10 ways to Convert Prospects to Partners

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This is a presentation from CMPX 2014 where we discuss how businesses need to rethink how the approach their customers and create organic engagement through being partners.

This is a presentation from CMPX 2014 where we discuss how businesses need to rethink how the approach their customers and create organic engagement through being partners.

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  • We’ve taken a hybrid approach.
  • ABOUT
    YouTube star who gives beauty tips to youngsters on the web.
    BEFORE FAME
    She started her YouTube channel at the young age of 14.
    TRIVIA FACT
    Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles.
    FAMILY LIFE
    When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel.
    ASSOCIATED WITH
    She has been interviewed by the Huffington Post, the publication started by Ariana Huffington.
  • ABOUT
    YouTube star who gives beauty tips to youngsters on the web.
    BEFORE FAME
    She started her YouTube channel at the young age of 14.
    TRIVIA FACT
    Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles.
    FAMILY LIFE
    When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel.
    ASSOCIATED WITH
    She has been interviewed by the Huffington Post, the publication started by Ariana Huffington.
  • Highest earning YouTube star, bringing in an estimated $7MM annually.
    In 2013, the PewDiePie channel went from 3.5 million to 19 million subscribers.
    New subscriber every 1.037 seconds.
  • Highest earning YouTube star, bringing in an estimated $7MM annually.
    In 2013, the PewDiePie channel went from 3.5 million to 19 million subscribers.
    New subscriber every 1.037 seconds.
  • Gary grew Wine Library from $4 million to upward of $50 million between 1998 and 2005.
    Saw the power of social media in 2005 when millions shared a Saturday Night Live clip called “Lazy Sunday.
    90,000 viewers per day at Wine Library TV.
    Quote from his father: “There are much bigger things to come…I think he has a very good chance to replace Oprah.”
  • Usher launched his career but had originally turned him down – which almost resulted in Bieber signing with Justin Timberlake – Usher saw his YouTube videos and changed his mind, the rest is history.
    He has more than 35MM followers on Twitter, which ranked him number one worldwide in January 2013.
    His favourite website is www.FreeTypingGame.net.
    He has announced that he has officially retired from the music industry…thankfully.
  • Liferay, a portal software provider, believes the economic vitality of both its customers and communities is just as important as its own.
  • Hugh-Involved Purchase – augmented reality app
  • Low Involved Purchase

Transcript

  • 1. My BrandNarrativeStory BRAND ME
  • 2. Brand ME Brand EnablersBrand Enablers
  • 3. My Brand EnablersMy Brand Enablers Reputation Network
  • 4. An Individual's worth will be based on reputation; which is the trust they have created within their social network. In The Not So Distant Future…
  • 5. B.E. Begin Everyday
  • 6. B.E. Truthful, Honest with Yourself Play Off Of Your Strengths:  Do they translate to value-enablers?  What are your Customers’ opportunities?  Work ≠ Business….do what you love!
  • 7. Nature vs. Nurture What is responsible for our development? Is is hereditary or is it a function of our environment?
  • 8. Nature
  • 9. Nurture
  • 10. Talent Utility = (Natural Ability)² + *(Story Factor) *Story Factor = Training + Experience u·til·i·ty yoo tilətē/ˈ͞ noun noun: utility 1.1. the state of being useful, profitable, or beneficial. "he had a poor opinion of the utility of book learning" tal·ent talənt/ˈ noun noun: talent; plural noun: talents 1.1. natural aptitude or skill. "he possesses more talent than any other player" •people possessing talent."I signed all the talent in Rome"
  • 11. Technical Aptitude Customer Service Process Management Quality What Is Your Unique Ability?
  • 12. Attracting Future Leaders: Lessons for the Kids from the Crowd
  • 13. nikanomics #ShamelessSelfPromotion CMPXLearningForum #Proud
  • 14. Technical Aptitude What Is Your Unique Ability? Positioning: “Our Organization Has the Most Knowledgeable Experts in The Field.”
  • 15. Goto Market Plan Marketplace Attracting Individuals That Are Looking For Technical Proficiency In Solutions. • Where Do They Reside? • How Do They Make Decisions? • How Can I Assist? Partner Profile:
  • 16. B.E. A Leader Get Involved:  Get Involved in the Market i.e. Associations, Local Committees, Board of Trade  Answer Customer Questions Through Blog, Quora, Discussion Board  Are you a change agent?  Indigogo  Fundrazr  Kickstarter  Uponor innovations
  • 17. RAISE YOUR HANDS
  • 18. B.E. A Leader – Get Involved The Industry has many Associations: CIPH – Canadian Institute of Plumbing and Heating HRAI – Heating Refrigeration and Air Conditioning Institute MCAC – Mechanical Contractors Association of Canada • Young executives • Technical Committee • Marketing Committee
  • 19. 5.5 MM Subscribers B.E. A Leader - It’s Proven to Work Wanted Girls to feel confident about themselves.
  • 20. B.E. A Leader - It’s Proven to Work Interesting Facts: -YouTube star who gives beauty tips to youngsters on the web. -She started her YouTube channel at the young age of 14. -Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles. -When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel. - She has been interviewed by the Huffington Post, the publication started by Arianna Huffington.- Most Anticipated Fashion Line by Aeropostale
  • 21. Focuses charitable efforts on Worldwildlife Foundation and St Jude Children's Research Hospital B.E. 25 MM Subscribers A Leader - It’s Proven to Work
  • 22. B.E. A Leader - It’s Proven to Work Interesting Facts: -Highest earning YouTube star, bringing in an estimated $7MM annually. -In 2013, the PewDiePie channel went from 3.5 million to 19 million subscribers. -New subscriber every 1.037 seconds. -Makes millions on game reviews Most Popular Channel on YouTube
  • 23. B.E. A Leader - It’s Proven to Work Interesting Facts: -Gary grew Wine Library from $4 million to upward of $50 million between 1998 and 2005. -Saw the power of social media in 2005 when millions shared a Saturday Night Live clip called “Lazy Sunday. -90,000 viewers per day at Wine Library TV. -Quote from his father: “There are much bigger things to come…I think he has a very good chance to replace Oprah.” Video Blogger Brand media consulting Agency Best selling Author Public Speaker Co-owner of wine retail store
  • 24. Insert Bieber B.E. A Leader - It’s Proven to Work Interesting Facts: -40 million followers on twitter -Forbes names 3rd most powerful celebrity in the world -Earns $55 MM per year -Sold 15 million albums It Started with Talent, Passion and a Video to Share His Story
  • 25. B.E. A Leader – Bring Your Ideas to Life What Ideas do you have?
  • 26. Death of The Traditional SalesmanDeath of The Traditional Salesman
  • 27. Why? • Access to information • Individuals and businesses have an unprecedented level of information at their fingertips • Information provides them with ability to get intimate with their opportunities and develop refined requirements • For traditional salespeople it then just becomes a pricing game…
  • 28. B.E. Therapeutic – Understand Their Story Begin every meeting as a discovery session: 1. Identify organizations or individuals that are in their purchasing cycle and/or a state of change 2. Listen to their situation 3. Ask probing questions 4. Get a clear understanding of what your customer requires by clarifying opportunities 5. Provide insights on the opportunities that the customer is pursuing 6. Coach customer on the purchasing process, potential pitfalls and offer assistance
  • 29. B.E. Therapeutic M&M listened to their customers’ issues and provided products that are high-quality and easy to prepare. While their prices are at a premium compared to supermarket prices, they are competitive versus fast food restaurants. They also make it easier for customers to get in and out quickly by introducing their patented “one aisle.” M&M heard their customers concerns and they addressed them in their offering.
  • 30. B.E. Noticeable Make It Easy To Be Found:  Get Listed   Yelp  Kijiji  Local Advertising
  • 31. B.E. Noticeable – Localization Is Key Localization Is Important Because: 1.Makes Content Relevant 2.Creates Stronger Connections 3.Improve Promotional Strategy Source: Socialmediatoday.com
  • 32. http://info.vilesilencer.com/top B.E. Noticeable – FREE Resources Are Available
  • 33. B.E. Noticeable - Opportunities 1) Advertise but don’t ask for reviews 2) Stay in constant contact with customers 3) Schedule same day service 4) Explain everything to establish trust 5) Diagnose failures over the phone when possible 6) Clean up after yourself 7) Deliver above and beyond customer expectations
  • 34. B.E. Noticeable- Local Advertising 1) Community Events • Charity walks • Festivals • Holiday Events 1) Community Publications 2) Networking/Partnering • Partner with complimentary products or services • Attend community network events i.e. Boards of Trade
  • 35. B.E. Relevant Get Social:  Like ≠ Respect  Ask Why Audience Uses Social Platforms? 1313%%1313%%1313%%1313%% 2121%%2121%% 5252%%5252%% Social @ PlaySocial @ Play 99%%99%% 44%%44%% 1111%%1111%% 7676%%7676%% Social @ WorkSocial @ Work 22%%22%% Source: CMPX survey, 2014
  • 36. hydronicsmike: Hey Bro. What about how social has changed business? mktngjnky: Good point. Getting to it. hydronicsmike: Cool not sayin. Just sayin. Good Talk BTW…. mktngjnky: Kk TTYL..
  • 37. B.E. Relevant Get Social:  Like ≠ Respect  Ask Why Audience Uses Social Platforms? 1313%%1313%%1313%%1313%% 2121%%2121%% 5252%%5252%% Social @ PlaySocial @ Play 99%%99%% 44%%44%% 1111%%1111%% 7676%%7676%% Social @ WorkSocial @ Work 22%%22%% Source: CMPX survey, 2014
  • 38. B.E. Relevant – Engage Audience ”It's rare for even a walk- in customer to come in and not have read our blog or seen our tweets.” Emerson Salon Share and Share Alike After booking an appointment, a user can share their appointment with friends on Twitter or Facebook. Since introducing social media into the mix, traffic to their website has more than tripled. It's no wonder the salon believes so strongly in the power of connecting.
  • 39. 7. How often do you use the following tools to conduct research? Never Rarely (< 2hrs) Sometimes (1-2 hrs) Often (3-5 hrs) Always (6 hrs+) 60%60%60%60% 36%36%36%36% 40%40%40%40% 36%36%36%36% 50%50%50%50%33% 3% 0% 3% 4% 20% 32% 9% 3% 12% 16% 17% 18% 4% 29% 14% 12% 2% 32% 5% Online Tools Magazines Newspapers Your Family Your Peers Does Our Market Behave Different Thank Our Customers? B.E. Relevant – Engage Audience
  • 40. B.E. Valuable Value Your Customers As If You Could Lose Them Today:  Respect The Opportunity They Provide  Drive Real Value With Them  Delight Them As A Matter Of Course
  • 41. B.E. Valuable – KANO Model Must-Be’s Basic Requirements Delighter’s Treasured M oments One dimensional performance Customer Elated Customer Very Dissatisfied Not Functional Fully Functional
  • 42. B.E. Valuable – Companies That Delight TUI offers mobile messaging that offers customers the opportunity to extend their travel. "If a guest clicks 'yes' to an extension, then we extend the hotel reservation, cancel the Friday return flight, and reserve a flight for Sunday," says the CEO, quoted in The Digital Enterprise. Opportunity: Last minute travel change Source: SmartPlanet
  • 43. B.E. Valuable – Life Cycle Management Source: SmartPlanet Liferay purposely picks distressed communities to set up new offices. CEO Brian Cheung emphasizes, however, that these efforts are not "charity." Rather, "these are dynamic economic environments where there are also business reasons for us, as well as engaged employees." In addition, the company keeps its software open source, meaning that customers can download as many copies as they want, and make any modifications they see fit. Opportunity: Customer Vitality
  • 44. ROIROMI PBB ROCE CAC CTS KPIs CTR NPS ALCR
  • 45. B.E. Consistent What Experience Does Your Customer Receive?  Understand Moments of Truth (MOTs) - Map Touch Points  How Can You Make Every Interaction Delightful
  • 46. Customer Activity CycleCustomer Activity Cycle (Consumer Wanting(Consumer Wanting To Renovate)To Renovate) B.E. Consistent Need Buying Inspiration&ChoiceSelection CustomerRelationship Planning Shortlist Building Enjoyment Print Web Tradeshow Brochure Social Vehicle Uniform Certified System Social
  • 47. Customer Activity CycleCustomer Activity Cycle (IKEA Home Improvement)(IKEA Home Improvement) Social Radio Social Thinking about renovating TV Looking for inspiration Social Catalogue Deciding on options Purchasing Product Store Designer Self selection Setting up product Childcare Restaurant Enjoy your home
  • 48. Customer Activity CycleCustomer Activity Cycle (Buying A Starbucks Coffee)(Buying A Starbucks Coffee) Free wifi Print Free itune Need a beverage Decide on options Think about next experience Enjoying Product Relaxing Environment Waiting for beverage Waiting for beverage Storefront customized Radio TV Print Variety Of compliments
  • 49. B.E. Consistent Ask Yourself… What Is Driving My Customer To Their Next Positive Experience?
  • 50. Starbucks Business Plan Today $1.35 Tomorrow $4.75 Achievable
  • 51. B.E. Transparent Ensure that you “Walk the Talk”:  Live your positioning  When mistakes happen, be honest  When unable to meet customers opportunities with current solutions set, be open  Create a collaborative partnership
  • 52. B.E. Transparent Launched in June, the Our Food, Your Questions program invites any Canadian to ask any question whatsoever about McDonald’s food on a special website. To ask a question, visitors must connect with Twitter or Facebook. This ensures higher social visibility and an increased opportunity for answers to go viral. Results: •Over 16,000 questions have been asked •Close to 10,000 questions have been answered •McDonald’s trust scores have increased by almost 20%
  • 53. B.E. Authentic Help Even If There Is No Sale:  View a Customer as more than a sale  Build a lifelong partnership in which you can grow together
  • 54. B.E. Authentic Fair Time Starved Family Friendly Discerning Taste
  • 55. B.E. Integrated B.E.B.E. Relevant Transparent Valuable Noticeable Consistent Leader Integrated Truthful Genuine Direct
  • 56. B.E. Integrated B.E.B.E. People Price Promotion Process Product Placement
  • 57. P-OffP-Off gmederos #OhNoHeDidnt #Trending @mktngjnky “P’ off CMPXLearningForum
  • 58. B.E. Integrated ABC Inc. ABC Inc. Brochures Advertisement Tradeshow DisplayVehicle Consistency: • Tone • Messaging • Imagery
  • 59. Go back and take a hard look at your business: - Who’s your audience? - What’s unique about you and your business? - What’s your approach? - Do you know what your Customers’ opportunities are? - Take swings? - Most Importantly… TELL YOUR STORY - What’s are you trying to achieve?
  • 60. @mktngjnky Linkedin.com/marketingjunky marketingjunky.wordpress.com Suresh Parmachand Top 10 Ways to Convert Prospects to Partners