2007-04-19 - Nagoya ACCJ Presentation - Ultimate Marketing Strategy

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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.

==

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