start with why: marketing your business & auctions differently kevin oldham vp - united...
TRANSCRIPT
Start With WHY: Marketing Your Business &
Auctions DifferentlyKevin Oldham
VP - United Marketing Services
UMarketingServices.com
WHY Are You In The Auction Business?
What is the commonality?
THEY STARTED WITH
WHY
The Golden Circle
WhatEvery organization on the planet knows WHAT they do. These are products they sell or the
servicesthey offer.
The Golden Circle
WhatEvery organization on the planet knows WHAT they do. These are products they sell or the
servicesthey offer.
HowSome organizationsknow HOW they do it. Theseare the things that makethem special or set themapart from their competition.
The Golden Circle
WhatEvery organization on the planet knows WHAT they do. These are products they sell or the
servicesthey offer.
HowSome organizationsknow HOW they do it. Theseare the things that makethem special or set themapart from their competition.
WhyVery few organizations know WHY they do what they do. WHY is not about making money. That’s a
result. It’s a purpose, cause or belief. It’s the very reason your organization exists.
The Golden Circle
The Golden Circle
The Golden Circle
When Motivated by WHY, Success Happens
Samuel Pierpont Langley
•Turn of the century dot com boom•New technology changed how people imagined the future•Langley was an inventor focused on building world’s first lighter than air flying machine•Extremely well funded, educated, friends with Alexander Graham Bell and Andrew Carnegie•Money was no object - $50K grant from War Department (DoD precursor)•Dream team of brightest minds – NY Times followed everywhere
WHAT
When Motivated by WHY, Success Happens
So What’s The Problem? •Langley had a bold goal•No clear sense of WHY•His purpose for building a plan was defined in terms of WHAT he was doing and WHAT he could get•Passion for aeronautics since young age, but he did not have a cause to champion•Motivation: First, Fame and Wealth
Result: •Test flight landed in Potomac River•Very few of us have heard of Samuel Pierpont Langley. •Cared so much about what others thought•Preoccupied with fame
WHAT
When Motivated by WHY, Success Happens
WHYThe Wright Brothers•Same bold goal as Langley•No recipe for success (actually had a recipe for failure)•No funding or government backing•No high level connections•No college educations•Funded dream with their bicycle shop proceeds
What was so special about the Wright Brothers?•They had a dream•Knew WHY it was important to build a flying machine•Believed if they could figure this problem out it could change the world•They imagined the benefits to society, not prestige
Result•December 17, 1903•Kitty Hawk, NC•59 second flight•120 feet of altitude•Speed of a jog•Achievement went relatively unnoticed•Driven by something larger than fame or glory.•The brothers were content to wait to tell the world.
When Motivated by WHY, Success Happens
WHY
Wright Brothers• Tried to create flying machine• Highly motivated• Strong work ethic• Keen scientific minds
• Excited by human spirit of those around them
• Started with WHY and made history
Wright Brothers Started with WHY
WHY WHATSamuel Pierpont Langley•Tried to create flying machine•Highly motivated•Strong work ethic•Keen scientific minds
•Paid for talent to help him get rich•Started with WHAT and quit shortly after Wright brothers took flight. •He failed and not try to improve on their success.
If Apple Communicated Like Most Companies:•We make great computers•They’re beautifully designed, simple to use and user-friendly.•Want to buy one?
How Apple Communicates:•Everything we do, we believe in challenging the status quo. We believe in thinking differently.•The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.•And we happen to make great computers.•Want to buy one?
Apple Starts With WHY
Martin Luther King Jr. Started with WHY
Are these people here to see Dr. Martin Luther King Jr.? NO……•Dr. King wasn’t the only person alive during the 60’s who knew WHAT had to change to bring about civil rights in America•His clarity of WHY gave him the strength and energy to continue to fight against all odds•Many others like him who gave up after defeat•No one person can effect lasting change•It took others who believed Dr. King’s WHY•250,000 people showed up…for themselves
Martin Luther King Jr. Started with WHY
Dr. King’s WHY was developed as a result of the time and place in which he was born and the color of his skin, but the civil rights movement served as the ideal platform for him to bring his WHY, his belief in equality, to life.
WHAT at Work
• We’ve got a product, a new product.• It pauses live TV.• Skips Commercials.• Rewinds live TV.• Memorizes your viewing habits and records shows on your behalf without
you needing to set it.
Consumer response: “I don’t understand it. I don’t need it. I don’t like it. You’re scaring me.”
Same Product…starting with WHY
• If you’re the kind of person who likes having total control of every aspect of your life, boy do we have a product for you.
• It pauses live TV.• Skips commercials.• Rewinds live TV.• Memorizes your viewing habits and
records shows on your behalf without you needing to set it up.
• Wanna buy one?
WHAT at Work
• Used features to sell (170 channels / no commercials / celebrity endorsements)
• Satellite has not displaced commercial radio in a meaningful way• Merged XM and Sirius hoping the joint forces would change their luck• Today – offering discounts, promotions and a claim of being “America’s
#1 satellite radio service with over 170 channels” to push the product
MARKETING YOUR BUSINESS AND AUCTIONS DIFFERENTLY
Start with WHY
Start with WHY: Marketing Your Business
DifferentlyWHY
Start with WHY: Marketing Your Business
Differently
WHY
Start with WHY: Marketing Your Business
Differently
WHY
• 2,000 attendees exposed to UC• Only real estate franchise present• Met brilliant forestry students and
exposed them to UC and real estate as a career
• Connections made between foresters and UC offices
• All messaging started with WHY
Start with WHY: Marketing Your Business
Differently
Start with WHY: Marketing Your Business
DifferentlyWHY
Start with WHY: Marketing Your Business
DifferentlyWHY
Start with WHY: Marketing Your Business
Differently
WHY
Start with WHY: Marketing Your Auctions
DifferentlyWHY
Start with WHY: Marketing Your Auctions
DifferentlyWHY
Start with WHY: Marketing Your Auctions
Differently
WHY
Start with WHY: Marketing Your Auctions
Differently
WHY
Final Thoughts On Starting With WHY…
• Start with WHY to stand out from the crowd
• Start with WHY to recruit auctioneers or team members with common values
• Start with WHY to convey the reason(s) you wake up every day and choose to be in the auction business.
• Start with WHY to position your properties differently in the market place
• Start with WHY because your competition isn’t
