engaging your key stakeholders your customers and your staff presented by mark anderson

Engaging Your Key Stakeholders

Your Customers and Your Staff

Presented byMark Anderson

The Information Leaders in Hospitality and Gaming

Tough Markets – Create Opportunities

The Opportunity

IS TO CREATE LOYALTY BEYOND REASON

Your Challenge

IS TO ENGAGE YOUR CUSTOMERS AND

STAFF


Emotional Connections – create believers

• Connect with Why and Who you are

• Clubs inspire emotion

• People are 20% rational and 80% emotional

• “reason leads to conclusions, emotion leads to action”, Donald Calne


What Can We Learn From - The Nike Story

• The darkest chapter for Nike and a new era in brand management

• Head On approach

– Disclosed factories

– Set standards

– Independent audit

– Promoted improvement of lives

– Made it real


Brands to LoveMarks

• Time of Engagement,

Connectivity, Attraction,

Collaboration

• Must be authentic (trust,

respect)

• LoveMarks deliver beyond

expectations

– High on respect

– High emotional connection

BrandsLow LoveHigh Respect

ProductsLow LoveLow Respect

FadsHigh LoveLow Respect

LoveMarksHigh LoveHigh Respect

Love

Res

pec

t


Pokie industry 'preys on mentally ill'Matthew Franklin,Chief political correspondent | July 23, 2008

ANTI-POKER machine campaigner Tim Costello has demanded state governments commit to reducing their reliance on gambling addicts to feed tax revenue.

And Mr Costello has accused the poker machine industry of preying on the weak and mentally ill and of buying off society's concern about the negative effects

of gambling with grants to community groups.

Mr Costello made the comments yesterday ahead of a meeting between federal Families Minister Jenny Macklin and the nation's gaming ministers in

Melbourne on Friday.

Kevin Rudd, who last year spoke of his hatred of poker machines, called the meeting as part of his push to ease state government reliance on gambling

revenue.

While the commonwealth yesterday refused to outline its plans for Friday's meeting, Mr Costello, who has lobbied the Prime Minister on the issue, said a 1999

Productivity Commission study had found Australia had one in five of the world's poker machines and that 42.3c of every dollar raised by poker machines

came from gambling addicts.

A NSW government study had put the figure as 33c in the dollar while Monash University research found it was 52c.

"Somewhere between a third and more than a half of all the profits come from problem gamblers," Mr Costello told The Australian.

"That is literally morally obscene. If the alcohol industry lived off alcoholics from a third

to 50 per cent of its profits, we'd say this was a major predatory behaviour."

He said he had asked Mr Rudd to press states to reduce the proportion of revenue raised from gambling addicts to 10c in the dollar. And he accused state

governments of "laundering' the money raised from addicts by claiming that they needed the revenue to help pay for schools and hospitals.

Mr Costello said no genuine study existed to show how much states had to spend on the consequences of gambling addiction in areas such as health and

family services.

"We have the greatest problem of any nation anywhere on the planet," Mr Costello said. "That's not because we are the greatest gamblers on Earth; it's

because we've got the most machines and the highest intensity and access.

"The Alfred Hospital in Melbourne has a whole ward for problem gamblers. They have recognised that the industry basically preys on mentally ill people."

Mr Costello said clubs and pubs with poker machines donated some of their profits to community and sporting groups to legitimise their public harm.

"There's no other jurisdiction in the world that legitimises pokies and their pain by saying 'We do good things with it'," hesaid.

"That's how morally bankrupt it is. It is completely bizarre and threadbare."

And Mr Costello has accused the poker machine industry of preying on the weak

and mentally ill and of buying off society's concern about the negative effects of

gambling with grants to community groups.

"That is literally morally obscene

"We have the greatest problem of any nation anywhere on the planet," Mr Costello said. "That's not because we are the greatest gamblers on Earth; it's because we've got the most machines and the highest intensity and access.

Mr Costello said clubs and pubs with poker machines donated some of their profits to community and sporting groups to legitimise their public harm. "There's no other jurisdiction in the world that legitimises pokies and their pain by saying 'We do good things with it'," hesaid. "That's how morally bankrupt it is. It is completely bizarre and threadbare."


Members Don’t Know !


Members Don’t Know !

How much money does the club contribute to the community each year?

Don't Know70%

Think they know30%


Community Benefit


Customers and Staff – Believers or Not

Wanabe Believers

• Love the Club

• Reservations

• Limited knowledge

• Limited communication

• Unsure about social

responsibility

True Believers

• Love the Club

• No reservations

• Have knowledge and understanding

• Good communication

• Confident about social responsibility


Three Fronts of Engaging

Products - Services Community Benefit Sustainability

Entertainment, Gaming

Food, Bar

Bingo etc

Sponsorships, Charities,

Sport

Our point of difference

Social, Environmental,

Economic, Cultural

Corporate Governance

Act Like Families Not Like Corporations

No one knows about it or

appreciates it

Authentic

A great opportunity for

leadership

Authentic

• Engaging Staff and Customers• Take it Head On• Strong Emotional Impact Trust, Respect

Problem Gambling

Builds Brand – Profit – Negates Dark Side

Create Loyalty Beyond Reason


The Challenges for Engagement

• A Reality Check! - are we committed

– Obligation vs Business Strategy

– Authentic

– Development and commitment to a Community Engagement Plan

• Information Management – provide INSIGHT

– facts, commitment, structure, collection, analysis

• Effective Communication

– Right information to the Right people in the Right format at the Right Time


The Challenges for Engagement

Our Core Business Values

The Club prides itself on the socially responsible values it has adopted through the ‘Three ‘P’s bottom line philosophy:

• People (Social)

• Planet (Environmental)

• Profit (Economical)

This approach to corporate social responsibility by the Club strives to balance each of these in how it approaches its business operations and conduct.


Engagement Model

Engagement Plan

Local, State, Federal Governments

Members

Community

Staff

Media

Information Management PR and Communication

Community Dividends

Economic ($ into the community)

Social (Negative and Positive)

Environmental (Earth Check)

Producing timely, relevant data in three key areas:Automate in time (CDOL)

Getting the Right Information to the Right People in the Right Format at the Right Time

Implementing sponsorship and community programmes that build the local community

© CMP Lawler Pty Ltd, 2008


Communication, Public Relations

• Statement of Intent – show your commitment

• Statement – Fact

– Making rugby league affordable for everyone

– Helping make young lives better

– We sponsor Health and safety school programmes

– We are leaders in sustainability

– No one does more to help problem gamblers than us

• Sponsorship structure ROI


Other initiatives

• Club Employees Volunteer Programme

• Staff engagement/education programme

• Community liaison officer

• Community social workers in clubs

• Renewal time – great time to ask and sell

• Let members handout the donations

• Champion school sustainability education

• Champion school health programmes

• Foundation / Trust


How do you Engage? Five starters:

1. Give power to the people because the people are the new power

brokers.

2. Get closer to the people. Act as family not corporations

3. Be authentic, true to who you are and who your members are. Does

the club stand for the community and the people who love it?

4. Be bold, fast-moving and responsive. Winners don’t hesitate. The

way to hit a sweet spot is to fail fast, learn fast, fix fast.

5. Make it fun. Winners run risks, share joy, and become valued loved

friends

engaging your key stakeholders your customers and your staff presented by mark anderson

Documents

mr costello

information leaders

gambling revenue

gambling addicts

gaming brands

mr rudd

expectations high

real slide