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Be Unique, Jessie Paul says at BIMTECH’s 6th Indian Marketing Summit

By Esquared Subscribe to RSS | May 29th 2012 | Views:

“Digital Marketing is the buzz word in marketing today,” says expert Jessie Paul who spoke at the 6th Indian Marketing Summit jointly organized by the Birla Institutes of Management Technology (BIMTECH), The Academy of Indian Marketing (AIM) and The American Marketing Association (AMA).

In the current scenario, the trade off in Marketing is between time and money. “If you don’t have money, you must invest time, and your best bet is Digital Media,” Jessie Paul, Managing Director of Paul Writer says. The digital space itself is low cost or no cost. If your idea is powerful, and you word it right, you simply carry it through.

In fact, many people sell ideas, concepts – even designer wear – online and to anybody who pays. If you have the idea, the words and the time to follow up on queries, you have it made. “In India, the penetration of Digital Media is still very low,” Paul says. However, some of the powerful social media to get an NGO’s message across would be, “Facebook – because it is a mix of visual and story. Twitter is good if you have a great story. A video on YouTube would also work if you have a visual appeal, which social causes need to have.”

“The challenges that NGOs face today,” she specified at the BIMTECH Marketing Summit, “is that there are 24,000 NGOs registered today. How does your idea get support and funding? To stand out, you have to be very good at communicating your ideas and getting funding for them.”

Many NGOs attended the BIMTECH summit. Some of them spoke at it, which provided themgood exposure. The next time they want to sell something, and approach a corporate, they will have a foot in the door thanks to the recognition due to the BIMTECH exposure. “It is the top of mind recall that every NGO should be striving for.” Paul is sure.

If an NGO is able to do something really exciting, like say set a Guinness record, or organize a flash mob and get TV, online and offline coverage, “it multiplies their reach and gets through to people who are not on the digital media as yet,” she says, before going on to talk of an example that is on everybody’s mind – and lips – today. The Kolaveri Youtube video that had every TV channels talking about it.

Paul has some more advice: tell your story without the gore. There really is no need for an NGO to show visuals of abject misery. “It makes people uncomfortable and when they are uncomfortable, they are not about to pull out their cheque books and write out a donation,” Paul’s is a first-hand observation. “Instead,” she advises, “They could just calmly tell their story in an interesting way and people would listen..” Gore and utter misery makes people feel powerless to help.

There are ways to make your cause interesting. “PETA, for example, they have taken ideas from traditional marketing and aroused interest.”

Paul talked about how if an NGO is into recycled clothing, they could have a fashion show with recycled clothes or get NIFT involved into designing garments using the theme of old clothes.

Jessie Paul is experienced in the business of social marketing. She has ideas for putting messages across in ways that are interesting, unique and memorable. The idea is to fulfil the purpose of creating awareness for the NGO’s cause.

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