marketing 101

Marketing 101

An exchanger’s guide to smart sales…

Expectation Setting

•Think as an organization and not an individual/department•Think long-term sales progressions and not only in terms of short-term goals• Be receptive to a new outlook towards sales•IMPLEMENT what you learn today.

What is Marketing?

Marketing is the management process of identifying, anticipating and satisfying

customer requirements.

What is Branding?

Branding is developing a promise, making a promise and delivering the

promise.

Food for thought.

Then, who is responsible for Marketing and Branding in an

organization?

Food for thought.

What is the marketing role of the sales teams? (Exchangers, BD, event

OCs and recruitment teams)

Current Sales Structure

Direct Promotion Sale.OR

Leveraging off event related PR Sale.

Ideal Sales Structure Recommended by Marketing Dept

Market RESEARCH Positioning and Packaging Promotion Sale Feedback…

Ongoing PR and Corporate Branding

Ongoing PR and Corporate Branding

Market Research

What is my target audience?Where is this target audience most easily

available? (where should I Place my product?)Sample Surveys and Engagement feedbacking

What part of the engaged audience can be converted into paying customers?

Positioning and Packaging (of product as well as sales pitch)

What is the unique quality of my Product which will appeal to the target audience? (always emphasize

Point Of Difference. Example : PURPLE COW)

How should I package my product such that it appeals to them? (Example: change the outdated

elevated pitch or OGX ISs)

Feedbacking

Client feedback systemsStakeholder CRM tools

Member feedback system (for TMP/TLP)

Your next sales cycle should only begin AFTER studying this feedback

Unmarketing and relationship building

Your communication should always reflect

the organization.

Your clients can be your biggest promoters and best brand ambassadors.

Food for thought.

Is marketing only an external phenomenon?

Food for thought.

Is internal marketing only an HR job role?

Importance of Standardization

You are a part of an international organization. We have a STANDARD

PRODUCT. Leverage off BIGGER Brand. (Example : MTV coverage came from the BKK

name not the Udaan Brand)

Also, Translate the global mission Locally.

Importance of Database Collection

As an organization, we sell more than one product. Databases help us do

that.

Tracking helps us become a more credible organization.

Food for thought.

Who has a bigger say in the market, the consumer or the producer?

Food for thought.

Why is it as important to showcase something as it is to DO it?

Showcasing the organization through client stories

Understand the relevance of partnership recommendations, endorsements and case-studies

If you deliver the product well, your client will recommend you further. Everyone is looking for

someone who does Good work.

Be smart about it…have an endorsement based question in your feedback forms, impact reports, make it a part of the Job role of the intern etc.

Unmarketing and relationship building

Your communication should always reflect

the organization.

Your clients can be your biggest promoters and best brand ambassadors.

QUESTIONS???

Thank You

Contact for further discussion: Ishita Malhotra

VP Marketing and IMAIESEC Delhi UniversityMob : +919891112344

Email : ishmalhotra@gmail.com