Right on Track with GroCurv.com- Getting Marketing right!: Recent Episodes
Venkatesh Rangachari
GroCurv.com is a marketplace for marketing services that enables young, fast growing brands to find and work with the right marketing agencies.Over the past four years, over 4000 projects in marketing have given us a front. row seat to watching young brands grow and distil lessons for us all.In these episodes we will explore different facets of marketing along with our co-founder and CEO, Venkatesh Rangachari. Venkatesh, an INSEAD alum has over 25 years experience in Marketing with large global enterprises like Unilever, Michelin and Airtel.Welcome to Right on Track with GroCurv.
Influencer marketing as a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.
But in a world with an ever increasing population of influencers, how does your brand get the biggest bang for your buck?
With so many social media platforms available and so easy to create content, how should you think about the right relationships with influencers?
Young brands wanting to grow fast. Yet, they face some amazing and unique challenges that more mature brands have overcome, mostly serendipitously.
We interact with young brands everyday. And by God, this country is producing them by the hour. And as we speak with them, and help them in their journey, we all learn lessons that not only guide the evolution of the GroCurv marketplace, but the brand’s own journey.
We share our learnings here, for brand owners to pick up and work with.
Finding the right marketing agency partner can go a long way in making your entire growth strategy come to life. Quickly.
However, this is a process that takes time and effort.
There are no shortcuts.
Hear GroCurv's podcast to understand what questions to ask of yourself as the brand owner and the prospective agency partner in order to build a solid long lasting relationship with your agency.
PR is about helping a business or individual cultivate a positive reputation through various unpaid or earned channels and formats, including press, social media, and in-person engagements.
It is the act of Persuasion; using unpaid media.
Listen in to know more about how to use PR to amplify your brand or corporate message in the most optimal manner.
Content Marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
It's not explicit, but implicit in its objective of making the purchase happen.
And when done right, content marketing has a great ROI. And when developed thoughtfully, unlike other transient forms of digital marketing like PPC, content marketing can deliver for your business over the long-term.
Listen in to know more about Content Marketing can help, and how to go about it.
The most fundamental truth for a brand is that it rarely appeals to everyone.If I am Nike, I appeal to performance runners.
If I am BMW, I appeal to the high performance car enthusiasts.
If I am Levi’s, I appeal to a casual wear audience that enjoys stylish denims.
Most brands, start out trying to solve a large problem. That’s a very simplistic starting point.
The idea for brands is to find a passionate market segment that likes to buy their product at the price being suggested; then if this market is large enough, the business grows. Or not.
Lets look at why a Target Market definition is important for young brands; why it should be narrow and why it should be continuously evaluated.
Think of market research as a map to guide you out of a maze.
Without it, you’re walking around in the dark; taking turns here and there; and hoping to find your end destination. Hopefully before you run out of food and water.
In business, we are all faced with new uncertainties everyday and trying to use our skills, and acumen to find a way towards a desired solution- before resources (money in our case) run out.
Hear more about how, why and when to use market research to grow your brand faster, more profitably.
Brand positioning is one of the most important concepts of a brand. The art of creating a unique position in the MIND of the consumer.
It is an outcome of a deep understanding of your consumer's functional and emotional needs from your brand and her relationship to your competitors.
Positioning creates an aura, a wall of defensibility around your brand.
But it's not a given, everlasting benefit. As consumers evolve, new products appear- new opportunities for positioning and re-positioning appear that should always keep a brand on its toes.
Welcome to Brand Positioning- The Invincibility Shield for your brand.
Price segmentation is a where prices are differentiated based on willingness to pay of the customer. It is driven by the fact that price sensitivity can vary from customer to customer.
How can you work with this knowledge to create different pricing for your product; different discounts- so that you can maximise revenues.
A consistent brand messaging and product/ service delivery creates an aura around a brand that amplifies any performance marketing spends.
Young brands need to think about a clear message that builds connect with consumers. And this also costs money. This spend does not have an immediate benefit, but in the longer run works hard to improve your marketing ROI.
While its very tempting for young brands to run only performance marketing (ppc) campaigns that drive sales, thinking a little about building relevance and credibility for your brand take other forms- static posts/ blogs/ PR/ influencers; that young brands should consider as well.
21st June, 2022