breakthrough branding: doing business in the basin
DESCRIPTION
This is the slide deck from the workshop portion of the Basin Business Blender, held June 6, 2013 at the College of the Rockies. Thanks to presenter Jim Bottomley for making the slides available.TRANSCRIPT
Jim [email protected] 1
Breakthrough Branding:Breakthrough Branding:Doing Business in the BasinDoing Business in the Basin
Jim BottomleyJim BottomleyJune 6, 2013June 6, 2013
Today’s AgendaToday’s Agenda Future Trends impacting your businessFuture Trends impacting your business Improving Future Success:Improving Future Success:
1.1. Connecting vision to directionConnecting vision to direction- how to rally change?- how to rally change?
2.2. Breakthrough branding /marketing Breakthrough branding /marketing – – Better Benefit StrategiesBetter Benefit Strategies 3.3. Process Improvement Process Improvement
– – improving efficiencies/work designimproving efficiencies/work design44. Workplace culture and clusters . Workplace culture and clusters
– – new levels of collaborationnew levels of collaboration
The The FutureFuture????
?? ????
?? ????
Change results in Change results in bothbothopportunities and threatsopportunities and threats
ChangeChange
++__
The key to managing change isThe key to managing change isdetermining how to react to it...determining how to react to it...
Actions to embrace opportunitiesActions to embrace opportunities Actions to minimize or avoid threatsActions to minimize or avoid threats
Trend AreasTrend Areas1. Technology1. Technology2. Economic2. Economic3. Social/Cultural3. Social/Cultural4. Demographic4. Demographic5. Political/Legal5. Political/LegalTechnology is the lead-edge of Technology is the lead-edge of
change…change…
Jim [email protected] 7
Wealth =Wealth =Technology X ResourcesTechnology X Resources
New Technology comes New Technology comes fromfrom
CollaborationCollaboration-Maximum potential now -Maximum potential now
for innovation…for innovation…
Major World Economic ErasMajor World Economic Eras1. Hunter Gatherers1. Hunter Gatherers2. Agricultural Age 2. Agricultural Age (90% to 2%)(90% to 2%) 3. Industrial Age3. Industrial Age % of Jobs% of Jobs 19001900 19511951 19861986 19991999 2005 2005 20082008 20122012in Production in Production 69% 53% 30%69% 53% 30% 15% 13% 11% 7% 15% 13% 11% 7%
4. Information Age4. Information AgeA whole new set of opportunitiesA whole new set of opportunities
and challenges...and challenges...
More and More OptionsMore and More Options In 1980, there were 100 carIn 1980, there were 100 car
models mostly from the Big Threemodels mostly from the Big Three Today, consumers can pick fromToday, consumers can pick from
1,300 models from more than a 1,300 models from more than a dozen world-class co’sdozen world-class co’s
FUTURE: Specialized vehicles and FUTURE: Specialized vehicles and heavy equipment customized for the heavy equipment customized for the jobjob
Greater intelligence and collaboration Greater intelligence and collaboration throughout the supply chainthroughout the supply chain
From Mass MarketsFrom Mass Marketstoto
Niche MarketsNiche Marketsto ato a
Target Market of OneTarget Market of One
Trend Convergence:Trend Convergence: The Age of InnovationThe Age of Innovation
We are in an era of We are in an era of maximum change!maximum change!
We are entering theWe are entering the 5th Economic Era5th Economic Era
Jim [email protected] 12
The 5The 5thth Economy Economy Is Coming…Is Coming…
The Age of InnovationThe Age of InnovationA combination of…A combination of…
¤ DNA DNA ¤ ComputerizationComputerization¤ Robotics & Process AutomationRobotics & Process Automation¤ NanotechnologyNanotechnology
Driven by Driven by Customization & Customization & New levels of Customer CollaborationNew levels of Customer Collaboration
Big Opportunity 4 AdvancedBig Opportunity 4 Advanced Manufacturing!Manufacturing!
Industry TransformationIndustry Transformation World markets - finding your niche(s)World markets - finding your niche(s) New Methodologies:New Methodologies:
-Internet -Radio Frequency ID -Internet -Radio Frequency ID -Remote tracking and interactive care -Remote tracking and interactive care -Quality & Green Standards-Quality & Green Standards
Reducing costs – Reducing costs – collaborative automationcollaborative automation and and continuous process improvementcontinuous process improvement key key
Big wins in client satisfaction possible –Big wins in client satisfaction possible –interactive transfer of information – interactive transfer of information – knowledge/measurement has valueknowledge/measurement has value
Knowledge comes thru collaborationKnowledge comes thru collaboration
Cultivating your FivesCultivating your Fives Find out your 5’s and engageFind out your 5’s and engage They can become your market They can become your market
intelligence, salesforce, researchers and intelligence, salesforce, researchers and promoters promoters
Remember it’s about meeting needs… Remember it’s about meeting needs… Key Question: Key Question:
Why should someone engage? Why should someone engage?
(quality, reliability, convenience, quick (quality, reliability, convenience, quick turnaround, great results, customization, turnaround, great results, customization,
excellent relationship)excellent relationship)
The Information Beast The Information Beast Has Escaped the ZooHas Escaped the Zoo
Microsoft Data predicts the world’s Microsoft Data predicts the world’s information data base will double information data base will double every 7 days by 2020every 7 days by 2020
24/7 communication access24/7 communication access Info attacks us everywhere and Info attacks us everywhere and
anywhere anywhere +4,000 ad messages / day+4,000 ad messages / day We’re Good at Tuning Stuff Out…We’re Good at Tuning Stuff Out…All communications must be clearer All communications must be clearer
and focus on stakeholder needs…and focus on stakeholder needs…
The Ultimate Regional Alliance: The Ultimate Regional Alliance: Forming Regional Clusters Forming Regional Clusters
Centres of Excellence are Centres of Excellence are mostly associated with research mostly associated with research onlyonly
Clusters focus on area of lead-Clusters focus on area of lead-edge need, with collaborative edge need, with collaborative public and private sector public and private sector partners conducting research, partners conducting research, commercialization and serving to commercialization and serving to promote regional economic promote regional economic growthgrowth
Many Productivity Network Many Productivity Network Cluster Opportunities in WestCluster Opportunities in West
Energy, Mining & ForestryEnergy, Mining & Forestry-new ways & new products (alternatives)-new ways & new products (alternatives)
Biotech – agriculture & healthBiotech – agriculture & health Information Communications TechnologyInformation Communications Technology Specialized manufacturingSpecialized manufacturing Nanotechnology ResearchNanotechnology Research Information Communications TechnologyInformation Communications Technology Specialized manufacturingSpecialized manufacturing Western Transport Corridors (logistics)Western Transport Corridors (logistics) New Hi-tech App’s (value-added niches)New Hi-tech App’s (value-added niches)
COLUMBIA BASINCOLUMBIA BASINYou Have World Class Clusters:You Have World Class Clusters:
Energy/Power - SOLAR - Supports/supplyEnergy/Power - SOLAR - Supports/supply Metals and metallurgical – slag can score –Metals and metallurgical – slag can score – also, new materials (think nano)also, new materials (think nano) Skiing Lifestyle – Para-alpine Training Centre – Skiing Lifestyle – Para-alpine Training Centre –
what about world best in para-alpine design?what about world best in para-alpine design? Specialty Construction – Log / Dream Mt HomesSpecialty Construction – Log / Dream Mt Homes Waste Mgt & Environment – see aboveWaste Mgt & Environment – see above Software development – 3D to GeomaticsSoftware development – 3D to Geomatics Cogeneration – Biomass / AgricultureCogeneration – Biomass / Agriculture Carbon Offsets? – Forestry to Diesel trucksCarbon Offsets? – Forestry to Diesel trucks
What What business are you in? business are you in?
What What purpose do you have?purpose do you have?
WorkWork==
Meeting NeedsMeeting Needs
SuccessSuccess==
Need SatisfactionNeed Satisfaction
What What businessbusiness are you in?are you in?
What What resultsresults do you do youdeliver?deliver?
FeaturesFeatures Any characteristic of a product Any characteristic of a product
or serviceor service
BenefitsBenefits The need(s) a feature meetsThe need(s) a feature meets Customers are attracted to Customers are attracted to
need satisfaction – need satisfaction – BenefitsBenefits!! Why choose one over another?Why choose one over another?
BETTER BENEFITS!BETTER BENEFITS!
Better Benefits:Better Benefits: Attract attention in the age of information Attract attention in the age of information
overload – drive brandingoverload – drive branding Our reason for buying anythingOur reason for buying anything Drive motivation & investment Drive motivation & investment Define the value of each step in a process and Define the value of each step in a process and
drive cluster collaborationdrive cluster collaboration Better Benefit delivery Better Benefit delivery
is ouris ourcollective and individual collective and individual
reason for being!reason for being!
Evaluating an OpportunityEvaluating an OpportunityIs it on trend?Is it on trend?
- a need that is growing- a need that is growingNeed Satisfiers identified?Need Satisfiers identified?
- define stakeholder groups / - define stakeholder groups / need priorities / goals need priorities / goals
Better Benefits provided?Better Benefits provided?- solutions delivered in a better - solutions delivered in a better way than other optionsway than other options
… … Not Not SStrengths/trengths/WWeakness/eakness/OOpp’s &pp’s & TThreats… hreats… Focus on needs first!Focus on needs first!
Higher Prices Higher Prices – –
Higher ProfitsHigher Profits Better benefits support higher Better benefits support higher
prices and better marginsprices and better margins Commodities lack better Commodities lack better
benefitsbenefits
Effective Pricing StrategyEffective Pricing Strategy Are you establishing price based on Are you establishing price based on
cost-plus formulas?cost-plus formulas?
OROR Are you establishing price based on Are you establishing price based on
what the market will bear? what the market will bear? Start with the customer range of prices Start with the customer range of prices
and look to compare where the product and look to compare where the product fits in on a better-benefit basis – often, fits in on a better-benefit basis – often, margins can be improvedmargins can be improved
Strategy for $$$$$Strategy for $$$$$Moving from lowest price to providing Moving from lowest price to providing added-value ?added-value ?¤Requires focused better benefit Requires focused better benefit
strategiesstrategies¤Involves providing specific Involves providing specific high-priority need satisfiers better high-priority need satisfiers better
than competition… andthan competition… and proving it over time… your sales proving it over time… your sales
“story” should reflect this“story” should reflect this
Let’s Plan a CruiseLet’s Plan a CruiseWhat need should we focus What need should we focus
on?on?What would our dining room What would our dining room
look like?look like?
Need-Driven Need-Driven DevelopmentDevelopment
Knowing client/stakeholder needs Knowing client/stakeholder needs before solutions are finalized are before solutions are finalized are the keys to being on-time, under-the keys to being on-time, under-budget and successfulbudget and successful
Experience-based designExperience-based design: Spend : Spend the time to understand needs in the time to understand needs in detail BEFORE development detail BEFORE development
My 80/20 rule in technical My 80/20 rule in technical development… tends to workdevelopment… tends to work
Better Benefits:Better Benefits: Reflect a better way of satisfying a Reflect a better way of satisfying a
customer need prioritycustomer need priority Are the keys to establishing branding… Are the keys to establishing branding…
companies, communities and clusters…companies, communities and clusters… Should reflect the overall organization, Should reflect the overall organization,
but may vary by type of service or but may vary by type of service or client client
Are the route to innovation and Are the route to innovation and effective collaborationeffective collaboration
Most ImportantMost ImportantSocial/Cultural TrendSocial/Cultural Trend
The RiseThe Riseofof
Individual PowerIndividual PowerThroughThrough
KnowledgeKnowledge
ResultResult More demanding, knowledgeable users / More demanding, knowledgeable users /
customers / constituents customers / constituents Focused need satisfaction strategies are the Focused need satisfaction strategies are the
key to success in the new economykey to success in the new economy Suppliers increasingly are “partnering” with Suppliers increasingly are “partnering” with
buyers/client organizations to achieve need buyers/client organizations to achieve need satisfaction – integrating supply chains and satisfaction – integrating supply chains and more robust servicesmore robust services
Effective communication and leadership Effective communication and leadership strategies are changingstrategies are changing
Key to Sales SuccessKey to Sales Success Trust?? Trust?? To a customer, a good sales To a customer, a good sales
transaction is based on their transaction is based on their perception of whether:perception of whether:
The salesperson’s #1 priority is to The salesperson’s #1 priority is to put money in his/her own pocket or put money in his/her own pocket or truly to meet customer needs?truly to meet customer needs?
The New-EconomyThe New-EconomySales ProcessSales Process
Prepare questions to qualify need Prepare questions to qualify need prioritiespriorities
Partner with client to review need Partner with client to review need satisfiers focusing on action plan to satisfiers focusing on action plan to achieve goalsachieve goals
Establish ongoing communication and Establish ongoing communication and future interventions, certainly important future interventions, certainly important to know if your services delivered – did to know if your services delivered – did you meet client needs?you meet client needs?
Keys to Sales SuccessKeys to Sales Success Ability to combine a clear better promise Ability to combine a clear better promise
reflecting individual client need prioritiesreflecting individual client need prioritiesWITH…WITH…
A A “story”“story” to prove the promise can be to prove the promise can be delivereddelivered- Solvera local knowledge makes for a - Solvera local knowledge makes for a better client relationship and better better client relationship and better need satisfaction – what story illustrates need satisfaction – what story illustrates this?this?
The Millennium GenerationThe Millennium Generation Saw parents’ sacrificesSaw parents’ sacrifices
- lifestyle work balance sought- lifestyle work balance sought Raised with adulation & goodwill Raised with adulation & goodwill
– – expect thanks and involvementexpect thanks and involvement Employers must coach not bossEmployers must coach not boss Have bright employment prospectsHave bright employment prospects
- they’ll walk- they’ll walk Extraordinary Tech SkillsExtraordinary Tech Skills
Traditional Media Traditional Media Vs the Online WorldVs the Online World
Younger generations following Younger generations following social media, not traditionalsocial media, not traditional
Distrust of advertisers…but Distrust of advertisers…but interested in reco’s of friends interested in reco’s of friends and associatesand associates
Your ‘fives’ can talk you upYour ‘fives’ can talk you up Engaging social media… it’s a Engaging social media… it’s a
two-way streettwo-way street
Leadership is ChangingLeadership is ChangingOld Old
Management is Management is Control & setting Control & setting rulesrules
COP - MonitorCOP - Monitor Coercion; Top Coercion; Top
Down, Leader Down, Leader DirectedDirected
Total AuthorityTotal Authority Focus on the Focus on the
presentpresent
NewNew Leadership is Leadership is
Motivational & Motivational & guiding valuesguiding values
COACH -InspireCOACH -Inspire Respect, Self-Respect, Self-
management, management, TeamsTeams
Share AuthorityShare Authority Focus on the futureFocus on the future
MotivationMotivation==
Clear and Shared GoalsClear and Shared Goalsxx
Tracking & Measuring & Tracking & Measuring & Communicating SuccessCommunicating Success
xxRewards for Achievement Rewards for Achievement
(Now all linked through social media)(Now all linked through social media)
LeadershipLeadership Common goals are key for team success Common goals are key for team success
(managers change from cop to coach; (managers change from cop to coach; need to align goals of the organization need to align goals of the organization with those of each department with with those of each department with those of the individual)those of the individual)
Change Planning involves identifying Change Planning involves identifying bothboth the positives and negatives the positives and negatives
Involve people in the process Involve people in the process Ego-less Management…supporting the Ego-less Management…supporting the
stressed and stressing the positive…stressed and stressing the positive…
Leadership and ValuesLeadership and Values Remember that organizational Remember that organizational
values drive behavioursvalues drive behaviours Values reflect the culture and are Values reflect the culture and are
transferred from the toptransferred from the top (walking the talk)(walking the talk) What are your values in relation to What are your values in relation to
the stakeholders you interact with?the stakeholders you interact with?
Jim [email protected] 44
Developing Vision & MarketsDeveloping Vision & Markets Rather than focus on the “how’s,” Rather than focus on the “how’s,”
better to define future growing needs better to define future growing needs and better benefit goalsand better benefit goals
Marketing Identification better done by Marketing Identification better done by first brainstorming possible needs first brainstorming possible needs served – then define segments as “who served – then define segments as “who would most be attracted to that need would most be attracted to that need category?” category?” Better benefits guide Better benefits guide everything!everything!
Demographic and psychographic Demographic and psychographic considerations can then follow to further considerations can then follow to further define the marketdefine the marketss
4th Dimension Planning4th Dimension Planning1) Trends1) Trends
Needs that are growingNeeds that are growing2) Customer2) Customer
Target groupsTarget groups Need priorities and benefits soughtNeed priorities and benefits sought
3) Competitive3) Competitive Identify other ways needs can be metIdentify other ways needs can be met Identify Your Better Benefit Identify Your Better Benefit
Keys to Marketing SuccessKeys to Marketing Success
4th Dimension Planning4th Dimension Planning4) Internal Analysis4) Internal Analysis Your vision & goals?Your vision & goals? Financial Results?Financial Results? Capabilities? Resources?Capabilities? Resources? Can you deliver the Better Benefit? Can you deliver the Better Benefit?
Marketing and Sales Marketing and Sales SuccessSuccess
Positioning MessagePositioning Message (Better Benefit Message)(Better Benefit Message)
Company/Product/ ServiceCompany/Product/ Service is the is the what/who you arewhat/who you are that offers that offers
better benefit(s)better benefit(s)
Steps to Effective PlanningSteps to Effective Planning Brainstorm all needs you could cater to… Brainstorm all needs you could cater to…
as long a list as possible since often as long a list as possible since often innovative ideas come from combining innovative ideas come from combining needs or stacking on additional needs needs or stacking on additional needs
For each need listed, examine trends – For each need listed, examine trends – which needs are growing – where will we which needs are growing – where will we focus?focus?
For each need priority listed, what would For each need priority listed, what would the various target groups be who care the various target groups be who care most about that need being satisfied?most about that need being satisfied?
For each Target Group, what better For each Target Group, what better benefit story is most relevant? Think benefit story is most relevant? Think about how to spread this storyabout how to spread this story
For your organization, what needs to For your organization, what needs to change to be more effective?change to be more effective?
Let’s uncover your coolestLet’s uncover your coolestBetter Benefit StoriesBetter Benefit Stories
… … serving your customers …serving your customers …
Marketing RealitiesMarketing Realities Very expensive to market direct to Very expensive to market direct to
consumerconsumer Need to stimulate future purchasesNeed to stimulate future purchases (loyalty programs/viral marketing)(loyalty programs/viral marketing) Strategy is to get key influencers to Strategy is to get key influencers to
recommend providerrecommend provider In the age of information overload, In the age of information overload,
simplicity and repetition is essential – simplicity and repetition is essential – branding is keybranding is key
Developing a Developing a Compelling VisionCompelling Vision
Key is to identify the end goals of Key is to identify the end goals of collaboration, specifically the need collaboration, specifically the need satisfaction potential – what is the satisfaction potential – what is the better benefitbetter benefit impact? impact?
Is there potential for greater Is there potential for greater collaboration – if working to meet collaboration – if working to meet the same needs?the same needs?
How does an investment in time & $ How does an investment in time & $ impact needs in a better way?impact needs in a better way?
Potential AlliancesPotential Alliances Join forces to better serve the same target Join forces to better serve the same target
customercustomer Partner to better serve a common need category Partner to better serve a common need category
(example is the growth of packaged tourism (example is the growth of packaged tourism experiences)experiences)
Link to achieve a common goal –other community Link to achieve a common goal –other community stakeholders may be able to helpstakeholders may be able to help (Ex: (Ex: recruitment)recruitment)
Social mediaSocial media gathers networks of gathers networks of like-minded people – serves as an individual like-minded people – serves as an individual mobilizermobilizer
The Anatomy of The Anatomy of InnovationInnovation
Attit
ude
to th
e Ac
tivity
Attit
ude
to th
e Ac
tivity
Pess
imism
Pess
imism
Optim
ismOp
timism
Weeks or Months Up to Two YearsExisting business is suffering
Skeptical
Enthusiasm
Brass band and fireworks
This is taking time
Results aren’t visible
Is it worth it?The Dark
Night of theInnovator
Start to see payoffs
Maybe not a bad idea
It works
Innovation & SuccessInnovation & Success Customer FocusedCustomer Focused Creating Sustainable Competitive Creating Sustainable Competitive
AdvantagesAdvantages Continuous ImprovementContinuous Improvement Dynamic LeadershipDynamic Leadership Strong PartnershipsStrong Partnerships Process DrivenProcess Driven Creating Learning Organizations...Creating Learning Organizations...
