5 Myths of Startup Marketing, 5 Marketing Realities, and 5 Marketing GO DOs for Startups especially in India. This is not the most definitive slide deck on Marketing for Startups (20 mins duration for the presentation) but intends to provoke questions and share ideas and thoughts. Let's continue our conversation, feel free to send in your questions or comments at @modhgil or Punit Modhgil on LinkedIn. Talk shared with invited guests and delegates at the #BYOB13 conference @91Springboard facility in Delhi. 14th April 2013. Ably organized by the team at #Skillhippo Also Look up India Marketing Review on YouTube and Facebook for India’s first online community of marketers and video series (15+ India CMO videos in 2013).

1. myths.
startup
marketing 5 realities.
to dos.
Punit Modhgil
#BYOB13
@modhgil

2. Marketing?
“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

3. Common Myths of Startup Marketing
• I don’t need marketing
• Marketing is for visibility
• I can’t afford marketing function
• Our audience is everyone
• ‘This worked for them’
• I need a marketing agency
• We will do a big launch
• We can fix brand building later
• …..
@modhgil

4. 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

5. Startup Marketing?
• Advantage Startup
– No Legacy, Fresh Start, Clean Slate: a New Promise
– Agility in modifying approach; learnability
– Faster Time to market; Disruption Enabled
– Credibility of the Entrepreneur
– Relationship marketing
• Challenges
– Measurable marketing – Funds
– Know how on marketing
– Scale
@modhgil

6. 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

7. 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

8. Floh.in: Word of Mouth, leading to scale through mass-media
@modhgil

9. Octane.in: India’s only Annual e-Marketing Research
@modhgil

10. Last but not the least
• Do unto others as you would have them do to
you. Golden Rule Works, even in Branding.
• ‘No man is an island’, please ask, share, report
Marketing Head Start for your Startup
@modhgil

11. 2013 Reference
• Books:
– Storytelling: Winning the Story Wars
– Unmarketing by Scott Stratten
– The Cluetrain manifesto: Basic Books, 1999: Rick Levine, Christopher Locke, Doc Searls,
David Weinberger, McKee Jake
– Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by
Seth Godin
– I Is for Influence: The New and Surprising Science of Persuasion by Rob Yeung
• Videos:
– Sandeep Maheshwari on Youtube
– Anything by Seth Godin
– Videos on Youtube, India Marketing Review?
• The Science of Storytelling
@modhgil

12. Happy Journey.
Let’s continue our conversation..