Looking for ideas on how to "wow" your audience and get them to sing your praises? Here are some great idea for Turning your Customers into Brand Ambassadors!

2. Who Are We?
Deb Brown
Founder of Touch Your Client’s Heart
Heather Coughenour
Founder of Rebel 42 Design Agency

3. What is Branding?
3 elements of branding that really make up your brand:
● Voice (What your company talks about and the tone it uses
in copy from your website to ads and social media)
● Visuals (Logo, color palette, photography, website, etc)
● Customer Experience & Reputation (What you’re known for
and the experience clients have using your
products/services)

4. “Brand is not what you say it is.
It’s what they say it is.”
-Marty Neumeier

5. What’s the Fastest Way to Get People to Talk About You?

6. Case Study #1:
United Airlines
Tagline:
Fly the Friendly Skies

9. How has it affected public opinion and their brand?
*Net Promoter Score as of 10/09/17

10. Case Study #2:
JetBlue Airlines
Tagline:
You Above All

11. JetBlue Customer Experience Stories
JetBlue buys customer a Starbucks Venti Mocha and delivers
it to his flight (Dr. Paul Gordon Brown’s Blog - Dec. 6, 2013)
JetBlue partners with Gladly to track customer experience
across platforms in real-time (Condé Nast Traveler - Aug. 8,
2017)
JetBlue Offers $99 Flights to Florida for Hurricane Irma
Evacuees (JetBlue Blog - Sept. 14, 2017)

12. How has it affected public opinion and their brand?
*Net Promoter Score as of 10/09/17

13. Your customers fall into 1 of 3 categories:
● Detractors
● Passives
● Promoters (aka Brand Ambassadors)

14. Top 4 ways to find out what they want:
1. Surveys/Polls
2. Analytics (social media & web)
3. Competitor Analysis/Online Reviews
4. Social Listening

15. Case Study #3:
MnUps Magazine
Goal:
Increase Site Traffic

16. How our fans became our marketing team
The tools used to create a marketing team from our followers:
Know your audience. (Who are they? What do they like? What do they
want from you? Look at your feedback and analytics to get the real
story.
Know what your competitors are doing right to get people talking.
Find a way to do something similar, but make it yours and do it in way
that your audience wants. What would get them excited? Is there
something you could do to connect with them that your competitors can’t
or haven’t thought about?
Give them a reason or incentive to share and make sure they tag your
business.

17. How our fans became our marketing team
Pro tip: People like being featured in a way that’s fun and exciting. Find
a way to brag them up or feature them online, especially if it’s helpful to
their business/goals. Become their biggest fans (but you better mean it)!!

18. Results
*Dates Shown: 11/5/2014 through 1/6/2015
9.64% Increase;
$0 ad spend

19. Creating a flight plan
1. Look at your insights and analytics
2. Who is your audience
3. What are they responding to (what gets them talking and tagging)?
4. What is the competition doing?
5. What does your competition’s audience respond to?
6. What is something they’re doing that’s working well?
7. What’s something they’re not doing that feels like a missed opportunity?

20. S
Strengths
W
Weaknesses
O
Opportunities
T
Threats
My Company
My Closest Related
Competitor
SWOT Solution

21. Let’s Take a Break

22. Expectations
What are your expectations when you buy a plane
ticket?
Have you ever had an airline experience that did not
meet expectations?

23. What are you promising
your customers?

24. 3 ways to gauge if you’re meeting expectations:
1. Ask about expectations at the
beginning of the project
2. Check in regularly
3. Do an exit survey

25. The most important question on your exit survey:
On a scale of 1 to 10, how likely are you to
refer our company/service/products to
friends, family, and colleagues.

26. Calculating your NPS (Net Promoter Score):
● Promoters (9-10)
● Passives (7-8)
● Detractors (0-6)
● Subtract the % of detractors from % of
promoters
● Aim for 50-80%

27. Net Promoter Score (a.k.a. NPS)

28. Exceed Expectations
Think about when an airline has exceeded
your expectations.

29. Case Study #4:
Southwest
Tagline:
“You Are Now Free to
Move About the
Country”

30. How your mission affects customer experience
The Mission of Southwest Airlines
The mission of Southwest Airlines is dedication to the highest quality of
Customer Service delivered with a sense of warmth, friendliness, individual
pride, and Company Spirit.

31. Southwest Customer Experience Stories
Two Southwest employees worked together to save the life of
professional speaker Larry Colbert’s guide dog, Banner.
(Forbes - Aug. 1, 2017)
Pilot holds the flight for a man caught in LA traffic. (Mental
Floss - Dec. 15, 2015)
Southwest reroutes customer to see comatose son. (Fox
News - May 27, 2015)

32. How has it affected public opinion and their brand?
*Net Promoter Score as of 10/10/17

33. How was your flight?
Terrible
Fine
Amazing

34. What’s the Fastest Way to Get People to Refer You?
Exceed Expectations
Show Appreciation
Do something sharable - Purple Cow

35. Case Study #5:
Zappos.com
Tagline:
Powered by Service

36. How your mission affects customer experience
Zappos Family Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble

37. Zappos Customer Experience Stories
CEO Tony Hsieh encourages clients to call Zappos customer
service for pizza at 2 am. (Infinit Contact - Oct. 29, 2013)
Zappos rep takes a plane and hand delivers a purse. (Forbes
- Aug. 1, 2017)
They sent flowers to a customer who had problems finding
shoes due to a medical condition. (Business Insider - Jan. 9,
2012)

38. How has it affected public opinion and their brand?
*Net Promoter Score as of 10/10/17

39. Do you have a mission
or core values?

40. What are your customers
saying about you?

41. Brand Ambassador Call
During this 60-minute call you’ll get:
● Focused, strategic brand ambassador planning with Deb and
Heather
● Current marketing and branding overview with an action
plan recommendation
● Voice and Visuals review to find areas that need
improvement
● Customer experience review and action plan
All for only $97!

42. Brand Ambassador Action Plan
http://bit.ly/ambassadorcall
Thank you for joining us!