The much expected Indian union budget 2014-15 is to be released, Common man & the Markets are looking closely for their share of the budget. This Budget season may be a good time for Marketers to pause and listen to what your customer is trying to tell you…

1. This Budget season may be a good time for
you to pause and listen to what your
customer is trying to tell you…

2. "Don't waste your
money and my time....

3. 1
“Stop spending on Ads like
these and expecting me to
believe you”
Picture Credits http://www.hikingonthemoon.com/wp-content/uploads/2012/10/Felix-Baumgartner-Redbull-Stratos-High-Jump.jpeg

4. 2
“Stop stalking me, Just because
I landed up on your website”
Picture Credits: http://www.financial-services-employers.com/wp-content/uploads/2013/07/retargeting-example-screenshot.jpg

5. 3
“Stop annoying me, where I am
trying to concentrate…..”
Picture Credits: http://www.bannerblog.co.uk/

6. 4
“That I liked your Facebook
page, just means that I was
being nice… to my friend”

7. 5
“That I checked your YouTube
video means I'm still checking
you out”
Picture Credits: http://computerbasicsforluddites.files.wordpress.com/2013/10/skipad.jpg

8. 6
“Don’t expect me to believe that
you are really giving me a
“CHOICE”
Picture Credits: http://computerbasicsforluddites.files.wordpress.com/2013/10/skipad.jpg

9. 7
“Stop buying ads and policing
me on Social media”
Picture Credits: http://sproutsocial.com/insights/wp-content/uploads/2010/09/social-media-advertising-platforms.jpg

10. 8
“Stop treating me like an typical
28 year old living in a metro”
Picture Credits: http://benwoolf.co.uk/

11. INSTEAD…
Picture Credits: http://www.samdiener.com/

12. “Create value in your products
and services….. that fits into my
life”
Nike was able to capture the interest of its target
audience by seamlessly integrating value with everyday
products such as MP3 players & cell phones. Nike+
continues to be a huge success morphing from a simple
app to a plethora of products designed with user value
in mind.
Picture Credits: http://jessicakbaker.files.wordpress.com/

13. “Listen and fix my feedback”
After the launch of Xbox One, User outrage caused
Microsoft to re think their stance on Xbox One’s core
functionalities. Xbox one was re – launched based on
user feedback.
Picture Credits: http://cdn.techinasia.com/

14. “Tell me a story that makes my
life interesting”
Think cornflakes, and the first word that comes to mind
is Kellogg’s.
Kellogg’s has carved out a permanent place in the
hearts and minds of its customers by conveying its
brand values and ethos through stories that resonated
with and captivated the audience
Picture Credits: http://www.thedrum.com/

15. “Provide proof when I ask for it”
Whether you sell a Soap or a Software, customers
expect proof to validate your claims. Provide customers
with the proof they seek and help them decide.
Picture Credits: http://www.pardot.com/

16. “Treat me like the way YOU
would want to be treated”
Would you put up with bad service? Neither will your
customers. There is a reason why bad reviews of
Delta/United go viral and great reviews of Singapore
airlines result in customer loyalty
Picture Credits: http://worldairlinenews.files.wordpress.com/

17. "Make it worth my while and
your money“
Make sure you deliver a worthwhile value for your
customers’ hard earned money.
Picture Credits: http://shotbyadam.com/

18. And for all this…start with ‘me’
your customer and use your
budget wisely…
Use Customer Value Maximization to achieve all this
and more…..

19. What is Customer Value
Maximization?
Customer Value Maximization is a current generation
marketing framework that helps marketers derive
remarkable value from their spends.
Customer Value Maximization transforms your
marketing programs from:
 Product Centric to Customer centric
 Broadcasting to Interactive
 Interrupt driven to Customer initiated
and delivers maximum value for your marketing buck!

20. How does Customer Value
Maximization work?
Using the right technologies and powered by real-
time analytics, Customer Value Maximization
facilitates brand communication to the customer at
a time he/she is listening, on a channel he/she's
interested ....and this not just delivers remarkable
results BUT also eliminates wasteful spends!

21. Example
How Analytics was used to create
Brand Modi
– Every outbound and inbound communication was
monitored, measured, and acted upon based on a data
point.
– Team Modi analyzed the Indian voter population &
segmented it based on their demographic profile. Key
psychographics of 12 crore first time voters and all the
undecided voters were identified. Insights from such
studies were used in the outbound campaigns.
– Streaming analytics based Rapid Action Report, which
presented a constantly evolving picture of each
constituency, based on the information gathered from both
online & offline channels was extensively used.
– This effort resulted in adapting communications under the
‘Ab ki Baar, Modi Sarkar’ umbrella.
– Team NaMo used smart real time monitoring in conjunction
with clever messaging to strike a chord in the hearts of the
general public.

22. Example
How Technology was used to
spike PUMA
 PUMA's - Design your own Sneakers, radically
altered the ‘mass retail’ into ‘custom boutique’
 Puma fully embraced the technology and gave their
customers an opportunity to co-create sneakers
and place an online order in-store.
 Inside PUMA stores, shoppers were provided with
fabrics, materials for inspiration as well as an iPad
bolted on a pole on which shoppers could design
their own shoes.
 Puma gave shoppers a personalized shoe-
designing experience, and this spiked the offtake
manifold.

23. And this does NOT necessarily mean heavy investments in
fancy technologies, or tools

24. Certainly this means CHANGE....
 Change in the way you spend your marketing budget
 Change in the way you track your marketing RoI
 Change in the way you allocate your media spends
 Change in the way you approach your audience
 Change the way you deal with your existing agencies
Picture Credits: http://www.hillsdalenjumc.org/

25. Interested in CHANGE?

26. TALK TO US!
We're happy to
demonstrate how to
make your BUDGET
work better
marketing@xerago.com

27. ACKNOWLEDGMENT
This budget round up was prepared by Srinivas Chari and Team Solutions.
Srini heads client solutions and marketing at Xerago
Ram manages client solutions at Xerago
Suraj handles the research desk at Xerago
Sashi manages marketing for Xerago

28. Reach us at marketing@xerago.com