A Quote by Ivanka Trump
New media is ... an amazing form of direct marketing in that you really get a sense of who your customer is, and you also get to know those people who may not be your customers yet but are aspirational and are hoping to be.
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Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
What an amazing opportunity to do something like direct a movie and step out of your creative comfort zone and yet do something that is also so familiar at the same time. I was also just excited to have the chance to direct, which I may never get to do again.
Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important "characters". Because, you know, they really are.
You have to realize that the customer really is king. People who go into more established businesses probably have to be careful not to be casual about that. When you have a brand-new business, and nobody knows who you are, you know you have to work really hard for your customers.
Your customers are the lifeblood of your business. Their needs and wants impact every aspect of your business, from product development to content marketing to sales to customer service.
Social media is amazing because it's opened a platform for so many people to have a voice - but that voice can get inside your head, and it can really mess with you. The only way to avoid that is to have a strong sense of self. I can't say that I have one, but I can tell you I'm working really hard on it.
Marketing is your battle plan for the sales team - it's about defining the landscape. Marketing is doing cohort analysis and understanding exactly what possible customers are out there. It's understanding not only which customers will respond to what messages, but also how customers will become clients if you include certain product features.
Before you can pick a social-media strategy, you have to think of your customer and what the value proposition is for them. Social media is a way to engage customers, not to give your business a 'shout out.'
You look to Google, you see this incredible world of information, you see the advertising, but you also get Google Analytics. And Google Analytics coupled with Salesforce's sales and service and marketing means that both of our customers are going to have customer insights that they've never had before. That is really exciting.
Often, very talented technical people find it extraordinarily difficult to take the viewpoint of customers, who are often ignorant about the technology and who may have strong and perhaps incorrect prejudices about it. The technical people may believe, deep down, that they know better what customers "should" need. Customers, of course, have a different perspective. They want products that will solve customer problems and provide other customer benefits, and will do so without undue risk or cost. Not infrequently, customers view advanced technology itself as a risk.
The outside-in discipline requires that you have an explicit customer-based reason for everything you do in the marketplace. Managers need to create what I call "customer pictures," verbal descriptions of customers that highlight the key customer characteristics and make those customers come alive. Although managers never know as much about customers as they want and need to know, the outside-in discipline requires that they construct customer pictures anyway, basing the pictures on whatever hard data they have plus hypotheses and intuition.
Firms need to ensure that their ability to provide effective customer service keeps pace with their growth. If you're marketing your firm to new customers, you better be able to provide them service when they do business with you.
Customers are a great way to finance a business for many reasons. First, customer financing is typically non dilutive. They want something from you other than equity in your business. Customers also help you fit your product to the market. And customers will help debug and improve the quality of the product.
In a sense, the music business and I haven't always been the best of bedfellows. Artists often have to fight their corner. Your music goes through these filters of record labels and media, and you're hoping you'll find someone who'll help you get your work into the world.
I have connected by phone with customers who have left negative reviews and had a chance to get to know them. Not only was I able to solve their problems, a lot of the customers were so happy with the customer service that they become repeat customers.
Music is amazing, because you get to take it into your office or your living room or wherever you get to know it, and later you bring all those personal connections into a room with thousands and thousands of people.
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