The Experience Economy | From a place to buy to the place to be
Drive Growth and Profitability by engaging in the Experience Economy. Tourism, Hospitality, Retail, Auto and Financial Services must shift from being a place to (visit, eat, buy or bank) to becoming ’the place to be’, steeped in experiences. Why? Experiences are personal and feed emotion. Experiences will counter Disruptors who use mobile and voice as their Trojan Horse to marginalize your brand, aggregate pricing and sell direct. In this presentation, Tony will take apart the Platform Economy to show what we must do to counter these disrupters, stay relevant and give our consumers a reason to visit and spend. He will draw upon case studies from around the world to encourage ‘bricks and mortar’ to shift from a place to buy, eat or visit, to one that also offers personal experiences that are value-based, emotive and transformative, and that let people be who they want to be.
• Why the 5 P’s are under siege by digital-based disruptors in the Platform Economy.
• Identify the two points of entry where you are most vulnerable to disruption.
• How focusing on the right ‘Be’s’ will enable you to attract guests, increase spend, develop better talent, and guide your messaging and offer, and spark innovation.
Stop Telling Your Story. Become Part of Mine: How to get the attention of the people that matter most to you
Attention is the oxygen of most human endeavor, but in the Age of Noise most brands, ideas and proposals are starving for attention. Too many choices and too much content are competing for a finite amount of our audiences time. So how do we get heard? We stop telling our story and become part of theirs. Tony will draw upon his three decades of crafting powerful stories that engage the ‘head, heart and hands’ of audiences across all industry sectors. He uses entertaining and enlightening case studies to show why any audience-employees, customers, prospects and investors and all face to face and digital channels respond to this powerful and emotive platform.
• The essential pillars to crafting a story & the four human motivators to generate audience response.
• The critical roles in the story, and why your audience is the hero.
• Why storytelling is the best way to be heard in the age of noise.
A Brand New World: Make things Happen Versus Wonder What Happened
Tony outlines the critical forces of change that are rendering much of what we know about leading businesses and even societies obsolete. A growing divide has collapsed the middle ground. You are either making things happen or wondering what happened, there is no status quo.
Tony looks at how to make things happen by first identifying then giving the people that matter most to you – employees, customers, prospects, influencers, and investors ‘More and Less’. More of what matters to each of them – value-added personalization, with less friction and effort. He shows how do dot the three ‘I’s’. Insight, Imagination and Intention. In this Brand New World there is no middle ground. You must make things happen versus wonder what happened.
Host, Moderator & InterviewerTony is a frequent and often daily contributor to the conversation on National Television and Radio. Tony draws upon his skills as a media host and spokesperson to extend his offering beyond his Keynotes and Workshops. Tony can be available as your Host for the Day ensuring that a consistent message is woven throughout the different Keynotes and Panel Discussions. He considered one of Canada’s top moderators. He is also available to do promotional videos, interview key individuals, or help to support your media efforts surrounding your event.
Workshop: Reciprocity How to give, share, create and collaborate to gain the trust and loyalty of others.Reciprocity, the lifeblood of humanity, is being challenged by many of today's’ technologies. Humans are being conditioned to promote themselves in social media and are obsessed with finding their 15 megs of fame. We clamour to push forward our stories, ideas, content and selfies with the sole purpose of finding others who can give us ‘likes’, while we offer little or nothing in return. Tony explores differences between transactional work and transformative work. He shares his recipe for creating reciprocal relationships with employees, customers, influencers and investors. The Workshop will be customized to the audience and their industry sector.
Marketing Hall of Legends
Agency of the Year