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creating customerevangelistsB E N M c C O N N E L L | J A C K I E H U B A

How Loyal Customers Become a Volunteer Sales Force

Speaking kitSpeaking kit

{ }Keynote presentations

Private workshops

Speaker biographies

Testimonials

“Real life company stories make this book an absorbing read.” -– H a r v a r d B u s i n e s s S c h o o l

{ }

Wabash & Lake, Inc. (312) 467-4755

creating customerevangelists.com



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KeynotesKeynotes{ }

When customers love your productor service so much that they are compelled to tell others, you have the makings of an “evangelism

marketing” machine. In short, these very satisfied customers can become your evangelists. If you

understand how to harness their influence, they will essentially join your marketing department.

Authors Ben McConnell and Jackie Huba are the leading experts on the growing trend of customer

referrals. Their bestselling book, Creating Customer Evangelists: How Loyal Customers Become aVolunteer Sales Force, documents this emerging standard of customer loyalty with how-to ideas,

strategies and tactics.

A Creating Customer Evangelists keynote presentation is interactive , instructional, inspiring and highly

engaging. Filled with many t ips, practical ideas and instructive stories, this keynote helps participants

understand how six evangelism marketing strategies create communities of influential customers who

spread the word:

1. Customer plus delta: How customer feedback drives word of mouth

2. Napsterize your knowledge: As knowledge is shared, it becomes more valuable

3. Build the buzz: Understanding the roles of megahubs and network hubs

4. Create community: Why customer communities are valuable and drive sales

5. Make bite-size chunks: Strategies for simplifying complex sales so customers tell others

6. Create a cause: Crossing the emotional chasm with customers so they believe in you

Each keynote presentation is researched and geared specifically to your organization and its industry.

Keynotes are 30-75 minutes in length and can include Q&A and book-signing. In 2003, McConnell and

Huba were featured keynote speakers at more than 100 events.

2Bookings: (312) 467-4755

S P E A K I N G I N F O R M A T I O N

Minneapolis: Integrated Media Association conference keynote

“ A compelling andeducational

presentation!”– B R U C E R A N E S ,

I N T E G R A T E D M E D I A

A S S O C I A T I O N



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Workshops Workshops{ }S P E A K I N G I N F O R M A T I O N

Building an evangelism planis about facilitating ideas from your group or organization that lead to emotional connections between you,

your customers and your prospects. Creating a plan requires concentrated, focused effort, and a Creating

Customer Evangelists workshop is the ideal vehicle for your organization. During a 1-day or 2-day workshop,

your attendees will learn how to:

Create evangelists for your products and services

Build word of mouth for products via buzz strategies

Develop closer, more intimate customer relationships

Build a sense of community among customers

Develop a cause to rally customers around

Use a marketing budget more effectively

Build an internal team responsible for evangelism

Participants depart with a deep understanding of the six tenets of

customer evangelism and the best practices of leading companies.

Better yet, they will have created a plan for making

customer evangelism happen for your organization.

Workshops are hands-on, intensive sessions that get your people

on the same page about word of mouth and customer referrals.

1-DAY WORKSHOP

A true workshop environment. Customer evangelism concepts are explored in great detail, with in-depth

examinations of companies enjoying widespread customer advocacy. With honest, open discussions, we

facilitate strategy-building exercises that focus everyone on applying the customer evangelism tenets to your

organization’s objectives.

2-DAY WORKSHOP

For organizations with complex services and/or multiple products, Day 2 is a dedicated strategy-building

session for tailoring and refining customer evangelism plans, developing measurable goals and outcomes, and

planning how to get the rest of your organization on board with the plans.

South Carolina: Creating a

customer evangelism plan fo

Kiawah Island Development Corp

Bookings: (312) 467-4755

“ Wow! Youcreated a

wonderfulforum that

challenged usas a group

and

individually.It was a very meaningfulexperience.”

– G O R D O N H I L L O C K ,

K I A WA H I S L A N D

R E A L E S T AT E

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Biography Biography { }

S E L E C T E D R E C E N T C L I E N T S

Capitvating. Inspiring. Luminary.Those are some of the words used to describe Ben McConnell’s presentations on customer evangelism and word

of mouth marketing. With conviction, energy and a keen wit, Ben has brought customer evangelism stories to life

for client audiences such as PBS, Starbucks, Microsoft, Administaff and others.

Ben is co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, and

he is co-founder and principal of Wabash & Lake, a Chicago marketing consulting and training firm. Since 2001,

Wabash & Lake has worked with dozens of organizations to help them create customer evangelism programs.

Ben's career has been focused bringing big companies closer to their customers. Past clients include General

Mills, Eli Lilly, Wyndham Hotels, Freddie Mac, P&G and Campbell Soup. With these companies, he led specialized

teams that focused intently on clients’ customer experiences.

Ben’s marketing career sprang from his early work in big-city journalism. He was co-founder of Dallasnews.com,

the flagship operation of Belo Corp., owner of the Dallas Morning News, various other newspapers and 19

television stations. His work at the Morning News earned him numerous awards, including his participation with

two Pulitzer Prize-winning projects.

B E N M c C O N N E L L

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“Captivating and inspiring.You were the

hit at ourconference!”– A N N A F L Y E , P B S Administaff Bonneville Cisco FolkAlley.com Jacobs Media PaeTec PBS Starbucks


Bookings: (312) 467-4755



J a c k i e H u b a creating customerevangelists


Biography Biography { }

For more than 14 years, Jackie Huba has been conjuring up ways to improve the lives of customers. Never one to back down

from communicating with a company where she sees room for improvement, Jackie constantly offers

companies feedback on how they can better their experience with her as a customer.

At IBM in its $9-billion software division, Jackie spent 11 years dreaming up ways to convince IT

managers and senior technologists of Fortune 500 companies that IBM’s programming tools would make

their jobs easier and more productive. She accomplished this by spending four years on the road,

evangelizing at trade shows and customer locations about IBM’s portfolio of products for programmers.

After IBM, Jackie was vice president of marketing and client services at Dallas-based marketing agency

imc². She helped that company quadruple its revenue in two years by building relationships with clients

such as Procter & Gamble, General Mills, Eli Lilly & Company, Dr Pepper/Seven Up, Chiquita, and

Wyndham Hotels and Resorts.

Jackie is co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales

Force, and she is co-founder and principal of Wabash & Lake, a Chicago marketing consulting and

training firm. Since 2001, Wabash & Lake has worked with dozens of organizations such as Whirlpool,

Microsoft, Disney and others to help them create customer evangelism programs.

J A C K I E H U B A

S E L E C T E D R E C E N T C L I E N T S

American Marketing Assoc. American Bankers Assoc. American Express Disney Microsoft


“Fantastic!

Nothing butrave reviews

from attendeesand our staff.”– J O H N C A P O T O S T O ,

A M E R I C A N B A N K E R S

A S S O C I A T I O N

Chicago: Leading a Customer Evangelism University workshop.

Bookings: (312) 467-4755



creating customerevangelists


Testimonials Testimonials{ }“Thank you for coming to inspire our team. Your material was insightful and compelling. We

were privileged to have you share your learning and wisdom with us.”

– Susan Sobbott,

SVP & GM, Lending and Network Development, OPEN: Small Business Network, American Express

“Your interactive presentation and audience exercises brought the principles of customer

evangelism to life . Our audience of marketing professionals came away with new ideas, rich insights and

actionable strategies. Thank you!”

– Pam Smith,

American Marketing Association

“A great presentation at our meet ing. You obviously were a real hit based on the feedback. I

appreciate all of your preparation and time on the speech and your energetic speaking style. Of the 30

percent of the attendees who responded [to the evaluation form], 100 percent of these rated the

topic and the speaker as excellent or good (most were excellent). The comments were great, too!

– Carol Barreyre,

International Association of Business Communicators

“You have been getting rave reviews from the people who were there . Somebody stopped me

in our (very slow) elevators yesterday to say that it was the best program we have had yet.”

– Jody Lentz,

director of outreach, Executive Discovery

“ Jackie’s message is truly a gift regarding business marketing. The blending of theory,

research, and practical application was refreshing. I gained a variety of useful strategies to effortlessly

hone the value of my own service. I highly recommend it to anyone serious about their business

success.”

– Dr. Al Spicer ,

International Coach Federation

“When you are in charge of a convention, you never like to go out on the limb with someone you have

never heard speak. Jackie made me look like a genius since her message was

relevant, precise, practical, and humorous. I would recommend her to anyone.”

– Bruce Frasier ,

Mailorder Gardening Association

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C L I E N T S A N D

P R E S E N T A T I O N S

I N C L U D E :

Administaff

American Express

Athletico

Bonneville International

Cisco

Disney

Franklin Covey Coaching

Jacobs Media

KraftCPAs

Microsoft

NPR

PBS

2003 Retaurant Summit

Salt River Project

Starbucks

Tandem

TARP

TEC

Unica

Whirlpool

WKSU

Zondervan

DeVry University

Lake Forest University

North Park University

University of Chicago

Univeristy of Michigan

Wake Forest University


Bookings: (312) 467-4755

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