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    John's Marketing Gems: 25 Tips from a Silicon Valley Veteran that will Make Your Company a lot of Money
    John's Marketing Gems: 25 Tips from a Silicon Valley Veteran that will Make Your Company a lot of Money
    John's Marketing Gems: 25 Tips from a Silicon Valley Veteran that will Make Your Company a lot of Money
    Ebook44 pages30 minutes

    John's Marketing Gems: 25 Tips from a Silicon Valley Veteran that will Make Your Company a lot of Money

    By John Thomasen

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    About this ebook

    John’s Marketing Gems is the remarkable culmination of John Thomasen’s career as the chief marketer at some of the top companies in the world. Having worked at companies including eBay, TiVo, and Fujitsu, as well as various tech startups, Thomasen has acquired marketing insights that few others ever have. Now it is time to share that knowledge with the world.

    John’s Marketing Gems is filled with 25 priceless gems that cover Brand Marketing, Online Marketing, Positioning, Product Marketing, and more.

    Gem #1: Pay the Customer, Not the Media Company
    Gem #2: Incentives Work
    Gem #3: Tell Me a Story
    Gem #4: The Truth about Testing
    Gem #5: What is Marketing?
    Gem #6: Give Me the Features
    Gem #7: ROI is Almost Meaningless
    Gem #8: I Hate Surveys
    Gem #9: I Love Surveys
    Gem #10: Cause a Riot
    Gem #11: Find Your Position
    Gem #12: Swarm Them
    Gem #13: Keep Loyalty Programs Simple
    Gem #14: Outsource Everything
    Gem #15: How I Tripled Sales at a Major Computer Company
    Gem #16: Understand the Situation
    Gem #17: How I Helped Revitalize TiVo
    Gem #18: Are Brands Important?
    Gem #19: People Remember Images
    Gem #20: Understand Your Margins
    Gem #21: Leverage the Knowledge of Others
    Gem #22: Limit Choices
    Gem #23: The Value of a Customer
    Gem #24: The 3 Ms of Viral Marketing
    Gem #25: Learn from Vitamin Water

    Industry media have shown praise for John’s Marketing Gems and John’s Online Marketing Gems.

    “Remarkable! The most inspiring marketing advice in years.”
    -- The San Francisco Chronicle

    “John Thomasen has done it. He has put together what can only be described as a classic.”
    -- Ivey Business Journal

    “Brilliant book. Thomasen provides plenty of useful examples. ”
    -- Buzzfeed

    LanguageEnglish
    PublisherJohn Thomasen
    Release dateSep 30, 2013
    ISBN9780972016377
    John's Marketing Gems: 25 Tips from a Silicon Valley Veteran that will Make Your Company a lot of Money
    Author

    John Thomasen

    John Thomasen is the author of John's Marketing Gems, John's Online Marketing Gems, and Frenzy: 55 Big Marketing Ideas to Acquire Customers and Supercharge Your Sales. Thomasen is a Silicon Valley marketing veteran who has launched highly-successful marketing programs at some of the biggest and best brands in the world, including eBay, TiVo, and Fujitsu, as well as various high-tech startups.

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      Book preview

      John's Marketing Gems - John Thomasen

      Industry media have shown praise for John’s Marketing Gems and John’s Online Marketing Gems.

      Remarkable! The most inspiring marketing advice in years.

      -- The San Francisco Chronicle

      John Thomasen has done it. He has put together what can only be described as a classic.

      -- Ivey Business Journal

      Brilliant book. Thomasen provides plenty of useful examples.

      -- Buzzfeed

      John’s Marketing Gems

      25 Tips From a Silicon Valley Veteran That Will Make Your Company a lot of Money

      John Thomasen

      Author of John’s Online Marketing Gems

      Published by John Thomasen at Smashwords

      Copyright 2013 John Thomasen

      This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      ISBN# 978-0-9720163-7-7

      Contents

      Gem #1: Pay the Customer, Not the Media Company

      Gem #2: Incentives Work

      Gem #3: Tell Me a Story

      Gem #4: The Truth about Testing

      Gem #5: What is Marketing?

      Gem #6: Give Me the Features

      Gem #7: ROI is Almost Meaningless

      Gem #8: I Hate Surveys

      Gem #9: I Love Surveys

      Gem #10: Cause a Riot

      Gem #11: Find Your Position

      Gem #12: Swarm Them

      Gem #13: Keep Loyalty Programs Simple

      Gem #14: Outsource Everything

      Gem #15: How I Tripled Sales at a Major Computer Company

      Gem #16: Understand the Situation

      Gem #17: How I Helped Revitalize TiVo

      Gem #18: Are Brands Important?

      Gem #19: People Remember Images

      Gem #20: Understand Your Margins

      Gem #21: Leverage the Knowledge of Others

      Gem #22: Limit Choices

      Gem #23: The Value of a Customer

      Gem #24: The 3 Ms of Viral Marketing

      Gem #25: Learn from Vitamin Water

      Acknowledgements

      Gem #1: Pay the Customer, Not the Media Company

      Have you ever had an a-ha moment in your career? I have had a few, but none has been more influential than the idea of paying the customer, not the media company.

      This idea to pay the customer really is nothing more than offering a customer an incentive, a practice which has been around since the stone ages. However, the way that I have been able to position the idea of offering an incentive to executives has had a profound impact on how I’ve been able to market products and services.

      This concept of paying the customer occurred to me while I was working at TiVo, the television DVR-maker. The company had been spending hundreds, and sometimes thousands of dollars to acquire each new customer. Each customer had a lifetime value (LTV) of a few hundred dollars, so we were paying considerably more to acquire a customer than the customer was worth to the business.

      Why would we, or any business for that matter, do such a reckless thing? For us, as well as many other public companies, it was about growth. We needed to show increasing growth in our subscriber base. Actually, in the case of TiVo, there was so much customer churn each month due to competition from free cable DVRs, that we were in desperate need of new customers just to maintain our subscriber count.

      So we took our considerable marketing budget and spent it

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