At a recent Naples Rotary Club lunch, our guest speaker was Stephen Dupont, APR, Vice President, Pocket Hercules.
Topic: Unleash the Power of Customer Conversations
Stephen presented that many of today's businesses have discovered the power of content marketing to attract and engage new and existing customers. Content for social media pages, websites, email campaigns, newsletters, blogs, and much more. However, as the demand for more and more content increases, often times, business owners and marketing professionals can become distanced from the audiences with whom they're trying to connect. Being the vice president of public relations and branded content with Minneapolis firm Pocket Hercules, Stephen explains why organizations need to re-connect with their customers (and other stakeholders such as employees, vendors or investors) through real conversations. Based on his recent cover story for Chief Content Officer magazine, Dupont offers practical tips on how to reinvigorate stale content marketing programs with real conversations and add the type of context that can make your content more relevant, authentic -- and worth sharing.
Five Take-Aways for Any Business Owner:
1) When camping, for example, we remember many things about the adventure, but most remembered long after the trip is over are the stories we experienced and heard. Everybody has a great story. Get to know people and their stories. A good listener will discover where help is needed, how to solve a problem or remove some form of pain in their lives.
Stephen Dupont, APR, is VP of Public Relations and Branded Content for Pocket Hercules www.pockethercules.com, a brand marketing firm based in Minneapolis. He has more than 25 years experience in public relations, marketing, and branding. He is a frequent contributor to PRSA's The Strategist and Public Relations Tactics publications and writes about marketing, content, and branding on his blog, stephendupont.co. His work has been honored with three Silver Anvils, and he has served as president of the Minnesota chapter of PRSA.
Jay Crandall CCIM, DDS, MBA
Crandall Commercial Group, LLC
27499 Riverview Center Blvd. Suite 127
Bonita Springs, FL 34134
(O) 239-221-8481
(C) 239-860-6946
(F) 239-444-1713
Topic: Unleash the Power of Customer Conversations
Stephen presented that many of today's businesses have discovered the power of content marketing to attract and engage new and existing customers. Content for social media pages, websites, email campaigns, newsletters, blogs, and much more. However, as the demand for more and more content increases, often times, business owners and marketing professionals can become distanced from the audiences with whom they're trying to connect. Being the vice president of public relations and branded content with Minneapolis firm Pocket Hercules, Stephen explains why organizations need to re-connect with their customers (and other stakeholders such as employees, vendors or investors) through real conversations. Based on his recent cover story for Chief Content Officer magazine, Dupont offers practical tips on how to reinvigorate stale content marketing programs with real conversations and add the type of context that can make your content more relevant, authentic -- and worth sharing.
Five Take-Aways for Any Business Owner:
1) When camping, for example, we remember many things about the adventure, but most remembered long after the trip is over are the stories we experienced and heard. Everybody has a great story. Get to know people and their stories. A good listener will discover where help is needed, how to solve a problem or remove some form of pain in their lives.
2) Pick up the phone - email and texting will only give you part of the story and was never intended to build relationships. Speak to your clients and customers regularly. You will stand out.
3) Stephen spoke of an HVAC tech that lived next door to a neurosurgeon. He interviewed the gentleman who said that when he started as a tech, the bar was extremely low. In his mind, all he needed to do was focus on being the best technician he could be, listening to his customers and providing excellent service. The gentleman went on to be a leader in his industry. Stephen’s take away was regarding the importance of always shooting for excellence regardless of what others may be doing.
Stephen also showed the level to which CEO’s were actively recruiting customer opinions, both good and bad. The current CEO for T-Mobile works the customer service lines a couple of hours a week assertively questioning what is working, what is not, and how they can be better. This demonstrates a real belief in the importance of communication and relationships are with the customer/client.
3) Stephen spoke of an HVAC tech that lived next door to a neurosurgeon. He interviewed the gentleman who said that when he started as a tech, the bar was extremely low. In his mind, all he needed to do was focus on being the best technician he could be, listening to his customers and providing excellent service. The gentleman went on to be a leader in his industry. Stephen’s take away was regarding the importance of always shooting for excellence regardless of what others may be doing.
Stephen also showed the level to which CEO’s were actively recruiting customer opinions, both good and bad. The current CEO for T-Mobile works the customer service lines a couple of hours a week assertively questioning what is working, what is not, and how they can be better. This demonstrates a real belief in the importance of communication and relationships are with the customer/client.
4) Go visit the client where they are or congregate. They will be in their own environment and therefore more comfortable and willing to disclose what is really on their mind. It also allows so much more in terms of how they function, their challenges, their surroundings . . . all of which may aid the process of narrowing down where you can best help them.
5) ASK! Most people love to help and if not asked, they often don’t volunteer. Most people easily discern if you are truly interested in them or are just being polite. When people know you have their best interest in mind, there is a greater chance being their provider next time they need your particular services. Conducting business with you will be an experience, not just a transaction. They want to have things done properly and they want to enjoy the process. If you are in a relationship with them, you stand a greater chance of providing that experience when they are ready to proceed.
About the speaker:
5) ASK! Most people love to help and if not asked, they often don’t volunteer. Most people easily discern if you are truly interested in them or are just being polite. When people know you have their best interest in mind, there is a greater chance being their provider next time they need your particular services. Conducting business with you will be an experience, not just a transaction. They want to have things done properly and they want to enjoy the process. If you are in a relationship with them, you stand a greater chance of providing that experience when they are ready to proceed.
About the speaker:
Stephen Dupont, APR, is VP of Public Relations and Branded Content for Pocket Hercules www.pockethercules.com, a brand marketing firm based in Minneapolis. He has more than 25 years experience in public relations, marketing, and branding. He is a frequent contributor to PRSA's The Strategist and Public Relations Tactics publications and writes about marketing, content, and branding on his blog, stephendupont.co. His work has been honored with three Silver Anvils, and he has served as president of the Minnesota chapter of PRSA.
Crandall Commercial Group Mission Statement:
Building Individual and Company Net Worth Daily through Commercial Real Estate in Southwest Florida
Jay Crandall CCIM, DDS, MBA
Crandall Commercial Group, LLC
27499 Riverview Center Blvd. Suite 127
Bonita Springs, FL 34134
(O) 239-221-8481
(C) 239-860-6946
(F) 239-444-1713
