Creating a People-Driven Brand
Overview
Accelerate word-of-mouth through customers that LOVE you!
It is well-known that the best form of advertising has always been word-of-mouth. In fact, the principles that drive of word-of-mouth have been around since, well … people have been around! Yet business owners and marketers tend to think that word-of-mouth is accidental or hard to influence. What we are learning is that word-of-mouth can be influenced through the process of creating “customer evangelists”. “Customer evangelists” have also been called “raving fans”, “brand influencers,” and other terms. In short, these are the people that are most excited about your product or service; the people that love you. So excited, in fact, they pro-actively tell their friends, defend you in the marketplace, and may even create their own home-made advertising to support you. Most customer evangelists are just everyday people, but with technology like e-mail, social networking, and video sites, they are now empowered to spread the “gospel” of your product and service much faster. Agenda Following is the agenda for a 2-day workshop to create customer evangelists and to accelerate word-ofmouth: Day 1 1. How we got here a. Market conditions b. Web 2.0 trend c. “The Age of the Consumer” The new rules of marketing a. 6 rules of modern marketing Finding your Core a. The Simple idea b. Telling your story c. Creating a customer-centric culture What is “customer evangelism”? a. Definition b. Traits c. Examples
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Day 2 1. 6 Steps to creating customer evangelists a. Stay true to your core b. Be pro-active about feedback. a. Share your knowledge b. Be unexpected c. Make friends d. Act like an owner Developing the tools a. Surveys b. Company and personal blog c. Customer Relationship Management (CRM) system d. Social networking Measuring the results a. Establishing metrics b. Word-of-mouth measuring c. Discuss “cost per customer” The Future a. Technology trends b. Generational and economic trends c. Embracing customer-driven opportunities
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About the Presenter
Justin Foster is the co-founder of Tricycle Consulting, a Boise, Idaho-based Brand Management Team - and the developer of the “1000 Year Brand” model. He consults and speaks on branding and marketing trends; especially trends related to communicating with Gen Y. Justin also teaches organizations how to apply Web 2.0, new media, and social networking as communication tools and to accelerate word-of-mouth. In addition to his consulting and speaking efforts, he is a husband, dad, and football coach.
Justin’s blog :: www.brandmilitia.com His company :: www.thetricycle.com