1. Marketing and Communications: Right On and Relevant
MelynnSight President
2. December 19 2
3. http://tobytripp.github.com/meetingticker/ 3
4. Do you and your members see eye to eye on what is most
relevant?
5. Value leadsto Trust Relevance leadsto Leadsto Connections
5
6. Relevance Survey Washington Washington Maine Montana
Minnesota North Dakota Vermont Minnesota Oregon New Hampshire
Wisconsin Idaho Massachusetts Wyoming South Dakota New York
Michigan New York Rhode Island Connecticut Iowa Pennsylvania Nevada
Nebraska New Jersey Ohio Illinois Illinois Delaware Utah West
Colorado Indiana Virginia Virginia Maryland Kansas Missouri
California Kansas Kentucky Arizona Oklahoma North Carolina North
Carolina Oklahoma Tennessee Arkansas South Arizona New Mexico
Carolina Mississippi Texas Alabama Georgia Louisiana Florida
Florida 6
7. What did they say? Commitment Caring Clarity Communication
Cost Consistency Consumables Connections 7
8. 8
9. What else? And what were they saying that they didnt
actually say? Youcantalwayssolveinsightproblems
withlogicyouhavetoedit. MalcombGladwell 9
10. And what were they saying that they didnt actually say?
1.Wearenot allthesame Donttreatusthatway 10
18. How do you do it? 1. Mission 2. Goals 3. Corevalues 4.
Whatyourmembersneedmost 5. WhatYOU dowellandaspiretobecome 6.
Distinctionfromyourcompetitor
Astraightforward,simple,portablepromise 19
19. What does it look like? IC.A.R.E. Innovate,Create,Assess,
Relate,Excelerate NARAELD
YouhavetoStandforSomethingorYouStandforNothing. AlexanderHamilton
20
20. 2. Dont assume. Ask. Look ahead to tomorrow 21
21. Once you ask your members, then demonstrate that you hear
them 22
26. Create The Possible Service Level1Minimumstandards
Productdriven 27
27. Create The Possible Service Level2Marketdriven 28
28. Create The Possible Service Level3Customersdontalways
knowwhattheyneed Imaginationdriven 29
29. The Possible Service www.YouTube.com SearchforMonthlySkinny
30
30. The Possible Service www.WeMAR.org 31
31. The Possible Service 32
32. Create The Possible Service www.OKCommercialProperty.com
33
33. The Point of It All?
Wehavetoputourcrystalballouttheretobeastepandahalfaheadofwhat
themembersees.
Then,beinastrongenoughpositiontopresentthatrelevantlytoelected
leaderssotheycanmakedecisionsaboutthefuture.
Theresafinelinebetweenscarystuffincrazytimes
andbeingastrongleadergivingdirection. BillMalkasian
WisconsinAssociationofREALTORS 34