CIPHEX West presentation that discusses ways to effectively engage your customers and create sustainable partnerships.

5. My Brand NStaorrraytive
BRAND ME

6. Brand ME
BBrraanndd EEnnaabblleerrss

7. MMyy BBrraanndd EEnnaabblleerrss
Reputation
Network

8. In The Not So Distant Future…
An Individual's worth will be
based on reputation; which
is the trust they have
created within their social
network.

9. B.E.
Begin Everyday

11. B.E. Truthful, Honest with Yourself
# 1
Play Off Of Your Strengths:
Do they translate to value-enablers?
What are your Customers’ opportunities?
Work ¹ Business….do what you love!

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

13. Nature

14. Nurture

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

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

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

21. 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:

23. 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
# 3

24. RAISE YOUR HANDS

25. 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

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

27. 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

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

29. 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

30. B.E. A Leader - It’s Proven to Work
Insert Bieber
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

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

33. Death ooff TThhee TTrraaddiittiioonnaall SSaalleessmmaann

34. 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…

35. 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
# 3

36. B.E. Therapeutic – Emotional Connection
Opportunity: Emotional Engagement
How to Establish an Emotional
Connection:
– 1. Ground your brand identity in
emotional values that set you apart from
the competition and resonate with your
consumers.
– 2. Give long-term customer
relationships priority over short-term
sales.
– 3. Use your brand—not product
categories—to determine your business
scope and scale.
– 4. Perpetually ask and answer: “What
business are we really in?”
Source: http://www.forbes.com/sites/onmarketing/2014/01/08/great-brands-aim-for-customers-hearts-not-their-wallets/

37. B.E. Therapeutic – Create Sustainable Practices
Uponor is a building materials company that is
the world leader in commercial and residential
water distribution and temperature control
systems.
Uponor also is an expert in heating and cooling
training, marketing and lean thinking.
They have provided value to their customers
by not only serving their building material
needs, but extending their expertise in other
areas to assist their partners grow their
respective businesses.
Opportunity: Lifecycle Management

38. B.E. Therapeutic – Lead Nurturing
Opportunity: Conversion Pipeline
Lead
Generation
Lead
Marketing
Qualification Awareness Interest
Purchase Advocacy
Hand-off Hand-off
Suspect Prospect
- Training
- Direct Mail
- Lunch n’ Learns
- Associations
C
- Events
- Tradeshows
- Associations
A
B
E
- Outbound call through
Contact Centre C
A B D
Customer

41. B.E. Noticeable
# 4
Make It Easy To Be Found:
Get Listed

Yelp
Kijiji
Local Advertising

42. 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

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

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 – Reputation Management

46. B.E. Noticeable – Reputation Management
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

47. B.E. Noticeable – Reputation Management
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

48. 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

50. B.E. Relevant
# 5
Get Social:
 Like ≠ Respect
Ask Why Audience Uses Social Platforms?
11113333% 11113333% 22221111%
55552222%
SSoocciiaall @@ PPllaayy
4444% 9999% 11111111%
77776666%
SSoocciiaall @@ WWoorrkk
2222%
Source: CMPX survey, 2014

51. B.E. Relevant - Social Worth
Opportunity: Responsible Advertising Options
No Advertising Self Advertising
ello
tsu

52. 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.
Opportunity: Self Serve

53. Meet Your Search Custodians

54. B.E. Relevant – Engage Audience
7. How often do you use the following tools to conduct research?
Always (6 hrs+) 66660000%
Often (3-5 hrs)
Sometimes (1-2 hrs)
Rarely (< 2hrs)
Never
4%
33% 55550000%%
17%
33336666% 44440000%%
33336666%
3%
0%
3%
4%
20%
32%
9%
3%
12%
16%
18%
29%
14%
12%
32%
2%
5%
Online Tools Magazines Newspapers Your Family Your Peers
Does Our Market Behave Different Thank Our Customers?
Source: CIPH/HRAI study

59. B.E. Valuable
# 6
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

60. B.E. Valuable – KANO Model
Customer Elated
Delighter’s
Treasured Moments
One dimensional performance
Must-Be’s
Basic Requirements
Customer Very Dissatisfied
Fully Functional

61. 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

62. B.E. Valuable – Social Responsibility
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

63. B.E. Valuable – Strategic Partnerships
Opportunity: Leverage your offering

64. B.E. Valuable – Strategic Partnerships
Opportunity: Leverage your offering

66. ROI
PBB
NPS
ROMI
CAC
ROCE CTS
KPIs
CTR
ALCR

67. B.E. Consistent
What Experience Does Your Customer Receive?
Understand Moments of Truth (MOTs) -
Map Touch Points
How Can You Make Every Interaction
Delightful
# 7

68. CCuussttoommeerr AAccttiivviittyy CCyyccllee
((CCoonnssuummeerr WWaannttiinngg
TToo RReennoovvaattee))
B.E. Consistent
Need
Buying
Inspiration & Choice Selection
Customer Relationship
Planning
Shortlist
Enjoyment
Certified
System
Building
Print
Web
Tradeshow
Brochure
Social
Vehicle
Uniform
Social

69. CCuussttoommeerr AAccttiivviittyy CCyyccllee
((IIKKEEAA HHoommee IImmpprroovveemmeenntt))
Social
Radio
Enjoy your home
Social
Thinking about
renovating
TV
Social
Looking for
inspiration
Catalogue
Deciding on
options
Purchasing
Product
Store
Designer
Setting up product
Self
selection
Childcare
Restaurant

70. Focus on
Your
Strengths!
B.E. Consistent

71. CCuussttoommeerr AAccttiivviittyy CCyyccllee
((BBuuyyiinngg AA SSttaarrbbuucckkss CCooffffeeee))
Free
wifi
Print
Relaxing
Environment
Free
itune
Need a beverage
Storefront
Decide on
options
Think about next
experience
Enjoying Product
Waiting for
beverage
customized
Waiting for
beverage
Radio
TV
Print
Variety
Of
compliments

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

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

75. 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
# 8

76. 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%

77. B.E. Transparent – Online Reviews
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
source: mackcollier.com, Bazaarvoice

79. 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
# 9

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

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

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

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

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

87. B.E. Integrated
BB..EE..
Relevant
Transparent
Valuable
Noticeable
Consistent
Leader
Integrated
Truthful
Genuine
Direct
# 10

88. B.E. Integrated
BB..EE..
People
Price
Promotion
Process
Product
Placement

89. PP--OOffff

90. B.E. Integrated
Brochures
ABC
Inc.
Advertisement
Vehicle Display
Tradeshow
Consistency:
• Tone
• Messaging
• Imagery

91. B.E. Integrated – Experience Matters
9/10 US Consumers say they would pay more for superior
source: helpscout.net
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.

92. B.E. Integrated - Storyscaping
Consistency:
• Tone
• Messaging
• Imagery
B.E.
Ass ociations
Promotions
Literature
Product
Case
Studies
¹
Advertising
SEM
Feature
Product
Lunch N
Learns
Catalogue
Customer Experience
¹ source: Storyscaping, Legorburu & McColl

95. 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?

96. TToopp 1100 WWaayyss ttoo CCoonnvveerrtt
PPrroossppeeccttss ttoo PPaarrttnneerrss
Suresh Parmachand
@mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com