Here is my Homes Publishing Renovators Roundtable hosted by Jim Caruk of Caruk Group. A great session filled with Leaders representing the Contracting market from across Canada, discussing ways to elevate the industry and create positive change. Here are 5 seeds (ways of thinking) that if planted and nurtured can create a sustainable business model.

1. Our Story is made stronger, and realizable through the
hard effort, passion and energy of our people and
partners. We…
Their Stories Our Story
External
Branding
Internal
Branding
Connect. Build. Inspire.

2. 55 WWaayyss TToo SSeeeedd YYoouurr
BBuussiinneessss FFoorr OOrrggaanniicc
GGrroowwtthh
SSuurreesshh PPaarrmmaacchhaanndd
DDiirreeccttoorr ooff MMaarrkkeettiinngg
@mktngjnky UUppoonnoorr LLttdd

3. Market s

5. Brain Drain - Today
16 561 000
Age Distribution
3% 18% 24% 45% 11%
18-25 26-37 38-49 50-60 61-70 71+

6. Brain Drain – 10 years
14 739 292
Age Distribution
2% 2% 18% 23% 44% 11%
18-25 26-37 38-49 50-60 61-70 71+

7. Brain Drain – 15 years
11 261 480
Age Distribution
2% 2% 10% 21% 33% 32%
18-25 26-37 38-49 50-60 61-70 71+

8. SSeeaarrcchh aanndd
SSoocciiaall KKiilllleedd
tthhee
SSaalleessmmaann

9. Access
The access to information
that individuals have is
unprecedented today than any
other time in human history
84%
Canadians
Connected
source: stats Canada source: Oracle retail study

10. SSttaayyccaattiioonn PPhheennoommeennaa

11. Nesting
Individuals are spending
time making their houses
homes through
beautification projects
• Two-thirds of Canadians say gas prices affect their summer plans
• Declining loonie impacts decision making
• Summer travel is down 27%
• Residential investments as a percentage of households moved from 25% to
40% currently projected to ~3-5% increase for 2015 ($45 BN market in CDA)
source: Globalnews, TD Economics

12. TThhee RRiissee OOff
DDoo--IIff--FFoorr--MMee SSeerrvviiccee

13. Convenience
The new consumer market needs
services that eliminate the non-value
added routines many were use to.
• Gen Y and Millennials have grown up with different development traits
• Retail sales have stagnated while renovation wholesalers have seen an
increase in sales of ~3-5%
• Aging demographic want to spend longer time in homes and represent
~$2.2 BN in spending over next 2 years
source: Globalnews, TD Economics

14. PPaattiieennccee IIss NNoott AA VViirrttuuee

15. 9/10 US Consumers say they would pay more for superior
Customer experience
78% of customers have bailed on an intended transaction
because of a poor experience
86%
In 2011, 86% of consumers quit doing business with
a company due to a poor transaction or service
experience (vs. 59% in 2007)
80%
Of Customer Service related tweets on Twitter are
negative or critical of the brand in question, a large
majority of customers expect a reply in an hour.

16. SSoocciiaall SSaavveedd tthhee
RReessttaauurraanntt BBrraanndd
Responsiveness
The new requirements
that consumers place on
brands is nothing short of
instant
A abnormal experience at establishment.
Tweeted disappointment.
< 2hrs
Response from Biermarkt via twitter.
Request for my email address.
< 12hrs
Provided email address, and a response to
my email account was provided with a
request for details on experience.
< 24 hrs
After explaining experience the location
manager contacted me with a request to be
his guest.
A poor experience was made ecstatic by
organization trying to understand needs and
making good on their experience.

17. TThhee
WWaatteerrccoooolleerr
DDiiaarriieess
1
Storytelling
The tales that are told are
what resonate with individuals
and live far beyond the
moment they are recited

18. TThhee WWaatteerrccoooolleerr
DDiiaarriieess
Stories have been the way humans have transferred knowledge and
experience for millennia.
Stories are more easily accepted by Customers
Stories provide a means of delivering our unique message, experience and
value.
Stories allow our Customers to create an emotional connection to ourselves
and our organizations.
Stories allow your call to action to be realized

19. DDeetteerrmmiinnee CCuussttoommeerr

20. Website
Product
Print
Ad
Support
Services
Event
Print
Ad
Website
Event
Product
Support
Services
Path I
Path II
UUnnddeerrssttaanndd TThheeiirr
EExxppeerriieennccee

21. CCrreeaattee CCaattaallyyssttss

22. DDrriivvee CCoonnssiisstteennccyy

23. UUnnccoovveerr SSttoorriieess
Moments In Time

24. LLeeaarrnn JJaappaanneessee
2
Understanding
The trait that leads to success is
ensuring you take the time to listen
to your Customers needs, then
consistently delivering on them

25. HHooww TToo LLiisstteenn
D
A
Eyes – To see with wide open
(Be observant)
B
Undivided Attention – To see
with wide open (Be attentive)
C Heart – To feel (Be empathetic)
D Ears – To hear (Be attentive)
E Mind – To think (Be mindful)
A
E
B
C
Listening

26. 3
ABC
Contracting
est. 1945
Investigate
Creating a sustainable
business requires looking
at the business through a
different longer-term lens
LLiiffeeccyyccllee
MMaannaaggeemmeenntt

27. Ladder ooff CCuussttoommeerr LLooyyaallttyy
Customer
Catching
Companies spend too
much time here
Customer Keeping
Companies do not spend
enough time here
Advocate
Supporter
Client
Customer
Prospect
Target Prospect
Partner

28. Consistent EExxppeerriieennccee
Randomized Approach Systematic Approach
IHnetirmdiancgy
Business
Experience

29. Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Understanding tthhee LLiiffeeccyyccllee

30. LLeeggaaccyy MMaannaaggeemmeenntt
Business
Freshman Junior Senior Teacher
Evolution
Generation I
Business
Start-up
Business
Evolution
Business
Freshman Junior Senior Teacher
Start-up
Business
Sell-off
Business
Evolution
Legacy
Business
Market
Senior Teacher
Diversification
Generation II
Generation III
Neo
Business
Time

31. FFaacciilliittaattiinngg CChhaannggee
www.mybizon.com
A network of current and potential
business owners looking to buy or
sell businesses:
• Educated Community - Connect and
get educated. Whether Buyer or Seller
learn the most optimal ways to manage
the transaction.
• Data-Based Decisions - Robust tools
that assist with both the buying and selling
processes.
• Stress Free - A resource of Industry
professionals that assist with the process
or manage it for you.
BBiizzOONN -- BBuussiinneessss MMaattcchhmmaakkiinngg MMaaddee EEaassyy

32. Harnessing TThhee OOppiinniioonn
source: mackcollier.com, Think Like A Rockstar
LLeeaaddeerrss

33. PPaarreettoo RReevviieeww
Market A Market B Market C Market D Market E Market F

34. 8800//2200 RRuullee
Vital Few
Market A Market B Market C Market D Market E Market F

35. 2200//8800RRuullee
Trivial
Many
Market A Market B Market C Market D Market E Market F

36. Understanding tthhee LLiiffeeccyyccllee
Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Life Time Value: $500 000

37. Understanding tthhee LLiiffeeccyyccllee
Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Life Time Value: $510 000

38. Understanding tthhee LLiiffeeccyyccllee
Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Life Time Value: $518 000

39. Understanding tthhee LLiiffeeccyyccllee
Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Life Time Value: $520 000

40. Understanding tthhee LLiiffeeccyyccllee
Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Life Time Value: $540 000

41. Understanding tthhee LLiiffeeccyyccllee
Introduction
Growth
Maturity
Decline
Development
Sales Revenue
0+
Life Time Value: $560 000

42. SSttrraatteeggiicc PPaarrttnneerrsshhiippss
Opportunity: Leverage your offering
SSuupppplliieerrss
Strategic
Partnerships
Strategic
Partnerships
DDiissttrriibbuuttoorrss
CCuussttoommeerrss
CCoommppeettiittoorrss

43. Leveraging YYoouurr VVaalluuee
Opportunity: Leverage your offering

44. 4
TThhee SSoocciiaall

45. TThhee SSoocciiaall LLaannddssccaappee
Smartphone
Audience
49% 51%
72%
11113333%%%% 11113333%%%% 22221111%%%%
55552222%%%%
SSoocciiaall @@ PPllaayy
4444%%%% 9999%%%% 11111111%%%%
77776666%%%%
SSoocciiaall @@ WWoorrkk
2222%%%%
11119999%%%%
2222%%%%
33335555%%%% 44443333%%%%
source: CMPX survey 2014

46. TThhee SSoocciiaall NNeettwwoorrkk
Majority of online Canadians now use online social networking
sites, with a large portion doing so daily:
@ 62% have ever visited or browsed an online social network, up from
51% in 2010.
@ 30% visit site at least once a day, up from 19% in 2010.
@ 41% describe themselves as communicating more with people online
than offline.
@ 31% consider themselves active users, posting and replying to others’
posts.
@ Online Canadians have an average of 130 “friends” on their online
profiles, up from 123 in 2010.
@ 50% of online Canadians with a social networking profile have been
using social networks for at least three years.
source: webfuel.ca, ipsos reid interactive report

47. TThhee SSoocciiaall NNeettwwoorrkk
86% of Canadians have a Facebook profile, down from 90% in 2010, signifying
near market saturation. Still the most popular site among Canadians.
500 million users worldwide. Second most popular social media site in
Canada. .
200 million users worldwide, 7 million are Canadian which represents the 5th
largest market in the world. Users average income is ~$75k, most popular
industries are Finance and manufacturing. LinkedIn is the best social networking
site for lead generation. Most gained users of platforms
Relationship
Engagement requires
being genuinely involved
in conversations with
your audience
Second largest search engine in the world.
Canadians are highest viewers of video in
the world with an avg of 300 views per
month. Top sites (Justin Beiber,
VanossGaming and Just for Gags)
source: webfuel.ca, ipsos reid interactive report, huffington post, social bakers

48. Identify KKeeyy IInnddiiccaattoorrss

49. SSoocciiaall PPllaattffoorrmmss

50. GGeett NNoottiicceedd
www.yext.com www.neustarlocaleze.biz

51. 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
GGeett NNoottiicceedd

52. RReeppuuttaattiioonn MMaannaaggeemmeenntt
Easy as 1-2-3:
•1. Compose an email
including your press release
text and multimedia assets.
Send it to
tiny@pitchengine.com.
•2. We'll compile your
content, build your Tiny Pitch,
and send it right back to you
in a matter of seconds.
•3. Open your Tiny Pitch™ and
share it with your contacts
and social networks. Embed it
on your website or in a blog
post

53. TThhee HHoonneeyyccoommbb
EEffffeecctt
5
Integrated
Strategic success requires
being consistent with all
tactics

54. The HHoonneeyyccoommbb EEffffeecctt::
WWhhyy??
It allows businesses to leverage the inherent talent that exists within the
organization.
Because employees are engaged and part of the initiatives they become
ambassadors of the brand and effective storytellers.
Business owners need to show a return on all their investments and marketing is
no exception, by integrating all elements you optimize investment dollars.
By mapping Customers activity cycles and aligning tactics and messaging along
cycle we ensure engagement and value-enabled solutions.
Most businesses don’t have a large budget to create different messaging for each
target audience, by creating a consistent message all activities are cohesive.

55. EEnnaabblliinngg CCuussttoommeerrss
Step 1
Step 6 Solution
CCuussttoommeerr AAccttiivviittyy CCyyccllee
((CCoommpplleettiinngg GGllaauubbeenn MMaacchheenn))
Step 4
Inspiration & Choice Selection
Customer Relationship
Step 2
Step 3
Step 5
1
Solution
2
Solution
3
Solution
4

56. TThhee HHoonneeyyccoommbb EEffffeecctt
ABC Inc.
Builder
Program
Awareness
Engagement
Advocacy
Conversion
Feature
Product
Media
Case Studies
PR Plan
Tradeshows

57. IInntteeggrraatteedd
EExxaammpplleess

58. IInntteeggrraatteedd
EExxaammpplleess

59. NNuurrttuurriinngg YYoouurr FFuuttuurree
1 The Watercooler Diaries
2 Learn Japanese
3 Lifecycle Management
4 The Social Network
5 Honeycomb Effect

60. 55 WWaayyss TToo SSeeeedd
YYoouurr BBuussiinneessss FFoorr
OOrrggaanniicc GGrroowwtthh
#HomesRenovatorRoundtable
Suresh Parmachand
@mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com