This was a presentation our Creative and Strategic Director, Suresh Parmachand delivered to the Canadian Water Quality Association (CWQA) membership.

5. My BrandNarrativeStory
BRAND ME

6. Brand ME
Brand Enablers

7. My Brand Enablers
Reputation
Network

8. 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…

9. B.E.
Begin Everyday

11. 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!

12. Nature vs. Nurture
What is responsible for our development?
Is is hereditary or is it a function of our
environment?

13. Nature

14. Nurture

15. Talent Utility = (Natural Ability)² + *(Story Factor)
*Story Factor = Training + Experience
u·til·i·ty
yo͞ oˈtilətē/
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
ˈtalənt/
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"

18. Technical Aptitude
Customer Service
Process Management
Quality
What Is Your Unique Ability?

19. Technical Aptitude
What Is Your Unique Ability?
Positioning:
“Our Organization Has
the Most Knowledgeable
Experts in The Field.”

20. 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:

22. 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

23. RAISE YOUR HANDS

24. B.E. A Leader – Get Involved
The Industry has many Associations:
CWQA – Canadian Water Quality Association
WQA – Water Quality Association
CWWA – Canadian Water and Wastewater Association
• Young executives
• Technical Committee
• Marketing Committee

25. 5.5 MM Subscribers
B.E. A Leader - It’s Proven to Work
19 yrs.
old
Wanted Girls to feel confident about themselves.

26. 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

27. 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
24 yrs
old

28. 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

29. B.E. A Leader – Knowledge Sharing
Twitch.tv Maven.co

30. 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.”
38 yrs
old
Video Blogger
Brand media consulting Agency
Best selling Author
Public Speaker
Co-owner of wine retail store

31. Insert Bieber
B.E. A Leader - It’s Proven to Work
20 yrs
old
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

32. B.E. A Leader – Bring Your Ideas to Life
What Ideas do you have?

34. Death of The Traditional Salesman

35. 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…

36. 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

37. 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.

40. B.E. Noticeable
Make It Easy To Be Found:
 Get Listed

 Yelp
 Kijiji
 Local Advertising

41. 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

42. http://info.vilesilencer.com/top
B.E. Noticeable – FREE Resources Are Available

43. B.E. Noticeable – Professional Solutions
www.yext.com www.neustarlocaleze.bizx

44. 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

45. B.E. Noticeable- Local Advertising
1) Community Events
• Charity walks
• Festivals
• Holiday Events
2) Community Publications
3) Networking/Partnering
• Partner with complimentary products or
services
• Attend community network events i.e.
Boards of Trade

47. B.E. Relevant
Get Social:
 Like ≠ Respect
 Ask Why Audience Uses Social Platforms?
13%13% 21%
52%
Social @ Play
9%4%
11%
76%
Social @ Work
2%
Source: CMPX survey, 2014

48. 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.

50. 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%
36% 40%
36%
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

54. 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

55. B.E. Valuable – KANO Model
Customer Elated
Customer Very Dissatisfied
Not Functional Fully Functional

56. 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

57. 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

59. ROIROMI
PBB
ROCE
CAC
CTS
KPIs
CTR
NPS
ALCR

60. B.E. Consistent
What Experience Does Your Customer Receive?
 Understand Moments of Truth (MOTs) -
Map Touch Points
 How Can You Make Every Interaction
Delightful

61. Customer Activity Cycle
(Consumer Wanting
To Renovate)
B.E. Consistent
Need
Buying
Inspiration&ChoiceSelection
CustomerRelationship
Planning
Shortlist
Building
Enjoyment
Print
Web
Tradeshow
Brochure
Social
Vehicle
Uniform
Certified
System
Social

62. Customer Activity Cycle
(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

63. Customer Activity Cycle
(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

64. B.E. Consistent
Ask Yourself…
What Is Driving My
Customer To Their
Next Positive
Experience?

65. Starbucks Business Plan
Today
$1.35
Tomorrow
$4.75
Achievable

67. 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

68. 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%

69. B.E. Transparent – Online Reviews
source: mackcollier.com, Bazaarvoice
80%
555%
80% of people that review products online
give a 4 out of 5 rating
Percent increase of QuickBook Pro
Advisors with reviews vs those with none
Complaints Are Gifts

71. 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

72. B.E. Authentic
Fair
Time
Starved
Family
Friendly
Discerning
Taste

73. B.E. Authentic
source: mackcollier.com, Think Like A Rockstar

74. B.E. Authentic
Market A Market B Market C Market D Market E Market F

75. B.E. Authentic
Vital Few
Market A Market B Market C Market D Market E Market F

76. B.E. Authentic
Trivial
Many
Market A Market B Market C Market D Market E Market F

79. B.E. Integrated
B.E.
Relevant
Transparent
Valuable
Noticeable
Consistent
Leader
Integrated
Truthful
Genuine
Direct

80. B.E. Integrated
B.E.
People
Price
Promotion
Process
Product
Placement

81. P-Off

82. B.E. Integrated
ABC
Inc.
Brochures
Advertisement
Tradeshow
DisplayVehicle
Consistency:
• Tone
• Messaging
• Imagery

86. @mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh Parmachand
Top 10 Ways to Convert
Prospects to Partners