BE DiFFERENT: The Key to Stayin’ Alive! BCAB 63 rd Annual Conference May 7, 2010

1. BE DiFFERENT: The Key to Stayin’ Alive! BCAB 63rd Annual Conference May 7, 2010

2. BE DiFFERENT Agenda • This session will give you a “Taste” of the Practices in my new book, BE DiFFERENT or be dead: Your Business Survival Guide • To give you practical and proven ways to market and grow your business • And Stay Alivein these unpredictable, and unforgiving chaotic times

3. Hot Buttons as I see it… ECONOMY COMING BACK PEOPLE NEEDED COMPETITIVE TSUNAMI TECHNOLOGY DISRUPTION MARKETS FRAGMENTING AD INVENTORIES UP; PRICE PRESSURE

4. Hot Buttons as I see it… CUSTOMERS ARE EMPOWERED SOCIAL MEDIA EXPLODING PASSIVE MOVING TO INTERACTIVE CONTENT VS. EXPERIENCE REGULATORY POLICY TELECOM DÉJÀ VU ALL OVER AGAIN!

5. BE DiFFERENT Theme If you’re not different, you’re DEAD (or soon will be) If you can’t deliver VALUE which is relevant (something people really care about) and unique (something that ONLY you provide) to your target audience, you won’t have a business! EVOLVE + DISTINGUISH

6. BE DiFFERENT Practices Strategy Creation Marketing Serving Customers (not customer service) Sales

7. BE DiFFERENT - Strategy Strategic Renew non-negotiable Your ‘old’ business model is OLD Observe the competition; Focus on your Customers Not ‘what are my competitors doing and how can I keep them at bay?’ But ‘what do I have to do to attract the rightcustomers in the face of their alternatives?’

8. BE DiFFERENT - Strategy Dumb down your planning process Get to the ‘gut’ issues and ACT! Answer 3 questions & you have your strategy HOW BIG do you want to be? – Top Line $$ WHO (audience, ‘tribe’) do you want to SERVE? HOW will you compete and WIN? VALUE; Relevant; Unique

9. The ‘ONLY’ Statement ‘You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do’ --- Jerry Garcia, The Grateful Dead

10. The ‘ONLY’ Statement The Only Statement… ‘ We are the only ones that (offer, provide, serve) (value/experience)...’

11. The ‘ONLY’ Statement MUG Solutions, Vancouver: ‘We provide the ONLY solution that permanently stops people from depositing biohazard contaminants through manhole covers.’ Roy’s Television, White Rock:‘We are the ONLY TV Enterprise that creates interactive experiences around live “must-see” television events’

12. BE DiFFERENT - Strategy Be ANAL about Execution 20% on planning; 80% on execution Plan just about right: Execute flawlessly Cut the CRAP Cut list/Keep list Beware of custodians of the past Eliminate the ‘Grunge’ preventing progress Customer Moments are untouchable

13. BE DiFFERENT - Strategy Focus. Focus. Focus Roy’s Rule of 3 Focus on the critical few Plan on the Run Learn and adjust your strategy as you go Be‘good’ at anticipating; ‘great’ at reacting Plan, Execute, Learn, Adjust, Execute …

14. BE DiFFERENT - Marketing Customerize! Move from a mass market mentality to small-is-good; smaller-is-better. SEGMENT SEGMENT AGAIN …. SEGMENT AGAIN …. The deeper you segment the more you know about the WHO and the more relevantyou can become in what you provide them

15. BE DiFFERENT - Marketing Customerize Objective: Get groups of connected raving maniacal fans not more mass market reach. Advertiser Relevance increases with the number of highly differentiated Raving Fan segments. Create packages of VALUE How? Take a program and create an experience around it…

16. Customerized Marketing Packages of Value Mass Market Program ‘The Worthy’

17. “Oscar Live” Oscar program… + streaming video – mobile devices + Oscar telecom data plan + Twitter to exchange comments + Live blogging from Entertainment ‘experts’ = Interactive Experience

18. BE DiFFERENT - Marketing PACKAGES OF VALUE… Powered by Customer Learning – continuous learning process to discover the “Secrets” of the Audiences chosen to SERVE Social Media tools useful Customer Secrets – Intimate, deep knowledge of the individual Your top 10 Advertisers: how many Secrets do you know about them?

19. BE DiFFERENT Marketing Think >> MANY SMALL AUDIENCE SEGMENTS PERSONALIZED DISTINCTIVE EXPERIENCIAL INTERACTIVE VALUE PACKAGES MEASURABLE

20. BE DiFFERENT - Serve Serve customers don’t ‘service’ them Serving = Satisfy with your core service – meet expectations 24X7X52 – you get C’s – if not, they will leave you kicking, screaming and telling others how crummy you are! Dazzle with the service experience – exceed expectations – you get A’s – source of loyalty – raving Fans!

21. BE DiFFERENT - Serve How to Dazzle? VARY THE TREATMENT… Hire & KEEP ‘Human Being Lovers’ Empower your frontline to bend the rules & ‘say yes’ Kill Dumb Rules that infuriate customers Recover from your Service Blunders; Fix it and do the unexpected (secrets)

22. BE DiFFERENT - Sales You have two choices: Generate $ by selling ads (the “flogger”), or By building intimate relationships with your clients and have them buy ads because they see the VALUE Relationship – building is key to long term business success

23. Roy’s Sales Report Card • Infatuation with acquiring new customers • Taking the loyal ones for granted • Too much product flogging • Little Recovery, Secret-gathering activity • Not enough problem solving, follow-up • Not enough senior leadership involvement with customers – calendar?

24. BE DiFFERENT - Sales Build compensation plan on Relationship – building behaviors Start at 80% sales revenue; 20% RB Increase RB component over time Get customers to rate sales people on RB competencies – Customer Report Card They will pay attention!

25. BE DiFFERENT In Sum BERelevant, Unique and Driven (simple strategy; bias to execute) + BEHolistic (create customer value) + BEDazzling (serve customers) + BEIntimate (develop deep relationships) = BE DiFFERENT

26. bedifferentorbedead.com Connect with me on my website: Take the BE DiFFERENT Quiz: Are you DiFFERENT or are you Dead? Join my Blog on BE DiFFERENT Practices Strategy Creation Marketing Sales Serving Customers Follow me on Twitter, Facebook, LinkedIn

27. THANK YOU BCAB! www.bedifferentorbedead.com