Change is Good, You Go First - the Power of Four Walls Branding

Tom Feltenstein
…And If You Don’t Like
Change, Your Going to
Like Irrelevance a Lot
Less!
The British Rail Story
Something very
important must be at
risk before most people
change
Marketing is the Message,
Human Beings
With Heart and Soul
are the Messengers
Your ‘TO DO’ list is not
your job.
Your job is your people and
their feelings
Successful Companies Don’t
Just Change, They Evolve
They develop a culture of
disciplined growth that results
in competitive dominance.
They concentrate on:
Focus
Specialization
Consistency
McDonald’s
Focus – The first hamburger stand.
Specialization – Create an operation
that can be run by a teenager.
Consistency – Develop a proven system
that is used throughout the world.
Starbucks
Focus – Coffee, Internal Customers,
External Customers.
Specialization – Create a new coffeedrinking culture in America.
Consistency – Personalized service,
great tasting coffee, elegant setting.
Weight Watchers
Focus – Reduce obesity in America.
Specialization – Develop a proven system
to reduce weight predictably.
Consistency – You follow the system, you
lose weight. It only works if the system is
followed.
Varsity Gold
Focus – Turnkey fund raising
system for athletic teams
Specialization – Highly focused sales
approach geared to specific athletic
modalities.
Consistency – Proven process that yields
predictable results time and time and time
again.
Are You Clear On Your
Brand’s
• Focus
• Specialization
• Consistency?
The sole purpose of
marketing is to get your
customers to buy more of
your services, more often,
for more money.
Why do you make it so
hard for me to give you
my money?
“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.
Give’em junk and they’re not
surprised. Just what they
expected. As long as the abuse
isn’t any worse than they expected,
they’ll be back for more.”
“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.”
Awesome hospitality is an
experience that is random and
unexpected and out of proportion
to the circumstances.
It creates positive, compelling
word of mouth.
The Five
Plays
Everyone
Else Already
Knew
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,
Boston Celtics
Business is no different
than sports.
The teams with the
best players
WIN!
When Hiring:
Do you hire to fill a slot or
to make a difference?
What Percentage of Your
Internal Customers are:
Eagles?
Turkeys?
3 Core Questions
Will allow you to determine,
with 90 percent certainty,
whether a candidate can
achieve the results you want.
1. Can you give me an example
or illustration where you have
demonstrated high initiative?
2. Can you give me an example
where you executed flawlessly?
(Good candidates will ask what
you mean by flawless execution).
3. One of our critical success
factors is X. Can you describe
your most comparable
success?
Johnny The Bagger
How To Be Outstanding
in an Extra-Ordinary Way
FOUR WAYS
TO INCREASE
SALES
1. Build Trial
2. Increase
Frequency of
Visit
3. Boost Ticket
Average
4. Build Group
Size
Marketing to Your Internal
Customer
Your Front Line is Your Bottom
Line
Internal Customer
Business Card
Meineke
1018 North Federal
Highway
Lake Park, FL 33403
(561) 842-5665
John Doe
“At Your Service”
Employee’s First Pay Check
Employee’s First Day Dinner
I’m in Training
Employee Attitude
Smile Button
Pay Them For Doing Their
Homework
Exceptional Recipes For
Keeping Top Employees
• Full health benefits / car
insurance
• Pay $15.97 / hour (40% over
competition
• 24 hour Gym
• Health / Retirement plans
• Personal trainer / fitness classes
• 401K & Profit-sharing plans
• Massages
• Modest executive salaries
• Loaner bikes
Results:
• Hair dressers / barbershop
• 6% Annual turnover vs. 21%
• Flexible schedule
• Avg. sale /sq foot increased
from $516 to $795
• Personal errand runners
Show Them You Care:
CDW – Gives employees doughnuts twice a week.
General Mills - Washes workers cars.
Yahoo - Takes employees to the movies on Friday.
Power Marketing Academy - Treats employees to
a day at the Spa or in-office massages.
Master Foods USA - Offers pet insurance to
employees and dog-friendly offices.
Pit Bull Marketing
RADIUS MARKETING
Finally a completely automated way to send out a radius marketing mail campaign.
Simply enter the address of your last job and we do all the rest for you for just $39.50* per 50 piece campaign.
Yes, that includes printing, postage and the list of homeowners around each job!
Your Next
Customer is
Closer
k!
n
i
h
T
u
o
Y
n
a
Th
NEW NEIGHBOR
SATURATION
BIRTHDAY
BUSINESS TO BUSINESS
Brad Kent
1-888-795-6245
www.SmartLeadsUSA.com
BOOTH # 321
Turn Your Bathroom
Into an extraordinary experience
Toilet Marketing
Instant-Win Game Cards
Instant-Win Game Cards
Out-pull Newspaper Coupons
158 to 1 (with same offer)
- Over a 2 week period we tested
Instant-Win Game Scratch cards given
at the time of purchase vs. a
newspaper coupon in the Chicago
Tribune with a 2 for 1 offer.
- 158 Scratch cards got redeemed vs.
only 1 newspaper coupon.
Turnkey, Customized, Instant
Win Game Card Programs
Greg Seei
1-800-925-5732
www.RobustPromotions.com
Progressive Discount
Surprise & Delight
Thanks for Being Our
Customer…
The Game’s On Us!
FREE! – Tutoring Sessions
for Students
Cell Phones for Soldiers
NBC Today Show
What’s Your Answer?
Yes, I’m going to
use these tactics to
conquer the world?
OR
No, I am not and my
profits will dwindle
and I’ll live on a
pasteboard box.
You don’t have
to be great to
start, but you
have to start to
be great.
Please join me Tuesday for
“The Business Solution
Round Tables”
10:15 am – 12:30 am
www.TomFeltenstein.com
[email protected]
561-650-1315