Taking the air out of Airbnb
The mass marketplace is collapsing under the weight of abundance. There are too many choices, channels and messages competing for the attention of a customer who has a finite amount of time. Online behaviour has spawned a vibrant marketplace populated by disruptors who effortlessly and thoroughly connect Buyers and Sellers, through their ‘User Experience’. In this customized presentation, Tony shares actionable insights, ideas and strategies for organizations looking to win back share from the sharing economy. He takes audiences on a deep dive into the sharing economy, identifying their strengths and vulnerabilities. Tony encourages audiences to focus on the Human Experience not the User Experience and in doing so take the air out of Airbnb and the sharing economy.
Millennial ‘Disruption or Eruption’ – The Choice is Yours
Millennials are your future. This year they will surpass the Boomer in both size and spending power. They trust strangers more than brands, access over ownership, their social network over advertising, and they harness technology to get more life out of life. They have little loyalty to legacy, and they are the first to embrace brands that offer a faster, better and more affordable mousetrap. For three decades Tony has created award-winning ideas to help his clients engage and win over the Millennial Consumer and Employee. In his inspiring keynote, customized to your industry sector, he will share invaluable insights on how this cohort ‘thinks, feels and behave’ and then offer ideas and strategies that you can immediately act upon in your marketplace.
From Mass to My
Mass once titled the scales for brands. “He who shouts loudest wins’. Mass advertising, mass distribution, the size of your sales force all determined your level of engagement and market share. Today, shouting loud has lost its voice, and having a big footprint matters little in a world of abundance. The marketplace is seeing a Great Divide, with the middle disappearing. On the ‘Mass’ side there are too many similar brands, waning consumer demand, and price has become the primary tiebreaker. If you are marketing or selling here, chances are you are in a race to zero without an airbag. On the other side of the divide are the ‘My’ Brands. These products, services, and individuals are enjoying sustainable profitability and growth because they matter. Almost anyone or anything can cross the Great Divide and realize the benefits that come from moving from ‘mass to my’. Tony Chapman, branding and sales expert, will show you how with this inspiring and content rich Keynote, customized based on the competitive dynamics of your marketplace.
Customer Loyalty Must be Told, Not Sold
Traffic and Basket are what matters most. Attracting, keeping and retaining the right customers. Getting them to buy, buy more and more often. Tony Chapman believes that price offers, points, and promotions create an itch but left unchecked they become inflammatory. They punish your bottom line and teach your consumer to be promiscuous. His belief is that true loyalty must be told, not sold. What you do, how you execute, your location, and your hours of operation all matter, but in a marketplace where the consumer has almost infinite choice, and continues to demand ‘more for less,’ you need to go one step further. In this inspiring keynote, Tony Chapman will draw upon market tested case studies, and then add actionable insights, ideas, and strategies relevant to your marketplace, to demonstrate how your Customer Loyalty must be Sold, Not Told.
Workshop or Keynote | Stop Selling and Start Storytelling
Engagement is the oxygen of marketing, sales, leadership and life. It is your only path to persuasion, promise and profitability. So how do you engage in a world where your customer is bombarded with 5,000 messages a day? Where many brand and sales platforms lack differentiation and are drowning in a sea of sameness. The key is to become part of your customer's story versus simply telling or selling yours. To shift the conversation from what your product, service or talents can do to how they can enable your customer's life and livelihood. Whether you are investing in a marketing campaign, or presenting face to face, this Keynote or Workshop presentation, packed with insights, ideas and strategies for your marketplace, will teach and inspire you on how to win by Stop Selling and Start Storytelling.
Tony is a master at facilitating conversations that draw out actionable takeaways for any type of audience.
Marketing Hall of Legends
Agency of the Year