to replicate and repeat
Purpose = inspiring & persuasive
Flexible = adaptable to situation
Targeted = resonate with audience
Varied weapons = variety of tools
Engage others = recruit

7. What’s up with Marketing Now-a-days!
My definition of Marketing: It’s all about being different, being
innovative…being extraordinary.
All in the earlier slide was CCP
Marketing Objectives:
- Find out number of ways how you reach to your TG.
- Reach out to the them.
- Grab attention through your creative marketing collateral.
- Give complete details about the product and get them engaged.
- Generate their interest/enquires.
- In the end, they must register as delegate/sponsor.
Generating REVENUE (directly or indirectly) should be the final
GOAL.

8. Marketing
@ INK Business Media

9. Marketing @ INK Business Media
Organizational Chart

10. Marketing @ INK Business Media
Organizational Chart
Jayesh Kanaskar
Head Marketing
Creative & Design
Parag Vyas
Nadeem Rahmani
Rohit Dhodia
Atul Dubey
Darshini Parikh
Database
Archana Durgude
Urvashi Dhodia
Events Marketing
Mradul Verma
Online Marketing
Krunal Parikh

11.  Exhibitors Knowledge Forum, South Tour
 Strategic Talent Acquisition & Retention 2010-11 (ERA)
 Indian Private Investor Conference 2010 (IPIC)
Ongoing Projects Marketing
Upcoming Projects Marketing
 National Association of Realtors Conference
 National SME Summit/Congress
 CM Conclave
 NATCON, New Delhi
 NATCON, Singapore
 And many more…

12.  Conference/Events Marketing starts ideally 3-4 months before
the event dates.
Marketing @ INK Business Media
Roles & Responsibilities
 Research and knowledge of the event subject and targeted
industry/vertical is must for the marketer.
 Prospect media partners are identified.
 Approaching industry publications/online media & industry
associations.
 Understanding/arrangement is freezed in the form of a MoU.
 After MoU signing, marketing activities start by creating a marketing plan
which is shared with all the concerned depts. for their knowledge.

13.  Publication adverts, website banners, email campaigns etc.
Marketing @ INK Business Media
Roles & Responsibilities
 Apart from marketing through media partners there are
number of inbound marketing activities that are carried out by
a marketer.
 Like event brochure, it’s website, weekly or fortnightly
emailers etc.
 Close to the event dates marketing collateral is prepared by the design team. Eg. Event backdrop, standee, sponsor panels,
program workbook or conference guide, delegate feedback forms, badges, lanyards etc.
 Once the event is executed, post show report is prepared by
the marketing for sharing the event success and for reference.

14. Marketing @ INK Business Media
Roles & Responsibilities
 And of course we shall use the social media marketing…
which is still not very actively considered in the industry
especially when it comes to corporate or B2B events.

15. Marketing Plan Sample
Media
Partner
Marketing
Activities
Artwork
Deadline
Status
Outlook Business Full Page Advt. 24th
July 2010 Advt Published
Full Page Advt. 24th
August 2010
Banner Ad
(400x250)
20th
July 2010 Live on website
Email Campaign-1 24th
July 2010 Done
Email Campaign-2 24th
August 2010
Pre Event Editorial 12th
August 2010
Post Event
Advertorial
26th
August 2010

16. Thank You!
Jayesh Kanaskar - Head Marketing
INK Business Media Pvt. Ltd.