nasscom emergeout frugal marketing
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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
Thursday 29 April 2010
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
Thursday 29 April 2010
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
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 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
Thursday 29 April 2010
5. Go Online
Other Websites
Updates through RSS,
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
Thursday 29 April 2010