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Great	
  First	
  Impressions	
  	
  
Winning	
  the	
  Hearts	
  of	
  New	
  Members

                        Presented	
  by	
  
  Sheri	
  Jacobs,	
  CAE,	
  President	
  +	
  Chief	
  Strategist
                 Avenue	
  M	
  Group,	
  LLC

         AICPA	
  &	
  CPA/SEA	
  Interchange	
  2010
                         July	
  23,	
  2010
                        8:30	
  -­‐	
  9:30	
  AM

                 TwiMer:	
  @chicagogirl27
Connect	
  the	
  
dots	
  with	
  four	
     !    "!   "!
straight	
  lines	
  
without	
  li>ing	
        !    "!   "!
the	
  pen	
  from	
  
the	
  paper.              !    "!   "!


                                          2
Connect	
  the	
  
dots	
  with	
  four	
     !    "!   "!
straight	
  lines	
  
without	
  li>ing	
        !    "!   "!
the	
  pen	
  from	
  
the	
  paper.              !    "!   "!


                                          3
A thousand words
will not leave so
deep an impression
as one deed.

~ Henrik Ibsen

                     4
Building a Member-Focused Culture
Zappos	
  is	
  a	
  service	
  company	
  
that	
  happens	
  to	
  sell	
  clothing,	
  
shoes,	
  handbags,	
  eyewear,	
  
watches	
  (and	
  eventually	
  a	
  
bunch	
  of	
  other	
  stuff).
Zappos	
  First	
  Impression




                                                      7




Zappos on Nightline
What	
  customers	
  see	
  first:
 Free	
  Shipping
 	
  Free	
  Return	
  Shipping
 	
  365-­‐day	
  Return	
  Policy
What	
  customers	
  
experience:
 Fast,	
  accurate	
  fulfillment
 	
  Surprise	
  upgrades
 	
  Friendly,	
  helpful,	
  “above	
  and	
  beyond”	
  service
 	
  SomeXme	
  direct	
  customers	
  to	
  compeXtors
9	
  Ways	
  to	
  Make	
  a	
  Great	
  First	
  Impression
1.	
  Let	
  staff	
  show	
  their	
  personality.
2.	
  Surprise	
  members	
  with	
  free	
  upgrades.
3.	
  Provide	
  free	
  shipping	
  -­‐	
  both	
  ways.
4.	
  Be	
  available	
  when	
  there	
  are	
  quesXons.
5.	
  Create	
  a	
  culture	
  of	
  happy	
  employees	
  who	
  are	
  happy	
  to	
  help.
6.	
  Offer	
  a	
  365-­‐day	
  return	
  policy	
  on	
  membership.
7.	
  Meet	
  needs	
  first	
  -­‐	
  poinXng	
  members	
  to	
  compeXtors.
8.	
  Think	
  long-­‐term	
  payoff	
  instead	
  of	
  short-­‐term	
  cost.
9.	
  Listen	
  to	
  their	
  needs	
  and	
  be	
  responsive.	
  


                                                                                            10
How	
  does	
  Web	
  2.0	
  
 come	
  into	
  play?


                                11
Razorfish	
  Study

4	
  out	
  of	
  5	
  Online	
  Adults	
  Now	
  ParYcipate	
  
                       in	
  a	
  Social	
  Network




                                                                   12
97%	
  searched	
  for	
  a	
  brand	
  online



          ICPAS




                                                 13
77%	
  watched	
  an	
  ad	
  on	
  YouTube




                                              14
40%	
  have	
  friended	
  a	
  brand	
  on	
  facebook




                                                          15
65%	
  say	
  a	
  digital	
  experience	
  
changed	
  their	
  opinion	
  of	
  a	
  brand




                                                  16
97%	
  say	
  the	
  experience	
  influenced	
  
their	
  decision	
  to	
  buy

                                         Membership
   Books




     EducaXon



                                                      17
67%	
  have	
  read	
  a	
  corporate	
  blog




                                                18
73%	
  posted	
  a	
  review	
  on	
  Amazon,	
  Twi`er




                                                          19
26%	
  follow	
  a	
  brand	
  on	
  Twi`er




                                              20
TradiYonal	
  CommunicaYons




                              21
Social	
  Influence	
  CommunicaYons




                                      22
“Your	
  brand	
  is	
  what	
  Google	
  says	
  it	
  is,	
  
          not	
  what	
  you	
  say	
  it	
  is.”
                  Chris	
  Anderson,	
  Wired	
  Magazine	
  




                                                                23
“Your	
  brand	
  is	
  what	
  your	
  members	
  
 says	
  it	
  is,	
  not	
  what	
  you	
  say	
  it	
  is.”
                Sheri	
  Jacobs,	
  CAE,	
  Avenue	
  M	
  Group	
  




                                                                       24
Making a great first
    impression.



                       25
What	
  is	
  the	
  first	
  interacYon?

                    Dear	
  Emily,
                    All	
   those	
   “hints”	
   paid	
   off.	
  
                    Especially	
   when	
   you	
   said,	
   “All	
   I	
  
                    really	
   want	
   this	
   year	
   is	
   an	
  
                    iPhone.”	
   All	
   we	
   ask	
   is	
   that	
   you	
  
                    show	
   us	
   how	
   it	
   works.	
   Dad	
  
                    might	
  want	
  one	
  too!

                    Love,	
  Mom	
  &	
  Dad




                                                                                  26
CreaYng	
  a	
  great	
  first	
  impression

 How	
  do	
  you	
  welcome	
  new	
  members	
  
                and	
  customers?

  Do	
  you	
  personalize	
  the	
  experience	
  
  beyond	
  adding	
  their	
  name	
  to	
  the	
  
                 salutaYon	
  line?



                                                       27
CreaYng	
  a	
  great	
  first	
  impression




                                              28
CreaYng	
  a	
  great	
  first	
  impression


   Do	
  you	
  make	
  it	
  easy	
  for	
  
   members,	
  prospects	
  and	
  
  customers	
  to	
  start	
  working	
  
            with	
  you?


                                                29
CreaYng	
  a	
  great	
  first	
  impression




Can	
  you	
  meet	
  or	
  beat	
  your	
  member’s	
  
expectaXons	
  with	
  your	
  product	
  or	
  service?

                                                           30
CreaYng	
  a	
  great	
  first	
  impression


                                 What	
  unexpected	
  
                                 delight	
  do	
  you	
  
                                 offer	
  your	
  
                                 members?




                                                      31
Do	
  you	
  follow	
  up	
  with	
  new	
  members?




                                                       32
What	
  are	
  some	
  ways
your	
  organizaYon	
  can	
  create	
  	
  
a	
  memorable	
  experience	
  at	
  
      the	
  beginning	
  of	
  the	
  
           relaYonship?

                                               33
20	
  Tips	
  
for	
  CreaYng	
  a	
  Memorable	
  
  First	
  Impression	
  and	
  a	
  
 LasYng	
  RelaYonship	
  with	
  
            Members.


                                        34
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                              Tip	
  #1
            Create	
  a	
  mantra	
  and	
  sYck	
  with	
  it.

                Use	
  your	
  mantra	
  as	
  a	
  filter.




                                                                   35
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                          Tip #2
        Think long-term payoff, not short-
                    term cost.




                                                                  36
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

        Tip	
  #3
      Elevate	
  new	
  
    members	
  to	
  VIP	
  
   status	
  when	
  they	
  
            join.

    Create	
  special	
  
   benefits	
  for	
  VIPs.


                                                                  37
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

          Tip	
  #4                     Sheri
                                      Avenue M
                                      employee
          Show	
  a	
  
        personality.

    Use	
  real	
  photos,	
  
   real	
  stories	
  +	
  real	
  
           people.


                                                                  38
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression


                          Tip	
  #5
     Use	
  crowdsourcing	
  tools	
  to	
  engage	
  new	
  
            members	
  and	
  collect	
  feedback.




                                                                  39
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                           Tip	
  #6
            Offer	
  a	
  365-­‐day	
  return	
  policy!	
  




                                                                  40
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                          Tip	
  #7
                Have	
  a	
  sense	
  of	
  humor.




                                                                  41
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

           Tip	
  #8
         Make	
  it	
  easy.
   •	
  Membership	
  ApplicaYon
   •	
  RegistraYon
   •	
  Web	
  site	
  -­‐	
  more	
  
       informaYon


                                                                  42
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                                             Tip	
  #9
                                      Show	
  feedback	
  not	
  
                                         tesYmonials

                                   “This	
  session	
  was	
  worth	
  
                                    genng	
  up	
  at	
  5:00	
  am	
  
                                     and	
  driving	
  halfway	
  
                                      across	
  the	
  state	
  to	
  
                                              a`end!”
                                                                    43
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression
                              Tip	
  #10
         Create	
  messages	
  that	
  are	
  portable.	
  
        Does	
  it	
  take	
  longer	
  than	
  5	
  seconds	
  to	
  	
  
             understand	
  your	
  message?




                                                                             44
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                          Tip	
  #12
        Include	
  free	
  items	
  with	
  membership.
          Free	
  shipping,	
  free	
  online	
  courses.




                                                                  45
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression




            Tip	
  #13
                               Text

  It’s	
  not	
  about	
  13ou!
                    Tip	
  # y
                     It’s	
  not	
  about	
  you!
                                                                  46
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                         Tip	
  #14
                 Ditch	
  the	
  single	
  voice.


                           Vs.!




                                                                  47
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

           Tip	
  #15
       Highlight	
  special	
  
                               Text
      interest	
  or	
  quirky	
  
                     Tip	
  #13
             items
           It’s	
  not	
  about	
  you!
                                                                  48
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                         Tip	
  #16
               Be	
  available.
         Sharing	
  is	
  as	
  important	
  a	
  
          community	
  acYvity	
  as	
  
               commenYng.

                                                                  49
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression



       Tip	
  #17
    Use	
  Member	
            Text

                Tip	
  #13
  Generated	
  Content.
                     It’s	
  not	
  about	
  you!
                                                                  50
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression
                          Tip	
  #18
Promote	
  the	
  brand	
  not	
  the	
  locaYon.



                  Is WHAT you know…REALLY so?




                                                                  51
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                          Tip	
  #19
          Create	
  a	
  human	
  connecYon.
     Members	
  may	
  only	
  interact	
  with	
  your	
  
   associaYon	
  via	
  the	
  Web	
  and	
  on	
  the	
  phone.	
  




                                                                       52
20	
  Tips	
  to	
  CreaYng	
  a	
  Memorable	
  First	
  Impression

                                        Tip	
  #20
  Build	
  your	
  communicaYons	
  around	
  the	
  most	
  
            common	
  reasons	
  people	
  share.
1.	
  Self	
  Interest	
  -­‐	
  They	
  will	
  benefit
2.	
  Altruism	
  -­‐	
  Sharing	
  makes	
  them	
  feel	
  good.
3.	
  ValidaXon	
  -­‐	
  Sharing	
  makes	
  them	
  feel	
  important
4.	
  Affinity	
  -­‐	
  Sharing	
  makes	
  them	
  feel	
  part	
  of	
  a	
  community.



                                                                                           53
The last 7 words
  spoken by all
failed companies
      are…

                   54
But we’ve
always done
it that way.
               55
!"#$"%#&'((#)*+,#-%,&'".&/#
0".1*21#3,4#
5),67#8*2"9&:#0;<     #      #   ##
=6,&7>,.1#?#0)7,@#516*1,A7&1 #   ##
;+,.%,#B#C6"%D:#EE0#         #   ##

F*2"9&G*+,.%,3A6"%D42"3 #        ##




                                      56

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Aicpa interchange great first impressions

  • 1. Great  First  Impressions     Winning  the  Hearts  of  New  Members Presented  by   Sheri  Jacobs,  CAE,  President  +  Chief  Strategist Avenue  M  Group,  LLC AICPA  &  CPA/SEA  Interchange  2010 July  23,  2010 8:30  -­‐  9:30  AM TwiMer:  @chicagogirl27
  • 2. Connect  the   dots  with  four   !  "! "! straight  lines   without  li>ing   !  "! "! the  pen  from   the  paper. !  "! "! 2
  • 3. Connect  the   dots  with  four   !  "! "! straight  lines   without  li>ing   !  "! "! the  pen  from   the  paper. !  "! "! 3
  • 4. A thousand words will not leave so deep an impression as one deed. ~ Henrik Ibsen 4
  • 6. Zappos  is  a  service  company   that  happens  to  sell  clothing,   shoes,  handbags,  eyewear,   watches  (and  eventually  a   bunch  of  other  stuff).
  • 7. Zappos  First  Impression 7 Zappos on Nightline
  • 8. What  customers  see  first: Free  Shipping  Free  Return  Shipping  365-­‐day  Return  Policy
  • 9. What  customers   experience: Fast,  accurate  fulfillment  Surprise  upgrades  Friendly,  helpful,  “above  and  beyond”  service  SomeXme  direct  customers  to  compeXtors
  • 10. 9  Ways  to  Make  a  Great  First  Impression 1.  Let  staff  show  their  personality. 2.  Surprise  members  with  free  upgrades. 3.  Provide  free  shipping  -­‐  both  ways. 4.  Be  available  when  there  are  quesXons. 5.  Create  a  culture  of  happy  employees  who  are  happy  to  help. 6.  Offer  a  365-­‐day  return  policy  on  membership. 7.  Meet  needs  first  -­‐  poinXng  members  to  compeXtors. 8.  Think  long-­‐term  payoff  instead  of  short-­‐term  cost. 9.  Listen  to  their  needs  and  be  responsive.   10
  • 11. How  does  Web  2.0   come  into  play? 11
  • 12. Razorfish  Study 4  out  of  5  Online  Adults  Now  ParYcipate   in  a  Social  Network 12
  • 13. 97%  searched  for  a  brand  online ICPAS 13
  • 14. 77%  watched  an  ad  on  YouTube 14
  • 15. 40%  have  friended  a  brand  on  facebook 15
  • 16. 65%  say  a  digital  experience   changed  their  opinion  of  a  brand 16
  • 17. 97%  say  the  experience  influenced   their  decision  to  buy Membership Books EducaXon 17
  • 18. 67%  have  read  a  corporate  blog 18
  • 19. 73%  posted  a  review  on  Amazon,  Twi`er 19
  • 20. 26%  follow  a  brand  on  Twi`er 20
  • 23. “Your  brand  is  what  Google  says  it  is,   not  what  you  say  it  is.” Chris  Anderson,  Wired  Magazine   23
  • 24. “Your  brand  is  what  your  members   says  it  is,  not  what  you  say  it  is.” Sheri  Jacobs,  CAE,  Avenue  M  Group   24
  • 25. Making a great first impression. 25
  • 26. What  is  the  first  interacYon? Dear  Emily, All   those   “hints”   paid   off.   Especially   when   you   said,   “All   I   really   want   this   year   is   an   iPhone.”   All   we   ask   is   that   you   show   us   how   it   works.   Dad   might  want  one  too! Love,  Mom  &  Dad 26
  • 27. CreaYng  a  great  first  impression How  do  you  welcome  new  members   and  customers? Do  you  personalize  the  experience   beyond  adding  their  name  to  the   salutaYon  line? 27
  • 28. CreaYng  a  great  first  impression 28
  • 29. CreaYng  a  great  first  impression Do  you  make  it  easy  for   members,  prospects  and   customers  to  start  working   with  you? 29
  • 30. CreaYng  a  great  first  impression Can  you  meet  or  beat  your  member’s   expectaXons  with  your  product  or  service? 30
  • 31. CreaYng  a  great  first  impression What  unexpected   delight  do  you   offer  your   members? 31
  • 32. Do  you  follow  up  with  new  members? 32
  • 33. What  are  some  ways your  organizaYon  can  create     a  memorable  experience  at   the  beginning  of  the   relaYonship? 33
  • 34. 20  Tips   for  CreaYng  a  Memorable   First  Impression  and  a   LasYng  RelaYonship  with   Members. 34
  • 35. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #1 Create  a  mantra  and  sYck  with  it. Use  your  mantra  as  a  filter. 35
  • 36. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip #2 Think long-term payoff, not short- term cost. 36
  • 37. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #3 Elevate  new   members  to  VIP   status  when  they   join. Create  special   benefits  for  VIPs. 37
  • 38. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #4 Sheri Avenue M employee Show  a   personality. Use  real  photos,   real  stories  +  real   people. 38
  • 39. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #5 Use  crowdsourcing  tools  to  engage  new   members  and  collect  feedback. 39
  • 40. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #6 Offer  a  365-­‐day  return  policy!   40
  • 41. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #7 Have  a  sense  of  humor. 41
  • 42. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #8 Make  it  easy. •  Membership  ApplicaYon •  RegistraYon •  Web  site  -­‐  more   informaYon 42
  • 43. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #9 Show  feedback  not   tesYmonials “This  session  was  worth   genng  up  at  5:00  am   and  driving  halfway   across  the  state  to   a`end!” 43
  • 44. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #10 Create  messages  that  are  portable.   Does  it  take  longer  than  5  seconds  to     understand  your  message? 44
  • 45. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #12 Include  free  items  with  membership. Free  shipping,  free  online  courses. 45
  • 46. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #13 Text It’s  not  about  13ou! Tip  # y It’s  not  about  you! 46
  • 47. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #14 Ditch  the  single  voice. Vs.! 47
  • 48. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #15 Highlight  special   Text interest  or  quirky   Tip  #13 items It’s  not  about  you! 48
  • 49. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #16 Be  available. Sharing  is  as  important  a   community  acYvity  as   commenYng. 49
  • 50. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #17 Use  Member   Text Tip  #13 Generated  Content. It’s  not  about  you! 50
  • 51. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #18 Promote  the  brand  not  the  locaYon. Is WHAT you know…REALLY so? 51
  • 52. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #19 Create  a  human  connecYon. Members  may  only  interact  with  your   associaYon  via  the  Web  and  on  the  phone.   52
  • 53. 20  Tips  to  CreaYng  a  Memorable  First  Impression Tip  #20 Build  your  communicaYons  around  the  most   common  reasons  people  share. 1.  Self  Interest  -­‐  They  will  benefit 2.  Altruism  -­‐  Sharing  makes  them  feel  good. 3.  ValidaXon  -­‐  Sharing  makes  them  feel  important 4.  Affinity  -­‐  Sharing  makes  them  feel  part  of  a  community. 53
  • 54. The last 7 words spoken by all failed companies are… 54
  • 56. !"#$"%#&'((#)*+,#-%,&'".&/# 0".1*21#3,4# 5),67#8*2"9&:#0;< # # ## =6,&7>,.1#?#0)7,@#516*1,A7&1 # ## ;+,.%,#B#C6"%D:#EE0# # ## F*2"9&G*+,.%,3A6"%D42"3 # ## 56