Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Ā
Why Startups need integrated communications to build brand value
1. Creating Brand Value for your Business
Running an integrated and Cost Effective
Communications Program
1
2. Brand Building!! WHY??
ā¢ Brand building is the QUALITY & EXPERIENCE you promise to
your customer!
ā¢ All else remains a Commodity to be purchased on pure pricing
benefits - āPremium Vs Discountsā
ā¢ Simply put ā¦ a brand is the reason why customers will choose
your product over the competition
2
3. Ask yourself
Does it really matter to you which brand of petrol would you prefer
to fill in your car & WHY?
3
4. Building Brand value through customer
experience
Research shows
ā¢
Since petrol will continue to remain
a commodity, brand building
happens at the petrol station level.
ā¢
They build on ācustomer
experiencesā
ā¢
Some Examples
ā¢ Services
ā¢ Conveniences
ā¢ Swanky retail outlets within
filling stations
ā¢ Courteous attendants
ā¢ Lesser filling time
4
5. When āmy product is a commodityā
ā¢
In some product categories, āBrandā is not central to the purchase
ā¢
Yet they spend time and money ābuilding the brandā
ā¢
Its about VISIBILITY, EXPERIENCE and then LOYALTY
5
6. BUT the Big Problem is the BUDGET !!
ā¢
So if we donāt have the budgets CAN WE REPLACE BRAND BUILDING
with an aggressive pricing strategy?
ā¢
Experience says, it hasnāt quite worked even for players with deep
pockets
ā¢ Ultimately the product experience and quality story is KING!!
6
7. This marketing experiment is now being
seen in ecommerce businesses
ā¢
According to a KPMG report nearly two-thirds of people buy online due
to the cheaper prices and discounts
ā¢
Too many players in categories, vying for the same pool of customers
ā¢
Customer loyalties are low
ā¢
In India, āconvenienceā is still in conflict with ātouch and feelā
ā¢
Funding is increasingly becoming an issue and available now for the
relatively BIGGER players i.e. the more recognized BRANDS
Like it OR notā¦
Brand building is key to survival and success of your business!
7
8. Some rules of brand building new entrants
In the digital age
ā¢
Brand building is about ādistinctiveness and
Imageā ā It is NOT DIRECT SELLING!!
ā¢
Customers are now in chargeā¦
ā¢
ā¢
ā¢
They will also coalesce around you or against you
ā¢
ā¢
People will find you only if they want you
The KEY is to be visible with a great reason why they should
choose you
The KEY is to get the WOM going in your favor
It will be a slow burn & a sustained processā so
deploy it early enough
ā¢
Must be smart and cost effective,
conversation- generating and measurable
8
9. Tip 1ā¦Get online
BUT Figure out your story first
ā¢
ā¢
ā¢
ā¢
ā¢
Your Quality story
Heritage Story (make sure it is
distinct and rooted in your
creation story)
The Experience story
The Aspiration story
Save The World Story
Banarasi/Patan Patolas
9
11. Tip 2 ā Tell your story through the RIGHT
digital interface
Overt Storytelling
ā¢
ā¢
ā¢
ā¢
About Page
Product Pages
Return Policy
Free Shipping.
Covert Storytelling
User Gen Content
ā¢
ā¢
ā¢
ā¢
ā¢
ā¢
ā¢
ā¢
ā¢
Design
Colors
Images
Headlines
People
Comments
Reviews
Contests
Polls, Surveys
11
12. Engagement is important here as Google
wants you to do it
ā¢ And nothing āengagesā better than great stories and
storytelling
ā¢ Heuristic Measures Include
ā¢
ā¢
ā¢
ā¢
ā¢
Time On Site
Pages viewed by an average visitor
Repeat visitors
Bounce rates
Mobile engagement
12
13. Alsoā¦Keep it really really Simple &
answer a need right away!
ā¢ Every website must answer in seconds, āWhat does
Zipbuds.com want me to do NOW?ā
13
14. Tip 3ā¦Start developing content around your
story for high digital engagement
ā¢ High Engagement led
Conversion should drive your
digital media campaign
Simple Videos can tell
powerful stories!
ā¢ Encourage Reviews
ā¢ Blog that is real time and
interesting
ā¢ Relevant real time offers
ā¢ Breaking news Stories
14
15. Tip 4 ā Use Networks to drive your messages
ā¢ You must be present and visible in industry forums
ā¢ You must be seen amongst your peers in conferences or
exhibitions
ā¢ You must spend time with at least 10 journalists from your
category ā coverage or no coverage
ā¢ Social networking with āyouā as the brand is important
Important: Be ready with your 1 single message that
highlights the USP of your business
15
16. Tip 5 ā get some of your stories out
in the media
16
17. You can do it yourself ā understand what
gets written about
ā¢
A unique idea that is the very basis of your
business
ā¢
A Unique behind the scenes story
ā¢
Story of how your product changes or impacts
lives
ā¢
Your story ā a big career change
ā¢
Getting bigger brands to associate with you as
partners
Mera Gao Power aims to provide lighting
and clean solar powered energy to power
two LED lamps & mobile phone charging
point @ Rs 25 per week
Mirakle couriers
Mumbai employs low
income deaf adults
17
18. Tip 6 ā Own a property that relates to your
BRANDā¦
ā¢
Based on your business you should stand
for at least 1 thing that is your marketing
leverage
Some ideas
ā¢
A waste management company that works
with children
ā¢
A furnishing company that works with
endangered artisans of India
ā¢
A spices company that works with tribal
population
ā¢
A garments company that stands for
āethical fashionā
18
19. Tip 7 ā Run some Low cost/High Impact
promotions
All you need is an Idea!! Innovate to promote
Aviva
Aircel
Ideas are free ā and execution can be cheap too!!
19
20. The BIG questionā¦ what does it cost to run a
communications campaign for startups?
ā¢ You need a little bit of professional helpā¦specialists and
experts who are among your friendsā NOT big budget
agencies
ā¢ You need to commit TIMEā NOT Big Advertising budgets!!
ā¢ You need a bit of PR and BTLā¦thatās your only cost. Here
too its possible to find cost effective solutions
AND ā¦you need to run it in an integrated mannerā¦
CONSISTENTLY !
20
21. āJugaadā is a word we gave the world!!
Passion and need drives the low cost solutions. Creativity is KEY!!
Disclaimer
I am not asking you
to do this ever!!
21