1. Marketing
life Prospective
arif.mahmood@live.com

2. It’s not the same
• New medium with different rules
• You need to understand the rules or
get someone who does
• Traditional rules will not work

3. Planning is everything
• Strategy is your plan of attack
• Research the playing field
• Come up with your unique solution
• launch

4. New strategy
• Research
• Targeting
• The idea
• Execution
• Marketing
• Measuring
• Improving

5. Research
• the competition
• brand
• audience
• budget
• timeline

6. The competition
• What are we doing in the space
• Find out how high should our brand
jump
• How can we be different?
• Do not try and beat them on their own
field! The price war has it’s price!

7. Brand assets
• Name, logo
• Position in market place
• Current customers
• Brick and selected stores

8. Assets
• Properties that grow in value
• Brands are assets
• People
• Skills
•

9. Customer touch points

10. What am I selling?
• Positioning
• Nike is not selling shoes – it is selling an
“I can” feeling.
• What feelings do we give to our users
when they use our product?

11. My audience
• Who are our customers?
• How do we communicate with them?
• Who are our evangelists?
• Can we offer something different to
target group?

12. Where are users?
?
?FMH ?

13. Exercise one
• What’s brand?
• What selling?
• Who audience?
• What doing?
• Who evangelists?
• What are they doing?

14. What’s problem?
• audience is getting older /hungry and
need to reach younger /professional
demographic?
• competitors are pushing us out?
• don’t have an email list blog etc?
• no forward thinking

15. What’s my goal?
• most valuable brand?
• get 1000 new users every year?
• take over season?
• get best PR?
• save money?
• get demographic target?
• find permanent user for a product?

16. The tools
• promotion one to one
• blogs /Product
• user generated content
• CSR

17. timeline considerations
• short and fast ( time )
• build slowly and methodically ( user)
• season promotions

18. trust
• users trusts us?
• keep your words
• user expectations and priorities are
known to you
• minimize excuses

19. Investment
Account opening
relation building
Extra care
follow-up

20. What you give is what you get
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8

21. What can I give?
• Education
• Help –
• Health
• Environment
• Entertainment –
• Power
• Service –
• Personalization –

22. The idea
• Innovation
• No copy
• Creation
• Develop and design

23. Check list
• A
• B
• C
• D

24. Learn from the best
• A
• B
• C
• D

25. Who is going to:
• Research brand
• Strategize the plan
• Manage the team/operation
• Make the thing
• Keep it going
• Launch it
• Measure it
• Improve it

26. Measuring

27. Improving
• Invite feedback
• Monitor feedback
• Improve - one thing at a time
• Monitor feedback
• Improve again
•Users expect to keep improving
•Users want you to surprise