Logan Rivenes

Coffee Drinker | Marketer | Oakland Fan | Red Bike Rider

[Logan Rivenes @loganrivenes]

@amandanat Present.

[Logan Rivenes @loganrivenes]

@Shrynn10 @AaronOrendorff I’m a fan of “jobs to be done” as an alternative.

[Logan Rivenes @loganrivenes]

@jillklinvex @BeekeeperSocial for future of frontline work.

[Logan Rivenes @loganrivenes]

@micsolana The Tonga Room.

[Logan Rivenes @loganrivenes]

@Austen *Christmas Vacation.

[Logan Rivenes @loganrivenes]

@briannekimmel @bicyclecoffeeco not sure if they have a subscription, but delicious.

[Logan Rivenes @loganrivenes]

Products spread, but they need help.

How are you helping your champions spread your products?

[Logan Rivenes @loganrivenes]

When there isn’t time to meet, but you need to show a colleague how to do something, an email or screen shots may not be sufficient.

That’s why you use a product like Loom.

You can record your screen and a video to explain relatively complex things.

[Logan Rivenes @loganrivenes]

The question isn’t whether your product is spreading in an organization. We know that it will.

The real question is how do we find the champion, or couple of champions, doing the spreading. Then, help them spread it wider and faster.

[Logan Rivenes @loganrivenes]

One thing holds true, growing through existing customers is an effective strategy.

And just like Tylenol, it’s a sneaky way to take on competitors.

[Logan Rivenes @loganrivenes]

In the 1950s, a family owned pharmaceutical company saw an opportunity to use the chemical paracetamol – also known as acetaminophen – in medicine.

It was effective in reducing fevers and pain management.

This compound became the active ingredient in Tylenol.

[Logan Rivenes @loganrivenes]

Then, once you’ve done the costliest marketing activity – acquiring new customers – you can educate your existing customers about all the additional ways they can use your product.

You might call this customer marketing, increasing wallet share, or even the loss leader approach.