Hey, what kind of business do you reckon this is? It’s got a cafe that’s not open to everyone. The cafe’s got beer taps. It has weekly gatherings of up to 30 people. And you can’t be a client if you can’t use an iPad. No idea? It’s an accounting firm. And a very disruptive one at that! (I do love disruptive marketing ideas!)
CPA Ben Walker opened the doors at Inspire CA three years ago, and from the very start he was determined not to make this any old accounting firm. He wanted it to stand out from the pack, to challenge the conventions of an industry that (some would argue) is trapped back in the 80s. Not unlike the way Clarissa Hayward is challenging the stuffy legal industry.
So, what’s Ben doing differently, you ask? Plenty. He’s built a fully-fledge cafe inside (Inspire Cafe) the office with meeting rooms and beer taps to boot! He wont take you on as a client unless you meet his very strict criteria (including the ability to sue an iPad!). Plus plenty more convention-challenging strategies that he shares in today’s fireside chat.
Plus I share 6 ways a listener (who builds driveways) can add some little one percenters to their marketing strategy to show their customers just how much they care.
Yep, you guessed it … it’s another big show of Australia’s (the world’s?) best marketing podcast.
Let’s do this!
Oh, and if you’re wondering what a disruptive marketing idea is:
In truth, disruption is more a business model than a marketing approach. Most companies still tend to market through traditional means, which provide plenty of opportunities for rival companies to disrupt current messages. However, consumers have become stubbornly resilient to shifting messages, thanks to an increasingly crowded market. To combat this, a company’s product or service must innovate and and pay attention to consumers, delivering exactly what the market wants.
OK, on with the show …
00:36 Welcome & overview
03:01 Today’s guest introduction – Ben Walker
04:35 Interview with Ben Walker – Part 1
18:26 Insights in to Key Person Of Influence
19:44 Interview with Ben Walker – Part 2
34:25 My top 3 marketing learnings fro my chat with Ben Walker
36:35 Motivational marketing quote of the week
36:51 Timbo tackles a listener question about caring for customers
41:18 Wrap-up and insights in to next week’s guests
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RESOURCES & LINKS MENTIONED
Gunprofiling’s website – thanks for the iTunes review and question
Oh, and here’s the video Ben mentioned when I asked him about his bucket list:
(GO ON, SHARE THE LOVE, YOU KNOW YOU WANT TO)
MY TOP 3 MARKETING TIPS FROM THIS EPISODE
- Don’t be afraid to focus your efforts on attracting and retaining a very specific type of client.
- Ask yourself “What is something physical you could add to your business that clients would value hugely?” It doesn’t need to be a cafe, but you know what I mean ;0)
- I love Ben’s Look Under The Hood concept. It’s a great way to determine if a client is right for you, and if you are right for them.
INSPIRATIONAL MARKETING QUOTE
“Your customer doesn’t care how much you know,
until they know how much you care”
OVER TO YOU …
What was your biggest marketing learning or ah-ha moment from this episode?
Leave your comment below.
My guest and I respond to each and every comment.