Marketing

life Prospective

arif.mahmood@live.com

It’s not the same

• New medium with different rules

• You need to understand the rules or

get someone who does

• Traditional rules will not work

Planning is everything

• Strategy is your plan of attack

• Research the playing field

• Come up with your unique solution

• launch

New strategy

• Research

• Targeting

• The idea

• Execution

• Marketing

• Measuring

• Improving

Research

• the competition

• brand

• audience

• budget

• timeline

The competition

• What are we doing in the space

• Find out how high should our brand

jump

• How can we be different?

• Do not try and beat them on their own

field! The price war has it’s price!

Brand assets

• Name, logo

• Position in market place

• Current customers

• Brick and selected stores

Assets

• Properties that grow in value

• Brands are assets

• People

• Skills

•

Customer touch points

What am I selling?

• Positioning

• Nike is not selling shoes – it is selling an

“I can” feeling.

• What feelings do we give to our users

when they use our product?

My audience

• Who are our customers?

• How do we communicate with them?

• Who are our evangelists?

• Can we offer something different to

target group?

Where are users?

?

? FMH ?

Exercise one

• What’s brand?

• What selling?

• Who audience?

• What doing?

• Who evangelists?

• What are they doing?

What’s problem?

• audience is getting older /hungry and

need to reach younger /professional

demographic?

• competitors are pushing us out?

• don’t have an email list blog etc?

• no forward thinking

What’s my goal?

• most valuable brand?

• get 1000 new users every year?

• take over season?

• get best PR?

• save money?

• get demographic target?

• find permanent user for a product?

The tools

• promotion one to one

• blogs /Product

• user generated content

• CSR

timeline considerations

• short and fast ( time )

• build slowly and methodically ( user)

• season promotions

trust

• users trusts us?

• keep your words

• user expectations and priorities are

known to you

• minimize excuses

Investment

Account opening

relation building

Extra care

follow-up

What you give is what you get

• 1

• 2

• 3

• 4

• 5

• 6

• 7

• 8

• 1

• 2

• 3

• 4

• 5

• 6

• 7

• 8

What can I give?

• Education

• Help –

• Health

• Environment

• Entertainment –

• Power

• Service –

• Personalization –

The idea

• Innovation

• No copy

• Creation

• Develop and design

Check list

• A

• B

• C

• D

Learn from the best

• A

• B

• C

• D

Who is going to:

• Research brand

• Strategize the plan

• Manage the team/operation

• Make the thing

• Keep it going

• Launch it

• Measure it

• Improve it

Measuring

Improving

• Invite feedback

• Monitor feedback

• Improve - one thing at a time

• Monitor feedback

• Improve again

• Users expect to keep improving

• Users want you to surprise