The Ultimate Marketing Strategy - Making Customers Come to You
The Ultimate Marketing Strategy - Making Customers Come to You
Finding new customers is arguably the biggest and most important challenge for any business. For small and medium size businesses it can be particularly tough.
One approach to the problem is to focus on being better at sales. But imagine you didn't have to 'sell'?
Andrew Shuttleworth, Founder of Customers, Vendors, People (www.cvp.jp) will talk about ways you can start make customers come to you. Some things he will cover are:
- Creating an amazing product or service.
- Buzz and word of mouth marketing
- Building a brand and reputation
- The power of a network and how to build an effective network online and offline
The presentation is relevant for anyone who needs and wants to build a strategy for attracting customers.
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Andrew Shuttleworth founded Customers, Vendors, People (www.cvp.jp) in March 2006 with the goal of connecting customers and companies using the power of trusted networks and word of mouth marketing.
Andrew describes himself as 'a technology enthusiast and businessman that loves connecting with people' and has been working in Japan since 1999.
His personal web site is at http://hq.andrewshuttleworth.com. He also maintains a calendar of (mostly Tokyo area) business and community events at http://www.japanevents.net.
Resources
Never Cold Call Again
www.hellomynameisscott.com
Winning by Sharing book and blog by Léon Benjamin.
Purple Cow
... and anything else by Seth Godin
Never Eat Alone, Keith Ferrazzi
Referrals
Potential Issues
Keeping things moral
Conflict of interests
Different rewards for different groups
Who?
Existing customers
Your network
Build in the margins
Network
SNS Services
Xing/Ecademy
Mixi/Gree
LinkedIn
Effective networking
Keep in contact
Events
E-mail Newsletter
Think of your network as a web
Build relationships one at a time
Reputation
Give & share
Really is win-win
Can be the best form of marketing
JET Example
JapanEvents.net Example
Never let an opportunity die
Recognize were you're value is and if you can't charge for something do it for free
Channels for enhancing ...
Media
Speaking
'Expert' sites
Forums and newsgroups
Blog ... and comments
Testimonials
Personal & Company Brand
Be a recognized expert in your field
Respect & trust
Goes back to having a clear marketing message
Buzz
www.buzznoodle.com
Create an amazing or remarkable product or service
Indian Restaurant example
The Purple Cow
Word of mouth marketing
Really relies on an amazing product ...
Especially relevant in Japan
Internet has changed things
It's an industry trend
The Core - Value & Message
Are you a marketing person?
(If not perhaps somebody else should be doing this job)
Clear branding and message
Use it everywhere
E-mail signature
Company or service name
Marketing materials
Test it
Simple as possible
A true focus on value
Other examples ... databases, selling/building houses, Hotels etc.
CVP Example
Value â
Introduction
Self introduction
CVP
Long term goals
Why?
Needs
Invent a career
What?
Why I think 'sales' is broken
Negative affect on your brand and reputation
Bad time investment
Numbers game
My Background
If you get bored ...
PIM Data & Task Management
RSS
Networking in Tokyo
Internet team collaboration tools
Smartphones & Mobility
MindMapping
4 Reasons I'm happy
... and one more
My Mouse
Nagoya
ACCJ Member
Questions
How many people believe you can make customers come to you?
How many believe in cold calling?
Please keep your mobile phones ON
