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Paul WriterOverview of Advisory Services
Photo Courtesy Agustin Ruiz Flickr
Wednesday 23 December 2009
About Us Paul Writer is an advisory firm that helps define
your marketing branding and communications strategy
We provide frameworks processes expert support and creative insights to enable you to translate who you are into a cohesive marketing plan
Paul Writer brings expertise on marketing innovations across the spectrum of offline and online to reposition and communicate brand values in a frugal yet effective manner
Services offered are
Marketing Strategy Design
Marketing Strategy Implementation Review
Professional Development for Marketing
Build-Operate-Transfer of the marketing function
Paul Writer is founded by Jessie Paul considered an expert in brand internationalization and frugal marketing In 2009 Jessie published No Money Marketing Tata McGraw-Hillrsquos fastest selling professional book on marketing
As Chief Marketing Officer of Wiprorsquos IT business and as Global Brand Manager at Infosys she has been recognized for her contribution towards putting the Indian IT industry on the global map
With over 15 years in services marketing including a stint with Ogilvy amp Mather Jessie has been named one of the most influential business women in India She runs a popular blog on marketing and was Indiarsquos first CMO on Twitter
Wednesday 23 December 2009
The Marketing Strategy
Because the purpose of business is to create a customer the business enterprise has two -and
only two - basic functions marketing and innovation Marketing and innovation produce results all the rest are costs Marketing is the distinguishing unique function of the business
- Peter Drucker
Wednesday 23 December 2009
Discovery Position Expression Action
Building the Marketing Strategy
bullMarketing is about making yourself relevant in the market-place
bullWe need to understand both what we want to be and what the customer wants us to be
bull Once a unique position has been identified marketing communicates this to the eco-system in a compelling manner
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
The Writerrsquos Way Paul Writerrsquos Approach to Marketing Strategy
Wednesday 23 December 2009
Discovery
bullWhere are you placed in the Relative Position Matrix
bullWhat do your customers think of you Is this aligned with your aspirations
bullHow relevant differentiated and unique are your offerings
bullWhat are the segments you operate in
high
hig
hlo
w
low
Rela
tive M
ark
ets
hare
Relative Growth Rate
Stragglers
Mature Champions
Upstarts
Quadrant Approach
ChampionAddress many with one offering or has a broad offering set Aggressive stance to defend territory
MatureNeed to rejuvenate value proposition Gain marketshare by addressing championrsquos weaker markets
UpstartsSuperior value proposition focus on rapidly increasing marketshare before champions react to the new model
Stragglers Become a niche player build a specialization Address new markets
Discovery Position Expression Action
Paul Writerrsquos Relative Position Matrix TM
Wednesday 23 December 2009
Positioning Strategy
What is the space you can own in the mind of the customer It is very difficult (and expensive) to dislodge an incumbent What differentiates your offering
Positioning begins with clear definitive answers to Who am I Why buy me Why not buy someone else
The output of this exercise is Paul Writerrsquos proprietary Branding House
Do you have the better mousetrap better cheese or both Your position can be built around core or surround branding depending on your assets and strategic intent
The output of this exercise is the Core-Surround Attribute Map
Input Elements
Core Service Attributes
Output Impact
People
Elements that are directly related to service performance
Service Delivery Process
Delivery Facilities
Price
Country of origin
Executive Management
Vision
Corporate Governance
Environment
Community
Investor Returns
Business Benefits
Industry Development
Surround
Surround
Core
Quality
Derived from a gambling term it means the basic offeringcustomer benefits required to play in that industry
VALUE ADDERS ndash CUSTOMER BENEFITS
These are benefits that your clients appreciate and which not everyone in the industry offers
These would be the answer to the ldquoWhy buy merdquo question
DIFFERENTIATORS
This is the one attribute which differentiates the brand from the other
firms
TABLE STAKES
SATISFICERS
Elements which are indispensable and without which you cannot attract clients
WHO AM I
WHY BUY ME
WHY NOT BUY SOMEONE ELSE
Paul Writerrsquos Branding House TM
Paul Writerrsquos Core-Surround Attribute Map TM
Discovery Position Expression Action
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
About Us Paul Writer is an advisory firm that helps define
your marketing branding and communications strategy
We provide frameworks processes expert support and creative insights to enable you to translate who you are into a cohesive marketing plan
Paul Writer brings expertise on marketing innovations across the spectrum of offline and online to reposition and communicate brand values in a frugal yet effective manner
Services offered are
Marketing Strategy Design
Marketing Strategy Implementation Review
Professional Development for Marketing
Build-Operate-Transfer of the marketing function
Paul Writer is founded by Jessie Paul considered an expert in brand internationalization and frugal marketing In 2009 Jessie published No Money Marketing Tata McGraw-Hillrsquos fastest selling professional book on marketing
As Chief Marketing Officer of Wiprorsquos IT business and as Global Brand Manager at Infosys she has been recognized for her contribution towards putting the Indian IT industry on the global map
With over 15 years in services marketing including a stint with Ogilvy amp Mather Jessie has been named one of the most influential business women in India She runs a popular blog on marketing and was Indiarsquos first CMO on Twitter
Wednesday 23 December 2009
The Marketing Strategy
Because the purpose of business is to create a customer the business enterprise has two -and
only two - basic functions marketing and innovation Marketing and innovation produce results all the rest are costs Marketing is the distinguishing unique function of the business
- Peter Drucker
Wednesday 23 December 2009
Discovery Position Expression Action
Building the Marketing Strategy
bullMarketing is about making yourself relevant in the market-place
bullWe need to understand both what we want to be and what the customer wants us to be
bull Once a unique position has been identified marketing communicates this to the eco-system in a compelling manner
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
The Writerrsquos Way Paul Writerrsquos Approach to Marketing Strategy
Wednesday 23 December 2009
Discovery
bullWhere are you placed in the Relative Position Matrix
bullWhat do your customers think of you Is this aligned with your aspirations
bullHow relevant differentiated and unique are your offerings
bullWhat are the segments you operate in
high
hig
hlo
w
low
Rela
tive M
ark
ets
hare
Relative Growth Rate
Stragglers
Mature Champions
Upstarts
Quadrant Approach
ChampionAddress many with one offering or has a broad offering set Aggressive stance to defend territory
MatureNeed to rejuvenate value proposition Gain marketshare by addressing championrsquos weaker markets
UpstartsSuperior value proposition focus on rapidly increasing marketshare before champions react to the new model
Stragglers Become a niche player build a specialization Address new markets
Discovery Position Expression Action
Paul Writerrsquos Relative Position Matrix TM
Wednesday 23 December 2009
Positioning Strategy
What is the space you can own in the mind of the customer It is very difficult (and expensive) to dislodge an incumbent What differentiates your offering
Positioning begins with clear definitive answers to Who am I Why buy me Why not buy someone else
The output of this exercise is Paul Writerrsquos proprietary Branding House
Do you have the better mousetrap better cheese or both Your position can be built around core or surround branding depending on your assets and strategic intent
The output of this exercise is the Core-Surround Attribute Map
Input Elements
Core Service Attributes
Output Impact
People
Elements that are directly related to service performance
Service Delivery Process
Delivery Facilities
Price
Country of origin
Executive Management
Vision
Corporate Governance
Environment
Community
Investor Returns
Business Benefits
Industry Development
Surround
Surround
Core
Quality
Derived from a gambling term it means the basic offeringcustomer benefits required to play in that industry
VALUE ADDERS ndash CUSTOMER BENEFITS
These are benefits that your clients appreciate and which not everyone in the industry offers
These would be the answer to the ldquoWhy buy merdquo question
DIFFERENTIATORS
This is the one attribute which differentiates the brand from the other
firms
TABLE STAKES
SATISFICERS
Elements which are indispensable and without which you cannot attract clients
WHO AM I
WHY BUY ME
WHY NOT BUY SOMEONE ELSE
Paul Writerrsquos Branding House TM
Paul Writerrsquos Core-Surround Attribute Map TM
Discovery Position Expression Action
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
The Marketing Strategy
Because the purpose of business is to create a customer the business enterprise has two -and
only two - basic functions marketing and innovation Marketing and innovation produce results all the rest are costs Marketing is the distinguishing unique function of the business
- Peter Drucker
Wednesday 23 December 2009
Discovery Position Expression Action
Building the Marketing Strategy
bullMarketing is about making yourself relevant in the market-place
bullWe need to understand both what we want to be and what the customer wants us to be
bull Once a unique position has been identified marketing communicates this to the eco-system in a compelling manner
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
The Writerrsquos Way Paul Writerrsquos Approach to Marketing Strategy
Wednesday 23 December 2009
Discovery
bullWhere are you placed in the Relative Position Matrix
bullWhat do your customers think of you Is this aligned with your aspirations
bullHow relevant differentiated and unique are your offerings
bullWhat are the segments you operate in
high
hig
hlo
w
low
Rela
tive M
ark
ets
hare
Relative Growth Rate
Stragglers
Mature Champions
Upstarts
Quadrant Approach
ChampionAddress many with one offering or has a broad offering set Aggressive stance to defend territory
MatureNeed to rejuvenate value proposition Gain marketshare by addressing championrsquos weaker markets
UpstartsSuperior value proposition focus on rapidly increasing marketshare before champions react to the new model
Stragglers Become a niche player build a specialization Address new markets
Discovery Position Expression Action
Paul Writerrsquos Relative Position Matrix TM
Wednesday 23 December 2009
Positioning Strategy
What is the space you can own in the mind of the customer It is very difficult (and expensive) to dislodge an incumbent What differentiates your offering
Positioning begins with clear definitive answers to Who am I Why buy me Why not buy someone else
The output of this exercise is Paul Writerrsquos proprietary Branding House
Do you have the better mousetrap better cheese or both Your position can be built around core or surround branding depending on your assets and strategic intent
The output of this exercise is the Core-Surround Attribute Map
Input Elements
Core Service Attributes
Output Impact
People
Elements that are directly related to service performance
Service Delivery Process
Delivery Facilities
Price
Country of origin
Executive Management
Vision
Corporate Governance
Environment
Community
Investor Returns
Business Benefits
Industry Development
Surround
Surround
Core
Quality
Derived from a gambling term it means the basic offeringcustomer benefits required to play in that industry
VALUE ADDERS ndash CUSTOMER BENEFITS
These are benefits that your clients appreciate and which not everyone in the industry offers
These would be the answer to the ldquoWhy buy merdquo question
DIFFERENTIATORS
This is the one attribute which differentiates the brand from the other
firms
TABLE STAKES
SATISFICERS
Elements which are indispensable and without which you cannot attract clients
WHO AM I
WHY BUY ME
WHY NOT BUY SOMEONE ELSE
Paul Writerrsquos Branding House TM
Paul Writerrsquos Core-Surround Attribute Map TM
Discovery Position Expression Action
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Discovery Position Expression Action
Building the Marketing Strategy
bullMarketing is about making yourself relevant in the market-place
bullWe need to understand both what we want to be and what the customer wants us to be
bull Once a unique position has been identified marketing communicates this to the eco-system in a compelling manner
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
The Writerrsquos Way Paul Writerrsquos Approach to Marketing Strategy
Wednesday 23 December 2009
Discovery
bullWhere are you placed in the Relative Position Matrix
bullWhat do your customers think of you Is this aligned with your aspirations
bullHow relevant differentiated and unique are your offerings
bullWhat are the segments you operate in
high
hig
hlo
w
low
Rela
tive M
ark
ets
hare
Relative Growth Rate
Stragglers
Mature Champions
Upstarts
Quadrant Approach
ChampionAddress many with one offering or has a broad offering set Aggressive stance to defend territory
MatureNeed to rejuvenate value proposition Gain marketshare by addressing championrsquos weaker markets
UpstartsSuperior value proposition focus on rapidly increasing marketshare before champions react to the new model
Stragglers Become a niche player build a specialization Address new markets
Discovery Position Expression Action
Paul Writerrsquos Relative Position Matrix TM
Wednesday 23 December 2009
Positioning Strategy
What is the space you can own in the mind of the customer It is very difficult (and expensive) to dislodge an incumbent What differentiates your offering
Positioning begins with clear definitive answers to Who am I Why buy me Why not buy someone else
The output of this exercise is Paul Writerrsquos proprietary Branding House
Do you have the better mousetrap better cheese or both Your position can be built around core or surround branding depending on your assets and strategic intent
The output of this exercise is the Core-Surround Attribute Map
Input Elements
Core Service Attributes
Output Impact
People
Elements that are directly related to service performance
Service Delivery Process
Delivery Facilities
Price
Country of origin
Executive Management
Vision
Corporate Governance
Environment
Community
Investor Returns
Business Benefits
Industry Development
Surround
Surround
Core
Quality
Derived from a gambling term it means the basic offeringcustomer benefits required to play in that industry
VALUE ADDERS ndash CUSTOMER BENEFITS
These are benefits that your clients appreciate and which not everyone in the industry offers
These would be the answer to the ldquoWhy buy merdquo question
DIFFERENTIATORS
This is the one attribute which differentiates the brand from the other
firms
TABLE STAKES
SATISFICERS
Elements which are indispensable and without which you cannot attract clients
WHO AM I
WHY BUY ME
WHY NOT BUY SOMEONE ELSE
Paul Writerrsquos Branding House TM
Paul Writerrsquos Core-Surround Attribute Map TM
Discovery Position Expression Action
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Discovery
bullWhere are you placed in the Relative Position Matrix
bullWhat do your customers think of you Is this aligned with your aspirations
bullHow relevant differentiated and unique are your offerings
bullWhat are the segments you operate in
high
hig
hlo
w
low
Rela
tive M
ark
ets
hare
Relative Growth Rate
Stragglers
Mature Champions
Upstarts
Quadrant Approach
ChampionAddress many with one offering or has a broad offering set Aggressive stance to defend territory
MatureNeed to rejuvenate value proposition Gain marketshare by addressing championrsquos weaker markets
UpstartsSuperior value proposition focus on rapidly increasing marketshare before champions react to the new model
Stragglers Become a niche player build a specialization Address new markets
Discovery Position Expression Action
Paul Writerrsquos Relative Position Matrix TM
Wednesday 23 December 2009
Positioning Strategy
What is the space you can own in the mind of the customer It is very difficult (and expensive) to dislodge an incumbent What differentiates your offering
Positioning begins with clear definitive answers to Who am I Why buy me Why not buy someone else
The output of this exercise is Paul Writerrsquos proprietary Branding House
Do you have the better mousetrap better cheese or both Your position can be built around core or surround branding depending on your assets and strategic intent
The output of this exercise is the Core-Surround Attribute Map
Input Elements
Core Service Attributes
Output Impact
People
Elements that are directly related to service performance
Service Delivery Process
Delivery Facilities
Price
Country of origin
Executive Management
Vision
Corporate Governance
Environment
Community
Investor Returns
Business Benefits
Industry Development
Surround
Surround
Core
Quality
Derived from a gambling term it means the basic offeringcustomer benefits required to play in that industry
VALUE ADDERS ndash CUSTOMER BENEFITS
These are benefits that your clients appreciate and which not everyone in the industry offers
These would be the answer to the ldquoWhy buy merdquo question
DIFFERENTIATORS
This is the one attribute which differentiates the brand from the other
firms
TABLE STAKES
SATISFICERS
Elements which are indispensable and without which you cannot attract clients
WHO AM I
WHY BUY ME
WHY NOT BUY SOMEONE ELSE
Paul Writerrsquos Branding House TM
Paul Writerrsquos Core-Surround Attribute Map TM
Discovery Position Expression Action
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Positioning Strategy
What is the space you can own in the mind of the customer It is very difficult (and expensive) to dislodge an incumbent What differentiates your offering
Positioning begins with clear definitive answers to Who am I Why buy me Why not buy someone else
The output of this exercise is Paul Writerrsquos proprietary Branding House
Do you have the better mousetrap better cheese or both Your position can be built around core or surround branding depending on your assets and strategic intent
The output of this exercise is the Core-Surround Attribute Map
Input Elements
Core Service Attributes
Output Impact
People
Elements that are directly related to service performance
Service Delivery Process
Delivery Facilities
Price
Country of origin
Executive Management
Vision
Corporate Governance
Environment
Community
Investor Returns
Business Benefits
Industry Development
Surround
Surround
Core
Quality
Derived from a gambling term it means the basic offeringcustomer benefits required to play in that industry
VALUE ADDERS ndash CUSTOMER BENEFITS
These are benefits that your clients appreciate and which not everyone in the industry offers
These would be the answer to the ldquoWhy buy merdquo question
DIFFERENTIATORS
This is the one attribute which differentiates the brand from the other
firms
TABLE STAKES
SATISFICERS
Elements which are indispensable and without which you cannot attract clients
WHO AM I
WHY BUY ME
WHY NOT BUY SOMEONE ELSE
Paul Writerrsquos Branding House TM
Paul Writerrsquos Core-Surround Attribute Map TM
Discovery Position Expression Action
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Expression Marketing Plan
Prioritizing the brand levers
Prioritizing the brand channels
Defining the marketing eco-system
Defining the marketing outreach plan
Sample Marketing EcosystemSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Discovery Position Expression Action
Trade Associations
Analysts
Consumer Guides
Consulting Companies
Buying Advisors
Other Customers
Journalists
Expert Users
Government
Academics Bloggers
Friends amp Family
Employees
SalesBuyer
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Levers Channels Goals
bull Thought
Leadership
bull Public Relations
bull Awards
bull Online Presence
1 Become the thought
leader
2 Become the face of
the industry
3 Pride of ownership
+ =
bull Executive Branding
bull Pricing
bull Country of Origin
bull Sustainability
Sample Brand MapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Action
Defining a marketing plan with clear action items
Establishing the delivery network for marketing
Setting metrics and benchmarks9
Q1 Q2 Q3
Positioning Blueprint
Events calendar
Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
Standardize collateral amp vendor network
CRM Program
Influencer Relations Q4
Discovery Position Expression Action
1
Awareness
2
Media Relations
3
Influencer Relations
4
Customer Mining
5
Thought Leadership
6
Collateral
7
Prospect Mining
Sample Quarterly Media Calendar
Media Relations
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
No Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice amp Data
3 Client Win Shibu George BS CNBC HT PTI
4 Quarterly Results John Smith EDNcom
Sample Activity Outline
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Interventions Marketing Strategy amp Implementation Depth Reviews
Photo Courtesy Kenny Corbin Flickr
Unless a variety of opinions are laid before us we have no opportunity of
selection but are bound of necessity to adopt the particular view which may
have been brought forward- Herodotus 5th century BC Greek
historian
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Interventions
Paul Writer offers depth reviews to assess current marketing effectiveness and to brainstorm on ways to enhance it
Structured as workshops these interventions can help in bringing fresh perspective creative insights and industry best practices to the marketing programs
Areas covered are
Marketing strategy
Solutions Differentiation
Customer Outreach
Online amp Offline Communication Programs
high
low
low
Infl
ue
nc
e
Reach
Academics
JournalistsIndustry
Associations
Consumer Reports
Sourcing Advisors
GovernmentOther Customers
Employees
Internet Pundits
Expert Users
Analysts
Friends amp Family
high
Consulting Firms
Other Websites
Updates through RSS
Multimedia Sharing Portals
Social Networking
NetworkingForums
Virtual Worlds
Primary Web Presence
Search Engines
Offline Promotion
Online Promotions
Prioritization - Reach vs InfluenceSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Online RoadmapSource No Money Marketing by Jessie Paul Tata McGraw-Hill 2009
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Build-Operate-Transfer
All men can see these tactics whereby I conquer but what none
can see is the strategy out of which victory is evolved
- Sun Tzu
Photo Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Build-Operate-Transfer Build
Creating the annual marketing plan executing the Discovery Positioning and Expression exercises
Operate
Manage the execution of the marketing action plan through a dedicated virtual marketing office
Transfer
Define the marketing organization structure role definition assistance in recruitment of CMO on-the-job training monthly coaching sessions
Where are we today Baseline current
Perceptions through brand audit
Current state of client mining
Map the competition landscape mindscape
Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived Based on
company vision brand attributes
Identifying a dierentiated position
Defining our priorities ndash oerings customers regions industries
Creating anddelivering ourbrand promise Articulating the
manifestations of the attributes
Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time Go to market
strategy
Translating this to each identified segment as a marketing plan amp calendar
Auditing amp Calibrating against identified metrics
BUILD OPERATE TRANSFER
Transfer
Building Internal CapabilityDefine Marketing Organization and assist in recruitment
Develop Execution Network leveraging external amp internal capabilities
On-the-job training to ensure alignment
Monthly Review Sessions
Wk 1-4
Wk 4-24 Wk 24-28
Wk 16-28 Wk 28-36
BUILD PLAN
OPERATE PLAN THROUGH VIRTUAL
OFFICE
OPERATE amp CMO
INDUCTION
CMO RECRUITMENT COACHING
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
What is right for you
Marketing Strategy
Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
New product and service introductions
New market entry - either country or industry - must be preceded by a positioning exercise To create an annual marketing calendar
Marketing Interventions
Optimize the marketing plan
Get a structured baseline in place with a strategic review
Add a specific program to the marketing mix
Build - Operate - Transfer
Ideal for setting up the marketing department either globally or for India
Suitable for smaller firms that do not require a full-fledged marketing team immediatelyPhoto Courtesy Kevin Dooley Flickr
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Engagement ModelsPhoto Courtesy Jesslee Cuizon Flickr
Unless commitment is made there are only promises and
hopes but no plans Peter Drucker
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
Engagement Models
Consulting Service Units
Minimum block of 3 days Can be used across workshops evaluationbrainstorming of specific programs training Ideal for short engagements
Retainer 5 consulting days per month minimum commitment of 3 months Can be applied across marketing strategy and plan creation workshops evaluationbrainstorming for specific
programs webinars
Build-Operate-Transfer Structured either as a retainer across a 9 month BOT engagement or as payment for each phase of BOT Includes marketing strategy+plan creation operation through Paul Writer Innovation Network (P-WIN) for 6
months helping structure amp recruit the marketing team booster sessions for 3 months P-WIN is a high quality network of best-of-breed service providers who help execute the marketing plan as per defined metrics
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
jessiepaulwritercom
Skype jessie_paul
twittercomjessie_paul
312-313 Prestige Meridian 30 MG Road Bangalore 560 001 India
Photo Courtesy Powru Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul published by Tata McGraw-Hill in 2009 Please visit wwwnomoneymarketingorg for more information
All rights reserved No portion of this presentation may be excerpted or reused without the authorrsquos written permission
Writer n A person entrusted with managing a tea or coffee estate including the marketing and operational management A trusted advisor of the estate owner Origin Colonial English
Paul Writer n A trusted advisor to brand owners
West African symbol or adinkra for ldquohelp me and let me help yourdquo
Thank You
Wednesday 23 December 2009
