REMARKETING: ENGAGING YOUR CONSUMERS ONCE AGAIN by Jessie Paul
Nasscom Emergeout Frugal Marketing
1. No Money Marketing
From Upstart to Big Brand on a Frugal Budget
Jessie Paul, Managing Director, Paul Writer Strategic Services
30 April 2010
Thursday 29 April 2010
2. 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
Pull vs Push
Can marketing make sales redundant? Can it increase your prices?
Thursday 29 April 2010
3. Marketing Strategy Basics
Discovery Position Expression Action
Where are we How do we Creating and Sustaining and
today? want to be delivering our measuring our
Marketing should be responsible for: ! Baseline current perceived? brand promise brand presence
Perceptions ! Based on ! Articulating the over time
(A) relevance of product offerings vis-a- through brand company manifestations ! Go to market
vis market realities and competition audit vision, brand of the attributes strategy
! Current state of attributes
(B) alignment of external outreach with ! Identifying the ! Translating this to
client mining ! Identifying a channels for each identified
company’s life-cycle and business goals ! Map the di!erentiated communicating segment, as a
competition position to stakeholders marketing plan &
(C) optimization, prioritization, and calendar
landscape/ ! Defining our
metrics alignment of each aspect of mindscape priorities – ! Auditing &
external outreach & stakeholder ! Strategic Intent o!erings, Calibrating
of the CEO customers, against identified
communication regions, metrics
industries
(D) Reducing friction to sales
The Writer’s Way: Paul Writer’s Approach to Marketing Strategy
Thursday 29 April 2010
4. Positioning - Mousetrap or
Cheese?
Vision Environment
People Input Core Output Community
Elements Service Impact
Surround
Surround
Delivery Facilities Attributes Investor
Returns
Price
Country of origin Industry
Development
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
Thursday 29 April 2010
5. 5 Tips for Frugal Marketing
1 2 3 4 5
Create Your
Define your
Own the Eco- Own Insights vs
Audience Go Online
system Marketing Information
Narrowly
Channels
Thursday 29 April 2010
6. 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
8. 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 award
Thursday 29 April 2010
9. 4. Insights, not information
✤ Information is cheap, insight is
rare
14, 637 India-Pakistan connections in the past 24h
✤ The cardinal sin in today’s 8,845 Israel-Palestine connections in the past 24h
world is to be boring
✤ Do innovative stuff and you
will get a disproportionate
share of buzz
✤ Thought Leadership
Source: Facebook.com, accessed on 19 Mar 2009
Thursday 29 April 2010
10. 5. Go Online
✤ Is your target audience using Virtual Worlds
online? Which channels? Other Networking
Websites Forums
Primary Web
How often do you track your
Presence
✤
Search Online
Engines Updates Promotions
through Social
online activities? RSS,
Twitter
Networking
Multimedia
Sharing
Portals
✤ Social media is personal
Offline
Promotion
✤ Use a hub-and-spoke strategy
Online Roadmap
Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009
Thursday 29 April 2010
