transform your for every slide business into a of this...
TRANSCRIPT
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
1
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
Transform Your Business Into a
Consumer Destination
Transform Your Business Into a
Consumer Destination
Full notes of this entire keynote are available at:
JonSchallert.com/farming
© The Schallert Group, Inc.
2
For every slide
of this session,go to:
JonSchallert.com/farming
© The Schallert Group, Inc.
3
© The Schallert Group, Inc.
4
© The Schallert Group, Inc.
5
© The Schallert Group, Inc.
6
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
2
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
7
© The Schallert Group, Inc.
8
© The Schallert Group, Inc.
9
© The Schallert Group, Inc.
10
© The Schallert Group, Inc.
11
© The Schallert Group, Inc.
12
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
3
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
13
© The Schallert Group, Inc.
14
© The Schallert Group, Inc.
15
© The Schallert Group, Inc.
16
© The Schallert Group, Inc.
17
© The Schallert Group, Inc.
18
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
4
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
19
© The Schallert Group, Inc.
20
© The Schallert Group, Inc.
21
© The Schallert Group, Inc.
22
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
23
A business that’s so compellingly different,
customers say: “That’s the only place
I’m going!”
What’s a Destination Business?What’s a Destination Business?
© The Schallert Group, Inc.
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
5
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
2525
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
26
How is your business different from every other business in
your industry?
Unique Positioning StatementUnique Positioning Statement
© The Schallert Group, Inc.
27
Unique Positioning
2-4 paragraphs
Killer 1st sentence!
Must convey an emotion!
Unique Positioning StatementUnique Positioning Statement
© The Schallert Group, Inc.
28
© The Schallert Group, Inc.
29
Brand: “The proprietary visual, emotional, rational, and cultural image that you
associate with a company, a product, a name or a
community."
Definition of a BrandDefinition of a Brand
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
6
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
31
© The Schallert Group, Inc.
32
www.ClownBike.com - Rich Carraro
© The Schallert Group, Inc.
33
© The Schallert Group, Inc.
34
© The Schallert Group, Inc.© The Schallert Group, Inc.
35
© The Schallert Group, Inc.
36
www.ClownBike.com - Rich Carraro
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
7
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
37
© The Schallert Group, Inc.
38
© The Schallert Group, Inc.
39
© The Schallert Group, Inc.
40
© The Schallert Group, Inc.
41
© The Schallert Group, Inc.
42
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
8
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
43
© The Schallert Group, Inc.
44
© The Schallert Group, Inc.
45
© The Schallert Group, Inc.
46
© The Schallert Group, Inc.
47
© The Schallert Group, Inc.
48
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
9
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
49
© The Schallert Group, Inc.
50
© The Schallert Group, Inc.
51
Text DESTINATION to 72000
Get access to 3 Unique Positioning Statement webinars, plus the tip sheet:
9 Steps to Developing a Great Unique Positioning Statement
Free Webinars and Tip SheetFree Webinars and Tip Sheet
© The Schallert Group, Inc.
52
© The Schallert Group, Inc.
53
© The Schallert Group, Inc.
54
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
10
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
55
3 methods to spotlight product:Micro-Niche product line
Signature items
Create a Monument
From most difficult to easiest
From most effective to least
Product SpotlightingProduct Spotlighting
© The Schallert Group, Inc.
56
© The Schallert Group, Inc. © The Schallert Group, Inc.
© The Schallert Group, Inc.© The Schallert Group, Inc.© The Schallert Group, Inc.
59
© The Schallert Group, Inc.
60
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
11
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
61
© The Schallert Group, Inc.
62
© The Schallert Group, Inc. © The Schallert Group, Inc.
© The Schallert Group, Inc.© The Schallert Group, Inc.
65
© The Schallert Group, Inc.
66
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
12
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
67
© The Schallert Group, Inc.
68
© The Schallert Group, Inc.
69
© The Schallert Group, Inc.
70
© The Schallert Group, Inc.
71
© The Schallert Group, Inc.
72
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
13
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
73
© The Schallert Group, Inc.© The Schallert Group, Inc.
74
© The Schallert Group, Inc.© The Schallert Group, Inc.
75
© The Schallert Group, Inc.© The Schallert Group, Inc.
76
Pancake Billy’s Chuggable Maple Syrup
© The Schallert Group, Inc.© The Schallert Group, Inc.
77
© The Schallert Group, Inc.© The Schallert Group, Inc.
78
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
14
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
79
© The Schallert Group, Inc.© The Schallert Group, Inc.
80
© The Schallert Group, Inc.
81
© The Schallert Group, Inc.
© The Schallert Group, Inc. © The Schallert Group, Inc.© The Schallert Group, Inc.
84
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
15
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
85
© The Schallert Group, Inc.© The Schallert Group, Inc.
86
© The Schallert Group, Inc.
87
© The Schallert Group, Inc.© The Schallert Group, Inc.
88
© The Schallert Group, Inc.© The Schallert Group, Inc.
89
© The Schallert Group, Inc.
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
16
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc. © The Schallert Group, Inc.
© The Schallert Group, Inc.
93
© The Schallert Group, Inc.© The Schallert Group, Inc.
94
2011 changes (Feb BC)
Oxen on sidewalk: April 12
Oxen on roof: July 12
April increase: +8.49%
May: +11.16%
York’s Covered WagonYork’s Covered Wagon
© The Schallert Group, Inc.© The Schallert Group, Inc.
95
June: +17.20% (Record!)
July: +15.82% (Record!)
August: +10.66%
September: +7.14%
Sold store & retired: 2012
York’s Covered WagonYork’s Covered Wagon
© The Schallert Group, Inc.
96
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
17
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
97
© The Schallert Group, Inc.© The Schallert Group, Inc.
98
© The Schallert Group, Inc.© The Schallert Group, Inc.
99
© The Schallert Group, Inc.© The Schallert Group, Inc.
100
© The Schallert Group, Inc.© The Schallert Group, Inc.
101
© The Schallert Group, Inc.
102
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
18
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
103
© The Schallert Group, Inc.© The Schallert Group, Inc.
104
© The Schallert Group, Inc.© The Schallert Group, Inc.
105
© The Schallert Group, Inc.
106
© The Schallert Group, Inc.
107
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
108
Targeting Top ConsumerTargeting Top Consumer
Top 10%Least amount of marketing $$,
results in largest purchases
Majority of customersReliable return on marketing
expenditures
Bottom 10% Every dollar spent returns fraction
of marketing investment
Total Available Customer
Base
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
19
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
109
1. Every ad either contributes or erodes your Unique Positioning
2. It takes 10 to 16 times the money to get a new customer than it costs to bring an existing customer back.
3. It takes an advertising message a minimum of 8-12 times to impact a consumer, in an ideal competitive environment.
Advertising PrinciplesAdvertising Principles
© The Schallert Group, Inc.
110
Word-of-mouthTestimonialsReferralsInternetPR (12 times!)As detailed in Under the Radar: Talking to Today’s Cynical
Consumer by Jonathan Bond & Richard Kirshenbaum
High Integrity MediaHigh Integrity Media
© The Schallert Group, Inc.
111
Capturing database information is critical, in person and on your website
Create “hooks” that encourage customers to part with their contact information
Business card drawings, register-to-win, newsletters…
Capture Every Name!Capture Every Name!
© The Schallert Group, Inc.
112
Database Development: Fivestars
© The Schallert Group, Inc.
113
Loyalty app for bringing customers back
Fivestars: Shopping AnalyticsFivestars: Shopping Analytics
• 10,000 merchants, 10 MM customers
• Database with texting or emailing, with customized incentives
• Ian Peters: 415-299-7555
• [email protected]© The Schallert Group, Inc.
114
Get.Fivestars.com/Destination
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
20
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
115
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
116
Google.com/business
© The Schallert Group, Inc.© The Schallert Group, Inc.
117
Once set up, you can enhance your business listing
Photos & videos and real-time updates
Provide service to customers and ask for a recommendation
Using Google My BusinessUsing Google My Business
© The Schallert Group, Inc.© The Schallert Group, Inc.
118
Explain that a recommendation can boost your Internet rank
Give them instructions:
You can hand them instructions on a card
Using Google My BusinessUsing Google My Business
© The Schallert Group, Inc.© The Schallert Group, Inc.
119
1. Go to Google.com/business
2. Search for your business name
3. Click “Write a Review”
4. Ask them to use your city, state, and company name
Using Google My BusinessUsing Google My Business
© The Schallert Group, Inc.© The Schallert Group, Inc.
120
5. …and other key business phrases in their review that will elevate your search engine rankings
Top 3 ranked businesses will appear at the top of the page
Using Google My BusinessUsing Google My Business
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
21
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
121
© The Schallert Group, Inc.
122
FacebookFacebook
Posting has about a 2.6% organic reach: You must now pay to get placement!
1st option: Boost the post Easiest, but least targeted
2nd : Ads Manager
3rd : Facebook Live
© The Schallert Group, Inc.
123
© The Schallert Group, Inc.
124
New Facebook Priorities: 2018New Facebook Priorities: 2018
Facebook’s priority: Meaningful social interactions
Never do ads or posts without targeting interests & demographics
Facebook Live posts show up more than standard posts
© The Schallert Group, Inc.
125
Facebook Live via Facebook AppFacebook Live via Facebook App
Click “Live” or “Live Video”
Describe your video
Tap the “Go Live” button and 321 countdown starts!
Even if you’re not interacting, use Live posts!
© The Schallert Group, Inc.
126
Facebook Ad TargetingFacebook Ad Targeting
Ads Manager give you more choices in targeting: Age, gender, interest, even target competitors’ pages!
Go to the “More Demographics” section for advanced targeting
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
22
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
127
© The Schallert Group, Inc.
128
© The Schallert Group, Inc.
129
AlignableAlignable
Former Constant Contact leaders created the company
Great tool for networking & sharing with local businesses
Evolving like LinkedIn did
Create search engine optimized pages for events
© The Schallert Group, Inc.
130
© The Schallert Group, Inc.
131
© The Schallert Group, Inc.
132
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
23
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
133
© The Schallert Group, Inc.
134
© The Schallert Group, Inc.
135
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
136
12 times more likely to be believed than advertising
Written as news about your business
Should be controversial, timely, helpfulTop 2: Money and health
Marketing’s “fishing for marlin”
Generating Free PublicityGenerating Free Publicity
© The Schallert Group, Inc.
137
© The Schallert Group, Inc.
138
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
24
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
139
© The Schallert Group, Inc.
140
$
Age of Business
Exponential SalesExponential Sales
© The Schallert Group, Inc.© The Schallert Group, Inc.
141
© The Schallert Group, Inc.
142
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
143
Text DESTINATION to 72000
Get access to 3 Unique Positioning Statement webinars, plus the tip sheet:
9 Steps to Developing a Great Unique Positioning Statement
Free Webinars and Tip SheetFree Webinars and Tip Sheet
© The Schallert Group, Inc.
144
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
25
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
145
© The Schallert Group, Inc.© The Schallert Group, Inc.
146
© The Schallert Group, Inc.© The Schallert Group, Inc.
147
© The Schallert Group, Inc.
148
© The Schallert Group, Inc.
149
© The Schallert Group, Inc.
150
Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.
26
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
151
© The Schallert Group, Inc.
152
© The Schallert Group, Inc.
153
Destination BootCampsDestination BootCamps
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
6 More BootCamps in 20186 More BootCamps in 2018
© The Schallert Group, Inc.
154
© The Schallert Group, Inc.
155