*This conference session requires registration and payment.
Culture + Brand: How to Differentiate to Attract Customers & Employees
Who you are and who you’re not determines your growth and profitability. Your culture and brand, positive or negative, impact your ability and cost to attract and retain both employees and customers, and the lifetime value you receive from both. Learn how to define and leverage your company’s culture to maximize profits. This session will include practical and actionable ways to define, build and roll out your culture and brand.
Michele Nichols - Launch Team Inc.
Improve Your Sales & Marketing Messaging Through The Power of “Why”
Companies are often frustrated by prospects who “commoditize” their offerings, however, these organizations often help perpetuate this through communicating only features and benefits. Today, prospects want a human connection with the brands they engage with making it critical to clearly articulate your organization’s unique “reasons to buy” and connect them to its “reason for existing” because, “People don’t buy WHAT you do, they buy WHY you do it” (Simon Sinek). Through case studies, discussions, and hands-on activities, explore how linking an organization’s WHAT and HOW to its WHY can emotionally connect with prospects to drive engagement. Join in learning how to uncover your competitive advantages and reason for being. Then explore how to craft messaging that drives an emotional connection with prospects. Furthermore, learn the process that you can do with your team for discovering and articulating your organization’s WHY and connect your competitive advances, so you stand out.
Dan Gartlan - Stevens & Tate Marketing