Admin, Author At FableSquare

Voice of an organisation

by admin | Jun 7, 2018 | Media

In today’s dynamic business environment, corporate communication has emerged as an integral part of every enterprise and offers ample job opportunities

Think of corporate communication as the voice of an organisation. It speaks internally, to employees, as well as externally, to suppliers, vendors, media, investors and other stakeholders. It speaks when things are going well in the corporation and when there is a crisis. As with all good and effective communication, it must be clear, consistent and controlled. There are many varying aspects of corporate communications, and they can all affect or contribute to an organisation’s reputation. Effective communication matters in today’s global economy as it serves as the conscience of the corporation and determines the organisation’s reputation especially since the need is to communicate across various socio-economic groups, languages, and cultures that may be present within an enterprise.

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Source: Times of India – Education Special (NOIDA)

The World Runs on Word of Mouth

by admin | Jan 5, 2017 | Influencer Marketing, Marketing

About 3 years ago my friend started telling me about this new motorcycle (KTM Duke) that was coming into our country pretty soon. At first I didn’t read much into it, but after a little while I was curious so I started checking it out and took it for a test ride and the next thing I know I was walking out of the showroom with the keys to my new bike. I know for a fact that I have done more than my fair share of Word of Mouth marketing for my motorcycle’s manufacturer without them even prompting me to do so or even knowing about it.

Word of mouth is one of the oldest, simplest and most effective means of marketing communication – Tweet that. It requires little more than the physical presence of two or more like-minded people.

01

Why is word of mouth important?

Word of mouth is an easy way for your customers to be positive about your product or service. If you think about how the majority of people make their purchases it’s usually because of a recommendation from a friend or family member.

02

Is word of mouth effective?

Any customer who is satisfied with your services or products is going to tell their friends and family members about it. They are likely to try it out for themselves and if they are pleased will, in turn, tell other people about it. It’s a little like a chain reaction.

03

My company and its products/services might simply not come up in conversations between people, what then?

Word of mouth marketing is not restricted to solely oral communication. As all good things do it has evolved to be used across various platforms and modes of communication and mass media. There are, for example, entire channels on video streaming platforms dedicated to trying out products and reviewing them. In some cases even blatantly promoting said product/s.

04

Alright, I’m convinced that it’s viable, but how do I get into the domain of word of mouth marketing?

To begin with, make sure that you are giving your customers a quality experience/product. Consumers that are happy with their purchases and or experiences are almost certain to want to tell people about it. The promotion aspect takes care of itself in a few ways. Think back to when you were a kid and you bought a toy and you really enjoyed it. The first thing you wanted to do was tell your friends about it.

05

Will it help my company get the recognition that big ad campaigns offer?

Word of mouth has a way of being very cost effective, in that you don’t have to pay people to do it – Tweet that. Big ad campaigns take a large amount of capital and are not always effective and in some rare cases can even backfire. The only immediate downside to word of mouth marketing is that one customer or a user may have a bad experience and may offer bad reviews or negative word of mouth. This is fixed if the issue or problem that customer faced is addressed in earnest.

“A customer talking about their experience with you is worth ten times that which you write or say about yourself.” ― David J. Greer

Fractional CMO – Less is More

by admin | Jan 5, 2017 | Marketing

$fractional cmo$

Fractional CMO’s – what they do, why they matter and what advantages your business can reap from having one in your organization.
For the uninitiated, let’s start by understanding what a CMO does and why businesses need them.
A CMO is a Chief Marketing Officer and they have a vast array of strategic services to offer. They can monitor and create everything from branding and positioning tactics, up to ensuring the viability of marketing investments and making sure that there will be visibility and brand awareness. Now most businesses that have been around for a while will have a full-time CMO, the “right-hand man” of the CEO.

CMO’s help increases qualified lead flow, co-create and support integrated sales and marketing processes, and help shorten the sales cycle by identifying and removing possible friction in customer acquisition efforts. So it is established that CMO’s are vital to any organization, especially for SMB’s considering how important brand positioning, marketing, sales and support are for an up and coming organization.

However, a seasoned CMO can be expensive and might cost well beyond the limited budget of an SMB. Most startups and SMB’s do not have the kind of budgets and service requirements that a CMO can work with full time. Not every startup can afford a veteran who has truckloads of experience and insight on how things should be run. So how is a small business or startup that wants the expertise and experience of a seasoned CMO supposed to afford one?

Introducing the concept of a Fractional CMO. Fractional CMO’s can offer their services on a part-time or task-to-task basis. SMB’s and startups can now acquire the services of an experienced CMO without having to bear the brunt of the price tag that comes with a full-time CMO. A fractional CMO can help you increase qualified lead flow, build integrated sales and marketing processes, and win business faster.

To sum it up, a fractional CMO can help your organisation:

01

Save Money

Will not cost as much as a full-time CMO.

02

Bring in Best Practices

It will identify and fix gaps in the marketing plan and help create a rich pipeline of prospects.

03

Bring in Knowledge and focus

Consistent, relevant & targeted efforts on offline and online mediums in the right mix will get you better results.

In most small businesses the CEO also takes the ownership of marketing and due to stretched schedules, marketing takes a back seat. Having a fractional CMO will ensure consistency and focus, which will bring in best results.

However it is important to understand that CMO’s are not one man miracle workers, they will work with your marketing team, directing their efforts to get things done.