Mandy Farmer, Keynote for TEC 2013
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The document discusses training a team in multiple steps. It involves researching methods and testing adjustments. The process also includes revisiting training again and again to improve.
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Mandy Farmer, Keynote for TEC 2013
- 37. Next step: train the team Everyone.
Hinweis der Redaktion
- It’s a honour to be here today because you folks, tourism educators play such a crucial role in our industry. You are where the future of our industry truly begins. I’m going to talk about branding today, Applicable for your students who will work at long time establishements that need to reinvent themsleves, or need to reinvent their image. Or even for start ups. It’s so important to get the branding bang on. I want to share my story of rebranding with you folks today because I beleive it is a story of a company reaching a crossroads, that easily could have lead to our decline if not taken. My story...
- It’s a honour to be here today because you folks, tourism educators play such a crucial role in our industry. You are where the future of our industry truly begins. I’m going to talk about branding today, Applicable for your students who will work at long time establishements that need to reinvent themsleves, or need to reinvent their image. Or even for start ups. It’s so important to get the branding bang on. I want to share my story of rebranding with you folks today because I beleive it is a story of a company reaching a crossroads, that easily could have lead to our decline if not taken. My story...
- Importance of research. Want to walk you through our brand traits to show you how we applied them in economical ways. This isn’t what you want to be, that’s strategy, where you want to go. Branding is who you actually are and getting the message out. It’s about what makes your company significantly different.
- We are friendly. Not fake friendly, too friendly, pretensious friendly. Down to earth, hey howzitgoin’ friendly. Real and Genuine. So whenever we put our brand out there, be it advertising, PR, the actual customer experience… So our ads need to be friendly. Our social media voice needs to be friendly. Rembember hotels are commodities.
- We are a BC company. Profits stay here. There’s no money going out of the province to a flag that is headquartered in Texas. Our owners don’t live in the middle east. We are small and friendly. Our owners know our team by name. This makes a difference in the feel of a company. We are proud of BC. We love BC. We are BC experts, BC lovers. Do a better job of it here in Vic, but not everywhere else. This one is so important as it does really set the tone of who we are: we need to shout it out that we are boastfully BC!
- I don’t even think I want to talk to this slide because it’s just so 2 nd nature to us. We don’t nickel and dime, never have, and we’ve always provided 1 st class accommodation at affordable prices. Always.
- Hard one for us because how do you define our “folksiness”. Realness. That genuiness. That no pretrending to be something that we are not. It’s our down-to-earth-ness. It’s our big hearts. It’s our folksiness. This brand trait guides our corporate decisions. When we are looking at a new benefits package, we ask oursleves, are we being… That’s what I’m trying to do here is set us apart. Paint the picture as to why we are different than the other commodities out there and This one sets us apart, because we want our people to be who they are. Rather than pretentious people playing at being pretientions for the pretienious customers.
- And this is what I LOVE about us. We are not a bland travelodge. This is what I love about being an independent hotel chain. I don’t have holiday inn telling me what to do… if we come up with an idea, we run with it and have fun with it. We have ducks in the rooms. Our founder has no problem putting on a pair of overalls and painting a wall or cleaning an AC. Treat Time are a foundation of who we are as a company, a serious ritual. We have hot chocolate and cookies in the lobby. We run our business with our hearts as well as our heads. You might find a weenier roast going on to raise money for charities. He have a house band.
- We have so many other examples: Hot choc and cookies Cook book Bike friendliest hotel chain in bc We are laid back SO WHAT DID WE DO TO CONVEY ALL THIS?
- Our ads need to reflect all those traits that we’ve just been talking about. So we’ve shaken up our colours and our font , to make it more fun, friendly, bright, and we’ve really gotten away from the American Red white and blue. In fact these colours are all part of our BC flag… perfect!
- Technically our “brand” isn’t new because we’ve been doing this for so long. But what’s new about it is that we’ve never taken this out into the marketplace before. What we did before was: We take pride Quality where it counts Yet, I’m sure Ho JO thinks they have qaulity where it counts as does comfort Inns. So this isn’t setting us apart. So we also have a new brand positioning statement too.
- More rounded Less american More friendly Less sharp Why?? Focus group I never really like the first one. Something just wasn’t right about it. Red white and blue. A logo personifies the brand: this logo is more fun and softer. But changing logos costs money??? Where’s the shoestring version? We are phasing this logo in. We had to renew business cards anyways, digitally it’s a synch and I’ll phase my signs in over time. Confusion in the marketplace… no, because they are so similar.
- Good bye Quality Where it Counts. I’ve been talking a lot about business. But what about personally. Do you have your own positioning statement? You should! This is just a line you would add to your business card. It’s what’ will set you apart from your competition and make you memorable. Plus, it’ll start that real conversation with people.
- Our new positioning statement. Authentic, unpretentions, down to earth, home away from home. The focus is on local and the call to action is buy local. The benefit is the real authentic experience.
- We don’t have scads of dough to throw at advertising.
- Nowadays, people do the talking for you on social media and in my industry in particular, on review sights. So we needed to be sure to give them something to talk about, without changing who we are and utilizing our brand traits.
- The other one stays: Don’t eve think about it. Please do not disturb.
- And keep talking about it. Always. I even made a video. No cost involved in that. It’s so important that we all embrace it, in everything that we do. Consistent message. All the time. Even right now as I speak, I want to make sure that my brand traits come across: not formal and stuffy, but laid back and fun.
- And keep talking about it. Always. This is not a tick on your to do list. This is something that needs to be in your strategic plan every year. Your brand, how it’s resonating with your market.
- And keep talking about it. Always. Keep adding and aksing how can we get our brand out there. And lastly, before I take questions. I want to close on the fact that this was one of the funnest and most important initiatives that we have embarked upon at Accent Inns. It revitalized our culture and our team.
- Fun, and it totally revitalized us, made us current and relevant, and people were excited.