[Liftoff Houston: Business Marketing]
[00:00:12]
AND I'D LIKE TO WELCOME EVERYONE TO THE LIFTOFF HOUSTON BUSINESS MARKETING WORKSHOP.
I WORK FOR HOUSTON PUBLIC LIBRARY.
AS A PART OF OUR TEAM, WE ALSO HAVE MS. JESSICA DEL GRECO.
SHE'S THE PROGRAM ADMINISTRATOR
AND WE HAVE MR. KIM, KENNETH THOMAS IT SUPPORT.
RIGHT? WE HAVE SOME ATTENDANCE REMINDERS FOR TONIGHT.
ATTENDANCE IS REQUIRED FOR THE WORKSHOP, AND YOU MUST VALIDATE YOUR ATTENDANCE AT THE BEGINNING AND AT THE END.
IF YOU MISS MORE THAN 15 MINUTES OF THE WORKSHOP, YOU WILL NOT BE ADMITTED.
IF YOU GET DISCONNECTED, PLEASE ATTEMPT TO RECONNECT IMMEDIATELY.
IF YOU CANNOT ATTEMPT, IF YOU CANNOT RECONNECT, PLEASE CONTACT US AT LIFT OFFHOUSTON@HOUSTONTX.GOV.
OR YOU CAN GIVE, UM, ME A CALL AT (832) 393-1682.
YOU HAVE TO STAY ON FOR THE DURATION OF THE WORKSHOP.
AT THE END OF THE WORKSHOP, YOU WILL GET THE PASSWORD THAT MUST BE ENTERED INTO THE LIFTOFF HOUSTON PORTAL WITHIN 48 HOURS TO SHOW THAT YOUR WORKSHOP ATTENDANCE IS COMPLETE.
IF THAT IS NOT DONE WITHIN THIS 48 HOUR WINDOW, YOUR CREDIT WILL NOT BE GIVEN.
REQUEST FOR ACCOUNTS NOT UP TO DATE AS OF THE ORIENTATION, AND ONE MUST BE SENT, UH, I'M SORRY, REQUEST FOR ACCOUNTS NOT UP TO DATE FOR ORIENTATION AND WORKSHOP.
ONE MUST BE SENT IN BY NOON TOMORROW.
THESE REQUESTS WILL NOT BE GRANTED AFTER THAT TIME.
LET'S GO AHEAD AND GET CHECKED IN.
YOU CAN USE THE QR CODE ON THE SCREEN, OR YOU CAN USE THE LINK THAT WILL BE PUT INTO THE CHAT.
WE'LL GIVE EVERYONE ABOUT A MINUTE OR SO TO GET THAT DONE, AND WE WILL MOVE FORWARD.
AGAIN, USE THE QR CODE OR THE LINK THAT HAS BEEN PUT INTO THE CHAT AND GIVE EVERYBODY ANOTHER COUPLE SECONDS.
AND THEN WE ARE GOING TO GET STARTED WITH OUR PRESENTATION BY KYRA HARDWICK.
OUR BUSINESS WORKSHOP, BUSINESS MARKETING WORKSHOP IS BEING PRESENTED BY KYRA KYRA HARDWICK WITH THE RA COMPANY.
KYRA HAS BEEN A CONTINUOUS AND ENTHUSIASTIC SUPPORTER OF THE SMALL BUSINESS COMMUNITY.
WE ARE SO EXCITED TO HAVE HER BACK HERE AT LIFTOFF FOR ANOTHER YEAR.
KYRA HARWICK IS THE CEO AND FOUNDER OF THE KYRA COMPANY, A CONSULTING FIRM THAT IS COMMITTED TO HELPING ORGANIZATIONS EVALUATE THE EFFECTIVENESS OF THEIR PEOPLE AND PROCESSES, AND TO ENSURE THAT LEADERS ADDRESS OPERATIONAL OPPORTUNITIES WITHIN THEIR ORGANIZATIONS AND INCREASE OVERALL PROFITABILITY.
SHE IS AN EFFECTIVE COMMUNICATOR WITH A KNACK FOR DEVELOPING COHESIVE AND PRODUCTIVE TEAMS. KYRA'S TRANSPARENCY AND UNDERSTANDING OF THE NECESSITIES TO CULTIVATE ALLIANCES AND RESOURCES BOTH INTERNALLY AND EXTERNALLY, LEND ITSELF TO THE DEVELOPMENT OF LOYAL AND COMMITTED PARTNERSHIPS.
KYRA HAS AN MBA WITH A CONCENTRATION IN HUMAN RESOURCES.
I'D LIKE TO TURN OVER THE WORKSHOP TO KYRA HARDWOOD FOR HER PRESENTATION.
THANK YOU SO MUCH, AND GOOD EVENING EVERYONE.
UM, AS WE ARE MAKING, THAT'S OKAY, WE'LL MAKE OUR ADJUSTMENTS.
I'M GOING TO START MY SCREEN SHARE.
LET'S SEE IF WE CAN, IF WE CAN DO THAT.
LET ME KNOW IF YOU CAN SEE MY SCREEN.
IT DOESN'T LOOK LIKE YOU CAN JUST YET.
[00:05:01]
ME SEE HERE.I THINK WE NEED TO CHANGE THE HIGHLIGHT FOR EVERYONE ELSE.
SO I AM SO EXCITED TO, UM, GET STARTED WITH YOU TONIGHT, AND I'M GONNA TELL YOU THE WORKSHOP STARTS NOW.
I'M GOING TO, FROM MY INTRO SLIDE ALL THE WAY THROUGH TO THE END, UM, REALLY BE TEACHING AND TALKING ABOUT THE ELEMENTS OF MARKETING AND BUSINESS MARKETING SPECIFICALLY.
AND I WANT YOU TO KNOW VERY INTENTIONALLY, THERE ARE SOME ELEMENTS ON MY COVER SLIDE.
I'M GONNA WALK YOU THROUGH THEM, THEM, I WANT YOU TO REALLY TAKE YOUR TIME AND THINK ABOUT HOW THIS ALIGNS WITH YOUR BRAND.
SO I'M GONNA TELL YOU IT'S, YOU KNOW, SIX SOMETHING, 6:08 PM ON A MONDAY.
IF YOU'VE HAD A FULL DAY, I'M JUST GONNA INVITE YOU RIGHT NOW TO DO YOUR BEST TO LOCK ALL THE WAY IN, BECAUSE I'M GOING TO MOVE SWIFTLY.
BUT I'M GOING TO BE VERY THOROUGH AND I'M GOING TO GIVE YOU A LOT OF INFORMATION.
AND I WOULD LOVE FOR YOU TO BE FOLLOWING ALONG, UM, YOUR RUBRIC IF YOU ARE COMPETING, AND WITH YOUR NOTEBOOK.
OTHERWISE, TO MAKE SURE YOU ARE CAPTURING AND TAKING NOTES.
I'M GONNA TALK ABOUT EVERY ELEMENT OF BRAND THAT I CAN ALONG THE WAY.
WE WILL BE, UM, DOING SOME Q AND A AT THE END.
I HAVE TIME, WE'LL HAVE TIME FOR ABOUT 20 TO 30 MINUTES WORTH OF QUESTIONS AND ANSWERS, AND I WILL ANSWER THEM LIVE ON THE SPOT.
AND SO IF YOU HAVE QUESTIONS, WRITE THEM DOWN SO THAT WHEN IT'S TIME, YOU CAN GET IN AND GET YOUR QUESTION ANSWERED, AND WE CAN MOVE ON TO THE NEXT.
BUT WE'RE WANNA MAKE SURE WE MAXIMIZE THAT TIME.
WE WILL ALSO TOWARDS THE END, DO SOME BREAK, UH, HAVE A BREAKOUT SESSION, SO PREPARE FOR THAT.
UM, AND I WILL PROMPT YOU AND GET YOU GUYS READY FOR THAT.
SO I AM KYRA RANELL HARDWICK, AND I AM THE COUNT CO CONSULT MANAGING CONSULTANT AND CHIEF STRATEGIST FOR THE CHIRA COMPANY.
AND, UM, I'M EXCITED TO BE A PARTNER WITH THE LIFT, UH, THE LIFTOFF COMPETITION.
AND THIS IS, I'M, I THINK THIS IS ABOUT YEAR FIVE.
UM, I NEED TO GO BACK AND, AND REALLY DO AN ACCOUNT, BUT IT'S BEEN A JOURNEY THAT I'VE REALLY LOVED TO BE A PART OF.
AND I LOVE TO WATCH THE INNOVATION, THE STARTUP, THE PROMISE, THE HOPE IN EVERYONE'S EYES WHEN THEY'RE LAUNCHING AND PREPARE, PREPARING TO LET, TO LAUNCH AND, UM, PITCH THEIR BUSINESS, UM, ON PITCH DAY.
BUT ALONG THAT JOURNEY, I LOVE THE LEARNERS THAT ARE ALONG WITH US, THAT ARE REALLY TAKING ADVANTAGE OF THE OPPORTUNITY TO GAIN ACCESS TO INFORMATION THAT IS YOUR KEY TO LIFE, THE ACCESS TO INFORMATION.
SO THE FIRST THING I WANT YOU TO TAKE NOTE OF, I'LL GO BACK TO THE HOME TO THE FIRST SLIDE, IS OUR LOGO.
AND SO THIS IS OUR FIRST YEAR WITH LIFTOFF, WITH THIS NEW LOGO.
SO IF YOU NOTICE, OUR LOGO IS VERY INTENTIONAL, AND THERE ARE A COUPLE OF THINGS AND ELEMENTS I WANT YOU TO SEE.
THE LOGO IS NOT THE BRAND, THE LOGO IS THE MARK THAT IDENTIFIES THE BRAND, AND SO IT SHOULD KIND OF CARRY THE SPIRIT AND THE PRESTIGE OF THE BRAND THAT YOU WANT TO PRESENT.
AND SO IN THIS INSTANCE, THE KYRA COMPANY, VERY SPECIFICALLY, THERE ARE, THERE'S AN IMAGE THERE OF ME ON THE ACTUAL SLIDE.
AND THE REASON WHY YOU HAVE THAT IMAGE, THAT IS TYPICALLY GONNA BE A SIGNATURE HEADSHOT IMAGE FOR ME.
UM, AND THE, AND I, I'M VERY CONSISTENT WITH MY BRAND IDENTITY.
AND SO THERE ARE SOME VERY SPECIFIC AND SIGNATURE LOOKS THAT WE PRESENT.
AND I'M TELLING YOU NOW THIS, BECAUSE THIS IS GONNA BE IMPORTANT AS WE CONTINUE TO GO ON THROUGH THE SLIDES AND START TO BUILD OUR TRUE BRAND IDENTITY AND OUR AWARENESS OF HOW OUR BRAND SHOWS UP.
AND SO THAT'S THE FIRST CUE, IS I WANT YOU TO PAY ATTENTION TO THE IMAGES.
I WANT YOU TO PAY ATTENTION TO THE LOGOS AND THE MARKS, AND WE'RE GONNA TALK ABOUT SOME OF THE DIFFERENCES.
SO THIS LOGO THAT YOU SEE IS OUR FULL LOGO, TKC.
IT IS SHORT FOR THE KYRA COMPANY, AND THAT YELLOW.IS OVERSIZED INTENTIONALLY.
WE WANT IT TO LOOK LIKE STRENGTH.
WE WANT IT TO LOOK LIKE, UM, CONFIDENCE.
WE WANT IT TO IT TO LOOK LIKE RELIABILITY, STURDY AND STRONG.
BUT IF YOU NOTICE THE T UM, THE BREAK IN THE T AND THE BREAK IN THE CAKE ACTUALLY REPRESENT AN EXCLAMATION POINT BECAUSE WE'RE FULL OF ENERGY AND WE WANT OUR BRAND TO TRANSFER THAT.
OKAY, SO I'M GONNA KEEP MOVING.
THIS INDICATOR HERE THAT YOU SEE IS CALLED A, THIS IS REALLY JUST A, A SYMBOL OR A MARK.
SO IF I WAS HAVING THIS TRADEMARK, IT WOULD SAY ALL WORDS AND MARKS.
AND SO THE LOGO, THE BRAND IDENTITY THERE, LOGO IS ONE THING.
THE FULL LOGO, THIS IS CONSIDERED TO BE A BRAND MARK.
AND SO THE K WITH THE EXCLAMATION POINT IS TO REMIND YOU LIKE IT HAS A, A ABSOLUTE RESEMBLANCE OF THE K IN THE TKC.
UM, AND IT HAS THE BREAK THAT GIVES YOU THE EXCLAMATION POINT AND THE DOT THAT INDICATES THAT THIS
[00:10:01]
IS AN ABBREVIATION.AND SO THAT WE'LL USE THIS MARK ONLY IN AREAS WHERE IT'S APPROPRIATE.
THE GOAL IS FOR YOU TO GET FAMILIAR.
SO ANYWHERE YOU SEE THE SYMBOLS OR THE LOGO, YOU ARE CLEAR THAT YOU'RE, YOU'RE, YOU'RE, YOU KNOW, READING SOMETHING, RECEIVE SOMETHING FROM THE KYRA COMPANY.
THIS IMAGE HERE, UM, IS OPEN AND WELCOMING, AND IT'S ALSO, UM, IN FRONT OF A CITYSCAPE.
WE'LL TALK ABOUT THIS ONE A LITTLE LATER, BUT I THINK IT'S IMPORTANT FOR YOU TO PAY ATTENTION.
NOT ONLY AM I TELLING YOU I'M A MANAGING CONSULTANT, UM, I'M ALSO BRANDING VERY STRONGLY MY NAME, BUT THE KYRA COMPANY IS A BUSINESS DEVELOPMENT SOLUTIONS FIRM COMMITTED TO DELIVERING A BROAD SPECTRUM, UM, APPROACH TO ADDRESSING OPERATIONAL OPPORTUNITIES WITHIN ORGANIZATIONS.
IN THAT FIRST PARAGRAPH, I'VE BEEN VERY SPECIFIC ABOUT TELLING YOU OUR APPROACH TO SERVING.
AND THEN WE GO INTO SAYING, WE PROVIDE OUR CLIENTS WITH INNOVATIVE BUSINESS OPERATIONS DEVELOPMENT, HUMAN RESOURCE SOLUTIONS, AND ORGANIZATIONAL DEVELOPMENT INFRASTRUCTURE THAT ACHIEVES RAPID RESULTS.
AND SO OUR RESULTS AREN'T SLOW.
WE DON'T JUST GET RESULTS, BUT WE GET RAPID RESULTS.
AND SO THAT'S IMPORTANT BECAUSE WE'RE DISRUPTIVELY TELLING YOU HOW WE'RE GONNA SHOW UP.
SO YOU RIGHT, RIGHT AWAY, YOU KNOW, IN THESE FIRST TWO SENTENCES, ANY INTRODUCTION THAT YOU'VE HAD TO OUR BUSINESS, THAT WE ARE A BUSINESS DEVELOPMENT COMPANY AND A FIRM COMMITTED TO DELIVERING A BROAD SPECTRUM APPROACH TO THE SOLUTION.
AND NOT ONLY THAT, BUT WE'RE GONNA GET RAPID RESULTS.
AND SO WHEN YOU START THINKING ABOUT US, AND THEN THINK ABOUT THE LOGO AND THE MARK LIKE THIS, K DOES THAT GIVE YOU THAT KIND OF ENERGY? DOES IT GIVE YOU THAT STURDY FIRM ABOUT OUR BUSINESS APPROACH? DOES IT GIVE YOU WARM AND WELCOMING AS WELL? THAT'S WHAT WE HOPE.
AND SO OUR GOAL IS TO MAKE SURE THAT WHEREVER YOU'RE SEEING OUR BRAND, WHEREVER YOU FEEL YOU'RE FEELING OUR IMAGING, UM, AND YOU'LL FEEL IT AS WELL.
AND I MEAN THAT WHEN I SAY, WHEN YOU FEEL OUR IMAGERY THAT YOU ARE CONNECTING IN THE WAY WE WANT YOU TO, WITH OUR BRAND, THAT ESTABLISHES A COUPLE OF THINGS.
AND I'M JUST GIVING YOU GUYS A LOT OF INSIGHT UP FRONT.
WHAT THAT DOES, IT, IT ESTABLISHES YOUR POSITION IN THE MARKET IN SOMEONE'S MIND BASED ON PERCEPTION.
IT ALSO DETERMINES WHETHER OR NOT THEY HAVE PUT YOU IN A CATALOG, RIGHT? OR A CATEGORY, WHETHER YOU'RE HIGH, MID, OR LOW MARKET.
THEY'RE DOING THAT BASED ON JUST PLAIN IMAGERY, FIRST IMPRESSION, WEBSITE, CLICK, SOCIAL MEDIA, CLICK, SOMETIMES JUST MEETING YOU FACE-TO-FACE.
THEY'RE MAKING THAT DETERMINATION BASED ON HOW YOUR BRAND IS SHOWING UP.
SO I WANT YOU TO BE VERY THOUGHTFUL AND BE VERY, UM, AWARE OF THAT.
AND THEN MOVING ON, AGAIN, I WON'T GO INTO THE DETAILS OF THIS SLIDE, BUT THIS AGAIN, TALKS A LITTLE BIT MORE ABOUT OUR APPROACH, AND IT ALSO VALIDATES OUR YEARS OF EXPERIENCE.
NOW, I WILL TELL YOU THIS QR CODE, I'M GIVING IT TO YOU EARLY.
UM, IF YOU SCAN THIS, UM, YOU CAN SCHEDULE, UM, TIME WITH ME.
THERE'S A 30 MINUTE GIFT THAT I GIVE DURING OUR LIFT OFF SEASON TO LIFT OFF PARTICIPANTS.
IT'S UP TO YOU TO TAKE CARE OF, TAKE IT OR NOT, BUT WE ARE EXTENDING OUR CALENDAR AND OPENING UP OUR CALENDAR TO YOU FOR 30 MINUTES TO DO A DISCOVERY CALL.
AND I'LL ANSWER ANY QUESTIONS THAT YOU HAVE DURING THAT 30 MINUTES CONCERNING YOUR BUSINESS.
AND TYPICALLY, EVERY YEAR WE HAVE A PLETHORA OF BUSINESSES THAT TAKE ADVANTAGE AND GET THAT ONE-ON-ONE COACHING.
SOME OF THEM, DEPENDING ON WHAT THEY'VE GOT GOING ON, THEY MAY ACTUALLY COME BACK FOR A SECOND CONVERSATION.
AND I THINK IT'S IMPORTANT FOR YOU TO UNDERSTAND THAT THE RESOURCES THAT ARE AVAILABLE TO YOU, UM, ARE REALLY SERIOUS ABOUT SERVING YOU.
AND SO THE KYRA COMPANY'S VERY SERIOUS ABOUT NOT JUST DELIVERING A WORKSHOP, UM, BUT WE'RE SERIOUS ABOUT MAKING SURE THAT YOU HAVE ACCESS TO INFORMATION.
SO AS YOU, YOU DEVELOP YOUR BUSINESS, YOUR SERVICE, UM, IS BEING DEFINED, YOUR INNOVATIONS BEING DEFINED, AND YOUR PRODUCTS BEING DEFINED AND BROUGHT TO MARKET THAT YOU HAVE SUPPORT TO HELP YOU GET THERE.
UM, AND SO I'M EXCITED TO BE A PART OF THIS JOURNEY WITH YOU.
ALRIGHT? AND SO YOU CAN SCAN THAT QR CODE AND YOU CAN START TO SCHEDULE YOUR TIME.
UM, YOU'RE LIKELY GONNA BE SCHEDULING INTO SEPTEMBER, BUT I WILL TELL YOU, YOU'LL SEE ME AGAIN.
I TYPICALLY SHOW UP FOR THE ACTUAL COMPETITION IF YOU'RE GONNA BE COMPETING.
AND I GET TO KNOW YOU ALL OVER THE JOURNEY.
SO I'M EXCITED TO, UM, I'M EXCITED TO, TO JOIN YOU.
OKAY? THESE ARE THE PRIMARY SERVICES THAT THE KYRA COMPANY OFFERS.
SO IF YOU REMEMBER ON THE FIRST SLIDE, I, OR THE SECOND SLIDE, I SAID, HEY, WE PROVIDE A BROAD SPECTRUM APPROACH AND WE GET RAPID RESULTS.
AND SO IF YOU WERE ON THE RECEIVING END OF THIS AS A CON, AS A CU A POTENTIAL CUSTOMER, WHAT I WOULD EXPLAIN TO YOU IS THAT THESE ARE THE THREE PRIMARY VERTICALS THAT WE PROVIDE SERVICES IN CONSULTING, OPERATIONS, MANAGEMENT, TRAINING AND DEVELOPMENT.
AND THEN THE LAST COLUMN INDICATES WHAT OUR, OUR INDUSTRY EXPERIENCE IS.
IT'S, THE GOAL FOR US THERE IS TO HELP YOU UNDERSTAND THAT WE'RE INDUSTRY AGNOSTIC AND WE CAN PRETTY MUCH MOVE WITH THE EBBS AND FLOWS OF ANY INDUSTRY.
AND SO I'M SEEING THOSE, THOSE, UH, THOSE APPOINTMENTS COME IN.
I THINK IT'S GREAT FOR YOU TO TAKE ADVANTAGE.
UM, BUT CONSULTING IS OUR STRONG SUIT.
OPERATIONAL MANAGEMENT IS AS WELL, AND SO IS TRAINING AND DEVELOPMENT.
[00:15:01]
VERTICALS YOU SEE RIGHT AWAY, WE'VE BEEN VERY CLEAR ABOUT WHAT WE CAN DO.WE SAID BROAD SPECTRUM, AND HERE'S HOW WE BACKED IT UP.
AND THEN THE NEXT SLIDE, THE NEXT THING I WANT YOU TO SEE IS THAT WE HAVE THE MARK THERE, AGAIN, JUST THE K SO YOU'LL, YOU THEN NOW HAVE SOME REAL CONNECTION TO, TO OUR LOGO AND OUR BRAND.
WE WANT YOU TO NEVER, WE DON'T WANT YOU TO EVER FORGET IT.
UM, AND YOU ALL WILL GET THESE SLIDES, AND SO YOU'LL HAVE THESE AS WELL.
ALRIGHT? SO, UM, THE BASICS ARE REALLY SIMPLE HERE, AND I'M GONNA TAKE YOU THROUGH THIS QUADRANT.
AND WHAT I WANT YOU TO DO IS, YOU KNOW, AS WE'RE MOVING THROUGH THIS, KIND OF PREPARE YOURSELF TO ANSWER THESE QUESTIONS.
AND IF YOU'RE LIKE ME, YOU'RE GOING TO BE ANSWERING THEM REAL TIME BECAUSE YOU'RE IN THE MOMENT AND YOUR FOCUS IS HERE AND YOU'RE LOCKED IN.
AND SO THE, THE, IF YOU CAN CAPTURE YOUR THOUGHT RIGHT NOW WHILE YOU'RE REALLY LOCKED IN AND YOU'RE SYNCHRONIZED WITH YOUR STRATEGY AND YOU'VE GOT YOUR BUSINESS ON YOUR MIND, YOU'RE GONNA GET MORE OUT OF IT TODAY.
SO HERE'S WHAT MY RECOMMENDATION IS, IS THAT YOU REALLY DO GRAB YOUR PEN AND PAPER, GO AHEAD AND DRAW A QUADRANT ON IT, AND LET'S GET READY TO, TO, UM, ANSWER THESE QUESTIONS.
SO WHAT HAPPENS WHEN WE'RE GETTING READY TO ENTER THE MARKET, RIGHT? THE FIRST THING WE NEED TO BE DOING IS CHECKING TO SEE WHAT'S THE STATUS AND IS THERE ROOM FOR ME? AND I WANT YOU TO THINK ABOUT THE STATUS OF THE MARKET, UM, IN A COUPLE OF DIFFERENT WAYS.
WE'VE JUST KIND OF COME THROUGH THE, THE GREATER PORTION OF COVID, RIGHT? WE'RE IN THE, THE, ON THE BACKSIDE OF A PANDEMIC AND THE EPIDEMIC.
AND, AND WHAT WE WANT TO UNDERSTAND IS WHAT HAS CHANGED IN THE MARKET AND HOW HAS THE MARKET, UM, HOW'S THE, WHAT'S THE TEMPERATURE IN THE MARKET, RIGHT? SO WE'VE HAD HEAT WAVES, WE'VE GOT, WE'VE GOT, UM, TROPICAL STORMS AND, AND POTENTIAL HURRICANES.
WE'VE HAD CYCLONES, WE'VE HAD, UM, FIRESTORMS THAT HAVE DESTROYED, UM, YOU KNOW, MAUI, WE'VE GOT ALL KINDS OF THINGS.
WE JUST GOT, UM, HAD A HUGE, UM, LANDFALL IN TERMS OF RAIN IN CALIFORNIA JUST OVER THE LAST COUPLE OF, UM, REALLY THE LAST, WHAT, 12 HOURS.
UM, SO WHAT I WANT YOU TO THINK ABOUT IS WHAT DOES THAT MEAN OR, AND HOW DOES THAT IMPACT YOUR, YOUR BUSINESS IN THE MAR AND THE, AND THE MARKET SPECIFICALLY? AND THOSE ARE JUST WEATHER AND HEALTH EVENTS.
THEN WHAT WERE THIS, WHAT ARE SOME OF THE DOWN, UM, DOWNWARD SPIRAL EFFECTS OR THE DOMINO EFFECTS OF SOME OF THOSE EVENTS? THAT'S ONE WAY THAT I WANT YOU TO LOOK AT IT.
THE OTHER WAY IS, I WANT YOU TO THINK ABOUT THIS MARKET POST COVID AS WELL.
AND I REALLY DIDN'T TALK ABOUT THIS ON SATURDAY, BUT I'M GONNA END WITH THE LAST GROUP, BUT I WANNA SHARE THIS WITH YOU ALL.
PEOPLE DO BUSINESS DIFFERENTLY NOW.
AND SO THE WAY THAT WE DID BUSINESS BEFORE, UM, A LITTLE BIT MORE ROBOTIC, LESS RESEARCH, LESS HUMAN, LESS HUMANISTIC APPROACH, LESS CONNECTIVITY.
WE'RE DOING BUSINESS DIFFERENT.
WE'RE THINKING ABOUT OUR LIVES DIFFERENTLY.
WE'RE SPENDING OUR TIME DIFFERENTLY.
WE'RE SPENDING OUR MONEY DIFFERENTLY AND WE'RE CONNECTING DIFFERENTLY.
AND SO I WANT YOU TO THINK ABOUT THAT AS YOU'RE BRINGING YOUR, YOUR BUSINESS TO, TO THE MARKET.
AND MAKE SURE THAT YOU HAVE AN ELEMENT, A STRONG ELEMENT OF HUMAN CONNECTION TIED TO YOUR BUSINESS BECAUSE PEOPLE WANT TO CONNECT TO OTHER PEOPLE.
WE, EVEN, EVEN A TECH INNOVATION, I WANT TO KNOW THE LOVE STORY BEHIND YOUR BRAND BECAUSE THAT'S WHAT'S GONNA CONTINUE TO KEEP ME CONNECTED.
I'M GOING TO MAKE A DECISION ABOUT YOU BASED ON HOW YOUR BRAND MAKES ME FEEL AND, AND HOW IT MAKES ME FEEL IS TYPICALLY IDENTIFIED BASED ON, UM, WHAT PROBLEM IT'S SOLVING.
UM, WHAT SOLUTION IS PROVIDING, WHAT PRAYER IT'S ANSWERING FOR ME, WHAT QUESTION IT'S ANSWERING FOR ME THAT I'VE NEVER ASKED, YOU KNOW, OUT LOUD.
WHEN I GET THAT, UM, IT'S AN INSTANT FOR ME.
WHEN I, WHEN I KNOW THAT QUESTION HAS BEEN ANSWERED, I KNOW MY, MY NEED HAS BEEN MET, I'M IMMEDIATELY CONNECTING TO MAKE A PAYMENT.
I'M IMMEDIATELY CONNECTING TO MAKE YOU MY, MY SERVICE PROVIDER.
I'M IMMEDIATELY INVESTING IN THAT INNOVATION BECAUSE IT IS SOLVING A PROBLEM THAT I HAVE.
IT IS AN EMOTIONAL EXCHANGE NO MATTER HOW ROBOTIC WE CAN BE.
BUT I CAN TELL YOU WE'RE LESS ROBOTIC, WE'RE MORE CONNECTED, WE'RE MORE AWARE, UM, AS A RESULT OF HAVING GONE THROUGH SUCH TRAUMATIC EXPERIENCES OVER THE LAST SEVERAL YEARS.
ALRIGHT, SO HERE'S THE FIRST QUESTION THAT I'VE GAVE YOU PLENTY OF TIME TO GET YOUR PAPER.
ALL RIGHT, HERE'S THE, HERE'S THE FIRST QUESTION.
IS THERE ENOUGH ROOM FOR ME IN THE INDUSTRY? AND, AND THAT ANSWERING THAT QUESTION IS GOING TO HOPEFULLY REMOVE ANY INSECURITIES YOU HAVE ABOUT SHOULD YOU BE DOING THIS? SHOULD I BE DOING THIS? AM I ALL OVER THE PLACE? IS THERE ROOM FOR YOU IN THE INDUSTRY? I'M GONNA TELL YOU ONE THING.
AND SO IN ORDER FOR YOU TO MAKE THE ROOM YOU NEED, THERE ARE, WERE THOUSANDS OF COACHES, UM, IN THE INDUSTRY.
WHEN I CAME INTO THE MARKET IN 20, UM, 2015, UM, THERE WERE COACHES EVERYWHERE, COACHES DOING EVERYTHING YOU COULD THINK OF.
AND I WAS COMING OUT OF CORPORATE AMERICA.
AND ONE OF THE THINGS I KNEW WAS THAT I'M PROBABLY NOT A COACH.
I AM NOT EXCITED ABOUT MOTIVATING SOMEONE TO DO SOMETHING THAT THEY SAID THEY WANTED TO DO.
I FEEL LIKE IF YOU JUMPED OUT HERE
[00:20:01]
AND YOU SAID YOU WANNA DO IT, YOU SHOULD ALREADY HAVE JUST SOME GENERAL INNATE MOTIVATION.AND I CAN'T FEED YOUR MOTIVATE, YOUR NEED FOR MOTIVATION.
WHAT I AM IS A BUSINESS DEVELOPER.
AND SO I HAD TO SPEND TIME COMING INTO THE MARKET WHEN PEOPLE SAW AN EASY WAY TO, TO IDENTIFY ME AS, OH, THIS IS A COACH.
OH, KYRIE, YOU HAVE A COACHING BUSINESS.
I WOULD IMMEDIATELY TELL THEM, NO, I'M NOT A COACH.
AND THEY WOULD SAY, WELL, WHAT DOES THAT MEAN? WELL, I'M A BUSINESS, I'M A BUSINESS DEVELOPER.
OH, YOU MEAN SALES? I DO MEAN SALES, BUT I ACTUALLY MEAN YOUR ENTIRE BUSINESS.
I'M FOCUSED ON PEOPLE PROCESS AND YOUR PROFITABILITY MODEL.
AND SO THEN PEOPLE STARTED TO LOOK AT ME DIFFERENT AND THEY STARTED TO HEAR MY LANGUAGE DIFFERENT.
SO I ENTERED THE MARKET DIFFERENTLY.
THERE WERE LOTS OF FOLKS IN THE MARKET DOING SIMILAR THINGS, BUT I NEEDED TO GET TO A PLACE WHERE PEOPLE UNDERSTOOD THAT WE WERE GONNA ROLL UP OUR SLEEVES, WE WERE GONNA CREATE A DISRUPTION.
OUR LANGUAGE WAS DIFFERENT, MY APPROACH WAS DIFFERENT, AND WE RECEIVED OR ACHIEVED RESULTS RAPIDLY.
AND SO OUR CUSTOMERS HAD A PRETTY QUICK TURNAROUND ON HOW THEY GOT THEIR RESULTS.
AND IT WAS BECAUSE MY CUSTOMERS WERE READY.
AND SO IN THE MARKET, THE WAY THAT I DETERMINED IF THERE WAS ROOM FOR ME IS I REALLY CHECKED TO SEE WHO WAS DOING WHAT I WAS DOING DYNAMICALLY IN THE WAY THAT I WAS.
SO NOT JUST A COACHING PROGRAM, NOT JUST AN ONLINE, THIS, NOT JUST AN ACTIVATION.
UM, I WASN'T TRYING TO TAKE ANYBODY TO, YOU KNOW, BECOME A SIX FIGURE ANYTHING.
I WILL, I WANTED BUSINESSES TO BE STRONG AND I WANTED BUSINESSES TO HAVE INFRASTRUCTURE THAT LASTS.
I WANTED YOUR PEOPLE TO BE IN THE RIGHT PLACE.
I WANTED THE LEADER TO UNDERSTAND HOW TO LEAD THEIR COMPANY AND NOT JUST SELL A PRODUCT OR PR OR PROVIDE A SERVICE.
UM, I WANTED THEM TO UNDERSTAND THE INFRASTRUCTURE.
IF YOU DON'T UNDERSTAND HOW YOUR BUSINESS IS BUILT AND HOW YOUR BUSINESS IS SUSTAINED, YOU'RE NOT GONNA SUSTAIN YOUR BUSINESS.
YOU CAN'T BUILD, YOU CAN'T SCALE IF YOU DON'T UNDERSTAND HOW PEOPLE WORK INSIDE OF IT, HOW YOUR PROCESSES WORK INSIDE OF IT, OR IF YOU DON'T EVEN HAVE THEM AND OR HOW YOUR PROFIT MODEL IS DESIGNED.
AND THAT IS HOW WE CONTINUOUSLY GENERATE REVENUE.
AND SO IF YOU DON'T HAVE THOSE PIECES, YOU'RE NOT GONNA MAKE IT.
AND SO I STARTED USING LANGUAGE THAT HELPED PE BUSINESS OWNERS SEE AND HEAR ME DIFFERENTLY.
AND SO WHETHER OR NOT THERE WAS ROOM IN THE MARKET WAS A QUESTION I KIND OF BULLDOZED THROUGH, TO BE HONEST AND WENT STRAIGHT FOR THE DISRUPTION.
THE DISRUPTION ALLOWED ME TO CREATE A PATH.
IT, IT ALLOWED ME TO CREATE AMBASSADORS THAT WERE REALLY INTRIGUED BY THE LANGUAGE THAT UNDERSTOOD IT.
AND THEY HELPED TO START TO MOVE THE NEEDLE FOR ME.
AND THEN, AND EVENTUALLY FOR MY TEAM TO BE ABLE TO EXPRESS THAT WE ARE BUSINESS DEVELOPERS.
WE ROLL UP OUR SLEEVES AND WE GET YOU THERE.
WE WANT YOU STRONG, WE WANT YOU HEALTHY, AND WE WANT YOU MAKING MONEY.
AND SO WHAT I NEEDED TO DO THEN IS UNDERSTAND WHO MY BUYER WAS.
NOW, IF I'M GONNA BULLDOZE PATHS, DETERMINING IF THERE'S ROOM FOR ME IN THE MARKET, YOU KNOW, I BETTER BE BOLD ENOUGH TO HAVE A DISRUPTION, A DISRUPTIVE PATH, UH, UH, IN A WAY OF MARKETING AND KNOW EXACTLY WHO I'M TALKING TO.
AND SO WHAT I REALIZED REALLY QUICKLY, AND I WILL NOT GO INTO MY WHOLE STARTUP STORY 'CAUSE I WILL TELL YOU GUYS MY STARTUP WAS, UM, PROBABLY RESEMBLED MANY OTHER STARTUPS.
IT WAS DEFINITELY STARTED UP AT THE, IN THE HOME, STARTED UP IN THE LIVING ROOM, UM, AND STARTED UP MY, STARTED MY BUSINESS, UM, YOU KNOW, NOT CHARGING ENOUGH, SPENDING TOO MUCH TIME WORKING ONE-ON-ONE WITH ALL OUR, ALL OF MY CUSTOMERS.
BUT WHAT I WAS DOING, UM, IS I WAS ONE WORKING WITH A COACH BEHIND THE SCENES.
AND NUMBER TWO, I WAS MOVING SWIFTLY THROUGH THE MISTAKES BECAUSE I HAD A COACH.
I WAS MOVING SWIFTLY THROUGH THE PROCESS OF DEVELOPMENT BECAUSE I WAS MOD CONSTANTLY MODIFYING AND REFINING MY BUSINESS AS A SERVICE PROFESSIONAL.
UM, I'M COMING OUT OF OPERATIONS, I WORKED IN OPERATIONS TO SOME OF THE LARGEST CORPORATIONS IN THE NATION.
AND BECAUSE OF THAT, I, I'VE BEEN IN OPERATIONS MIND, I'VE ALWAYS CONSIDERED IN EVERY ROLE THAT I'VE HAD PEOPLE, PROCESS AND PROFIT MODELS, I'VE ALWAYS BEEN CLOSE ENOUGH TO THE PRODUCT TO BE ABLE TO MAKE AN IMPACT.
AND SO WHEN I CAME INTO ENTREPRENEURSHIP, I BROUGHT THOSE SAME SKILLS.
AND AS MUCH AS I DIDN'T WANT TO BRING THAT SAME CORPORATE, YOU KNOW, APPROACH TO BUSINESS, IT WAS SO ESSENTIAL AND SO NECESSARY.
AND THAT ACTUALLY THAT WAS ACTUALLY THE SECRET SAUCE AND WHAT MY CUSTOMERS WERE LOOKING FOR BECAUSE THEY WERE SO, YOU KNOW, INSPIRED BY WHAT THEY COULD DO.
THEY WERE LIKE, I NEED STRUCTURE.
I CAN HEAR STRUCTURE IN YOUR LANGUAGE.
I CAN SEE HEAR STRUCTURE IN HOW YOU PRESENT.
I CAN HEAR STRUCTURE ALL THE WAY THROUGH YOUR BRAND.
AND SO THEY, THAT WAS SOMETHING YOU DIDN'T KNOW HOW TO ASK FOR, BUT YOU COULD HEAR IT, WHICH MEANT MY LANGUAGE WAS GOOD.
I WAS TALKING TO MY IDEAL CUSTOMER.
AND SO AS MY CUSTOMER BASE GREW, AS I GREW, I STARTED TO USE LANGUAGE LIKE, I'M LOOKING FOR A READY, YOU HAVE TO BE READY.
I WANT MY CLIENT CLIENTS TO BE READY.
AND THEY'D BE LIKE, WHAT DOES READY MEAN? A READY MINDSET? REMEMBER, I'M NOT A COACH, SO I NEED YOU READY, READY TO TAKE ACTION, READY TO INVEST IN YOUR BUSINESS AND GO DEEPER AND DEVELOP YOUR BUSINESS, UM, VERY SPECIFICALLY AROUND YOUR VISION.
AND THAT MEANT YOU WEREN'T KIND OF WAVERING WITH THE, I DON'T KNOWS.
AND I HOPE, I HOPE ONE DAY WE'LL DISCOVER WHAT I'M GONNA BE.
[00:25:01]
THOSE CLIENTS I EXHAUSTED VERY QUICKLY WITH THEM BECAUSE I WANTED TO WORK WITH CLIENTS THAT WERE ALREADY MAKING THE DEC HAD ALREADY MADE THE DECISION TO DO BUSINESS AND THAT WERE READY TO MAKE THE DECISION TO DO MORE, TO DO IT BETTER, AND TO, TO DO IT MORE EFFICIENTLY.ALRIGHT? AND IS IT THE RIGHT TIMING FOR MY BUSINESS? IT ABSOLUTELY WAS.
AND I'M SO GLAD I GOT IN WHAT I DID INTO THE SPACE OF BUSINESS DEVELOPMENT.
AND I WANT YOU TO BE THINKING ABOUT THAT BECAUSE I WAS READY AND POISED AND COME A PANDEMIC WHERE ALL OF THESE NEW BUSINESS OWNERS CAME INTO THE MARKET.
I WAS RIGHT THERE READY TO, TO SUPPORT THEM AND CREATE PROGRAMS AND REALLY PROVIDE AN ELEVATED EXPERIENCE FOR THE READY ENTREPRENEUR THAT WANTED TO GO A LITTLE FURTHER, A LITTLE FASTER, ALRIGHT, FURTHER IN, OOPS, I DIDN'T MEAN TO GO THAT WAY.
NOW LET'S DIG INTO THIS MESSAGE.
ARE YOU GUYS READY? I'M GONNA TAKE A DEEP BREATH AND LET YOU PROCESS THIS, BUT I'VE JUST SPENT THE LAST FEW MINUTES TELLING YOU WHO I AM AND HOW I DO BUSINESS AND WHO MY CUSTOMERS ARE.
AND SO HOPEFULLY IN SOME WAY YOU'VE IDENTIFIED WHERE YOU FIT ALONG MY SPECTRUM.
BUT, UH, BUT AS YOU'RE DOING THAT, I WANT YOU THINKING ABOUT WHAT YOUR CUSTOMER'S EXPERIENCE IS WITH YOUR BRAND AND WITH YOUR, WITH YOUR MA MARKETING LANGUAGE.
CAN THEY MAKE A DECISION BASED ON WHAT THEY ARE EXPERIENCING ON YOUR WEBSITE? CAN THEY MAKE A DECISION BASED ON WHAT THEY'RE EXPERIENCING ON YOUR SOCIAL MEDIA? CAN THEY MAKE A DECISION BASED ON YOUR DIGITAL MARKETING, UM, OR ANY OF YOUR PRINT ADS? CAN THEY MAKE A DECISION ABOUT YOU BASED ON WHAT YOU'RE SAYING RIGHT NOW? THOSE, THOSE ARE THE THINGS I WANT YOU THINKING ABOUT.
AND SO WHO AM I UH, DOING WI BUSINESS WITH AND HOW DO I TELL THEM? HOW DO I TELL THEM THAT I'M FOR THEM? WELL, THE GOAL HERE IS FOR YOU TO MAKE YOUR CUSTOMERS FALL IN LOVE WITH YOU, QUITE FRANKLY.
AND AGAIN, I'M WITH THE QUESTIONS AND I WANT YOU TO KNOW THAT THIS MARKETING WORKSHOP HAS REALLY BEEN DESIGNED AGAINST THE RUBRIC.
FOR THOSE OF YOU THAT ARE COMPETING, I TOOK THE RUBRIC AND I CUSTOMIZED MY SLIDES AND I HAVE FOR THE LAST SEVERAL YEARS.
AND SO THESE ARE QUESTIONS THAT IF YOU ANSWER THEM, WHEN YOU DELIVER IT IN YOUR MARKETING, UM, COMPONENT OF YOUR BUSINESS PLAN, YOU'RE GOING TO BE ABLE TO, UM, TO REALLY S SIGNIFICANTLY, UM, PROVIDE SIGNIFICANT ANSWERS AND GO DEEPER IN YOUR MARKETING STRATEGY.
YOU DO YOUR MARKETING STRATEGY RIGHT THE FIRST TIME, REGARDLESS OF WHERE YOU ARE, WHETHER YOU'RE COMPETING OR NOT, IF YOU DO IT RIGHT THE FIRST TIME, YOU WILL LIVE OFF OF THE WORK THAT YOU'VE DONE FOR YEARS TO COME.
SO SHORTCUTS, UM, DON'T GET YOU FAR, I'M TELLING YOU, IF YOU PUT THE WORK IN NOW, YOU'RE GOING TO APPRECIATE THE JOURNEY EVEN MORE SO BECAUSE YOU'RE GONNA BE CLEAR ABOUT YOUR MESSAGING, YOU'RE GONNA, YOU'RE NOT GOING TO HAVE THOSE SALES INSECURITIES AND YOU'RE GOING TO BE ABLE TO SIMPLY SELL YOUR BUSINESS IN THE VALUE PRETTY QUICKLY.
ALRIGHT, SO HERE'S WHAT I WANT YOU TO DO.
I WANT YOU TO ASK YOURSELF THESE QUESTIONS.
SO THE FIRST QUESTION I WANT YOU TO ASK YOURSELF IS, WHAT TELLS MY CUSTOMER I'M FOR THEM? THE NEXT IS, WHAT IS MY BUSINESS FOCUS? WHAT WILL ALIGN WITH MY BUSINESS PLAN AND STRATEGY AND GROWTH STRATEGY, RIGHT? WHAT IS MY CUSTOMER PROMISE AND COMMITMENT? WHAT FOCUS OR INITIATIVE IS AT THE CORE OF MY BUSINESS? AND WHAT IS THE PIPELINE FOR MY, UM, FOR MY CORE CONSUMER? THE REASON WHY YOU NEED TO ASK THESE QUESTIONS IS BECAUSE YOU NEED TO DEVELOP MESSAGING THAT FITS THIS.
AND SO HOW DO I TELL MY CUSTOMER THAT I'M FOR THEM, I'M GOING TO TELL THEM BASED ON THE VALUE THAT I'M GOING TO PROVIDE.
AND SO IF I TELL MY CUSTOMER, UH, IF MY CUSTOMER TELLS ME, LISTEN, I HAVEN'T PLANNED, YOU KNOW, MY BUSINESS OUT FOR THE NEXT COUPLE OF YEARS, I'M NOT REALLY SURE WHERE WE'RE HEADED.
WE MADE SOME MONEY THIS YEAR, BUT I DON'T KNOW IF I COULD SUSTAIN IT.
THE FIRST THING I'M GONNA TELL MY CUSTOMER IS, WELL, LET'S GET IN THE ROOM AND LET'S DO A STRATEGIC PLAN FOR THE NEXT THREE YEARS SO WE CAN PUT A PLAN TOGETHER THAT'LL INCREASE YOUR CONFIDENCE AROUND THE, THE STRATEGY YOU HAVE FOR YOUR BUSINESS.
THAT INCLUDES YOUR MARKETING STRATEGY, YOUR SALES STRATEGY, UM, YOUR, YOUR, UH, PRODUCT AND PROGRAM AND SERVICE DEVELOPMENT STRATEGY.
WHEN WE DO THAT, THAT ALSO HELPS US PUT A TIMELINE ALONGSIDE, UH, ALONGSIDE THOSE STRATEGIES TO SAY, WELL, HOW MANY PEOPLE DO YOU NEED TO GET IT DONE? WHAT PROCESSES DO YOU NEED IN PLACE TO GET THAT DONE? AND THEN WHAT IS THE PROFIT MODEL? ARE WE GOING GOING TO BE SPENDING A LOT OF MONEY TO GET THIS DONE? OR ARE WE GONNA BE ABLE TO MAINTAIN A HEALTHY, UM, PROFIT MODEL WITH MARGINS THAT HELP US TO CONTINUOUSLY GENERATE REVENUE? THAT'S HOW I WOULD ANSWER THAT QUESTION.
SO HOW I TELL MY CUSTOMER I'M FOR THEM IS I EXPLAIN THAT I UNDERSTAND THEIR PAIN POINTS.
THERE'S PROBABLY NOT A QUESTION, UM, OR A CONCERN THAT A BUSINESS OWNER COULD ASK US THAT WE DON'T HAVE A, IF NOT A DIRECT SOLUTION BASED ON OUR EXPERIENCE WITH OUR OTHER CUSTOMERS, UM, OR SIMPLY A STRATEGY THAT WE CAN APPLY SIMPLY BECAUSE WE'RE FOCUSED ON OUR CORE, WHICH IS PEOPLE, PROCESS AND PROFITABILITY.
I DON'T REALLY STRAY FROM THERE, BUT I CAN HIT THAT IN EVERY SINGLE AREA AND FACET OF THE BUSINESS AND IT DOESN'T MATTER THE INDUSTRY.
[00:30:01]
AND THEN WHAT OUR BUSINESS BUSINESS FOCUS IS, IS VERY CLEAR.SO THINK ABOUT IT FROM YOUR PERSPECTIVE.
IS YOUR CUSTOMER GOING TO BE ABLE TO REALLY, I GUESS, TELL YOU WHAT YOUR BUSINESS FOCUS IS? CAN YOUR CUSTOMER QUOTE BACK TO YOU WHAT YOUR CORE IS? WHAT'S AT YOUR CORE, AT THE CORE OF THE SERVICE, THE PRO THE OR THE, THE PRODUCT OR THE INNOVATION THAT YOU'RE BRINGING TO THE WORLD? IS IT CLEAR WHAT IT IS? CAN I REALLY BE AN ADVOCATE AND A SALESPERSON FOR YOU? WHEN YOUR CUSTOMERS START TO BRING YOU MORE CUSTOMERS AND START TO EXPERIENCE, YOU START TO EXPERIENCE THAT REFERRAL BUSINESS, THEN YOU KNOW, YOU STARTED TO CREATE AMBASSADORS.
AND I'M NOT TALKING ABOUT FAMILY AND FRIENDS THAT ARE SO CLOSE, THEY FEEL OBLIGATED.
I'M TALKING ABOUT PEOPLE THAT YOU DON'T KNOW, THAT YOU'VE EDUCATED AND SPENT TIME WITH IN THE MARKET TO HELP THEM BETTER UNDERSTAND THAT YOU'RE ENGAGING WITH THOSE FOLKS, ENGAGING ON YOUR POSTS, THOSE FOLKS ENGAGING IN YOUR EMAILS, ENGAGE BACK WITH THEM.
YOU'RE BUILDING YOUR COMMUNITY, THAT COMMUNITY THAT'S GONNA HELP YOU DO THIS MARKETING.
AND THEN WHAT WILL ALIGN WITH MY BUSINESS PLAN AND GROWTH STRATEGY? LISTEN, EVERY CLIENT IS NOT A GREAT CLIENT.
AND SO IN ORDER FOR YOU TO BE CERTAIN THAT YOU'RE, YOU'RE, YOU'RE REALLY BRINGING IN THE CLIENTS THAT ARE GONNA ADD CONTINUOUS VALUE TO YOUR BUSINESS.
YOU NEED TO KNOW WHAT YOU NEED.
I KNEW AT A POINT THAT I HAD GROWN OUT OF DOING, YOU KNOW, 100% BUSINESS TO BUSINESS SUPPORT, ONE-ON-ONE SOLUTIONS FOR MY CUSTOMERS.
WE NEEDED TO EVOLVE AND TO SOME GROUP PROGRAMMING THAT WE COULD WORK WITH MULTIPLE PEOPLE.
UM, WE NEEDED TO EVOLVE TO CORPORATE PROGRAMMING WHERE WE COULD HELP AND PROVIDE SERVICES TO CORPORATIONS WHICH WOULD PRODUCE GREATER AND LARGER, UM, LATE LARGER REVENUE STREAM, UM, A A GREATER AND LARGER RE REVENUE STREAM.
WE ALSO KNEW THAT WE NEEDED TO INCREASE OUR RATES FOR OUR VERY SPECIFIC AND, UM, UH, I I'LL SAY CUSTOMIZED PROGRAMS. AND SO WHEN WE INCREASED OUR RATES, OUR CLIENT COUNT WENT DOWN, BUT OUR REVENUE WENT UP WHEN WE STARTED TO WORK MORE SO WITH, WITH OUR, UM, CORPORATES, THEN WE WERE ABLE TO TELL THEM, OR EXCUSE ME, PROVIDE THEM SERVICES IN A WAY THAT HELPED TO REALLY ADD MORE VALUE TO OUR BOTTOM LINE.
IT CHANGED OUR REVENUE STREAM AND FLOW BASED ON HOW THEY PAY, TIMING, FREQUENCY, ET CETERA.
BUT IT INCREASED OUR ABILITY TO DO MORE BUSINESS A LOT FASTER.
AND SO THAT ALIGNED WITH MY BUSINESS STRATEGY.
SO MY MARKETING NEEDED TO SPEAK TO THE FACT THAT WE SERVE CORPORATIONS.
AND IN THIS WAY, MY MARKETING NEEDED TO SPEAK TO THE FACT THAT I'M SERVING THIS CALIBER OF BUSINESS OWNER IN THIS WAY.
AND SO INSTEAD OF YOU, YOU KNOW, MY, WHERE MY STARTER PRICE FOR SERVICES, UM, I, I THINK I WAS CHARGING PEOPLE $250 AN HOUR TO COME AND SIT WITH ME AND THEY WOULD, UM, ACTUALLY A MONTH AND THEY WOULD HAVE TWO SESSIONS.
SO I WOULD HAVE BI UH, BIWEEKLY SESSIONS FOR $250, UM, ALL TOGETHER.
AND THEN I WENT INTO A PROGRAM AND THE BASELINE FOR MY INITIAL PROGRAM WAS, UM, $6,500.
SO THE SAME PROGRAM THAT I SET ACROSS THE, THE TABLE FROM FOLKS PROVIDING SERVICES, I THEN MOVED IT TO A VIRTUAL PLATFORM.
AND THEN FROM THERE WE TOOK IT UP MULTIPLE PRICE POINTS.
BUT THE GOAL FROM, FOR US IN THIS INSTANCE IS TO PUT OUR CUSTOMER IN A POSITION WHERE THEY'RE GOING TO EXCEL.
IN ORDER TO DO THAT, THAT AND MAKE SURE THAT IT WAS FLOWING, I HAD TO TELL THEM WHERE I WAS TAKING THEM.
AND SO IF YOU EVER FOLLOW OUR SOCIAL MEDIA, WE REALLY DO A LOT OF EDUCATION AND WE SHOW OUR CUSTOMERS THE BACKSIDE OF OUR JOURNEY SO THEY UNDERSTAND WHERE WE'RE TAKING THEM SO WE KNOW WE'RE CONTINUOUSLY ADDING VALUE AND THEN THEY CAN DO IT AS WELL.
ALL RIGHT, I DON'T WANNA SPEND TOO, TOO MUCH MORE TIME ON THIS SLIDE, BUT I WANT YOU TO ANSWER THESE QUESTIONS AND UNDERSTAND WHERE YOUR CUSTOMERS ARE COMING FROM.
WHERE'S YOUR PIPELINE FOR YOUR BUSINESS? MEANING WHERE ARE THE CUSTOMERS BEING FUNNELED IN FROM? UNDERSTAND WHAT THAT IS BECAUSE YOU'VE GOTTA TALK TO THEM THERE.
SO WHEN I USE THE TERM READY, A READY BUSINESS OWNER, YOU'VE GOTTA BE READY.
WE, WE'VE GOT A PROGRAM COME AND GET READY.
UM, THAT WE'RE SAYING THAT BECAUSE, UM, WE KNOW WE HAVE A COMMUNITY THAT WE CULTIVATE AND THAT IS OUR PIPELINE AND IT'S CALLED THE SMART CEOS.
THE SMART CEO COMMUNITY LIVES ON FACEBOOK IN A PRIVATE GROUP.
IT ALSO LIVES OFF, UM, ONLINE IN A PRIVATE, ONLINE SUBSCRIPTION BASED, UM, ON A PLATFORM.
AND SO THE GOAL IS TO CULTIVATE OUR BUSINESS OWNERS.
SO IF THEY'RE, IF THEY'RE NOT READY, WE PROVIDE THEM WITH THE TOOLS TO GET READY SO THAT THEY CAN JUMP INTO PROGRAMMING AT OUR CURRENT PRICE POINT.
SO WE KIND OF GROW OUR CUSTOMERS.
AND THAT HAS TAKEN, YOU KNOW, REALLY THE LAST, UM, EIGHT YEARS TO DO THIS.
SO WE ARE GROWING OUR CUSTOMERS TO BE ABLE TO COME IN AND JUMP IN AND DO BUSINESS WITH US.
SO THE STRATEGY FOR US IS TO KEEP THEM READY, GET THEM READY, OR ACCELERATE THEM, UM, PAST, PAST THEIR GROWTH STAGE AT THEY'RE CURRENTLY AT HOPE THAT'S MAKING SENSE.
IF IT'S NOT, AND YOU HAVE QUESTIONS, GET YOUR QUESTIONS READY BECAUSE I'M GOING TO BE READY FOR YOU.
OKAY, SO LET'S TALK ABOUT HOW IMPORTANT RESEARCH IS, UM, IN THE PROCESS MAKING RESEARCH A PART OF YOUR BUSINESS PLAN DEVELOPMENT.
[00:35:01]
A BREATH HERE AND KIND OF LET YOU PROCESS ALL OF WHAT I'VE JUST SAID.AND I'M GONNA TELL ONE OF MY FAVORITE STORIES.
AND THIS IS SOME, THIS IS SOME UNDOCUMENTED, VERY BIASED, IMPARTIAL RESEARCH THAT I'VE DONE OVER THE COURSE OF SEVERAL YEARS.
BUT I'LL TELL YOU HOW IMPORTANT IT IS BECAUSE, UM, IN ORDER FOR YOU TO UNDER, TO UNDERSTAND YOUR CUSTOMER AND WHAT YOUR CUSTOMER REALLY WANTS, THERE ARE SOME THINGS THAT YOU NEED TO DO.
SO WE TALKED ABOUT WHAT YOU, WHAT THE, THE CUSTOMER'S INTERACTION IS WITH YOU ONLINE, WHAT THE CUSTOMER'S INTERACTION IS WITH YOU.
YOU KNOW, IN ANY PRINT SPACE THAT YOU HAVE FOR ADS OR YOUR SOCIAL MEDIA OR YOUR WEBSITE, WHAT HAPPENS WHEN THAT CUSTOMER COMES IN THE DOOR OF YOUR BUSINESS? IF YOU HAVE BRICK AND MORTAR, HOW EX WHAT IS THAT EXPERIENCE LIKE? YOU KNOW, WHAT IS IT FROM THE, THE OPENING OF THE DOOR, UM, TO GLIDING DOWN YOUR AISLES OR PERUSING YOUR SHELVES? WHAT DOES THAT FEEL LIKE TO THE CUSTOMER? I'M GONNA TELL YOU A STORY AS WE PREPARE TO THINK ABOUT RESEARCH AND WHAT YOUR CUSTOMER REALLY WANTS.
AND THIS IS, UM, A JOURNEY THAT I GO ON OFTEN
AND SO I'M GONNA TELL YOU WHY I LOVE TARGET SO MUCH.
UM, WHEN I, UM, MY KIDS WERE A LITTLE YOUNGER, I WOULD TAKE THEM GROCERY SHOPPING AND WE WOULD GO TO WALMART AND IT NEVER FELL THAT I WOULD GET THE WOBBLY CART WITH THE WHEEL.
HAVE YOU EVER HAD THE WHEEL THAT HOPS AND SKIPS? THAT'S THE BEST ONE.
BUT I WOULD BE PUSHING THE CART AND THE THE BASKET WOULD INEVITABLY VEER TO THE LEFT, RIGHT? I'M DODGING PEOPLE IN THE IAS, UM, OR I'VE GOT A KID PUSHING THE CART AND THEY CAN'T CONTROL IT 'CAUSE THE CART HAS SOME TYPE OF MALFUNCTION.
AND SO WHAT I REALIZED OVER TIME IS THAT EXPERIENCE WAS NOT AS ENJOYABLE FOR ME BECAUSE I'M FIGHTING A CART, I'M TRYING TO MANAGE MY CHILDREN, I'M ALSO TRYING TO GET GROCERIES INTO THE BASKET.
AND SO THROUGHOUT THAT JOURNEY, I REALIZED THAT I COULD MAKE A BETTER DECISION BECAUSE IN, IN ORDER FOR ME TO AVOID RUNNING UP ON THE HEELS OF SOMEONE ELSE, OR SOMEONE RUNNING ON MY RUNNING UP ON MY HEELS BECAUSE THEY CAN'T CONTROL THEIR BASKET WHILE I'M MOVING THROUGH THE AISLES, IT SHORTENS MY PATIENCE.
IT, UM, PULLS ME A LITTLE TIGHTER.
I'M LET THE EXPERIENCES NOT ENJOYABLE AND I ENJOYABLE.
I'M CUTTING THAT TRIP SHORT, I'M GETTING WHAT'S ON THE LIST OR LESS AND I'M OUT OF THERE.
AND THE REASON WHY IS BECAUSE THAT BASKET GAVE ME THE BLUES AND IT WAS CAUSING ME TO HAVE ALL THIS RESISTANCE AND ALL THESE OTHER AREAS.
ALL I WANTED TO DO WAS COME IN AND COLLECT MY GOODS AND PURCHASE THEM AND GO HOME.
BUT THEN THERE'S THE CONTRAST.
YOU KNOW, WHEN YOU WALK INTO TARGET AND THAT DOOR OPENS FOR YOU, YOU'RE WALKING ON FLOORS THAT YOU CAN ALMOST SEE YOUR, SEE YOUR FACE IN, AND YOU GRAB THAT CART, YOU BUY THAT HANDLE THAT HANDLES REALLY ROBUST.
YOU START PUSHING THAT, THAT, THAT UH, CART ON THOSE VERY SHINY FLOORS THAT HAVE BEEN POLISHED AND WAXED JUST WAITING FOR YOU TO GET THERE.
I DON'T CARE IF I HAD ALL THREE OF MY CHILDREN OR JUST ONE.
I DON'T CARE IF SOMEONE WAS IN THE BASKET OR NOT.
AND WE WERE JUST GLIDING DOWN THE AISLES OF TARGET.
AND WHAT I REALIZED IS I COULD SPEND HOURS IN TARGET, I WILL GO FOR THE ITEMS THAT I CAME FOR.
AND THEN BEFORE YOU KNOW IT, I'VE GOT A WHOLE NEW BED BEDROOM AND A WHOLE NEW BATHROOM SET GOING IN, IN THE HOUSE.
UM, I'VE BEEN SO, SO SILLY IN TARGET BEFORE THAT I'VE HAD ONE BASKET IN FRONT OF ME AND ONE BASKET BEHIND ME BECAUSE THE EXPERIENCE WAS SO ENJOYABLE.
NOT NECESSARILY THAT I NEEDED ALL THOSE THINGS, BUT I GLIDE DOWN THE AISLES BECAUSE TARGET'S, BASKETS DIDN'T TAKE ME ON A JOURNEY.
I DIDN'T HAVE RESISTANCE, I DIDN'T HAVE TENSION, I WASN'T FRUSTRATED, I WASN'T TRYING TO FIGURE IT OUT.
I'M GLIDING AND THEN WHILE I'M GLIDING, I'M PICKING UP THINGS AND SOMEHOW THEY JUST MAGICALLY CONNECT TO MY HANDS LIKE VELCRO AND THEY GET DROPPED IN MY BASKET.
AND IT BECAME SUCH A HABIT AND SUCH A THING IN MY HOUSEHOLD.
MY KIDS KNEW IF THEY GOT IN THE CAR WITH ME AND THEY WERE LIKE, HEY, ARE WE GOING TO TARGET? THEY'D BE LIKE, OH MY GOD, MOM, HOW LONG ARE WE GONNA BE HERE NOW IT DEPENDS.
SOMETIMES IT WORKED TO THEIR FAVOR.
I NEVER MADE A COMMITMENT ON TIME BECAUSE I JUST LOVE BEING AT TARGET.
AND EVEN NOW, YOU KNOW, YOU FAST FORWARD 10 YEARS LATER, MY KIDS ARE PRETTY MUCH ALL GROWN.
I HAVE ONE 14 LEFT IN THE HOUSE.
AND UM, MY KIDS, EVEN MY 26-YEAR-OLD, IF WE GO TO TARGET TOGETHER, UM, HE'S GONE OFF ON A SHOPPING SPREE IN TARGET AND COMING BACK TO ME WITH ALL THE THINGS.
AND IT'S ALMOST LIKE THEY KNOW I HAVE A TARGET BUTTON AND IF THEY PUT IT IN THE BASKET, I'M JUST GONNA BUY IT.
YOU KNOW WHY? BECAUSE THE EXPERIENCE WAS SO GOOD, SO MUCH SO THAT THEY'VE HAD THE SAME ENJOYABLE EXPERIENCE AS MUCH AS THEY DIDN'T WANNA COME WHEN THEY WERE YOUNGER, THEY NOW LOVE IT.
WHEN WE GO TO TARGET, LIKE GOING TO TARGET, IT'S ON.
AND SO MY KIDS KNOW JUST BECAUSE I CAN GLIDE IN THOSE MASKS.
'CAUSE I DON'T MIND BY THE TIME WE GET TO THE FRONT, I JUST HAVE EVERYTHING WE NEED.
AND I'M SO EXCITED BECAUSE GUESS WHAT? I HAD A ENJOYABLE TIME SHOPPING.
WHAT IS THAT EXPERIENCE LIKE FOR YOU AND YOUR CUSTOMER? IS YOUR CUSTOMER GOING TO BE ABLE TO JUST HAVE THAT KIND OF JOY AND SPEND MONEY WITH YOU BECAUSE IT FEELS GOOD? THOSE ARE SOME THINGS I WANT YOU TO THINK ABOUT.
NOW, THAT'S MY SHOPPING STORY.
[00:40:01]
ON RECORD.UM, FOR YEARS AND YEARS AND YEARS, IT HAS NOT CHANGED.
I STILL HAVE THE SAME SHOPPING HABITS, BUT I WILL SAY THIS WALMART IS AS IS AN EMERGENCY OR IT'S JUST THE LAST MAN STANDING AT 11 O'CLOCK AND I NEED GLUE, UM, AND TARGET.
I GOT MY TARGET OUTFIT ON AND I'M ON MY WAY.
IT'S AN EXPERIENCE I WANT TO HAVE.
I WANNA WANT TO WALK THE AISLES.
AND SO I WANT YOU TO THINK ABOUT THAT AS WE GO THROUGH THIS RESEARCH SPACE, RIGHT? AS FUNNY AND SILLY AS THAT IS, IT'S A REAL THING.
THE NEXT TIME YOU GO TO WALMART AND THE NEXT TIME YOU GO TO TARGET, AND I'M NOT A PRO, I'M NOT, I'M DEFINITELY NOT BASHING WALMART.
'CAUSE THEY HAVE WHAT WE NEED AND THEIR PRICE POINTS AREN'T THAT DIFFERENT.
THE EXPERIENCE IS WHAT'S DIFFERENT.
SO LET'S THINK ABOUT RESEARCH.
HOW CRITICAL IS RESEARCH? WELL, IT'S SO CRITICAL, YOU NEED RESEARCH IN ALL OF THESE AREAS OF YOUR BUSINESS.
SO DON'T GET OVERWHELMED, BUT LET ME TALK ABOUT IT.
IN ORDER FOR YOU TO REALLY, REALLY BE ABLE TO ENTER THAT MARKET AND BE THOUGHTFUL ABOUT IT, I WANT YOU TO THINK, UM, AN ANALYSIS IS YOU REALLY JUST TAKING IN ACCOUNT OF THE DATA OR THE INFORMATION THAT'S PROVIDED TO YOU BASED ON A, ON A, ON A CERTAIN TOPIC.
SO HOW CAN YOU REALLY FIGURE THIS OUT? SO SURVEYS ARE WAYS THAT YOU CAN FIGURE THIS OUT.
YOU CAN DO SOME, UM, YOU CAN PULL SOME DATA.
I'M GONNA GIVE YOU SOME RESEARCH WEBSITES, BUT I WANT YOU TO THINK, WHAT DOES IT TAKE? WHAT IS IT GONNA TAKE FOR YOU TO REALLY FIGURE OUT BASED ON THE SERVICES YOU'RE PROVIDING, UM, AND BASED ON THE NEEDS YOU HAVE IN YOUR BUSINESS, UM, WHAT YOU REALLY NEED TO KNOW BEFORE YOUR CONSUMER OR TO ENCOURAGE AND TO ENSURE THAT YOUR CONSUMER CONNECTS WITH YOUR MARKETING, RIGHT? DO YOU NEED TO DO A BRAND ANALYSIS, UM, A BRAND ANALYSIS OF YOUR BRAND? DO YOU NEED TO FIGURE OUT WHETHER OR NOT YOUR COLORS ARE WARM AND CATCHY OR THEY PUSH YOU AWAY? YOU KNOW, THERE'S A, THE COLOR PSYCHOLOGY IS OUT THERE.
I'M NOT GONNA GO INTO IT TODAY, BUT I WANT YOU TO KNOW WE THOUGHT ABOUT THAT FULLY IN ALL OF OUR COLORS AND BRAND AND BRAND, UM, OUR BRAND COLORS AND OUR BRAND PALETTE, BECAUSE WE WANT CUSTOMERS TO FEEL CONNECTED.
WE WANT YOU TO FEEL SAFE AND WE WANT YOU TO KNOW THAT WE KNOW WHAT WE'RE TALKING ABOUT WHEN WE'RE PROVIDING SERVICES.
BUT I WANT YOU TO THINK ABOUT THAT FOR YOUR COMPANY.
HOW ARE YOU MEASURING UP OUR PEOPLE CONNECTING? ARE THEY DRAWING TOWARD YOU OR ARE THEY RESISTING YOU? WHAT DOES IT LOOK LIKE? WHEN WE THINK ABOUT THE RISKS IN OUR, IN OUR, IN OUR INDUSTRY, HAVE YOU ASSESSED THE RISKS ENOUGH TO KNOW WHETHER OR NOT CERTAIN MARKETING STRATEGIES ARE REALLY FOR YOU? THAT'S SOMETHING YOU NEED TO BE THINKING ABOUT TOO.
IS THIS MARKETING STRATEGY REALLY FOR ME? UM, OR DOES, DOES MY INDUSTRY HAVE A LOT OF, UM, A LOT OF, UM, COMPLIANCE REQUIREMENTS? AND AM I GONNA BE OUTSIDE OF COMPLIANCE IF I POST HERE? OR DO I HAVE THE SAME LIBERTIES, YOU KNOW, IN FINANCIAL, IN A FINANCIAL INDUSTRY, THEN SOMEONE WOULD IN A HEALTH AND BEAUTY OR HEALTH AND WELLNESS? UM, THINK ABOUT IT.
AND, AND YOU REALLY NEED TO MAKE A DETERMINATION, DISTRIBUTION ANALYSIS THAT HAS EVERYTHING TO DO WITH HOW YOUR, HOW YOUR PROCESS FLOWS FOR YOUR PRODUCTS.
YOU'RE IN AND OUT, YOU'RE RESHIPPING, YOU'RE RECEIVING, UM, YOUR ORDER, YOUR CAPACITY, YOUR INVENTORY MANAGEMENT, YOUR SHELF LIFE, ALL OF THE THINGS THAT YOU NEED TO DETERMINE BEFORE YOU COMMIT TO A PRODUCT, A DISTRIBUTOR, A MANUFACTURER, A CHEMIST.
YOU KNOW, WHAT IS THAT ANALYSIS? WHAT DOES THAT NEED TO NEED TO BE? UM, MY SISTER JUST RECENTLY LAUNCHED A HAIRCARE LINE AND SHE HAD TO GO THROUGH ALL OF THAT, AND SHE HAS SUCCESSFULLY MADE IT TO THE, THE, UM, E-COMMERCE SHELVES OF WALMART AND, UM, WALMART AND AMAZON, AND THEN OF COURSE, HER OWN RETAIL DISTRIBUTION FLOW.
BUT SHE HAD TOTER DETERMINE WHEN SHE SELECTED HER, HER, UM, HER MANUFACTURER, IF THEY WERE GONNA BE ABLE TO MEET THE DEADLINES AND MEET THE OBJECTIVES AND THE SERVICE LEVELS THAT WERE REQUIRED FOR THOSE MAJOR DISTRIBUTORS.
SO I WANT YOU THINKING ABOUT THAT, RIGHT? IF SOMEONE CAN'T MEET YOUR GOALS OR MEET YOUR OBJECTIVES, YOU PROBABLY NEED TO FIND ANOTHER VENDOR TO PROVIDE THE SERVICE SO YOU CAN FIGURE OUT, AND THAT GOES INTO YOUR DEMAND.
WHAT WILL THE DEMAND BE? WILL MY PRODUCTS GO BAD ON THE SHELF? DO I HAVE A PLAN FOR DISTRIBUTION? DO I HAVE A PLAN FOR, UM, FOR RECOVERY IN THE EVENT THAT WE HAVE LOST OF INVENTORY? ALL OF THOSE THINGS ARE IMPORTANT BECAUSE IF I'M OUT HERE MARKETING, I'VE GOT THE BEST PRODUCT IN THE WORLD AND MY CLIENTS CLICK, YOU KNOW, CLICK AND THEY BELIEVE IT, THEY GONNA, THEY'RE GONNA WANT THAT PRODUCT AT THE END OF THE DAY.
AND IF THEY'RE LIKE ME, I TOLD YOU GUYS, I LIKE TO SHOP.
WHEN I BOUGHT MY SISTER'S PRODUCTS, I KIND OF WAITED ABOUT, PROBABLY ABOUT SIX MONTHS WHILE SHE WAS IN THE MARKET.
JUST WANTED HER TO GET ALL THE BUGS OUT AND MAKE SURE I COULD MAKE AN IMPACT TO HER BOTTOM LINE.
UM, I PLACED A HUGE ORDER AND I PLACED A HUGE ORDER.
THERE WAS ONLY ONE ITEM THAT WAS, UM, OUT OF STOCK, AND SHE SENT ME A LITTLE POSTCARD IN MY BOX AND IT SAID, IT'S OUTTA STOCK.
AND SO INSTEAD OF HER LOSING THE MONEY ON A REFUND, SHE ACTUALLY WAS ABLE TO GIVE ME A PROMISE FOR A FUTURE DELIVERY DATE.
AND SO I WANT YOU TO THINK ABOUT WHAT THAT LOOKS LIKE.
AND SO AS SHE, I'M SURE SHE LOOKED AT THAT TOO WHEN SHE REALIZED, OH NO, WELL, I CAN'T MAKE THIS, UM, I CAN'T MAKE THIS WORK.
WHAT DO I NEED TO DO? UM, AND SO FOR HOPEFULLY FOR HER THAT TRIGGERED TO DETERMINE WHETHER OR NOT HER MANUFACTURER, UM, WAS OR WAS
[00:45:01]
NOT MEETING HER DEADLINES OR DID SHE NOT HAVE ENOUGH PRODUCT ON THE SHELF OR DID SHE JUST HAVE A BIG ORDER AND I CAME IN ON THE BACK END OF IT.AND SO THOSE ARE ALL THINGS YOU WANNA THINK ABOUT WHEN YOU'RE DISTRIBUTING PRODUCTS.
WHAT'S THE RISK? WHAT'S THE COMPETITOR ANALYSIS? ALL OF THESE THINGS ARE IMPORTANT.
WE'RE GONNA GET READY TO GO INTO, UM, BREAKOUT ROOMS IN JUST A MOMENT.
BUT I WANT YOU TO TAKE, UM, TAKE HE AND YOU WILL GET THESE SLIDES.
BUT THESE ARE ALL RESEARCH, UM, SITES THAT YOU CAN USE TO GET SOME INSIGHT ON YOUR BUSINESS.
THERE ARE PLENTY OF THEM, PLENTY OTHERS OUT THERE, BUT I'M GONNA SHARE THESE WITH YOU SPECIFICALLY.
AND SO WHAT I WANT YOU TO DO IS THINK ABOUT WHAT WERE THE MANY WAYS, UM, AND HOW, IN THE MANY WAYS I SHOULD SAY, YOU CAN GAIN ACCESS TO REALLY GREAT INFORMATION, UM, ESPECIALLY IF YOU DON'T HAVE A LOT OF CLIENT OR MORE IMPACT DATA BASED ON YOUR SERVICES OR BASED ON THE INNOVATION AND WHAT YOU'RE BRINGING TO THE WORLD.
UM, AND SO THE NA, THE NATIONAL LABOR STATS AND INDUSTRY DETAILS ARE GONNA BE FOUND AT, UM, BLS.GOV.
UM, NATIONAL, NATIONAL GENERAL DATA IS GONNA BE FOUND AT PEW RESEARCH AND GENERAL.
YOU CAN, YOU LITERALLY, NOW, PEW RESEARCH IS LIKE IF YOU'RE A A DATA BUFF, YOU'VE PROBABLY ALREADY BEEN OUT HERE, BUT IT'S LIKE ANY CONFIGURATION OF INFORMATION THAT YOU WANT TO CREATE IN TERMS OF DATA SETS, SETS OF DATA, YOU CAN, YOU CAN DO THAT AT PEW RESEARCH.
UM, THE LABOR STATS ARE GONNA GIVE YOU REALLY GOOD STRONG INDUSTRY DETAILS.
YOU'LL LOOK, BE ABLE TO LOOK BACK 90 DAYS, LOOK BACK A WE'LL PROBABLY LOOK BACK A COUPLE OF YEARS, AND I WANT YOU TO THINK ABOUT WHAT IT LOOKS LIKE.
BUT REMEMBER, THE CLIMATE AND THE SALES AND HUMAN BEHAVIOR HAS CHANGED SINCE 2020 TO CURRENT.
SO ANYTHING BEYOND 2020, I WANT YOU TO THINK ABOUT THAT DATA AND THINK ABOUT WHAT THE TRUE IMPACTS ARE OF CHANGE TO THE DATA THAT'S BEYOND 22, THAT'S, UH, OLDER THAN 2020 AS WELL.
NOT THAT IT'S IRRELEVANT, I JUST WANT YOU TO THINK ABOUT HOW YOU'RE USING IT.
YOU CAN ALSO GET ANY KINDS OF COMPARABLE DATA.
YOU CAN SET, UM, SET YOUR PARAMETERS, PUT IN YOUR SEARCH CRITERIA ON GOOGLE TRENDS OR TRENDS.GOOGLE.COM.
AND THEN HUFFINGTON POST IS JUST GREAT BECAUSE IT GIVES YOU INSIGHTS ACROSS ALL KINDS OF INDUSTRIES.
AND SO, BECAUSE IT JUST PULLS IN SO MUCH INFORMATION, SO MANY ARTICLES, YOU CAN REALLY FIND INFORMATION ON ANY TOPIC IN ANY SMALL BUSINESS AREA.
AND THEN WORK ZONE IS SIMPLY, UM, A BLOG, UM, AND PODCAST SITE FOR MARKETING.
IT'LL GIVE YOU ALL KINDS OF INSIGHT.
IT'S JUST A SPOT YOU CAN GO TO FIND YOUR FAVORITE MARKETING PODCAST AND FIND YOURSELF LEARNING AND GROWING AND HEARING OTHER PERSPECTIVES FROM DIFFERENT REGIONS, NOT JUST TEXAS, NOT JUST SOUTHWEST.
BUT THINK ABOUT WHAT'S HAPPENING ALL OVER THE WORLD IF YOUR PRODUCT IS GONNA BE MOVING.
YOU NEED TO UNDERSTAND HOW PEOPLE THINK AND WHAT THEIR EXPECTATIONS ARE IN OTHER MARKETS AS WELL.
SO WE ARE GETTING READY TO GO INTO BREAKOUTS AND WE'RE GONNA GO INTO BREAKOUTS FOR ABOUT A GOOD SEVEN TO 10 MINUTES.
AND SO WHAT I WANT YOU TO DO AS I TAKE A BREATH, WHAT I WANT YOU TO DO IS THINK ABOUT THE BEST WAY FOR YOU TO ENTER, UM, OR TO COMMUNICATE AND CONNECT WITH YOUR, WITH YOUR CUSTOMER.
AND I WANT YOU TO THINK ABOUT WHAT YOU'RE ALREADY DOING.
AND SO I'M GOING TO, UM, HIGHLIGHT THIS SLIDE HERE FIRST, RIGHT? ATTEND EVENTS, STAY CONNECTED, BUILD AN EMAIL LIST AND JOIN ASSOCIATIONS AS WE'RE GETTING THE, THE ROOMS, UM, PREPARED.
THIS, THESE ARE THE, THESE ARE THE CORE, YOU KNOW, METHODS FOR, FOR ESTABLISHING AND IMPLANTING YOUR MARKETING STRATEGY IN THE WORLD.
SHOW UP AND NOT ONLY SHOW UP, BUT SHOW UP READY.
SO WHEN YOU SHOW UP, CONNECT AND CONNECT DEEPLY WITH YOUR MARKET.
AND ONCE YOU CONNECT AND YOU MAKE A NEW FRIEND IN THE INDUSTRY OR IN THE, AT A, YOU KNOW, AT A NETWORKING NEW EVENT OR AN INDUSTRY EVENT, STAY CONNECTED TO THEM.
FIND YOURSELF IN A POSITION WHERE YOU'RE STAYING CONNECTED TO THE PEOPLE THAT YOU'VE MET, AS LONG AS THEY'RE YOU, YOU MAY NOT KNOW YET, BUT BE, BE CURIOUS AND GO THROUGH THE DISCOVERY PROCESS OF CONNECTING.
MAKE TIME FOR A 15 MINUTE INTRODUCTORY CALL POST EVENT AND SAY, I WANNA SIT DOWN AND HAVE A CONVERSATION WITH YOU SO I CAN GET A LITTLE BIT MORE CLEAR ABOUT WHAT YOU DO.
THAT FIRST INTERACTION, WHETHER YOU KNOW YOU'RE AT AN EVENT OR YOU MEET THEM ONLINE, THAT'S GREAT, BUT WHAT IS IT GONNA LOOK LIKE WHEN YOU ACTUALLY TAKE THE TIME TO SPEND TIME WITH THEM? YOU'RE GOING TO LEARN SO MUCH AND YOU'RE GOING TO FIND OUT EXACTLY WHAT ELSE YOU ALL CAN DO TO MAKE YOUR LIVES MORE INCREDIBLE BY BUILDING YOUR ECOSYSTEM.
THIS IS HOW YOUR ECOSYSTEM IS BUILT.
BUILD AN EMAIL LIST AND STAY CONNECTED TO THEM.
GIVE THEM INFORMATION OFTEN AND THEN JOIN ASSOCIATIONS AND AFFILIATE AND, AND, UM, AND AGENCIES THAT SUPPORT YOUR INDUSTRY.
I AM VERY INVESTED IN THE AGENCIES THAT SUPPORT MY CERTIFICATIONS THAT I HAVE.
I'M VERY INVESTED IN, UM, ORGANIZATIONS THAT SUPPORT THE COMMUNITIES THAT I SERVE.
IF YOU SERVE SMALL BUSINESSES IN ANY WAY, SHAPE OR FORM, I AM YOUR FRIEND.
AND THE REASON WHY IS BECAUSE, ONE, YOU HAVE MY CUSTOMER, AND NUMBER TWO, I NEED YOU BECAUSE I'M ALWAYS LEARNING.
[00:50:01]
MUTUAL GAIN FROM US CONNECTING AND CONNECTING DEEPLY.OKAY, SO WE'RE GETTING READY TO GET INTO REALLY THE PROFITABILITY STRATEGY.
AND IN JUST A MOMENT, I'M GONNA SEND YOU INTO YOUR GROUPS, BUT I WANT YOU TO THINK ABOUT THIS.
I WANT YOU TO THINK ABOUT YOUR ENTIRE CUSTOMER.
I WANT YOU TO THINK ABOUT THEIR EXPERIENCE.
I WANT YOU TO THINK ABOUT, UM, WAYS THAT YOU CAN FIND YOURSELF SECRET SHOPPING WITHIN THE INDUSTRY.
AND LOCATION IS, IT DOES DEFINITELY, UM, DEMONSTRATE YOUR PERCEIVED VALUE.
MEANING WHERE YOU PARK YOUR BUSINESS TELLS THE PERSON WHETHER OR NOT THEY CAN'T AFFORD YOU OR NOT.
AND IT TELLS, TELLS THEM ALSO IF THEY EVEN WANT TO DO BUSINESS WITH YOU.
AND AS I SHARED EARLIER, THE SALE IS, IS EMOTIONAL.
I'LL COME BACK TO THIS SLIDE WHEN WE COME OUT OF THE THE BREAKOUT ROOMS, BUT I WANNA GIVE YOU TIME TO DIG IN.
AND THEN THE LAST BULLET IS I WANT, UM, WHAT IS YOUR PLAN FOR ESTABLISHING EQUITY WITH YOUR CUSTOMER? AND WE'LL GO INTO THAT JUST A LITTLE BIT WHEN YOU COME OUT OF YOUR BREAKOUT ROOMS BEFORE WE GET INTO Q AND A.
AND SO WHAT YOU'RE GONNA TAKE INTO THE Q AND A IS THIS, I'LL COME BACK TO THOSE SLIDES, DON'T WORRY.
UM, I WANT YOU TO, TO, TO TAKE A LOOK AT THE FOLLOWING SLIDE AND FIGURE OUT WHAT MEDIA TYPE IS RIGHT FOR YOU AND WHAT YOU'RE CURRENTLY DOING.
AND SO WHEN YOU THINK ABOUT HOW YOU'RE PROMOTING AND BUILDING YOUR PIPELINE, WHAT ARE YOU USING? ARE YOU USING EMAIL? ARE YOU BLOGGING? ARE YOU BLOGGING? ARE YOU USING SOCIAL MEDIA? IF SO, WHICH ONES? HOW IS IT WORKING FOR YOU? WHAT'S YOUR DI DIGITAL MEDIA STRATEGY? DO YOU HAVE VIDEO OUT THERE FOR US TO SEE? WHAT'S YOUR PRINT AND ADVERTISEMENT STRATEGY? ARE WE ABLE TO FLIP THROUGH A MAGAZINE OR A PUBLICATION OR INDUSTRY PUBLICATION AND SEE YOU THERE AND CONNECT AND ARE YOU ATTENDING EVENTS? AND SO WE'RE GONNA GO INTO OUR BREAKOUT ROOMS FOR ABOUT, ABOUT SEVEN MINUTES, AND I WANT YOU TO THINK ABOUT WHAT YOU'RE USING TODAY AND HOW IT'S WORKING FOR YOU AND AMONGST YOU AND YOUR PEERS.
I MEAN, COME OFF MUTE ONCE YOU GET IN YOUR BREAKOUT ROOMS. AND TAKE A MOMENT AND SHARE AND SHARE THAT OUT.
WE'LL COME BACK AND HEAR FROM YOU.
UM, AT THE END OF THE, UM, SESSIONS, I MAY POP INTO A COUPLE AS WELL.
SO KENNETH, IF WE ARE READY? YES, MA, WE'RE ALL SET.
LET'S TAKE 'EM INTO BREAKOUT ROOMS, PLEASE.
I DIDN'T KNOW WE WERE GONNA BE ON CAMERA, SO I'M JUST KIND OF LIKE CHILLING.
WELL, I GUESS WE CAN ALL BE ON CAMERA TOGETHER.
SO WE'RE SUPPOSED TO BE TALKING ABOUT OUR, OUR STRATEGY.
UH, WHO WANTS TO GO FIRST? UM, OKAY.
WHEN WE'RE SUPPOSED TO BE TALKING ABOUT OUR STRATEGY, WHAT EXACTLY, LIKE WHAT PART? UM, I INTERPRETED IT, IT AS LIKE, WHAT IS YOUR MARKETING STRATEGY OR WHAT IS GOING? SO FOR ME, I'M A BRAND NEW STARTUP.
UM, AND SO FOR MY BUSINESS, INSTAGRAM IS THE PERFECT PLATFORM TO DELIVER THE CONTENT THAT WE HAVE.
HOWEVER, I DON'T KNOW IF THAT'S GONNA BE THE BEST WAY TO BRING, UM, TO BRING IN CLIENTS.
SOMETIMES IT'S KIND OF A STRUGGLE.
AND SO I THINK A COMBINATION OF AN EMAIL LIST FOR ME AND INSTAGRAM WOULD WORK FOR MY BUSINESS.
SO I THINK THAT'S WHAT THEY'RE TALKING ABOUT, BUT THAT'S JUST MY INTERPRETATION.
SO FOR ME, I AM A MARKETING, I HAVE A SOCIAL MEDIA MARKETING COMPANY, AND SO MY PRICE POINT IS A LITTLE HIGHER.
SO I FOCUS ON LOCAL BUSINESSES THAT ARE COMPETING WITH LARGE CHAINS, UM, BECAUSE OUR FOCUS IS SHORT FORM CONTENT AND THEN USING SOCIAL MEDIA, SEO TO DRIVE TRAFFIC TO GOOGLE MY BUSINESS PROFILE.
SO I'M FOCUSING ON LOCAL BUSINESSES THAT NEED MORE TRAFFIC TO COMPETE WITH, UM, YOU KNOW, LARGER CHANGE.
AND SO WHAT I DID, WHAT I DO IS I USE INSTAGRAM
[00:55:01]
FOR MORE SO JUST LIKE A RESUME, BUT I GO TO A LOT OF NETWORKING EVENTS.I GET BUSINESS CARDS AND I EMAIL ANYBODY I MEET, I EMAIL THEM OUR PORTFOLIO AND SAY, HEY, CHECK OUT OUR PORTFOLIO.
LET ME KNOW IF YOU KNOW ANYBODY THAT WOULD BE INTERESTED IN OUR SERVICES.
AND THEN THEY'RE ABLE TO SEE LIKE ALL THE TYPE OF CONTENT THAT WE MAKE.
UM, AND THEN ALSO I WENT TO THE LOCAL LIBRARY AND I, UM, I DID A DATA AXLE.
WELL, I USED THE DATA, THE DATA ACCESS, OR IS IT DATA AXLE? I DON'T KNOW.
BUT I'M ABLE TO PUT IN DIFFERENT PARAMETERS FOR, UM, A LEAD LIST.
AND SO THEN I HAVE A SALES AGENT THAT CALLS EVERYBODY ON A LEAD LIST TO GET ME, UM, BASICALLY LIKE DISCOVERY CALLS, LIKE PITCH CALLS.
SO I'M ALSO, I USE SOCIAL MEDIA BECAUSE I'M A SOCIAL MEDIA AGENCY, BUT I REALLY, REALLY, REALLY USE, UM, JUST LIKE A LEAD LIST THAT I MAKE UP.
UM, FOR ME, UH, MY COMPANY'S CALLED TECH 23.
WE'RE A MEDIA AND ENTERTAINMENT COMPANY.
WE'RE TRYING TO GET MORE HISPANIC LATINO PEOPLE INTO TECH CAREERS.
SO, UM, WE ARE A TWO PERSON TEAM, SO WE'RE LIMITED IN WHAT WE, WHAT WE CAN DO.
IDEALLY WE WOULD BE ON ALL MEDIA PLATFORMS, UM, BUT AT THE MOMENT IN OUR FIRST PHASE OF OUR BUSINESS, UM, WE'RE HEAVY ON, UH, VIDEO PODCASTS.
SO I INTERVIEW, UH, LATINO PEOPLE THAT ARE WORKING CURRENTLY IN TECH, UM, FIND OUT THE COOL STUFF THAT THEY DO.
AND, UH, WE MAKE A REALLY FUN AND ENGAGING INTERACTIVE PODCAST.
SO YOUTUBE, SPOTIFY, AND ANYWHERE ELSE YOU CAN FIND A PODCAST AT.
UH, AND THEN SOCIAL MEDIA CHANNELS, UH, AS WELL, BUT IDEALLY WOULD LIKE TO BE DOING MORE.
AND, YOU KNOW, AS AI TOOLS CONTINUE TO DEVELOP, UM, YOU KNOW, WE'RE LOOKING TO TAKE ADVANTAGE OF, TO HAVE THOSE WORK FOR US IN THAT WAY.
I JUST DROPPED MY INSTAGRAM IF ANYBODY WANTS TO CONNECT.
WHAT ABOUT YOU ZOE? YOU'RE THE ONLY OTHER PERSON AT THE CAMERA
UH, SO MY COMPANY IS CALLED EXO BRACE AND WE'RE COMPETING IN THE INNOVATION SECTOR, UM, FOR THE COMPETITION, BUT ESSENTIALLY WE MAKE ERGONOMIC WEARABLE DEVICES FOR THE WORKPLACE.
SO THAT'S KIND OF JUST A, A LONG FANCY NAME FOR BRACES AND EXOSKELETONS THAT HELP PEOPLE DO THEIR JOB.
AND SO OUR, UM, MODEL IS MAINLY B2B AND WE'RE WORKING WITH COMPANIES, UH, SO WE ARE GOING TO DIFFERENT TRADE SHOWS TO CONNECT WITH COMPANIES THAT OWN THEIR LOGISTICS.
AND WE'RE ACTUALLY GOING TO A TRADE SHOW, THE DETROIT AUTO TRADE SHOW IN SEPTEMBER.
AND WE'RE FEATURING OUR STARTUP THERE FOR ONE OF THE LOGISTICS PITCHES.
SO WE'RE VERY EXCITED ABOUT THAT.
BUT WE USE A LOT OF LINKEDIN AND INSTAGRAM, UM, AS WELL TO PROMOTE OUR, UH, DIFFERENT PRODUCTS THAT WE'RE CREATING AND, UM, OTHER THINGS LIKE THAT.
I TOTALLY QUICKLY STALKED YOU ON LINKEDIN.
I'M LOOKING AT YOUR COMPANY PAGE.
YEAH, I'M SUPER LUCKY THAT MY CO-FOUNDER IS REALLY SAVVY WITH SOCIAL MEDIA.
I STUDIED SOCIAL MEDIA A LITTLE BIT FOR MY DEGREE, BUT I ALWAYS GET SO BURNT OUT POSTING.
HI EVERYBODY, I'M BRITTANY AND, UM, JOSE, I KNOW YOU FROM WEST INSTITUTE.
I WAS LIKE, OH, LOOK AT HIS FACE.
UM, I'M IN THE VERY BEGINNING IDEA STAGES OF MY BUSINESS, SO I WOULDN'T SAY I HAD A STRATEGY YET.
UM, BUT MY PLAN IS TO FOCUS ON BLOGGING AND BLOGS TO PROVIDE INFORMATION, UM, TO NEW AND EXPECTING MOMS. AND THEN I WOULD SAY SOCIAL MEDIA, INSTAGRAM, PINTEREST, AGAIN, JUST KIND OF GIVING THOSE GENERAL, UH, TIPS AND TRICKS TO DRAW THEM IN TO WANT TO BOOK WITH ME AS THEIR, THEIR FULL SPECTRUM DOULA.
SUPER AWESOME TO LIKE ADVOCATE FOR MOMS. YEAH.
IT IS A VERY INTERESTING INDUSTRY, BUT I LOVE IT.
[01:00:01]
I'M JUST TRYING TO FIGURE OUT HOW TO REALLY SCALE IT AND FIND THE CLIENT THAT I'M LOOKING FOR.'CAUSE I DO NOT OFFER IT IN A MORE, UM, UX TYPE OF INDUSTRY, SO OUTSIDE OF DOING MY COMMUNITY WORK.
SO I'M JUST TRYING TO LIKE FIND THAT THAT CLIENT THAT IS WILLING TO PAY FOR IT AND, AND SEES THE VALUE IN IT.
THERE'S ONE MORE PERSON, RIGHT? ALBERT? I, UH, SO OH,
SO ARE Y'ALL ENJOYING LIFT OFF HOUSTON SO FAR? YEAH.
ARE Y'ALL, UM, DOING ANY OTHER PROGRAMS OR LIKE PITCH COMPETITIONS? YES.
THEY'RE, THEY'RE PICKING 10 STARTUPS OUT OF THE ONCE IN THE DETROIT AUTO SHOW, SO THEY WON'T LET US KNOW WHO'S PITCHING UNTIL, UM, A LITTLE BIT CLOSER TO THE DATE.
AND THEN I'M ALSO IN A PROGRAM CALLED TTIE, UM, IT'S CALLED THE INDIS ENTREPRENEURS.
AND SO IT'S MAINLY, UH, LIKE A COMMUNITY OF INDIAN PEOPLE.
AND, UH, ONE OF MY ENTREPRENEURSHIP PROFESSORS ACTUALLY CONNECTED ME WITH THEM.
AND THEY HAVE A MENTOR PROGRAM THAT I'M GOING THROUGH RIGHT NOW, WHICH IS AMAZING.
THEY'RE HELPING ME SO MUCH WITH MY PITCH DECK.
AND THEN I HAVE A PITCH COMPETITION SATURDAY FOR THEIR WOMEN'S GROUP.
SO IT'S A, IT'S A SEPARATE THING, BUT IT'S THE SAME ORGANIZATION.
IT'S TIE GLOBAL? YES, IT IS GLOBAL.
I ACTUALLY JUST COMPETED IN MAY, UM, IN THE GLOBAL COMPETITION THAT THEY HAD IN SILICON VALLEY.
THEY HAD A TON OF PEOPLE FROM ALL OVER THE WORLD, FROM DUBAI, INDIA.
SO I'LL CHECK, UH, TYPE OF CONTENT YOU WANNA MAKE, KIND OF AIM TOWARDS THOSE TYPES OF PEOPLE WHO ALSO WANNA MAKE THOSE TYPE OF IMAGES FOR THEMSELVES.
GO AHEAD AND PLACE YOURSELF BACK ON MUTE IF YOU'RE NOT.
I HOPE YOUR SMALL GROUPS WERE EXCITING.
UM, WE WERE ABLE TO GET INTO SOME PRETTY GOOD CONVERSATION IN THE ONE THAT I WAS IN, AND I'M GOING TO BRING MY SLIDES BACK UP.
AND SO GET YOUR QUESTIONS READY.
UM, I DO WANT TO HEAR A LITTLE FEEDBACK AND IN THE CHAT, IF YOU HAVE QUESTIONS, YOU CAN START TO POST THEM THERE.
IF YOU KNOW YOU'RE GOING TO WANT TO BE IN THE QUESTION QUEUE, UM, YOU CAN GO AHEAD AND IN ABOUT TWO MINUTES, PUT YOUR HAND UP AND WE'LL GET YOU CAUGHT CALLED ON.
BUT REAL QUICK, I WANNA GO BACK TO A SLIDE THAT I PROMISED I'D GO BACK TO AND I WANT TO SHARE WITH YOU ALL.
UM, SO AS WE'RE THINKING ABOUT, AS WE'RE THINKING ABOUT THE MEDIUMS AND THE MODES THAT WE'RE SHARING OUR INFORMATION AND WHAT WE'RE DOING WITH OUR SOCIAL STRATEGY, I ALSO WANTED TO GET BACK HERE A LITTLE BIT.
AND SO I WANTED TO REALLY LOOK AT BULLET NUMBER THREE, WHICH IS LOCATION AND SERVICE DELIVERY METHOD.
UM, IT WILL IMPACT YOUR PERCEIVED VALUE.
SO WHAT YOU POST ONLINE, UM, THE EXPERIENCE OF YOUR, YOUR, UM, YOUR BRICK AND MORTAR AND THE EXPERIENCE OF YOUR E-COMMERCE SITES ARE GOING TO TELL YOUR CUSTOMER ONE, IF THEY'RE YOURS, IF THEY'RE YOUR CUSTOMER, AND IF YOU'RE FOR THEM.
AND IT'S ALSO GOING TO HELP THEM BETTER UNDERSTAND WHETHER OR NOT YOUR PRICE POINT WORKS FOR THEM.
AND I JUST WANT YOU ALL THINKING ABOUT THAT BECAUSE IT'S ALL ABOUT THE QUALITY OF YOUR IMAGE.
IF YOU THINK BACK TO THAT FIRST SLIDE OR SECOND SLIDE THAT I SHOWED YOU FOR MY BRAND, IT WAS VERY INTENTIONAL.
UM, I WANT MY CUSTOMERS TO UNDERSTAND THAT THEY'RE GOING TO NEED TO INVEST, MAYBE
[01:05:01]
NOT AT THE HIGHEST, BUT THEY'RE GONNA NEED TO INVEST.BUT I ALSO WANTED THEM TO FEEL COMFORTABLE BEING ABLE TO ASK QUESTIONS ABOUT THEIR SERVICES, THE SERVICES THAT THEY NEED.
AND SO IN ORDER FOR ME TO ESTABLISH A REALLY STRONG PERCEIVED VALUE, WE HAD TO BE INTENTIONAL ABOUT OUR IMAGES, RIGHT? OUR, UM, LOGOS AND OUR MARKS AND OUR BRAND LANGUAGE.
AND SO IF YOU CAN SEE NOW HOW IT ALL COMES FULL CIRCLE, HOW YOU PRESENT MATTERS ON ALL FRONTS.
THE SALE IS EMOTIONAL, IT IS AN EMOTIONAL EXCHANGE.
THE CUSTOMER MAKES THE PURCHASE BECAUSE YOU'RE SOLVING A PROBLEM, YOU'RE CONNECTING TO THEM.
AND THEN THE VERY LAST BULLET ON HERE IS WHAT IS YOUR PLAN FOR ESTABLISHING EQUITY WITH YOUR CUSTOMERS, BOTH INTERNAL AND EXTERNAL.
AND WHAT THAT REALLY MEANS IS HOW DO YOU CREATE ENOUGH VALUE IN YOUR BRAND FOR YOUR INTERNAL EMPLOYEES OR YOUR TEAM MEMBERS OR YOUR VENDORS TO TRUST YOU ENOUGH TO GO OUT AND EVEN PROMOTE YOUR BUSINESS ON YOUR BEHALF? UM, AND THEN HOW DO YOU ESTABLISH ENOUGH EQUITY WITH YOUR CUSTOMER TO KEEP THEM COMING BACK? IT'S ALL ABOUT THE SERVICE, SERVICES, THE EXCHANGE, HOW YOU SERVE THEM, HOW YOU TREAT THEM, HOW YOU, UM, SUPPORT THEM WHEN THEY'RE HAVING CHALLENGES WITH YOUR PRODUCT OR SERVICE.
THAT'S THE ESTABLISHMENT OF EQUITY.
AND THEN WHEN I SAY EQUITY, IT'S LIKE HOW DO YOU REINVEST IN THEM THAT'S GONNA CONTINUOUSLY LET THEM KNOW THAT YOU'RE THE RIGHT PROVIDER, THE RIGHT SERVICE, THE RIGHT PRODUCT FOR THEM? AND EQUITY MEANS TRULY THAT THE THE PLAYING FIELD IS, IS IS OPEN AND EQUAL FOR ACCESS.
AND SO AS A CUSTOMER, I WANT TO KNOW THAT I'M GONNA GET THE EXCEPTIONAL SERVICE EVERY TIME I COME, AND THAT WHEN I REFER SOMEONE TO YOU, THEY'RE GONNA GET THE SAME THING.
YOU'RE SLOWLY STARTING TO MAKE DEPOSITS OF EQUITY, AND YOUR CUSTOMER THEN FEELS EVEN MORE CONFIDENT WHEN THEY SEND THAT REFERRAL OVER TO YOU.
THESE ARE A LITTLE, A LITTLE BIT MORE INTANGIBLE, AND THEY'RE KIND OF, KIND OF THAT, THAT GHOST BEHIND THE BRAND.
IF YOU EVER KIND OF WONDER, I WONDER WHY THEY WENT OUTTA BUSINESS.
AND SOMETIMES IT'S NOTHING THAT YOU COULD HAVE SEEN IT JUST, OR YOU COULD'VE SEEN IN ADVANCE.
AND MAYBE IT JUST THEIR SALES EXPERIENCE OR MAYBE A VERY QUIET SLEEPER BEHIND THE SCENES LIKE, UM, CULTURE, UM, BRAND IDENTITY.
IT WASN'T CLEAR I DIDN'T UNDERSTAND HOW TO SHOP HERE.
YOU KNOW, THOSE TYPES OF THINGS WILL, WILL REALLY SNUFF YOU OUT AND CHANGE YOUR MARKET AND IMPACT YOUR CUSTOMER.
AND YOU CAN, YOU CAN GET AHEAD OF IT BY REALLY BEING VERY AWARE AND MAKING DECISIONS IN ADVANCE THAT ARE NOT GOING TO IMPACT YOUR CUSTOMER, UM, FOR THE NEGATIVE AND KEEP AND DRAW THEM OR PULL THEM AWAY, BUT GONNA BRING THEM CLOSER TO YOU.
AND THAT HAS EVERYTHING TO DO WITH YOU BEING VERY CLEAR ABOUT YOUR BRAND, HOW YOUR BRAND IS BEING PERCEIVED, AND THE MESSAGING THAT YOU'RE SHARING.
SO TELL MY CU TELL YOUR CUSTOMER, JUST LIKE I TELL MY CUSTOMER, THIS IS WHAT I WANT YOU TO KNOW.
THIS IS WHAT I WANT YOU TO BELIEVE.
THIS IS WHAT I WANT YOUR EXPERIENCE TO BE.
SO EVERY TIME YOU CONNECT WITH ME, THERE ARE THINGS I WANT YOU TO HAVE.
ONE THING I CAN TELL YOU FOR SURE BEFORE WE GET TO Q AND A IS THAT OUR CUSTOMERS UNDERSTAND AND THEY RESPECT THE FACT THAT SERVICES ARE TOP PRIORITY FOR US.
WE CALL IT TKC CARE INTERNALLY.
AND WE KNOW WHEN WE, WE'VE MISSED THE MARK AND WE GO BACK AND WE REAPPLY.
TKC CARE, THERE'S A WAY WE SEND OUR EMAILS, THERE'S A GREETING FOR OUR CUSTOMERS.
THERE'S A, THERE'S A TIMELINESS, THERE'S INEFFICIENCY THAT WE HAVE.
WE WRAP, WE RAPID FIRE RESPOND TO THEM.
WE WANT THEM TO ALWAYS FEEL THE CARE AND UM, AND THE COMMITMENT THAT WE HAVE TO THEM TO SERVE THEM WELL.
THAT'S THE EQUITY WE'RE CONSISTENTLY BUILDING.
'CAUSE THERE WILL BE A DAY WHEN WE NEED TO ASK FOR GRACE AND WE NEED TO BE ABLE TO PULL FROM THE DEPOSITS WE'VE MADE TO MAKE SURE THAT, UM, THAT THEY FEEL OKAY GIVING US THAT GRACE.
YOU KNOW, MAYBE WE'LL MISS A TI A DEADLINE OR MAYBE SOMEONE WAS LATE FOR A MEETING.
WE HAVE TO PULL FROM THE GRACE BUCKET TO GET THAT.
AND IF YOU DON'T PUT ANYTHING IN, IF YOU DON'T BUILD ANY EQUITY, ANY MUTUAL BENEFICIAL, YOU KNOW, REALLY, UM, INVESTMENTS WITH YOUR CUSTOMER, THEN YOU'RE NOT GONNA HAVE ANYTHING TO PULL BACK FROM.
AND SO THAT HAS EVERYTHING TO DO WITH THE WAY THAT YOU MARKET AND THE WAY THAT YOU SELL INTERNALLY AND EXTERNALLY.
ALRIGHT, SO THE LAST SLIDE HERE, BEFORE WE GET STRAIGHT INTO THAT Q AND A, GET YOUR QUESTIONS READY.
IF YOU HAVE A QUESTION, GO AHEAD AND PUT YOUR HAND UP.
IS THIS, THIS IS THE LAST SLIDE.
I'M GONNA MOVE THROUGH IT IN LIKE 13 SECONDS.
ONE OF THE THINGS I WANT YOU TO UNDERSTAND IS THERE'S A SUPPORT NETWORK FOR YOUR BUSINESS.
THE COST OF DOING BUSINESS WILL BANKRUPT YOUR BUSINESS IF YOU'RE NOT CAREFUL.
AND SO I JUST SPOKE TO THE NEED FOR YOU TO BE ABLE TO UNDERSTAND YOUR CYCLE, UM, AND YOUR CYCLE OF BUSINESS.
BUT YOU NEED TO UNDERSTAND JUST HOW MUCH IT COSTS FOR YOU TO DO BUSINESS.
SO DON'T GO PUT YOUR FAVORITE, UM, PUT YOUR AD IN YOUR FAVORITE MAGAZINE AND YOU CAN'T AFFORD A $15,000 LAYOUT, UM, IN A MAGAZINE FOR YOU TO KIND OF FIT THIS MARKET'S, UM, THIS MAGAZINE'S MARKET.
AND YOU CAN'T EVEN REALLY AFFORD THE MARKETING STRATEGY.
AND SO DON'T GO, DON'T DO THAT.
[01:10:01]
YOU CAN'T AFFORD TO BE IN COSMOPOLITAN AND YOU CAN'T AFFORD THAT, THAT LAYOUT, THEN I WANT YOU TO CHOOSE A LOCAL MARKET MAGAZINE SO THAT YOU CAN ACTUALLY AFFORD IT AND THEN YOU CAN ACTUALLY MEET THE NEEDS OF THE CUSTOMERS.DON'T GO BREAK IN THE BANK TRYING TO MAKE SURE THAT YOU'RE HITTING THAT CUSTOMER.
UM, THEY'LL SNUFF YOU OUT REAL QUICK AND REALIZE YOU DON'T, YOU CAN'T MEET THEIR DEMAND.
ALL RIGHT? AND SO WHO HAS WHAT YOU NEED AT THE RIGHT COST? THAT'S WHAT YOU NEED TO IDENTIFY, ESPECIALLY WITH YOUR VENDORS THAT ARE SERVICING YOU.
I'LL GO BACK REAL QUICK TO WHAT I SAID ABOUT MY SISTER AND HER MARKET.
UM, AND HER NEED TO BE AT A CERTAIN CALIBER AND A CERTAIN, UM, KIND OF, UH, APPROACH WHEN SHE MADE IT TO THOSE, UH, TO THE LARGE BIG BOX RETAIL STORE OR RETAIL SITES.
UM, SHE NEEDED TO MAKE SURE THAT HER VENDORS COULD MEET THE NEEDS, RIGHT? SO THEY DIDN'T BANKRUPT HER.
IF SHE TELLS ME OR TELLS HER CUSTOMER BASE, HEY, THIS IS WHAT I CAN DO, AND HER VENDORS CAN'T DO THAT, THERE'S A PROBLEM.
AND SO I WANT YOU ALWAYS THINKING ABOUT THAT.
WHAT'S GOING TO IMPACT YOUR CUSTOMER AND WHAT'S GOING TO IMPACT YOUR, UM, YOUR MARKETING MESSAGE? WHAT'S GONNA MAKE MY MARKETING MARKETING MESSAGE MORE TRUE AND MORE VALID? THOSE ARE THE THINGS WE WANNA PUT AND, AND REALLY DOUBLE DOWN ON.
OKAY, WE'RE JUMPING INTO Q AND A.
I'M ABOUT TO STOP MY SCREEN SHARE.
UM, BEFORE I DO THAT, I'M PUTTING THE QR CODE BACK UP ON THE SCREEN ONE MORE TIME.
I'LL LEAVE IT HERE FOR A MOMENT.
UM, GO AHEAD AND SCAN IT IF YOU NEED IT.
OUR CONTACT INFORMATION IS THERE.
UM, YOU CAN EMAIL ME, UM, THAT IS OUR OFFICE LINE AS WELL.
AND THAT IS A DIRECT LINK TO THE WEBSITE AS WELL IF YOU NEED THAT.
IT IS ABOUT TO COME DOWN IN JUST A SECOND.
AND, UM, THEY MAY PUT IT BACK UP TOWARDS THE END, BUT I JUST WANTED YOU TO GRAB IT ONE MORE TIME IF YOU NEEDED IT TO SCHEDULE YOUR TIME WITH US.
AND I AM GOING TO STOP MY SHARE AND I'M GOING TO PULL UP THE CHAT.
AND IF WE HAVE HANDS, LET'S SEE HERE.
HEY, DORIAN, VE OKAY, LET'S GO.
I AM THE OWNER OF STAMPED VINTAGE, LLC.
UH, I DO WEBSITE DESIGN AND CONSULTING, UH, $240 PER WEBSITE.
MY MAIN QUESTION I HAVE IS I'VE RECENTLY COME TO THE CONCLUSION THAT I WANTED TO, UM, DIRECT MY, UM, I WANNA FUNNEL MY LEADS AND CLIENTELE TO ONLY LINKEDIN SO THAT I CAN REACH, UM, LIKE YOU WERE SAYING, YOU WANT TO AIM FOR THE CLIENTELE THAT IS MOST BENEFICIAL TO YOU.
AND I, AND I'VE ALREADY BOOKED IN ADVANCE A MEETING WITH YOU, BUT MY QUESTION IS, WHAT IS SOMETHING I CAN DO TO LEVERAGE THE FREE RESOURCES ON LINKEDIN TO HAVE MORE, UH, LEADS AND ONGOING CLIENTELE FOR MY BUSINESS? ABSOLUTELY.
LET ME TELL YOU, LINKEDIN HAS AN AMAZING FEATURE.
GET INTO THE GROUPS, GET CONNECTED IN THE GROUPS ON LINKEDIN, START TALKING BACK AND ADDING VALUE TO THOSE GROUPS.
YOU'LL START TO NATURALLY ORGANICALLY CONNECT AND BUILD BUSINESS, UM, RESOURCES AND A PIPELINE THERE.
UM, IF YOU'RE NOT ALREADY WRITING ARTICLES ON LINKEDIN, PRODUCE ARTICLES AND WRITE THEM, UM, MAKE SURE THAT THEY ARE SOUND, UM, BECAUSE THOSE WILL ADD TO YOUR SEO SO THEY'LL INCREASE YOUR, UM, NUMBER OF VIEWS ON GOOGLE OR WHAT HAVE YOU WHEN YOU, WHEN SOMEONE GOOGLES YOU, UM, BECAUSE YOU'VE GOT ARTICLES OUT THERE.
AND SO START DOING THINGS LIKE THAT, THAT START TO LEAD WITH YOUR THOUGHT AND HELP YOUR CUSTOMER KNOW THAT YOU'RE ACTUALLY THE, THE SMARTEST AND THE BRIGHTEST AND YOU'RE, YOU'RE ACTUALLY FOR THEM.
THAT'S WHAT'S GONNA TELL YOUR CUSTOMER THAT, THAT YOU'RE THERE AND THAT'S GOING TO WHAT'S GOING TO INCREASE YOUR PIPELINE.
IT WILL HAPPEN ORGANICALLY FOR YOU, I PROMISE.
UM, IF YOU GET INVOLVED IN THOSE GROUPS AS WELL.
AND YOU CAN, YOU KNOW WHAT, YOU CAN ALSO START A GROUP.
DON'T BE AFRAID TO START A GROUP IF IT, IF THE, UM, THE GROUP, IF THERE'S SPACE FOR THAT GROUP DYNAMICALLY, DON'T BE AFRAID TO START A GROUP AND INVITE PEOPLE IN.
JUST MAKE SURE YOU'RE READY IF YOU'RE GONNA DO THAT.
'CAUSE YOU'VE GOT OWN THE MESSAGING, OKAY? OKAY.
AND IF ANYONE IS INTERESTED IN CONTACTING ME, MY WEBSITE IS STAMPED VINTAGE.COM.
OH, I WAS GONNA ASK FOR HIM TO SHARE HIS CONTACT.
I MAY BE INTERESTED IN HIS SERVICES.
OKAY, HE'S GONNA PUT IT IN THE CHAT.
YOU BETTER HURRY UP BEFORE SHE FORGETS.
TRICIA CLARK, IF YOU'RE TALKING, WE CAN'T HEAR YOU.
I GOT TO SPEAK WITH YOU LAST YEAR WHEN I WAS DOING THIS COMPETITION.
[01:15:01]
OBVIOUSLY I'M UNABLE TO COMPETE BECAUSE I LIVE IN ATAS, CAA, BUT I WAS ABLE TO SPEAK WITH YOU LAST YEAR ABOUT MY BLACK-OWNED BOOKSTORE, ESSENTIAL BOOKSTORE, AND YOU GAVE ME SOME WONDERFUL INFORMATION.AND I ALSO GOT IN CONTACT WITH A LADY WHO IS A PHENOMENAL WEBSITE DEVELOPER.
BUT LAST YEAR I DID NOT GET TO OPEN IT BECAUSE MY FUNDING DIDN'T GO THROUGH.
THE BANK DIDN'T WANNA FINANCE ME BECAUSE I WAS GONNA QUIT MY JOB.
AND THEY WERE LIKE, HEY, HOW ARE YOU GONNA PAY THE MONEY BACK? I SAID, DUDE, PROFIT.
THEY DIDN'T BELIEVE ME, BUT GUESS WHAT? I GOT MORE MONEY THAN THE BANK WAS GONNA GIVE ME.
SO NOW I AM WONDERING IF I SHOULD, UH, I MEAN, CAN I JUST GO AHEAD AND SCHEDULE ANOTHER APPOINTMENT WITH YOU FOR SOME MORE MARKETING
BECAUSE YEAH, NOW I'M READY 'CAUSE I, I'M READY.
YOU KNOW HOW YOU SAID YOU READY FOR THE READY? I'M READY.
SO, UM, THANK YOU, UH, TRICIA FOR THAT BECAUSE THAT'S A GOOD EXAMPLE WHEN YOU'RE READY, YOU KNOW, AND YOU KNOW THAT IF IT MEANS THAT YOU'RE GONNA NEED TO INVEST, YOU'LL BE READY TO INVEST MORE DEEPLY.
SO SHE'S ALREADY EXPRESSED VALUE AND UM, GONE FOR FORTH WITH THAT.
SO THANKS FOR THAT COMMERCIAL, UH, TRICIA, I APPRECIATE THAT
NEXT QUESTION, PLEASE GET ON MY CALENDAR.
I DON'T SEE ANYONE ANYMORE HANDS RAISED.
I JOINED, I JOINED AS A GUEST, SO I CANNOT SEE THE CHAT WITH THE GENTLEMAN.
JUST SAY THE BUSINESS NAME ONE MORE TIME.
S-T-A-M-P-E-D DASH VINTAGE V-I-N-T-A-G E.COM.
LOOKING FORWARD TO SPEAKING WITH YOU.
A COUPLE OF HANDS NOW WE HAVE ASHLEY BRYANT.
THANKS FOR TAKING MY QUESTION.
MY QUESTION TO YOU IS, UM, I'M A SERVICE BASED BUSINESS AND I WANTED TO KNOW HOW YOU GOT YOUR FIRST, OR HOW WOULD YOU SUGGEST YOU GET YOUR FIRST HIGH TICKET CLIENTS FOR A DONE FOR YOU SERVICE? I KNOW IT'S KIND OF LOADED, BUT LIKE, JUST I DON'T
YOUR MESSAGING HAS TO, IT HAS TO HIT.
SO IF YOU WANT, IF YOU'VE DONE SOME, UM, OTHER SERVICES, IT SOUNDS LIKE YOU, YOU'RE FAMILIAR WITH THE EVERGREEN MODEL.
'CAUSE DONE FOR YOU IS THE, YOUR HIGH TICKET ITEM, RIGHT? SO THOSE OTHER ITEMS ARE DONE WITH YOU AND THEN DONE ON YOUR OWN.
SO IF YOU REALLY, IF YOU'RE READY AND YOU'RE IN THE SPACE WHERE YOU CAN SPEAK TO THE VALUE THAT YOU BRING WHEN YOU DO A FULL SERVICE PRODUCT DELIVERY FOR A CLIENT, IT'S GONNA BE ALL ABOUT YOUR MESSAGE.
AND SO I HEAR YOU SAYING, HOW DO YOU GET THEM THERE? EDUCATION.
AND SO IF YOU LIST, REMEMBER LISTENING TO ME SAY, I TOOK TIME AND EDUCATED MY CLIENT BASE TO GET THEM TO A PLACE WHERE THEY WERE READY TO WORK WITH ME TO DO A DONE FOR YOU, UM, EXPERIENCE WITH US WAS GONNA PUT YOU IN, YOU KNOW, MULTIPLE THOUSANDS OF DOLLARS.
AND SO FOR YOUR CUSTOMER, YOU'VE GOTTA KNOW HOW TO TALK TO THAT ONE CUSTOMER.
YOU'VE GOTTA KNOW HOW TO TALK TO THEM DIRECTLY.
AND SO MY QUESTION FOR YOU IS, UM, DO YOU KNOW EXACTLY WHAT THEY NEED AND ARE YOU CERTAIN THAT YOUR D DONE FOR YOU SOLUTION? HAS IT? YES.
SO I PROVIDE SOCIAL MEDIA MARKETING FOR LOCAL BUSINESSES IN HOUSTON THAT ARE COMPETING WITH LARGER CHAINS.
UM, DON'T TELL ME YOUR TRADE SECRETS, BUT KEEP TALKING.
SO I KNOW THEY, I KNOW IT'S ROOM FOR ME.
I KNOW THEY NEED WHAT I HAVE AND YOU'RE STAYING THERE.
ME, UH, I NEED TO EDUCATE THEM WITH MY MESSAGING.
SO WHERE DO YOU SUGGEST I EDUCATE THEM AT WHERE'S YOUR CUSTOMER AT LINKEDIN.
WHERE, WHERE I WANT YOU TELLING THEM.
UM, BUT, BUT HERE'S THE BETTER WAY.
I, I HOPE YOU SCHEDULED TIME, ASHLEY, BECAUSE I CAN GIVE YOU SOME LIKE SPECIFICS.
BUT I'M GONNA TELL YOU THIS ONE THING THAT YOU CAN DO, UM, RIGHT AWAY, AND THIS IS FOR EVERYONE.
ONE THING YOU CAN DO IS USE YOUR CASE STUDIES TO DEMONSTRATE RESULTS FOR YOUR CLIENTS, RIGHT? I CAN TALK ABOUT A CLIENT THAT, UM, STARTED WITH US THAT WAS, THAT HAD SEVEN LOCATIONS AND WITHIN THE FIRST, UM, I'LL SAY, LET'S SAY 120 DAYS, THEY HAD 14.
THEY OUTGREW AND OUTPACED THEMSELVES.
SO THE OTHER CHALLENGE THEY HAD WAS MANAGING PEOPLE.
SO SOMEONE WILL HEAR THAT AND GO, WELL THAT WASN'T SUCCESSFUL.
WHY? 'CAUSE THEY INCREASED THEIR BOTTOM LINE IN THEIR ABILITY TO SELL AND THEY INCREASED THEIR MARKET SHARE.
THEN THEY HAD A PEOPLE ISSUE THAT WAS EASILY SOLVED BECAUSE
[01:20:01]
WE WERE DOING THE PEOPLE WORK INTERNALLY.SO BY THE TIME WE WERE ABLE TO MATCH THEIR GROWTH, THEY, THEY SCALED FASTER THAN THEY THEY ANTICIPATED.
BUT WE HAD TOOLS IN PLACE TO DO IT.
SO WHEN I TELL A STORY LIKE THAT, I'M ABLE TO GIVE PEOPLE THE EXPERIENCE AND HELP THEM UNDERSTAND THE BENEFITS THAT COMPANY IS NOW ALL OVER THE PLACE.
IF I SAID THE NAME, YOU KNOW EXACTLY WHO THEY WERE.
BUT MY POINT TO YOU IS TELL SOME, SOME STORIES THAT HELP PEOPLE SEE AND HEAR YOUR WORK AND KIND OF VISUALIZE IT WITH YOU, THAT'S GONNA HELP THEM SAY YES.
UM, AND ASHLEY, I'LL GIVE YOU MORE DETAIL BECAUSE WE JUST BROUGHT OUR HIGHEST PRODUCT ON, UM, LAST YEAR AND WE'RE REALLY IN THE MESSAGING DEVELOPMENT STAGE.
WE JUST HAVEN'T BEEN ABLE TO, TO REALLY, IT'S NOT BEEN ABLE TO HIT THE WAY WE WANTED TO.
AND I KNOW IT HAS EVERYTHING TO DO WITH THE STORIES THAT WE'RE NOT TELLING.
AND SO WE'RE WORKING ON THAT INTERNALLY AND I'LL BE ABLE TO SHARE THAT WITH YOU.
AND YES, I WAS PROBABLY ONE OF THE FIRST TO SCHEDULE TIME.
UM, I WANTED TO ASK WHEN IT COMES TO, I'M IN THE SERVICE CATEGORY AND UM, IN THE FOOD INDUSTRY SPECIFICALLY.
AND SO WHEN IT COMES TO LIKE MARKETING BUDGETS, UM, HOW SHOULD COMPANIES GO ABOUT LIKE, YOU KNOW, PERCENTAGES AND ALL OF THAT FOR MARKETING THEIR SERVICES? FOR ME, I KNOW AS FAR AS LIKE YOUR LITTLE, UM, SLIDE ON PIPELINE, UM, SOCIAL MEDIA AND THINGS OF THAT NATURE WOULD BE MORE OF, YOU KNOW, WHERE I WOULD BE.
SO, YOU KNOW, YOU HAVE FACEBOOK ADS, YOU HAVE INSTAGRAM ADVERTISING, ALL THAT KIND OF STUFF.
WHAT, WHAT WOULD YOU SAY IS A GOOD LIKE PERCENTAGE JUST IN MY BUDGET, LIKE MM-HMM
FOR MARKETING? YEAH, ABSOLUTELY.
SO FIRST THING I WOULD BE LOOKING AT IS HOW PROFITABLE ARE YOU IN TERMS OF YOUR GROSS PROFIT MARGIN TO UNDERSTAND HOW MUCH DISPOSABLE INCOME YOU ACTUALLY HAVE IN ORDER TO BEEF UP YOUR MARKETING BUDGET OR BY, BY PERCENTAGE.
AND YOU MIGHT SAY, WELL, THAT'S NOT REALLY THE QUESTION I ASK, BUT I STILL WANNA UNDERSTAND HOW WELL YOU'RE GENERATING REVENUE TO KNOW WHETHER OR NOT YOU CAN EVEN AFFORD TO MARKET AT THAT LEVEL, OR DO WE JUST NEED TO RAISE YOUR PRICES AND THAT'LL SOLVE YOUR PROBLEMS. SO THAT WOULD BE THE FIRST WAY I WOULD LOOK AT IT, JUST TO BE HONEST.
AND THEN THE SECOND THING I WOULD DO IS I'D SAY I WOULD, I WOULD PROBABLY START AT ABOUT 10% IF I WAS GONNA GIVE YOU A NUMBER.
SO YOU CAN GRADUALLY GROW INTO ANYTHING LARGER THAN THAT.
UM, YOUR MARKETING BUDGET IS LIKELY YOUR LARGER, YOUR LARGEST NEXT TO YOUR PEOPLE BUDGET.
BUT I WOULD, I WOULD RECOMMEND THAT YOU, YOU SCALE, UM, IN THE BEST POSSIBLE WAY.
UM, AND, AND, AND START AT ABOUT 10% AND THEN WORK YOUR WAY UP.
AND I DID SCHEDULE SOME TIME, SO YEAH, I'D LIKE LOVE TO GO INTO MORE DETAIL.
WE CAN DEFINITELY LOOK AT THAT.
WE HAVE ABOUT FIVE MINUTES LEFT.
UM, HEY, HOW ARE YOU? I'M DOING WELL.
MY COMPANY IS, IS UH, DEEP IN AN R AND D PHASE RIGHT NOW AND WE'RE BUILDING TECH THAT'S GOING TO GO ON SPACESHIPS, HOPEFULLY.
SO THE QUESTION I HAVE FOR YOU IS WHEN DO YOU START MARKETING? LIKE RIGHT NOW, I DON'T HAVE ANYTHING TO SELL.
I'M NOT GOING TO FOR PROBABLY TWO YEARS.
I'M GONNA TELL YOU, IS THE TIME NOW TO LIKE BUILD A WEB PRESENCE AND START BEING ALL OVER SOCIAL MEDIA? OR CAN THINGS FAIL IF THINGS GET DRAGGED OUT TOO LONG? NO.
EDUCATION, EDUCATION AND ENGAGEMENT.
I'M SURE YOU'VE GOT MORE FACTS AND STATS, UM, THAT YOU CAN SHARE.
TAKE YOUR SLOW TALK ABOUT THE DEVELOPMENT PROCESS.
MAKE US A PART OF YOUR JOURNEY.
UM, THAT'S HOW WE CAN BECOME AND FEEL LIKE WE'RE MORE EDUCATED AND, AND, AND, AND REALLY PART OF YOUR, YOUR PROCESS.
SO EDUCATION, SHARE, SHARE THE BACKSIDE OF THE DEVELOPMENT PROCESS WITH US IF YOU WANT.
LET US BE A PART OF YOUR BETA DATA SETS.
UM, BRING YOUR CUSTOMER CLOSER.
WE HAVE TIME FOR ONE MORE QUESTION.
AND THAT WILL BE ASHLEY BRYAN.
OKAY, SO REAL QUICK, I'M ONLY IN A PHASE WHERE I CAN USE CONTRACTORS.
I CANNOT HIRE, UM, FULL-TIME EMPLOYEES OR EVEN PART-TIME EMPLOYEES.
AND HOW DO I MAKE SURE THAT I CREATE COMPANY CULTURE WITHOUT LIKE, YOU KNOW, MAKING THEM EMPLOYEES CROSSING THE LINE? YEAH, CROSSING THE LINE.
YOU, YOU HAVE TO REPRESENT IT.
AND SO I'LL TELL YOU, I STARTED THAT WAY.
AND THE WAY THAT I SERVE MY CLIENTS, THE WAY THAT I SERVE MY, UM, MY INTERNAL TEAM, THEY WERE ALL CONTRACTORS AT FIRST.
[01:25:01]
I PRESENTED IT.SO THEY JUST STARTED TO NATURALLY ADOPT IT.
MAKE SURE YOU'RE BRINGING ON CONTRACTORS THAT ALIGN WITH YOU THE BEST WAY YOU CAN AND THEY'LL ADOPT YOUR BEHAVIOR, THE BEHAVIORS THAT YOU WANT PRESENTED TO YOUR CUSTOMER.
IF THERE'S A STANDARD, YOU CAN HAVE A CONTRACTOR KIND OF, KIND OF GUIDELINES AND YOU CAN SHARE YOUR CULTURE SHOULD BE YOUR CULTURE STATEMENT SHOULD BE A PART OF YOUR, YOUR REGULAR MARKETING CULTURE STATEMENT.
IF YOU DON'T HAVE THEM, HERE'S A, HERE'S A QUICK BOOST FOR EVERYONE.
A CULTURE STATEMENT, YOUR MISSION, YOUR VISION, AND A SERVICE STATEMENT.
THOSE ARE FOUR PRIMARY CO UH, CO CORPORATE STATEMENTS YOU SHOULD HAVE.
NORMALLY YOU JUST HEAR MISSION AND VISION, BUT WHEN YOU ADD THE OTHERS, IT HELPS TO ADD MUCH MORE VALUE AND YOU DON'T HAVE TO NECESSARILY CROSS THE LINE.
YOU CAN JUST SHARE THE INSIGHT AND PEOPLE CAN MAKE A CHOICE.
COULD YOU SHARE THOSE FOUR AGAIN REALLY QUICK? YES, I WILL.
YOUR CUL YOUR MISSION AND YOUR VISION, YOUR CULTURE STATEMENT AND YOUR SERVICE.
YOUR CUL YOUR COMPANY SERVICE STATEMENT, LIKE HOW YOU SERVE, ALSO KNOWN AS A SERVICE PHILOSOPHY.
I DO NOT HAVE A CULTURE STATEMENT.
I DIDN'T EVEN KNOW THAT EXISTED, SO I'LL DO SOME RESEARCH.
THANK YOU FOR THAT WONDERFUL PRESENTATION.
KYRA, IF YOU ALL STILL HAVE QUESTIONS, PLEASE DON'T THINK WE'RE NOT GOING TO ANSWER THEM.
WHAT YOU CAN DO IS EMAIL THOSE QUESTIONS TO US AT LIFTOFFHOUSTON@HOUSTONTX.GOV AND WE WILL GET AN ANSWER TO YOU.
SO WE, WE GOT A FEW THINGS TO DO SO THAT WE CAN WRAP UP.
UM, I NEED TO REMIND EVERYONE THAT THERE IS A CHECKOUT PROCESS.
SO, UM, WE'LL PUT UP THE QR CODE HERE IN JUST A SECOND, OR YOU CAN CLICK THE LINK THAT WILL BE PUT INTO THE CHAT AND YOU HAVE TO GO, UM, AND, AND CHECK OUT.
AND THEN YOU ALSO HAVE TO GO INTO THE PORTAL TO COMPLETE THE WORKSHOP.
TWO BUSINESS MARKETING ATTENDANCE TASK.
THIS, THIS IS JUST A REMINDER THAT COMPLETING THE WORKSHOP CHECKOUT DOES NOT COMPLETE THE TASK.
SO YOU HAVE TO GO INTO THE PORTAL TO TAKE CARE OF THAT.
AND THE REMINDER IS ALSO THAT YOU HAVE 48 HOURS TO INPUT THE PASSCODE.
ONCE WE GIVE THAT TO YOU HERE IN JUST A MOMENT, YOU HAVE TO PUT THE PASSCODE IN THE PORTAL WITHIN 48 HOURS OR YOUR PASSWORD EXPIRES.
SO THE PASSWORD FOR TODAY IS PROMOTE AND I'LL DROP THAT IN THE CHAT.
AND WE HAVE ONE LAST REMINDER.
UM, IF YOU STILL HAVE OUTSTANDING TASKS RELATED TO ORIENTATION OR WORKSHOP ONE, PLEASE MAKE SURE YOU GET THAT TAKEN CARE OF BY NOON TOMORROW.
IF YOU'RE HAVING QUESTION, IF YOU'RE HAVING QUESTIONS, PROBLEMS WITH THAT, PLEASE GO AHEAD AND EMAIL THE LIFTOFFHOUSTON@HOUSTONTX.GOV EMAIL AND LET THEM KNOW WHAT THE SITUATION IS BECAUSE WE'D HATE FOR YOU TO HAVE PARTICIPATED AND NOT GET THE CREDIT AND BE ABLE TO MOVE ON.
SO THAT IS ALL THAT WE HAVE FOR THIS EVENING.
THANK YOU SO MUCH AGAIN, KYRA, AND YOU ALL HAVE A GREAT EVENING.