The First Order of Business - Garden Center Fall Event 2016

We are the
most distracted
generation in
the history of
the Earth.

How many of you check your phone
before you get out of bed?

Tony Schwartz
New York Times, 11/28/15
According to one recent survey [by Adobe], the average white-
collar worker spends about six hours a day on email. That
doesn’t count time online spent shopping, searching or keeping
up with social media.
The brain’s craving for novelty, constant stimulation and
immediate gratiﬁcation creates something called a
“compulsion loop.” Like lab rats and drug addicts, we need
more and more to get the same effect.
Endless access to new information also easily overloads our
working memory. When we reach cognitive overload, our ability
to transfer learning to long-term memory signiﬁcantly
deteriorates. It’s as if our brain has become a full cup of water
and anything more poured into it starts to spill out.
“

The average consumer?
The average teenage girl?
Disengaged workers?

How do you possibly
communicate
powerfully in this
Age of Rapid
Distraction?

Now that the cycle of new is eating
itself in a race to ever-faster, there's a
bigger chance to make long term
change by consistently focusing on
what works (and what's important),
not what's new and merely shiny.”
-Seth Godin
“

What are we
going to do
today?

I’m going to give
you a glimpse
behind the curtain
at what’s worked.

Intuitively for
more than
two decades.

It’s been my
obsession to give it
structure for over
four years.

There is nothing more disenchanting to
man than to be shown the springs and
mechanism of any art. All our arts and
occupations lie wholly on the surface; it is
on the surface that we perceive their
beauty, ﬁtness, and signiﬁcance; and to
pry below is to be appalled by their
emptiness and shocked by the coarseness
of the strings and pulleys.”
“
Robert Louis Stevenson
Author

Simple can be harder than
complex: You have to get
your thinking clean to make
it simple. But it’s worth it in
the end because you get
there, you can move
mountains.

YOU’RE SMART
ENOUGH TO
UNCOVER THE
RIGHT ANSWERS

You were
actually the first
to see it!

Goals &Values
Strategic Planning
GOALS AND VALUES
STRATEGIC PLANNING

Goals &Values
Strategic Planning
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE

Goals &Values
Strategic Planning
Customer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

Goals &Values
Strategic Planning
Customer Experience
Messaging
MediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

Because of the
nearly limitless
distractions, your
team MUST be on
the same page.

“What is it,
speciﬁcally we’re
trying to make
happen?”

If asked privately
and separately,
would your team
give me the same
answer?

Is your team singing
the same song,
playing the same
score, running the
same play?

“What’s your 20-
year vision?”

“What do you need
to do in the next two
years to set up that
vision?”

“What ﬁve to seven
things need to
happen?
What’s most
important?
What’s in your way?”

1. Speciﬁc
2. Measurable
3. Actionable
4. Realistic
5. Time-Bound

“What’s the ﬁrst
step?”

“Who will do what
by when?”

DAILY.
WEEKLY.
QUARTERLY.
ANNUALLY.

CELEBRATE!
CELEBRATE!
CELEBRATE!

Tell me about your
last three parties,
and I will tell you
about your company.

What tools will you
and your team use
to help you get
where you’re going?

VALUES DETERMINE
THE STRENGTH OF
YOUR BRAND

An Energy of Words has
existed since the day He said,
“Let there be light.”
Learn how to use this energy.
You are created in His image.
Roy H. Williams

YOUR GRANDMA
PLAYING THE SAXOPHONE
OUTSIDE YOUR GARDEN CENTER
WEARING A RASPBERRY BERET
AND ELTON JOHN’S SUNGLASSES
IN A YELLOW POLKA DOT DRESS
RIDING A GIRAFFE

YOUR COMPANY
A brand is simply the sum total of all
the mental images and feelings - good
and bad - a customer has about your
company ... even if that customer
hasn’t done business with you yet.

<SIGHTS. SOUNDS. SMELLS.>
<TASTES. TOUCHES. MOODS.>
<PEOPLE. RELATIONSHIPS.>

We buy what we buy because
our choices remind us -
and tell the world around us -
who we are.
WHOAREYOU?

Building a strong brand
is simple, but that
doesn’t mean it’s easy.
WHOAREYOU?

All you have to do is
mirror the values you
already hold dear ...
as do thousands of
others in your market…
in the words you use to
reﬂect your values.
WHOAREYOU?

© 2008 | Wizard of Ads | All Rights Reserved
You’re not a $100 bill.
Not everyone is going to
like you.
HOBBY
LOBBY

Do you know what you
stand for?
Do you know what you
stand against?
Shape your company in
your image.

What do you think?
How do you act?
How do you see the
world?

Accomplishment
Accountability
Accuracy
Achievement
Advancement
Adventure
Affection (love and caring)
All for one & one for all
Arts
Beauty
Calm, quietude, peace
Challenging problems
Change and variety
Cleanliness, orderliness
Close relationships
Commitment
Discovery
Ecological awareness
Economic security
Effectiveness
Efﬁciency
Equality
Ethical practice
Excellence
Excitement
Fairness
Faith
Fame
Family
Fast living
Financial gain
Flair
Freedom
Friendships
Fun
Generosity
Global view
Gratitude
Growth
Hard work
Harmony
Having a family
Helping other people
Honesty
Honor
Independence
Individuality,
nonconformity
Inﬂuencing others
Punctuality
Purity
Quality of work
Quality relationships
Recognition (respect from
others, status)
Regularity (predictability)
Relationship with God
Religion
Reputation
Resourcefulness
Respect for individual
Responsibility and
accountability
Responsiveness
Results-oriented

A brand diamond consists of
five values that reflect how a
person or company
thinks, acts, and sees the world.

Consistent, frequent use of their
five values has helped our clients
grow by double- and triple-digit
percentages over our years together.

They make you feel how you feel by
consistent, frequent use of their
five values.

CLEAR
WISE PLAYFUL
GENEROUS
COMMUNITY

You’ve always had these values…
even if you haven’t always
consciously been using them.

YOUR GOALS
+
YOUR VALUES
=
YOUR PURPOSE

HOW DO YOU UNCOVER YOUR
GOALS, YOUR VALUES,
AND YOUR PURPOSE?

GOALS AND VALUES
STRATEGIC PLANNING

Strategic
Planning
Made Simple
1. Stuff You Can
Control
2. Stuff You Can’t
Control
3. Stuff You Can’t
Control YET…

Stuﬀ You Can
Control
1. Systems, Policies,
Products, Procedures
2. Your Marketing
Budget
3. Your Causes
4. Your Team

Stuﬀ You Can’t
Control
1.Your Market
Potential
2.Your Competitors
3.Acts of God

Stuﬀ You Can’t
Control… YET
1.Your Blind Spots
2.Your Unleveraged
Assets

SYSTEMS, POLICIES,
PRODUCTS,
PROCEDURES
CHOICES & OBSERVABLE ACTIONS
THAT MANIFEST YOUR CORE
VALUES AND PURPOSE
IN EVERY TOUCH POINT

EVERY INTERACTION
WITH A CUSTOMER
OR CUSTOMER-TO-BE

Trafﬁc
Leads
Prospects
Customers
Unawareness
Repeat Customers
Evangelists
Awareness
Comprehension
Conviction Action
Purchase
Follow-ThroughSales Cycle
EVERY INTERACTION
WITH A CUSTOMER
OR CUSTOMER-TO-BE

HOW CAN YOU USE
YOUR VALUES TO
IMPROVE THOSE
TOUCH POINTS?

Certain percentage of
projected revenue.*

How long have you
been in business?

How much do you
markup your product?

What’s the competitive
environment?

How visible is/are
your location(s)?

How expensive is/
are your location(s)?

What causes and
community projects
will you support?

How much do you
budget for customer
retention?

What’s the value of a
customer/patient over
her lifetime?

How much does it cost
to acquire a new
customer/patient?

What’s your
conversion rate?

What are you willing to
risk with an awesome
guarantee?

How much do you
really want to grow?

Are you really willing
to pay the price for
that growth?

These questions remind
you it’s far easier and
more proﬁtable to keep
current patients happy
than to acquire new ones.

To what will you
donate your time,
talent and treasure?

Do you have the right
people in the right seats?

Do they get measured and
rewarded for whatever it is you
hired them to help you do?

Do you know the three keys
to employee loyalty?
(They aren’t money.)

Are you capable of
leading them where you
want to go?

Do you share the
qualities of our most
successful clients?

What are their systems,
policies, and procedures?

What do they say in
their ads?

“What are two things I
need to hear about our
company?”

“What goes wrong
when customers
don’t buy?”

Goals &Values
Strategic Planning
Customer Experience
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE

SEQUENCING TOUCHPOINTS TO
MAP THE CUSTOMER’S JOURNEY
FROM UNKNOWN TO ADVOCATE

DIFFERENT CUSTOMERS
HAVE DIFFERENT JOURNEYS

STARTING WITH YOUR MOST
IMPORTANT CUSTOMERS

MOM
CRY
MADE
MY
a guide to
Shareworthy Customer Service
BEST
BUY
TIM MILES

14 FACETS OF
SHAREWORTHY CUSTOMER
SERVICE

TUNE YOUR CUSTOMER
EXPERIENCE USING YOUR
TEAM TO TUNE THE 14 FACETS

1. WHAT IS THE COMMON
DENOMINATOR OF ALL THE
PEOPLE WE’RE TRYING TO
ATTRACT?

2. WHAT EMOTIONAL
TRIGGERS ATTRACT THEM
TO THAT COMMON
DENOMINATOR?

3. WHAT IS THEIR GREAT
FRUSTRATION? WHAT IS
THEIR UNSCRATCHED ITCH?

WHAT ARE THE THREE
QUESTIONS YOU GET
ASKED ALL THE TIME?

WHAT ARE PEOPLE’S MOST
COMMON OBJECTIONS AND
HOW DO WE OVERCOME
THEM?

WHAT LIFESTYLE EVENTS
CAUSE PEOPLE TO NEED US?

How did someone beneﬁt from
one of our systems, policies,
products, or procedures?

How did someone beneﬁt from
one of our systems, policies,
products, or procedures?
tell me that story…

TALK TO THE CUSTOMER
ABOUT WHAT MATTERS TO
THE CUSTOMER IN THE
LANGUAGE OF THE CUSTOMER

THERE’S NOTHING
MORE POWERFUL THAN
WORD-OF-MOUTH.

HERE’S WHERE THAT
APPLICATION OF YOUR
VALUES PAYS OFF.

AT WHICH STAGE OF THE BUYING
CYCLE ARE PATIENTS? HOW CAN YOU
MAKE IT EASIER FOR PATIENTS TO DO
BUSINESS WITH YOU? STAY WITH YOU?
TRY YOU OUT?

RETURN FULL CIRCLE SO THE
PATIENT IMAGINES HERSELF
HAVING SUCCEEDED.

MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

Relax. Pick. Focus. Learn.
If you’ve built a strong
foundation using the ﬁrst
order of business, you’ll be
positioned strongly to
succeed.

I’ve never seen a business
fail because they chose the
wrong advertising channel.

But I’ve seen hundreds fail
because they said the wrong
thing or delivered a poor
experience.

What you say
Where you say it
How you act

Where you say it
But only ONE medium was used!

The Myth of Media Mix
$1,590,000,000
$957,000,000
$449,000,000

• radio

• ppc / seo / retargeting

• cable tv

• broadcast tv

• outdoor

• email

• direct mail

• social / content

• video / preroll

The Three Kinds of Three Kinds of Media

PAID
EARNED
OWNED

PAID
EARNED
OWNED
(RENTED)

TACTICAL
SOCIAL
STRATEGIC

TERRESTRIAL
DIGITAL
PERSONAL

UNAWARENESS
AWARENESS
COMPREHENSION
CONVICTION
ACTION
BUYING FUNNEL

1) Ask for references of similar size
companies if not similar business category.
2) Make sure they’re market exclusive.
3) Ask for case studies of problems they've
solved using different media channels
4) Observe how they market themselves.

• It’s never been simpler to
learn how to use various
tools - the various channels
- well. There are tutorials
everywhere.

• The hard part is knowing
what to say and how to say
it and live it.

• Now you know.

• The rest is up to you.

Remember:
I’ve never seen a business fail
because they were reaching
the wrong people, but…

RITA PIERSON, TED EDUCATION
APRIL 2013

You were chosen to be in my
class because I am the best
teacher and you are the best
students, they put us all
together so we could show
everybody else how to do it.

And I gave them a saying to say:
"I am somebody. I was
somebody when I came. I'll be a
better somebody when I leave. I
am powerful, and I am strong. I
deserve the education that I get
here. I have things to do, people
to impress, and places to go."

You say it long enough, it starts
to be a part of you.

Teaching and learning should
bring joy. How powerful would
our world be if we had kids
employees who were not afraid
to take risks, who were not
afraid to think, and who had a
champion?

Every child employee deserves
a champion, an adult who will
never give up on them, who
understands the power of
connection, and insists that
they become the best that they
can possibly be.

Is this job tough? You betcha.
Oh God, you betcha. But it is
not impossible. We can do this.
We're educators. We're born to
make a diﬀerence.

Dr. Rita F. Pierson, the daughter of Hazel and Julius
Walker, was born October 27, 1951 in Houston, Texas.
She departed this life on Friday, June 28, 2013.
Most recently she was recognized for sharing her
expertise on the PBS production of TED Talks. The
ABC television news magazine, 20/20 reported,
"Educator Rita F. Pierson talks about the bond that is
missing between educators and students". It was viewed
and modeled for educators as far away as New
Zealand. Over one million online viewers watched the
2013 TED Talks. [It’s now over seven million.]
Rita possessed a keen sense of observation and rare
ability to accept and respect people for who they were.
She never met a stranger and her infectious humor
touched all with whom she came in contact.
“
Houston Chronicle
July 12, 2013

"I am somebody. I was
somebody when I came. I'll be a
better somebody when I leave. I
am powerful, and I am strong. I
deserve the education that I get
here. I have things to do, people
to impress, and places to go."

You say it long
enough, it starts
to be a part of
you.

Oh me! Oh life! of the
questions of these
recurring,
Of the endless trains of
the faithless, of cities
fill’d with the foolish…
What good amid
these, O me, O life?

Answer.
That you are here—
that life exists and
identity,
That the powerful play
goes on, and you may
contribute a verse.

timmilesco.com/tgc16
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING

The First Order of Business - Garden Center Fall Event 2016

The First Order of Business - Garden Center Fall Event 2016

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