transform your for every slide business into a of this...

Transform Your Business Into a Consumer DestinationConducted by Jon Schallert, President, The Schallert Group, Inc.

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© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com

Transform Your Business Into a

Consumer Destination

Transform Your Business Into a

Consumer Destination

Full notes of this entire keynote are available at:

JonSchallert.com/farming

© The Schallert Group, Inc.

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For every slide

of this session,go to:

JonSchallert.com/farming


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Destination Business PrinciplesDestination Business Principles

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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A business that’s so compellingly different,

customers say: “That’s the only place

I’m going!”

What’s a Destination Business?What’s a Destination Business?



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CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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How is your business different from every other business in

your industry?

Unique Positioning StatementUnique Positioning Statement


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Unique Positioning

2-4 paragraphs

Killer 1st sentence!

Must convey an emotion!

Unique Positioning StatementUnique Positioning Statement


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Brand: “The proprietary visual, emotional, rational, and cultural image that you

associate with a company, a product, a name or a

community."

Definition of a BrandDefinition of a Brand


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www.ClownBike.com - Rich Carraro


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© The Schallert Group, Inc.© The Schallert Group, Inc.

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www.ClownBike.com - Rich Carraro


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Text DESTINATION to 72000

Get access to 3 Unique Positioning Statement webinars, plus the tip sheet:

9 Steps to Developing a Great Unique Positioning Statement

Free Webinars and Tip SheetFree Webinars and Tip Sheet


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CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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3 methods to spotlight product:Micro-Niche product line

Signature items

Create a Monument

From most difficult to easiest

From most effective to least

Product SpotlightingProduct Spotlighting


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© The Schallert Group, Inc. © The Schallert Group, Inc.

© The Schallert Group, Inc.© The Schallert Group, Inc.© The Schallert Group, Inc.

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Pancake Billy’s Chuggable Maple Syrup


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© The Schallert Group, Inc. © The Schallert Group, Inc.© The Schallert Group, Inc.

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2011 changes (Feb BC)

Oxen on sidewalk: April 12

Oxen on roof: July 12

April increase: +8.49%

May: +11.16%

York’s Covered WagonYork’s Covered Wagon


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June: +17.20% (Record!)

July: +15.82% (Record!)

August: +10.66%

September: +7.14%

Sold store & retired: 2012

York’s Covered WagonYork’s Covered Wagon


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CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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Targeting Top ConsumerTargeting Top Consumer

Top 10%Least amount of marketing $$,

results in largest purchases

Majority of customersReliable return on marketing

expenditures

Bottom 10% Every dollar spent returns fraction

of marketing investment

Total Available Customer

Base


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1. Every ad either contributes or erodes your Unique Positioning

2. It takes 10 to 16 times the money to get a new customer than it costs to bring an existing customer back.

3. It takes an advertising message a minimum of 8-12 times to impact a consumer, in an ideal competitive environment.

Advertising PrinciplesAdvertising Principles


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Word-of-mouthTestimonialsReferralsInternetPR (12 times!)As detailed in Under the Radar: Talking to Today’s Cynical

Consumer by Jonathan Bond & Richard Kirshenbaum

High Integrity MediaHigh Integrity Media


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Capturing database information is critical, in person and on your website

Create “hooks” that encourage customers to part with their contact information

Business card drawings, register-to-win, newsletters…

Capture Every Name!Capture Every Name!


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Database Development: Fivestars


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Loyalty app for bringing customers back

Fivestars: Shopping AnalyticsFivestars: Shopping Analytics

• 10,000 merchants, 10 MM customers

• Database with texting or emailing, with customized incentives

• Ian Peters: 415-299-7555

• [email protected]© The Schallert Group, Inc.

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Get.Fivestars.com/Destination


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CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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Google.com/business


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Once set up, you can enhance your business listing

Photos & videos and real-time updates

Provide service to customers and ask for a recommendation

Using Google My BusinessUsing Google My Business


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Explain that a recommendation can boost your Internet rank

Give them instructions:

You can hand them instructions on a card



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1. Go to Google.com/business

2. Search for your business name

3. Click “Write a Review”

4. Ask them to use your city, state, and company name



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5. …and other key business phrases in their review that will elevate your search engine rankings

Top 3 ranked businesses will appear at the top of the page



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FacebookFacebook

Posting has about a 2.6% organic reach: You must now pay to get placement!

1st option: Boost the post Easiest, but least targeted

2nd : Ads Manager

3rd : Facebook Live


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New Facebook Priorities: 2018New Facebook Priorities: 2018

Facebook’s priority: Meaningful social interactions

Never do ads or posts without targeting interests & demographics

Facebook Live posts show up more than standard posts


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Facebook Live via Facebook AppFacebook Live via Facebook App

Click “Live” or “Live Video”

Describe your video

Tap the “Go Live” button and 321 countdown starts!

Even if you’re not interacting, use Live posts!


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Facebook Ad TargetingFacebook Ad Targeting

Ads Manager give you more choices in targeting: Age, gender, interest, even target competitors’ pages!

Go to the “More Demographics” section for advanced targeting


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AlignableAlignable

Former Constant Contact leaders created the company

Great tool for networking & sharing with local businesses

Evolving like LinkedIn did

Create search engine optimized pages for events


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CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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12 times more likely to be believed than advertising

Written as news about your business

Should be controversial, timely, helpfulTop 2: Money and health

Marketing’s “fishing for marlin”

Generating Free PublicityGenerating Free Publicity


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$

Age of Business

Exponential SalesExponential Sales


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CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance


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Text DESTINATION to 72000

Get access to 3 Unique Positioning Statement webinars, plus the tip sheet:

9 Steps to Developing a Great Unique Positioning Statement

Free Webinars and Tip SheetFree Webinars and Tip Sheet


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Destination BootCampsDestination BootCamps


CEOwner



Legend Development





Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

6 More BootCamps in 20186 More BootCamps in 2018


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