 Well, that was quite a panel discussion, almost turning into a fireside chat. Moving on, this brings us to our next keynote address for the day. Ladies and gentlemen, please welcome Ms. Drachna Chaudhary, founder and director, Media Value Works. Am I audible? Hi. Perfect. All right. Hi everyone. I think this has been a fabulous first half and tough time for me to take 15 minutes of your time just before lunch. So promise, what I am going to be talking is going to keep you motivated and increase your appetite for lunch. So that's me, Rachna Chaudhary and 10 minutes we will take some very quick view, no big gyan, just very simple tactical information that gives us the opportunity to go out and bag more business as simple as that. I'm trying to get our attention on marketing hacks required for the small and medium businesses. A minute here to draw your attention and focus on who and what are the small and medium businesses all about. Normally, we have spent our time looking into the big brands and we go searching them, we go working on them, etc. But here is an opportunity where probably more than 80% of businesses globally are falling in the category of small and medium businesses. What we need to do is look at these SMBs, look at their growth tactics and identify them and they are the ones who probably can be the biggest bet for all of us in the near future. The next few slides I shall take you will have three core perspectives understanding the SMB business ecosystem, SMB owner, who they are, what they think, how they operate and what their challenges are, which is where we come into play and the third aspect would be how we understand the best marketing tactics to ensemble our proposition and deliver to an SMB owner. I shall take this slide here, understanding the small and medium businesses, businesses which are, see, government of India, government of US, government of every country on their website, if you go, you can read up who is a small and medium business. These are driven by sector turnover, what is the turnover of the company? So maybe in India we have a micro, a medium square and a little growing SMB categorized under less than 10 crores turnover, maybe 50 crores turnover, maybe 100 crores, maybe 300 crores, etc. So there are different definitions of small and medium entrepreneurs that one can identify and look into the government website to really get the grip about whom are you going to be targeting. Innovation is key for these small and medium businesses because they are driven by innovation. If they innovate, they bag new businesses. Hence most small medium businesses, guys are driven by innovation, identifying talent, they are very agile. We come to the next stage, resonating with the SMB owner. I think you can change this slide. They are the backbone of the country, they are the backbone of the economy. They understand the importance of marketing the most. While we are, while we all understand, we have enough knowledge about PR, social media, compelling content, etc., these owners really get the grip about what we want to say, how we want to implement and what is the best strategy. So they resonate very well with us. I think we change weekend. What are the core characteristics of these small and medium businesses? Typically they have limited resources because these are smaller companies, these are not big brands, but the aspiration is to become big. So they would have limited resources, this flexibility and decision making, normally the owner is the decision maker and our engagement always is best driven when you are in touch with the owner directly. Also customer relationships, personalized service, hence the need of communications is even more than it was in the earlier days. Focus on local markets, very easy to connect with them, understand what their integrities are, you are able to map the business very easily in couple of settings. You know, maybe three, three meetings and you can map the entire strategy and the roadmap for the smaller and medium business for annual one year. And then you do quarterly meetings and you can keep revising. I think we can change the slide. Here are some of the challenges that we understand. Limited marketing budgets, hence the small and medium businesses are an obvious bet for the PR corporate influence of marketing, social media kind of solutions because they are not the probably the ones who are going to be spending crores of rupees on advertising. So the advertising industry does not really look at small and medium businesses. That opens a huge opportunity for the PR corporate communications, social media, influence of marketing, you know all of us in the business. Very, they are having lack of brand, but today social media, etc., we know all, you know, we live with all this. We compete with larger business, they compete with larger businesses. We know how to drive narratives that can help this particular small and medium business to fight the competition. That's our skill again. Coming up with the technological advancement because the small and medium business is competing. So typically I'll explain here is a manufacturer maybe Noida and he has some auto parts and probably he's probably he is doing some business in India. He may have some exports. He may want to grow his exports business. How does it open up our agenda? Because he wants to grow his exports business, he would need social media presence, he would need web development, he would need influence of marketing. He will need so many avenues to do webinars to do. So he needs a complete communications ecosystem and we are as I speak, why I'm speaking this also is because I have set up something called an MVW MSME development center. Under this development center, we are actually onboarding small and medium businesses across helping them with different kinds of mentoring. You know, if he needs mentoring on finance, if he needs mentoring on marketing, if he needs mentoring on production help, et cetera, there are different consultants who would come on board and help him via this. The learnings of all of this is what made me put these four, five slides together, which can bring in our attention. And I believe there is immense potential in this. And all of us can move towards it, move to the slides next. They understand importance. So here is understanding the mindset of a small business owner. I've already covered this part. They face challenges. They are very much driven by marketing. Come to the next slide. Here is what the owners are. You know, they are very passionate. This is the first point. Every business owner is very, very passionate because he would have started his business from scratch. And he would have taken it up to 50 crores. Maybe he would take it to 75 crores. Sometimes you will find the business owner and his next generation. Maybe his sons and daughters are playing a very vital role. Many of our businesses that I have been handling personally and our team are engaged with, you know, we've come across this business. It's been 67 years, madam, our work. We have so many customers who have come and gone. Did you have any data, sir? No, madam, it's here. So it starts from that level. And it really calls for all of us to upskill. Now that we have learned, we know we need to understand marketing. OK, I'll take you to the next slide. I'll not mix this. So understanding the owner, these are the core topics. You know, we know they are very highly committed. So they would be very committed on the word that they give. Because he is the owner. He is not driven by some decision maker and some board of director meeting, which will happen. And our entire campaign is dependent on somebody and et cetera, et cetera. So your action is quick. Decision is across the table. And innovation happens across the table. So no need to make these fancy presentations and go there for meetings. They don't. Boss, dharni ki baat karna hai. Baidke samjaya yeh kya hoa? Itne paise mein, itne rupe mein kya deliverable hoa? Let's do that. So sometimes I think we need to do brass stack conversations. Keeping the customer in mind. Yes, when we want to go and make a presentation to an enterprise client, yes, we want to go fancy and we want to do all that, because all that is required. But at the same time, when you're talking to a client directly face to face, some brass stacks conversations really help. Seal the deal, move on. Seal the deal, move on. You know, that kind of thing. So we, very strong work ethics. Very, very resourceful. You say, sir, hammari limitation yeh hai. Iske baat, aap iss kaam kele kisi ko lehi hai. It's very nice and simple to be very transparent with the client and explain, this is all that we do. This part that you need, you put somebody on the job. Maybe he can upgrade any of his existing staff members. And little training and orientation helps the company grow. So it goes very, very mutual. And it's very, very powerful for, and fulfilling for all of us as professionals, because you would actually not just look at business. You would actually empower that company by your marketing skills offered to him, you know. So I think come to the next slide. Yeah, then here is where we get onto our marketing skills. And our marketing skills would, you know, the ABCs of marketing, we all know, we know that define the target audience, conduct market research, utilize social media, and tailor your marketing efforts. This part, we have heard enough. We know most of these part. And this will only help us enhance our own skills by identifying, understanding, is the company into services business, is the company into manufacturing, is he a distributor, is he a channel partner? There could be various formats. But at any point in time, he would have enough opportunities for all of us to get onto the entire gamut of marketing. Not just limited to PR, not just limited to social media. Hence we refer it as the marketing hacks for SMB businesses. Come to the next slide, please. So here we leverage social media. I think this part, if anybody would like to ask or discuss, we can discuss this part. But I think developing consistent brand messages, these are our skills, okay? Engaging with audiences, regular hashtag, user-generated content, innovation all across in marketing tactics. Come to the next one, please. Compelling content, I think we have covered enough just before lunch. I think change the slide, please. So yes, definitely influencer marketing and the influencer marketing in this context is out of experience I would like to share. Influencer marketing always need not be a model or a glamour person or somebody who's in the film and entertainment business and influencer, no. Influencer marketing for a manufacturing unit. Who could be an influencer for that? Let's identify from the profiles of people. Look at their LinkedIn profile. Somebody who is a subject matter expert. SNEs, also referred as subject matter expert. He is, he or she is an individual who probably has spent 20 plus years in actually leveraging a particular skill set which directly endorses this manufacturing unit or this small and medium business. That person comes in as a great influencer for this unit. So it's matchmaking. We may not have these influencers on any of these dashboards that we have available for because when you are searching for influencers, you will find many for fashion and many for cosmetic brands and many of these. But when you want to look at B2B influencers, there are very few people but to identify them, I think LinkedIn is the best source. Go into the product category, go into the segment, go into the industry, go into the geography and you'll be able to match with the right profile and funnel down so you know who is the right influencer. And then connect with them over LinkedIn and a few messages can get the conversation going. And the grip is when you get the grip of the business from that small and medium business that I'm a specialist in exporting maybe hospitality led products. That's his core. So how do you scale him back? That kind of perspective is what I'm trying to draw here. So building relation with them, leveraging. Maybe they can endorse some of your social media posts, et cetera. They may not cost you any kind of money but it's just innovation in your mind to connect with the right guy. I think I'm to the next slide please. So here is email marketing which is a tool it's been there forever but lesser said it still works. Even if there is social media and there is everything and there is paid marketing and there is everything. Sometimes clear email marketing really works. So the way email marketing is done and especially with MailChimp and et cetera and we all have used, we probably are using HubSpot or all of us have different tools. This email marketing really helps after you have created like a newsletter and some of these influencers and the industry people start opting in. So when you have an opt in the email marketing works and you don't have opt-ins the email marketing doesn't get delivered. So I think this email marketing tactic would be if you all are familiar with this it's not I'll be happy to take on whenever. I think change the slide. Search engine optimization SEO digital marketing tactics if anybody would want to know we can discuss this otherwise I'll move on with this. These are simple tools for marketing for a small and medium business. You can opt for very very effective Facebook or Google ads or you know they deliver results. They deliver results and it costs really really very low if you get on to doing these things. Come next. Word of mouth is always been the biggest driver continues to be and especially so in the case of small and medium businesses. They are very much driven by reference. Meet them at events, conduct events for them get local people to talk to each other and it really helps you know even in some of my recent conversations we were at a Google meeting even Google is putting a lot of emphasis on small and medium businesses. Lot of big businesses SAP has lot of presence on small and medium businesses. So if you Google out and read SMB the word small and medium businesses it will catch your attention because there's so much emphasis everyone is putting into the size of the businesses are growing innovation is happening here. They know to write on technology they are still learning and we evolve together with them. So that's the, I think that's the appetite for the lunch now. I think come just change the slide I think we are done now. Mobile marketing techniques yes it's a part of digital marketing and the hacks on mobile marketing. We can change this. So the conclusion is these are all done. I want time if someone has any questions I am open to answer. Sir, yes, GEM, it's such a big thing. What else? Absolutely sir, absolutely. So sir has pointed out government of India has created the government E portal where procurement happens and lakhs and lakhs of businesses are now benefiting out of GEM portal. So government is creating a lot of ONDC so there are government is putting a lot of emphasis on MSME community. So when you Google and read MSME of India you will see opportunities opening up there are enough dashboards to identify the right set of clients and they are all around us. They are just around us everywhere they are present. Just need to connect with them and your everything falls in place. You know because the 24 hours day that we all are limited with and the time is shrinking. I mean, you got to maximize business 24 hours. So opt for clients who are closer and of course clients who are where they are only driven by web meetings then it solves your problem. So mostly I think that from me anything else I'd love to catch up with me sir. Ma'am how do you justify cost to this clientele? Because this clientele will count every rupee. So even for a billing say of one lakh plus GST how would you convince them that this is a price that they need to pay and the output which you get how do you convince them that this is worth this bunch of money and you will get that benefit. Absolutely sir. So the three, four counseling sessions or the meetings that I referred in the beginning is the time when you are reading the mind of the owner and you are working on your presentation to actually gauge ki ye banda actually kahata settle ho jaega. You know because he has to have a progressive mindset number one and when I'm referring to his traits they are having progressive mindset. They are very sharp in identifying korn kitne paani mein hai wo pakar lethem baat ko. Tige agar aapki presentation mein aur koi bhoot fancy simple points agar aapne aapne samjha diya sir aapka maineme ye kare ye kare ye kare ye kare they are now open to they are listening to and they are also realizing that they want to market themselves. Hence I'm also part of many of these training programs where they are actually conducting MSME accelerator programs. And in many of these accelerator programs more and more SME owners are coming and asking questions ki hame marketing karna hai baat humne pravelikkar marketing hi kye aap hum hi baata hi ye marketing kese karte hai. So this is the segment which really will be the big opportunity for all of us. We can just go dig into our skills and create simple mailers and start approaching them. Thank you so very much Ms. Chaudhary. Thank you. Thank you. Good for lunch. I must request you to kindly stay back for another few seconds. Please welcome Ms. Shrabasti Malik exchange for media to present a small token of appreciation on our behalf for such a lively presentation. Thank you. Ladies and gentlemen let's give a huge round of applause to Ms. Chaudhary. Thank you.