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18 Oct, 2012
Issue # 95
| Paul Writer Marketing Booster Shot
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Yo!
As India starts moving into the festival mode (for non-India based readers, no, we're not always celebrating something - we take 3 months off), we are feeling a bit out of it. We are working! With one client moving towards a grand launch complete with rock concert, and preparations under way for two programs on Nov 8 - Maharanis of Business and M.IT.R -2 as the gala cocktail party that follow's IBM's CMO-CIO Leadership Exchange we'll have to content ourselves with dolling up in office and eating mithai. Hint - send us some :)
This week's big marketing opus was Red Bull Stratos. And we have a piece on that by Hilton Barbour. But it set me wondering. How long does the impact of this stunt benefit Red Bull? How soon will they have to do the next one? And does it have a purchase benefit beyond top of mind recall? And does NASA congratulating Felix, translate into an endorsement of Red Bull? And will this spur more brands to sponsor "I did it first" type achievements? Krushnaa Patil struggled to get funding in her early years - in fact still has pictures of herself with various product wrappers on mountain tops (http://www.inktalks.com/projects/krushnaa) Will that situation change as more brands see the value of supporting the 1% that add joy to our mostly mundance existences? Or is that still a luxury? Let me know.
I was in Pune last week to speak at NASSCOM Emergeout, and it was awesome meeting our readers there. Loved the Westin where the event was hosted. Very nice people who certainly knew how to cultivate loyalty --and a good example of how you can market luxury without price drops. Hanging out with Ram Mohan Sundaram, Virginia Sharma and Shivangi Nadkarni at TJ's Brewery just topped off a wonderful day. We must do an event in Pune soon - just so I can get back :)
Oh, and you know what I'd like as a Durga Puja gift? Share this with a friend!
Happy Holidays!
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by Virginia Sharma
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Now, everything is getting tagged so that the data we collect can be monitored and analyzed to make certain recommendations, decisions etc. This is what Smarter Planet is all about at a macro level, isn't it?
A Smarter Planet is inhabited by digital citizens whose emit "digital body language". A term coined by Steve Woods in 2009 that I recently heard at a conference.
Digital Body Language is"the online equivalent of the facial expressions i.e. how one sits, what direction their feet face". Christine Crandell had a good analogy in her webcast on the topic: "In the digital world, we can't see feet but we can see footprints." These footprints can be email responses, return receipts website visits and queries, information downloads, online surveys and polls, keyword searches etc. The Connected Consumer researches and evaluates products and services through websites and online networks long before our teams get involved. The reality is field teams have fewer opportunities to be in front of prospects to pick up visual cues or signals because buyers would prefer to self educate and are less willing to give face to face time. Similarly, the networked workforce expected their employer to offer them social collaboration tools like web meetings, instant messaging, communities etc. for them to unleash innovation and maximize productivity.
Read on for more... |
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Take the First Step to Improve Your Marketing Performance
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| ITSMA - Julie Shwartz & Laura Patterson |
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If you could make just one change to significantly improve your marketing organization's ability to measure and manage performance, what would it be? According to the ITSMA/VEM Marketing Performance Management Survey, alignment is the secret sauce.
One quarter of the 405 marketers who participated in the ITSMA/VEM survey reported that the CEO would give the marketing organization an A for implementing initiatives that enable the company to achieve its objectives. What are these "A" marketers doing differently? It all starts with alignment.
Best-in-class marketers are better at aligning marketing's objectives with the goals of the business and are able to both measure and communicate their contribution, thereby more clearly demonstrating marketing's impact and value to the leadership team.
The aspect of alignment that marketers seem to find most challenging is measuring marketing's contribution. 90% of the "A" marketers strongly agree or agree that they are good at measuring their contribution compared to only 51% of the middle of the pack marketers and 38% of the laggards.
Get the results and details here...
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 Red Bull Stratos and the Ascension of Challenger Brands
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| By Hilton Barbour | | 
OMFG, he friggin jumped!!
Did you see that, that dude just jumped. From space!! God damn, but that is just friggin crazy!
On Sunday October 14th I, like millions of others across the globe, watched Felix Baumgartner fall 128,100 feet reaching a top speed of 1,342.8 km/h before touching down to Earth.
I can't begin to do justice to the many incredible human stories swirling around this event. Those stories are being written by others far more qualified. But, as a passionate Challenger Brand fan, I have some license to comment on the Red Bull story.
To me Stratos personifies why Challenger Brand thinking is on the ascension and how, in a marketing world obsessed by catchphrases like "content" and "engagement" real Challenger Brands are leading the way.
Read more here...
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Nestlé First 1000 Days: Creating A Healthier Generation Using Facebook
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by Vinaya Naidu - Lighthouse Insights
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Here we dig in to see what is Nestlé First 1000 Days and why this Facebook community is the most engaged one.
I got to know about the Nestlé First 1000 Days Facebook community from the Social Bakers September report on the performance of Indian brands on Facebook. Nestlé First 1000 Days had topped the list of Facebook brands in terms of daily page engagement rate for the month of September, by giving a lead to an assorted list like Shaadi, Greenpeace, Infosys, Pears, etc.
While there isn't a magic formula for having a good engagement score, brands can always aspire to create an honest engagement with their community. Sometimes brands who topped this list were also the ones with a month-long campaign but when I visited the Nestlé First 1000 Days, I was stunned by what I saw. The community page is an active one marked with relevant discussions with parents and content is beautifully aligned with community goals.
So, lets explore!
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6 Ways to Create Content that Catches Attention
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| By Scott Aughtmon - Content Marketing Institute |
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The poker game that led to the first major victory of the Revolutionary War
On December 25, 1776, General George Washington quietly crossed the Delaware River with his troops. Their destination: Trenton, N.J.
The Hessian regiments were camped in and around the Trenton area. That night they were attacked by Washington and the American Continental Army. On December 26, 1776, the colonists had won their first major victory of the Revolutionary War.
The most surprising fact of the whole event?
The battle might have had a completely different outcome if it wasn't for one thing: a poker game.
Read on for more...
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We have 2 very interesting events lined up in the coming month:
Maharanis of Business: A Breakfast Roundtable
8 November, 2012, Kingdom of Dreams
An exclusive roundtable breakfast with the leading ladies of business in India in Delhi/ NCR on 8 November, 2012. Meet with IBMs Sandy Carter and exchange views on leadership, personal branding and the role of diversity in stimulating innovation over a unique networking meet. Co-hosted by Paul Writer and IBM this event is by invitation only
More information available here...
CIO + CMO Connect - M.IT.R Fellows
8 November, 2012, Kingdom of Dreams
IBM and Paul Writer bring out another CIO+CMO Collaboration event - for the M.IT.R Fellows (Marketing and IT Recognition). A showcase of success stories of Marketing & Technology integration in organisations. This is scheduled be held in Delhi/ NCR on 8 Nov, 2012. The format is an all day CIO+CMO Workshop followed by cocktail gala evening to recognize the CMOs and CIOs of organisations where marketing and technology work together towards driving business goals and strategy.
Do contact us for more information on these events
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Enjoy!
Jessie Paul
CEO, Paul Writer
Advisory | Workshops | Digital Lab
Upcoming Paul Writer Programs:
Maharanis of Business, Nov 8, New Delhi
CIO+CMO Connect - MITR-2, Nov 8, New Delhi
Visuals sourced with thanks from various online resources. Acknowledgement provided in the main article.
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