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Making the Fan
By David MillayBusiness
Making the Fan episodes
- The Parallels Between Rabid Fandoms and Religions w/ Jodi Eichler-Levine
Taking a non-traditional exploration of fandom, today’s episode features Jodi Eichler-Levine, who studies the parallels between classic religions and fan cultures. After learning of Jodi's research from her a Twitter-trending analysis on “Disney adults” or “Disney-files”, David and Jodi take a deeper dive into the principles that Disney has utilized to create evangelists of their brand and the strategies and tactics brands can adapt to their organization to inspire their own fanatics.
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Show Notes
3:52 The Foundation of Jodi’s Research
6:00 The 3 Parallels
7:28 Story
12:11 Core Memories with Disney
14:41 Transitioning Into the Story Through Theme Parks
16:00 Ritual
19:43 Creating an Environment for Individual Rituals
22:41 The Emotions of Being a Fan
25:56 Merchandise and Souvenirs as an Amulet
30:20 Community and Collective Effervescence
33:07 Creating a Environment for Community
34:33 The Magic in runDisney Races
46:52 The Diversity of Disney Fans
49:39 Journeying to Marceline, Missouri, Walt Disney’s hometown
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For more information on the topics covered in this episode:
Follow Jodi on Twitter and check out her website
Once Upon a Time - the Twitter thread that started it all“The Gospel According to Disney” by Mark Pinsky
Disney Pin trading
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay58 min - What Drives Customers to Buy w/ Katelyn Bourgoin
Before the “driveway to driveway” customer journey begins, there’s the whole buying process. What prompted the customer to consider your brand, product or service? What motivated them to complete the purchase?
This week, we’re jumping into the psychology behind why people buy with Katelyn Bourgoin, CEO of Customer Camp. Katelyn and David hit on the journey before the journey, the four key trigger events that lead to purchases and solutions companies have created by truly listening to their customers.
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Show Notes
0:00 Introduction
2:30 The Golden Nugget - Review Mining
5:54 Customer Camp Background
8:55 Marketing Takeaways from an Old School Alarm
14:21 Building Trust with New Customers
17:54 Creating “Instagrammable” moments
20:33 The Trigger Events
28:47 Understanding Who Customers Are and What They Want
35:34 Targeting Customers on Jobs to be Done
45:13 The Biggest Misunderstanding - We Aren’t Rational
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For more information on topics covered in this podcast:
CustomerCamp.co
Follow Katelyn on Twitter and subscribe to her newsletter
Clay Christensen | The Theory of Jobs to be DoneOther Flip the Switch podcasts referenced -
Ep. 115: How the Savannah Bananas Create the ‘Greatest Show Possible’ w/ Jesse Cole
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay50 min - The 5 Key Elements Impacting Powerful Customer Experiences w/ Elizabeth Dixon
To design a first-class customer experience, it starts with the mindset, the stories we’re telling ourselves internally and the framework for how we’re viewing the world and aligning it with what we want to create for people around us.
In this episode, David sits down with Elizabeth Dixon, entrepreneur and business leader at Elizabeth Dixon Speaks. Elizabeth has worked for or alongside several customer-centric organizations, including her current role of Principal Lead of Strategy, Hospitality and Service Design at Chick-fil-A corporate. Combining best practices and insights from her career, Elizabeth shares the 5 key elements of a great customer experience.
From mindset, we discuss the differences between service and hospitality, customer clarity, defining what makes your organization unique and innovating to meet customer needs.
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Show Notes
3:27 Applying Strategy and Design to CX
5:03 5 Key Elements of Great Customer Experience
6:52 Elizabeth’s Career Path through Chick-fil-A
7:53 The Difference Between Service and Hospitality
15:09 Choosing Your Mindset
22:15 Recovery Situations and Broken Processes
26:15 Disney and Ritz-Carlton’s Service Recovery systems
29:55 Create Your Culture
35:19 Know Your Customer
40:24 Define Your Differentiator
43:20 Pursue Innovation
—--
For more info on the topics covered in this episode, check out:
ElizabethDixonSpeaks.com
Connect with Elizabeth on Instagram or LinkedIn
The Power of Customer Experience: 5 Elements to Make an Impact
A More Beautiful Question by Warren Berger
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay50 min - How the Savannah Bananas Create the 'Greatest Show Possible' w/ Jesse Cole
Our first three-peat on the show, we welcome back Jesse Cole, owner of the Savannah Bananas. In previous episodes, David and Jesse have jammed and brainstormed, but in this show, we unpack the Bananas’ 5-E-Framework that has propelled their Fans First model into a global phenomenon. What the Bananas lack in detailed processes and metrics, they make up for in intentionality, in-depth knowledge of their product and fans and the impression they leave through every step of the in-person and virtual experience.
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Show Notes4:04 Fans First: The Savannah Bananas Story
5:08 Capturing the World’s Attention
10:47 Balancing Attention and Intention
12:49 The 5 E Framework
13:16 Eliminate Friction - What Hurts the Most
20:01 Make the Small Bets
21:52 Entertain Always - How You View Things is How You Do Things
23:43 The Last Impression
29:34 Experiment Constantly
33:11 Collecting Data and Feedback
35:48 Undercover Fans
38:11 Engage Deeply
45:19 Empowering Action
49:23 “The First Fan is Yourself”
-----Want more from Jesse Cole and the Savannah Bananas?
Books:
Fans First: Change The Game, Break the Rules & Create an Unforgettable Experience
Find Your Yellow Tux: How to Be Successful By Standing Out
Connect with Jesse: Twitter | LinkedInFindYourYellowTux.com | Business Done Differently Podcast
Follow the Savannah Bananas: Facebook | Twitter | Instagram | TikTok | YouTube
Check out Jesse’s other appearances on Flip the Switch:
Episode 14: Fans First
Episode 44: A Culture of Experimentation and Innovation
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay54 min - Creating a More Captivating Customer Service Training w/ David Millay and Katie Rudy
Customer service training shouldn't be something you have to do, but something you get to do, to empower the event staffs that serve your fans and represent your brand.
In this episode, David Millay and Katie Rudy break down the the key components, resources and best practices to running a more captivating training.We cover:
- In-person vs. virtual formats
- Training mindsets
- Inspirational vs. instructional content
- Who should be invited and ideal activities for different sized-groups
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Inspired to transform your training? Get started with this event staff service training toolkit, chock full of the components to include, event checklists and email templates.
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay31 min - The Building Blocks of LEGO's Content & Fandom Strategy w/ James Gregson
Similar to the passion fans have for Disney, young kids and adults alike have deep emotional connections with LEGO. In this week’s episode, James Gregson, creative director for LEGO Group’s internal creative agency, breaks down the content strategies that elicits that fandom and helps “inspire the builders of tomorrow.”
The conversation covers the product partnerships and user-generated content that LEGO utilizes to strengthen relationships and bring new fans into the ecosystem and the creative process James’ team employs to build campaigns.—--
Show Notes
2:34 From Social Strategy to Full Content Strategy
5:37 Creating Impactful Content
8:20 Designing Content for Niche Audiences
10:07 Using Content to Attract New Fans
16:02 Defining Success in Campaigns
20:05 Campaigns with Unexpected Results
24:30 Encouraging Play within Adults
28:07 Crowdsourcing New Product Ideas
33:17 Creator and Influencer Partnerships
37:50 LEGO’s Brainstorming Process
45:18 Parting Advice
—--
For more on topics covered in this episode:
View LEGO Content on Twitter | Instagram | YouTube | LEGO Ideas
LEGO Fans’ Product Ideas
LEGO Collaborations: Target | Adidas All-Star
Carolina Panthers’ 2022 Schedule Release
Episode 105: Storytelling and Personifying a Brand Voice w/ Amie Kiehn
Connect with James on Twitter and LinkedInConnect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay48 min - How to Become Customer-Centric vs. Customer-Focused w/ Annette Franz
The terms “customer-focused” and “customer-centric” are often used interchangeably, but there are distinct differences from how an organization is culturally structured to how they serve their customers.
In this week’s episode, Annette Franz joins David Millay to discuss her latest book, “Built to Win: Designing a Customer-Centric Culture that Drives Value for Your Business” and the 10 principles to become a more customer-centric organization.
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Show Notes
2:20 Customer-Focused vs. Customer-Centric Organizations
4:37 Where Customer-Focused Organizations Fall Short
8:05 Making the Flip to Being Customer-Centric
13:35 The 10 Principles of Customer-Centric Organizations
22:12 Emphasizing Principle 1: Culture is the foundation (core values + behaviors)
27:06 Emphasizing Principle 2: Leadership commitment and alignment are critical to success
31:46 Emphasizing Principle 3: Employee experience - employees must be put more first
35:15 The Importance of Servant Leadership
40:57 Aligning Product Offerings with Customer Wants - What Problem Are You Solving?
45:33 Customer Acquisition vs. Customer Retention and NPS
—--
For more on the topics we covered in today’s episode:
Check out Annette’s books -
Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business)
Built to Win: Designing a Customer-Centric Culture that Drives Value for Your Business
From Built to Win - 10 Principles That Ensure Customer-Centricity
- Culture is the foundation (core values + behaviors)
- Leadership commitment and alignment are critical to success.
- Employee experience: employees must be put more first
- People come before products.
- People come before profits.
- People come before metrics.
- Customer understanding is the cornerstone.
- Governance bridges organizational gaps.
- Outside-in thinking and doing vs. inside-out thinking and doing are core.
- The Platinum Rule over the Golden Rule. Dr. Tony Alessandra’s Platinum Rule Concept - Treat others the way they want to be treated.
Everybody Matters by Bob Chapman
Sapiens: A Brief History of Humankind by Yuval Noah Harari
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CX-Journey.comConnect with Annette on Twitter or LinkedIn
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay52 min - Driving Deeper Engagement Through Digital Activations (Part Two) w/ Nick Lawson
Nick Lawson, Co-Founder and CEO of SQWAD rejoins the podcast to discuss the current state of the digital space, sponsorship activations and fan engagement. With much to cover, we split this conversation into two episodes. Listen to the first episode here.
In part two, we jump back into the conversation with David Millay and Nick discussing the problems with sponsorship and the deep dive that SQWAD has done to solve them. This episode features strategies and tactics to help organizations and sponsors develop successful campaigns that meet the four steps of awareness, engagement, action and retargeting.
—--
Show Notes0:00 Introduction
2:00 The Problems with Sponsorship
6:34 Best Practices in Sponsorship Retargeting
16:02 Cracking YouTube for Views
21:33 Building Fans Through YouTube Highlights
24:36 Engaging Sponsors in NFTs
30:24 Repurposing Stadiums into Digital Playgrounds
34:16 Connecting with Fans Outside of the Stands
37:34 Augmented Reality vs. Virtual Reality
—--
For more info on the topics covered in this episode:
Nick’s Other Flip the Switch Appearances -
Episode 17: Sponsorship that Engages, Not Distracts
Episode 110: Driving Deeper Engagement Through Digital Activations (Part One) w/ Nick Lawson
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Episode 27: Merging Physical & Digital Worlds w/ Javier Martinez GarciaSQWAD | Twitter | LinkedIn
Reimagined Football Challenge
Dunkin’ Coffee Race
--
Connect with Nick on Twitter or LinkedIn
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay45 min - Driving Deeper Engagement Through Digital Activations (Part One) w/ Nick Lawson
Nick Lawson, Co-Founder and CEO of SQWAD, joined David Millay on Flip the Switch on March 1, 2020 to discuss the role of digital activations in sports sponsorship. Just two weeks after, that episode became a playbook as sports leagues and teams turned to digital and virtual platforms to engage brands and fans throughout the pandemic.
Two years later, we invited Nick back to discuss the current state of the digital space, sponsorship activations and fan engagement. With much to cover, we split this conversation into two episodes.
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Show Notes0:00 Introduction
4:30 “Reimagine Football” Challenge Win
7:09 SQWAD’s FanTile Activation Tool
14:47 The Context of Sponsorship - Goodwill vs. Efficiency
22:42 In-Venue Promotions and the Overall Fan Experience
28:47 Ads and Sponsorship That Resonates
41:03 Identifying the Sponsors’ Goals
-----For more info on the topics covered in this episode:
Nick’s First Appearance - Episode 17: Sponsorship that Engages, Not Distracts
SQWAD | Twitter | LinkedIn
Reimagined Football Challenge
Dunkin’ Coffee Race
Connect with Nick on Twitter or LinkedIn
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay49 min - Aligning Strategy, Culture and Leadership w/ Len Perna
In today’s episode, David is joined by Len Perna, Chairman and CEO of TurnkeyZRG. Having managed more than 1,400 executive searches, from coaches to middle management to executive leaders, Len shares how his talent advisory firm aligns clients on strategy and cultural fit with the current marketplace, the key attributes they look for in leaders and the “Moneyball” methodology they use to evaluate candidates.
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Show Notes
2:54 Evolution of TurnkeyZRG
5:02 Solving People Problems
6:55 Integrating a New Leader in the Culture
9:14 Identifying Candidates to Fit Future Cultures
10:36 The Key Leadership Attribute: Self-Awareness
16:23 Importance of Role Clarity
20:42 Hiring Internal vs. External Candidates
23:31 Evolving Leadership Skill Sets
27:09 Executive Search Interview Structure
32:40 A Placement That Didn’t Work
36:23 Making Calculated Out-of-the-Box Hires
40:48 Building the Future Front Office / Athletic Department
44:39 Capturing TurnkeyZRG’s Attention During Searches
48:00 Len’s Parting Advice
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For more on topics covered during this episode:
TurnkeyZRG
MarketCast
Brimstone Consulting
Walking the Talk | 6 Archetypes of CultureConnect with Len via email
Connect with Host, David Millay:
Connect w/ David Millay on LINKEDIN: https://www.linkedin.com/in/davidmillay/
Follow David on INSTAGRAM: https://www.instagram.com/david.millay/
Follow David Millay on TWITTER: https://twitter.com/DavidMillay50 min
About Making the Fan
From the publisher's feed
Turn casual customers into faithful fans. And employees into evangelists.
A dynamic show with different formats designed to help you grow average revenue per customer (ARPU) and reduce…
customer churn.
Casual conversations with host David Millay and the best brand marketers and operators in the world. Scientific breakdowns of tribes, trends, theories and tests (brand case studies). And idea brainstorms with recurring guests, like Christina Garnett, Troy Hidduke Campbell, and Kaila Pettis.
Casual conversations with host David Millay and the best brand marketers and operators in the world. Scientific breakdowns of tribes, trends, theories and tests (brand case studies). And idea brainstorms with recurring guests, like Christina Garnett, Troy Hidduke Campbell, and Kaila Pettis.