By Tom Feltenstein. Making A Difference. From the Front Line to the Bottom Line

Transcription

1 By Tom Feltenstein Making A Difference From the Front Line to the Bottom Line

2 I want you to forget everything you think you know about marketing.

3 Marketing is the Message, Human Beings With Heart and Soul are the Messengers

4 Your TO DO list is not your job. Your job is your people and their feelings

5 The Seven Fundamental Truths of Marketing 1. Isn t the most fundamental concept of Neighborhood Marketing contained in the word itself Neighbor? 2. Marketing is the planets largest religion but the billions that worship it don t realize it.

6 The Seven Fundamental Truths of Marketing 3. Marketing is not about creating award-winning commercials. 4. Marketing is not about creating an image. Having an image just means that I know who you are but it doesn t motivate me to do anything.

7 The Seven Fundamental Truths of Marketing 5. The problem with marketing is that most people tend not to believe it. Most people tend to place credibility in the opinions of their friends. 6. Neighborhood Marketing is just like dating it turns strangers into friends and friends into lifetime customers.

8 The Seven Fundamental Truths of Marketing 7. The sole purpose of marketing is to get more customers to buy more of your services, more often, for more money.

9 LET S TRY SOME TRUE FALSE QUESTIONS 1. It is best to focus most of my marketing effort on finding new customers % of my marketing dollars should be spent in my local neighborhood.

10 TRUE FALSE QUESTIONS 3. Customer satisfaction leads to a competitive advantage and increased profits. 4. Customer satisfaction is a necessity of doing business and may keep you from losing business, but it s not likely to provide a competitive advantage leading to profits.

11 TRUE FALSE QUESTIONS 5. 85% of Satisfied Customers still demonstrate a wish to switch suppliers. 6. The real question isn t: Are my coaches happy? But rather: Are they returning?

12 TRUE FALSE QUESTIONS 7. You get customers to return by providing innovative benefits that go far beyond customer satisfaction policies.

13 The HEART of the Matter to Building Top Line Sales H Hiring E Education A Attraction R Retention T - Training

14 People don t buy because they re made to understand; they buy because they feel understood.

15 FOUNDATIONAL MARKETING NATIONAL REGIONAL MARKET-WIDE NEIGHBORHOOD PROPERTY LINE FOUR WALLS

16 Research Shows... 80% of your customer base lives or works within a 10-minute drive of your business

17 Why do you make it so hard for me to give you my money?

18 Service is so awful, customers expect to be abused. Cold food in restaurants, dirty public washrooms, late deliveries, rejected parts, lost orders, lazy staff --- it s all normal. Bottom line, people expect bad and rude service.

19 Give em em junk and they re not surprised. Just what they expected. As long as the abuse isn t t any worse than they expected, they ll be back for more.

20 Your customers are a revolt waiting to happen. They re only satisfied because their expectations are so low and because no one else is doing any better.

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23 Awesome hospitality is defined as an experience that is random and unexpected and out of proportion to the circumstances creates positive, compelling word of mouth.

24 IT S ALL ABOUT RECRUITING! If you hire the wrong people, all the fancy management techniques in the world won t bail you out. The most important decisions I make are hiring decisions. Red Auerbach, President of the Boston Celtics

25 Business is no different than sports. The teams with the best players WIN!

26 What s the #1 Responsibility Of a Franchisee In Running Their Business? RECRUITING!

27 Always be on the lookout for your next employee

28 The secret to success lies in doing things failures don t like to do.

29 Loyal Customers Outspend other customers by 13 to 1. A 5% increase in customer loyalty can increase profits from 25% to 85%.

30 Don t ever practice on the customer. Outrageous Hospitality is your fiercest weapon and biggest competitive edge in the battle for the customer.

31 One customer, well taken care of, could be more valuable than $10,000 worth of advertising.

32 Twice the visits = DOUBLE top line sales 2% sales increase = 10% expense reduction Neighborhood Marketing is Retention Marketing

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34 Marketing To Your Internal Customer Your Front Line is Your Bottom Line

35 Internal Customer Business Card 3333 Michelson Dr. Suite 550 Irvine, CA Phone (949) Fax (949) Ellen Bright, Sparkle Manager

36 The Mini-Brochure Business Card

37 Employee s First Day Dinner

38 Employee s First Paycheck

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40 WELL Pay

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42 FOUR WAYS TO INCREASE SALES 1. Build Trial 2. Increase Frequency of Use 3. Boost Average Sale 4. Build Group Size

43 Cross-Promotions Leverage other party s marketing efforts Increase Average Ticket Increase New Trial

44 Your Business is Your Media Store

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48 Add the personal touch to welcome a new customer into your company

49 Surprise & Delight You re an Awesome Customer This Game s On Us!

50 What s Your Answer? Yes, I m going to use these tactics to conquer the world?

51 OR No, I am not and my profits will dwindle and I ll live on a pasteboard box.

52 You don t have to be great to start, but you have to start to be great.

53 In closing It don t mean a thing if it don t go Ka ching. Concentrate on outcomes, not outputs. Forget consumers, focus on customers. Differentiate any way you can. Customer engagement and experience are your new 30 second ads. Apply a focused neighborhood marketing approach. Leverage your employee capital to the max. Establish a measurement culture.

54 and for the rest of the story Any problem you can solve with a check isn t a problem, it s an expense. Never engage in institutional advertising. Every marketing program should pay its own way. Perfect execution IS the BIG IDEA. Business education without execution is just entertainment. Don t be blinded by visible demand. Preference is perishable. Keep selling the sold.

55 Please Join Me at 2:45! Change is Good, You Go First: The Astonishing Power Of Four Walls Branding & Neighborhood Marketing. ( I ll reveal 30 more killer promotional tactics).

56 Let s s Welcome Our Panel of the Pros from President & CEO Peter Cohen Vice President - Austin Center, Texas Susan Fairbairn National Director of Franchise Services Michele Popelka Executive Director Girard Center, Ohio Barry Miller