Industrial Talk is chatting with Adam Pierno, Brand Strategy Leader at Arizona State University about “Understanding Yourself from the Customers’ Perspective”. The following is a summary of our conversation:
- Industrial IoT security and marketing strategies. 0:00
- Palo Alto Networks offers industrial IoT security solutions with improved ROI and reduced complexity.
- Scott MacKenzie interviews Adam on industrial talk, discussing marketing, sales, and leadership in the utility industry.
- Adam shares insights from his book on branding and marketing, emphasizing the importance of collaboration and education.
- Brand strategy and customer insights. 5:51
- Adam is a brand strategist at Arizona State University, where he practices and teaches data-driven audience and brand strategy.
- Adam's work involves figuring out the complexity of the Sun Devils brand across academics, athletics, and lifelong learning, and helping mid-sized and small businesses with similar challenges.
- Branding and marketing for a university. 8:18
- Scott MacKenzie asks Speaker 2 about differentiation at Arizona State University (ASU), with a focus on brand and how it relates to the school's charter.
- Adam explains that ASU's brand is built on the idea of providing opportunities for everyone who wants an education, regardless of who they are or where they come from.
- Adam highlights the importance of understanding the customer's perspective when marketing a business, emphasizing that the customer's needs and wants should be the focus of any messaging.
- Adam and Scott MacKenzie discuss the potential for a manufacturer to be passionate about their product, but the messaging may need to be adjusted to better resonate with customers.
- Understanding customer base for business growth. 13:23
- Adam identifies two groups of customers: "best customers" who buy high-margin products and "light buyers" who are new to the category.
- Adam creates a Venn diagram to balance messaging that retains current customers while attracting new ones.
- Scott MacKenzie emphasizes the importance of thorough persona development for businesses, using customer interviews and geographic research to gain insights into customer preferences and behaviors.
- Market research and customer insights. 18:02
- Adam explains that customers often don't know how to identify their competitors, and it's not always clear-cut.
- Adam uses interviews with customers to gather insights on their competitive landscape, but it requires asking the right questions and building rapport with the customers.
- Scott MacKenzie: "The number one output of research is more research."
- Adam : "It's like mining for gold, you usually find a big deposit, and then you're chasing dust."
- Involving stakeholders in research and addressing conflicts. 23:46
- Scott MacKenzie and Speaker 2 discuss the importance of involving all stakeholders in the research process to ensure buy-in and success.
- Adam uses workshops and active listening to address...