CREATING LOYAL CUSTOMERS
Craig Wilson, Compass & Nail | Part 1: Fierce Loyalty (60 mins)
The world’s best brands transform their customers into passionate brand advocates. How do they do it? How do companies create such strong affection for their brands that their customers are compelled to become active brand champions?
The Fierce Loyalty session will outline the how, the why, and the wherefore of implementing and optimizing loyalty. Not loyalty gimmicks, but true customer loyalty, which means your best customers buy from you repeatedly without incentives, they advocate for you to others, and nothing can convince them to switch to another brand. Through the lens of Compass & Nail’s proprietary Brand Ecosystem Model, you will learn how iconic companies such as Apple, Patagonia, and others transform average customers into brand advocates. And more importantly learn the functional tools that drive brand loyalty, how to measure the efficacy of creating brand advocates, and why they are the engine of revenue growth and profitability.
Part 2: Quantifying the Value of Brand Loyalty (60 mins)
Loyal Customers (aka Brand Advocates) are proven to be the engine of growth and profitability. The Brand Equity Index (BEI) quantifies how well your brand is doing creating those advocates. For the first time, you can understand the performance of all of your go to market efforts in a simple index, and then take deliberate, delineated steps to improve. The BEI is a proprietary method and algorithm that measures the efficacy of a brand’s user experience, marketing efforts, media buys, brand stories, and service standards to effectively create loyal customers. We will share the multiple views through which we assess this and the benchmarks that brands should consider when assessing their own performance and how to identify where to focus their efforts to drive improved results in profitability.
The key takeaways for SIA participants:
● Insight into the quantifiable value of loyalty, and the connection between loyalty and
profitability
● Understanding of what it takes to create fiercely loyal customers
● Identify the 5 steps to building meaningful relationships with customers
● Each attendee will receive a copy of the speaker’s critically acclaimed book “The
Compass and The Nail” | Entrepreneur, consultant, author, and coach, Craig Wilson is a leading authority on loyalty, brand development, and direct marketing. He counts some of the world’s most iconic brands in his listing of experience, including Kiehl’s, Patagonia, Seventh Generation, goop, The Office of Angela Scott, Sitka, and Gore-TEX, among others. Craig has spent his career studying the businesses that create the most passionate, loyal customers and holds a firm belief that creating advocacy is possible anywhere. He is the author of The Compass and the Nail in which he presents a model that defines how companies, governments, and institutions relate to their end users, illuminating how to leverage the phenomenon of “following.” He consults, teaches, and conducts workshops on optimizing human interactive experiences. Craig is a National Champion coach, the co-author of a peer-reviewed study on advocacy, the creator of the Brand Equity Index, and the founder of Compass and Nail, a Loyalty Architecture firm, which is focused on the importance of cultural empathy in brand relationships in the new global economy.
|
BEYOND HIRING: STRATEGIES FOR INCLUSIVE TALENT LIFECYCLE MANAGEMENT
Crystal Egli, Inclusive Guide | Join us for a comprehensive session that delves into both sides of the talent management coin: recruitment and retention. We’ll explore the challenges of recruiting a diverse workforce and retaining that talent effectively. Learn how to attract a variety of candidates, create inclusive onboarding experiences, and develop strategies to ensure they stay engaged and committed. Uncover the true cost of employee turnover and discover actionable insights to strengthen your organization’s diversity, equity, and inclusion (DEI) initiatives. | Crystal Egli is the CEO of InclusiveGuide.com, a leading organization dedicated to advancing diversity and inclusion in customer-facing businesses. Under her leadership, Inclusive Guide was honored with the Denver Business Journal DEI award, highlighting the organization’s unwavering dedication to fostering diversity, equity, and inclusion. In 2019, Crystal received the Stephen Kellert Award for her outstanding service in promoting connections between humans and the natural world, emphasizing diversity and inclusivity.
With a background in marketing and a deep commitment to social justice, Crystal is recognized for her practical approach to creating lasting change. She’s driven by the belief that tangible action is essential for progress, and her insights into building diverse and inclusive workplaces continue to inspire innovation and success.
Crystal grew up skiing at Sugarbush, and also enjoys skiing on water, hunting big game for food, and marathoning Below Deck on Netflix. |
WHAT WOULD THE INDUSTRY DO IF IT HIT THE JACKPOT?
Shane Kinkennon, Facilitator | What if the industry won the Powerball lottery, and the winnings were set aside for ensuring a vibrant, vital future for the winter industry? What complex problems would we solve? What investments would we make? Where would we place our bets? Join this creative, fun, generative session, bring your wildest imagination, and contribute your ingenuity to a sketch of a bold, bright tomorrow. |
|
EU SUSTAINABILITY REGULATIONS: WHEN AND HOW THEY’LL AFFECT YOUR BRAND
Ammi Borenstein, Principal Consultant, Snaplinc Consulting | CSRD? EFRAG? NFRD? ESRS? Not sure where to begin? In order to effectively address climate change and our impact on the planet, the EU is setting bold sustainability standards that will require compliance by companies that want to do business in the EU. Learn what this complex set of rules means for your business and what you need to take into consideration in 2024 and beyond. | Ammi Borenstein founded and leads Snaplinc Consulting. Ammi has been in the snowsports and outdoor industries for over 25 years. His most recent in-house role was Director of Product at Outdoor Research for 12 years where he managed a broad range of product types and key business functions. Prior to that he was at K2 for 6 years. For the past 5 years Ammi has supported a range of brands in the snowsports, outdoor and apparel industries through Snaplinc. Snaplinc works with brands in the Fortune 500, well established SMEs and rapid-growth startups.
With a deep understanding of business leadership and operations, product creation, supply chain, sustainability and go-to-market process, Ammi is uniquely suited to solve complex problems anywhere along the concept-to-consumer value chain. Ammi’s deep engagement with industry allows him to navigate challenges at a global level and allows him to support brands in a range of challenges. Ammi works closely with global leaders in sustainability assessments and certifications. He and his team are experts in B Corp, Higg Index, Climate Neutral Certification, chemicals management, government regulations, GHG assessments, CDP, SBTi and more. The Snaplinc team actively engages with groups ranging from Textile Exchange to bluesign. Ammi’s work with a portfolio of global brands allows him to develop tailored solutions for your company. His experience with REI Sustainability Standards, Walmart sustainability requirements and the demands of other large retailers allow him to develop targeted compliance solutions. |
“FOREVER CHEMICALS”: ARE YOU READY FOR THE NEW PFAS LAWS?
Ammi Borenstein, Principal Consultant, Snaplinc Consulting | Known as “forever chemicals” PFAS are found in everything from snowsport apparel to dental floss. What are they? What are the new regulations that you need to comply with? States including California, New York, Maine and many others are banning the use of PFAS at the end of 2024. Retailers don’t want to get stuck with inventory and are starting to ban products with PFAS even sooner. We’ll give you the latest updates and recommend a plan forward. | Ammi Borenstein founded and leads Snaplinc Consulting. Ammi has been in the snowsports and outdoor industries for over 25 years. His most recent in-house role was Director of Product at Outdoor Research for 12 years where he managed a broad range of product types and key business functions. Prior to that he was at K2 for 6 years. For the past 5 years Ammi has supported a range of brands in the snowsports, outdoor and apparel industries through Snaplinc. Snaplinc works with brands in the Fortune 500, well established SMEs and rapid-growth startups.
With a deep understanding of business leadership and operations, product creation, supply chain, sustainability and go-to-market process, Ammi is uniquely suited to solve complex problems anywhere along the concept-to-consumer value chain. Ammi’s deep engagement with industry allows him to navigate challenges at a global level and allows him to support brands in a range of challenges. Ammi works closely with global leaders in sustainability assessments and certifications. He and his team are experts in B Corp, Higg Index, Climate Neutral Certification, chemicals management, government regulations, GHG assessments, CDP, SBTi and more. The Snaplinc team actively engages with groups ranging from Textile Exchange to bluesign. Ammi’s work with a portfolio of global brands allows him to develop tailored solutions for your company. His experience with REI Sustainability Standards, Walmart sustainability requirements and the demands of other large retailers allow him to develop targeted compliance solutions. |
THE POWER OF DATA: USING IT TO YOUR ADVANTAGE NOW AND RE-IMAGINING HOW IT CAN IMPACT YOUR FUTURE BUSINESS
David Kennedy, Principal + CEO, Corona Insights + Shane Kinkennon, Facilitator | A discussion on the current data that exists across the winter outdoors, how it can be used to benefit your business, and what additional data is needed to better serve the industry. | David wears multiple hats at Corona Insights, a Denver-based research and consulting firm. In addition to providing expertise in market research and marketing insights to their clients, he also serves as Corona’s CEO. His interest in marketing and market research dates back to his undergraduate days, pursuing a BS in Business Administration with an emphasis in marketing, and continued through several graduate training programs. He likes to stay on top of trends in the field, and Corona’s customers benefit from his breadth of skills and interests.
A mastermind of organization and planning, customers come to David for his ability to simplify messy questions and then systematically answer them. His clear thinking and attention to detail will put your mind at ease. David has worked in many areas of research, from qualitative to quantitative, from traditional methods to the latest in online research tools. His passion for market research lies not only in identifying answers to his customers’ questions, but conveying answers that can lead to action.Time away from the office brings travel and outdoor adventure for David. From ice climbing and skiing in the winter to climbing and hiking in the summer. David also serves on the board of the nonprofit Colorado Fourteeners Initiative as well as contributing time to other nonprofit and professional organizations.David earned his BS in Business Administration (marketing emphasis) from the University of Missouri. David holds a certificate in market research from the University of Georgia and Professional Researcher Certification (PRC) from the Insights Association. |