"You know how every company has some department in charge of getting people who have never used their product to become first time users? Usually that’s the job of the marketing department. Not at Evernote. The job of getting someone who’s never heard of Evernote to use it for the first time is the job of our existing users. The job of our marketing department is to help our existing users do that job."
We've done really well getting customer reviews and testimonial videos but we need to way better at turning them into active advocates that tell their friends about us in person and across the Web. What are you doing to build and mobilize advocates? Share a comment below.
Here's the full interview with Phil Libin on Mashable.
There are a lot of helpful videos on Google's Business channel so be sure to subscribe.
Here are two examples that are perfect for explaining the benefits of search engine advertising to a local business owner.
I'm attending a conference and was reminded of the greatness of this commercial that EDS used a few years ago. Great analogy of what we are experiencing in the ridiculously dynamic world of local online marketing.
I've never flown Virgin Airlines but I want to. And that is saying something since I pretty much dread getting on American or United. Fortunately Virgin just recently launched service here in DFW so I'm going to make a point of booking with them for a future trip.
Why do I like Virgin? Well as a marketer, I admire how they relentlessly focus on their brand and how amazingly well they bring it to life through advertising, marketing, PR, customer service and of course the product. Their creativity and execution are amazing, but I really love their focus -- ingraining the brand in every single aspect of the company, and their consistency -- doing it year after year for decades. Through this longterm focus Virgin has managed to do what other airlines cannot (with the possible exception of Southwest for value travel) which is to differentiate and elevate themselves in a commoditized industry.
Want to see what I mean? Check out these two commercials and tell me they don't grab you.
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