(1) A bit: A little
I’m a bit hungry. Let’s eat a snack.
(2) Nerve: The self-confidence to do something
I don’t have the nerve to ask my boss for a raise. I wish I was more brave.
(3) Metric: A way to measure something
The primary metric is sales numbers, but customer satisfaction surveys are also important.
1. Why is it a good idea to visualize your ideas?
a. They’ll be easier to understand
b. It gives you nerve
c. Both A and B
2. How can the Sherpa application help you?
a. You can perform better at meetings with better data
b. You can find metrics
c. You can visualize various metrics
3. Which sentence might you say to your boss?
a. We can do that, but here’s the impact.
b. If you do that, it will have a bad impact.
c. Show me a chart that lets me see the impact.
By Jeremy Schaar
Today on the blog you’ll learn what it means to visualize ideas. You’ll also get some help understanding a cool blog. Finally, you’ll learn some real life expressions that you can use on the job.
To visualize an idea just means to create a picture that presents an idea. I might say that Company A sells oranges and apples to Company B, which uses all the apples for itself and sells half the organges to consumers and half to Company C. Or, I could visualize this idea like this:
Over at Kinaxis.com, Lora Cecere talks about the need to visualize ideas.
Her discussion is in the context of “chutzpah”. Chutzpah means nerve. And nerve means the self-confidence to say or do something.
She says that at S&OP meetings, the commercial team will sometimes makes a crazy request. They use visualization software (Llamasoft’s mobile Sherpa application), to show the impacts in pictures. Everyone at the meeting can quickly see an image that shows metrics such as financials, logistics, service, sustainability, and risk.
Sentence You Can Use On The Job
“We can do that, but here is the impact.”
This is a friendly sentence. You’re letting the other person make the decision and just giving them the information. It’s a good sentence to use with your boss or another decision maker.
“This is all a bit complicated. Let’s take a look at a visual representation of this data.”
This is a good sentence for a presentation. After you’ve explained something in words, you can show a picture to make your ideas clear.
“Please find a way to visualize this. We need it to be clearer.”
This sentence is a strong sentence from a boss. You can request that your team make the information cleared by using some image or graph.
(1) Persona: The personality of your brand
Our brand’s persona gives people something to connect with. We want them to relate to our brand like they’re a person.
(2) Factory farm: A farm that is similar to a factory
I grew up on a farm, but it was nothing like today’s factory farms. We milked cows by hand and the cows were free to go wherever they wanted.
(3) Natural ingredients: Parts of food that aren’t changed with technology
Our carrots are all natural. They’re straight from the ground to the box to the store. We don’t use any chemicals at all.
1. Why does Chipotle use a movie like this?
a. To sell more burritos
b. To create a world that strengthen’s their brand’s persona
c. To create a bond with the customer
2. What persona does Guerlain have?
a. Expensive and difficult
b. Sexy and adventurous
c. Fun and healthy
3. What persona does Chipotle have?
a. Tasty and safe
b. Fast and efficient
c. Healthy and kind
By Jeremy Schaar
“Anything you want to, do it. Want to change the world? There’s nothing to it…”
Two lessons ago, I presented the eight Ps of luxury marketing. Today, we’ll continue to look at how companies use those eight Ps. Not all of the companies in this series are luxury brands, but they all use elements of luxury branding. Today, we’ll look at Chipotle and Persona.
Chipotle is a Mexican fast food restaurant. They sell burritos and tacos and so on.
Persona is an idea used by lots of companies. Luxury brands often try to put their products in fantastic worlds filled with sex and adventure. Then, you buy that product because you like the sexy and adventurous persona. Compare this video from the Guerlain perfume house with the Chipotle’s video above.
Guerlain uses the video to set their perfume in a specific world and give their brand a specific persona. Chipotle does the same. They both give their brand a persona. In the case of Chipotle, they’re saying that the world is full of factory farms, but Chipotle is different. They use natural ingredients. They’re healthy and kind. Chipotle is a big business, but they want their brand to live in the world of local farmers and good food. It’s a wonderful world and persona for a food brand.
(1) B2B: Business-to-business marketing
Most B2B companies don’t consider using TV commercials. It’s more effective to approach businesses directly.
(2) To encourage: To say it’s a good idea to do something.
We encourage our associates to take clients out for dinners and lunches.
(3) End User: The final person that uses the product and doesn’t sell anything else.
Many companies are involved in creating most products, even if the end user only deals with one company.[/box]
1. What is an example of a B2B business?
a. Selling hats to baseball fans
b. Selling hats to a baseball team
c. Selling hats to a government
2. Who is the end user in B2B marketing?
a. The company that adds the most value to the product
b. The company that uses your product
c. The customer’s of the company you sell to
3. Why does Intel make TV commercials?
a. They have no other way of selling microchips
b. They’re using the public to encourage companies to buy their chips
c. They’d like to have a better public image
By Jeremy Schaar
Here’s an interesting question: Even though you’ll never buy a microchip directly from Intel, they run a huge marketing campaign aimed at the public. Why would they do this? The full answer is below, but here’s a hint: it’s all about B2B pull marketing–a concept from last week’s blog post.
Today on the blog, you’ll learn what B2B marketing is. You’ll learn some important vocabulary and one great way to market your product to other businesses.
B2B means Business To Business. Normally when we think of marketing, we think of B2C (Business To Consumer). Here are some examples of each type of business.
B2B: Selling cooking pans to a restaurant, Microsoft selling Windows to a bank for its servers, Samsung selling microchips to Apple
B2C: Selling cooking pans to one person for their home kitchen, Microsoft selling Windows for your home computer, Samsung selling phones to the public
The most important thing to remember in B2B marketing is that the business you’re selling to is not the final user. They’re buying something from you in order to sell something to someone else. Restaurants buy pans so they can make food for people to buy. Banks buy Windows so they can provide better banking for consumers. Apple buys chips from Samsung so they can make better computers, phones, and tablets.
Why is this important? It means that while you’re marketing your product, you need to remember the end user. This goes back to a concept from last week: pull marketing. Pull marketing is when you get someone else to pressure the buyer. An easy example is children getting their parents to buy them toys. You market to the children, not the parents.
In business, a famous example of pull marketing is Intel. Intel makes the microchips that companies use in the computers that they sell. Intel has a great marketing campaign where they encourage consumers to buy computers with Intel chips. So, computers with Intel chips sell better. Computer companies are therefore pressured into buying chips from Intel.
Intel has a great B2B marketing campaign. Behind the scenes, you can be sure that they are pushing companies to buy their chips. But they also let the public know how great Intel chips are. The public then puts pressure on the companies to use Intel chips. Said another way, people pull at companies to buy chips from Intel. Very smart.
(1) To impact: To create change, to influence
My first boss had a big impact on me. He taught me how to work well.
(2) Raw Materials: Basic things like oil and wood
To make a house, you need many raw materials: wood, iron, and so on.
(3) COO: Chief Operating Officer
At our company the COO is the second most important person. She focuses on operations while the CEO is more strategy-focused.
1. What makes Apple a great company?
a. Their fast supply chain
b. Their amazing product design
c. Their impact on the world
2. What kinds of products does Apple make?
a. Simple to use and powerful
b. Beautifully designed and inexpensive
c. Fast to the market and doing something new
3. Why is it interesting that Tim Cook became CEO of Apple?
a. He’s not good at design
b. Jonathan Ive was more famous
c. He focused on supply chain management at Apple
By Jeremy Schaar
Today on the blog, I’m going to introduce a great company: Apple. You’ll learn what makes Apple great. In the process, you’ll learn some interesting ideas about product development and supply chain management. Next week, you’ll learn about Apple’s strategy and marketing.
But, first, what makes a company great? Is it amazing profits like Exxon? How about large sales volume like Amazon? A company that stays at the top for 100 years–like GE–is great. But new companies like American Giant and Tumblr are also great.
The answer is simple. Great companies have a significant impact on the world. They change the way other companies do business and people live their lives.
Apple is a perfect example. They’ve influenced the way companies around the world do business. Their products have made life easier, and cooler, for millions. How have they done it?
“Our goal is to try to bring a calm and simplicity to what are incredibly complex problems so that you’re not aware really of the solution, you’re not aware of how hard the problem was that was eventually solved.” -Jonathan Ive
Jonathan Ive is the Senior Vice President of Design at Apple. Basically, he’s the main designer of their products. In the quote, he’s saying that at Apple they try to make complex things very simple.
In this process, Apple has made products that do amazing things and are easy to use. Apple devices famously “just work”. These days, many competitors also make great products, but when you compared an Apple device in 2005 with a competitor, the difference was amazing. Apple was much better.
Supply Chain Management
Jonathan Ive and Steve Jobs are famous for making amazing products. But Steve Jobs was replaced by Tim Cook, not Jonathan Ive. Tim Cook’s job before becoming CEO was not in design. He was the COO.
In truth, Apple is a supply chain company with a small design team. Apple’s industrial design team has just 16 people on it. There are also teams for product design, manufacturing, and many others. But Apple has 80,000 employees. Where do they all work?
They’re all part of the supply chain. And in supply chain management, Apple has been just as amazing as more famous companies like Toyota. To assemble a computer or an iPhone, Apple needs to find the fastest way to put together batteries from Taiwan, screens from Korea, gyroscopes from Europe, and so on. Everything is assembled in China and then shipped around the world.
What’s more, Apple coordinates not just with their suppliers, but with supplier’s suppliers to ensure that they’ll have the raw materials necessary for their microchips, screens, and so on.
Apple went another step further and, instead of putting their products in stores, created their own stores with amazing customer service. Around the world, they’ve established partnerships with authorized Apple dealers.
In the end, Apple manages their products from raw materials to sales. More than anything else, they do this to create speed. The faster they are, the more products they can sell, and the quicker they can adapt to a changing world.
Product development and supply chain management are just two of the things that make Apple great. Next week, you’ll learn about their corporate strategy and marketing.
(1) Convince: To make someone think something is a good idea
He convinced me to buy stock in Facebook. I really think it’s going to to go up.
(2) Push Marketing: When you convince someone to buy something.
Push marketing succeeds when it shows that a product is good for someone.
(3) Pull Marketing: When you convince someone to convince someone to buy something..
Pull marketing can put pressure on the buyer from many sources.
1. What good thing does V8 assume we already know?
a. V8 is not just for old people
b. V8 is healthy
c. V8 is delicious
2. Who is the target of the Lucky Charms commercial?
c. People who want to have fun
3. What will Stuart Mill be about next week?
a. B2C marketing
b. B2B marekting
c. B2G marekting.
By Jeremy Schaar
Today on the blog, you’ll learn the difference between push marketing and pull marketing. You’ll also learn some examples of each. It will give you some ideas for how to market your product and help you discuss the ideas in English.
In short, push marketing is when you convince someone to buy something. Pull marketing is when you convince someone to convince someone to buy something. Let’s look at the ideas in more detail.
Push marketing is traditional marketing. A simple example would be an advertising campaign that stresses how great your product is. Let’s say you’re selling milk. You might create a television commercial where different people talk about how healthy milk is. Then, when people go to the store, they’ll buy milk because they want to be healthy. You pushed them to buy milk.
Here’s an example of a commercial that pushes you to buy the product:
V8 is a vegetable juice drink. In this commercial, they give examples of things that people are wrong about. For example, people are wrong about the fountain of youth and they’re wrong about lightning making people famous. They’re also wrong that V8 is only for older people. At the end, we hear that it’s “delicious and great”.
This commercial pushes us to buy V8 because it’s not just for old people and it tastes good. It assumes that we know it’s healthy, but that we don’t buy it because of it’s image as a bad tasting drink for old people. So the ad says those things aren’t true. Buy it.
So, what’s pull marketing? Let’s look at an example:
Why is this pull marketing? Because it’s not aimed at the person who will buy the breakfast cereal. Instead, it’s aimed at children who will then pull their parents to buy Lucky Charms.
The difference between push and pull is very important in marketing. Next week, we’ll look at what it means for B2B sales.