This was a presentation given to 100+ members of the Certification Networking Group (http://cng.communicators.com) on December 6, 2006.
Topics covered included:
- The customer/member is in control
- How marketing is evolving
- Marketing tactics - online, offline
- Social networking as a community marketing component
- Viral marketing best practices and ethics
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
Marketing - Ways To Increase The Value Of Your Certification
1. December, 2006 Christopher Carfi Cerado, Inc. Marketing—Ways To Increase the Value Perception for Your Certification
2.
3. Quick Background Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com Creator, Haystack TM Networking Serious social networking for businesses and associations http://haystack.cerado.com Editor, The Social Customer Manifesto weblog “ Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com
4. The Evolution of Marketing Source: John Hagel Affiliate – Mobilize third parties, including other customers, to become even more helpful to the people with whom you interact Isolate – Enter into a direct relationship with the customer and, wherever possible, remove all third parties from the relationship Assist – The most powerful way to attract people is to be as helpful and engaging with them as possible – this requires a deep understanding of the various contexts in which people might use your products and a willingness to “co-create” products with customers Inhibit – Make it as difficult as possible for the customer to compare your product or service with any other options Attract – Create incentives for people to seek you out Intercept – Target and expose customers to your message wherever you can find them NOW – The “Three A’s” THEN – The “Three I’s”
8. What's Happening: Sales photo credit: gizmodo Key point 1 : Salepeople no longer have an informational advantage over their customers Key point 2 : Customers trust “someone like me” (e.g. TripAdvisor) Key point 3 : The rise of the “biz-sumer”