brand strategy on a tight budget
TRANSCRIPT
Brand Strategy on a Tight budget
Conceive
Develop
Test
Implement
Analyze
Age of Brands is over …Products taking over
Clutter, 1 vs 100 Tv channels, Messages all around, Trust on Brands, Access to information, pace of life, access to products,
Choices, Noise, Segments, Research tools, path to purchase
Consumers do not trust advertising People research, know people are paid to say what they say
Market more segmented than ever New information channels – Distribution channels
Marketing hierarchy in the organisations Current org charts need to changeConsumer Segment leads, consumer journey segments
Advocacy – The strongest touchpoint Social Media has changed what messages are consumed
Direct Marketing – Its not the reach that matters – its all about relationships Impact of relationship Vs just awareness
Zero based budgeting model ROMI will develop to be the next Bible of marketing
Strategies on a tight budget …. Segment the market like no tomorrowKnow your consumer more than he knows himself
Male/Female – Age 25-45
Male –Age 25-30 (Married- no Kids)
Asian Male – Living in UAE
Pakistani/North Indian working in a Bank
Travels back home once
Consumer Journey
Pre• Lift Branding• SMS, Email,
Direct email • Youtube
Purchase
• Promoter at LuLu
• Offers & Partnerships
• Upsell – 1+1
Post
• MGM • Banking apps /
solutions • Advocacy
platforms
Strategies on a tight budget …. • Kill conventional thinking in agencies • Use Touch points that matter – innovate new ways to reach
& Target
Strategies on a tight budget …. • ROMI – Evaluate each dollar spent and record • Look for product Mix profitability – Loose some battles to win the
War.
Final Thoughts• Current structures make marketing a spending arm of the org • Marketing KPIs need to innovate – ROMI, Advocacy, Creative
measures • Post Analysis – ROMI . Need to become the most important
part in strategy building . Build history • Who I am targeting – Who I am not targeting • Advocacy = Disruption x Relationships