The Ultimate Marketing Strategy - Making Customers Come to You

r

The Ultimate Marketing Strategy - Making Customers Come to YouFinding 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 offlineThe presentation is relevant for anyone who needs and wants to build a strategy for attracting customers.==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.

Introduction

Please keep your mobile phones ON

Questions

How many believe in cold calling?

How many people believe you can make customers come to you?

Self introduction

4 Reasons I'm happy

ACCJ Member

Nagoya

My Mouse

... and one more

If you get bored ...

MindMapping

Smartphones & Mobility

Internet team collaboration tools

Networking in Tokyo

RSS

PIM Data & Task Management

My Background

Why I think 'sales' is broken

Numbers game

Bad time investment

Negative affect on your brand and reputation

CVP

What?

Why?

Invent a career

Needs

Long term goals

The Core - Value & Message

A true focus on value

Value â

Value â

CVP Example

Other examples ... databases, selling/building houses, Hotels etc.

Clear branding and message

Simple as possible

Test it

Use it everywhere

Marketing materials

Company or service name

E-mail signature

Are you a marketing person?

(If not perhaps somebody else should be doing this job)

Buzz

Word of mouth marketing

It's an industry trend

Internet has changed things

Especially relevant in Japan

Really relies on an amazing product ...

Create an amazing or remarkable product or service

The Purple Cow

Indian Restaurant example

Reputation

Personal & Company Brand

Goes back to having a clear marketing message

Respect & trust

Be a recognized expert in your field

Testimonials

Channels for enhancing ...

Blog ... and comments

Forums and newsgroups

'Expert' sites

Speaking

Media

Give & share

Recognize were you're value is and if you can't charge for something do it for free

Never let an opportunity die

JapanEvents.net Example

JET Example

Can be the best form of marketing

Really is win-win

Network

Effective networking

Build relationships one at a time

Think of your network as a web

Keep in contact

E-mail Newsletter

Events

SNS Services

LinkedIn

Mixi/Gree

Xing/Ecademy

Referrals

Build in the margins

Who?

Your network

Existing customers

Potential Issues

Different rewards for different groups

Conflict of interests

Keeping things moral

Resources

Never Eat Alone, Keith Ferrazzi

Purple Cow

... and anything else by Seth Godin

Winning by Sharing book and blog by Léon Benjamin.

Never Cold Call Again