No Money Marketing

Hi,
I recently went through the excerpts of this book on its Online hub www.nomoneymarketing.org. The excerpts were unique and interesting. It wasn’t like any usual business book.

From the excerpts I read on http://nomoneymarketing.org/excerpts.html I was amazed by the author’s writing skills. It is simply superb. I liked the excerpt of chapter “Quest for a Unique Identity”. Great to know the author share a note on her Interviews with various business leaders such as; Nandan Nilekani, Dr Vijay Mallya, Anupam Mittal, Founder – Shaadi.com and many others.

I feel this book suits for CEOs, Marketing Managers, Business School students and analysts covering frugal marketing space because it will help them look at marketing from cost-effective perspective.

Great work Jessie. I am following the first Indian CMO on Twitter. @jessie_paul.

I hope you enjoy this book as much as I enjoyed the experiences that made it possible. India has the potential to create many global brands, but currently we have very few. I learned a lot through trial and error, and I hope, through this book to provide a jump-start to the next generation of marketers and upstart CEOs.

The book would be a good read for CEOs and the marketing team of any firm that is challenging an established company. It is very relevant to those firms that are seeking to go global on a frugal budget. CEOs and marketers of mature firms will find it useful to counter the techniques used by upstart firms.

The book is also a good primer on contemporary services marketing with live examples from Indian industry. With case studies, anecdotes, cartoons and interviews, No Money Marketing teaches the principles of services marketing without preaching.

If you'd like to read some excerpts or see what some of my early readers like Mr Narayana Murthy, K V Kamath, Rama Bijapurkar or Dr Jagdish Sheth have to say, please visit www.nomoneymarketing.org
To stay in touch, follow me on www.twitter.com/jessie_paul

I picked up this book and was pleasantly surprised at the depth of knowledge and research that has gone into it. Jessie Paul brings in the practitioners view.

The best part of the book is that it is not just theory - there are practical concepts that are worth their weight in gold. I was amazed at how my day to day marketing pain points were handled, and handled in such a way that it would keep my CFO happy.

No money marketing is a must read for any serious marketer, especially one looking for direction in a field that changes on a daily basis.

No Money Marketing gives valuable insights on how budding start ups or ‘upstarts’ can leverage new media marketing techniques to challenge the biggies who have for generations dominated the landscape. Jessie Paul has presented marketing techniques and frameworks for companies to adopt and implement with ease. This book is full of real life examples one can relate to as a struggling marketer. The book also has interviews with Dr. Vijay Mallya, Narayan Murthy, Girish Paranjpe, Nandan Nilekani and various other industry stalwarts who have shared their experiences as ‘upstarts’ gaining entry into the global economy.

The book is well scripted and Jessie Paul has presented a very interesting way of bringing her life’s lessons to the reader. No money marketing is a must read for aspiring Marketing heads and people who have not ‘been there done that’ in marketing.

Spent my evening going through the excerpts of No Money Marketing and refreshed by its heady mix of crisp language, practical approach and the much required dashes of humour which help you to understand the message even better.

Jessie provides a candid view of how new businesses can get that edge through innovative and novel marketing techniques. Chapter 10 was especially interesting where the focus was on"thought leaders" which is such a bandied word today. Jessie illustrates the need for thought leadership and its actual relevance in today's context. And like most other books, it is not merely a sermon but has clearly defined steps on identifying and building a thought leader.

The interviews with top business icons is another feather in Jessie's cap as you get a myriad of opinions and experiences in a single book.

No Money Marketing is a must read for all marketing honchos out there. If you believe in Philip Kotler, you will believe in this too.

No Money Marketing by Jessie Paul make you believe the answer to the question asked in the title of this post is – YES.

Those of us who were aware of this book were eagerly waiting this book for 2 reasons.

1. It dealt with a topic of immense interest to all marketers- effective marketing through low cost options
2. It was expected to provide a contemporary view with real life examples and not go through just the plain 4Ps again

After my first read of No Money Marketing I must admit my expectations were met and surpassed. The Author Jessie Paul if also the CMO of Wipro’s IT Business and she had mentioned her book during a brief meeting we had. Yes, of course my interest was piqued because the world of IT Marketing has always been a little mysterious for unlike the advertising, product launches and in-your-face promotions of B2C businesses, the common man very often does not get to see what IT marketing is up to. Since Jessie Paul has been associated with some major brands during their growth phase I was curious to know more about how they did it. Frugal marketing, frugal operations, frugal everything have become a mantra of the times and so this topic and this book came in a very timely manner.

I ordered my copy online through flipkart and I received it neatly packed. Published by Tata McGraw Hill it is a hard bound neat, business like hardbound book. The cover has the book title in large font with the O in NO having American Coin (cent) and a cross across it. Considering that IT services primarily depended on American markets, I guess that’s the reason for the American coin as well as the fact that American companies tend to be far ahead of Indian ones, when it comes to new age marketing.

The book with its statement of ‘From Upstart to Big Brand on a Frugal budget’ is aptly titled as A Practitioner’s Playbook. It has 3 sections with the first two providing background into the flat world and brand identity. Section 3 is the core of the book and focuses on Frugal Ways to Build Upstart Brands. There are various interviews with people right from Vijay Mallya , big boss at Kingfisher airlines & UB to the Joint CEO of Wipro, Girish S Paranjpe. The interviews highlight the book’s content flow in parallel adding insights and explanation for the reader. The book has references to traditional methods and theories of marketing but what it brings to the table for the reader is the new age marketing that one hears about. Right from persona branding to new media to awards marketing. I must admit I have to read some parts of the book again because they are as good as a plan you can take and adapt, with a frugal budget of course.

The nice part is that the book is written in a very personal manner and does not preach but share knowledge. So while it is not meant to be a text book I would see it as one since it gives just the optimal amount of content and information for each topic. it is peppered with business cartoons and diagrams which make it a very easy read. I had mentioned in my twitter feed (vedavyasa) that I thought the book is very twitter friendly :) This is because each chapter has a couple of lines highlighted that are easy to tweet. Due to its style of writing, the book is like a conversation and one of my favorite lines in the book is in the chapter where social media is discussed and the author says- We are born into a social ecosystem. The author remarks on us Indians and how we are social by nature with connections all over and always ready to find more.

Chapter 15-Globalizing the Marketing Department is a wake up call to all large organizations that go global. The author provides an overview of almost all areas of marketing that is required in today’s wired, connected and flat world. The best part of this book is that you can take it, read it and straight away start applying it. Remember those thick volumes of Marketing Management and Advertising Management ? They are outdated in today’s flat world. This book is unlike many of those because of its practical nature. Its coverage provides you simple operational (frugal) tips from PR, Media releases to marketing outsourcing. A nice little summary at the end of the book is very helpful. It has a few case studies of interest too. No Money Marketing with its experienced writing will provide youngsters with guidance, professionals with refreshed knowledge and for practitioners-a handbook !

Overall I am pleased with the book as it does cover many topics of personal interest and even has some parts dedicated to employer branding ( & employee voice on blogs :) ).

Well, as a matter of fact, this book leads nowhere! Reading the reviews of this book in a leading magazine, I was quite impressed and bought it with very high expectations. About 3/4 of the book is quite pedantic while the last bit where the author finally talks about frugal marketing, lacks novelty. Recommended only for a non-MBA wishing to learn a wee bit about marketing and not for any one else. What was even more disappointing was the rave reviews by some industry veterans printed on the covers!!

Footprints Filmworks Foundation(FFF) Investment Holdings:
Page 1
--FF News—Footprints Filmworks—January 2010—December 2014—Todays Times—Shareholders--
Thank you for receiving previous correspondence with Footprints Filmworks. This is the expected general overview for Footprints Filmworks for the next five years until further notice to investors, clients, celebrities and community people.
Footprints Filmworks is an investment company that invests in internet media, print media, text media, film and distribution. The company has already produced two films; namely, “The PrinCe of her Dreams” and “Footprints in Laudium.” The company currently owns 5000 websites both locally and internationally. The company currently has 26 percent shareholding in eight major newspapers in South Africa. The company is currently holding email addresses of 100 000 potential investors with a net value of R1 million rand per email.
Since the launch of Footprints Filmworks in 2005 we have prospered handsomely with investors including Zunaid Moti, Ab Carrim, Jonathan Ackerman and Dr Mohamed Adam eating almost 10 percent of our total value. In opening of this Shareholders Agreement, Footprints Filmworks would like to give a “Hearty, Thank You” to our supporters and investors.
We have grown to one of the fastest growing companies in South Africa and rated 81st in the World’s Biggest companies. Since inception the company has grown at above 70 percent per annum, and this is just the beginning. Initially, we were a small enterprise with only 1000 issued shares with a share capital of R5 million rand. Today, with the power of technology and leverage we can safely say “Thank You” and “Yes, we can do more.”
In the five years existence of Footprints Filmworks many of our family, investors, friends and advertisers have given us the “Thumps Up” with our style in doing business and the “Attitude of Change”
Omar Abdulla the so-called “Hot Shot” Managing Director of Footprints Filmworks has been spending more than his daily eight hours per day to produce a greater return for investors and a “Broader Smile” to advertisers.
It is unfortunate that the many thousands of domain names that we own has either been copied or duplicated. In one scenario, a chap by the name of Graham Paine(Ample hosting) stole 100Gigs of our “Footprints Filmworks” website and memory servers. Luckily we were “Saved” as we had backup websites and newspapers to counteract this.
Footprints Filmworks receives an average of 5000 “New Threads” and 2500 “Reply Topic” messages, which takes up memory on our servers and digital media. On average this daily posting of messages costs us R5 per message. To date, we have more than one million messages on our “Bulletin Boards.”

Footprints Filmworks—FF News—January 2010—December 2014—Todays Times—Shareholders
Page 2
The FF Bulletin Boards that was created by Web Wise Solutions solely belongs to Footprints Filmworks. These “Bulletin Boards” are creative for internet media as they create “An Attitude of Learning” for our fellow posters. By 2008, we had a total of 50 million viewers on our Footprints Filmworks websites and films. We do however; aim to reach 100 million viewers by End December 2013.
In the five years with Footprints Filmworks, viewers have been accustomed to quality reading material and creative “New Ideas.” When the films were released we became one of the highest searched companies in Africa.
Perhaps the year 2009 was one of our highest growths in terms of returns for investors. If an investor invested R25000.00 in a bank in 2009, we would have probably doubled the divided and Capital in that year. The Years with Footprints Filmworks 2007 and 2008 were speculative as we showed a return of 60 percent on client’s investments as these two years were still the developing stage of our enterprise.
Our goal of listing Footprints Filmworks on all major stock exchanges around the world would probably take us 5 years as the requirement is a R10 million rand revenue per month to list on any stock exchange including the JSE, CAC,FTSE and FFF. Our goal of listing Footprints Filmworks will take course in 2014.
In due course our initial share price of R8000.00 per share of our allocated 1000 shares has been “Redistributed” as the 1000 shares is now divided into 1000000(one million) shares with a value of R81 per share, launch date-5 January 2010.
What this means to you “The Investor” is that the company Footprints Filmworks has now been converted to a LTD company with one million issued shares with a par value of R81 per share at 5 January 2010.
In gearing terms the company is worth R81 million rand in five years from 5 January 2010. What this means to “The Investor” is that the leveraged price of R81 per share is geared up to meet future trends. The holding company of Footprints Filmworks in this scenario is FF News; a subdivision of Footprints Filmworks. Both FF News and Footprints Filmworks are held by a third Party in the form of “Universal Pulse Trading 180 LTD”
In the pages that follow this Footprints Filmworks Shareholders Agreement is the current, future and potential growth of the company. In this scenario, you our advertisers are referred to as “The Investor.”
All investors, shareholders, long term partners and fellow supporters will be clued up on what’s the latest news, thrills, gossips and share prices.
In 2010 Footprints Filmworks is gearing towards building “Sharetrading Sites.” Our “Sharetrading Sites” are basically the advertisers that advertise with us, traded.

Footprints Filmworks—FF News—January 2010—December 2014—Todays Times—Shareholders—
Page 3
What this means to you “The Investor” is that your company, example, Capital Soaps, can be listed and traded by our investors to generate a profit or a loss. This is more for “fun” as everybody knows “Easy come, easy go.”
Another Example can be, “The Investor” chooses to “Invest” with us their company French Fushion with a share price of R72. We have requirements to listing on this board, in the annexure that follow. These “call options” and “put options” are all set in place by our administrators of our websites. Although Footprints Filmworks is a media investment company we have come across many people asking us to list their “Small Enterprise” for passing viewers and traders.
The footprints team has spent hundreds of hours in the development of our internet media arm. Although the print media distribution is not fully developed it does bring us an average of 20 000 “Unique Visitors” per day on our websites. Footprintsfilmworks.com and Omarabdulla.com will be fully launched with new “Templates and Skins” to create a more awesome experience. Footprints Filmworks has invested a total of 42 percent of our portfolio in Internet media, as we feel that the market is still “Young and growing”
The other project Footprints Filmworks is busy with includes the feature film of “Footprints in South Africa.” “Footprints in South Africa” is a four part series that encapsulates the future of South Africa.”Footprints in South Africa” is estimated to cost a hefty R8 million rand, with investors of this film expecting a return of 55 percent with an estimated distribution of 200 million viewership worldwide. “Footprints in South Africa” is estimated to be released in late 2010. “Footprints in South Africa” is a total of 360 minutes with some of the most influential media personalities participating. “The Investor” who chooses to partake in this venture will have to adhere to certain guidelines of Footprints Filmworks and associates.
Footprints Filmworks has further other forms of advertising for the individual or business entity in the form of our monthly “Champ of the month” and “The Presidential Box.” Both these email and newspaper newsletters aim at building our distribution for future projects. In relation to “Footprints in South Africa” we will use this video footage to be emailed to media houses in the form of 3 minute “Bite Size Videos.”
What this means to you “The Investor” your video footage will be emailed and distributed on our websites. “Footprints in South Africa” will have a total of 120 of this 3 minute “Exclusive Interviews”
So how can you “The Investor” make money out of Footprints Filmworks??
Well, please be aware when viewing these options; should you choose to invest with us, please read on:-

Footprints Filmworks—FF News—January 2010—December 2014—Todays Times—Shareholders—
Page 4
Option 1: “The Investor”
1. Minimum Investment of R25000.00-----Maximum Investment—R49000.00
2. Allocated shares of 500(cost price of R48 per share) =R24000.00 worth of FFF Shares. If you “The Investor” invest R35000.00 you would still receive the same amount of shares of 500@R48.00 per share.
3. “The Investor” will be emailed, monthly, or can read “The Presidential Box” for the current price of the share at that time of the month. “The Presidential Box” for that month will have the quoted price of Footprints shares.
4. 100 percent of Capital Guaranteed. NO COMMISSIONS TO Brokers of Footprints Filmworks.
5. The 500 shares is non interest bearing and can be redeemed within 14 days from withdrawal.
6. “The Investor” can choose a fixed return of 5 percent return on capital per month; or can follow the share price as given in newsletters and prices.
7. Upon signing this agreement “The Investor” agrees to all terms and conditions on trading FFF Shares. The holder of “The Investor” is always a buy on Footprints Shares.
8. “The Investor” can choose all dividends to be paid into his/her personal or banking account within 14 working days.
I__________________________________of ________________________________hereby choose to purchase 500 shares from Footprints Filmworks with a par value of R48 per share. The amount is payable to___________________________________. I hereby agree to the above mentioned terms and conditions. The above dividend is____________. I cannot cash my shares at R81 on opening day of shares on 5 January 2010. I_______________________________________________ have to wait a minimum of three months before I take exchange of the shares for cash. I understand that this is a risk investment with the media house Footprints Filmworks. All withdrawals must be deposited in the following bank account________________________________________________.
Client Investment with Footprints Filmworks:_______________________________________________.
Client ID:_______________________________________________________.
Client Risk Profile: (Please tick)
Slow Medium Aggressive Go big
Client email address:____________________________________________________
Client Signature:_______________________________________________________
Client Motto:__________________________________________________________
Client Preferred way of contact:______________________________________________
Footprints Filmworks—FF News—January 2010—December 2014—Todays Times—Shareholders—
Page 5
Option 2: “The Phantom Menace”
1. Minimum Investment of R50.000------Maximum Investment—R99000
2. Allocated shares of 1450(cost price of R42.50 per share)= R61,625.00 worth of FFF Shares. If you “The Phantom Menace” invest R75000.00 you would still receive the same amount of shares of 1450@R42.50 per share.
3. “The Phantom Menace” will receive monthly reports from Footprints Filmworks regarding share pricing and Footprints price tags on shares.
4. Minumum time Investment one year with a maximum time investment of 5 years.
5. Commissions payable to Introducing Broker by Footprints Filmworks. R5500. Paid directly to Introducing Broker. The Introducing Broker is paid by Footprints Filmworks.
6. 80 percent Capital Guaranteed.
7. “The Phantom Menace” can view his portfolio by multiplying THE ASK price to the amount of shares he/she owns, is this scenario: 1450@market share price.
8. The minimum amount the share can move is 0.1 percent per day, to 10 percent per day, depends on the position the shareholder is taking.

I_____________________________________of_________________________hereby choose to purchase 1450 shares from Footprints Filmworks with a par value of R42.50 per share. The amount is payable to__________________________________. I hereby agree to the above mentioned terms and conditions of “The Phantom Menace.” The above dividend is________________________. I choose to “Buy” or “Sell” Footprints Shares.(Please tick). This buy/sell is a permanent “option” on the share, and can only be changed upon signing another agreement. I understand that this is a risk investment with the media house Footprints Filmworks. All withdrawals must be submitted to the following bank account:______________________________________________.

Client Investment with Footprints Filmworks__________________________
Client OPTION: BUY SELL

Client ID:____________________________________________
Client Risk Profile:

SLOW MEDIUM Aggressive GO BIG

Client Email Address:___________________________________
Client Signature:_______________________________________
Client Personal Interest__________________________________

Footprints Filmworks—FF News—January 2010—January 2014—Todays Times—Shareholders—
Page 6
Option 3: “The Bully Investor”
1. Minimum Investment of R100.000----Maximum Investment R249.000.00
2. Allocated shares of 2300(cost price of R50 per share)=R115,000.00 worth of FFF Shares. If you “The Bully Investor” invest R150.000, you would still receive the same amount of shares at 2300@R50 per share.
3. “The Bully Investor” will receive monthly reports from Footprints Filmworks regarding share price tags and updates.
4. 70 percent of Capital Guaranteed.
5. Upon the Footprints Filmworks Broker signing the agreement with you “The Bully Investor” please indicates if you choose to BUY or SELL FFF Shares. (Please read Annexure in following Footprints Pages.)Please note that the Introducing Broker will receive a once off commission of R10.000 for “Option 3.” Payable by Footprints Filmworks.
6. Minimum time investment of one year-ten years. Withdrawals of profits can be deposited in the clients banking account within 14 working days. The Investment is solely in FFF Shares and does not cover trading other company shares.
7. “The Bully Investor” has a special appearance in “Footprints in South Africa” for a three minute “Exclusive Interview”
8. “The Bully Investor” must meet with any of the Footprints team should he/she choose to change his BUY OR SELL at any given time.

I________________________________________________________of___________________ hereby choose to purchase 2300 FFF Shares at a value of R50 per share. The amount is payable to_______________________. I hereby agree to the terms and conditions of “The Bully Investor.” The above dividend is________________________.I choose to BUY /SELL Footprints Shares.(please tick). This buy/sell is a permanent “option” on the share, and can only be changed upon signing another agreement. I understand that this is a risk investment with Footprints Filmworks. All withdrawals must be submitted to the following bank account:_________________.

Client Investment amount with Footprints Filmworks:___________________________________
Client Option: BUY SELL
Client ID:__________________________________________________________________
Client Risk Profile:
Medium Aggressive GO Big I AM NUTS
Client Signature:____________________________________________
Footprints Filmworks—FF News—January2010—December2014—Todays Times—Shareholders—
Page 7
Option 4: “The White Horse”
1. Minimum Investment R250 000.00-----Maximum Investment R999 999.00---
2. Allocated shares of 10 000@R200 per share of Foootprints Filmworks.( FFF). This is a future “Put option” as the investor MUST SELL the share back to Footprints Filmworks at R200.00 per share in December 2014. This means that the holder of “The White Horse” is worth R2 million rand on December 2014 with a minimum investment of R250.000.00.
3. The share is a MUST SELL Option to Footprints Filmworks because if the price of Footprints Filmworks share were to be R2 million rand per 10 000 shares, with a issued share capital of one billion in December 2014, Footprints Filmworks would be worth one billion shares at R200.00 per share, which would be R200 Billion rand by December 2014.
4. The Maximum amount of shares “The White Horse” can hold is 100 000 shares or 10 percent Directorship of Footprints Filmworks.
5. The Maximum amount of shares any Director of Footprints Filmworks can hold is 26 percent.
6. “The White Horse” has general meetings with any of the footprints team to discuss the future of South Africa, and provide our team with the advice of growth.
7. “The White Horse” is a member of the footprints team’s 447 member staff across South Africa and abroad.
8. “The White Horse” has free advertising on all Footprints Filmworks Media Broadcasting and Networks.

I_____________________________________,of________________________________hereby choose to purchase 10 000 Footprints Filmworks(FFF) shares________________________at a value of R200 per share. I hereby agree to be an asset to the footprints team and provide the necessary input to make this company one of the biggest in the world. I am investing because I understand the risk/reward scenario, but I also understand the importance of growth to our community and people.

Client Withdrawal date is December_____2014.
Client Signature______________________________________.
Client OPTION: SELL 10 000 FFF on December 2014.
No of 10 000 shares Purchased by Investor:______________________________.
Bank Transfer:

CASH EFT EMAIL BANK


--Footprints Filmworks—FF News—January 2010—December 2014—Todays Times—Sharerholders—
Page 8
FF News: Share Annextures:
• If “The Investor” bought the Footprints Filmworks share at R48 in January 2010, and he looked at the Footprints Filmworks share price at R57.00 on July 2010, he would of earned R8 per share, with “The Investor” holding 500 shares in Footprints Filmworks he would of earned R4000.00 in one day of a Footprints Share.
• Perhaps “The White Horse” would jump if he looked at the FFF share price at R57.00 on July 2010, because his investment of 10 000 shares is worth R570.000.00 with his minimum investment of R250.000.00. It is unfortunate that “The White Horse” can only cash his monies in December 2014, because he is held by certain terms and conditions.
• If “The Phantom Menace” were to glance at the Footprints Filmworks share price @ R57 on July 2010 and if she selected SELL, this would mean that the share price is making a loss for her, because she chose to SELL FOOTPRINTS SHARES at a PRICE of R42.50, when the price is currently at R57.00. Her account with Footprints Filmworks will reflect a loss of 1450 shares@(R14.50 per share)=R21, 025.00.
• OPTION 1 is a MUST BUY SHARE for the Investor. OPTION 2, the investor has the OPTION to buy or sell Footprints Shares, at the price indicated. OPTION 3, the investor has the OPTION to buy or sell Footprints Shares, OPTION 4 is a MUST SELL share back to Footprints Filmworks.
• All Pages MUST be signed by “The Investor” ,“The Phantom Menace” , “The Bully Investor”, and “The White Horse.”
• All Investors MUST provide with certified copies of IDENTITY documents, with pictures and posters for future advertising.
• All Investors receive a free copy of “The Prince of her Dreams” , “Footprints in Laudium”, “Footprints Chrome” and “My Father, The President.”
• Thanking you for your support
---------------------------------The Footprints Filmworks Foundation-------------------------------------------------------

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