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SALES&MARKETING

Getting to R: The AIPEE Pyramid by Brian Vellmure

How do we create customers? And once we get them, how can we keep them? Has any of this really changed with the rapid rise of Social Technologies? The fundamentals of business haven’t changed – but the tools and technology available to us and how we can (and will be forced to) accomplish fundamental business goals like “New Customer Acquisition” have. I’ve attempted to illustrate my thoughts in the image below – called the AIPEE Pyramid.

So let’s examine each stage of the pyramid: STAGE 1: ATTENTION For marketers, here is where we are casting our net far and wide. The key difference versus what we’ve traditionally done is that companies can no longer rely on “shouting” a message. The new goal is to provide something of value…something so valuable that folks who have never even heard of you or your brand want to share it with their friends. The content that you provide might be a public webcast, podcast, video, white paper, etc. The idea is to get something interesting and valuable in front of the eyes of some key influencers within your demographic. STAGE 2: INTERACTION You’ve now garnered some attention, and have established a little bit of relational capital. Now is the time when some 1:1 interaction might take

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Bellwether Magazine | Third Quarter 2011

place. Dialogue at this stage will vary – but the offline equivalent might be saying “Hi – how are you doing?” to someone while waiting for a drink at the bar on in the line at the bathroom at a networking event. There is a shared common interest, and we’ve just been presented with an opportunity for some dialogue in passing. We’ve just gained permission to continue the conversation. STAGE 3: PERMISSION We have offered something of interest and value that the individuals have implicitly or explicitly asked to know more about us. Some examples of ways that this can manifest itself are: • Subscribing to our blog • Inviting us to connect on a Social Network • Giving us their contact information in exchange for a white paper, webinar, newsletter, free product sample or trial.

Bellwether - A Blytheco Magazine - Get Social  

When talking to leaders of small to medium-sized businesses, there seems to be a growing fear of becoming involved in social media in one wa...

Bellwether - A Blytheco Magazine - Get Social  

When talking to leaders of small to medium-sized businesses, there seems to be a growing fear of becoming involved in social media in one wa...