If you are in/around the badlands of Central Texas next Tuesday, consider attending the IABC Austin Chapter luncheon. I'll be sharing a version of my Starbucks Tribal Knowledge presentation.
WHEN | Tues. Nov. 6 (11:30am)
WHERE | UT Club (2108 E. Robert Dedman Dr. | map)
** REGISTER HERE **
Click here for info about the Austin chapter of the International Association of Business Communicators and click here for specifics on the event.
The following is the presentation description that appeared in the Conference materials ...
It's time to give your business a marketing physical. This may sound strange, but it's just like going to your own doctor and getting a physical for yourself. The doc takes your vital signs, asks probing questions, and conducts a few key exams. You learn what may be affecting your health, and then you adjust your day-to-day life based on the results in an effort to ward off serious illnesses.Why not do the same for your brand or business?
John Moore shows you how to conduct your marketing physical to diagnose and treat common marketing ailments like anemic sales, poor brand complexion and marketing obesity.
To view the slides, simply click the forward button below:
For the past decade, John Moore has made his mark in the marketing world by creating, championing, and implementing marketing ideas and branding ideals for Whole Foods Market and Starbucks Coffee.
As the Director of National Marketing for Whole Foods Market, John focused his team on engaging in activities which were less about using traditional advertising and more about using the influential power of customers as the advertising vehicle. At Starbucks, John led countless highly successful in-store and out-of-store marketing promotions as a Retail Marketing Manager.
Today, through speaking engagements and through his Brand Autopsy Marketing Practice, John shares business and marketing advice with companies aspiring to become the next Whole Foods or Starbucks.
He has been recognized by Fast Company magazine as a “leading practitioner of the arts of customer service and marketing” and serves as a Standards Council Advisory Board Member with the Word of Mouth Marketing Association. John is also the author of the Brand Autopsy blog and the author of TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture (Kaplan Publishing).
John Moore currently resides in the badlands of Central Texas. (That's Austin.)
The Brand Autopsy Marketing Practice was established to share the many lessons we’ve learned about meaningful marketing from working deep inside the marketing departments of Whole Foods Market and Starbucks Coffee.
We help businesses to a live happier, healthier, and more remarkable life by serving as their Primary Care Marketing Physician, conducting Marketing Physicals, and or providing Second Opinions. That’s right … think of the Brand Autopsy Marketing Practice like you do your primary care doctor.
Think about it—you visit with your doctor when you feel something is wrong with your health, when you need treatment for a recurring illness, and when you want an expert’s opinion on how to prevent getting sick again. Why not do the same for your business by visiting with a Marketing Doctor.
Primary Care Marketing DoctorThrough our continued doctor/patient partnership, we will build a bank of knowledge about how your business responds to different marketing activities. This will allow us to make smarter and more effective marketing decisions in the future.
Conducting Marketing PhysicalsDuring these physicals, we’ll ask questions and engage you in an in-depth conversation about your business. Afterwards, you’ll receive our assessments on which marketing activities your business should continue doing, stop doing, and start doing in order to maintain and grow healthy sales.
Providing Second OpinionsMany marketing decisions come down to a matter of judgment, and marketers can easily arrive at different conclusions about the same marketing problem. Second opinions often serve as a check against unnecessary marketing activity. After all, sometimes even marketers need a second opinion.
As a presenter, John Moore speaks from the heart and has a genuine passion for sharing ideas leaving attendees a little smarter and a lot more inspired to make things happen at work. His most requested presentation is Starbucks Tribal Knowledge. In this presentation, John shares the many lessons he learned from Starbucks on how to build an endearing and enduring brand.
In another presentation, jumboSHRIMP Marketing, John talks about how big business can become bad business and he shares rules benchmark companies are following to get bigger by acting smaller.
And as a member and supporter of the Word of Mouth Marketing Association (WOMMA), John also delivers whiz-bang Word-of-Mouth Marketing presentations to businesses and organizations wanting to learn more about harnessing the influential conversational power of customers.
For more on John’s presentations, scroll below ...
Starbucks Coffee has redefined modern marketing by forsaking the traditional marketing trappings of mass advertising and, instead, focusing on building endearing and enduring relationships with customers one cup, one store, at a time.
For a company that has accomplished so much, it’s surprising how little the business world really knows about how Starbucks found prosperity from selling a commodity. That’s because much of this company’s sage advice and weathered truths exist solely in the hearts and minds of long-time Starbucks partners (employees).
Starbucks tribal knowledge is an innate language that has never been written, only spoken, and then, only within the Starbucks tribe. It’s a pithy quote by a respected Starbucks executive. It’s a mantra used by Starbucks project teams to bring forth passionate followership. It’s emotionally intense advice from old-school partners that pierces the souls of new-school partners. It’s poignant. It’s thought-provoking. It’s actionable. It’s what built Starbucks the business and Starbucks the brand.
And now it’s time for those outside the Starbucks tribe to have access to this insider knowledge.
The tribal knowledge shared during this presentation is collection of those nuggets of tribal wisdom—a compendium of the truths that, added together, express the learnings and traditions of Starbucks.
This presentation, from a former long-time Starbucks marketer, is based on TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture (Kaplan Publishing, fall 2006), written by Brand Autopsy's John Moore.
When “small businesses” dream, they usually dream of becoming a bigger business. When you think about it, nearly every big business began as a small business. Nike’s first sale came from the trunk of a car. Dell shipped its first custom-built computer from a college dorm room. And Starbucks began its life as a mom and pop coffee shop.
However, a bigger business doesn’t always equate to being a better business. At some point, big becomes bad. Big becomes a matter of being convenient rather than being unique (McDonald’s). Big becomes a game of market share not customer care (Wal-Mart). Big becomes ubiquitous (Microsoft).
It seems by the time a small business gets big, it’s time for it to act small again. Paradoxical? Yes. Impractical? No.
There are countless businesses which have managed to get bigger, but still retain their semblance of smallness. They get bigger by acting smaller. In essence, these businesses are like jumbo shrimp—big, yet small.
In this presentation, you’ll learn the rules in which jumboSHRIMP businesses are following to get bigger by acting smaller.
In his Word-of-Mouth Marketing BASIC TRAINING presentation, John goes broad and deep in explaining why Word-of-Mouth (WOM) is the most influential marketing medium and how benchmark businesses are generating WOM. It’s perfect for any business or organization wanting to learn the ins and outs of Word-of-Mouth Marketing.
For those well-versed in Word-of-Mouth Marketing, John offers his Creationist WOM versus Evolutionist WOM presentation. In this thirty-minute presentation, John asks the question … Which came first, Word-of-Mouth Marketing or Marketing worthy of Word-of-Mouth?
It’s similar to the “Chicken or the Egg” debate which separates those who believe in Creationism and those who believe in Evolutionism. A similar, albeit much less culturally significant, debate is being waged these days by marketers all over the world. There are marketers who believe WOM can be created and there are marketers who believe the only way to generate long-lasting WOM is for it evolve from a remarkable product, service, or experience. Expect to spark worthwhile conversations with attendees following this thought-provoking presentation.
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