M2 Guests Flashcards
Who is Carol Shmygol?
Senior VP at ATB (alberta treasury branch)
Was interested in marketing from early
Accroding to Carol ,what is power of branding?
hard to measure, but hella important
What metrics do ATB use?
1) Customer obsession index: how clients feel about them and actual revenue they bring (defend, value, recommend, etc.)
2) brand equity
3) brand awareness
Carol view on social media and biz?
- should have people who monitor any company mentions, and other news online
- beware of social movements - can be good to align yourself but gotta make sure its somethign true that aligns also with your actual values
- dont actualllt have to add themselves to the convo
Carol on an evolving brand?
- make sure everyone in org (even bottom) knows whats going onn and hsow how to change if needed
- bring people with the right DNA in in the first place (culture fit vs job/skills fit)
Who is Peter Keith?
- Cofoundder of Meuwly’s Artisan Food Market
- Director of product operations at The Public Food Hub Co.
- UofA alumnus!
What is the meuwlys strategy? How did Peter find it?
strat = high quality non-preservative food at premium price
Found it by just going for it, but also by making sure there was space and feasibility (think matrix of healthy or not and cheap or expensive – cheap and unhealthy is easy, but expensive and unhealthy is a little harder, so went for healthy but expensive a bit still because that would be feasible and make sense)
Peter’s view on customer relationships?
- saw an absolutely passionate and obsessed customer? Hired her! (she knows the product, actually interested in it and feels for the company and its values)
- need the internal culture of everyone cares and help each other, and translate that to external to show everyone they serve those values
- need internal capabilities of the right people (liek those who alreayd have same values) and external by translating those values etc into actual actions (ex: someone askef for a refund bc bad, you give it full and right away, and they respond with 5 star review and tons moreservice! (take care of the customer and they will pay you back)
according ot Peter, how to actually motivate those employees to deliver the company values and vibe?
- treat them well (understanding, give time off when they need it)
- model the desired actions (ex: want clean space always? even as CEO just clean it rather than saying hey you come clean this)
not punish if dont do it or reward if do, but properly teach WHY it is done and bring them to your viewpoint
Who is Jared Tabler?
Director in McQueen creative (consulting)
How does McQueen creative do their strategy?
Since they’re telling people to do a rolling strategy evaluation, they do too. Always checking and up to date with whats goin on in the internal and external env. often use PEST thing
Who is Paul Blais?
Remax franchisee and runs his own brokerage
Paul Blais strategy?
- meet often with team and realtors to convey their strategy and what their mind is at higher up (less concerned with how they respond/execute)
- big customer service emphasis - connect with the PEOPLE (bc the realtors are their customers as a brokerage)
Paul Blais thought on branding?
- conveys trust (ex under Remax umbrella you got much more clout and leverage)
- less of a company brand in real estate and more of a YOU personall brand
- strong brand = much more successful
Paul: What look for as an agent when choosing a brokerage?
1) core values that align with yours
2) training (lots places say they have it but actualy it aint much)
3) fees (tons involved in starting in real estate, gotta beware and watch every penny)
