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16 August, 2012
Issue # 87
| Paul Writer Marketing Booster Shot
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Yo!
For the first time ever, Paul Writer is doing 2 programs in one week! We are keeping our fingers and toes crossed, but so far, so good.
Our Futurist CMO Conclave in Delhi on Aug 23-24 features a session that I think is very relevant to any expert today - How to Write a Book. Not the Chetan Bhagat type, but a business bestseller. Like a Ram Charan or Jagdish Sheth or Seth Godin. Nice, no? So get your book pitches ready and sign up for the program! We also have a Murder Game by Riti's Murder Games, and 2 back-to-back sessions on reading minds with two entirely different perspectives by Gayatri Swahar of Nielsen Neuro Marketing and Nakul Shenoy, our favorite UI designer and expert mindreader. Really. This is in addition to practitioner perspectives from CMOs from firms like Citibank, Tupperware, Amway, Myntra, Standard Chartered, L&T Insurance and others. And a marketing for good session by leaders from CRY, Goonj and Suzlon.
Earlier that week, on August 21, I & Stanley Rao look forward to hosting stalwarts from Aegis, IBM, Infosys, Mahindra Satyam, SAP, Tally, and Wipro across 2 separate power panels at the Marketing Summit, Bangalore, which has Jeffrey Hayzlett keynoting.
Thanks so much to our partners, Strategic Outsourcing, One97, Dell, Unmetric, Royal Orchid Hotels and Freethinkers for making these opportunities possible.
I know that many of you are probably on vacation enjoying the long weekend, so hope this newsletter provides good holiday reading.
And if you're uploading happy pictures to Facebook, do spare a minute to "Like" our page :)
Enjoy the weekend and Eid Mubarak to those who observe this festival.
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CMO Hall of Fame : Interview with Sumit Virmani, AVP & Global Head Corporate & Product Marketing, Infosys
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by Paul Writer
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"As we reinvent the brand, the focus is on evangelizing the 'Building Tomorrow's Enterprise' promise" - Sumit Virmani, AVP & Global Head Corporate & Product Marketing, Infosys
Sumit Virmani heads corporate and product marketing at Infosys and is responsible for realizing Infosys brand ambitions globally. He also leads marketing for the Infosys products and platforms portfolio and has driven the evolution of multiple brands including the Infosys flagship product brand Finacle.
Sumit comes with over 15 years of experience in international marketing. Prior to joining Infosys, he has worked with Polaris Software and the Tata Group where he acquired his specialist skills in brand development, marketing communications and demand generation.
Sumit Virmani joins Paul Writer's CMO Hall of Fame program that recognizes senior marketers who are developing and enhancing the marketing eco-system in India. The program is by invitation only and individuals are selected for this honour based on their career track record and peer reviews.
Read the interview here...
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What Social Content Works Best for Engaging Luxury-Minded Consumers?
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by Doug Schumacher - Content Marketing Institute
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If you are in the business of marketing luxury fashion brands, you've almost certainly asked yourself what kind of Facebook content will best engage your target audience.
I am going to give you some help in finding those answers by looking at key indicators of how this audience uses social media. My goal here is to identify some of the major content themes across the luxury fashion industry and see what posts are driving the most engagement. But, of course, marketers looking to reach luxury-minded consumers in any category will likely benefit from this information.
The analysis covers all content posted to the Facebook walls of each brand during the time period of April 1-June 30, 2012. While each brand will certainly have a set of specific subjects that represents it, what I'm going to look for here are overall industry themes that perform well across all or most of the brands. These are things that both reflect the entire luxury category and give marketers more universal insights that can be applied to other luxury or fashion brands. So let's take a look at which brand's pages are most engaging, and what's driving that engagement. Read on for more... |
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CMO Hall of Fame : Interview with Sumanta Ray - Chief Marketing Offiicer, Narayana Hrudayalaya Hospitals
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By Paul Writer
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"We are on a journey to delink quality healthcare from affluence"
Sumanta has over 15 years of experience in Sales & Marketing, Branding and International Business Development. He started his career in brand advertising and subsequently moved to marketing roles in retail, telecom, financial services and healthcare, with stints in leading organizations like Airtel, Reliance & Apollo Hospitals, prior to taking charge as the CMO for the Narayana Hrudayalaya group of hospitals.
He has been the recipient of the "Campaign of the Year" & "Best Campaign - Banking & Finance" awards at the CMO Asia Awards 2010 in Singapore for developing the "All is Well" advertising campaign for Reliance Life Insurance as well as anchored the same brand for Interactive Avenues (the digital agency) who won the Silver at the Indian Digital Media Awards (IDMA) 2012 for "Best Integrated Campaign - Social Cause" and "Best Use of Social Networks - Social cause" for the "Boundaries for Books" campaign for the same brand.
Sumanta Ray joins Paul Writer's CMO Hall of Fame program that recognizes senior marketers who are developing and enhancing the marketing eco-system in India. The program is by invitation only and individuals are selected for this honour based on their career track record and peer reviews.
Read the Interview here...
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Building High Performance Teams
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By Sangeeta Sundaram
| |  My initial years were spent as a market researcher. Most of the time I was an individual contributor, doing my bits in the research chain. As I moved out of research and into corporate communications role, I had to learn to manage a lot of vendors and how to make them work together. I still continued to do my own thing as I was the team and the manager, all in one.
As I progressed further, I suddenly realized that the volume of work had grown manifold. Now I needed a team.
Once I started putting the team together, I realized the team also needs to be high performing.
Once I hired for two or three roles, it became clear that I have to invest significant amount of time in hiring the right people. It's important to have the person with the appropriate skills, but the right attitude was even more critical. I also realized that if I didn't have the right person in place, any amount of training wasn't going to help. I learnt this the hard way. As a manager, investing time to recruit the right people for the team, is the first critical step. This is an activity that cannot be just delegated to a recruitment person.
Right people join and stay when they are excited about a compelling vision. I needed a vision for the team and had to articulate it clearly. Once I had the team, it was critical to rehearse the big picture consistently. Every person on the team has to share that common vision and the goal. That is the most effective way to keep everyone aligned and involved. And it was not enough to do this once a year, but multiple times over the year, to ensure that each of us saw the same picture ahead.
Read the blog here...
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| Paul Writer | | 
Paul Writer has speaking engagements and association with a few upcoming marketing events and afcourse we are organising our flagship event The Futurist CMO 2012 in August this year. Get all the information about these events in our event section on paulwriter.com
Futurist CMO 2012, August, New Delhi
Are you a forward-thinker? Youʼre intrigued by how digitization is changing marketing. Youʼre not a geek, but have a technology roadmap for your team. Youʼre thrilled by the changing role of the CMO. Then you should join us, and a hundred other senior, forward-thinking global marketers for the second edition of
The Futurist CMO 2012.
The Digiratti Awards drew a lot of great entries and the winners will be announced at the event.
Registrations are open and there are great offers if you are 2 or more colleagues joining the event. Register now!
Have a look at the updated agenda and speakers.
CMO Marketing Summit, 21 August, 2012, Bangalore
This Summit 2012 brings together the leaders and the brilliant minds of the Marketing industry at Bangalore (August 21, 2012). CMO's can learn advanced Marketing strategies, Digital Marketing & Social Media techniques from these industry leaders. The Keynote speaker for the event is Jeffrey Hayzlett - a global business celebrity and former Fortune 100 c-suite executive More details are available here Think Glocal Conference 2012, September, Mumbai Think Glocal Conferences is a banner started by Attitude Events Pvt Ltd in the year 2011, to conduct knowledge based business conferences in India. The second edition of Think Glocal is on a larger and grander scale with the theme of "Building Brands", a Journey towards building a strong Brand. Get all the details here... |
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for progressive marketers
Visuals sourced with thanks from various online resources. Acknowledgement provided in the main article.
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