Creating WOW Stan Phelps Keynote November 2013 AENC M&CC

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  • Fantastic presentation, Stan. Thanks for following me, and I will definitely be following you to see the quality! Regards, Aki
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  • The 4 represents the value of that customers. People who become customers via referral are like gold.
    Why?
    - they have twice the average lifetime value than customers who walk in off the street or via traditional marketing
    - they will also refer twice the amount of people over their lifetime
  • The 4 represents the value of that customers. People who become customers via referral are like gold.
    Why?
    - they have twice the average lifetime value than customers who walk in off the street or via traditional marketing
    - they will also refer twice the amount of people over their lifetime
  • The 4 represents the value of that customers. People who become customers via referral are like gold.
    Why?
    - they have twice the average lifetime value than customers who walk in off the street or via traditional marketing
    - they will also refer twice the amount of people over their lifetime
  • The 4 represents the value of that customers. People who become customers via referral are like gold.
    Why?
    - they have twice the average lifetime value than customers who walk in off the street or via traditional marketing
    - they will also refer twice the amount of people over their lifetime
  • I’d like to provide a little background on my past to provide a sense of what’s taken me on this journey. Over the last 7.5 years I had the opportunity to work for an award winning experiential agency called Synergy. As Chief Solutions Officer, I worked with companies to create signature brand experiences. Larger than life stunts designed to drive earned media. In two words: Chasing impressions. Vying for the front page or the lead story on the evening news. Here’s a few examples. I helped launch a new KFC logo. A logo we built next to Area 51 in Nevada. The program was called Face from Space. The logo was so big it could be seen from space. We even shot it with the Google Earth satellite. We helped launch a microsite for M&M’s that allowed consumers to create their own M&M avatar. We built a 53 foot tall M&M statue of liberty on a barge. Sailing it into New York Harbor, even paying respects to the Lady herself.
  • I was in NYC where I had a ‘moment of truth’ . . . I’m at one these rooftop bars enjoying a 14 dollar beer. Meeting Expectations is the biggest myth in satisfaction
  • So I set off on a quest. A quest to find 1,001 examples of companies that did the little things, those that gave little unexpected extras for employees and customers. To be honest, I don’t know what I was thinking about when I came up with 1,001 examples. It took just about 27 months to crowdsource the first 1,001 examples.
  • I should have taken the advice that someone once gave me about cross country skiing. If you are going to learn how to cross country ski . . . It’s probably best that you start with a small country
  • So Why Purple and Why a Goldfish?
  • Let’s start with the Goldfish. There is one hotel chain that absolutely gets the concept of doing the little extras. Kimpton understands the importance of signature extras.
    There is always Starbucks coffee in the lobby for breakfast.
    Wine Tastings in the afternoon.
    Fresh Fruit around the clock.
    The hotel is also pet friendly, but my favorite. If you are staying at Kimpton for a few days. Maybe you are traveling for business and starting to get a little lonely, Kimpton will give you a goldfish for your stay.
  • Why Purple and Green
  • Are you ready to think outside the bowl?
  • Creating WOW Stan Phelps Keynote November 2013 AENC M&CC

    1. 1. CREATING MEMBER WOW LITTLE THINGS MAKE A BIG DIFFERENCE STAN PHELPS @9INCHmarketing | #AENC
    2. 2. SHIFT FROM ACQUISITION
    3. 3. ... TO DELIGHTING AND RETAINING MEMBERS
    4. 4. 25% to 125%
    5. 5. 4x’s
    6. 6. MOMENT OF TRUTH
    7. 7.   LITTLE THINGS CAN MAKE A BIG DIFFERENCE
    8. 8. Examples are Great, But...
    9. 9. Why Purple and Why a Goldfish?
    10. 10. GIVE A LITTLE UNEXPECTED EXTRA GUPPY LOVE
    11. 11. DEFINITION OF LAGNIAPPE ‘The Gift’ or ‘To Give More’ lagniappe (lãn-yãp)
    12. 12. Throw-Ins
    13. 13. Throw-Ins
    14. 14. Sampling 3. Sampling (value)
    15. 15. 3. Sampling (value)
    16. 16. First / Last Impressions
    17. 17. First / Last Impressions
    18. 18. Chapter 19 Follow Up 7. Follow-up (maintenance)
    19. 19. Chapter 19 7. Follow-up Up/Thank Follow (maintenance) You
    20. 20. Chapter 19 7. Follow-up (maintenance) Follow Up/Thank You
    21. 21. Chapter 19 Follow Up/Thank You 7. Follow-up (maintenance)
    22. 22. Chapter 20 Added Service 8. Added Service
    23. 23. Chapter 20 Added Service 8. Added Service
    24. 24. Handling Mistakes 12. Handling Mistakes (maintenance)
    25. 25. THINK OUTSIDE THE BOWL
    26. 26. ALWAYS EXCEED EXPECTATIONS
    27. 27. 12. Handling Mistakes (maintenance)
    28. 28. Renewal 12. Handling Mistakes (maintenance)
    29. 29. BOOK SPECIAL 1 for $10 3 for $20 LAGNIAPPE: BIT.LY/PURPLEGOLDFISH

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