10 Innovative marketing  techniques for todays business landscape

This article appeared in Arabian Business-Start Up Magazine in Dubai May issue. Here is the article in text form.

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The current business landscape calls for a rethink of your marketing strategy. As CFOs tighten budgets and question marketing spends, CMOs have to still meet targets and ensure the organisation is continuing to grow. Marketeers are faced with the quandary of continuing efforts in increasing the visibility of their brand and staying top of mind with their consumers while working with reduced marketing budgets. Reduce your marketing efforts and you face the threat of losing market share or helplessly watch a new entrant capture mind share of your consumers immediately.

Given this scenario, marketing today requires a blend of innovation and imagination. The key is to take on the challenge and find new ways to create demand and interest in your product or service. Here are 10 innovative methods that can help businesses market their business, connect with prospects without increasing marketing spend.

1.Word of mouth

“Do what you do so well, that people cant resist telling others about you”

-Walt Disney

Word of mouth is one of most powerful mediums of marketing because it comes from happy customers. Creating evangelists for your business needs to be engineered right across every department of the company. If the goal of the organisation is to deliver a customer experience thats so spectacular that it surpasses the client expectation by a mile. A delighted customer will shout your name from rooftops. Mapping the customer experience step by step of the buying process and studying ways to wow them at every interaction ensures this. Do the unexpected and don’t just meet their expectations- shock and awe them with delight. Apple has customers who are evangelists converting everyone they know into the fold and will never ever move brands regardless of whatever option comes their way.

2.Increase conversion rate

“If content is king, then conversion is queen”

-Jon Munsell

Time needs to be invested to relook at the complete process of client acquisition. What steps can be put in place to double the current conversion? If you are at 25%, can your big hairy audacious goal be 50%? Its a good time to relook at your website, what you say, your SEO, first meeting, marketing presentations, quotes, pricing, negotiation strategy and even what rituals can help build trust. Mapping the clients decision process in detail and juxtaposing what you can do the influence the decision your way can help. Think out of the box, think funny, think values, think persuasion and go ahead and implement it immediately!

3.Social media

“Activate your fans, don’t just collect them like baseball cards “

-Jay Baer

Social media today has democratised marketing and client engagement. It means that the person with the best ideas and client engagement wins and not the one with the biggest ad spend. Even the smallest companies can easily create compelling viral content that can interact and emotionally attract a consumer. Its not about the number of fans and paid followers, its about the engagement and building brand loyalty and eventually converting to a sale. Social media is the most cost effective way to reach out and seek to your consumers on a one to one basis. Once the brand DNA is established, the brand needs to be humanised to connect. Based on your demographic and target there is a right medium or a combination of social media platforms that reach out and build bridges with consumers. Social media is also a double edged sword where customers will shout from the rooftops if they are unhappy and a company needs to have a clear and authentic method to combat and resolve issues immediately.

4.Existing and Past Clients

“Customer service should not be a department, it should be the entire company”

-Tony Hsieh

Acquiring a new client is 7 times more expensive than retaining an existing client. It’s even more important today to ensure that your existing clients stay forever. Calculating the lifetime value of a client to the company and then focussing all efforts to retaining them. Every department should know the importance of an existing client and alarm bells should sound if you lose even one. Reconnecting with clients who have done business with you in the past is another way to focus on a target segment and win business with someone who already knows you. Make those phone calls, dust that rolodex and reconnect. Ensure you have a drip marketing system in place to inform your past clients or your current achievements and activities without reaching them spam or junk mail.

5.Get out of the office!

“The magic to a great meeting is all of the work thats done beforehand”

-Bill Rusell

The best way to increase conversion is to meet more clients. Increasing the number of clients you meet is directly proportional to the number of new client acquisitions. Plan meetings closer to each other so you can do more in a day. Create systems to reach out and meet prospects. All your marketing efforts should be engineered to connecting with your target clientele.

6.Public Relation

“If I was down to my last dollar, I would spend it on Public relation”

-Bill Gates

PR tells your story and instead of you professing your strengths, this allows other people to speak about you. Having a clear strategy on what strengths and stories you want your consumer to hear is the first step. Listing which mediums you want to be heard in and what stories can enhance your expertise is the next. Engaging with a specialist company ensures a clear strategy and a consistent effort which is long term. Many companies make the mistake of expecting immediate results. PR is brand building over a long term and will not result in an immediate sale.

7.New geographies

“If Opportunity doesn’t knock, build a door”

-Milton Berle

When the going gets tough, looking at markets which still have demand and a growing consumer base is a great idea. This is a tougher and a more expensive prospect but it balances your risks. Investing in new and emerging markets bears fruit in the future. New markets which don’t have long flying hours, that don’t have much competition, have low set up costs and have potential demand for your product or service are good parameters for selection.

8.Networking

“The best marketing doesn’t feel like marketing”

-Tom Fishburne

Connecting with potential customers and partners on an ongoing basis is critical to grow your influence as an entrepreneur. Join business networks, industry associations and conferences to grow your bandwidth of contacts.

9.Showcase industry expertise

“You must become an expert on a product, service or anything you write about to really be effective”

-Joseph Sugarman

Speak at conferences, write articles, blog, lecture and position yourself and your organisation as an expert in your field. Assume expertise in your subject and ensure you are one too. Educate yourself, keep track of trends and devour information on your subject field. Become and influencer and a voice for your industry and this will convert to business eventually.

10.Reposition the brand

“Its time to reset, rethink, reposition…”

-Hunter Hayes

A challenging business scenario is a good time to relook and rethink what your company is, what your weaknesses and strengths are, questioning if you really have a USP or an edge over your competition. This is the time to get better at what you do, improve and look within. This is a good time to rebrand, redo your image and express your differentiated strength clearly to your consumer and target clientele.

“Marketing and innovation produce results; all the rest are costs”

-Peter Drucker

The author Sajith Ansar, is the founder and CEO of Idea Spice, a branding firm that has helped 1000s of brands innovate and market themselves internationally.

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Having fun sketching! 

I am managing to take out precious time every day to sketch. Still exploring quotes and concepts that inspire. The addition of using water color pens has allowed a add a dash of color to bring alive these ideas. I am also having a blast with the ribbon style 3D typography that’s allowing the words to look fluid and free. 

   
         

20 Quotes every designer will love!!

 

Here’s a collection of wisdom converted into visuals. These are curated mainly from Pinterest and I don’t know the source for most. Each of them inspire and sympathise.Many of the visual quotes/ phrases connect and summarise the thoughts of a creative individual. Have fun browsing and add your list to them.

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The wisdom of getting rich and 5 untold secrets

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I find it fascinating meeting successful people and understanding what makes them who they are, absorbing their secrets to success, seeking inspiration and lessons. Over my  interactions with hundreds of entrepreneurs, I see extremely intelligent and innovative people struggle financially, dropouts become billionaires and billionaires become unhappy and unfulfilled. Then there’s a rare species that gets it all perfectly balanced.

A few questions I have often asked myself are:

“How do some individuals become so rich? What do they do different? “

How come certain people suddenly rocket across the business stratosphere? What suddenly shifts?”

“Why do some people who come across as inspirations turn out to be a facade of optimism as you peel away the layers? ”

“Why do so many achievers speak of regretting that they didn’t stop and smell the coffee along the journey?”

It’s interesting that how much money you make, how much you retain with you, how smart you are, how rich you are and how happy you stay is not always linked nor proportional to each other.

Having read so many books, research documents and discussed with mentors and role models, I have begun to comprehend some interesting home truths. They are so simple and staring us in the face. As I tried experimenting and began to feel the impact of the wisdom and found paradigm shifts in business and life.

The 5 important secrets are:

1.Resetting the financial thermostat

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Each of us have a relation with success and money. This evolves as a mix of genetics, experiences, things we have heard, preconditioning and internal decisions we made along the way. We often hear phrases like “you can’t make money without losing your ethics”, “dirty money” “money only brings unhappiness” and many more phrases and notions that condition our minds against it.

Deep rooted inhibitions with finance often create a love hate relation with money. Our grandparents and parents have views that stay rooted after generations. This festers like an old wound and leaves a scar.

I ran my business for years without thinking of money and as a creative person feeling that money is not a good thing. I discovered that my expenses would get covered because that was my desire but the cup would never overflow.

The simple rule is that money comes to those who love and desire it without contempt. When money is not a dirty word and welcomed with a red carpet, she visits and stays. When you long to be with money without cringing and when it’s not desired just for the material benefits of money, she appears.

This is the one simple first secret of every book on success and money. The intense desire for it. It’s as simple as that. If you intensely desire money and welcome it with open arms, money comes.

The starting point of all achievement is desire.

-Napoleon Hill

2.knowing what you want and having a map

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Imagine you are on a road trip and you want to drive to a nearby town and decide to get there without a map. You then decide you won’t ask for directions or follow the signs and don’t even know what the town is called. You set off and make a journey and you do reach somewhere, but with no reference point how far away you are and where you are. You are never going to reach and needless to say you would never know how far you are from where you want to be.

It’s the same with visions and goals. You need to know where you are going. One of the simplest secrets successful people share is that they knew what they wanted and where they were going. Writing down your plans like you already achieved them triggers actions without you realizing. Making a vision board and seeing it every day increases the chances of fulfilling them even further.

When you know where you are going, every crisis and issue become deviations, you just need a side lane to get back to the main highway of your goals.

The same rule eluded me. My vision was to do great work, work with good people, have a chic office and a cool car. All the wishes were granted very soon and then growth stagnated because I hadn’t reset my map not broadened my vision.

You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something – your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.
–Steve Jobs

3 . The magic of saving

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The simplest rule of money is to increase your income, reduce your expenses and make sure theres a lot in between both. Then you got to keep it that away and widen this gap year on year. Ideally the expense shouldn’t grow more than inflation and the income should grow exponentially.

Having the discipline to force yourself to save needs a mindset change. How often I have caught myself saying that I had less expenses when I had less money. The secret is to spend much lesser than we make.

The joy of seeing money as investments and not just a means to spend more needs a mindset change which creates paradigm shifts. Having your rental income cover your regular expenses and your investment interest pay your luxury EMIs is a big high.

The day it dawned on me that cash is the king in business and the oxygen that keeps it going, I sensed a remarkable turnaround in strategy and direction. There are so many nooks and corners and hidden recesses where unnecessary expenses stay hidden without realizing as I moved along. I call it the spring cleaning of unwanted expenses and this needs to be done every 3 months.

Too many people spend money they earned..to buy things they don’t want..to impress people that they don’t like.
–Will Rogers

4.Learning to give

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One of the most important secrets of wealth sharing as I read, spoke and understood is the ability to give. To share our wealth knowing that it comes back to you even more. As we move to an abundance mentality away from scarcity, the mind programs itself to know that as we give, more will take its place.

Rockefeller, Carnegie, Gates, Buffet are all well known philanthropists. In a letter to his son, Rocketfeller wrote, “…in the beginning of getting money, away back in my childhood, I began giving it away, and continued increasing the gifts as the income increased…”

For it is in giving that we receive.
-St. Francis of Assisi

5 . Enjoying the ride

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When I converse with people who inspire me, I often ask them if there are any regrets along the way. The pattern of the answers is always the same “I wish I had watched my kids grow up” “I wish I had taken more holidays” “I wish I had more time for myself” “I didn’t spend enough time with my wife” “There’s a million things I didn’t do because I was busy making money”.

Everything you make becomes worth it when every day is lived like its your last day. What is money if you can’t enjoy it with the ones you love, if you don’t have time for yourself and for finding yourself too on the journey. I believe you get richer with experiences. As you get rich, your life needs to get richer too.

Early enough we need to decide that the pursuit of wealth doesn’t have to be devoid of soul, that the journey will be a celebration and not a struggle.

I needed a major mindset shift from my 90 hour weeks I proudly practiced in the initial years of business. Waking up and deciding that I want to enjoy the ride and never regret a moment helped to change the way I enjoyed the journey. The trick was to focus on things I am best at and termed “play” and finding other people or outsourcing tasks which was “work”.

It’s good to have money and the things that money can buy, but it’s good, too, to check up once in a while and make sure that you haven’t lost the things that money can’t buy.

–George Lorimer

 

 

Try out these simple ideas and see the effect!

Great blend of architecture and fashion

 

Hotel The Exchange is an independent fashion hotel in central Amsterdam that playfully weaves together fashion and architecture in unique rooms ranging from one to five stars.

At Hotel The Exchange fashion meets architecture in the most unexpected and inspiring way. Rooms are dressed like models by young designers from the Amsterdam Fashion Institute (AMFI), allowing guests to sleep in fashion and wake up in style.

Hotel The Exchange * Amsterdam Fashion Institute | Design Gallerist | Rare & Unique Products.

Engaging brands- an example!

I was at a conference today at Media one hotel dubai. The conference room at the business center was such a fresh breath of air. What was usually a strait jacketed atmosphere in a typical corporate settings was turned into a fun and engaging experience.

A message in the lift for the business center set the tone saying “if you are wearing a tie, this is not the place for you”. Set in the media city of dubai, the place new it’s target audience and had created the vibe for the creative clientele.

The attention to detail from the graphic red glasses, cutlery, candy in jars and the fun messages across all stationery was fresh with a hint of mischief. The coffee mug had various messages, note pads, writing materials and posters too. I could constantly see every participant smiling and connecting emotionally with the space.

This is what branding is about. Connecting emotionally and engaging the consumer and creating a memorable experience in the consumers mind. This place so nailed it!

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How we do what we do! How we added spice to over 1000 home grown brands!

A short animated film which explains the how, what and why of Idea Spice. This film explains in a fun manner who we are and what it takes for startups and SMEs to stand out from the clutter and connect emotionally with their consumer. We storyboarded this film and Ti22 animated the film. We had a blast making this film, hope you enjoy seeing it!

The effect of inflation on superheroes: info graphic

 

 What a cool idea to explore! The effect of inflation on superheroes!!

Emil Lendof, Bob AlGreene and Nina Frazier  look at how inflation could have affected superheroes. They look at the cost of their lifestyles from when they were first created and the equivalent cost today.

The Price of Being a Superhero Infographic | The Coolector.