The First Order of Business - Garden Center Fall Event 2016

For whom are you here today?

Why are you here today?

KNOWLEDGE?

UNDERSTANDING

CONFIDENCE

We are the most distracted generation in the history of

the Earth.

How many of you check your phone before you get out of bed?

Tony Schwartz New York Times, 11/28/15

According to one recent survey [by Adobe], the average white-collar worker spends about six hours a day on email. That doesn’t count time online spent shopping, searching or keeping up with social media.

The brain’s craving for novelty, constant stimulation and immediate gratification creates something called a “compulsion loop.” Like lab rats and drug addicts, we need more and more to get the same effect.

Endless access to new information also easily overloads our working memory. When we reach cognitive overload, our ability to transfer learning to long-term memory significantly deteriorates. It’s as if our brain has become a full cup of water and anything more poured into it starts to spill out.

“

The average consumer?

The average teenage girl?

Disengaged workers?

And Yet…

The Coming Year…

How?

How do you possibly communicate

powerfully in this Age of Rapid Distraction?

Like this?

Or this?

So… how?

Now that the cycle of new is eating itself in a race to ever-faster, there's a bigger chance to make long term change by consistently focusing on what works (and what's important), not what's new and merely shiny.”

-Seth Godin

“

What are we going to do

today?

22 YEARS

2 DAYS

75 MINUTES

310 SLIDES

3.44 SLIDES/min

I’m going to give you a glimpse

behind the curtain at what’s worked.

Intuitively for more than

two decades.

It’s been my obsession to give it structure for over

four years.

There is nothing more disenchanting to man than to be shown the springs and mechanism of any art. All our arts and occupations lie wholly on the surface; it is on the surface that we perceive their beauty, fitness, and significance; and to pry below is to be appalled by their emptiness and shocked by the coarseness of the strings and pulleys.”

“Robert Louis Stevenson Author







ART or SCIENCE?

ART and SCIENCE!

FRAMEWORK

DIAGNOSE

THE GOOD NEWS?

IT’S QUITE SIMPLE!

Simple can be harder than

complex: You have to get

your thinking clean to make

it simple. But it’s worth it in

the end because you get

there, you can move

mountains.

YOU can move mountains

YOU’RE SMART ENOUGH TO UNCOVER THE

RIGHT ANSWERS

THE RIGHT QUESTIONS

FOLLOW-UP RESOURCES

You were actually the first

to see it!

Goals & ValuesGOALS AND VALUES

Goals & ValuesStrategic Planning

GOALS AND VALUES

STRATEGIC PLANNING

Goals & ValuesStrategic Planning

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

Goals & ValuesStrategic PlanningCustomer Experience

Messaging

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

MESSAGING


MessagingMediaMEDIA

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

MESSAGING

About Questions.

[email protected]

mailto:[email protected]

Goals & ValuesGOALS AND VALUES

Because of the nearly limitless

distractions, your team MUST be on

the same page.

“What is it, specifically we’re trying to make

happen?”

If asked privately and separately,

would your team give me the same

answer?

Is your team singing the same song,

playing the same score, running the

same play?

Are you sure?

20/20 VISION

20/2/0 VISION

“What’s your 20-year vision?”

“What do you need to do in the next two years to set up that

vision?”

“What five to seven things need to

happen?

What’s most important?

What’s in your way?”

S.M.A.R.T.

1. Specific

2. Measurable

3. Actionable

4. Realistic

5. Time-Bound

“What’s the first step?”

“Who will do what by when?”

REVIEW.

REVIEW.

REVIEW.

DAILY.

WEEKLY.

QUARTERLY.

DAILY.

WEEKLY.

QUARTERLY.

ANNUALLY.

“What’s the next step?”

“Who will do what by when?”

CELEBRATE!

CELEBRATE!

CELEBRATE!

Tell me about your last three parties, and I will tell you

about your company.

NOW…

What tools will you and your team use

to help you get where you’re going?

VALUES

VALUES DETERMINE THE STRENGTH OF

YOUR BRAND

WHAT IS A BRAND?

DOVE

DOVE

HAWK

FALCON

FALCONS

TITANS

TEXANS

HOUSTON

HOBBY

HOBBYLOBBY

HORRYLORRY

An Energy of Words has

existed since the day He said,

“Let there be light.”

Learn how to use this energy.

You are created in His image.

Roy H. Williams

<CLOSE YOUR EYES>

YOUR GRANDMAPLAYING THE SAXOPHONE

OUTSIDE YOUR GARDEN CENTER

WEARING A RASPBERRY BERET

AND ELTON JOHN’S SUNGLASSES

IN A YELLOW POLKA DOT DRESS

RIDING A GIRAFFE

WHAT IS A BRAND?

YOUR COMPANY

A brand is simply the sum total of all the mental images and feelings - good and bad - a customer has about your

company ... even if that customer hasn’t done business with you yet.

<CLOSE YOUR EYES>

<THINK ABOUT YOUR FAVORITE COMPANY>

<WHAT ABOUT THEM COMES TO MIND?>

<SIGHTS. SOUNDS. SMELLS.>

<TASTES. TOUCHES. MOODS.>

<PEOPLE. RELATIONSHIPS.>

<HOW DO THEY MAKE YOU FEEL?>

We buy what we buy because our choices remind us - and tell the world around us - who we are.

WHOAREYOU?

Building a strong brand is simple, but that

doesn’t mean it’s easy.

WHOAREYOU?

All you have to do is mirror the values you already hold dear ... as do thousands of others in your market… in the words you use to reflect your values.

WHOAREYOU?

Want examples?

WHOAREYOU?

WHOAREYOU?

WHOAREYOU?

WHOAREYOU?

WHOAREYOU?

© 2008 | Wizard of Ads | All Rights Reserved

You’re not a $100 bill.

Not everyone is going to like you.

HOBBYLOBBY


Do you know what you stand for?

Do you know what you stand against?

Shape your company in your image.


What do you think?

How do you act?

How do you see the world?


AccomplishmentAccountabilityAccuracyAchievementAdvancement AdventureAffection (love and caring)

All for one & one for allArtsBeautyCalm, quietude, peaceChallenging problemsChange and varietyCleanliness, orderlinessClose relationshipsCommitment

DiscoveryEcological awarenessEconomic securityEffectivenessEfficiencyEqualityEthical practiceExcellenceExcitementFairnessFaithFameFamilyFast livingFinancial gainFlair

FreedomFriendshipsFunGenerosityGlobal viewGratitudeGrowthHard workHarmonyHaving a familyHelping other people

HonestyHonorIndependenceIndividuality, nonconformityInfluencing others

PunctualityPurityQuality of workQuality relationshipsRecognition (respect from others, status)Regularity (predictability)

Relationship with GodReligionReputationResourcefulnessRespect for individualResponsibility and accountabilityResponsivenessResults-oriented

A brand diamond consists of five values that reflect how a

person or company thinks, acts, and sees the world.

Consistent, frequent use of their five values has helped our clients grow by double- and triple-digit

percentages over our years together.

<CLOSE YOUR EYES>

<THINK ABOUT YOUR FAVORITE COMPANY>

<WHAT ABOUT THEM COMES TO MIND?>

<SIGHTS. SOUNDS. SMELLS.>

<TASTES. TOUCHES. MOODS.>

<PEOPLE. RELATIONSHIPS.>

<HOW DO THEY MAKE YOU FEEL?>

They make you feel how you feel by consistent, frequent use of their

five values.

CLEAR

CLEAR

WISE

CLEAR

WISE PLAYFUL

CLEAR

WISE PLAYFUL

GENEROUS

CLEAR

WISE PLAYFUL

GENEROUS

?

CLEAR

WISE PLAYFUL

GENEROUS

CLEAR

WISE PLAYFUL

GENEROUS

CLEAR

WISE PLAYFUL

GENEROUS

COMMUNITY

You’ve always had these values… even if you haven’t always

consciously been using them.

YOUR GOALS +

YOUR VALUES =

YOUR PURPOSE

HOW DO YOU UNCOVER YOUR GOALS, YOUR VALUES, AND YOUR PURPOSE?

SURPRISE!

THE PURPOSE EQUATION

GOALS AND VALUES

STRATEGIC PLANNING

Your words mean nothing.

Your goals mean nothing.

Your values mean nothing.

Your purpose means nothing.

WITHOUT A PLAN TO USE THEM

Strategic Planning

Made Simple

1. Stuff You Can Control

2. Stuff You Can’t Control

3. Stuff You Can’t Control YET…

Stuff You Can Control

1. Systems, Policies, Products, Procedures

2. Your Marketing Budget

3. Your Causes

4. Your Team

Stuff You Can’t Control

1.Your Market Potential

2.Your Competitors

3.Acts of God

Stuff You Can’t Control… YET

1.Your Blind Spots

2.Your Unleveraged Assets




3. Your Causes

4. Your Team

SYSTEMS, POLICIES, PRODUCTS,

PROCEDURES

CHOICES & OBSERVABLE ACTIONS THAT MANIFEST YOUR CORE

VALUES AND PURPOSE

IN EVERY TOUCH POINT

WHAT ARE YOUR TOUCH POINTS?

EVERY INTERACTION WITH A CUSTOMER

OR CUSTOMER-TO-BE

Traffic

Leads

Prospects

Customers

Unawareness

Repeat Customers

EvangelistsAwareness

Comprehension

Conviction Action

Purchase

Follow-ThroughSales Cycle


OR CUSTOMER-TO-BE

HOW CAN YOU USE YOUR VALUES TO IMPROVE THOSE TOUCH POINTS?

MARKETING BUDGET

Certain percentage of projected revenue.*

How long have you been in business?

How much do you markup your product?

How high are your margins?

What’s the competitive environment?

How visible is/are your location(s)?

How expensive is/are your location(s)?

What causes and community projects

will you support?

How much do you budget for customer

retention?

MATH OF GOOD CUSTOMERS

What’s the value of a customer/patient over

her lifetime?

How much does each lead cost?

How much does it cost to acquire a new

customer/patient?

What’s your conversion rate?

What are you willing to risk with an awesome

guarantee?

How much do you really want to grow?

Are you really willing to pay the price for

that growth?

These questions remind you it’s far easier and

more profitable to keep current patients happy

than to acquire new ones.

YOUR CAUSES

To what will you donate your time,

talent and treasure?

YOUR TEAM

Do you have the right people in the right seats?

Do they share your values?

Do they get measured and rewarded for whatever it is you

hired them to help you do?

Do you know the three keys to employee loyalty?

(They aren’t money.)

Are you capable of leading them where you

want to go?

Are they willing to follow?

Do you share the qualities of our most successful clients?

ThreeDefiningQualities

Great Listeners

Great Learners

GreatEducators

RITAPIERSON



2.Your Competitors

3.Acts of God

MARKET POTENTIAL

COMPETITION &

POSITIONING

What are their values?

What are their systems, policies, and procedures?

What do they say in their ads?

Acts of God



2.Your Competitors

3.Acts of God




3. Your Causes

4. Your Team

Stuff You Can’t Control… YET

1.Your Blind Spots

2.Your Unleveraged Assets

Blind Spots

“What are two things I need to hear about our

company?”

“What goes wrong when customers

don’t buy?”

Your Unleveraged Assets

Traffic

Leads

Prospects

Customers

Unawareness

Repeat Customers

EvangelistsAwareness

Comprehension

Conviction Action

Purchase

Follow-ThroughSales Cycle


OR CUSTOMER-TO-BE


GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

SEQUENCING TOUCHPOINTS TO MAP THE CUSTOMER’S JOURNEY FROM UNKNOWN TO ADVOCATE

via Infusionsoft

MAP YOUR

CUSTOMER EXPERIENCE

TUNE YOUR

CUSTOMER EXPERIENCE

DIFFERENT CUSTOMERS HAVE DIFFERENT JOURNEYS

DEVELOP PERSONAS

STARTING WITH YOUR MOST IMPORTANT CUSTOMERS

SHAREWORTHY SERVICE

MOM CRY

MADE MY

a guide to Shareworthy Customer Service

BEST BUY

TIM MILES

CULTURE OF OWNERSHIP

14 FACETS OF SHAREWORTHY CUSTOMER

SERVICE

TUNE YOUR CUSTOMER EXPERIENCE USING YOUR

TEAM TO TUNE THE 14 FACETS


Messaging

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

MESSAGING

MESSAGING

MESSAGING

v. copy

MESSAGING

BETTER REALITY

WHAT ARE YOU REALLY SELLING?

COMMON DENOMINATOR QUESTIONS

1. WHAT IS THE COMMON DENOMINATOR OF ALL THE PEOPLE WE’RE TRYING TO

ATTRACT?

2. WHAT EMOTIONAL TRIGGERS ATTRACT THEM

TO THAT COMMON DENOMINATOR?

3. WHAT IS THEIR GREAT FRUSTRATION? WHAT IS

THEIR UNSCRATCHED ITCH?

F.A.Q. TO YOUR STAFF

WHAT ARE THE THREE QUESTIONS YOU GET ASKED ALL THE TIME?

OBJECTIONS

WHAT ARE PEOPLE’S MOST COMMON OBJECTIONS AND

HOW DO WE OVERCOME THEM?

TRIGGERING EVENTS

WHAT LIFESTYLE EVENTS CAUSE PEOPLE TO NEED US?

STORIES

little moments

How did someone benefit from one of our systems, policies,

products, or procedures?

How did someone benefit from one of our systems, policies,

products, or procedures?

tell me that story…

MESSAGING

v. copy

COPY

RACECAR METHOD

R.A.C.E.C.A.R.

RELEVANCE

TALK TO THE CUSTOMER ABOUT WHAT MATTERS TO

THE CUSTOMER IN THE LANGUAGE OF THE CUSTOMER

ACCEPTANCE

THERE’S NOTHING MORE POWERFUL THAN

WORD-OF-MOUTH.

CREDIBILITY

HERE’S WHERE THAT APPLICATION OF YOUR

VALUES PAYS OFF.

ELEPHANT

ANTICIPATE OBJECTIONS

CLARITY

CLARITY TRUMPS CLEVER

ACTION

AT WHICH STAGE OF THE BUYING CYCLE ARE PATIENTS? HOW CAN YOU MAKE IT EASIER FOR PATIENTS TO DO

BUSINESS WITH YOU? STAY WITH YOU? TRY YOU OUT?

RELEVANCE

RETURN FULL CIRCLE SO THE PATIENT IMAGINES HERSELF

HAVING SUCCEEDED.

MEDIA

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

MESSAGING

Relax. Pick. Focus. Learn.

If you’ve built a strong foundation using the first order of business, you’ll be positioned strongly to succeed.

I’ve never seen a business fail because they chose the wrong advertising channel.

But I’ve seen hundreds fail because they said the wrong thing or delivered a poor experience.

What you sayWhere you say it

How you act

Where you say it

But only ONE medium was used!

The Myth of Media Mix

The Myth of Media Mix

$1,590,000,000

$957,000,000

$449,000,000


• radio

• ppc / seo / retargeting

• cable tv

• broadcast tv

• outdoor

• email

• direct mail

• social / content

• video / preroll

CONCENTRIC CIRCLE STRATEGY

The Three Kinds of Three Kinds of Media


PAID

EARNED

OWNED


PAID

EARNED

OWNED(RENTED)


TACTICAL

SOCIAL

STRATEGIC


TERRESTRIAL

DIGITAL

PERSONAL

WHO ARE WE REACHING AND WHEN?

UNAWARENESSAWARENESS

COMPREHENSIONCONVICTION

ACTION

BUYING FUNNEL

ADDITIONAL RESOURCES

VETTING MEDIA COMPANIES

1) Ask for references of similar size companies if not similar business category.

2) Make sure they’re market exclusive.

3) Ask for case studies of problems they've solved using different media channels

4) Observe how they market themselves.


• It’s never been simpler to learn how to use various tools - the various channels - well. There are tutorials everywhere.

• The hard part is knowing what to say and how to say it and live it.

• Now you know.

• The rest is up to you.

Remember:

I’ve never seen a business fail because they were reaching

the wrong people, but…

Do you share the qualities of our most successful clients?

ThreeDefiningQualities

Great Listeners

GreatLearners

GreatEducators

RITA PIERSON, TED EDUCATION

APRIL 2013

You were chosen to be in my

class because I am the best

teacher and you are the best

students, they put us all

together so we could show

everybody else how to do it.

And I gave them a saying to say:

"I am somebody. I was

somebody when I came. I'll be a

better somebody when I leave. I

am powerful, and I am strong. I

deserve the education that I get

here. I have things to do, people

to impress, and places to go."

And they said, "Yeah!"

You say it long enough, it starts

to be a part of you.

Teaching and learning should

bring joy. How powerful would

our world be if we had kids

employees who were not afraid

to take risks, who were not

afraid to think, and who had a

champion?

Every child employee deserves

a champion, an adult who will

never give up on them, who

understands the power of

connection, and insists that

they become the best that they

can possibly be.

Is this job tough? You betcha.

Oh God, you betcha. But it is

not impossible. We can do this.

We're educators. We're born to

make a difference.

RITA PIERSON, TED EDUCATION

APRIL 2013

Dr. Rita F. Pierson, the daughter of Hazel and Julius Walker, was born October 27, 1951 in Houston, Texas.

She departed this life on Friday, June 28, 2013.

Most recently she was recognized for sharing her expertise on the PBS production of TED Talks. The ABC television news magazine, 20/20 reported, "Educator Rita F. Pierson talks about the bond that is missing between educators and students". It was viewed and modeled for educators as far away as New Zealand. Over one million online viewers watched the 2013 TED Talks. [It’s now over seven million.]

Rita possessed a keen sense of observation and rare ability to accept and respect people for who they were. She never met a stranger and her infectious humor touched all with whom she came in contact.

“Houston Chronicle July 12, 2013

WHY ARE YOU HERE TODAY?

"I am somebody. I was

somebody when I came. I'll be a

better somebody when I leave. I

am powerful, and I am strong. I

deserve the education that I get

here. I have things to do, people

to impress, and places to go."

And they said, "Yeah!"

"Yeah!"

"Yeah!"

You say it long

enough, it starts

to be a part of

you.

Oh me! Oh life! of the

questions of these

recurring,

Of the endless trains of

the faithless, of cities

fill’d with the foolish…

What good amid

these, O me, O life?

Answer.

That you are here—

that life exists and

identity,

That the powerful play

goes on, and you may

contribute a verse.

WHAT WILL YOUR VERSE BE?

timmilesco.com/tgc16

MEDIA

GOALS AND VALUES

STRATEGIC PLANNING

CUSTOMER EXPERIENCE

MESSAGING

http://timmilesco.com/tgc16