'Delulu is the solulu' when marketing on a tight budget, says co-founder of PichaEats

In today’s marketing world, we often hear about shrinking marketing budgets especially as inflationary pressures continue to affect businesses around the world.

In fact, last year, according to a survey conducted by technological research and consulting firm Gartner, it was found that marketing budgets have fallen from 9.5% in 2022 to 9.1% this year.

Don't miss: Will performance marketing outweigh brand marketing in a world of shrinking budgets in APAC? 

Furthermore, 75% of CMOs globally are currently readjusting their companies’ marketing channel commitments to do more with less, meaning a greater emphasis on growth, yield and return, a drive towards technological optimisation (pushing up utilisation and ROI), and a tighter focus on the most relevant multichannel KPIs.

With shrinking budgets, it is more important than ever before those marketers learn how to operate with smaller budgets to maximise their gains in creative ways. 

According to Suzanne Ling, co-founder of social enterprise PichaEats, when it comes to marketing on a budget, you need to hold a “delulu is the solulu” mindset. The term is typically used to refer to someone being delusional and aspirational as the solution to solving a seemingly impossible situation. 

"With tight budgets, there are often many exciting ideas that we’re unable to execute due to financial constraints. However, it has challenged us to be resourceful and finding alternative ways to make things work within the budget," said Ling adding: 

We also hold this mindset when we reach out to influencers, brands or organisations for partnerships even though we have a low budget.

Ling noted that often, this works because influencers and brands believe in the work they do, which is providing employment for refugees in Malayasia and bringing Middle Eastern food to the masses. 

"Through networking and brand building, we’ve also thankfully built good connections and trust with different stakeholders - including agencies, media, production houses, brands, entrepreneurs, influencers and more. When support is needed, we’re able to reach out to our connections for that," she said. 

Authenticity and storytelling

Another way Ling manages to stretch her marketing budget is to focus on authenticity and storytelling when it comes to campaigns. 

"Instead of relying solely on flashy graphics or expensive productions, we prioritise crafting narratives that resonate with our audience. We share stories of the communities we work with, highlighting their challenges, inspiring stories, progress, triumphs, and aspirations," said Ling.

She explained that authenticity is key in storytelling as their content creators personally spend time and build trust with the community they work with, which allows them to speak from the heart, sharing genuine stories and experiences that reflect the organisation's mission, values, and impact.

"This authenticity builds trust and credibility with our audience, fostering deeper engagement and support," she said, adding:

When marketers believe in the mission, they are better equipped to craft compelling narratives that resonate with the audience authentically.

Tips to maximise effectiveness

Saying that, these tips typically work for organisations that are doing more empathy-based work. Below, Ling shares seven tips that can help all types of brands.

1. Strike a balance: Find a balance between content that gives value to your audience (educational, informative), update them on your initiatives and progress, and make asks (calls to action, donations, volunteer sign-ups). Too much of one type of content can lead to audience disengagement.
2. Inspire and create influence: Focus on inspiring your audience and influencing positive change rather than using guilt-tripping tactics. Share success stories, showcase impact, and highlight the difference their support makes. Positive and uplifting content tends to resonate better and encourages action.
3. Build a community: Foster a sense of community among your audience. Encourage engagement, conversations, and user-generated content (UGC). Create platforms for supporters to connect with each other, share experiences, and collaborate on initiatives. A strong community can amplify your message and support over time.
4. Utilise free and low-cost tools: Take advantage of free or low-cost tools and platforms for content creation, distribution, and analytics. Use social media, email newsletters, blogging platforms, and content management systems that offer free or affordable options. Leverage analytics tools to track performance and make data-driven decisions.
5. Collaborate and partner: Collaborate with other NGOs, influencers, businesses, and volunteers to extend your reach and impact. Partnering with like-minded organisations can help you access resources, share audiences, and co-create content. It's a cost-effective way to amplify your message and achieve common goals.
6. Repurpose content: Maximise the value of your content by repurposing it across different platforms and formats. For example, turn a blog post into a social media series, create infographics from research findings, or repurpose video content into podcasts or short clips. This allows you to reach a wider audience without creating entirely new content from scratch.
7. Focus on quality over quantity: While consistency is important, prioritise quality content that resonates with your audience. A few well-crafted, impactful pieces can often yield better results than a high volume of mediocre content. Invest time in storytelling, visuals, and messaging that captivate and engage your audience.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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