1. Marketing and Communications: Right On and Relevant MelynnSight President

2. December 19 2

3. http://tobytripp.github.com/meetingticker/ 3

4. Do you and your members see eye to eye on what is most relevant?

5. Value leadsto Trust Relevance leadsto Leadsto Connections 5

6. Relevance Survey Washington Washington Maine Montana Minnesota North Dakota Vermont Minnesota Oregon New Hampshire Wisconsin Idaho Massachusetts Wyoming South Dakota New York Michigan New York Rhode Island Connecticut Iowa Pennsylvania Nevada Nebraska New Jersey Ohio Illinois Illinois Delaware Utah West Colorado Indiana Virginia Virginia Maryland Kansas Missouri California Kansas Kentucky Arizona Oklahoma North Carolina North Carolina Oklahoma Tennessee Arkansas South Arizona New Mexico Carolina Mississippi Texas Alabama Georgia Louisiana Florida Florida 6

7. What did they say? Commitment Caring Clarity Communication Cost Consistency Consumables Connections 7

8. 8

9. What else? And what were they saying that they didnt actually say? Youcantalwayssolveinsightproblems withlogicyouhavetoedit. MalcombGladwell 9

10. And what were they saying that they didnt actually say? 1.Wearenot allthesame Donttreatusthatway 10

11. 2. Idontknow Donttakeyourselftooseriously Dowhatyoucantomakealastingimpression 11

12. 3. Nothin notreally Itsallcorruptand Youjustkeepraising allaboutmoney Ifyoudon'thavemoney mydues forallthefeesand notathing farealtorhasabad dues,theAssociation don'tcare. yearthe Absolutelynothing Associationdont ofvalue NOPE! giveacrap No Notreallyforthe Nope Alapelpin amountweare charged 13

13. Noteveryoneappreciatesyourefforts tobe(relevant). Infact,mostpeopledont.Sowhat? Mostpeopleareostriches, 3. Nothin headsinthesand... Yourgoalisnttopleaseeveryone. Yourgoalistopleasethosethat actuallyspeakup,spreadtheword, buythings.... SethGodin 14

14. The Process for Building Relevance 15

15. Twoseconds 16

16. Lifehappenswhenthingsintersect.Itshowwarsarefought. Itshowbabiesaremade.Itshowpeopleconnectwiththe world andbrands aroundthem. Somebelievethebondbetweenpeopleandbrandsisover hyped.Othersbelieveitrunsdeep.Theonetruthweknowfor sureisthemoreweconnect,themoreloyalwebecome. JimThompson,TheBrandChannel 17

17. 1. Whats Your One Thing? 18

18. How do you do it? 1. Mission 2. Goals 3. Corevalues 4. Whatyourmembersneedmost 5. WhatYOU dowellandaspiretobecome 6. Distinctionfromyourcompetitor Astraightforward,simple,portablepromise 19

19. What does it look like? IC.A.R.E. Innovate,Create,Assess, Relate,Excelerate NARAELD YouhavetoStandforSomethingorYouStandforNothing. AlexanderHamilton 20

20. 2. Dont assume. Ask. Look ahead to tomorrow 21

21. Once you ask your members, then demonstrate that you hear them 22

22. 3. Focus on a few 23

23. 4. Obsess on WIIFM Ihadabrokersaytome: Bill,Iwantyoutostopmefromspinningso muchtakeallthisstufffromGovernmental andLegislativeaffairssimplifyitandtellme whattodowithit,soIcantellmyagents whatsinitforthem andgetonwithmyday. BillMalkasian,WRA 24

24. Hereshowyour$20RPACcontribution paidyoubackin2009: YourRPAC Contribution 1. ProtectedYourRealEstateCommissions: + Withyourhelp,wedefeatedeffortstoimposeasalestaxonservices includingrealestatecommissions.Thistaxonserviceswouldtakean (Your averageof7.3%ofyourcommissionsoutofyourpocket! Associations) Youmake$504.00morepertransaction involvementin 2.PreventedaTransferTaxonRealEstate: Governmental Withyoursupport,wehavedefeatedanyeffortstoimposeatransfertax Affairs onthesaleofrealestate.Atransfertaxwouldimposeanaverage7%tax oneveryhomesale.Thiscouldshutmanyofyourpotentialclientsoutof = themarket,resultinginmanylosthomesalesperyear. Thissaves$1,557.00persale Atleast $6,800.00more 3.PreventedANYIncreasesinRealEstateTaxes: inyourbank Withyourcontributions,wehavepreventedCongressfromeliminating account favorabletaxbreaksforhomeowners likethemortgageinterest deduction,andthepropertytaxdeduction.Withoutthesetaxbreaks EVERYYEAR housingcostswouldincrease,preventingmanypotentialclientsfrom buyinganewhome. 25 Thissaves$4,740.00oneveryhomepurchase

25. 5. Be courageous 26

26. Create The Possible Service Level1Minimumstandards Productdriven 27

27. Create The Possible Service Level2Marketdriven 28

28. Create The Possible Service Level3Customersdontalways knowwhattheyneed Imaginationdriven 29

29. The Possible Service www.YouTube.com SearchforMonthlySkinny 30

30. The Possible Service www.WeMAR.org 31

31. The Possible Service 32

32. Create The Possible Service www.OKCommercialProperty.com 33

33. The Point of It All? Wehavetoputourcrystalballouttheretobeastepandahalfaheadofwhat themembersees. Then,beinastrongenoughpositiontopresentthatrelevantlytoelected leaderssotheycanmakedecisionsaboutthefuture. Theresafinelinebetweenscarystuffincrazytimes andbeingastrongleadergivingdirection. BillMalkasian WisconsinAssociationofREALTORS 34

34. Whatwemustdecideis howwearerelevant ratherthan howrelevantweare. EdgarZ.Friedenberg

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36. Addmelynn@nsightmarketing.com toyoursafesenderlist!! melynn@nsightmarketing.com www.nsightmarekting.com http://marketingnSights.BLOGSPOT.com