What are the 3 essentials for a startup to help build their brand and create some momentum in the marketplace around their offering or an idea? How to improve 'signal to noise ratio' in the cluttered marketplace? How can startups use social and other media to scale up- importance of listening posts.. #TIEConDelhi #TIECONDELHI2013 <roop>

1. Punit Modhgil
#TIEConDelhi
@modhgil
Some ideas on marketing
for India Startups
October 4, 2013

2. Let’s unlearn….
• “Spray and Pray”
• “Build it and they will come”
• “Brand Loyalty is about getting customers
to buy more of what I produce”
• “I have more information as a marketer..”
@modhgil

3. Let’s unlearn….
• “Spray and Pray”
• “Build it and they will come”
• “Brand Loyalty is about getting customers
to buy more of what I produce”
• “I have more information as a marketer..”
@modhgil

4. “Business has only two basic functions-
marketing and innovation.” Peter Drucker
“Marketing is the way your people answer the
phone, the typesetting on your bills, and your
returns policy” Seth Godin
Marketing?
@modhgil

5. WTF or So What?
Attract Engage  Convert Share
HIGH Signal to Noise Ratio
“The Internet is enabling conversations among human beings that
were simply not possible in the era of mass media.”
“Word of mouth (earned media) trumps paid media; Word of
mouth or earned media is not limited by your marketing budget”
@modhgil

6. Story
Authenticity
Experience
Technology
@modhgil

7. First, create your elbow space
• Zara hatke: What’s your story? Build a story around your idea
• Brands is not about advertising, it’s about a story first
• Create a niche, ignored by giants, big enough for you
– “A product for everyone rarely reaches anyone” – Seth Godin
– Become a verb!
• Expand the niche and grow with it
– Volume (efficiency) player vs. Value player
• Buzz: Voice of the customer: word of mouth (WOM) rules as
No. 1
• Hire a PR agency before you hire an advertising agency
Authenticity
@modhgil

8. Your customer pays twice..
It’s about the experience
(needs=commodity=price vs. wants=emotional=value)
• Predictable
– Consistent each time every time-online or off-line
• Periodic
– Every month, builds anticipation
• Participative
– Engaging, conversations and not a monologue: crowdsource
• Permission driven
– Customer has the control
• Professional
– Design, delivery, image Experience
@modhgil

9. 5 things that do work
• Predictability + Periodicity leads to Trust
• Exclusivity + Scarcity fuels Demand; WOM?
• Marketing that can’t be measured is ‘Waste’
• Inbound-Pull Marketing is more critical
• Long haul, marathon no short term stunts in
Brand Building
@modhgil

10. How can technology help?
Technology can help you amplify your story and deliver your
experience:
• Acquire new customers: digital marketing
• Spreading the word: digital marketing
• Delivering the experience: customer relationship marketing
or crm
• Professional image: desktop software++
• Customer insights and marketing efficacy: business
intelligence
Technology
@modhgil

11. 5 to dos
• Create Listening Posts
• Tell Stories; it’s what others will say about you
• A/B, Measure Everything
• No Big Bang. Take Baby Steps
• Partner, Partner, Partner with like minded
people; seek help but craft your own path
@modhgil

12. Happy Journey.
Let’s continue our conversation..
Punit Modhgil
www.linkedin.com/in/punitm