Weitere ähnliche Inhalte Ähnlich wie UCLA Restaurant Conference - Simon Mainwaring (20) Kürzlich hochgeladen (20) UCLA Restaurant Conference - Simon Mainwaring1. YOU ARE
WHAT YOU MAKE.
How to inspire guests to build
your business with you.
Simon Mainwaring
Founder, We First
April 26, 2016
1
3. Every company, brand
And marketer is facing new
challenges to reach, engage
and sell to hyper-connected,
media-savvy, and always-on
consumers living in a
challenging world.
©2016 We First Inc. 3
4. Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
– Healthcare costs
– Environmental
damage
– Loss of biodiversity
– Gender inequality
Marketing has changed…
– Digital disruption – Quantified self
– Social media – Peer-to-peer
– Mobile commerce – Big Data
– Internet of Everything – Wearables
Consumers have changed…
– Media-savvy
– Well-informed
– Socially-conscious
– Hyper-connected
– Consumer activists
– Mobile focused
– Values-driven
– Always on
4©2016 We First Inc.
5. Shift from Me First to We First branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2016 We First Inc. 7
7. Purpose:
(Noun) The reason for which something is done
or created or for which something exists.
(Verb) One’s intention or objective.
8. 2016 Edelman Trust Barometer
80%
agree
“An organization can take
specific actions that both
increase profits and improve
the economic and social
conditions in the community
where it operates.”
up from 74% in 2015
Consumers expect companies to do more than
just make a profit.
©2016 We First Inc.
10. 2015 Cone Communications/Ebiquity Global CSR Study
2015 2013 2011
Very/Somewhat Likely (net)
90% 91% 94%
Given similar price and quality,
consumers are likely to switch
brands to one associated with a
good cause:
Consum
and env
making i
Very/Somew
©2016 We First Inc.
Consumers likely to switch to brands
associated with a good cause.
12. Globescan Regeneration Consumer Study
Consumers want to be part of the solution.
67%
consumers
globally
are interested in
sharing ideas, opinions
and experiences with
companies to help
them develop better
products or create new
solutions
72%
consumers
globally
believe in voting
and advocating for
issues important to
them
©2016 We First Inc.
14. 2015 MLS Group The Future of Business Citizenship
It must be made easy.
©2016 We First Inc.
15. The landscape of consumer activism.
Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios
©2016 We First Inc.
16. Purpose drives growth.
HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience significantly more growth than
those that do not.
Organizations that prioritize
& integrate purpose
Organizations that do not prioritize &
integrate purpose
©2016 We First Inc.
17. Purpose defines the values of a company.
17
Relationships determine the productivity, profit and
impact of the brand.
Values define how stakeholders relate to
each other.
©2016 We First Inc.
How purpose drives profit.
19. 1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
19©2016 We First Inc.
21. In today’s social business marketplace,
brands no longer show our separation or differentiation,
but our connectedness to values.
21©2016 We First Inc.
31. Consumers are driving story.
The first decision of a consumer is
do they want to be part of your story.
31
To inspire participation, the consumer must
be the hero of your story.
That story isn’t static but must evolve and mature.
©2016 We First Inc.
41. KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
41©2016 We First Inc.
44. People rise to the conversation
you grow around them.
©2016 We First Inc.
57. Shared
Planet
Different themes
establish, maintain
and expand
consumer
engagement
around your
conversation.
Gridlock in Congress Job Creation
Boycott Political Donations Same Sex Marriage
Post-Traumatic Stress Disorder
Online Employee Education
Racism
What Starbucks Knows
About America
©2016 We First Inc.
Starbucks – Shared Planet.
64. CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
64
The evolution of revolution is contribution.
©2016 We First Inc.
65. The goal is to transcend your products, service and
category to positively shape culture.
6065©2016 We First Inc.
67. In the fast casual/restaurant
industry, hunger is especially
crowded…
71. ‘Give Back’ Foundation Team
Sponsorship
71
Feeding America Partnerships: Food donations, Drive Out Hunger Tour.
The Cheesecake Factory.
Thanksgiving Day Feast
at Salvation Army
Annual Charitable Golf Tournament
Celebrity guests to kick-off
FA Hunger Action Month
Gift Card Donations
74. KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
74©2016 We First Inc.