Brand Your Own Business - Opening General Session - PBE 2018
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This document contains excerpts from a presentation by Tim Miles on building a strong brand through defining goals, values, strategic planning, customer experience, and effective messaging. The presentation emphasizes keeping customers at the center and using a company's values to architect customer feelings. It provides examples of sequencing messages to evoke mental images and mapping the customer journey through touchpoints.
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Brand Your Own Business - Opening General Session - PBE 2018
- 4. How many of you check your phone before you get out of bed?
- 5. WILLIPEDIA
- 10. Tony Schwartz New York Times, 11/28/15 According to one recent survey [by Adobe], the average white-collar worker spends about six hours a day on email. That doesn’t count time online spent shopping, searching or keeping up with social media. The brain’s craving for novelty, constant stimulation and immediate gratification creates something called a “compulsion loop.” Like lab rats and drug addicts, we need more and more to get the same effect. “
- 11. The average consumer? The average teenage girl? Disengaged workers?
- 12. We are the MOST DISTRACTED GENERATION in the history of the earth!
- 14. And Yet…
- 15. The Coming Year…
- 16. How?
- 17. Now that the cycle of new is eating itself in a race to ever faster, there’s a better chance to make long-term, significant change by getting back to focusing on what works... not what’s merely new and shiny.
- 18. What are we going to do today?
- 19. 25 YEARS
- 20. 2 DAYS
- 21. 400+ PAGES
- 22. 40 MINUTES
- 23. I’m going to give you a glimpse behind the curtain at what’s worked.
- 24. Intuitively for more than two decades.
- 25. It’s been my obsession to give it structure for over four years.
- 26. FRAMEWORK
- 27. DIAGNOSE
- 28. THE GOOD NEWS?
- 30. Simple can be harder than complex... to be simple, you have to get your thinking clean, but you get there, you can move mountains.
- 32. Pancakes & Bacon
- 34. Goals &ValuesGOALS AND VALUES
- 35. Goals &Values Strategic Planning GOALS AND VALUES STRATEGIC PLANNING
- 36. Goals &Values Strategic Planning GOALS AND VALUES STRATEGIC PLANNING CUSTOMER EXPERIENCE
- 37. Goals &Values Strategic Planning Customer Experience Messaging GOALS AND VALUES STRATEGIC PLANNING CUSTOMER EXPERIENCE MESSAGING
- 38. Goals &Values Strategic Planning Customer Experience Messaging MediaMEDIA GOALS AND VALUES STRATEGIC PLANNING CUSTOMER EXPERIENCE MESSAGING
- 39. Goals &ValuesGOALS AND VALUES
- 41. Because of the nearly limitless distractions, your team MUST be on the same page.
- 42. “What is it, specifically we’re trying to make happen?”
- 43. If asked privately and separately, would your team give me the same answer?
- 44. What tools will you and your team use to help you get where you’re going?
- 45. VALUES
- 46. VALUES DETERMINE THE STRENGTH OF A BRAND
- 47. WHAT IS A BRAND?
- 48. APPLE
- 49. DISNEY
- 50. STARBUCKS
- 51. TRIFEXIS
- 52. YOUR GRANDMA
- 53. YOUR BUSINESS A brand is simply the sum total of all the mental images and feelings - good and bad - a customer has about your company ... even if that customer hasn’t done business with you yet.
- 54. We buy what we buy because our choices remind us - and tell the world around us - who we are. WHOAREYOU?
- 55. Building a strong brand is simple, but that doesn’t mean it’s easy. WHOAREYOU?
- 56. All you have to do is mirror the values you already hold dear ... as do thousands of others in your market. WHOAREYOU?
- 58. WHOAREYOU?
- 59. WHOAREYOU?
- 60. A brand diamond consists of five values that reflect how a person or company thinks, acts, and sees the world.
- 61. Consistent, frequent use of their five values has helped our clients grow by double- and triple-digit percentages over our years together.
- 62. They make you feel how you feel by consistent, frequent use of their five values.
- 63. Architecting how a customer feels about you is called BRANDING.
- 64. You’ve always had these values… even if you haven’t always consciously been using them.
- 70. WITHOUT A PLAN TO USE THEM
- 71. WALK the TALK WITHOUT A PLAN TO USE THEM
- 72. Goals &Values Strategic Planning GOALS AND VALUES STRATEGIC PLANNING
- 73. SYSTEMS, POLICIES, PRODUCTS, ASSURANCES, PROCEDURES CHOICES & OBSERVABLE ACTIONS THAT MANIFEST YOUR CORE VALUES AND PURPOSE IN EVERY TOUCH POINT
- 74. WHAT ARE YOUR TOUCH POINTS?
- 75. EVERY INTERACTION WITH A CUSTOMER OR CUSTOMER-TO-BE
- 77. It’s far easier and more profitable to keep current patients happy than to acquire new ones.
- 78. THE MATH OF GOOD CUSTOMERS
- 79. What’s the value of a customer over her lifetime?
- 80. How much does each lead cost?
- 81. How much does it cost to acquire a new customer?
- 82. These questions remind you it’s far easier and more profitable to keep current patients happy than to acquire new ones.
- 84. COMPANY CONSTITUTION 1. Business Model 2. Walking the Talk 3. Your Market Potential & Share 4. Your Competition 5. Your Marketing Budgets 6. Your Blind Spots 7. Your Customer Profiles 8. Your Guarantees, Signals, Warranties & Assurances 9. Your Causes 10. Your Team
- 85. Goals &Values Strategic Planning Customer Experience GOALS AND VALUES STRATEGIC PLANNING CUSTOMER EXPERIENCE
- 86. SEQUENCING TOUCHPOINTS TO MAP THE CUSTOMER’S JOURNEY FROM UNKNOWN TO ADVOCATE
- 89. MAP YOUR CUSTOMER EXPERIENCE USING THOSE TOUCHPOINTS
- 90. TUNE YOUR CUSTOMER EXPERIENCE USING YOUR BRAND DIAMOND
- 91. Shareworthy Service Industry Luncheon – 12 P.M. Tomorrow This Room
- 92. MOM CRY MADE MY a guide to Shareworthy Customer Service BEST BUY TIM MILES
- 93. Goals &Values Strategic Planning Customer Experience Messaging GOALS AND VALUES STRATEGIC PLANNING CUSTOMER EXPERIENCE MESSAGING
- 94. An Energy of Words
- 95. Powerful Messaging Sequences Mental Images
- 96. YOUR GRANDMA
- 97. YOUR GRANDMA RIDING A GIRAFFE
- 98. YOUR GRANDMA PLAYING THE SAXOPHONE RIDING A GIRAFFE
- 99. YOUR GRANDMA PLAYING THE SAXOPHONE WEARING A RASPBERRY BERET RIDING A GIRAFFE
- 100. YOUR GRANDMA PLAYING THE SAXOPHONE WEARING A RASPBERRY BERET AND BLUES BROS. SUNGLASSES RIDING A GIRAFFE
- 101. YOUR GRANDMA PLAYING THE SAXOPHONE WEARING A RASPBERRY BERET RIDING A GIRAFFE IN A YELLOW POLKA DOT DRESS AND BLUES BROS. SUNGLASSES
- 102. YOUR GRANDMA PLAYING THE SAXOPHONE WEARING A RASPBERRY BERET IN A YELLOW POLKA DOT DRESS OUTSIDE A COFFEE SHOP RIDING A GIRAFFE AND BLUES BROS. SUNGLASSES
- 103. YOUR GRANDMA PLAYING THE SAXOPHONE WEARING A RASPBERRY BERET IN A YELLOW POLKA DOT DRESS OUTSIDE A COFFEE SHOP RIDING A GIRAFFE THAT SMELLS OF FRESH BREAD AND BLUES BROS. SUNGLASSES
- 104. Examples?
- 107. Messaging Workshop TODAY – 2 P.M. CIRRUS B
- 108. Two Kinds of Customers Industry Luncheon – 12 P.M. Tomorrow This Room
- 109. MEDIA GOALS AND VALUES STRATEGIC PLANNING CUSTOMER EXPERIENCE MESSAGING
- 110. Relax. Pick. Focus. Learn. If you’ve built a strong foundation using the first order of business, you’ll be positioned strongly to succeed. I’ve never seen a business fail because they chose the wrong advertising channel. But I’ve seen hundreds fail because they said the wrong thing or delivered a poor experience.
- 111. What you say Where you say it How you act
- 112. Relax. Pick. Focus. Learn. • radio • ppc / seo / retargeting • cable tv • broadcast tv • facebook / instagram • email • direct mail • social / content • video / preroll
- 113. THREE THINGS MORE IMPORTANT THAN WHICH CHANNEL
- 114. CONSISTENCY
- 115. FREQUENCY
- 116. RELEVANCE
- 117. THREE THINGS MOST IMPORTANT ABOUT MEDIA CHANNELS?
- 118. FEWER CHANNELS
- 119. MORE FREQUENCY
- 120. MORE MESSAGES
- 121. WITH THOUSANDS OF CHANNELS, HOW DO WE CHOOSE?
- 122. WHICH MEDIA IS THE HIGHEST & BEST USE OF YOUR MONEY?
- 123. Marketing Q &A 2 P.M. Tomorrow Cirrus D
- 124. Relax. Pick. Focus. Learn. • It’s never been simpler to communicate powerfully. • That doesn’t mean it’s easy. • The hard part is knowing what to say and how to say it and live it. • Now you know.
- 125. THE FIRST ORDER OF BUSINESS
- 127. GetTims.Email