Making the Fan

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.  —--Show Notes3:52      The Foundation of Jodi’s Research6:00      The 3 Parallels7:28      Story12:11   Core Memories with Disney14:41   Transitioning Into the Story Through Theme Parks16:00   Ritual19:43   Creating an Environment for Individual Rituals22:41   The Emotions of Being a Fan25:56   Merchandise and Souvenirs as an Amulet30:20   Community and Collective Effervescence33:07   Creating a Environment for Community 34:33   The Magic in runDisney Races46:52   The Diversity of Disney Fans49:39   Journeying to Marceline, Missouri, Walt Disney’s hometown —---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 PinskyDisney Pin tradingConnect 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/DavidMillay

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.-----Show Notes0:00    Introduction2:30    The Golden Nugget - Review Mining5:54    Customer Camp Background8:55    Marketing Takeaways from an Old School Alarm14:21  Building Trust with New Customers17:54  Creating “Instagrammable” moments20:33  The Trigger Events28:47  Understanding Who Customers Are and What They Want35:34  Targeting Customers on Jobs to be Done45:13  The Biggest Misunderstanding - We Aren’t Rational-----For more information on topics covered in this podcast:CustomerCamp.coFollow Katelyn on Twitter and subscribe to her newsletterClay 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 ColeConnect 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/DavidMillay

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.—--Show Notes3:27    Applying Strategy and Design to CX5:03    5 Key Elements of Great Customer Experience6:52    Elizabeth’s Career Path through Chick-fil-A7:53    The Difference Between Service and Hospitality15:09  Choosing Your Mindset22:15  Recovery Situations and Broken Processes26:15  Disney and Ritz-Carlton’s Service Recovery systems29:55  Create Your Culture35:19  Know Your Customer40:24  Define Your Differentiator43:20  Pursue Innovation—--For more info on the topics covered in this episode, check out:ElizabethDixonSpeaks.comConnect with Elizabeth on Instagram or LinkedInThe Power of Customer Experience: 5 Elements to Make an ImpactA More Beautiful Question by Warren BergerConnect 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/DavidMillay

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.  -----Show Notes4:04    Fans First: The Savannah Bananas Story5:08    Capturing the World’s Attention10:47  Balancing Attention and Intention12:49  The 5 E Framework 13:16  Eliminate Friction - What Hurts the Most20:01  Make the Small Bets21:52  Entertain Always - How You View Things is How You Do Things23:43  The Last Impression29:34  Experiment Constantly33:11  Collecting Data and Feedback35:48  Undercover Fans38:11  Engage Deeply45:19  Empowering Action49:23  “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 OutConnect with Jesse: Twitter | LinkedInFindYourYellowTux.com |  Business Done Differently PodcastFollow the Savannah Bananas: Facebook | Twitter | Instagram | TikTok | YouTubeCheck out Jesse’s other appearances on Flip the Switch:Episode 14: Fans FirstEpisode 44: A Culture of Experimentation and InnovationConnect 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/DavidMillay

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 formatsTraining mindsets Inspirational vs. instructional content Who should be invited and ideal activities for different sized-groups -----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/DavidMillay

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 Notes2:34    From Social Strategy to Full Content Strategy5:37    Creating Impactful Content8:20    Designing Content for Niche Audiences10:07  Using Content to Attract New Fans16:02  Defining Success in Campaigns20:05  Campaigns with Unexpected Results24:30  Encouraging Play within Adults28:07  Crowdsourcing New Product Ideas33:17  Creator and Influencer Partnerships37:50  LEGO’s Brainstorming Process45:18  Parting Advice—--For more on topics covered in this episode:View LEGO Content on Twitter | Instagram | YouTube | LEGO IdeasLEGO Fans’ Product Ideas LEGO Collaborations: Target | Adidas All-StarCarolina Panthers’ 2022 Schedule ReleaseEpisode 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/DavidMillay

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.—--Show Notes2:20     Customer-Focused vs. Customer-Centric Organizations4:37   Where Customer-Focused Organizations Fall Short8:05     Making the Flip to Being Customer-Centric13:35   The 10 Principles of Customer-Centric Organizations22:12   Emphasizing Principle 1: Culture is the foundation (core values + behaviors)27:06  Emphasizing Principle 2: Leadership commitment and alignment are critical to success31:46   Emphasizing Principle 3: Employee experience - employees must be put more first35:15  The Importance of Servant Leadership40:57   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 BusinessFrom Built to Win - 10 Principles That Ensure Customer-CentricityCulture is the foundation (core values + behaviors)Leadership commitment and alignment are critical to success.Employee experience: employees must be put more firstPeople 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 ChapmanConnect 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/DavidMillay

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   Introduction2:00   The Problems with Sponsorship6:34   Best Practices in Sponsorship Retargeting16:02  Cracking YouTube for Views21:33  Building Fans Through YouTube Highlights24:36  Engaging Sponsors in NFTs30:24  Repurposing Stadiums into Digital Playgrounds34:16  Connecting with Fans Outside of the Stands37:34  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--Episode 27: Merging Physical & Digital Worlds w/ Javier Martinez GarciaSQWAD | Twitter | LinkedInReimagined Football ChallengeDunkin’ Coffee Race --Connect with Nick on Twitter or 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/DavidMillay

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.-----Show Notes0:00   Introduction4:30   “Reimagine Football” Challenge Win7:09   SQWAD’s FanTile Activation Tool14:47 The Context of Sponsorship - Goodwill vs. Efficiency22:42  In-Venue Promotions and the Overall Fan Experience28:47  Ads and Sponsorship That Resonates41:03   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 | LinkedInReimagined Football ChallengeDunkin’ Coffee Race Connect with Nick on Twitter or 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/DavidMillay

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.-----Show Notes2:54   Evolution of TurnkeyZRG5:02   Solving People Problems6:55   Integrating a New Leader in the Culture 9:14   Identifying Candidates to Fit Future Cultures 10:36  The Key Leadership Attribute: Self-Awareness16:23  Importance of Role Clarity20:42  Hiring Internal vs. External Candidates23:31  Evolving Leadership Skill Sets27:09  Executive Search Interview Structure32:40  A Placement That Didn’t Work36:23  Making Calculated Out-of-the-Box Hires40:48  Building the Future Front Office / Athletic Department44:39  Capturing TurnkeyZRG’s Attention During Searches48:00  Len’s Parting Advice-----For more on topics covered during this episode:TurnkeyZRGMarketCast 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/DavidMillay