5. Types of Brand Environments
Attractive Can Hire the You Hire Under Staff & Managers
Place to Work Best Available Pressure Bail Out
Bonus & Leaders Sales & Profit
Financial Results Targets Missed
Virtuous Circle Vicious Circle
Beat Sales & Hire Staff Visitor Rate
Profit Targets Slow
Raving Fans Builds Morale Morale & Culture Nobody is Talking
Return & Culture Disintegrates About You
Great Member Member Experience
Experience is Anemic
6. 3C Employees
• Your company is only as good as the care &
attention you provide to ensure each employee has:
– Strong Competence
– High Character
– Embodies the Culture
7. Hard Rock - Original Staff
• 46 employees in the first Cafe (London 1971)
• Original Servers had to be 30+ year old
women
• Guest-obsession was innate & unparalleled
ü Southern hospitality mind-set (mom)
ü Consistent standards
ü Attention to detail
ü Sense of urgency
8.
9. Today’s Workforce
• Individuality is a priority
• Risk-takers
• Visual learners
• Short attention spans
• Technology savvy
• Socially-conscious
• Want to do meaningful work
This profile affects
6/14/12 everything!
14. Staff Interview Guides
• 3-interview process for every
staff-level potential hire:
Interview #1 - Any Manager
Interview #2 - Department Manager
Interview #3 - General Manager
• Managers each use a different
Interview Guide
• How managers communicate with
each other on the potential employee
– creating consistency
15. Training Materials
Design Principles
• Comic-book style - photos & graphics
• Less text / words
• More bullet points, where possible
• Lots of generous white space
• Consistent font types & sizes
• Humor, where appropriate
THINK: Airline Safety Card
16. Social Media & Technology
Digital/Social Media
Twitter Photos
SMS
Location
Review Based
Sites
Blogs
17. The New Generation
Digital Natives (Generation Z)
Completely distinct from all prior generations, they require a
change in how we communicate. They prefer:
• Receiving info quickly from multiple sources - parallel
processing & multi-tasking
• Processing pictures, sounds & video before text
• Learning that is relevant & instantly useful
• Instant gratification & rewards…and fun
21. Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
2. Communicate to employees in the language they dream
22. Statistics That Don’t Lie
The Gallup Organization:
• Surveyed more than 2 million employees at 700
companies worldwide, over a 25-year period
• Found that immediate supervisors are the single largest
influence on an employee’s decision to quit (or stay)
People join brands, they leave individuals.
23. “At the end of the game, the King and the Pawn
go back into the same box.”
- Italian proverb
24. Emotional Bank Account
• Like credit unions, relationships are based
on trust
• The more deposits, the better the interest
& health of the member account
• Big withdraws (or too many) could
result in the account going dry
25. Mentorship is the New Training
Managers need to harness their
leadership skills:
• Don’t hoard information -
look for opportunities to
teach others
• Always give the ‘why’ behind the ‘what’
• Provide ongoing/consistent feedback
• Get veteran, long term employees involved in all
initiatives – Create an Army of Giants
26. “The best time to plant a tree is 20 years ago.
The second best time is today.”
- Chinese proverb
27. Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
2. Communicate to employees in the language they dream
3. Create an army of giants & love the ones you’re with
28. Hard Rock Incents Staff Like They’re
Rock Royalty
• Individuality relished
• High Volume = $$$$
• 401 K – 50% match
• Pins – ongoing recognition
• Philanthropy is a part of our DNA
• Growth - good internal promotion rate
• Travel – trainers open up global properties
• Unprecedented Access – to rock artists & memorabilia
• Rolex watch – 10 years of service
• Harley Davidson – GM of the Year
29. Employee Expectations
If employees were volunteers, would we treat them differently?
20 years ago 10 years ago Today
Money Work / life balance They want it all!
Showed up, did Started keeping an They bail at the drop of
the job & then eye open for a a hat - usually because
went home better job of poor leadership
Happy to have Started really Attorney’s phone # is
a job suing companies on speed dial
Tolerated Responded well to Only loyal to those
authoritative “old those that just said that inspire, teach &
school” managers “thank you” develop with
compassion
30. Today’s Workforce
Develop
Thank
me.
me.
Inspire
me.
Talk to Don’t
me. yell at
me.
32. Think About This:
• The Rolling Stones – arguably one of the
world’s greatest Rock‘n’Roll bands
• Outstanding music & musicianship
• Haven’t had a hit song since 1989
• Still the top grossing act
when they go on the road
• Album prices: US $12-$16
• Concert ticket: US $150-$1,500
• Being at the Show: Priceless
• People are willing to pay the
price for the show…because of
the show
35. Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
2. Communicate to employees in the language they dream
3. Create an army of giants & love the ones you’re with
4. Incent employees like they’re rock royalty & treat them
like volunteers
36. C + Guest Profitable
Experience Growth
BU • Great Service • Clean
RL
• Quality Product • Safe
• Cool Environment • Fun
AT
• Price/Value
+ Employee Promotable
NU Experience People
DR
• Money • Leadership
• Benefits • Fun
• Recognition • Clean
E • Growth Opportunity • Safe
37. VALUES What you Say you will do
+
METHODS What you actually Do
= BRAND CULTURE
38. C + Guest Profitable
Experience Growth
BU • Great Service • Clean
RL
• Quality Product • Safe
• Cool Environment • Fun
AT
• Price/Value
+ Employee Promotable
NU Experience People
DR
• Money • Leadership
• Benefits • Fun
• Recognition • Clean
E • Growth Opportunity • Safe
39. Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
2. Communicate to employees in the language they dream
3. Create an army of giants & love the ones you’re with
4. Incent employees like they’re rock royalty & treat them
like volunteers
5. Do the things you say you will do (Values + Methods =
Brand Culture)
40. Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
- Competition (Theme Restaurants)
- Guest Confusion (Food Quality & Price)
- 9/11
41. Artist Association
Q: What celebrity/personality do you most commonly
associate with the Hard Rock brand?
Most Associated With Hard Rock By Age Segment
18 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 or older
? ? ? ? ? ?
42. Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
- Competition (Theme Restaurants)
- Guest Confusion (Food Quality & Price)
- 9/11
2004 Brand Reinvention & Cultural Focus
62. Historical Timeline
1971-1995 No Competitors for 25 years
1996-2003 Dark Days (Negative Sales)
- Competition (Theme Restaurants)
- Guest Confusion (Food Quality & Price)
- 9/11
2004 Brand Reinvention & Cultural Focus
2005-2011 Record Sales & Profits
63. Move at the Pace of Society’s Culture
STAKEHOLDERS COMMUNITY
TECHNOLOGY COMMUNICATION
64. Top Ways to Keep the Brand Relevant
1. Hire only rock stars, not lipsyncers
2. Communicate to employees in the language they dream
3. Create an army of giants & love the ones you’re with
4. Incent employees like they’re rock royalty & treat them
like volunteers
5. Do the things you say you will do (Values + Methods =
Brand Culture)
6. Move at the pace of society’s culture – be open to change
65. Seth Dechtman
1-877-245-8692
seth@thespeakeragency.com
Jim@KnightSpeaker.com
@KnightSpeaker
Jim Knight
Jim Knight
