frugal marketing - presentation by jessie paul, ceo, paul writer

30 April 2010

No Money MarketingFrom Upstart to Big Brand on a Frugal Budget

Jessie Paul, Managing Director, Paul Writer Strategic Services

Thursday 29 April 2010

Pull vs Push

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

Can marketing make sales redundant? Can it increase your prices? Thursday 29 April 2010

Marketing Strategy Basics

Marketing should be responsible for:(A) relevance of product offerings vis-a-vis market realities and competition (B) alignment of external outreach with company’s life-cycle and business goals(C) optimization, prioritization, and metrics alignment of each aspect of external outreach & stakeholder communication(D) Reducing friction to sales

Where are we today?! Baseline current

Perceptions through brand audit

! Current state of client mining

! Map the competition landscape/ mindscape

! Strategic Intent of the CEO

Discovery Position Expression Action

How do wewant to beperceived?! Based on

company vision, brand attributes

! Identifying a di!erentiated position

! Defining our priorities – o!erings, customers, regions, industries

Creating anddelivering ourbrand promise! Articulating the

manifestations of the attributes

! Identifying the channels for communicating to stakeholders

Sustaining andmeasuring ourbrand presenceover time! Go to market

strategy

! Translating this to each identified segment, as a marketing plan & calendar

! Auditing & Calibrating against identified metrics

The Writer’s Way: Paul Writer’s Approach to Marketing Strategy


Positioning - Mousetrap or Cheese?

Paul Writer’s Core-Surround Attribute Map TM

Input Elements

Core Service Attributes

Output Impact

People

Elements that are directly related to service performance

Service Delivery Process

Delivery Facilities

Price

Country of origin

Executive Management

Vision

Corporate Governance

Environment

Community

Investor Returns

Business Benefits

Industry Development

Surround

Surround

Core

Quality


5 Tips for Frugal Marketing

Create Your Own

Marketing Channels

Insights vs Information Go OnlineOwn the Eco-

system

Define your Audience Narrowly

1 2 3 4 5


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


2. Own the Eco-system


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 awardThursday 29 April 2010

4. Insights, not information✤ Information is cheap, insight is

rare

✤ The cardinal sin in today’s world is to be boring

✤ Do innovative stuff and you will get a disproportionate share of buzz

✤ Thought Leadership

14, 637 India-Pakistan connections in the past 24h

8,845 Israel-Palestine connections in the past 24h

Source: Facebook.com, accessed on 19 Mar 2009


5. Go Online

Other Websites

Updates through RSS,

Twitter

Multimedia Sharing Portals

Social Networking

NetworkingForums

Virtual Worlds

Primary Web Presence

Search Engines

Offline Promotion

Online Promotions

Online RoadmapSource: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009

✤ Is your target audience using online? Which channels?

✤ How often do you track your online activities?

✤ Social media is personal

✤ Use a hub-and-spoke strategy
