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The Magic Cafe Forum Index » » Tricky business » » The Sweet Taste Of SUCCESS! - Free Marketing Video... (0 Likes) Printer Friendly Version

TheDean
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Amazing Marketing Lessons From The Jelly Belly Factory!

While on another one of our “Freedom Trips” to the San Francisco Bay Area, we popped in to the famous “Jelly Belly Factory” to take the guest tour and see what they had to offer… we were blown away!

The “MODEL” of expert guest relations and going above and beyond!

Watch this short video and ask yourself;
“What Do YOU Do That Is So Extraordinary and Exceptional That Everyone That Comes in Contact With YOU Would Become A Raving Fan And Make Blog Videos About YOU!?”

Watch This Short Video Now:
http://wp.me/pctlh-a8

Find Your Passion… DO Your Purpose… Make It Profitable!

Live “L.O.V.E.” Everyday!
Life Of Vibrant Expression!

I am at your service and in HIS Service,
Deano (Helping You Succeed) in Reno
<><

PS
Grab Your 100% FREE, No Foolin’ Success Event Playback AND Downloadable GIFTS Now?
http://www.EntertainersSuperConference.com
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
TheDean
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Started to think about this again myself… and it has started a nice discussion over at “The Dean’s List, Your University of Success!” so I thought I would ask HERE as well…

"How Can I provide ‘such-a-WOW’ that people will be naturally COMPELLED to go-to extraordinary lengths to evangelize others about my show/service/products/solution?"

Oh sure most of us (myself included) have a competent, entertaining, strong, commercial, referable and re-bookable show/presentation, but in my example, it ain’t no “WOW Show”! (…accept our “Wow Show!”. No, that’s what it’s called…. Hehehe!)

I get lots of positive endorsements and referrals about my regular entertainment-only type ‘shows’, but honestly, I get more feedback and referrals from my speaking, preaching, teaching, coaching and nagging. – Now that shouldn’t be too much of a surprise since the “speaking” has a direct, tangible, positive response and outcome for attendees! (Marketing, Success and what-not…)

And Yes, I got a lot from my regular show as well (about 90+% of my business there too!) already, but PART of the speaking biz response IS built-in S.O.P. (Standard Operating Procedure – The way thing get done in the speaking biz.)

TIP:
THAT too is a HINT!

But it all still begs the question; "What do I have to do to get people THAT excited?” (The WOW Response!)

Now I realize that few will ever make a real VIDEO and post it like I did, (Though I HAVE had some do just that...) but still, the question remains, “If It Were Possible”, how would THAT happen on a more consistent basis?

Keep in mind, I am NOT talking about “US” getting Video Testimonials at the end of our show here, though we all SHOULD be doing that till we figure out HOW to get other just to do that for us… hehehe!

Sure, I have applied various ‘referral stimulation’ processes, (Surveys, ASKING, Rewarding, Ethical Bribes… etc) and they WORK!

In the speaking biz, lots of this is just plane “EXPECTED” because that is simply what we do… partly via “Speaker Evaluation” forms and systems that already exist, like I said.

Yeah, I know we could just apply more of the ‘referral stimulation’ and add some of the ‘speaker evaluation’ type strategies and I’m sure they would add to the productivity bottom line for sure, BUT still;

THE BIG QUESTION:
“How Do We WOW Our Audiences’ Soooo Much They Just Naturally Become Raving Fans and Evangelists” for our service???”

Hey, I have seen some of the very BEST performers in the world and though a killer show (product) is most certainly ‘part’ of the over-all equation, it has NOT proven to be the ONLY.

YES, I understand that “Great Relationships and Over and Above, Value-Added Service” are paramount, (If anything, THAT is my business model…) but again, how do we get ALL THAT translated into real, positive inertia towards the successful attainment of our “Raving, Lunatic FANS”? - - I mean the ones that WILL do something like post a video, un-prompted, out there for everyone to see???

Oh sure, I did it for 'Jelly Belly', and I have done it for others, (and I MEANT IT!) but normally it was more to “let YOU in” on a killer marketing or service lesson I had learned, so even I had ulterior motives here… (Albeit good ones… to share success with YOU!)

So REALLY;
WHAT SAY YOU?

Find Your Passion… DO Your Purpose… Make It Profitable!

Live “L.O.V.E.” Everyday!
Life Of Vibrant Expression!

I am at your service and in HIS Service,
Deano (Helping You Succeed) in Reno
<><

PS
Grab Your 100% FREE, No Foolin’ Success Event Playback AND Downloadable GIFTS Now?
http://www.EntertainersSuperConference.com
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
TomBoleware
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Great job on the video Dean. Thanks for sharing it. You do bring up some very good questions.

I too don't think it's all about just having a great show. They expect a great show when they hire you. They hire you expecting your best, and if you better than Copperfield, no big deal, that's what they hired you for. They made a good buying decision, you haven't did anything extra.

I think it's about delivering the unexpected, that little extra. Doing more than just a good show. Doing more than you getting paid to do.

It's about going the extra mile. Problem is, most associate going the extra mile as something you do for yourself, not others. They only see giving extra to the customer when something goes wrong. They think good customer service is solving problems after they happen. If it weren't for complaints there probably wouldn't be any customer service desks in most business places. This has taught us that good customer service is more about handling complaints. Not true at all.

I think it was Napoleon Hill that first said, "The man who does more than he is paid for will soon be paid for more than he does."

No one ever attains well-known success by simply doing what is required of him; it is the amount and excellence of what is over and above the required that determines the greatness of ultimate distinction.

Remember, the difference in ordinary and extra-ordinary is that little "extra." You must deliver that little extra they never expected. Surprises are not easily forgotten.

Tom
"Entrepreneurs are willing to work 80 hours a week to avoid working 40 hours a week"--Lori Greiner

www.tomboleware.com
Neale Bacon
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Burnaby BC Canada
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I downloaded the goodies and the seminar. Great resources Deano. Thanks. So sad I still can't join the Dean's List. Maybe someday I will be forgiven for whatever it is I did or said that keeps me out.
Neale Bacon and his Crazy Critters
Burnaby BC
Canada's Favourite Family Ventriloquist
www.baconandfriends.com
lou serrano
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Tom,

There is so much value in your post. Everyone should read your comments. Thanks for sharing.

Lou Serrano
TheDean
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GREAT Stuff guys!

I “DO” agree 100% that a killer, even distinct product is a competitive advantage, and as TOM so elegantly points out, this is what our audience EXPECT. - - Rightfully so!

THAT is the ‘bugger’ of our expectations, isn’t it?

I am in no-way discounting the value of a awesome show… I personally believe that it is essential, “BUT” they certainly are NOT ‘wowed’ when it happens necessarily because THAT is what we promise and what they should expect… no big ‘WOW’ there.

Think about it…
In my video example, it SURE was NOT the “jelly beans” themselves that generated ‘the wow’ experience for me. I EXPECT them to be as good as any jelly bean, maybe even better! That is what they promised, that is what we EXPECT. Again, no “WOW” there, right?

Oh sure, I DID discover some thing about the “Jelly-Belly” jelly-bean that wow’d me but that was the least of it… I EXPECT Jelly Beans to be good, why should any of us be ‘wow’d’ when we GET what is expected?

Simple… we aren’t… we ‘expect’ things to be what they are purported to be or we wouldn’t invest in the first place?

Heck, I would have been DISAPPOINTED had they been anything less… and so would any of you! – Welcome to life!

I would never go to “Jelly-Belly” factory and EXPECT them to be anything less that a great jelly bean! I’m guessing few would.

People buy and come to “our shows” EXPECTING us to be great. Otherwise they wouldn’t hire us in the first place… there should be no surprises there right?

…UNLESS we are LESS-THAN what we promise or what should be expected, right?

* Kinda’ sad really that we don’t get that extra credit for being as great as they expect from us really, BUT if we blow it, boy is there heck to pay! Am I RIGHT?

Same is true of EVERYTHING we do… A simple is a fact of life.

No one goes into a deal expecting LESS than they pay for do they? Of course not!

Now, if you can go far and away, above and beyond their highest expectations and WOW them with your show alone… GREAT, but there are so very few who I have ever really seen actually do that… with their show alone.

Hey I have seen the very BEST of the BEST all over the world and boy-howdy are they awesome, but even at that most audiences simply chalk it up to their expectation of what they thought they expected to see anyway.

= If you are good… that is what they expected.
= If you are great… THAT is what they expected.

I know it is a sad irony, but it is too often the sad reality.

Look, just go to any national magic convention… they are supposed to be the very BEST of The BEST in our industry, right? When was the last time you walked out “truly” WOWED by any well-known act? If we are to be honest, not very often, if even ever…

SURE they were good, even great, but that is what we EXPECTED! Right?

Some certainly did not disappoint… BUT A TRUE WOW???

YES, there ARE real “WOWSER” acts and shows out there that even excel over and above our highest expectations and blow us clean out of the water… but think about it; when was the last time that TRULY happened to you? Sure, its might have happened, but it is not as common as we like to admit and my hallucination is that most of us haven’t been able to deliver THAT HUGE WOWZER of a ‘show-only’ impression all by itself either if we are to brutally honest with ourselves too.

Good, Great, Different, Unique… it is all “To Be Expected”.

Now, have we each ‘had moments’ of this kind of show-biz brilliance?

Yeah maybe; IF We Are Lucky! But that part is NOT for “US” to decide, is it? But like I said; boy do we catch heck if we make some silly perceived mistake or something ‘less-than’ someone’s supposed EXPECTATIONS! (Practical, Realistic or NOT!) RIGHT?!?

Again, that is just LIFE. (…and NOT in just magic! - LIFE!)

REMEMBER, I DO believe that in order to truly “wow” our relationships to THAT level, we need to have a killer product! OF COURSE, that is a given as far as I’m concerned! Said that forever a million times… but it is clearly NOT the “only” thing is it?

So what-else goes into that “WOW Experience” that causes an over-the-top reaction, on a consistent, duplicateble, replicateable basis in our audiences, buyers, relationships eyes and experience?

I agree with TOM being on the right-tract with the idea of “Extra-Ordinary”, but obviously it has to be in a way that ‘surprised, delights and wows’ us in an arena where it was not as “EXPECTED”.

It’s a deep discussion, but Sooooooo worth exploring, eh’?!

THANKS so much to all of you!

Find Your Passion… DO Your Purpose… Make It Profitable!

Live “L.O.V.E.” Everyday!
Life Of Vibrant Expression!

I am at your service and in HIS Service,
Deano (Helping You Succeed) in Reno
<><

PS
By the way... I DO have some REAL Answers to my questions. (Maybe NOT the whole pizza, but certainly a slice or two...) I am NOT just 'asking to be asking', but I AM very interested in what we all have to say and add because we ALL need to learn to be better at this if we truly hope to be the go-to professionals in our industry and/or markets... right?

PS
Grab Your 100% FREE, No Foolin’ Success Event Playback AND Downloadable GIFTS Now?
http://www.EntertainersSuperConference.com
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
TomBoleware
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Lou, Thanks for your kindness.

It really is just a matter of doing the little extra things.

One thing to keep in mind is, even loyal customers can be
lured from you in a highly competitive market.
It takes a little more than a hundred percent nowadays.

Tom
"Entrepreneurs are willing to work 80 hours a week to avoid working 40 hours a week"--Lori Greiner

www.tomboleware.com
Tim Zager
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For *me*, it's simple. Beyond having the best "product" possible...

Under-promise, Over deliver.
Put YOU in front of your audience, be authentic.
It's about THEM, not you.
.
Make sure your customers never lose your information,
with a Digital Business Card.
TheDean
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Tim... right on brother!

Same thing... I simply call it adding massive value (which does NOT mean prostituting yourself... hehehe!) leaving every interaction and contact BETTER OFF having interacted and knowing you than not, so much so that everyone loves and adores the value that was generated that they are overwhelmed with delight that they HAVE TO share their experience with everyone they know...

(NOT because it;s about YOU... It's obviously NOT.)

Sure there are 'ways' we each do just that... sort of the point of this discussion as I see it.

SO, what are some of the 'ways' we each do just that? Create so much value that people are wowed!?!

Find Your Passion… DO Your Purpose… Make It Profitable!

Live “L.O.V.E.” Everyday!
Life Of Vibrant Expression!

I am at your service and in HIS Service,
Deano (Helping You Succeed) in Reno
<><

PS
Grab Your 100% FREE, No Foolin’ Success Event Playback AND Downloadable GIFTS Now?
http://www.EntertainersSuperConference.com
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
tacrowl
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Quote:
On 2010-04-15 18:02, TheDean wrote:
SO, what are some of the 'ways' we each do just that? Create so much value that people are wowed!?!


Looking for ideas to add to your arsenal?

Personally, I video every show I perform. After the event, audience volunteer segments are shot straight to custom silk screened DVDs. The DVD sleeve is labeled with the volunteer's name and everything is overnighted to my client. They can then distribute these gifts to the people that participated. I do not mention this prior to doing it. These gifts are kept, along with my information on each one. If an agent provides the date, the agency information is listed on the menu frame instead of mine, and the DVD's are sent through their office at my expense.

Tom
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Donald Dunphy
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I can't believe that no one responded yet to Tom's post.

That is a fantastic idea, and I can envision the impact.

I'll admit that I'm not talented enough to pull it off (don't have some of the skill set). I also admit that I don't feel that I'm paid enough to make that level of extra effort for a customer (I easily see just that unadvertised bonus as a $500 value, or more). So, I might not do it personally.

But still... WOW!

Thanks for sharing it.

- Donald
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
tacrowl
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Donald,

Thanks, but you can do this at any level. A digital video camera and a DVD recorder can do the work. The DVD doesn't have to be printed with your logo. Set up the camera at the back of the room, focus it on your staging area and record the show. Afterward, copy just the volunteer segment to a DVD and send it to your client. Imagine the parent of the birthday child getting their child's performance in your show. An unexpected surprise they will be sure to talk about. Who do you think their friends will hire?

Tom
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TomBoleware
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I too think it's a great idea. Super good idea.

But you know what, most will see that as an opportunity to "sell" them a copy of the dvd. They can't put the customer ahead of "me."

No offense at all Donald with this, but "I don't get paid to do that" is a thought that will kill a business quicker than anything else. Why don't you get paid enough when you the one setting the price?

Like I said above, "The man who does more than he is paid for will soon be paid for more than he does."

Tom
"Entrepreneurs are willing to work 80 hours a week to avoid working 40 hours a week"--Lori Greiner

www.tomboleware.com
Donald Dunphy
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For a birthday show, you'd better clear it with the parents before you start using a video camera at their party. They are going to object unless you explain.

It is a private venue, not a public venue.

The video won't be an unexpected surprise after the fact. They'll find out what's going on at the show.

I'm familiar with the old concept of videoing a birthday show (unadvertised bonus, paid add-on, bundled in the package, etc.) I wasn't reacting to that idea. I was thinking of it's application for other shows where the camera isn't as obtrusive.

- Donald

P.S. When I say beyond my current skill set, I mean it. I don't own a video camera or digital camera (never have). I also have never edited a video, so I don't know a thing about using that software. I'm not saying I can't learn it. But I am saying that doing what you talk about is a big leap for someone like me.

Again, I'm not saying that I won't go there eventually.

Am I not able to appreciate an idea without implimenting it personally?
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
tacrowl
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To clear something up - the fact that I video every performance for "my own review" is listed in my contract. The "gift" is the fact that upon reviewing the video I felt the volunteers may appreciate a copy of their time on stage.

Tom B. is right, many acts would look at this set up as a way to upsell. I've gotten multiple referrals and repeat engagements using this technique. The upsell would be a short term gain, the gift creates an ongoing wealth.

Tom
Tom Crowl - Comedy Ventriloquist

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TheDean
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Quote:
Tim... right on brother!

Same thing... I simply call it adding massive value (which does NOT mean prostituting yourself... hehehe!) leaving every interaction and contact BETTER OFF having interacted and knowing you that not, so much so that everyone loves and adores the value that was generated that they are overwhelmed with delight that they HAVE TO share their experience with everyone they know...

Sure there are 'ways' we each do just that... sort of the point of this discussion as I see it.

SO, what are some of the 'ways' we each do just that? Create so much value that people are wowed!?!


Hehehehehe… funny Tom, Thanks! I guess we are ALL looking for ideas and way to be more memorable and WOW ‘all’ of our relationships, but as I said, I DO have plenty of my own answers too… hehehehe!

I agree that a killer videos, Pictures and all sorts of this type of live memento of the events including custom web-sites and event pages that I build JUST for the event relationship so the pics and videos can be even MORE viral! – Easy for them, fun for everyone!

I believe theses are all a great idea and have been doing that for as long as the technology has allowed me to and I must admit that it IS getting a whole bunch simpler theses days for sure!

Whoo Hoo!

My core success strategy has always been to add MASSIVE Value, be a GREAT Person to work with, (easy, extra-mile… etc) and deliver a ton more than they ‘expect’. AGAIN, all that with-out having to discount or prostitute ourselves in the process.

Several will tell you that I have always been in favor of Bonusing, Incentivizing Adding Value (as opposed to discounting) is certainly the way to go on all sides of the equation!

One of my favorite things to do has always been GIFTING and supporting the relationship as best I possibly can on every possible level, so we are on much the same page.

Where my programs do well, again that is to be ‘expected’ and not a ‘wow’ even if I in fact “WOW’D” em! – Just like I said earlier…

So, for ME, it seams the key has always been (and I eluded to it earlier several times) is the idea of individual “EXPECTATION”.

No that can be a blessing and a curse all at he same time cuz as I pointed out, there SHOULD BE a high standard of ‘expectation’ if we have done our job correctly!

SO… how do we create massive value to the point we stand-out and GET the buyers attention and trust and still generate massive “ADDITIONAL VALUE” that does, in fact, go above and beyond the ‘high expectation’ that is deserved and earned?

I find that, as everyone would expect, that we have to deliver even MORE!

I am NOT talking about “UNDER-Promising” and then over delivering… no. I Am talking about OVER Promising and then Waaaaaaaaaaay Over delivering!

A little different that the old ‘under-promise’ model we are taught isn’t it?

The cool thing is, this very ideas is one of the BIG reasons that the folks who generate massive results in our business not only understand, but strive to test and expand the limits of every day… YES, we are constantly looking for ways to add even MORE Value to the process and interaction everyday!

…and so are the rewards!

The best news is, that truly serving others in this way is always waaay more rewarding the MORE I do it… now THAT is More Than Magic!

Find Your Passion… DO Your Purpose… Make It Profitable!

Live “L.O.V.E.” Everyday!
Life Of Vibrant Expression!

I am at your service and in HIS Service,
Deano (Helping You Succeed) in Reno
<><

PS
Grab Your 100% FREE, No Foolin’ Success Event Playback AND Downloadable GIFTS Now?
http://www.EntertainersSuperConference.com
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
tacrowl
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Quote:
On 2010-04-16 18:58, TheDean wrote:
Hehehehehe… funny Tom, Thanks! I guess we are ALL looking for ideas and way to be more memorable and WOW ‘all’ of our relationships, but as I said, I DO have plenty of my own answers too… hehehehe!


I had no doubt about that Dean. Probably should have added a "smiley" there. Just trying to add to your topic, which is a good one. I look forward to you sharing more of your answers.

Quote:
My core success strategy has always been to add MASSIVE Value, be a GREAT Person to work with, (easy, extra-mile… etc) and deliver a ton more than they ‘expect’. AGAIN, all that with-out having to discount or prostitute ourselves in the process.


Let's talk about that. You know what you mean by MASSIVE value, but there may be readers here who don't. Depending on the situation, value could be the addition of extras: backdrop, staging, lighting, sound, additional forms of entertainment (roving, an extra act, etc.) - all within the client's budget. Those are just a few of my ideas. What MASSIVE values do you add? Give others some examples!

On being a great person to work with, easy, going the extra mile, I'm certain many are. That is a key to longevity in this business. But that isn't a WOW experience in my mind. I consider that being a professional who cares about the client's event.

We also know that there are times where being easy going can create a less than perfect atmosphere for the presentation of entertainment. At that point it reflects on you. Part of providing that WOW experience is sometimes informing a client WHY something won't work to create the response they desire.

The WOW experience starts from the moment contact is made. It should be reflected in your promo, your mailings, your conversations, your advance work, upon arrival through show to departure and your follow up. Its more than a gift. Its more than being easy to work with. Its more than a great show. Its everything you do that others don't.
Tom Crowl - Comedy Ventriloquist

ComedyVentriloquist.com

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