Embed Size (px)
DESCRIPTION
Citation preview
gregg bagni intro:
gregg spent seven years (49 dog years) as the svp of marketing & product development for schwinn cycling & fitness in boulder, colorado. he was part of the senior management team that successfully carried the ailing icon back to the number one position in the u.s. marketplace. after closing his tenure at schwinn gregg re-entered earth’s atmosphere and launched alien truth communications, a colorado based strategic brand and communications consulting firm.
ad age magazine voted him one of their “top 100 marketers” due to his inventive management style, understanding of the enthusiast mindset and ability to get earthlings to work together. he has appeared on the today show, good morning america, cnn and numerous other current event programs.
bagni’s client short list includes companies like: yakima, pearl izumi, clif bar, telluride ski area, swix, kodak, nvidia, colorado ski country, giant bicycles, w.l. gore, manfrotto, sage, rio, rei, perception, dagger, timberland, sierra designs, golite , eaglecreek, cannondale sports group and the true mind center for traditional chinese medicine. he has also provided pro-bono services to the international mtn bike assoc, bikes belong, csu, salvation army, thirst-aid.org and the national gold medal winning bob burger recreation center in his hometown of lafayette, co.
he claims he's not from our world and sometimes i actually believe him……
astral agenda
-the alien truth & 7 year olds-branding love mashup-clever, play & creativity-keeping it realist-orbital observations
-earthlings, relationships, you, tour&travel-quick drive-by ideas around your big 4
faux’thenticity
`interesting perspective
let’s talk about being a 7 yr old
hallucinate together
hallucinate together
legally hallucinate together?
tang
enitis
tang
enitis
Firehose
not all ideas are bullseyes
key is ability to tweak key is ability to tweak ideas to your brand & ideas to your brand &
marketsmarkets
baseball spring training
go back to basic?….grassroots
set the wayback machine….have you forgotten what brought you to the party, what made you big in the 60’s, 70’s and 80’s?
(baseball spring training photo?)
contribution mode
(need photo of something representing contribution?….collection plate, good will
guy, how bout a guy on a street corner panhandling?)
beg, borrow, & beg, borrow, & stealsteal
never take advice from an alien
disclaimer
-exceed expectations-lead by example-create memorable guest experiences-every guest is a v.i.p.
solve my problem
make me feel good
jiggyjiggyjiggyjiggyjiggy
this five minutes
of your life
marketing - (mahr-ki-ting] : noun : everything it takes to take a product from the drawing board and into the hands of the ultimate consumer. origin: 1555-65
Source; cardiovascular research and educational foundation,
brand
it’s not a slogan
it’s not an ad
campaign
it’s not a ceo talking
head
it’s not a ceo talking
head
it’s not a
website
it’s not a it’s not a sponsored sponsored athlete or athlete or
spokespersonspokesperson
it’s not a it’s not a sponsored sponsored athlete or athlete or
spokespersonspokesperson
so…what is a brand?
product with character personality love
product with character personality love
stories and
experiences
stories and
experiences
memorable
permanently change
permanently change
a promise you can
keepan expectation you must meet
an invitation to a cool
place
an invitation to a cool
place
brands package meanin
g
your products/services should be a direct reflection of your
brand
your products/services should be a direct reflection of your
brand
your products/services should be a direct reflection of your
brand
your products/services should be a direct reflection of your
brand
likelike is diluted lovemediocrewishy washythe “like” of the sport?i “like” ny tshirt?romeo “liked” juliet?
lovepowerfulchanges everythingdisruptiveconqueringthe root of good stuff in past and future
difference between like and love
teenager in love…
it's why they talk about you
love involves talking
help the love grow
love needs romantic talk value tools
cool tools like…..-your products & services-your staff-your location-crazy stunts-communication-promo-events -social media-emails-let'em know you understand
them…
love means you have to get out of the lazyboy
go to parties, bars, clubs, friends, online
brand logic vs. emotion
“logical core”
“emotional wrapper”
(barrel o monkey shot, I’ll get this one)
everything is
branding
everything is
branding
company brandand
personal brand
the power of your
own brandyou
mmm....brand good
only the clever survive
-used to be only the strong survive-used to be only the strong survive
-darwinian in nature-darwinian in nature
-finding out it's more than size and -finding out it's more than size and strengthstrength
wtf is clever?
clever?-skillful-well laid-cunning-witty-teachable-smart
"the strong take the
weak, and the clever take them
both!"
the first steam
engines & airplanes were toys
play is everywhere
encourage playwhen play is denied mood darkens
lab evidence there is play deficit like well documented sleep deficit
the universe is playful and creative…the bounce in a ball, a dance, meaningless moments makes day memorable
it's why they buy your stuff…
… maintaining balance by moving forward.
"I thought of that while riding my bike" -Albert Einstein, on the theory of
relativity.
differentiated
competitive position
undifferentiated
the progression of economic value
extract commodit
ies
make goods
deliver services
stage experienc
es
offer authentic experiences
market pricing premium
what the !&#@*#
is creativity?
the childlike ability to see the world from a unique perspective
to combine disparate elements in a way that makes sense to the creator
creativity can solve almost any problem. the creative act, the defeat of habit by originality overcomes everything. george lois
-breaking habits makes new neural -breaking habits makes new neural "connections""connections"-because it's all connected-because it's all connected-breaking nervous system patterns-breaking nervous system patterns-lefty mouse-lefty mouse
innovation
-inventive-originate-transformer
there’s only one way out….creativity
-change is the name of the game
-innovation inventiveness is essential to keep you head above water as waves of change keep rolling (get you off your tippy toes)
-without creativity you’ll be rolling out the same old solutions to new problems
3 types of creativity
-artistic creativity-discovery creativity-humor creativity
-terrestrial tunnel vision-comfort with the status
quo-lack of focus or
commitment-fear of mistakes-lousy team, bad energy
what stops creativity?
-we become inventors
-learning w/out restraint, exploring w/out fear
-start with your own world of influence and responsibility
-trust your ability to create newness
creativity only lives when you build, ship &
deliver
“the two most engaging powers of an author are to make new things familiar, familiar things new”
william thackeray
our heads are round so that thoughts can change direction. –francis picabia, painter and poet (1879-
1953)
pay attentionpay attention-orbitally observe earthlings all the time -orbitally observe earthlings all the time -think alien'esque or seinfeld'esque or -think alien'esque or seinfeld'esque or something'esquesomething'esque
-if you weren't from this planet…how would -if you weren't from this planet…how would things look?things look?-carry an idea diary to keep your brain in -carry an idea diary to keep your brain in shapeshape-use your camera to record things-use your camera to record things
-use all 5 senses (maybe 6?)-use all 5 senses (maybe 6?)
-actively listen-actively listen
-leadership is paying attention-leadership is paying attention
don't go it alonedon't go it alone
-find partners & collaborators-find partners & collaborators
-find safe places to bounce ideas off of, -find safe places to bounce ideas off of, others you can share your energy withothers you can share your energy with
-you don't have to be alone to be -you don't have to be alone to be creativecreative
get creative making get creative making contactscontacts
-networking…..netpuking-networking…..netpuking
-take yourself out of your comfort zone-take yourself out of your comfort zone
-when not traveling get out at least 1-2 times -when not traveling get out at least 1-2 times a week with people you don't knowa week with people you don't know
black hole syndrome
(black hole photo)
energyenergy
-everything on your planet contains -everything on your planet contains energyenergy
-energy contains information-energy contains information
-learn to borrow and share energy-learn to borrow and share energy
-use action/non-action-use action/non-action
wow….we just covered
-the alien truth & 7 year olds
-branding love mashup-clever, play & creativity
pie is pie is love !love !
pie is love !
keeping it realist
new wave of time & money scarcity
-always be prepared to change quickly
-expect change, embrace change
-you should be the one to destroy your own business model
consumers play rough, even when they like you. they're on
their way to taco bell and they're calling it taco hell. it's the way they play with their
friends
first rule of business: retail or wholesale…..in any industry, just do what you say are going to do. i could charge $1000/head teaching this some weekend. don’t make excuses, just commit and follow through. this should not a differentiating proposition in my mind. it should the benchmark of basic inclusion in the business family, but for many it is an insurmountable challenge – i’m sure you have seen it hundreds of times.
-guy who didn’t want me to use his name
what business are you really in?
tour and travel?vacation?
family, 3 generation get together
distractionfun relaxation
make me forget business
sleepescape
“pretend that every single person you meet has a sign around his or her neck that says, “make me feel important.”
-mary kay ash,founder of mary kay cosmetics
freedom
making your numbersmaking your numbers
too territorial
Universe picture
Pictgure of earth
someorbital
observations……
we are all students together
anyone
anything
standardized service
stylized service
standardized service vs. stylized service
standardized service vs. stylized service
-being in the moment-adjusting your spinal tap
volume level-audience adaptation-modeling/mirroring behavior
mind adjustment
the first step of personal insight
impervious to random acts of disconnection
Assess, adapt, act
Insert gavia video here?????
Assess, adapt and act
Gary: attend, adapt, act (added anticipate)
Assess : ask yourself the hard questions and face the facts
Adapt : how do we move forward? Analyze each piece? Look at moves to get you going again
Act : bust a move, take the risk, be prepared to take action
The fourth which is actually the first one you add in when you start to get proficient at the other three?
Anticipate
You begin to get a handle on what is on the way (sometimes!)
giving direction(s)
commandment number one for any truly civilized society
is this: let people be
different. -david grayson, journalist, author (1870-
1946)
the lovetriangle
brand
respect safety
worst idea exercise
so what?if you make a bad first impression
No more“phrase that pays”.
• How may I help you?• Guest service is an attitude not a department!• There’s no traffic jam in the extra mile, because no one is
going there.• If we don’t take care of our customers, someone else will• And so on and so on....
turn ideas into results
turn ideas into results
guests never want to hear…
-no…we can’t do thatlet me look into that…in the meantime, we can (provide alternatives)…
-it’s company policydo you really want to say policy is more
important than them?show them how the policy has a benefit to them
-i don’t knowconcierge exercise
four basic guest needs
to feel understoodto feel welcometo feel importantto feel comfortable
Lifties = gateway to paradiseYou work where other people playDon’t take it for grantedTelski story : buttons, haircuts, facial hair, fire and rehire
service = information plus personality
Iq
Eq
vq
LAST
L Listen
A Apologize
S Solve
T Thank
alien abductions process1…listen :
Nothing common about common senseAlmost everything is learnedIt has to be taught, practiced, noticed and rewarded.
7 laws of influence
• Reciprocity : you give me something I’ll give you something• Authority : we’ve been in business 46 years• Social proof : this is our most popular model• Commitment/consistency : all cars go thru our 27 point safety
check at no charge• Liking : people buy from people they like• Scarcity : we only have one left in stock
passionpassion the intensity
of complete attention
the intensity of complete attention
Communication
The illusion that it's happening
You can never "not communicate”
But you don’t want to over overcommunicate
But you have to over communicate?
The opposite of love isn’t hate it’s ignore
You can't change, heal or save anyone who doesn't want to be changed, saved or healed. If you try you'll make yourself mentally or physically ill.
Observe instead of absorb
Remain as cool as possible at all times
Everyone is allowed one as***le comment per day
Treat everyone as if they’d be dead tommorow
connect
HousekeepingMaintainenceFront deskadministration
-make sure you’re easy-earthlings are social
creatures-measure as much as
you can-don’t be afraid to
change-create cool touch points -be bold, brand as many
moments as possible-have fun
r.i.p...michael
r.i.p...farrah
r.i.p...ed mcmahon
r.i.p...walter cronkite
r.I.p…billy mays?
-branding-solve a problem-be compelling
-"wow" demo-show value
-call to action-ask for the order
-be more like billy?
• even thought you’re a ‘support” function to the mtn expereionce
• They still think you are vail or bc or steamboat?
Difference between pressure and stress
Pressure is good, stress not so good
Change you choose, change that chooses you
Iq/eq/vqEmpathyIn their shoes14 people with one heartDoing good deedsSubtle wonder
essentials for change-generate ideas
“if you have ideas there isn’t any limit to what you can do with our business and your life. they are man’s greatest assets” harvey firestone
-gather support“’people want to know, who says so besides you?” lenny
-present decisively“a bird doesn’t sing because it has the answer it sings because it has a song’ japanese proverb (when you believe in what you do your passion is what others will hear)
-see it through“be there to take the heat, show interest, build strength, have a laugh and set it free” anonymous member of the cosmic crew
