Viewers can't expect TV to keep developing unless they make their wants known. And let's face it. The best way to make your wants known in this world is by 'beefing'.
When I was creating my Luxhair Now wig line, I was listening to what my fans were saying online because I wanted to make something that the average woman could wear to work.
I think social media, it in a way forces companies to be more authentic or more transparent because it gives a voice to the consumer and a reach to the consumer that they didn't have before.
Fans don't lie. They just tell you what they really think, and they see details that even people in fashion don't.
Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.
Hollywood can buy a lot of pieces of the puzzle, but the great thing is they can never buy word of mouth.
A lot of people believe in reading reviews. If I get too focused on some detail of what they've said about me, I'm going to end up shooting myself in the foot.
I just think that when you're coming out with a new product, you're gonna be criticized.
Society has changed so dramatically that it's empowered the individual, and technology has a lot to do with that. Years ago, if you had a bad experience at a restaurant, you could complain to the manager. Maybe you could picket. Now, you go online and write a review that may go viral.
The pace of change for entrepreneurs is rapidly accelerating, and the cost and risk of launching a new business and getting off the ground is just amazing. The ability to gain user feedback really quickly and adapt to what your consumers want is totally different with the web as it is now. But finding a new market, helping people and taking that original idea and turning it into a business is really exciting right now.
I go on Twitter and I ask my viewers, 'What would you like to see next season in my line?' or 'What are things you love to wear?' They're the ones wearing it, so I want to make sure it applies to them.
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
We need to listen to consumers' needs.
It is the new and different that is always most vulnerable to market research.
If you don't like my movies, don't watch them.
The rise of the citizen review site is a sobering development. No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn't any good, they'll out you.
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
Our audience tells us what they love, what they don't like, and - worst - what they don't care about.
When you read reviews on Yelp, you get a good sense of what's going to happen when you walk in the door of that business. The challenge is that there are fifteen million businesses in the U.S., and its very hard to communicate with all of them about how Yelp works, and why it works the way it does.
For all we are a manufacturer, we've always had a lot of communication with the consumer.
Know your target audience. Always keep them at the forefront of your mind. Understand their lifestyle and what they are looking for. Gather their feedback and use it to tailor your approach. The voice of the consumer is an essential input into the development of any fashion business or blog.
Run focus groups. Do whatever you need to do to get 8 to 10 people together in a room and put your product in front of them. Ask them how much they would pay for it and whether they would pay for it. It's really important to get user validation early and often.
If you are ready to put a product or service on the market, look at that product or service and see how you can test it inexpensively. Keep in mind, you'll only need one; you don't need 1,000 to get the answer.
I'm not changing any of my opinions or what I'm saying about a product in a video based on my relationship with the company… When they release a product, my job is to be honest and deliver what people want to see and what people need to hear.
I hear what people say, I read all the reviews, all the blogs, and I am always curious to hear it, because you can't always listen to the good press, you have to hear the bad press, too.
