Good is the Enemy of Great


Uploaded by thinkvoices on 08.09.2011

Transcript:
[MUSIC PLAYING]
BRANDON PROCTOR: I encourage my employees to be innovative.
As it's almost part of our culture.
So we have a saying, even, at build.com, that good is the
enemy of great.
And we are constantly--
we'll have a record month and beat every sales
goal we've ever had.
But at the same time, we're constantly looking--
day one of the next month, how can we become better?
How can we actually do better?
So I think that as far as innovation is concerned, and
making sure you look at things, we say--

finding a better way, is something else we say.
It's interesting within this marketplace when it comes to
price, when it comes to everything you are pitted
against your competition, I think a lot of times people
get stuck on, well, on Facebook or
something like that.
They're doing coupon offers, or they're doing giveaways.
So thinking beyond that, and thinking outside of what
everybody else is doing, and thinking, well, how can I
actually engage people in more conversation or how can I
actually get people engaged without
necessarily offering something?
So being able to actually compete on a different level
and making sure that you're actually bringing new things
to the table at all times.
And what I encourage my employees to do is to make
sure that they are thinking about different ways--
instead of just what the competition are doing, which
everybody can do, is simply looking at finding different
ways to go to market.
As far as the relationship with our consumers is
concerned, things have changed dramatically.
And I think more online than anything else, because we're
actually, as marketers, for the first time, we're actually
offering relevant content to consumers, which
is shocking to people.
It's shocking that they actually get an ad of the
product they were just looking at when they're on Yahoo
Finance or they're browsing the Wall Street Journal.
The fact that they're getting relevant content that's
specific to their needs and wants for the first time,
actually is shocking to them.
And it's really funny to me, the fact that as marketers,
for the first time, we just--
we don't suck at giving the customers what they want.
So instead of spamming them with stuff that they just have
gotten used to ignoring, now it's almost jolting.
They are surprised that we're actually giving
them what they want.
So as far as how we changed our relationship, we just
simply don't offer stuff unless it's
relevant to the consumer.
We make sure--
it's an epic failure within paid search if we don't offer
the landing page that is applicable to the term they're
actually coming in on.
It's a failure if in fact our offer's not relevant to them,
whether it be in-site or whether it be outside of site.
Realizing that everybody has a profile and everybody--
that there's copies of me out there.
I realize that.
Even purchasing with Amazon, and the fact that I purchase
everything from Amazon, because I purchased one thing
from Amazon.
And they told me the rest of the things that I
was going to buy.
And this is the first time that's ever happened.
And I think it's just--
it's phenomenal when you actually realize that.
And you realize how easy it is with the data that we are able
to collect today to provide a personalized exceptional
experience to our consumers.
And the relationship between the retailer and the consumers
is only getting better.
[MUSIC PLAYING]