Market like a Multi-Million$ Company on a
Dollar a Day!
Reema Sarin
Brand Management, Marketing and
Corporate Communications Expert

» Marketing Mix & Approach
» Industry Partner Program
» Analyst/Advisory Relations
» Strategic Relationship Marketing
» Web Marketing
» Blogging
» Public Relations
» Events/Speaking Opportunities
» Awards
» CSR
» Re-branding – A Successful Case Study
What are we going to talk about!

» A well crafted Marketing Plan focuses on
effective ‘brand positioning’ which has the
following three primary components –
» It should define your:
» Target Market – locally, regionally, globally
» Business focus – industry segment (s)
» Key value propositions or USP

Positioning is Key!

» Marketing mix is a combination of
marketing tools that are used to
satisfy customers and company
objectives, controlled by the 4 Ps -
Product, Price, Place and Promise.
» All elements of sales and marketing
must work in perfect unison so that
the prospective consumer is being
sent that ‘One Unified message’.
» 5 essential components of the
marketing mix are: Fit,Value,
Uniqueness, Sustainability,
Credibility
Marketing Mix

Industry Partner Program
‘Build an Industry Partner program that generates long term profitable revenue globally.
It should enable your company to enter into new markets with service offerings core to
your business strategy’

‘Make Analyst and Advisory Relations a strategic tool in developing your brand globally. It
is useful in creating new business opportunities, reaching out to prospects and supporting
existing client relationships”

‘Develop and strengthen your relationship with clients globally, you must invest in client
focused corporate events and targeted promotional activity – select Roundtable forums;
Breakfast meets; Social meetings; host co-branded events.’

Web (SMART) Marketing
Web Marketing is Highly Targeted, Measurable, Cost Effective and ROI
driven, which allows you to reach your global customer base fast!
You can target by:
City
Country
Gender
Age
Interests
Company
Industry
Job Titles
Search
Websites
Webpage context
Control your cost on:
CPC (cost per click)
CPM (cost per thousand
impressions)
CPA (cost per action)
Measure performance and ROI
Total impressions & clicks
Total email opens & visitors
Total desired actions taken

 Highly targeted:
 Advertise on websites that your target audience frequently visits
 Advertise using various formats:
 Text ads, Graphic ads, Animated ads, Peel throughs
 Pay as you like! Never need to exceed your monthly budget:
 Pay per click, or pay per impression
 Target with social media site if applicable to your business:
 Target by Age, Gender, Country, Education, Company

Popular Online Advertising Networks

Excellent for creating consistent Brand Awareness and quality Lead Generation!

Email Marketing is one of the most effective and powerful tools for
Lead Generation, applicable to every business today!
And why?
• Free & Direct Medium – It is free medium that immediately connects you to
your target market directly
• It is Highly Targeted and Unique
• Highly Measurable – You can measure how many people opened the
email, clicked on links
No-cost Email Marketing

Affiliates promote your products and services and drive additional
traffic to your website. You only pay a comission when there is a sale!
Results based Affiliate Marketing

For your service / product, let your users do viral marketing or the
‘hard-work’ through word of mouth, email and other brand
promotion tools, e.g. Discount Coupons etc.
Intelligent Viral Marketing

‘A Weblog is one of the latest and greatest tools for creating a
‘Marketing Buzz’.
And How?
• Blogs have content, distribution, and accelerated frequency – hence great education tool
• Popular blogs have one thing in common; an individual voice. A voice will not only gain readers, but it
keeps them, creating brand loyalty
• Fantastic Credibility through third party promotion
Are you Blogging yet?

Show ‘Thought Leadership’ and educate your prospects by ‘Pre-
selling’ to them with White Papers, Webinars, Case Studies
White Papers, Case Studies:
- For e.g. If you are an IT company you would promote your White Papers and Case Studies on:
Webinars:
- Host ONE Webinar a month
- Promote it through:
- Banner advertising on other related websites through
Google (paid ads)
- Email to prospects and customers ($0, No Costs!)
Collateral Promotion

Public Relations

Events/Speaking Opportunities
Be Seen and Heard Globally!

Awards
Make sure you get many every year!

» Branding
» Employee engagement
» Float the idea
» Strategic communications
» Think strategically
» Award-winning results
» Targeted communications
» Internal clients
» Media landscape
» Engaging our audiences
» Interactive tools
» Communications solutions
» Reputation management
» Join the conversation
» Message-driven
»
Use Smart Marketing Jargon
Blow your trumpet 24x7!

 Implement an Internal Marketing
perception survey with all your Sales
and senior Management
 Objective is to obtain feedback –
 On what is working and what is not?
 To prioritise the current marketing
plans to ensure that sales and
marketing are aligned in meeting
the common business objectives
To get better at your job!

Re-Branding!

 Developing a new brand is not just designing a
new logo - you have to ‘Live and breathe the
Brand’
 Brand is another word for ‘reputation’
 Reputation:
 Doing what say you will do and doing it well
 Meeting deadlines and promises across all markets and amongst current
& prospective clients, industry partners and businesses
 Make every ‘Employee a responsible Brand
Ambassador’ through consistent internal
marketing and corporate social responsibility

Re-branding Audio-visual
 Used effectively among media
 Customers
 Employees across the globe
 Other stake-holders
Media ( Mainline, Business,TV, Online)
 Press Conferences and Press Releases on: Global expansion; Global Re-
branding, as well as on all the key milestones and achievements of the
company
 Participation in editorial opportunities
 One-on-one interviews with key journalists
 Corporate profiling
 Business specific media stories
Re-Branding Tools

Branding
 Launch of a new companyWeb-site
 Development of new branded Collateral – Company Brochures, Literature
and materials (Banners, Booth Stands)
Events
 Participation in the speaking opportunities for senior management and
subject matter experts from the company in key industry events globally
Marketing
 Direct / Email Marketing to the different target audiences, e.g. Customers,
Prospects, Analyst Community, Media
 Online orWeb Marketing
 Special Customer, Partner and Analyst Meets
Re-Branding Tools

 Ensure a good ‘buy in’ from senior management by
integrating PR and Marketing exercises with the company’s
Business objectives.
 This will ensure result in better Return on Investment (ROI)
from a ‘measurement of success’ perspective
 For optimum and wide visibility, roll out all Marketing and
Media exercises at a Global / Regional level
 Map out a quarterly but flexible Marketing &
Communication plan to adapt to the company’s changing
and evolving needs

 It is no great achievement to get media
mileage when you have news to give to the
Press
 You know you have a successful PR program
when the Press calls you for a company quote
‘as a Thought Leader in your industry story’
A successful Marketing practitioner is one which keeps his/her
company in the news consistently and reaches out effectively
to all target markets to meet business objectives

ThankYou
Any Questions?