cg&web 2010 xentio steve 30 million

GOAL

30

(Million)

What’s the Point?

Fame

Recognition

DONATIONS

AGREE

ACTION

ROI

What’s the Problem?

Most of them are REALLY

bad.

Why does this matter?

You’re killing us; your business; and your reputation.

Prove it, Steve

KILLING

Cycle of Doom

Bad Presentation

Communicate Poorly

Bad Image (yourself, company)

Less Sales (less jobs, customers)

Less Money

1

2

3

4

5

Bad Presentation

Communicate Poorly

Bad Image (yourself, company)

Less Sales (less jobs, customers)

Less Money

1

2

3

4

5

Communications Model

Creators Recipients

Messages

Media

ApproachImagine &

create amessage

Observe, understand,

believeACT.

(PRESENTING)

Input OutputPROCESSING

Communications Model

Recipients

Messages

Media

ApproachObserve,

understand,believe

ACT.(PRESENTING)

GOALPROCESSING

Communications Model

Recipients

Messages

Media

ApproachObserve,

understand,believe

ACT.(PRESENTING)

GOALPROCESSING

Bad Presentation

Communicate Poorly

Bad Image (yourself, company)

Less Sales (less jobs, customers)

Less Money

1

2

3

4

5

Cycle of Doom

Bad Presentation

Communicate Poorly

Bad Image (yourself, company)

Less Sales (less jobs, customers)

Less Money

1

2

3

4

5

Bad Presentation

Communicate Poorly

Bad Image (yourself, company)

Less Sales (less jobs, customers)

Less Money

1

2

3

4

5

Examples:

Slide #...56 (of 187)

56

Push and standardise e-channel (web touchpoint)

Source: XYZ Team

Topic description and scope

Description

• Achievement of a shift from manual/direct interaction with the customer to an electronic one (internet/EDI) and thus– Improving efficiency with corresponding DOE reduction– Decreasing DSO– Increasing compliance and accuracy of documentation/reporting– Gaining more customer insight, e.g., preferences, potential business– Satisfying customer requirements– Creating a new sales channel to tap small businesses and individuals– In addition to the above, define processes to motivate customers to use 100% the e-

channel

In-scope

• Processes incl.– Account creation (credit application)– Credit approval– Online quoting request– Compliance check of shipment and compliance support– Specification of requirements for implementation of a self-service (e.g., e-selling) customer

portal potentially reusing existing customer facing applications– All currently offered value added services– Integrated up- and cross-selling– Customer e-connectivity, i.e., link to standard e-procurement tools– Interfaces to other channels, e.g., customer self-service

Out-of-scope

• Product design, pricing definition, and tariff and product maintenance• New track & trace systems• New tariff and pricing system• Customer master data base• CRM analysis• Customer service functionality• Roles and responsibilities for the organisation (sales, operations, finance, etc.)

Strategic themes

Business relevance and implementation complexity

DOE reduction

Customer intimacy

Trans-parency

Business risk

Implementa-tion complexity

2 Low Moderate High

And now, Slide #58 (of 187)

58

Physical operations (2/4) 5

Execute export operations

Perform freight handling instructions as per local requirements

M M I/O

Get sign-off from carrier (shipment acceptance)

M M I/O

Core operations system Transactional operations

* Trucks, plane, etc. ** Overall contour, e.g., Q6, Q7

• Shipmentmonito-ring

Transactio-nal ops

• SOP

Performfreighthandlinginstruc-tions

M M I/O M M I/O

Do build-up (consolidation)* and map shipment to ULD/ move-ment

M M I/O

Present documen-tation to customs

M M I/O

Produce shipment labels

M M I/O

Check weigh (and dimen-sions)

M M I/O

Map ULD to move-ment*

M I/O

Get sign-off from carrier (shipment accep-tance)

M

Transactio-nal ops

M M I/O

Source required ULD

• Capa-city

M M I/O

Store and label freight*

M M I/O

Confirm ULD contour

• House bill

• Weigh• Dimen-

sions

• Relevantdocumen-tation

AFR

Perform freight handling instructions

Store and label freight*

Perform con-solidation and map to container (LCL only)

Get sign-off from carrier (shipment acceptance)

M M I/O M M I/O M M I/O M M I/O

Core opera-tions system

Transactional operations

Transactional operations

• SOP

Transactional operations

• House bill

OFR – LCL

OFR – FCL

Transactio-nal ops

Transactio-nal ops

Transactio-nal ops

Transactio-nal ops, capacity management

Transactio-nal ops, customer service

Transactio-nal ops, customer service, capacity mgmt Customs• ULD

con-tour**

And now, Slide #60 (of 187)

60

Sales1Actual revenues Actual costs

Internal rates Main interactions

Product/capacity management3

Sales Transactional operations1 4 Customer service Physical operations2 5

2

3

Cus-tomer

Targets• Customer/

account profit-ability

• Volume targets• Fulfillment of

committed fore-cast given to capacity mgmt.

• Performance of accounts pipeline (new/existing customers)

Customer facing• Undi-

fferenti-ated by product

• Split by custom-er type and sales channel

Out-side sales

Self service sales

Inside sales (centra-lised)

Tra

de la

ne e

xper

ts

Sec

tor s

trat

egy

Key activities• Farming and hunting of

customers• Single customer contact

(key account manager for nominated accounts and pool of account managers for non-nominated accounts)

• RFQ management• End-to-end product

configuration and pricing• SLA calculation• Business development

(incl. marketing strategy)• Campaign management• Administrative support for

sales (e.g., agenda planning, data gathering)

• Implementation Back office

Non customer facing

Sales account managers (outside and inside sales) liaise with relevant customer service key account/front-office responsible on• End to end service pricing (sales

ownership)• Relevant customer events

identified by sales or CS• Potential leads (up-selling/

potential churn) identified by CS

Trade lane experts (sales) liaise regularly with route managers (product/capacity mgmt) on• Bilateral commitments on cargo

volumes (sales) and pricing (capacity mgmt.)

• Capacity imbalances/required cargo identification and special deals creation

• New product design and developments (capacity mgmt)

• Owner of customer relationship• Contract/terms definition and

SOP creation

Staff, facilities, other costs

Source: XYZ Team

Can you imagineHOW I/YOU will FEEL

186 (of 187)

187 (of 187)

Will I

?

BAD•Communication•Presentations

Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed

Good Presentations:

1.GOAL

GOAL

ROI

Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed

Good Presentations:

2. SIGNIFICANCE

Why do you present?1. Your boss told you to?2. Give information?3. Create Meaning!

Significance

Meaning = Passion1. Passion = energy2. Energy = excitement3. Excitement = attention4. Attention = ACTION!!

Significance

Communications Model

Recipients

Observe, understand,

believeACT!!

GOAL

Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed

Good Presentations:

3. STRUCTURE

1. Make an opening• What is this going to be

about?• State your GOAL.

Structure

2. Tell a STORY• We love stories.• Use examples (story).

Structure

2-3 million years

Structure

3. Make a limited # (3-4)of points

• We won’t remember more anyway…

Structure

4. Close the Story• Provide a summary,

restate your GOAL.

Structure

Story = IMPACT

Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed

Good Presentations:

4. SIMPLICITY

Simplicity

“I apologize for thelength of my letter, butI didn’t have time to write a short one.” - Mark Twain

Simplicity

Simplicity:•Keep it simple, stupid (KISS)

Simplicity

Simplicity:•Focused: limit your message

Simplicity

Simplicity:•Re-write, re-write, re-write (shorter and more concise)

Simplicity

Simplicity:•Big words are NOT impressive, (they alienate your audience)•You want your audience to UNDERSTAND

Simplicity

Simplicity:•PowerPoint is not a book•If you feel the need to present me 187 pages of text, WRITE A BOOK.

Simplicity Design Rules1. One idea per slide2. Few matching colors3. Few fonts4. Images, not text

Simplicity

Images = IMPACT

Example:(images & story)

Facts and Figures on Hunger and Poverty

• In 2005, almost 1.4 billion people lived below the international poverty line, earning less than BGN 2 per day.

•Among this group of poor people, many have problems obtaining adequate, nutritious food for themselves and their families. As a result, 947 million people in the developing world are undernourished. They consume less than the minimum amount of calories essential for sound health and growth.

•Undernourishment negatively affects people’s health, productivity, sense of hope and overall well-being. A lack of food can stunt growth, slow thinking, sap energy, hinder fetal development and contribute to mental retardation.

• Economically, the constant securing of food consumes valuable time and energy of poor people, allowing less time for work and earning income.

• Socially, the lack of food erodes relationships and feeds shame so that those most in need of support are often least able to call on it.

15,000,000(Children only)

41,096(Day)

1,712

While we sat here(1 hour)

(dead)

While we sat here(1 hour)

1,712

Children

(died)

Emergency reliefProgram

HELP (Please: donate)

HELP (Please: donate)

YOUR HELP

IMPACT

Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed

Good Presentations:

5. REHEARSED

Relevant

Designers, Copy, Ad, Marketing

Pitch

We don’t care:• About you being #1• About your creativity

(Or, we shouldn’t)

We DO care• About ROI• And what you can do for

ME, and my business.

?

We understand your business needs.

Sure, we are creative.

But we realize thatfor every EUR you spend, youneed 1+ EUR back.

“If it doesn’t sell, it isn’t creative.” - David Ogilvy

Our campaign

Incorporate best practices

• We illustrated a benefit• ADS WITH BENEFIT

SELL MORE

Incorporate best practices

• Didn’t use riddles• Didn’t use platitudes

(meaningless phrases)• SELL LESS

Incorporate best practices

• Easy to understand• SELL MORE

Incorporate best practices

• TOLD them what to DOACTION = SELLS MORE

Headline

MS causes impotence& paralysis.It can happen to anyone.

Caption Underneath

We’re working on a cure,but we need your help.Please donate:

Tested it

Limited run

Tested it

WHY?

Tested it

WORKS!

Tested it

Special account # for donations

Tested it

WHY?

Results:

MS donations increase25%, or 250,000 EUR overthe run of the ad.

Results:

Company went nation-wide

Results:

MS Donations increased2.2 MILLION EURO.

Summary:• Keep your GOAL in mind (ROI)

• Have MEANING (or don’t do it)

• Have STRUCTURE (story)

• Keep it SIMPLE (understanding = action)

• REHEARSE (practice makes perfect)

• You’re selling YOU.