Micromarketing: Co-creating a Community
#micromarketing lessons from a micro interview with Ravi Venkataramani of @ExeterPremedia & @kriyadocs
· Get clients (size does NOT matter!)
· Organize an event with your clients and prospects.
· Show them what’s there, then show them what’s coming.
· Leverage the transfer of trust from existing clients to the prospects.
· Co-create solutions
· Build a community
Transcript of the micro-interview:
Pravin: Hello and welcome to the #micromarketer. I’m your host Pravin shekar, outlier marketer and raconteur. And today we have Ravi Venkataramani, CEO of Exeter Premedia and founder of Kriyadocs, a document collaboration platform system. He is here to give us an episode of micro marketing from his entrepreneurial career. Over to you, Ravi.
Ravi: Thanks Pravin, thanks for having me.
Pravin: Our pleasure. Go on.
Ravi: So yeah, I mean, thanks for asking me about this question. I wanted to give you a story that really hit the micro marketing concept. So, when we launched Kriyadocs, this is about three or four years ago. When we launched Kriyadocs, we had the advantage of having a couple of early access customers, small customers, but a couple of early access customers came on. And they were good, but we weren’t necessarily able to get the big guys to join. And we were struggling to figure out how that was going to happen. I think they were all wondering about, “Hey, is this platform that is going to work for them? Is this something that will really do the job?”. And I think what I figured is as much as we could spend money on marketing and telling them how great a solution it was, we really needed them to get close to the product, get close to the people who are using it.
So, we decided to launch something called a “Kriyadocs conference”.
In that conference, we invited the people who are using our product, this about five people. But we invited the rest of the room, was about 15 other people who were all trialing the product. And these were people who had looked at Kriyadocs and liked what they were seeing, but they weren’t really sure about taking that next step.
So it was a gamble for us, because not only were these new people going to come and see and talk to existing customers who may or may not be happy, but they may also hear some some gripes and maybe some not so good things. It was a calculated gamble that we had to take. But we brought them all together, got them in a room. I think it was nice that we could get a room filled up with people.
We then talked about what we had with our product. We invited everybody who was using the product to share their feedback, what they liked, what they didn’t like. But we had kind of the trump card set up to go where we said,
“Hey, this is what we have so far. But here’s what’s coming….”
And we introduced a new version of Kriyadocs with all the bells and whistles and how it was going to solve their problems. What happened was everybody using the product went wow; they were thrilled that we were listening to them and implementing their requests and the new prospects were really excited about this. They saw that we were a company that was building a product, but we’re also able to take a product, evolve it, take it into the future, listen to our customer base, and allow them to interact. And so, people loved the fact that we were that sort of a company, they loved the fact that we were bringing people together, allowing them to share and they saw that we’re building a community. What happened right after the conference…; two big customers signed on and that made all the difference for us, for our journey from that.
Pravin: Brilliant Ravi, thank you very much for narrating this episode. A lot of learning for me from a #micromarketing perspective, which is you got the small clients and through them you got the bigger clients.
You built the community, you got the buyers and you got the “trialers” all in one room. You got them together to add value, to train, build their trust and a transfer of trust from those who are already your clients to those who were considering you. Awesome!
You’ve included co-creation in all that. So Ravi, thank you very much for sharing this know-how, sharp nuggets and a whole lot of information here. Thank you.
Ravi: Thank you. My pleasure.
Pravin Shekar is an outlier marketer, parallel entrepreneur and a raconteur.
Talk to him to rip apart and redo your marketing strategy.
mic @ PravinShekar.com .
Pravin is the author of three books: on outlier marketing, Getting paid to speak, and a collection of travel pics/romantic poems!
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