Download Marketing One-Sheet - Renegade Hospitality Group, Inc.

Renegade Marketing
Effective, Customer-Centric
Local Marketing Tools for the 21st Century
Placement
Product
Since the 1950’s, traditional marketing has been conducted using the “4 P’s”
every marketer is taught in school - Product, Placement, Pricing and
Promotion - a system that puts the product at the center and essentially
wraps a marketing process around its surface in an effort to define it
for the consumer. This dated, top-down marketing approach basically
attempts to “tell” the consumer what to think about or how to value a
particular product or company.
In today’s instant-information, social-networked world, it is no
longer good enough (or possible) to “tell” a consumer how to feel
about or connect with a product. And even if you could, they
wouldn’t believe you. More and more, consumers understand that it
is they that define a brand and their friends and communities that inform them
of its value. Today’s smart operators and marketers know that they must “show” rather than
“tell” the value of their products by building a unique experience around them.
Price
Promotion
In this highly engaging, information-packed session best-selling author and consultant
Tim Kirkland delivers real, immediately usable tactics that will help franchisees, managers and
independent operators move local marketing efforts into the new millennium. Rather than the
same old list of promotional gimmicks and discounts-of-the-day, Tim will share how operators
can impact the very foundations of what customers value and why they buy in a way that will
support and defend an established national brand or build and define an emerging one. Tim
focuses not just on the traditional, attractive tools of advertising and promotions, but on how to
effectively convert the awareness generated by those tactics into higher sales, loyalty
and evangelism by focusing on the Customer Experience.
Attendees are guaranteed to learn to:
•
Market like a hunter, not like a “trapper” by knowing who your ideal loyal
customer is in microscopic detail, finding them and engaging them where they
are rather than hoping they come to you.
•
Engage prospective customers not just through your branding and ads, but
through their own networks and communities.
•
Find out what is important to each of your customers and customize
their experience in a way that will take your competitors out of the
game. For good.
•
Establish long-term relationships with your customers while
attracting new ones.
H O S P I TA L I T Y G R O U P
LEARN
MORE.
EARN
MORE.
Tim Kirkland
•
!
Awareness
6 ways to move from broadcast marketing to efficient,
“narrow-cast” marketing and earn customersʼ awareness
through their own networks, communities and interests &
connecting with high-value potential customers at an
individual level
Affinity
Customer
•
How to convert customer awareness into sales by making
customers choose you every time over your competitors in
their selection set
•
The 3 priceless keys to determine what your customers really
value and differentiating your business by exceeding their
expectations every single time
Activity
•
Once you have obtained your customer, the most important job is to grow them
•
Learn to develop new customers into high-value regulars and encourage them to buy
more frequently, spend more and select premium products
•
5 tools that turn loyal customers into marketing engines by incentivizing them to
evangelize your business and recruit their family, friends, networks and communities as
customers, too
Advocacy
Check It Out
“Tim was the highlight of our conference. Our GMs were
amazed by his paradigm on selling and how he describes
aligning the business, the server and the guest to improve
sales.”
Wayne Vandewater
Executive Director of Field Training, Applebee’s, Inc.
“Tim presented a keynote address and two breakout sessions at our
National Training Camp. His message was clear, concise, and
completely in line with the message of our convention. Tim gave
our audience members simple tactics that they could use right away
to build their businesses. By far, Tim was the best convention
speaker I have seen at any Buffalo Wild Wings convention.”
Nikki Fuchs de Calderon
Director of Management Development, Buffalo Wild Wings
"Tim captured the audience with his industry insight, his personal
real-life stories, as well as his good-natured humor. Tim was
highly energizing and provided our restaurant operators endless
service ideas to implement in our restaurants. I will certainly call
on Tim's services again."
Philip M. Greifeld
Chief Executive Officer, Huddle House, Inc.
“We wanted you to know how much we appreciated the presentation
you gave to our franchisees at the Grease Monkey Annual
Conference. It was top-notch, and absolutely applicable to
Grease Monkey and our business!”
Rachel Boeckman
Field Marketing Director, Grease Monkey International
Tim Kirkland
Tim Kirkland helps people make more money. He is a customer service crusader.
His best-selling book, “The Renegade Server” is used in over 10,000 restaurants, hotels, retail locations
and universities worldwide to train and inspire front-line crews to sell more and serve better. Leading
brands that use Tim’s materials and programs include Applebee’s, Subway, Buffalo Wild Wings,
Marriott, Kimpton, Grease Monkey, MillerCoors, Beam Global and Sodexo.
Tim is an editorial contributor to Cheers Magazine, Nightclub & Bar Magazine and CokeSolutions.com.
Many industry organizations utilize Tim’s consulting and expertise including The National Restaurant
Association, the Council of Hotel and Restaurant Trainers, the Convenience Retail Association, and the
Society for Foodservice Management.
During his 25+ years in the hospitality industry, Tim has led training and beverage departments for
numerous respected restaurant brands, been an award-winning operator and successful entrepreneur.
His books and training materials focus on specific, actionable tactics that increase sales and intensify
guest loyalty by aligning the interests of the company, the crew, and the customer. He delivers highly
customized presentations on marketing, customer service, leadership and team engagement. Over
20,000 people attend his live seminars and workshops every year.
Tim is also an exclusively certified live presenter for Sullivision.com, whose clients include
McDonald’s, Starbucks, American Express, Cheesecake Factory, Anheuser-Busch,
Brinker International, and hundreds of other industry leaders.
Tim is an alumnus of the Harvard Kennedy School and is CEO of Renegade Hospitality
Group, which serves as a professional advisory resource to the restaurant, hotel, retail
and customer service industries.
Tim can be reached at [email protected]
Tim’s innovative and valuable seminars, books and training programs have been recognized
by such industry leaders as: