1.
Public speaking
Objective of public speaking
1. To persuade (make people to think, make them to act, make them to be result oriented)
2. To inform (share learnings, what to do & what not to)
3. To impress & influence
4. Public speaking boosts confidance, Builds critical thinking, develops personal satisfaction
2. Low cost marketing ideas
4P’s & 4E’s
Product, price, place, promotion
Engagement, Experience, Exclusivity, Emotion
1. Viral marketing
2. Street marketing
3. Engagement marketing
4. Ambient marketing
5. Binge marketing
6. Cause marketing
7. Undercover marketing
8. Nano- influencers marketing
9. Challenge marketing
10. Smartphone marketing
11. Humor marketing
12. Meme marketing
13. Film based marketing
14. Moment marketing
A. Viral Marketing
Benefits
Low cost
Huge potential reach
Non- invasive
Brand building
Example- 1. chumbak brand- #BobyMissing (Delhi Chumbak Store- it was meme and story
based video) 2. Netflix- #lifewithoutnetflix (used Humor)
B. Street marketing
Unique idea is required in this type of marketing strategy
Low cost
Posters or paintings should be unique and eye catching
It leaves a recall effect (it become positive memory)
It is unavoidable (log chah kar bhi ignore nai kar paate)
E.g. mac-D made French fries painting on road, Orab-b made a tooth on road having patches,
Nike- made their logo on sitting bench and removed the sitting arrangement from the bench,
signage can be used in the street.
C. Engagement marketing
Creating positive and playfull energy at our stores
Experiential marketing, Building relationships with customer (long term, meaningful and
personalized relationships)
E.g. Starbucks (when you engage customer, we see companies who have improved engagement
increase cross sell by 22%, drive up sell revenue from 13% to 51%)
It engages every sense
Increases customer loyalty and trust e.g test drive
Increases attention
Flexible budgets
Makes your brand memorable
E.g. Coco-cola emotional attachment initiative (bharat Pakistan)
Events, Brand Activations, Retail installations
Like in our case we can just put a big TV in our store for kids and play cartoons on it for whole day
and make a proper place to sit them
D. Ambient marketing
Surprise and shock factor
e.g. Lift Picture (gym picture creatively added to lift door)
Grabs Attention
Lipton tea ( cutting trees in the shape of cup)
It Reaches a wider audience
High Traffic areas
Famous road
Non intrusive
Ambient marketing does not interfare in personal space of people
Can go viral
E.g. Rejoice conditioner (used cables)
Marketing is all about making an impact
Ambient marketing is nothing but innovation
E. Binge marketing
Binge marketing is to make audience curiosity for the next (like web series)
Binge marketing is to make people buy your product for more interesting stories (like 19 crimes
wine)
By reading this I got an idea of marketing (play games on muktai app build points there in the app
and redeem those points at your nearest store)
F. Cause marketing
Cause marketing gives you a competitive edge that goes beyond product and price
Donation for NGO’s from our business
Improves corporate image
Increases customers
Increases employee morale
Builds Good Relation with community
Edge over competitors
G. Undercover marketing
Reacher to wider audience
Increase brand reach
Word of mouth marketing
Cost effective
Product placement in viral videos (vloggers)
Hidden product promotion eg. Tyskie beer company
H. Nano influencer marketing
Nano- starter influecers 1000-5000 active followers
Guy|Girl next door
Audience is small but highly engaging
Higher engagement rates
Cost effective
Approachable
Word of mouth effect
Higher conversion rate
Increases public engagement
I. Challenge marketing
If it doesn’t challenge you, it will not change you
Correct and real time marketing
Value exchange & immediate gratification
Boosts brand awareness
Eg. Ice bucket challenge, humfit to india fit, wash bucket challenge by Ariel
Dalgona coffee, Pushup challenge, mysareemystorychallenge by craftsvilla
J. Smartphone marketing
Brands that ignore mobiles will die soon
Launch application for material buying
Get into online shopping apps
Location & personalization
Send relevant information
*cart reminder messaging
*promo code promotions
*discount messages
*messages via live location
*real-time updates
*referral code marketing
Promotion, launch, offer, sale, discount
3. Brand management
A. What is brand- elements of brand
Difference between product & brand
Brand experience
Criticality of managing brand across touchpoints
Name, logo and the msg from logo should be clear from its structure
Brand experience- everything from customer entry to exit from the store
Brand taglines- amul (the taste of india), Frooti (Fresh n Juicy), Thumbs up (taste the thunder), surf
excel (daag acche hai), LIC (zindagi ke sath bhi zindagi ke baad bhi)
Brand colour- Mac-d, KFC, Pizza Hut, Samsung
Brand Taste
Difference between product & brand
Product is a general commodity whereas brand is emotional connect
Brand has market identity, consumer trust, market value, emotional appeal, story whereas
product doesn’t have anything of these
Nirma powder advertise, Ghadi advertisement
B. Importance of logo
Explain everything about logo
C. Brand Personality
First impression is last impression always
Creates a brand Avtar
Eg. Apple, Rollex, Hallmark, Nike, amazon, redbull, Sunsilk, Loreal,
Vission misson, statement of logo
D. Importance of brand Jingles
