lodgingcompanyagenda4

gregg bagni intro:

gregg spent seven years (49 dog years) as the svp of marketing & product development for schwinn cycling & fitness in boulder, colorado. he was part of the senior management team that successfully carried the ailing icon back to the number one position in the u.s. marketplace. after closing his tenure at schwinn gregg re-entered earth’s atmosphere and launched alien truth communications, a colorado based strategic brand and communications consulting firm.

ad age magazine voted him one of their “top 100 marketers” due to his inventive management style, understanding of the enthusiast mindset and ability to get earthlings to work together. he has appeared on the today show, good morning america, cnn and numerous other current event programs.

bagni’s client short list includes companies like: yakima, pearl izumi, clif bar, telluride ski area, swix, kodak, nvidia, colorado ski country, giant bicycles, w.l. gore, manfrotto, sage, rio, rei, perception, dagger, timberland, sierra designs, golite , eaglecreek, cannondale sports group and the true mind center for traditional chinese medicine. he has also provided pro-bono services to the international mtn bike assoc, bikes belong, csu, salvation army, thirst-aid.org and the national gold medal winning bob burger recreation center in his hometown of lafayette, co.

he claims he's not from our world and sometimes i actually believe him……

astral agenda

-the alien truth & 7 year olds-branding love mashup-clever, play & creativity-keeping it realist-orbital observations

-earthlings, relationships, you, tour&travel-quick drive-by ideas around your big 4

faux’thenticity

`interesting perspective

let’s talk about being a 7 yr old

hallucinate together

hallucinate together

legally hallucinate together?

tang

enitis

tang

enitis

Firehose

not all ideas are bullseyes

key is ability to tweak key is ability to tweak ideas to your brand & ideas to your brand &

marketsmarkets

baseball spring training

go back to basic?….grassroots

set the wayback machine….have you forgotten what brought you to the party, what made you big in the 60’s, 70’s and 80’s?

(baseball spring training photo?)

contribution mode

(need photo of something representing contribution?….collection plate, good will

guy, how bout a guy on a street corner panhandling?)

beg, borrow, & beg, borrow, & stealsteal

never take advice from an alien

disclaimer

-exceed expectations-lead by example-create memorable guest experiences-every guest is a v.i.p.

solve my problem

make me feel good

jiggyjiggyjiggyjiggyjiggy

this five minutes

of your life

marketing - (mahr-ki-ting] : noun : everything it takes to take a product from the drawing board and into the hands of the ultimate consumer. origin: 1555-65

Source; cardiovascular research and educational foundation,

brand

it’s not a slogan

it’s not an ad

campaign

it’s not a ceo talking

head

it’s not a ceo talking

head

it’s not a

website

it’s not a it’s not a sponsored sponsored athlete or athlete or

spokespersonspokesperson

it’s not a it’s not a sponsored sponsored athlete or athlete or

spokespersonspokesperson

so…what is a brand?

product with character personality love

product with character personality love

stories and

experiences

stories and

experiences

memorable

permanently change

permanently change

a promise you can

keepan expectation you must meet

an invitation to a cool

place

an invitation to a cool

place

brands package meanin

g

your products/services should be a direct reflection of your

brand

your products/services should be a direct reflection of your

brand

your products/services should be a direct reflection of your

brand

your products/services should be a direct reflection of your

brand

likelike is diluted lovemediocrewishy washythe “like” of the sport?i “like” ny tshirt?romeo “liked” juliet?

lovepowerfulchanges everythingdisruptiveconqueringthe root of good stuff in past and future

difference between like and love

teenager in love…

it's why they talk about you

love involves talking

help the love grow

love needs romantic talk value tools

cool tools like…..-your products & services-your staff-your location-crazy stunts-communication-promo-events -social media-emails-let'em know you understand

them…

love means you have to get out of the lazyboy

go to parties, bars, clubs, friends, online

brand logic vs. emotion

“logical core”

“emotional wrapper”

(barrel o monkey shot, I’ll get this one)

everything is

branding

everything is

branding

company brandand

personal brand

the power of your

own brandyou

mmm....brand good

only the clever survive

-used to be only the strong survive-used to be only the strong survive

-darwinian in nature-darwinian in nature

-finding out it's more than size and -finding out it's more than size and strengthstrength

wtf is clever?

clever?-skillful-well laid-cunning-witty-teachable-smart

"the strong take the

weak, and the clever take them

both!"

the first steam

engines & airplanes were toys

play is everywhere

encourage playwhen play is denied mood darkens

lab evidence there is play deficit like well documented sleep deficit

the universe is playful and creative…the bounce in a ball, a dance, meaningless moments makes day memorable

it's why they buy your stuff…

… maintaining balance by moving forward.

"I thought of that while riding my bike" -Albert Einstein, on the theory of

relativity.

differentiated

competitive position

undifferentiated

the progression of economic value

extract commodit

ies

make goods

deliver services

stage experienc

es

offer authentic experiences

market pricing premium

what the !&#@*#

is creativity?

the childlike ability to see the world from a unique perspective

to combine disparate elements in a way that makes sense to the creator

creativity can solve almost any problem. the creative act, the defeat of habit by originality overcomes everything. george lois

-breaking habits makes new neural -breaking habits makes new neural "connections""connections"-because it's all connected-because it's all connected-breaking nervous system patterns-breaking nervous system patterns-lefty mouse-lefty mouse

innovation

-inventive-originate-transformer

there’s only one way out….creativity

-change is the name of the game

-innovation inventiveness is essential to keep you head above water as waves of change keep rolling (get you off your tippy toes)

-without creativity you’ll be rolling out the same old solutions to new problems

3 types of creativity

-artistic creativity-discovery creativity-humor creativity

-terrestrial tunnel vision-comfort with the status

quo-lack of focus or

commitment-fear of mistakes-lousy team, bad energy

what stops creativity?

-we become inventors

-learning w/out restraint, exploring w/out fear

-start with your own world of influence and responsibility

-trust your ability to create newness

creativity only lives when you build, ship &

deliver

“the two most engaging powers of an author are to make new things familiar, familiar things new”

william thackeray

our heads are round so that thoughts can change direction. –francis picabia, painter and poet (1879-

1953)

pay attentionpay attention-orbitally observe earthlings all the time -orbitally observe earthlings all the time -think alien'esque or seinfeld'esque or -think alien'esque or seinfeld'esque or something'esquesomething'esque

-if you weren't from this planet…how would -if you weren't from this planet…how would things look?things look?-carry an idea diary to keep your brain in -carry an idea diary to keep your brain in shapeshape-use your camera to record things-use your camera to record things

-use all 5 senses (maybe 6?)-use all 5 senses (maybe 6?)

-actively listen-actively listen

-leadership is paying attention-leadership is paying attention

don't go it alonedon't go it alone

-find partners & collaborators-find partners & collaborators

-find safe places to bounce ideas off of, -find safe places to bounce ideas off of, others you can share your energy withothers you can share your energy with

-you don't have to be alone to be -you don't have to be alone to be creativecreative

get creative making get creative making contactscontacts

-networking…..netpuking-networking…..netpuking

-take yourself out of your comfort zone-take yourself out of your comfort zone

-when not traveling get out at least 1-2 times -when not traveling get out at least 1-2 times a week with people you don't knowa week with people you don't know

black hole syndrome

(black hole photo)

energyenergy

-everything on your planet contains -everything on your planet contains energyenergy

-energy contains information-energy contains information

-learn to borrow and share energy-learn to borrow and share energy

-use action/non-action-use action/non-action

wow….we just covered

-the alien truth & 7 year olds

-branding love mashup-clever, play & creativity

pie is pie is love !love !

pie is love !

keeping it realist

new wave of time & money scarcity

-always be prepared to change quickly

-expect change, embrace change

-you should be the one to destroy your own business model

consumers play rough, even when they like you. they're on

their way to taco bell and they're calling it taco hell. it's the way they play with their

friends

first rule of business: retail or wholesale…..in any industry, just do what you say are going to do. i could charge $1000/head teaching this some weekend. don’t make excuses, just commit and follow through. this should not a differentiating proposition in my mind. it should the benchmark of basic inclusion in the business family, but for many it is an insurmountable challenge – i’m sure you have seen it hundreds of times.

-guy who didn’t want me to use his name

what business are you really in?

tour and travel?vacation?

family, 3 generation get together

distractionfun relaxation

make me forget business

sleepescape

“pretend that every single person you meet has a sign around his or her neck that says, “make me feel important.”

-mary kay ash,founder of mary kay cosmetics

freedom

making your numbersmaking your numbers

too territorial

Universe picture

Pictgure of earth

someorbital

observations……

we are all students together

anyone

anything

standardized service

stylized service

standardized service vs. stylized service

standardized service vs. stylized service

-being in the moment-adjusting your spinal tap

volume level-audience adaptation-modeling/mirroring behavior

mind adjustment

the first step of personal insight

impervious to random acts of disconnection

Assess, adapt, act

Insert gavia video here?????

Assess, adapt and act

Gary: attend, adapt, act (added anticipate)

Assess : ask yourself the hard questions and face the facts

Adapt : how do we move forward? Analyze each piece? Look at moves to get you going again

Act : bust a move, take the risk, be prepared to take action

The fourth which is actually the first one you add in when you start to get proficient at the other three?

Anticipate

You begin to get a handle on what is on the way (sometimes!)

giving direction(s)

commandment number one for any truly civilized society

is this: let people be

different. -david grayson, journalist, author (1870-

1946)

the lovetriangle

brand

respect safety

worst idea exercise

so what?if you make a bad first impression

No more“phrase that pays”.

• How may I help you?• Guest service is an attitude not a department!• There’s no traffic jam in the extra mile, because no one is

going there.• If we don’t take care of our customers, someone else will• And so on and so on....

turn ideas into results

turn ideas into results

guests never want to hear…

-no…we can’t do thatlet me look into that…in the meantime, we can (provide alternatives)…

-it’s company policydo you really want to say policy is more

important than them?show them how the policy has a benefit to them

-i don’t knowconcierge exercise

four basic guest needs

to feel understoodto feel welcometo feel importantto feel comfortable

Lifties = gateway to paradiseYou work where other people playDon’t take it for grantedTelski story : buttons, haircuts, facial hair, fire and rehire

service = information plus personality

Iq

Eq

vq

LAST

L Listen

A Apologize

S Solve

T Thank

alien abductions process1…listen :

Nothing common about common senseAlmost everything is learnedIt has to be taught, practiced, noticed and rewarded.

7 laws of influence

• Reciprocity : you give me something I’ll give you something• Authority : we’ve been in business 46 years• Social proof : this is our most popular model• Commitment/consistency : all cars go thru our 27 point safety

check at no charge• Liking : people buy from people they like• Scarcity : we only have one left in stock

passionpassion the intensity

of complete attention

the intensity of complete attention

Communication

The illusion that it's happening

You can never "not communicate”

But you don’t want to over overcommunicate

But you have to over communicate?

The opposite of love isn’t hate it’s ignore

You can't change, heal or save anyone who doesn't want to be changed, saved or healed. If you try you'll make yourself mentally or physically ill.

Observe instead of absorb

Remain as cool as possible at all times

Everyone is allowed one as***le comment per day

Treat everyone as if they’d be dead tommorow

connect

HousekeepingMaintainenceFront deskadministration

-make sure you’re easy-earthlings are social

creatures-measure as much as

you can-don’t be afraid to

change-create cool touch points -be bold, brand as many

moments as possible-have fun

r.i.p...michael

r.i.p...farrah

r.i.p...ed mcmahon

r.i.p...walter cronkite

r.I.p…billy mays?

-branding-solve a problem-be compelling

-"wow" demo-show value

-call to action-ask for the order

-be more like billy?

• even thought you’re a ‘support” function to the mtn expereionce

• They still think you are vail or bc or steamboat?

Difference between pressure and stress

Pressure is good, stress not so good

Change you choose, change that chooses you

Iq/eq/vqEmpathyIn their shoes14 people with one heartDoing good deedsSubtle wonder

essentials for change-generate ideas

“if you have ideas there isn’t any limit to what you can do with our business and your life. they are man’s greatest assets” harvey firestone

-gather support“’people want to know, who says so besides you?” lenny

-present decisively“a bird doesn’t sing because it has the answer it sings because it has a song’ japanese proverb (when you believe in what you do your passion is what others will hear)

-see it through“be there to take the heat, show interest, build strength, have a laugh and set it free” anonymous member of the cosmic crew