Punit Modhgil#TiEconDelhi

@modhgilSome ideas on marketingfor India StartupsOctober 4, 2013

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

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

“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

WTF or So What?Attract Engage Convert ShareHIGH 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

Story

Authenticity

Experience

Technology

@modhgil

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

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

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

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

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

Happy Journey.Let’s continue our conversation..

Punit Modhgilwww.linkedin.com/in/punitm