Business Networking Roundtable #29
Stories That Work®
Tell the BrandStory Only You Can Tell
Wednesday, May 15, 2019
9 am - Noon
840 1st Avenue
King of Prussia, PA 19406
Gerry Lantz, is hosting 12 Beacon members for a morning continental breakfast meeting in the Executive Conference Room at Hallwayz, located near the Valley Forge Casino complex.
About Our Host
Gerry is a solopreneur with a referral partners for the purpose of shared business development targeting small to mid-sized B2B companies. At the same time Gerry wants to allocate time to speaking to business associations (manufacturing) to generate leads, and ultimately clients.
Stories That Work® Overview
(in Gerry’s own words)
“I believe every brand has a story to tell. An actual story that only it can tell. A brand’s story is the one thing that competitors can’t copy. It is a sustainable competitive advantage, an asset that can grow over time if nurtured and supported.
Stories That Work help brands discover their unique, powerful story and tell it in language that is human, true to the them, and fresh to the category. Even better, every B2B brand has a human side that is nearly always unexploited and is at the heart of a brand’s persuasiveness. A brand is a promise of an EXPERIENCE. And the EXPERIENCE of that promise delivered. What capture experience better than a story—and story thinking.
As the key element any good story, I ask marketers "What does your brand fight for?" And “Why?” (Most B2B brands are trapped in “me-too” generic lists of features and benefits.) Clients quickly discover that their brand’s story is not theirs but the heroic arc of their customers’ successes because of the products or services they provide.
Stories That Work uses a 5-Step story-based process with clients (and their customers) to deliver their unique story:
1. Brand Story Audit (including Founding Stories, Top-of-Mind associations, and brand archetype/character analysis),
2. Competitive Brand Story Analysis,
3. Brand Values Identification (with supporting Success Stories),
4. Brand Story Communications Guide (including Target Personas—customer story and promised experience), and
5. Brand Story Activation (content/Selling Stories told in the marketplace).
The resulting Brand Story becomes the basis for all communications: brand naming, tagline, digital and traditional media content, sales literature, trade shows, collateral of all types, PR, etc.”
Gerry's Business Challenge . . .
Gerry’s objective for his BNR session is to receive the group’s advice whether to
1. expand or
2. focus his alliances to a few preferred partners* or multiple players.
Additionally, he seeks the group’s guidance on how to …
· manage sources of new business including speaking,
· allocate clients to partners,
· create passive income from partners and eventually his own IP
· exploit LinkedIn (for which he has no current, on-going program of outreach and content)
*Current referral partners include 2 design firms, a creative/digital marketing agency, and an affiliated group of consultants. The last two are strategic alliances.
Gerry's Life Goal Challenge . . .
Goal #1 Do all of this and Work 4 days and Play 3.
Goal #2 Work 3 Play 4.
How a BNR Works
A Business Networking Roundtable (BNR) event is a Member business-focused event designed to enable Members to share information about their business with other Members and for participants to learn about other Member businesses in a focused and moderated setting.
The Business Networking Roundtable events are for Members who are currently in a business and who wish to do business with other BEACON Member businesses.
The purpose of the meeting is business networking and designed to be a better way to learn more in-depth knowledge about other Member’s businesses with whom participants may want to engage, collaborate and or recommend to their business network.
Instead of the usual 30 second “elevator pitch” participants will be given 3 minutes to answer the following questions which will help others understand their business and what it is that they are looking for:
1. What is your business?
2. What makes you different?
3. Who is your ideal client?
4. What is a good referral for you?
Participants will also be able to participate in a 20-minute discussion of a business challenge or topic of the Host’s choosing. Best practices, suggestions, experiences will be shared.
Participants will be principals, owners, partners or representatives of a BEACON Member business. There is no limit to the size of the Member business. While many BEACON Members are in transition and considering starting their own business, Business Networking Roundtable events may be attended ONLY by Members who have a recognized (registered) business entity. Participants will:
- Pre-register for a specific Business Networking Roundtable event through the Beacon website.
- Agree to the meeting guidelines and strictly adhere to them.
- Come to the meeting prepared to answer the 4 questions below for their Business.
- Act in good faith to support other Participants by providing assistance with contacts and or referrals as appropriate.
Be members of the BNR Group that is maintained on the Causeway site.
Be on time and stay through the end.
- Follow the directions of the Facilitator and stay within the time allotted.
- Extend professional courtesy to others by refraining from using phones, working on computers (other than taking notes) or texting during the meeting.
- Every effort should be made to avoid distracting other Participants during the meeting.
- Act ethically and in good faith with information and content of discussions that may take place during the meeting. Agree not to share information disclosed with Participants competitors.
- Follow up on commitments made to others during the meeting.
Come join your fellow members in a one-of-a-kind Beacon experience.