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