Transcript of Mike Van Ham SYLVIS Environmental September 21, 2010 – Chelan, WA Biosolids: A Piece of the...
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- Mike Van Ham SYLVIS Environmental September 21, 2010 Chelan, WA
Biosolids: A Piece of the Sustainability Pie Northwest Biosolids
Management Association
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- Charm School Proudly presented by: Miss Manners (M.D. Van Ham)
N BMA Charm School Charm School Unit #1: Relationships 1. Preparing
for the First Date 2. Dating Etiquette 3. Building &
Maintaining a Relationship 4. Keeping it Interesting 5. Living
Happily Ever After You must love me -Eva Peron in Evita, 1996
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- Presentation Recipe Making the Pie Operating the Bakery Making
Promises - Branding Reviewing Proven Recipes Writing your Own
Recipe
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- Making the Pie What is the Pie? The Pie is your biosolids or
biosolids product (compost, soil) You are familiar with Cake This
afternoon it is Pie
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- The Bakery What is the Bakery? The Bakery is your biosolids
program
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- Making the Pie We make pies and we make them well Pie quality
is important Quality ingredients Baking temperature Presentation
how the pie looks Problematic pie-centricity Requirement to
maintain and sustain the bakery
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- The Bakery The bakery is extremely important Its about more
than pie Promote the bakery to the customers and to the bakery
managers/owners Share the successes in your pie sales and more so
the appreciation of your customers Is everyone in the bakery on the
same page?
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- Branding Create a subconscious link to the experience related
to the bakery and to your pies
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- Branding Ivory Starbucks Herseys Florida Honda Heinz Tagro BMW
Rolex Volvo
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- Branding What is a Brand? It is what our Products and Services
stand for in peoples minds It is the promise that links our
Products and Services to our clients Clients must care about it,
and it must be relevant to their needs The best brands start with a
differentiated idea relevant to a select group of clients
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- Branding Five Drivers of a Successful Brand Awareness Relevant
Differentiation Value Accessibility Emotional Connection
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- Branding Beyond the ingredients You dont sell pies by talking
about the butter/lard Think about the bakery experience Good
product Good service Knowledgeable people in the kitchen
Knowledgeable people at the counter Ongoing recipe perfection
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- Branding Marketing and Advertising is Different Depends on Who
and How Approaches change with time Subliminal and subconscious
Systematic engagement and distribution Guilt!!
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- Recipes for Success Key steps in the recipe Think about the
customers - perception Acknowledge all the characteristics of the
pie but focus on the appreciation and experience Know your pie and
your bakery Communicate Promote the bakery and celebrate its
success
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- Recipes for Success Perception No one will be interested in the
pie if there are mice in the bakery Broken Windows are a sign of
bigger problems Pay attention to the details
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- Recipes for Success
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- Perception Remember that pie is not a by-product We intend to
make pieit isnt a by-product of bread making Connect people to the
piewe all contribute so we all have a responsibility for the
quality upon brand recognition
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- Recipes for Success Perception Think about the benefits to the
community and highlight them What will your bakery do for the
neighbours and the community? Think of perception in terms of
customer experience / appreciation How can your pies help them with
their guilt?
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- Recipes for Success Acknowledge all the characteristics of the
pie Choose the focus Yes there are a lot of calories but there are
ways to reduce them The ability to detect the ingredients does not
alone indicate risk
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- Recipes for Success Know your product and your bakery Make sure
the bakers understand all aspects of pie making and running a
bakery The bakers must believe that their pies are good, and that
it is a good thing
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- Recipes for Success Bakers & bakery managers should
understand: The pie making process (wastewater treatment &
biosolids production) The recipes that must be followed (quality
control measures) The ingredients (biosolids characteristics &
how they promote beneficial use)
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- Recipes for Success Bakers & bakery managers should
understand: Business permits/Food Safe (regulatory requirements)
Caloric content, allergens (nuisance potential: odour, vector
attraction) The Pecan Pie should be labeled with Contains Nuts
(measures to protect human health & the environment)
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- Recipes for Success Bakers & bakery managers should
understand: The experience and appreciation of the bakery
customers! Bakers and bakery managers need to understand the good
to put the bad in perspective
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- Recipes for Success Communicate Establish local alliances Ask
other bakers and bakeries to taste test Encourage customer comments
Invite the food critics Respond to specific concerns & do it in
a timely manner Someone whos allergic to nuts needs to know whats
in the pie, and they need to know right away Provide a
knowledgeable, authentic contact person
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- Recipes for Success Communicate Learn to listen as well as you
hear or speak Dont try to sell apple pie to people who prefer berry
pie selling blueberry pie will be much easier Be honest If you lie
about the crust being flakey you wont be trusted about the filling
Be proactive New products, ask about their experiences, refine and
define marketing and advertising
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- Recipes for Success Promote your bakery & celebrate success
Allow the customers to participate Hold tours of the kitchen (WWTP
&/or projects) Let them kneed the dough (biosolids products)
Allow them to make a pie and watch it bake (establish trials/pilot
projects in visible areas)
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- Recipes for Success Promote your bakery & celebrate success
Get involved If you make cookies, give some to the kids Donate pies
to the community picnic Enter the county fair Consider
differentiating your pies into other products or sub-branding
Birthday parties Weddings Holidays (rituals are great)
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- Recipes for Success Promote your bakery & celebrate success
Prepare a menu that can be taken home (handouts, brochures)
Remember technophiles in marketing and advertising pie (Facebook,
Twitter, website) If you dont talk about the bakery someone else
will & you may not like what they have to say
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- Recipes for Success Promote your bakery & celebrate success
Fund a culinary student / celebrity pastry chef Keep breast of
current developments A community redevelopment might happen and
your bakery may be better suited elsewhere Maintain diversity
Pumpkin is a great seller at Thanksgiving, not so popular in July
(think sub-brands)
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- Recipes for Success Promote your bakery & celebrate success
Celebrate success but dont take it for granted Acknowledge room for
improvement & act on it Believe in your bakery Your bakery is
the best bakery and your pies second to none.
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- Writing Your Own Recipe Join with colleagues from your agency
or company and tell us who you are and why your bakery is the best
bakery, and why your pies are legendary
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- Sustaining your Bakery Take Away Treats: Know your pies but
know how they are appreciated more Bakery employees need to share
in pie appreciation Share the appreciation of your pies with your
bakery managers and owners Create an emotional connection to your
bakery and pies with a brand(s)
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- Mike Van Ham SYLVIS Environmental Phone: 604.777.9788 Website:
www.sylvis.com Email: mvanham@sylvis.com