Name: お客様とのコミュニケーションの取り方クラッシュコース アントレプレナーシップ #11 (How to Communicate with Customers: Crash Course Entrepreneurship #11)
Uploaded: 2021-01-14T10:30:04.000Z
Duration: 10 min 29 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：

Here's a cold, hard truth: no business, no matter how innovative and amazing it is,

will survive if people haven't heard of it.

If people don't know something exists, they'll never be able to purchase it.

Beyonce might drop a surprise album, but then she promotes the heck out of it.

The hype she gets from the surprise is part of her entrepreneurial strategy!

Ever since we've had products and services, we've needed channels to create awareness

And as our culture has evolved, so have our channels -- from simple posters in the 1800s,

to the launch of Pinterest (and the heyday of DIY wedding inspo) in 2010,

to whatever's happening on Instagram now in 2019.

We're always looking for new ways to share messages and stand out in the ocean of media

It's time to work on our communication skills.

I'm Anna Akana, and this is Crash Course Business: Entrepreneurship.

As we talked about in the last video, we're in a relationship with our customers (probably

And the key to any successful relationship is communication, which, in the business world,

should have at least one of three main goals.

This means finding and telling new people how valuable our business is, which is by

far the most expensive kind of communication.

Second, there's retaining customers, or making them want to stay with our business

This means communicating with them to demonstrate the value we're providing and how much we

And third, there's growing customers into better customers -- people who are more devoted

to our brand or spend more money at our business --

by telling them about the awesome new products or services our company is offering.

To acquire, retain, and grow customers, there are lots of things we might want to tell them:

That the soup of the day is potato leek and it's really tasty.

We've developed so many different communication methods that it's hard to know what will

Anna 1: So I tried out those electric pogo sticks the other day -- you know, like those

electric scooters but pogo sticks -- and actually really loved it!

I totally heard about that on a podcast the other day.

Anna 1: I saw it all over Twitter and Instagram, so I signed up for their mailing list, got

a discount code, and finally decided to try it.

I feel like it's the only ad I see on YouTube lately.

Anna 3: Hey, this carrier pigeon dropped this fancy

Some companies even go the extra, uh, 24 miles, like Red Bull.

Back in 2012, Red Bull set all kinds of records when they sponsored the world's highest

skydive -- 128,000 feet -- and live-streamed the whole event to over 8 million viewers.

All these communication strategies (yes, even the skydiving) fall into two types of channels,

depending on who's spreading the message.

There are direct channels and indirect channels.

Direct channels are communication pathways a business already owns or controls.

So ultimately, you're in charge of the message your customers receive.

Now, direct channels can be a physical message like an ad in the mail or a flashy billboard.

Physical messages also include conversations in physical places like stores or trade shows,

Or there are digital messages, like a website, an email, or posts from a business's social

REI, the outdoor equipment cooperative, is a master of the direct channel.

On the physical side, they've developed a strong community relationship with customers.

When you walk into a store, the staff are typically avid outdoors-people and know the

Customers can also call a local store to ask questions.

They offer classes for anyone who isn't born knowing how to backpack or fly-fish.

And they send coupons and distribute annual dividends to each member through snail mail.

REI's digital communication is also pretty sophisticated, with an e-commerce website

that includes customer reviews on products and links to photos, videos, and writing about

Plus, they have an expert advice blog with posts on everything from how to fall off a

They send emails with coupons, event updates, and new gear announcements.

And customers can download eight different REI-developed mobile apps for climbers, skiers,

trail runners, hikers, mountain bikers, and national park enthusiasts... to name a few.

On top of all that, they're active on social media.

With their hashtag #OptOutside, they let followers “share their adventure.”

Each of these direct channels helps them acquire, retain, and grow customers!

REI encourages beginners with how-to classes and helps members stay engaged with updates,

Indirect channels, which are owned by other businesses and organizations, can be really

So you can do all the talking, but you might also let other professionals talk to people

for you to widen your reach or get new customers to trust you.

I might doubt a TV ad that tells me a restaurant has the best turkey sandwich in the world,

but if John Green says it's good in a vlog, I trust his judgement.

I still won't eat it because I don't eat turkey, but I'll believe him.

Physically, an indirect channel could be selling a product in someone else's store -- anything

Target, to a wholesaler like Costco, to an independent brick-and-mortar business.

These places already have customers and key infrastructure in place, so this can really

Digitally, indirect channels have exploded.

Customers could find a business from another website, a podcast, a video, word-of-mouth,

or even featured on the news if someone famous is seen using a particular product.

Have you seen Channing Tatum's video talking about The Pattern? Google it!

Product reviews count as an indirect channel, too.

[Like, who hasn't scrolled through Amazon reviews as research?

字幕リスト動画再生

お客様とのコミュニケーションの取り方クラッシュコースアントレプレナーシップ #11 (How to Communicate with Customers: Crash Course Entrepreneurship #11)

entrepreneur

empathy

physical

acquire

お客様とのコミュニケーションの取り方クラッシュコース アントレプレナーシップ #11 (How to Communicate with Customers: Crash Course Entrepreneurship #11)

entrepreneur

empathy

physical

acquire

お客様とのコミュニケーションの取り方クラッシュコースアントレプレナーシップ #11 (How to Communicate with Customers: Crash Course Entrepreneurship #11)