Finola Howard - New strategies for doing business


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New strategies for doing business june 2010

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Finola Howard - New strategies for doing business

  1. 1. 1<br />New Strategies for Doing Business<br />Presented by: Finola Howard<br />The Marketing Table Limited<br />
  2. 2. So what’s that about?<br />Letting go of the assumptions of how you’ve done business in the past.<br />Creating something that works for you now and in the future.<br />Understanding how business and communication has changed.<br />The ingredients now for a successful business are:<br />True Innovation of your Product or Service<br />Authentic Human Interaction.<br />Planning for Long Term Growth & not Short Term Profits.<br />2<br />
  3. 3. The World has changed over the last few years…<br />And so too…. has the business world…<br />3<br />
  4. 4. We’ve had…<br />7 Year Olds whose number one worry was terrorism just a few years ago…<br />The boundaries between Offline and Online blurring simply because the world’s gone mobile…<br />Online Interaction now fueling real world meet ups fostering a new culture of “Mass Mingling”.<br />Young people who will likely stay “linked” for the rest of their lives…<br />Our Culture of Consumption now radically changing … and moving towards the “experiential”.<br />The pace at which we live moving so fast that people are in a constant state of “Future Shock” & so “Nowism” takes centre stage.<br />And let’s not mention the economy…<br />4<br />
  5. 5. We’ve had…<br />A World of Change…<br />5<br />
  6. 6. And for business…<br />We’ve got “noise” everywhere. Everyone is talking so much that it’s hard to stand out.<br />The traditional “points of difference” are just average now and have become commodities in themselves.<br />The customer wants a say… and in a lot of cases businesses are trying to control that…<br />There’s a fear of letting go of how we did business in the past thinking that “lip service” to new ways of communicating will be enough.<br />It’s not… <br />6<br />
  7. 7. A recent study… <br />2,000 people surveyed in the UK and US earlier this year by Alterian…<br />Only 5% of consumers trusted advertising and 8% believe what the company says about itself.<br />Consumers actively engaging in Social Media feel more in control of relationships and more positive about their connection with brands in general.<br />A third of respondents using social media believe that “companies are genuinely interested in them.”<br />Mass Communication and One Way Conversations won’t work anymore.<br />Traditional Marketing is Dead… You’ve got to look at the individual customer and develop your strategy around that…<br />7<br />
  8. 8. So what do you do now?<br />8<br />
  9. 9. Take a look around… <br />Move beyond the obvious about your customers… Move beyond the surface demographics…<br />What do you really know about them?<br />How has all this change… changed them?<br />Are they really your customers any more? Are you sure?<br />What do they need now? How do they communicate?<br />9<br />
  10. 10. Now take a look at yourself…<br />Are you average or are you remarkable?<br />And remarkable means… “Are you worth remarking on?”<br />How can you turn your “commodity” into something remarkable… it’s been done for toasters, vacuum cleaners and so much more… so you can do it too…<br />10<br />
  11. 11. Try taking it to the edge…<br />Most businesses rest in the middle…<br />You can’t be the best at everything… so invariably you end up being “average”.<br />And average isn’t safe… especially now…<br />Jack Welch revolutionsed GE by saying “If we can’t be #1 or #2 then get out”<br />Try this exercise… and think about making your product… your marketing…<br />11<br />
  12. 12. 12<br />Right now you’re in the centre… and the things you’re really good at can be described at each edge.<br />Find the Edges…<br />And pick one that you can be remarkable at…<br />And move yourself there…<br />
  13. 13. A story for you…<br />How a taxi driver in New York changed how he did business…<br />… and another about a homeless guy…<br />13<br />
  14. 14. Now think about…<br />What would you do if your customer talked back…<br />14<br />
  15. 15. It’s a connected world…<br />One where people are sharing their lives and interacting with each in a way that they never have before…<br />Facebook 5 Million, Twitter 100 Million, LinkedIn 65 million and the list goes on…<br />Are you talking at or with your customers? Are you listening to them? Do you live in their communities? If not, start thinking about it. <br />We are not in a flat transaction world any more… <br />And customers are checking for authenticity… they want to trust who they do business with…<br />15<br />
  16. 16. Build Situations…<br />Where they have an input…<br />Where they can meet you or meet up…<br />Where they can tell their story…<br />Where they can get to know you, your business, your staff…<br />Where they can influence what you do next… <br />Where they can trust you…<br />16<br />
  17. 17. Now turn this into a strategy…<br />And stop thinking short term… and start thinking visionary…<br />17<br />
  18. 18. To Sum Up…<br />Take what you do… to the edge…<br />And be the best at that…<br />Find those customers that love that edge… and get to know them…<br />Take your customers out of the box and start to like them… and maybe, just maybe they’ll like you back…<br />Keep asking how you can build a two way conversation with them… that’s authentic…<br />Stop thinking short term… and play the long game… with vision…<br />18<br />
  19. 19. Books you gotta read…<br />Meatball Sundae by Seth Godin<br />It’s now how good you are, it’s how good you want to be by Paul Arden<br />Free Prize Inside by Seth Godin<br />Zag by Marty Neumeier<br />Outliers by Malcolm Gladwell<br />19<br />
  20. 20. Videos you gotta watch…<br />Social Media Revolution<br /><br />UsNow Film – More4<br /><br />The Virtual Revolution – BBC<br /><br />20<br />
  21. 21. Thanks for Listening…<br />Any questions?<br />21<br />