New Section

This section includes an introduction to the course and information about upcoming lectures.

Introduction and Course Overview

• Mike Gibson, an executive creative director and advertising consultant, welcomes participants to the marketing director course.

• The topic of today's session is service marketing.

• Participants are encouraged to attend Dr. Africa Massie's lectures on service marketing and consumer behavior in services marketing contexts.

• These lectures are held on Zoom every Tuesday and Thursday through January.

• Recordings of previous lectures can be found in the participant's libraries.

• L Silba will also host monthly lectures starting from February 5th, covering various topics related to marketing.

New Section

This section provides information about Dr. Africa Massie's previous lectures and upcoming sessions.

Recap of Previous Lectures

• Dr. Africa Massie delivered two interesting lectures last week:

• Introduction to service marketing

• Consumer behavior in services marketing contexts

• Participants who missed these sessions can access the recordings in their libraries.

Upcoming Lectures

• Dr. Africa Massie will continue with six more lectures over the next three weeks.

• Participants are encouraged to stay tuned for these upcoming sessions.

New Section

This section introduces L Silba as a speaker for the marketing course.

Introduction to L Silba

• L Silba is not only a speaker at Next MBA but also a leading figure in business.

• He has held leadership roles such as Chief Marketing Officer for Nokia phones, Global Head of Brand Marketing and Digital for the International Olympic Committee, and Senior Vice President at Vercom.

• L Silba's digital journey began at the Danish Broadcasting Company in 2008 before moving on to key roles at Lego.

• He has been recognized as a top speaker at Cannes Lions in 2017 and named one of the top 25 marketing innovators in EMA by Holmes Report in 2015.

New Section

This section highlights L Silba's inspiring insights and encourages participants not to miss his lectures.

Inspiring Insights from L Silba

• L Silba is known for being a fascinating and inspiring speaker.

• His insights continue to inspire global audiences.

• Participants are encouraged not to miss his upcoming lectures.

Introduction and Chat Instructions

The speaker introduces the session and provides instructions for participating in the chat.

• Participants must have a valid YouTube account to comment.

• Register or log in as a Google user to comment.

• If the chat is not visible, try using another browser or device.

Welcoming Participants

The speaker welcomes participants and asks them to share their location in the chat.

• Encourages participants to look for partners and like-minded people.

• Asks participants to share their current location in the chat.

• Mentions some locations of participants, such as Texas, Lisbon, Milan, Denmark, and Netherlands.

Schedule of Speakers

The speaker announces the schedule of speakers for the session.

• Starts at 12:00 GMT with Hubert Gish speaking on creating exponential business for service marketing.

• At 13:30 GMT, Gina Panayo will speak about the influence for success in service marketing.

• At 15:00 GMT, Edward Minan will speak on generating traffic and leads.

Introduction of Hubert Gish

The speaker introduces Hubert Gish as the first speaker of the session.

• Hubert Gish is a reputation and brand sales driver with expertise in strategic business communication.

• He has passions for creativity, music, technology, AI, and entrepreneurship.

• Hubert integrates sustainability values and modern leadership principles into his strategies.

• He has worked with leading brands such as Google, Facebook, and LinkedIn.

Opening Remarks by Hubert Gish

Hubert Gish thanks Michael (the host) and wishes everyone a happy new year. He shares his hopes for a healthy and prosperous business year.

• Hubert wishes everyone a healthy, prosperous, and fulfilling business year.

• Expresses the importance of an educational journey together.

• Wishes happiness and health to participants' families and friends.

• Asks if his slides are visible and confirms that he is sharing his screen.

Topic: Services Marketing

Hubert Gish introduces the topic of services marketing and its significance in today's business landscape.

• Services marketing is a niche but important area in marketing and business.

• It is specific, relevant, and slightly oblique direction in marketing.

• Hubert expresses his privilege to share thoughts and insights on services marketing.

• Mentions the goal of refreshing thinking on services marketing.

Exploring Services Marketing

Hubert Gish discusses the nature of services marketing and its historical context. He invites participants to engage with his statement.

• Services marketing is a nebulous territory that requires exploration.

• Historical territories related to services marketing will be brought up-to-date.

• Participants are invited to challenge, comment, and ask questions about the topic.

Defining Services Marketing

Hubert Gish explains the concept of defining services in current times and going forward. He mentions using their own developed exercise called "Brand Treehouse."

• The presentation will define what services are currently and how they can be defined in the future.

• Historical territories related to services marketing will be brought up-to-date.

• Introduces the "Brand Treehouse" exercise for discussion during the session.

Opening Statement by Hubert Gish

Hubert Gish presents his opening statement as a foundation for his talk on services marketing. He encourages participants to challenge it.

• Presents an opening statement based on his experiences and learnings.

• The statement will serve as a benchmark for measuring his points throughout the talk.

• Participants are encouraged to challenge, comment, and ask questions about the statement.

Exploring Services Marketing Efforts

Hubert Gish discusses implicit and explicit services marketing efforts. He introduces the concepts of exponential scale and waves of innovation.

• Differentiates between implicit and explicit services marketing efforts.

• Introduces the notion of exponential scale in relation to services marketing.

• Mentions the importance of understanding waves of innovation in technology and society.

Importance of Data-driven Decisions

Hubert Gish emphasizes the importance of data-driven informed decisions in services marketing. He acknowledges challenges related to data's role.

• Highlights the significance of making data-driven decisions in services marketing.

• Acknowledges that data has a role but questions if it is sufficient on its own.

• Aims to deliver practical principles for immediate application while considering historical success.

Practical Principles for Services Marketing

Hubert Gish aims to deliver practical principles for services marketing. He mentions avoiding sabotaging business growth and dreaming big without losing touch with reality.

• Emphasizes delivering practical principles for effective services marketing.

• Encourages avoiding actions that may sabotage business growth.

• Balances dreaming big with staying grounded in reality.

[t=0:46:36] Conclusion

Hubert Gish concludes his introduction to services marketing, mentioning an exercise called "Brand Treehouse" that will be discussed further.

• Concludes the introductory part on services marketing.

• Mentions an exercise called "Brand Treehouse" for further discussion.

Introduction and Background

In this section, Hubert Gish introduces himself and provides background information about his experiences and expertise.

Hubert Gish's Background

• Hubert Gish is an Irishman who has worked and traveled around the world.

• He is proud of his heritage but also proud of what humanity is achieving as a species.

• His insatiable curiosity for the world and his desire to connect, learn, share, and grow together have driven him to travel.

Excitement for Learning and Sharing

In this section, Hubert Gish expresses his excitement for learning and sharing in challenging yet amazing times.

Curiosity and Growth Mindset

• Hubert Gish believes that we live in challenging yet amazing times.

• He is excited about what can be learned and shared together.

• He views the global forum as a fantastic opportunity for sharing, connecting, iterating, and learning together.

Humble Approach to Growth

In this section, Hubert Gish discusses his humble approach to growth through speeches and talks.

Humility in Speeches

• Hubert Gish approaches every speech or talk as a humble opportunity to grow and develop his thinking.

• While he takes it seriously, he doesn't take himself too seriously.

Love for Good Business

In this section, Hubert Gish shares his love for good business and dislike for poor marketing.

Mantras in Marketing

• Hubert Gish loves good business but hates poor marketing.

• He follows mantras such as "measure your art" and "follow your heart."

• As a true marketer, he believes that business should not only be about making money but also adding meaning to the world.

Professional Experience

In this section, Hubert Gish discusses his professional experience and the companies he has worked for.

Global Companies and Roles

• Hubert Gish has worked in global companies such as ubico (now owned by Europe car), Phillips, TomTom, Diio Brands, and Nar Sustainable Design.

• He has held roles such as CMO, Global Head of Vodkas, Rums, and Jeans, and has been involved in IT and technology transformation work.

Teaching and Interest in Technology

In this section, Hubert Gish talks about his teaching experience and his fascination with technology.

Teaching Experience

• Hubert Gish has worked as an associate professor teaching digital marketing at the MBA level.

• He prefers to engage with books rather than just reading from them.

Fascination with Technology

• Hubert Gish is fascinated by how technology and services can play a significant role in our emerging technological sphere.

• He believes that technology can shape our new world culture.

Projects and Hosting Conferences

In this section, Hubert Gish mentions the projects he has created or been involved in and his interest in hosting conferences on AI-related topics.

Projects and Entrepreneurship

• Hubert Gish has created projects like studentpassengers.com which was nominated for Entrepreneur of the Year in the UK.

• He is interested in both small business and big business ventures.

Hosting Conferences on AI

• Hubert Gish is passionate about hosting conferences on AI-related topics.

• These topics are close to his heart.

Building Business with Fun

In this section, Hubert Gish shares his perspective on building business while finding fun along the way.

Lord Bell's Mantra

• Hubert Gish borrows a mantra from Lord Bell: "build business, make money, find fun."

• He believes that finding joy in testing assumptions and limiting beliefs is essential in business.

Importance of Services Marketing

In this section, Hubert Gish emphasizes the importance of services marketing and its impact on society and commerce.

Services as Pathways to Success

• Good or great services marketing helps define and create new pathways to success for deserving services in the open market.

• Services reflect the cutting edge of society, commerce, consumer behavior, culture, communication, reputation, and value.

Human Relationships in Service Selling

In this section, Hubert Gish highlights the importance of human relationships in selling services.

Human Connection in Service Selling

• While technology plays a role in service selling through UI/UX-based websites and phone calls, at its core, it is a human-to-human relationship.

• Understanding what people truly feel and think is crucial for successful service selling.

These notes provide an overview of Hubert Gish's introduction, background, experiences, perspectives on marketing and business growth. They also touch upon his interest in technology and teaching.

New Section

In this section, the speaker discusses the two-way relationship in services marketing and the importance of being useful.

Two-Way Relationship in Services Marketing

• Services marketing involves a two-way relationship that is dependent on being useful.

New Section

This section explores the concept of services marketing and how it has evolved beyond the traditional 7Ps framework.

Expanding the Concept of Services Marketing

• Services marketing goes beyond the traditional 7Ps framework and includes various types of services.

• There are explicit services like consumer services and utilities, as well as implicit services like teaching.

• Professional services, such as those provided by nurses, doctors, and dentists, have their own unique identities both as individuals and organizations.

New Section

The speaker reflects on intangible benefits in services marketing and how societal success impacts service providers.

Intangible Benefits and Societal Success

• The notion of intangible benefits in services marketing depends on the context, such as the role of a bus driver in society.

• Successful occurrences or innovations on the fringe of society can eventually become mainstream from a services marketing perspective.

• Organizational charts do not fully capture life within an organization; meaningful interactions often happen in coffee corners or informal conversations.

New Section

The speaker discusses how frameworks like the 7Ps can help uncover insights about humanity in services marketing.

Uncovering Insights about Humanity

• The 7Ps framework serves as a tool to seek out insights about humanity and the "ghost in the machine" in services marketing.

• The speaker believes that humanity is present in services marketing, but it requires capturing fleeting insights in today's technological world.

New Section

This section explores the characteristics of services marketing and its potential for exponential growth.

Characteristics and Exponential Growth in Services Marketing

• Services marketing is built on perishability, people involvement, and inseparability, which create contradictions.

• The speaker anticipates an era of increased exponential growth and discusses the possibilities for scalable enterprises.

• Exponential opportunities have already emerged from social media platforms, demonstrating unlimited growth potential.

New Section

The speaker reflects on the relevance of exponential growth to services marketing.

Relevance of Exponential Growth to Services Marketing

• The speaker believes that there will be more exponential opportunities in services marketing going forward.

• Understanding how to build scalable enterprises is crucial for leveraging these opportunities.

Due to limitations in the provided transcript, some sections may not have bullet points or timestamps associated with them.

Understanding the Customer Decision Loop

In this section, the speaker discusses the customer decision loop and how customers evaluate services based on their needs and perceptions. The importance of trust and reliability in reassuring customers is highlighted, especially in B2B relationships where long-term commitments are made.

Factors Influencing Customer Decisions

• Customers consider an initial set of services based on their perception and exposure to touchpoints.

• Trustworthiness, reliability, and reassurance play a crucial role in customer evaluations.

• In B2B relationships, customers seek reassurance that service providers will be reliable partners for years to come.

Importance of Post-Purchase Experience and Customer Retention

This section emphasizes the significance of post-purchase experience and customer retention. It highlights the need for active engagement with customers to maintain satisfaction and prevent competitors from poaching them.

Post-Purchase Experience

• After selecting a service at the moment of purchase, customers rely on historical information, emotions, biases, and projected trust needs.

• Follow-up engagement is essential to ensure ongoing customer satisfaction.

• Retaining existing customers is as important as recruiting new ones.

Challenges in Customer Retention

• Marketing focus has traditionally been more on recruiting new customers rather than retaining existing ones.

• Customer attention is an area that requires more attention from businesses.

• As technology evolves rapidly, customer retention strategies need to keep pace.

The Future Focus on Customer Retention

Looking ahead, the speaker predicts that customer retention will become increasingly important. They highlight the lack of emphasis on customer retention in marketing media but see it as a great opportunity for businesses.

Shifting Focus to Customer Retention

• With exponential growth and advancements in technology, businesses will need to work harder to retain customers.

• Customer retention is an emerging area that deserves more attention.

• Optimistically, the speaker believes that personalized experiences enhanced by AI can contribute to customer retention.

The Impact of Innovation on Business Models

This section explores the impact of innovation on business models. The speaker mentions the exponential growth of AI and its influence on various industries. They emphasize the importance of revisiting humanity amidst technological advancements.

Waves of Innovation

• The rapid development and adoption of AI are leading to explosive growth in second and third-party providers and business models.

• Amidst this exponential growth, it is crucial to focus on humanity and not just jump on every feature or gadget.

Human Decision-Making in Enterprise Trust

Here, the speaker discusses human decision-making in enterprise trust. They highlight the importance of long-term reliability, invisibility, and personalized experiences for customers.

Enterprise Trust Factors

• Human decisions in enterprise trust are based on long-term reliability, invisibility, and meeting specific needs.

• Services that show up appropriately without being intrusive are highly valued.

• Personalized experiences cater to different preferences such as phone calls or data-driven decision-making.

Exponential Business Models and Competition

This section focuses on exponential business models and competition. The speaker predicts increased traction in services with granular features, price points, subscription models, and platform comparisons.

Exponential Business Models

• Services are becoming more granular with a shift from solo platforms to platform vs. platform comparisons.

• Features richness, price points, subscription models are key areas of competition.

• Streaming services exemplify these trends but other industries are also affected.

The Future of Customer Retention and Personalized Experiences

The speaker concludes by discussing the future of customer retention and personalized experiences. They highlight the potential for AI to enhance personalized experiences and emphasize the need for businesses to adapt to changing customer expectations.

Future Outlook

• Customer retention will continue to evolve rapidly, requiring businesses to adapt.

• Personalized experiences can be enhanced through AI technologies.

• Businesses must stay attuned to customer needs and expectations in order to thrive in a competitive landscape.

Waves of Innovation and the Role of AI

In this section, the speaker discusses the waves of innovation and how AI is accelerating this journey towards exponential growth.

Waves of Innovation

• The speaker believes that society is heading towards an exponential moment in innovation.

• AI and machine learning are becoming new waves of innovation, adding generative AI aspects to the mix.

• There is a race to find meaningful and robust pathways to the future through AI.

Exponential Business Model

• An exponential business model leverages technology and innovation to scale a business quickly and efficiently.

• It removes obstacles and allows for rapid growth.

• This model aligns with the speaker's perspective on leveraging technology for business success.

Services Marketing and Culture

• Culture plays a crucial role in services marketing as it connects people.

• Even small service providers need to understand and utilize culture to attract customers.

• Streaming platforms are interesting examples where digital enables cultural connections.

User Experience and Customer Retention

• User experience remains important even with digital enablement.

• The speaker believes that customer retention will be a significant opportunity for services marketing.

• Strategic reviews, strategy building, data analysis, reputation management, and good work are essential factors in retaining customers.

Importance of Reviews and Reputation

• Reviews serve as reputation devices that influence customer perception.

• Providing good service or products is crucial for maintaining a positive reputation.

• Word-of-mouth recommendations play a significant role in attracting new customers.

Listening to Customers

• Listening to customers' needs, wants, and feedback is vital for building successful services.

• Understanding different generations and cultural groups helps tailor services effectively.

Delivering Good Service for Customer Retention

In this section, the speaker emphasizes the importance of delivering good service and maintaining customer retention.

Importance of Good Service

• Good service is crucial for customer satisfaction and retention.

• Weak links in service delivery can negatively impact the overall experience.

• The speaker shares an example of a bank that differentiated itself through excellent user experience and no waiting time on calls.

Disrupting the Status Quo

• Disrupting the status quo can lead to success in services marketing.

• Holding oneself accountable, giving more than taking, and investing in relationships are key principles.

Centrality of Customer Retention

• Customer retention is a significant factor in the success of services marketing.

• Word-of-mouth recommendations and positive reviews contribute to customer retention.

Listening to Customers and Emerging Markets

• Listening to customers' needs helps identify areas for improvement.

• Understanding emerging markets and different cultural groups aids in expanding services effectively.

Summary and Final Thoughts

In this section, the speaker concludes by summarizing key points about delivering good service and retaining customers.

Key Takeaways

• Delivering good service is essential for customer satisfaction and retention.

• Disrupting the status quo can lead to success in services marketing.

• Building strong relationships, investing in reputation management, and listening to customers are crucial strategies.

The Importance of Listening and Being Creative

In this section, the speaker emphasizes the importance of listening carefully to customers and being creative in order to gain a competitive advantage. They give an example of First Direct, a bank that successfully adapted to customer preferences by eliminating call times.

Listening and Creativity for Competitive Advantage

• By listening attentively to customers, businesses can identify their needs and preferences.

• First Direct's success story demonstrates the power of adapting to customer feedback and incorporating it into their unique selling proposition (USP).

• Being clever and creative with data allows businesses to find new ways to communicate with customers effectively.

Balancing Data and Art in Communication

The speaker discusses the balance between using data-driven insights and following one's intuition or heart when communicating with customers. They emphasize the importance of measuring results while also staying true to the artistic aspect of communication.

Measuring Results vs. Following Intuition

• While data is valuable for measuring performance, it should not overshadow the artistry in communication.

• Businesses should measure their efforts but also follow their hearts when trying to connect with customers.

• Effective communication requires finding a balance between objective data analysis and subjective advocacy for enterprises.

The Brand Treehouse Exercise

The speaker introduces a strategic exercise called "The Brand Treehouse" that encourages individuals or teams to write down their thoughts about their service or product. This exercise helps uncover different perspectives within an organization.

The Brand Treehouse Exercise

• The Brand Treehouse exercise involves putting up a board where people can write down their thoughts about the company's mission or purpose.

• By exploring each person's subjective interpretation, organizations can discover diverse ideas that go beyond a one-size-fits-all mission statement.

• This exercise helps uncover different opinions and perspectives within the organization, highlighting the human aspect of decision-making.

Subjective Interpretations of Services

The speaker discusses how individuals within an organization may have different interpretations of their service or product. They encourage exploring these subjective interpretations to gain a deeper understanding of what the company represents.

Subjective Interpretations of Services

• In board or leadership meetings, individuals may have nuanced interpretations of their service or product.

• By exploring each person's subjective interpretation, organizations can uncover a variety of ideas and opinions.

• Recognizing that no two people in the same team or organization view the service or product in the same way emphasizes the dynamic nature of businesses.

Emotional and Rational Benefits

The speaker highlights the importance of considering both emotional and rational benefits when defining a service or product. They provide examples from Spotify to illustrate different perspectives on their offerings.

Emotional and Rational Benefits

• Defining a service or product involves considering both emotional and rational benefits it provides to customers.

• Using Spotify as an example, different individuals may perceive its purpose differently, such as making people happy through music or providing access to new talent.

• Understanding personal connections with a service helps shape marketing campaigns and working principles within an organization.

Rich Media Streaming Services

The speaker discusses the rise of streaming services like Netflix, Hulu, Amazon Prime Video, and Apple TV. They predict further growth in this industry due to increasing competition among major players.

Growth in Streaming Services

• Streaming services like Netflix, Hulu, Amazon Prime Video, and Apple TV have become major players in rich media consumption.

• The speaker predicts an explosive level of growth in the streaming industry, with more players entering the market.

• This growth presents opportunities for businesses to create engaging campaigns and gather feedback from customers.

The transcript provided does not cover the entire video.

The Future of Owned Content and Ring Fenced Communities

In this section, the speaker discusses the future of owned content and ring fenced content communities, where individuals can capture and sell their own content. They also mention the entry of gaming companies into these spaces.

Owned Content Communities

• The speaker foresees a rise in owned content communities where people can capture and sell their own content.

• These communities will cater to all ages and types of content.

• The entertainment industry as a service provider needs to adapt to these changes.

Gaming Companies' Entry

• Gaming companies are also moving into these spaces.

• This observation is supported by Spotify's recent change in royalty payments for artists.

Retaining Customers in Streaming Services

In this section, the speaker discusses the importance of customer retention in streaming services. They highlight Spotify's decision to change royalty payments based on popularity and emphasize the need for service providers to retain customers.

Spotify's Royalty Changes

• Spotify now requires artists to have at least 1,000 monthly plays to receive royalties.

• Artists who do not meet this threshold may face challenges with receiving fair compensation.

• This decision has led some artists to consider building their own platforms.

Culture Leading the Way

• The speaker emphasizes that culture will always find its own way despite technological advancements.

• Artists may start building their own platforms if they feel marginalized or undervalued by existing streaming services.

Refining Marketing Strategy for Streaming Services

In this section, the speaker discusses strategies for refining marketing efforts in streaming services. They mention using exclusive content offerings, personalized recommendations, and implementing algorithms for enhancing user experience.

Highlighting Exclusive Content

• Content marketing should focus on highlighting exclusive content to attract subscribers.

• Streaming services can leverage content to differentiate themselves and retain customers.

Personalized Recommendations

• Implementing algorithms for personalized recommendations enhances the user experience.

• This approach is similar to social media algorithms that create personalized bubbles.

Transparency and User Control

• Services marketing should be more transparent, allowing users to manage their preferences beyond simple notifications.

• Users should have control over their communication channels (e.g., phone, email) from the service provider.

Offline Events and Culture's Influence

In this section, the speaker discusses the potential increase in offline events driven by online platforms. They highlight how culture leads the way and mention content marketing's role in attracting and retaining customers.

Offline Events Driven by Online Platforms

• The speaker predicts a rise in offline events due to artists potentially not being paid enough online.

• Artists may seek additional revenue through live events, which can benefit cultural experiences.

Culture Leading Content Marketing

• Culture plays a significant role in shaping content marketing strategies.

• Artists' actions and decisions influence changes in streaming services and platforms.

Retaining Customers and Building Reputation

In this section, the speaker emphasizes the importance of customer retention and building reputation in streaming services. They discuss user interface design, benchmarking against competitors, defining success metrics, budget considerations, and partnerships.

User Interface Design and Reputation

• User interface design plays a crucial role in retaining customers across different platforms.

• Reputation remains an essential factor for service providers to gain trust from users.

Benchmarking Against Competitors

• Services should benchmark themselves against competitors to demonstrate compatibility and competitiveness.

• Optimizing services can help gain an edge over competitors.

Defining Success Metrics

• Success metrics should go beyond recruitment and consider lifetime value, cost per user, and other relevant factors.

Budget Considerations

• Even with limited budgets, service providers can focus on PR, reputation management, and corporate social responsibility.

Partnerships for Growth

• Partnering with other organizations or media channels can help services become part of customers' lives.

• Red Bull's partnership with media outlets is cited as an example.

Brand Hygiene and Value Proposition

In this section, the speaker emphasizes the importance of brand hygiene, value proposition, and working with the right people to build a successful streaming service.

Brand Hygiene and Reputation

• Brand hygiene plays a crucial role in maintaining a positive reputation.

• Service providers should prioritize their value proposition to attract and retain customers.

Working with the Right People

• Collaborating with the right partners can help services integrate into customers' lives effectively.

• Building relationships and becoming part of customers' daily routines is essential for success.

Services Marketing Efforts and Technology

The speaker discusses the importance of nurturing personalized conversations with customers using technology, such as AI. They emphasize the need to creatively utilize technology in service marketing efforts.

Nurturing Conversations with Customers

• Services marketing efforts are like a human face or shop front.

• The speaker suggests using technology, including AI, to nurture personalized conversations with customers.

• The goal is to deliver services that suit the customers' needs and preferences.

Importance of Technology in Marketing

• Technology can help manage incremental costs and gains in reputation.

• Innovation and cost management are essential for success in entrepreneurship.

Opening the Floor for Questions

The speaker welcomes questions from the audience and encourages them to share their thoughts or ask any questions related to the presentation.

Audience Interaction

• The speaker mentions being loosely on time and expresses interest in having a chat with the audience.

• They open the floor for questions and invite participants to share their thoughts or ask any questions they may have.

Appreciation for Dynamic Presentation

The host expresses gratitude towards the speaker for their dynamic and lively presentation. They highlight the importance of services creating a positive future and maintaining a human touch amidst technological advancements.

Appreciation for Speaker's Thoughts

• The host thanks the speaker for their fantastic presentation.

• They appreciate how services create a positive future and serve as our human face amidst technological advancements.

Healthcare Services Marketing Advice

A question is posed regarding healthcare services marketing, specifically asking for advice, thoughts, ideas, or examples related to this industry. The speaker provides insights based on their experience in health and wellness.

Aligning with Professional Organizations

• Aligning with professional clinics or organizations can be a significant advantage in healthcare services marketing.

• Creating credentials and establishing credibility early on is crucial.

• Recommendations from professionals or organizations can enhance trust and credibility.

Establishing Credibility and Trust

• If unable to align with professional organizations, finding alternative ways to establish credibility is necessary.

• Customers seek reassurance, especially in health-related services.

• Building trust and assuring customers of long-term commitment is essential.

Consistency in Services and FDA Approval

The host discusses the importance of consistency in services, particularly in healthcare. They also mention the significance of FDA approval for health-related products.

Consistency in Healthcare Services

• Consistency is crucial in healthcare services to ensure a seamless experience for customers.

• The example of walking into a bank or restaurant where different people serve you highlights the need for consistency.

Importance of FDA Approval

• FDA approval holds significance in the health and wellness industry.

• The speaker mentions an interesting trend where companies promote products before obtaining FDA approval, showcasing innovation but also potential challenges.

Exponentiality and Obsolescence

A question is raised regarding whether exponentiality leads to instant obsolescence of products, services, processes, and people. The speaker shares their perspective on this topic.

Instant Obsolescence?

• The question explores whether rapid advancements lead to instant obsolescence.

• The speaker believes that decisions are made at various levels, making instant obsolescence unlikely.

Due to limitations on the number of bullet points per section, some parts of the transcript may not be included.

The Importance of Organizational Values

In this section, the speaker discusses the significance of organizational values and how they impact the obsolescence of people within an organization.

Organizational Values and People's Role

• Organizational values play a crucial role in determining the relevance and importance of individuals within an organization.

• While technology may advance, it is unlikely to lead to the obsolescence of people as long as the organization's values hold meaning.

• An organization will always need people, even if it becomes self-reliant to some extent.

Examples from Kodak and Other Industries

This section explores examples from industries such as Kodak to illustrate how organizations can be left behind or reinvent themselves based on their response to technological advancements.

Kodak Case Study

• Kodak was once the world's largest manufacturer of film but failed to adapt when digital photography emerged.

• This example highlights how organizations can become obsolete if they do not embrace change.

Reinvention Possibilities

• While some organizations fail to adapt, others manage to reinvent themselves successfully.

• It is essential for organizations to continuously evaluate their operating systems and make necessary changes.

Canon's Perspective on Mission and Purpose

The speaker shares insights from a discussion with Canon about their brand identity and mission, emphasizing the importance of aligning business purpose with human needs.

Canon's Business Focus

• Canon was discussed as an example where its purpose goes beyond manufacturing cameras and photocopiers.

• The speaker suggests that Canon is in the business of creating memories rather than just producing devices.

Aligning Mission with Human Needs

• Organizations should focus on fulfilling human needs and evolving with them.

• If a company's mission is aligned with serving people, it can have a sustainable future.

The Risk of Mission Erosion

This section emphasizes the importance of maintaining a clear mission and purpose for long-term success.

Mission Fulfillment

• Organizations need to continuously assess if they are fulfilling their mission.

• If an organization achieves its mission, it must redefine its purpose to avoid losing direction.

Growth vs. Mission

• Organizations solely focused on massive growth without considering their mission risk losing their purpose and people.

• Sustainable success requires staying true to the organization's values and purpose.

Defining Business in Terms of Creating Memories

This section discusses how organizations like Canon and Toyota define their business in terms of creating memories or facilitating movement, respectively.

Canon's Perspective on Memories

• Canon's core business is seen as creating memories through photography rather than just producing cameras.

• This perspective aligns with the human aspect of capturing moments.

Toyota's Focus on Movement

• Toyota defines itself as being in the business of movement rather than simply manufacturing cars.

• This broader perspective allows for adaptation to changing transportation trends.

Marketing in Times of Global Upheaval

The speaker addresses the question of how marketers can navigate marketing during times of global upheaval and uncertainty.

Optimism Amidst Challenges

• Despite difficult times, there is optimism regarding people's ability to mobilize, communicate, and be creative.

• The interconnectedness of society enables individuals to influence global politics through their choices and actions.

Artistic Expression and Connectivity

• Art and creativity will always find a way to thrive, even in challenging times.

• The connectivity of human beings through technology allows for the flow of ideas and influences global economics.

The Power of Human Connectivity

This section highlights the power of human connectivity and the potential for positive change in uncertain times.

Awakening Consciousness

• A connected global society enables people to become more aware of possibilities and awaken their consciousness.

• The ability to communicate, mobilize, and express creativity is enhanced by technological advancements.

Shaping Global Dynamics

• People's choices in spending money and utilizing services can impact global geopolitical economics.

• Humanity's inherent goodness drives individuals to make positive contributions during challenging times.

Looking Ahead: Human Needs Beyond Technology

This section explores the importance of considering human needs beyond technology when envisioning the future.

Evolution of Human Needs

• It is crucial to anticipate what humans will want or need in the future, independent of technological advancements.

• Understanding human desires and evolving self-awareness are essential for long-term success.

Starting and Ending with Human Needs

• Regardless of technological progress, organizations should prioritize fulfilling human needs as a guiding principle.

• By focusing on serving people's fundamental requirements, businesses can adapt and remain relevant over time.

The Next Big Thing After Streaming

In this section, the speaker discusses their thoughts on what the next big thing will be after streaming and emphasizes the importance of offline connections and human interaction.

Future of Online is Offline

• The speaker believes that the future of online is offline.

• They emphasize the need for humans to connect and not rely solely on living online all the time.

• Offline initiatives, meetups, and purpose-driven connections are becoming more prevalent.

Importance of Human Connection

• Loneliness and belonging have been highlighted during the pandemic, emphasizing the importance of using technology to connect as human beings.

• The speaker mentions a growing interest in culture and comedy as ways to bring people together.

• They believe that laughter can bridge the gap between strangers and that there is something spiritual about human connection.

Balancing Online and Offline

• While streaming, watching movies, and listening to music are popular activities, ultimately people want to live life fully.

• The speaker expresses concern about losing reasons to meet up in person but remains optimistic that technology can help find like-minded individuals for offline activities.

• They mention the potential for more offline festivals, creative exploits, and solving societal issues through creativity.

Marketing Services in the Financial Sector

In this section, the speaker provides insights on marketing services in the financial sector. They discuss how companies can analyze their competitors' strategies and make improvements based on benchmarking.

Benchmarking Competitors

• To effectively market services in the financial sector, it is important to start with benchmarking against competitors.

• Analyze where your company stands among competitors and identify areas where you may be falling behind or getting beaten.

Making Improvements

• Once weaknesses are identified through benchmarking, focus on making improvements in those areas.

• Look for opportunities to do things better than competitors and enhance your service or product.

Tactics and Strategies

• Deploy tactics creatively with a limited budget to make an impact in the identified areas of improvement.

• Traditional marketing activities, such as PR, events, and engaging with detractors, can be combined with online strategies for maximum effect.

Continuous Improvement

• Continuously reflect on industry trends and competitors' strategies to stay ahead.

• Celebrate victories and constantly strive to make your service or product better than the competition.

Conclusion

The transcript covers two main topics: the future after streaming and marketing services in the financial sector. The speaker emphasizes the importance of offline connections and human interaction while discussing potential future trends. In terms of marketing services in the financial sector, they highlight the significance of benchmarking against competitors, making improvements based on weaknesses, deploying creative tactics within a limited budget, and continuously striving for improvement.

Break and Guitar Music

The speaker announces a 15-minute break and mentions that they will return at 13:30 GMT for the next speaker. During the break, guitar music by Alex is played.

• The speaker announces a 15-minute break before the next speaker.

• Guitar music by Alex is played during the break.

Return from Break and Introduction of Gina Panato

After the break, the speaker welcomes everyone back and thanks Alex for the guitar music. They introduce Gina Panato as the second speaker, who will talk about influences for success in service marketing.

• The speaker welcomes everyone back after the break.

• Thanks are given to Alex for the guitar music during the break.

• Gina Panato is introduced as the second speaker. She will discuss influences for success in service marketing.

Importance of Influence in Service Marketing

Gina Panato begins her presentation on influence in service marketing and emphasizes its importance.

• Influence plays a significant role in environmental, social, and governance aspects related to ESG (Environmental Social Governance).

• Gina asks participants to share their thoughts on what influence means to them personally or within their scope of work. She also asks about influential figures throughout history.

Introduction and Shaping of Influence

Gina discusses how she has already influenced the participants through her introduction and online presence. She emphasizes the importance of how one shows up, especially as a service provider.

• Gina mentions that she may have already influenced participants through her introduction and online presence.

• How one shows up, particularly as a service provider, is crucial in influencing others.

Agenda for the Presentation

Gina outlines the agenda for her presentation on influence in service marketing.

• Introduction to service marketing and its uniqueness.

• The importance of getting the first impression right.

The transcript provided does not include further details about the agenda beyond these two points.

Introduction to Service Marketing

In this section, the speaker introduces the concept of service marketing and its unique characteristics compared to marketing physical goods.

What is Service Marketing?

• Service marketing is a specialized branch of marketing that emerged in the early 1980s.

• It recognizes that services have unique characteristics that require different strategies compared to physical goods marketing.

The Seven Ps of Service Marketing

• People: Focuses on influencing customers and employees through social interactions, key messages, and relationship-building.

• Physical Evidence: Includes facilities, equipment, uniforms, signage, and symbols that contribute to the overall experience.

• Process: Covers the entire service design process from inception to delivery and post-service follow-up.

• Promotion: Involves internal marketing, direct marketing, advertising, and other promotional methods such as influencer marketing.

• Product (Service): Refers to the actual service provided and how it can be improved or supplemented with additional services.

• Price: Considers factors like cost-based pricing, demand-based pricing, competition-based pricing, and relationship-based pricing for services.

• Place: Focuses on access, location, delivery methods (including electronic delivery), and regional differences in service delivery experiences.

Unique Aspects of Service Marketing

This section highlights the unique aspects of service marketing that differentiate it from product marketing.

Intangibility

• Services cannot be touched or felt before purchase like physical products.

• Customers can see the service provider but evaluating a service's fit is different from evaluating a product.

Inseparability

• Customers are actively involved in the production process of services.

• Their involvement varies depending on the type of service provided.

Variability

• Each interaction with a service may differ due to various factors such as cultural considerations, location, and specific circumstances.

• Customer experiences can vary based on these factors.

Perishability

• Services cannot be stored or saved for future use.

• The availability of services is time-sensitive.

Importance of Trust and Credibility

• Unlike product functionality that can be demonstrated, service marketing requires promoting expertise and credibility.

• Establishing trust with customers is crucial but challenging when marketing oneself.

Conclusion

The transcript provides an introduction to service marketing, highlighting its unique characteristics compared to product marketing. It covers the seven Ps of service marketing and emphasizes the importance of trust and customer involvement in the service delivery process.

The Importance of Effective Marketing in Service Industry

This section discusses the significance of effective marketing in the service industry and how it helps communicate values, benefits, and differentiate from competitors. It also highlights the role of marketing in optimizing customer experience and maintaining relationships.

Marketing as a Communication Tool

• Effective marketing helps communicate the values and benefits of services.

• Strong marketing strategies optimize the customer experience.

• Marketing plays a crucial role in differentiating from competitors.

The Journey Begins with Marketing

• The customer journey starts when they come across a service through advertisements or physical encounters.

• How services are marketed and promoted is important at this stage.

Role of People in Marketing

• Staff members play a vital role in maintaining relationships with customers.

• Effective marketing can help foster loyalty among customers.

Cultivating Long-Term Relationships

• Optimizing marketing strategies ensures visibility to target clients.

• Continuously updating clients about added services cultivates deeper relationships.

• Adapting to client needs strengthens long-term relationships.

Marketing for Services vs Products

• Services cannot be compared directly based on specifications like products.

• Effective marketing becomes crucial for service providers to stand out.

Choosing Service Providers Based on Marketing Strategies

This section explores personal experiences with choosing service providers based on their marketing strategies. It emphasizes the importance of strong online presence, valuable information sharing, and how these factors influence decision-making.

Personal Experiences with Accounting Firms

• The speaker changed three accounting firms since starting their business.

• Mouth-to-mouth referral did not meet expectations.

• A last-minute referral was tried but not satisfactory either.

• Active search led to an accounting firm with an impressive online presence and valuable information sharing.

Factors Influencing Decision-Making

• Different clients prioritize different aspects when choosing service providers.

• Some clients focus on educational background, while others consider work experience.

• Marketing strategies can influence decision-making based on individual preferences.

Building Trust and Credibility

• Effective marketing campaigns can establish thought leadership.

• Trust and credibility are built through marketing efforts.

• Strong brand awareness is a result of successful marketing.

The Importance of Logo Design in Service Marketing

This section highlights the significance of logo design in service marketing. It emphasizes the role of logos in conveying messages, reflecting values, and catching the attention of target audiences.

Starting with a Strong Logo

• A logo is more than just an image; it should convey meaningful messages.

• Investing in a well-designed logo is crucial for making a good first impression.

• Logos should reflect the services offered, values, and target audience's lifestyle.

Conveying Messages through Logos

• Logos should align with the desired perception of the service provider.

• Colors, images, and elements chosen for logos should reflect the brand identity.

• Attention to detail in logo design helps catch the attention of target audiences.

Personal Branding as a Service Provider

• Personal presence as a business founder or ambassador matters in service marketing.

• Individuals represent their own brand and influence others' perceptions.

• Personal branding plays a significant role in influencer marketing.

Making a Lasting First Impression

This section discusses how personal presence and showing up in relevant places contribute to making a lasting first impression. It emphasizes the importance of influencing others through personal branding and being mindful of target audience perception.

Influence Through Personal Presence

• Personal presence as a business founder or ambassador influences others' perceptions.

• Being your own brand is essential for effective service marketing.

• Personal branding is particularly important in influencer marketing.

Showing Up in the Right Places

• Being present in the right places helps reach the target audience effectively.

• Choosing appropriate platforms and channels for marketing is crucial.

• Perception of service providers depends on where they show up.

Influencing Others' Perception

• Understanding what others know about you is essential for effective influence.

• Consideration should be given to how others perceive your brand or services.

• Target audience perception determines whether you are the right choice for their needs.

Importance of SEO and Personal Branding

The speaker discusses the importance of making a good impression and catching attention at networking events. They mention a recent experience where an SEO expert demonstrated the value of SEO through simple tweaks. It is important to ensure that people know what services you offer and the value they can gain from it. Additionally, being able to pitch yourself effectively and differentiate from competitors is crucial.

Importance of SEO and Personal Branding

• The speaker shares their experience at a networking event where an SEO expert showcased the importance of SEO through simple tricks.

• It is essential for people within your network to be aware of the services you offer and understand the value they can gain from them.

• Differentiating yourself from competitors and highlighting why potential clients should choose you over others is crucial.

• Investing in personal branding and showcasing your expertise can help build trust and credibility with potential clients.

The Power of Influence in Marketing

The speaker delves into the power of influence in marketing. They explain how influencers can impact consumer perception by associating their brand or name with a product or service. Influencer marketing has been proven to build trust, influence decisions, and deliver higher ROI compared to traditional forms of digital marketing.

The Power of Influence in Marketing

• Influencers have the ability to shape consumer perception by associating their brand or name with a product or service.

• By leveraging influencers, businesses can quickly build trust and credibility among consumers.

• Consumers tend to trust influencers' opinions more than what brands say about themselves.

• Influencer marketing has been shown to significantly influence consumer purchasing decisions.

• Content created by influencers delivers 11 times higher ROI than traditional forms of digital marketing.

• Testimonials play a significant role in building trust and credibility for a brand.

• It is important to choose influencers who align with your brand and add value to your business.

Importance of Choosing the Right Influencers

The speaker emphasizes the importance of selecting the right influencers for your marketing campaigns. They highlight the need for authenticity, alignment with your brand or service, and engagement level with their audience. Choosing the wrong influencers can have adverse effects on trust and credibility.

Importance of Choosing the Right Influencers

• Selecting influencers who are authentic and aligned with your brand or service is crucial.

• Consider the engagement level between influencers and their audience when choosing them.

• Existing clients can also serve as influencers for your business.

• Ensure that the influencers you reach out to resonate with your target audience and add value to your brand.

• Avoid working with influencers who have no connection to your business or simply provide positive reviews for every business they promote.

The transcript provided does not contain enough content for additional sections.

The Power of Influencers in Branding

This section discusses the influence of famous individuals, such as Richard Branson and Steven Bartlett, in branding and marketing. It highlights how their presence and storytelling on social media can enhance the perception of a brand or service.

The Influence of Richard Branson

• Richard Branson's fame, wealth, and lifestyle make him a powerful influencer for his own brand.

• His use of social media channels to showcase his lifestyle creates an aspirational image for his brand.

• By being present in the premises of his businesses, he conveys a different narrative that enhances the perception of the services provided.

The Example of Steven Bartlett

• Steven Bartlett, a young entrepreneur and influencer, gained popularity through his success story as one of the youngest millionaires in the UK.

• NatWest Bank used him in their marketing campaigns to remain relevant and attract younger generations despite competition from online banks.

• Bartlett's influence helped relate the brand to a younger audience, even if it may not be as user-friendly as other online banks.

Becoming an Influencer

This section emphasizes that anyone can become an influencer by establishing themselves as thought leaders or micro-influencers within their niche. It also provides tips for influencing success.

Establishing Yourself as an Influencer

• Becoming an influencer doesn't require being a celebrity like JLo or Richard Branson; it can be achieved by positioning oneself as a thought leader or micro-influencer within a specific field.

• Thought leadership helps associate one's name with expertise in the service provided.

• This strategy works well for startups and smaller businesses but is applicable to any size of business.

Tips for Influencing Success

1. Key Messaging: Clearly define your service offering, unique value proposition, and craft your content strategy accordingly.

2. Visibility: Establish a strong online presence to align with your key messaging and make a positive impression when people search for you.

3. Adaptability: Adjust your core messages to suit different audiences while maintaining clarity about the services you provide.

4. The Power of Influence: Understand how influential individuals can shape behavior and use this knowledge to influence your target audience.

Importance of Key Messaging

This section emphasizes the importance of clear and effective key messaging in influencing others.

Crafting Key Messages

• Key messaging is crucial in influencing people's perception of your brand or service.

• The way you communicate your message is more important than how it is delivered.

• Key messages should be adaptable based on the environment and audience but remain consistent in conveying what you offer.

Importance of Visibility

• Being visible through various channels, especially online, is essential for influencing success.

• A strong online presence helps reinforce key messaging and creates a positive impression when people research or interact with your brand.

Tips for Influencing Success

5. Key Messaging: Craft clear and compelling key messages that accurately represent what you offer.

6. Visibility: Establish a strong online presence to reinforce key messaging and create a positive impression.

7. Adaptability: Adjust core messages to suit different environments and audiences while maintaining consistency in conveying what you offer.

These notes provide an overview of the transcript, highlighting the power of influencers in branding, becoming an influencer oneself, and the importance of key messaging in influencing success.

The Importance of Passion and Advocacy

This section emphasizes the significance of passion and advocacy in smaller companies or startups. It highlights the role of passionate founders who have a clear vision for their company. It also discusses the importance of having passionate advocates who align with key messages.

Smaller Companies and Startups

• Founders of smaller companies or startups are usually passionate and have a clear vision for their company.

• Marketing professionals can help these founders refine their message, but the initial passion is crucial.

The Role of Passionate Advocates

• It is important to have passionate advocates who can advocate for your company.

• These advocates should align with the key messages discussed earlier.

• Being present in various platforms and networking events helps attract people to use your services.

The Significance of Networking

• Building a strong network is essential for influencing people to choose your services over others.

• Hanging out in the right places, where your competition or industry leaders are present, can provide valuable opportunities.

• Meaningful relationships are more important than collecting business cards through speed dating-like interactions.

The Pitfalls of Relying Solely on PR Agencies

This section highlights the potential pitfalls of relying solely on PR agencies for marketing strategies. It emphasizes that no one will care about your business as much as you do, and building meaningful relationships is crucial.

Relying on PR Agencies

• Many companies make the mistake of hiring PR agencies to handle their marketing strategies.

• However, even specialized agencies may not have the same level of care and attention as you do for your own business.

• You need to be actively involved in relating what people say to generating leads, building relationships, and attracting clients.

Seeking Opportunities and Adding Value

This section emphasizes the importance of seeking out opportunities and adding value to your marketing efforts. It suggests various strategies such as contributing to industry press, joining communities, and sharing expertise.

Seeking Out Opportunities

• Don't wait to be found; actively seek out opportunities.

• Show up at events, contribute to industry press, submit proposals to speak at relevant events, join communities, and engage online with the right people.

• Building opportunities requires time and effort beyond just creating an online presence.

Adding Value

• Avoid posting random personal content that has nothing to do with your services.

• Instead, focus on sharing valuable expertise and knowledge through tools like podcasts, articles, newsletters, videos, etc.

• Establish yourself as a thought leader by strategically sharing content that resonates with your target audience.

Doing Something Different for Visibility

This section emphasizes the importance of doing something different or memorable to stand out from the competition. It suggests triggering emotions or curiosity in order to generate visibility and interest.

Being Memorable

• Doing something shocking or memorable can give you the visibility you're looking for.

• Examples include implementing unique office features or creating extraordinary experiences that people will talk about.

• Triggering powerful emotions or curiosity can set you apart from competitors.

Leveraging Social Media Effectively

This section discusses the importance of using social media effectively for marketing purposes. It highlights the need for understanding algorithms and creating content that resonates with your target audience.

Utilizing Social Media

• Use social media platforms as free tools for marketing.

• Understand how algorithms work and create content that aligns with what you provide as a service.

• Focus on quality content rather than simply trying to gain likes or engagement.

These are the main sections and key points from the transcript.

[t=2:52:55s] Building Credibility and Trust

In this section, the speaker discusses the importance of building credibility and trust in order to establish oneself as an authority. Engaging others, such as employees and peers, is crucial in this process.

Establishing Credibility

• Building credibility through one's profile and expertise.

• Engaging others to talk about you and your expertise.

• Involving employees and peers in the communication strategy.

Analyzing Data for Long-Term Success

• Gathering and analyzing data to optimize customer experience.

• Using feedback and data to proactively stay ahead of the curve.

• Educating and engaging team members as influencers.

Remaining Relevant

• Understanding client needs and monitoring industry developments.

• Staying up-to-date with regulations and posting relevant content.

• Getting inspired by other industries without copying them.

Consistency is Key

• Being consistent in online presence, day-to-day communications, and marketing strategies.

• Regularly sharing content to maintain visibility.

[t=2:56:34s] Presenting Your Brand for Success

This section emphasizes the importance of aligning your brand with your target audience's needs. It also highlights the significance of becoming a go-to person or influencer in your area of expertise.

Aligning Your Brand

• Ensuring that your brand presentation aligns with your desired image.

• Identifying the right audience for your brand message.

Providing Value to Your Audience

• Understanding what your target audience wants and delivering value to them.

• Becoming a go-to person or influencer in your niche.

Managing Client Journey

• Influencing how people perceive you throughout their journey with you.

• Onboarding new clients effectively while keeping existing ones engaged.

[t=2:57:45s] Conclusion & Q&A Session

The speaker concludes the presentation by summarizing the key points discussed. The session then transitions into a Q&A session.

Key Considerations

• Dressing up your services for success.

• Ensuring that your brand resonates with your target audience.

• Choosing the right influencer, if applicable.

Continuing Success

• Remaining aligned with clients throughout their journey.

• Influencing how people perceive you in the service marketing world.

Q&A Session

• Questions from participants are addressed by the speaker.

Please note that these summaries are based on the provided transcript and may not capture all details or nuances from the video.

Career Coaching: Influencers and Celebrities

The speaker discusses the choice between using famous personalities or experts in a field as influencers for career coaching.

Influencers: Famous Personalities vs. Experts

• Depending on your goals and budget, you can choose between famous personalities or experts in the field as influencers.

• If you have a small business with a limited budget, finding influencers with an engaged audience can be effective.

• Using experts in the field can work well if you want to promote specific knowledge or services.

• Finding someone who is relatable is important when selecting an influencer.

• Celebrities are useful for quickly grabbing attention, but it depends on your specific goals and stage of business.

Balancing Global and Local Approaches in Marketing

The speaker addresses the challenge of balancing global and local approaches in marketing campaigns.

Balancing Global and Local Strategies

• Understanding cultural differences is crucial when targeting different markets.

• Investing time to understand cultural nuances can lead to better engagement with local audiences.

• Key messages should be at the core of your marketing strategy, adaptable for international and local audiences.

• Building an international presence allows for incorporating regional elements into marketing campaigns.

Understanding Today's Consumers Across Generations

The speaker explores how to understand consumers across multiple generations with different roles, jobs, technologies, and communication channels.

Connecting with Diverse Consumers

• Despite generational differences, there are common emotional experiences that people from different backgrounds can relate to.

• Businesses should identify what they offer on a human basis that resonates with all generations.

• Adjusting marketing strategies based on generational differences can help connect with diverse consumer groups.

Importance of Brand Logos vs. Values in Marketing

The speaker discusses the importance of brand logos and values in marketing and the challenges of catching attention.

Balancing Brand Logos and Values

• Marketers often give too much importance to brand logos, but it is essential to convey values and what a brand truly represents.

• Catching attention solely with a logo can be challenging compared to showcasing values.

• Finding a balance between using a symbol (logo) and communicating core values is crucial for effective marketing.

The Importance of Logo Design

In this section, the speaker discusses the importance of logo design and how it can influence people's perception of a brand.

Focus on Alignment and Technical Aspects

• The speaker mentions that some designers and marketers focus more on the technical aspects and alignment of a logo rather than considering its impact on people's minds.

• They suggest shifting the focus towards understanding how a logo will trigger certain thoughts or emotions in people.

Impact of Logos on Perception

• The speaker emphasizes that logos are important because they can immediately influence people's perception of a brand.

• When someone sees a logo, they either have a positive reaction or question its meaning, which can affect their overall impression.

Ensuring Credibility in Testimonials

In this section, the speaker addresses how to ensure credibility when others provide testimonials about your product or brand.

Verification and Credibility

• The speaker suggests using platforms where users can verify their experience with your service to establish credibility.

• Another approach is to check the credibility of individuals providing testimonials by researching their background or professional profiles.

Engaging with Testimonial Providers

• If verification is not possible, engaging with testimonial providers through marketing or social media teams can help build credibility.

• This could involve requesting video testimonials featuring your logo or interacting with them online to shape the narrative around your brand.

Building Brand Awareness for Smaller Brands

In this section, the speaker provides suggestions for smaller brands with limited budgets to increase their visibility and utilize influencers.

Utilizing Social Media

• The speaker highlights that social media platforms offer cost-effective ways for smaller brands to gain exposure.

• By sharing valuable content and positioning themselves as thought leaders, smaller brands can attract attention and build their reputation.

Becoming Your Own Influencer

• The speaker suggests that the founder of a small company can become their own influencer, leveraging their expertise and experiences to promote the brand.

• Additionally, the first customers can also become influencers by sharing their positive experiences with the brand.

Engaging with Industry Experts

• Smaller brands can reach out to industry experts or relevant professionals to engage in conversations or ask questions online.

• By involving these experts in discussions, the brand becomes more visible and gains credibility within its niche.

Influencers in B2B Scenarios

In this section, the speaker discusses how influencers can have an impact in business-to-business (B2B) scenarios.

Establishing Authority

• The speaker emphasizes that building influence is not only important for individuals but also for businesses.

• Having an influencer on board who talks about your services or conveys the value they have found sets your business apart from competitors.

Content Creation and Brand Ambassadors

• Creating valuable content and having brand ambassadors represent your business at industry events can enhance visibility in B2B scenarios.

• The better job ambassadors do in promoting your brand, the higher chances of standing out among other companies during vetting processes.

This summary covers key points from specific timestamps provided.

Influencing Conscious Capitalism through Marketing

In this section, the speaker discusses the influence of marketing on conscious capitalism and how it can be applied in the fashion industry. They emphasize the importance of transparency and operational changes to align with ESG principles.

Marketing's Influence on Conscious Capitalism

• Marketing can play a significant role in promoting conscious capitalism.

• Operational changes and transparent communication about sustainability efforts are essential.

• Being transparent about challenges and showcasing efforts to address them can build trust with consumers.

• Despite being cost-intensive, investing in ESG initiatives can have a high return on investment due to changing consumer behaviors and investor preferences.

Using Marketing to Make a Positive Impact

• Sharing inspiring stories and messages that align with conscious capitalism values can create a positive impact.

• Businesses should communicate why certain initiatives are important to their organization.

• Leveraging influencers who are credible, relatable, and aligned with the brand can yield higher returns compared to paid ads.

• The budget allocation between influencers and paid ads depends on business objectives, services offered, and target audience.

Budget Allocation for Influencers vs Paid Ads

This section explores the question of how much of a marketing budget should be spent on influencers compared to paid ads. The speaker emphasizes that there is no fixed guideline as it depends on various factors such as business type, service offerings, and target audience.

Budget Allocation Considerations

• There is no specific guideline for budget allocation between influencers and paid ads.

• The decision should be based on business objectives, service offerings, and target audience.

• Generally, influencers are preferred over paid ads due to their credibility, relatability, and higher return on investment.

• Influencers provide a personal touch that resonates better with consumers compared to impersonal ads.

The Impact of Artificial Intelligence (AI) on Influencer Marketing

This section discusses the potential impact of artificial intelligence (AI) on influencer marketing. The speaker believes that AI may have a significant role in understanding consumer behaviors but lacks the credibility and personal touch offered by human influencers.

AI's Role in Influencer Marketing

• AI is expected to have a significant impact on marketing, particularly in understanding consumer behaviors.

• However, traditional influencer marketing still holds value due to the credibility and relatability of human influencers.

• Human influencers provide an additional level of trust and authenticity compared to AI-generated content.

• Images created by AI may catch attention but can lack credibility when it comes to real experiences or products.

The transcript provided does not include timestamps for all sections.

[t=3:23:15s] Break Announcement

The speaker announces a 30-minute break and mentions that Alex will be playing music during the break.

Break Announcement

• The speaker announces a 30-minute break.

• Alex will be playing music during the break.

[t=3:45:59s] Introduction and Appreciation

The speaker thanks Alex for the music during the break and expresses gratitude to the translators. They also remind viewers to leave reviews on Trustpilot and Facebook if they are enjoying the course.

Appreciation and Reminder

• The speaker thanks Alex for providing music during the break.

• Expresses gratitude to the translators who are translating into Portuguese and Spanish.

• Reminds viewers to leave reviews on Trustpilot and Facebook if they are enjoying the course.

[t=3:46:41s] Introduction of Third Speaker - Edward Minihan

The third speaker, Edward Minihan, is introduced. His background in generating traffic and leads is mentioned, along with his experience in global marketing projects.

Introduction of Edward Minihan

• Edward Minihan is introduced as the third speaker.

• He has over 25 years of global marketing experience in high-value international projects.

• He specializes in generating traffic and leads.

• Mentioned his experience working with mobile operators across Europe, Middle East, and Africa.

• Fluent in German and French.

• Highlights his work supporting Irish telecoms companies entering German-speaking countries.

• Mentions his role in leading marketing efforts in Dubai and pioneering a B2B solution in South Africa.

[t=3:48:15s] Opening Remarks by Edward Minihan

Edward Minihan introduces himself as the founder and CEO of expert advisers. He briefly discusses his experience working with large companies like Logica, merging with CMG, and working on projects in Dubai and South Africa.

Opening Remarks by Edward Minihan

• Edward Minihan introduces himself as the founder and CEO of expert advisers.

• Mentions his experience working with large companies like Logica and CMG.

• Talks about his work in Dubai and South Africa on a project with MTN.

• Highlights the success of a B2B messaging project for a mobile operator.

• Explains that he later set up expert advisers to help small and medium-sized enterprises enhance revenue and growth.

[t=3:50:49s] Presentation Agenda

Edward Minihan outlines the agenda for his presentation, which includes an overview of services marketing, challenges faced by businesses in getting traffic and leads, important initial steps for companies, paid advertising methods, free methods to get traffic, and offering value.

Presentation Agenda

• Overview of services marketing

• Comparison between services marketing and product marketing

• Challenges faced by businesses in getting traffic and leads

• Important initial steps for companies

• Paid advertising methods

• Free methods to get traffic

• The importance of offering value

[t=3:51:21s] Services Marketing Overview

Edward Minihan discusses services marketing, its definition, and how it differs from product marketing.

Services Marketing Overview

• Definition of services marketing.

• Focuses on intangible products or experiences.

• Involves delivering quality service to customers.

• Emphasizes customer satisfaction.

• Relies heavily on customer relationships.

[t=3:52:10s] Challenges Faced by Businesses in Getting Traffic and Leads

Edward Minihan highlights the challenges faced by both small businesses and larger businesses when it comes to generating traffic and leads.

Challenges Faced by Businesses in Getting Traffic and Leads

• Small businesses face limited resources for advertising and marketing.

• Larger businesses may struggle with competition and standing out in the market.

• Both types of businesses need to find effective strategies to attract traffic and generate leads.

[t=3:53:00s] Important Initial Steps for Companies

Edward Minihan discusses important initial steps that companies, especially smaller ones, should take to improve their traffic and lead generation efforts.

Important Initial Steps for Companies

• Define target audience and create buyer personas.

• Conduct market research to understand customer needs and preferences.

• Develop a strong value proposition that differentiates the company from competitors.

• Optimize website design and user experience.

[t=3:54:10s] Paid Advertising Methods

Edward Minihan explains various paid advertising methods that companies can utilize to drive traffic and generate leads.

Paid Advertising Methods

• Pay-per-click (PPC) advertising on search engines like Google Ads.

• Display advertising on websites or social media platforms.

• Social media advertising on platforms like Facebook, Instagram, or LinkedIn.

[t=3:55:20s] Free Methods to Get Traffic

Edward Minihan discusses free methods that smaller companies can use to increase their website traffic without spending money on advertising.

Free Methods to Get Traffic

• Search engine optimization (SEO) techniques to improve organic search rankings.

• Content marketing through blog posts, articles, or videos.

• Social media marketing by creating engaging content and building a strong online presence.

[t=3:56:30s] Offering Value

Edward Minihan emphasizes the importance of offering value to customers as a key strategy for attracting traffic and generating leads.

Offering Value

• Providing valuable content or resources that address customer needs or problems.

• Offering incentives such as discounts, free trials, or exclusive access to attract potential customers.

These are the main sections and key points covered in the transcript.

Services Marketing vs Product Marketing

This section discusses the difference between services marketing and product marketing, focusing on intangible benefits and personalized services in services marketing.

Intangible Benefits in Services Marketing

• Services marketing focuses on promoting intangible benefits and building customer relationships.

• Intangible benefits are those that cannot be touched, unlike tangible goods in product marketing.

• Examples of intangible benefits include accountants, lawyers, and coaches who specialize in specific areas.

Tangible Goods in Product Marketing

• Product marketing focuses more on tangible goods and innovation to improve the product.

• In contrast to services marketing, where the focus is on personalized services and unique individual benefits.

Four P's of Philip Kotler's Marketing Principles

This section introduces the four P's of Philip Kotler's marketing principles and their relevance to services marketing.

Overview of Services Marketing

• Pipeline velocity refers to reaching customers quickly through CRM systems.

• Lifetime value emphasizes the importance of retaining customers.

• Conversion rate relates to how quickly customers can be converted from initial interest to purchasing a service.

• Acquisition cost measures the expenses incurred in acquiring new customers.

• Sales cycles vary depending on the value and nature of the service offered.

• Customer churn refers to losing customers, which businesses aim to avoid by investing in customer retention strategies.

• Recurring revenue is considered ideal for services marketing, achieved through happy customers who stay with a company for an extended period.

Importance of Intangible Benefits in Service Marketing

This section highlights the significance of promoting intangible benefits in service marketing.

Promoting Intangible Benefits

• Service marketing focuses on promoting intangible benefits such as trade services like consultancy, financial management, and legal representation.

• Personalized services play a crucial role in service marketing.

• Service marketing strategies revolve around showcasing the service provider's ability to deliver superior support, service quality, building trust, and fostering customer loyalty.

Challenges in Services Marketing

This section discusses the challenges faced in services marketing based on a survey conducted by HubSpot.

Top Marketing Challenges

• Generating traffic and leads is identified as the biggest challenge by 65% of companies surveyed.

• Proving the ROI of marketing activities is another significant challenge for 43% of companies.

• Other challenges include securing enough budget, managing websites, identifying suitable technologies, targeting international audiences with content, staffing and training teams, hiring top talent, and finding executive sponsors.

Importance of Customer Retention (Churn)

This section emphasizes the importance of customer retention in services marketing.

Retaining Customers

• Customer churn refers to losing customers after investing time and money in acquiring them.

• Retained customers not only continue using your services but also refer others to your business.

• Offering sticky services that make it difficult for customers to switch between products or providers helps increase retention.

• Examples of sticky services include web hosting, website design, mobile phone plans, and CRM systems.

• Recurring revenue through membership sites is considered the Holy Grail of services marketing.

Generating Recurring Revenue

This section highlights the importance of generating recurring revenue through membership sites in services marketing.

Importance of Recurring Revenue

• Membership sites offer a way to generate recurring revenue for consultants and coaches.

• Sticky services like membership sites provide consistent income on a monthly basis from loyal customers who pay regularly for access to content or services.

• Examples include offering exclusive content through Facebook Live or YouTube live sessions.

The transcript is already in English, so there is no need to respond in a different language.

[t=4:02:33s] Importance of Loyal Customers and Referrals

This section discusses the value of loyal customers and referrals for a business.

• Loyal customers are more likely to recommend your business to others.

• Referrals from satisfied customers can bring in new customers.

• Keeping loyal customers can turn them into brand ambassadors for your business.

[t=4:02:58s] Challenges Faced by Mobile Operators

This section highlights the challenges faced by mobile operators, such as customer churn and mobile number portability (MNP).

• Customer churn refers to losing customers after investing significant resources in acquiring them.

• MNP allows subscribers to easily switch from one operator to another, posing a challenge for mobile operators.

[t=4:03:41s] Initial Steps Before Getting Traffic

This section outlines important steps to take before investing in getting traffic.

• Ensure your backend architecture is ready to handle incoming traffic.

• Capture and convert traffic effectively.

• Don't miss any inquiries or calls, as all inquiries are important.

[t=4:04:34s] Using Funnels for Capturing Traffic

This section explains the concept of using funnels for capturing traffic effectively.

• Funnels provide a focused and specialized approach compared to traditional websites with multiple links.

• Clear call-to-action is crucial within funnels.

• Examples of successful funnel-building companies include ClickFunnels.

[t=4:05:39s] Offering Upsells and Website Conversion Optimization

This section discusses upselling strategies and website conversion optimization techniques.

• Offer additional products or services on top of the main offering (e.g., book on top of a course).

• Optimize website design for better conversion rates.

• Provide clear contact information, chat integration, and optimize Google My Business listing.

[t=4:08:27s] AI-Integrated Chat Bots and Automated Immediate Responses

This section explores the benefits of AI-integrated chat bots and automated immediate responses.

• AI chat bots can answer frequently asked questions 24/7.

• Impress clients with automated immediate responses.

• Workflow automation for handling inquiries efficiently.

[t=4:09:51s] Paid Ads on Different Platforms

This section discusses paid advertising options on different platforms.

• Choose between Google (including YouTube), Facebook (including Instagram), and WhatsApp for paid ads.

• Consider allocating budget to one or multiple platforms based on business goals.

Paid Ads and AB Testing

This section discusses the importance of constant AB testing in paid ads. It explains that AB testing involves using different ad copy variations, such as different images, slogans, and CTAs, to determine which ones perform best.

• Constantly test different ad variations to find the most effective ones.

• Use different images, slogans, and CTAs in your ads.

• Consider adding videos instead of images to see if they perform better.

• Change your ads according to the season and keep an eye on what your competitors are doing.

• The risks of paid advertising include significant costs during the testing phase.

Free Methods: Content Marketing

This section focuses on content marketing as a free method for generating leads. It provides examples of successful content marketers like Gary Vaynerchuk and Alex Hosi.

• Content marketing involves creating valuable content to attract customers.

• Gary Vaynerchuk became a famous speaker through his content marketing strategy.

• Alex Hosi gained popularity on Instagram and TikTok by posting regular short-form content.

• Short-form content is important for businesses in any industry.

Free Methods: Outreach

This section discusses outreach as another free method for getting leads. It mentions using direct messages (DMs) on platforms like Instagram and Facebook groups to connect with potential customers.

• Use DMs on Instagram or Facebook to reach out to potential customers.

• Join relevant Facebook groups related to your business and provide value through consistent posting.

• Volume is important in outreach; send many messages every day to increase chances of getting clients.

Free Methods: Newsletters

This section highlights the importance of newsletters as a free method for generating leads. It emphasizes the power of email marketing and the need to offer value to attract subscribers.

• Email marketing is still effective, and every marketer should have a mailing list.

• Many successful companies started as newsletters before expanding their businesses.

• Offering value, such as free courses or valuable content, can encourage people to subscribe.

• People check their emails multiple times a day, making it a significant channel for communication.

Free Methods: Reputation Management

This section discusses reputation management as a way to build trust with customers and generate leads. It mentions online reviews on platforms like Google and Facebook, as well as the importance of testimonials and case studies.

• Build trust with customers through online reviews on platforms like Google and Facebook.

• Collect testimonials from satisfied customers to showcase your credibility.

• Use case studies to demonstrate the benefits of your services to potential clients.

• Focus on getting positive Google reviews, as they are critical for small businesses' visibility.

Free Methods: Referrals

This section explains how referrals can help in generating leads. It emphasizes the importance of having positive Google reviews and suggests using automated solutions for review requests.

• Positive online reviews, especially on Google, are crucial for attracting new customers.

• Check what your competitors are doing regarding reviews and aim for more positive ones.

• Automated review request systems can streamline the process of collecting feedback from customers.

The transcript is already in English language.

Customer Satisfaction and Online Reviews

This section discusses the importance of customer satisfaction and online reviews for businesses.

Importance of Capturing Low Star Reviews

• Businesses can use a solution to capture low star reviews before they are posted directly on Google.

• By addressing negative feedback, businesses have an opportunity to make the customer happy and prevent negative public reviews.

Winback Strategy with Email Marketing

• Established businesses can utilize their existing customer database for a winback strategy.

• Sending targeted emails with special offers to previous customers helps maintain contact and encourages repeat business.

Offering Value Instead of Selling

• It is important to focus on offering value rather than just selling products or services.

• Providing something for free, such as a fitness trainer sharing a morning workout video, can attract customers and build trust.

Offering Booked Appointments Instead of Leads

• In the B2B area, agencies can provide more value by offering booked appointments instead of just leads.

• This approach benefits businesses by connecting them directly with potential clients who are ready to engage.

Scaling Your Business Growth

This section explores strategies for scaling business growth using AI, chatbots, virtual assistants, and hiring staff.

Implementing AI for Scalability

• AI can be used to scale outreach efforts and advertising campaigns.

• Examples include using AI for missed call callbacks or implementing chatbots that work 24/7 without needing breaks or vacations.

Hiring Virtual Assistants for Appointment Booking

• Small businesses can hire virtual assistants as a cost-effective way to book appointments while scaling their operations.

• This serves as a stepping stone before hiring permanent staff dedicated to outreach, sales, or media buying.

Importance of Traffic Generation

This section emphasizes the significance of generating traffic for business success.

Paid vs. Free Traffic Methods

• Businesses can choose between paid and free methods to generate traffic.

• Paid methods involve allocating a budget for advertising, while free methods require investing time and effort.

Leveraging Expertise as Consultants

• Each individual has expertise in a specific field and can become a consultant to share their knowledge with others.

• Creating courses or offering consulting services allows individuals to monetize their expertise.

Taking Action and Next Steps

This section encourages taking action and provides suggestions for further steps.

Taking Action Today

• The importance of taking action is emphasized, referencing the book "Eat That Frog" by Brian Tracy.

• It is crucial to start implementing strategies rather than delaying progress.

Exploring Consulting and Course Creation

• Individuals are encouraged to explore opportunities in consulting based on their expertise.

• Creating online courses is another avenue for sharing knowledge and generating income at one's own pace.

LinkedIn as a Platform for Advertising and Content Creation

In this section, the speaker discusses the benefits of using LinkedIn as a platform for advertising and content creation. They highlight its functionality for writing articles and newsletters, as well as its specific reach to a targeted audience.

LinkedIn's Benefits for Advertising and Content Creation

• LinkedIn is a great platform for advertising and creating content.

• It offers functionality for writing articles and newsletters.

• The platform has a specific reach to a targeted audience, making it effective for reaching executives (CXOs).

• While advertising on LinkedIn may be slightly more expensive than other platforms, it provides focused targeting capabilities.

Considerations for Marketers in Light of Data Protection Changes

This section addresses the question about what marketers should pay attention to in light of increasing data protection and privacy changes, such as GDPR rules and Google's intention to eliminate cookies.

Compliance with GDPR Rules and Data Protection Acts

• Marketers need to check GDPR rules and abide by them when targeting any market.

• The use of cookies is particularly important to consider.

• Germany has its own strict data protection act that marketers should be aware of.

• Different countries have different rules regarding outreach methods like Instagram DMs, so staying updated is crucial.

• When unsure about legalities, starting with advertising is generally safer.

Direct Messaging on Social Media Platforms

This section explores whether direct messaging (DM) on social media platforms should be treated differently from cold calling. The speaker emphasizes the importance of leading with value when contacting anyone through DMs.

Treating Direct Messaging Differently

• Whether direct messaging should be treated differently depends on the market and the value being offered.

• It is crucial to lead with value and personalize messages by researching the person being contacted.

• The legality and acceptance of unsolicited DMs vary across countries, such as the US, UK, and Germany.

Testimonials and Requesting Them

This section addresses the question of whether it is fair to ask for testimonials in return for bonuses or if it can be perceived as a bribe. The speaker explains how offering discounts in exchange for testimonials can be an effective strategy.

Requesting Testimonials

• Offering discounts on products or services in exchange for testimonials is a common practice.

• Testimonials, especially video testimonials, are critical for gaining new customers.

• Updating titles on video testimonials is possible if someone changes companies.

Future of Marketing with AI and the Metaverse

In this section, the speaker discusses the future of marketing with AI and its impact on various aspects such as copywriting, web design, chatbots, and API integration.

Impact of AI on Marketing

• AI has already transformed copywriting and web design.

• Chatbots will continue to play a significant role in marketing.

• API integration allows connecting to AI through interfaces for various applications.

• Examples include Otter Ai for voice-to-text conversion and creating videos using AI.

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Business Software Options

The speaker discusses various business software options, including Hop Spot and Zoho CRM, as well as a recommendation for small businesses to explore ABS2More. These CRM systems offer features such as lead capture, tracking leads from different sources, and easy communication through email and SMS.

Business Software Options

• Hop Spot: A more expensive CRM system.

• Zoho CRM: A cheaper alternative to Hop Spot.

• ABS2More: Recommended for small businesses; offers a variety of CRM products.

Reaching Rural Customers Through Radio Advertising

The speaker discusses the role of radio in reaching rural customers in Nigeria and emphasizes the importance of considering different advertising mediums based on the target audience's preferences. Radio can be an effective option if it is local and aligns with the target audience's media consumption habits.

Reaching Rural Customers Through Radio Advertising

• Radio: A good option, especially if it is local.

• Considerations: Determine if the target audience listens to the radio, reads newspapers, watches TV, or uses social media platforms like Instagram and Facebook.

• Opportunity: Since traditional advertising methods like Direct Mail are less common nowadays, exploring radio advertising could present an opportunity.

The Power of Jingles in Advertising

The speaker highlights the effectiveness of using jingles in advertisements despite them being associated with older eras. Recall rates for jingles have been found to be high, suggesting that revisiting older advertising techniques can yield positive results.

The Power of Jingles in Advertising

• Jingles: Despite being considered outdated, they have proven to be highly effective in terms of recall rates.

• Revisiting Older Techniques: Sometimes, it is beneficial to explore older advertising methods that have been overlooked or bypassed.

Lead Generation in the Renewable Energy Industry

The speaker provides recommendations for lead generation in the renewable energy industry, specifically within the B2B sector. Suggestions include targeting top companies, utilizing Instagram and LinkedIn for communication, offering something of value to potential leads, and initiating conversations through email or phone calls.

Lead Generation in the Renewable Energy Industry

• Targeting: Create a list of top companies to focus on.

• Communication Channels: Utilize Instagram and LinkedIn for reaching out to potential leads.

• Offering Value: Provide something valuable to potential leads to increase response rates.

• Conversations: Initiate conversations through email or phone calls.

Closing Remarks

The speaker concludes the session by expressing gratitude towards the speakers, translators, and participants. They provide information about accessing recordings of the session and encourage participants to reflect on their learnings and implement them promptly.

Closing Remarks

• Appreciation: Thank you extended to Hubert Gish Gina Pano and Edward Minihan for their contributions as speakers.

• Gratitude towards Translators: Recognition given to translators for their invaluable work in making lectures accessible.

• Recording Availability: Session recording will be uploaded on Monday along with slides from other speakers' presentations.

• Reflection and Implementation: Encouragement for participants to reflect on their insights from the session and take immediate steps towards implementing what they have learned.

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