节目资讯
刊物:空中英语教室
日期:2013-06-14
难易度:High
关键字:mailing list, questionnaire, focus group, coverage, media kit
Hello, and welcome to Studio Classroom.
My name is Gabe.
And my name is Carolyn.
And you're joining us for the second day in our lesson about DIY Marketing, or
Do It Yourself Marketing.
Of course we already enjoyed a conversation between Ben and his Uncle Bob about
how Ben and Sandy will be doing their own marketing research for their company.
What is something that we learned or talked about yesterday, Carolyn?
Well, we learned that doing your own marketing, DIY, may not be as hard as it
sounds or as hard as you might think.
Because of the Internet, it is very easy for companies to connect with their
potential customers.
And that's really great news for small businesses.
What's something else we learned yesterday, Gabe?
Well, that's right.
The Internet is very important because they said, or Ben said: Who wants to pay
for advertising that nobody reads?
And of course one other benefit with the Internet is that you can get quick
feedback from potential customers or from other people who might be interested
in your product.
So Ben and Sandy are pretty excited about doing their own research for marketing
for their company.
So far their growth has leveled off.
But I think they might be improving sometime soon, especially if they do this
marketing research.
Let's continue this conversation today between Ben and Uncle Bob.
(Music).
DIY Marketing.
How are you going to run this marketing campaign?
At this point, we're basically going to follow a three-step plan.
First, we'll try to connect with our current and potential customers.
Are you going to create a mailing list?
Sort of.
At first, we'll probably just use social media like Facebook and Twitter to
connect with people we are working with.
Then we'll try to use those connections to gather information.
Are you going to use surveys or something?
(Music).
It seems like Ben has put some thought into what he and his wife Sandy want to
do for marketing.
And continuing our conversation between Uncle Bob and Ben.
Now Gabe, yesterday I was Uncle Bob.
Who would you like to be today?
All right. I'll be Uncle Bob today.
Here we go.
Here's Uncle Bob's first line.
How are you going to run this marketing campaign?
Oh. Well, the marketing campaign, yes.
At this point, we are basically going to follow a three-step plan.
Excellent. All right.
We're talking about a marketing campaign here, and they have a three-step plan.
Well, you could use that word "step" and talk about many numbers.
You might have a four-step plan, a 25-step plan for something.
But I want to take a look at that word "campaign" that Uncle Bob was talking
about.
You have a marketing campaign or a cause to do something.
Another campaign that I can think about is one that the lead singer from U2 has
right now.
The ONE campaign.
It's a campaign to fight against poverty and against preventable diseases - the
ONE campaign.
But what other kinds of campaigns can you think of?
Talk about those in English.
All right.
We're talking about this three-step plan.
Ben, please continue.
Oh. Yes, thank you, so.
We have a three-step plan.
First, we'll try to connect with our current and potential customers.
Excellent! Excellent, Carolyn, current and potential customers.
Well, what is the difference, Carolyn, current and potential?
Well, your current customer are the people who are already using your products
or the people who are already buying things from you.
Maybe they're already using his apps.
But potential customers are the customers that might be interested in buying his
products or using the apps that he makes, so.
If you have current customers, they're already buying from you; and potential
are people who might buy from you in the future.
All right.
And it seems like Ben and Sandy want to connect with these customers.
Uncle Bob asks:
Are you going to create a mailing list?
Great, Uncle Bob.
A mailing list; create a mailing list.
And that is one of the words from our Word Bank.
If you have a mailing list, then you have a list of names and addresses, and
probably now e-mail addresses and phone numbers as well.
But these help you to get in contact with people.
That's right.
It's a mailing list.
That's what we call it.
But of course you don't necessarily have to use written or handwritten mail and
send it to home addresses or PO boxes.
You could call it a mailing list for e-mail as well, or even maybe for Facebook
or something else.
It's basically a list of contacts.
That's your mailing list.
That's right.
Well, Ben responds: Sort of.
So Uncle Bob is talking about a mailing list, and probably just thinking about
addresses and writing letters to people.
But Ben has a different idea.
At first, we'll probably just use social media like Facebook and Twitter to
connect with people we are working with.
Well, that sounds like a pretty good idea.
You could use a mailing list and write letters.
But of course now with social media, things like Facebook and Twitter, this
could be a lot easier to work with people and connect with people.
Well, how does Ben continue?
He says: Then we'll try to use those connections to gather information.
All right.
So using those connections to gather information.
Uncle Bob says: Are you going to use surveys or something?
Well, this is a good question from Uncle Bob.
A survey is one way that you could get feedback about your product - using a
survey.
That's right.
A lot of businesses like to conduct customer surveys, and maybe it's online,
maybe it's over the phone.
I know a lot of times when I call places, they will say please stay on the line
for a short survey.
And they get your feedback right there so that they know whether or not the call
was helpful.
But he also says "or something," so Uncle Bob is not really sure what Ben's plan
is.
Maybe he wants to do a survey or maybe he wants to do something else.
That's right.
Well, Carolyn has been talking about surveys just now.
And one word she used was "conduct." If you are going to do a survey or you want
some information, some feedback, the verb you use is conduct.
C-O-N-D-U-C-T.
You can conduct a survey.
All right.
Let's learn something else with Michelle in the Language Lab, and we'll see you
very soon.
Hi, everyone. I'm Michelle.