{

“Real life company stories make this book an absorbing read.”
– - Harvard Business School

}

creatingcustomerevangelists

BEN McCONNELL

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JACKIE HUBA

How Loyal Customers Become a Volunteer Sales Force

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Wabash & Lake, Inc. (312) 467-4755 creatingcustomerevangelists.com

Speaking kit
Keynote presentations Private workshops Speaker biographies Testimonials

}

Loyal customers

creatingcustomerevangelists
S P E A K I N G I N F O R M AT I O N

{ Keynotes }

Minneapolis: Integrated Media Association conference keynote

When customers love your product
or service so much that they are compelled to tell others, you have the makings of an “evangelism marketing” machine. In short, these very satisfied customers can become your evangelists. If you understand how to harness their influence, they will essentially join your marketing department. Authors Ben McConnell and Jackie Huba are the leading experts on the growing trend of customer referrals. Their bestselling book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, documents this emerging standard of customer loyalty with how-to ideas, strategies and tactics. A Creating Customer Evangelists keynote presentation is interactive, instructional, inspiring and highly engaging. Filled with many tips, practical ideas and instructive stories, this keynote helps participants understand how six evangelism marketing strategies create communities of influential customers who spread the word: 1. Customer plus delta: How customer feedback drives word of mouth 2. Napsterize your knowledge: As knowledge is shared, it becomes more valuable 3. Build the buzz: Understanding the roles of megahubs and network hubs 4. Create community: Why customer communities are valuable and drive sales 5. Make bite-size chunks: Strategies for simplifying complex sales so customers tell others 6. Create a cause: Crossing the emotional chasm with customers so they believe in you Each keynote presentation is researched and geared specifically to your organization and its industry. Keynotes are 30-75 minutes in length and can include Q&A and book-signing. In 2003, McConnell and Huba were featured keynote speakers at more than 100 events.

“A compelling

and educational presentation!”
– BRUCE RANES, I N T E G R AT E D M E D I A A S S O C I AT I O N

Bookings: (312) 467-4755

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Word of mouth

creatingcustomerevangelists
S P E A K I N G I N F O R M AT I O N

{Workshops}

Building an evangelism plan
is about facilitating ideas from your group or organization that lead to emotional connections between you, your customers and your prospects. Creating a plan requires concentrated, focused effort, and a Creating Customer Evangelists workshop is the ideal vehicle for your organization. During a 1-day or 2-day workshop, your attendees will learn how to:

Create evangelists for your products and services Build word of mouth for products via buzz strategies Develop closer, more intimate customer relationships Build a sense of community among customers Develop a cause to rally customers around Use a marketing budget more effectively Build an internal team responsible for evangelism

Participants depart with a deep understanding of the six tenets of customer evangelism and the best practices of leading companies. Better yet, they will have created a plan for making customer evangelism happen for your organization. Workshops are hands-on, intensive sessions that get your people on the same page about word of mouth and customer referrals. South Carolina: Creating a customer evangelism plan for Kiawah Island Development Corp.

created a wonderful forum that challenged us as a group and individually. It was a very meaningful experience.”

“Wow! You

1-DAY WORKSHOP A true workshop environment. Customer evangelism concepts are explored in great detail, with in-depth examinations of companies enjoying widespread customer advocacy. With honest, open discussions, we facilitate strategy-building exercises that focus everyone on applying the customer evangelism tenets to your organization’s objectives.

2-DAY WORKSHOP For organizations with complex services and/or multiple products, Day 2 is a dedicated strategy-building session for tailoring and refining customer evangelism plans, developing measurable goals and outcomes, and planning how to get the rest of your organization on board with the plans.

– GORDON HILLOCK, K I AWA H I S L A N D R E A L E S TAT E

Bookings: (312) 467-4755

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Ben McConnell

creatingcustomerevangelists
S P E A K I N G I N F O R M AT I O N

{ Biography }

Capitvating. Inspiring. Luminary.
Those are some of the words used to describe Ben McConnell’s presentations on customer evangelism and word of mouth marketing. With conviction, energy and a keen wit, Ben has brought customer evangelism stories to life for client audiences such as PBS, Starbucks, Microsoft, Administaff and others.

Ben is co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, and he is co-founder and principal of Wabash & Lake, a Chicago marketing consulting and training firm. Since 2001, Wabash & Lake has worked with dozens of organizations to help them create customer evangelism programs.

Ben's career has been focused bringing big companies closer to their customers. Past clients include General Mills, Eli Lilly, Wyndham Hotels, Freddie Mac, P&G and Campbell Soup. With these companies, he led specialized teams that focused intently on clients’ customer experiences. BEN McCONNELL

and inspiring. You were the hit at our conference!”
– A N N A F LY E , P B S

“Captivating

Ben’s marketing career sprang from his early work in big-city journalism. He was co-founder of Dallasnews.com, the flagship operation of Belo Corp., owner of the Dallas Morning News, various other newspapers and 19 television stations. His work at the Morning News earned him numerous awards, including his participation with two Pulitzer Prize-winning projects.

SELECTED RECENT CLIENTS Administaff Bonneville Cisco FolkAlley.com Jacobs Media PaeTec PBS Starbucks

Bookings: (312) 467-4755

creatingcustomerevangelists.com

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Jackie Huba

creatingcustomerevangelists
S P E A K I N G I N F O R M AT I O N

{ Biography }

Chicago: Leading a Customer Evangelism University workshop.

For more than 14 years,
Jackie Huba has been conjuring up ways to improve the lives of customers. Never one to back down from communicating with a company where she sees room for improvement, Jackie constantly offers companies feedback on how they can better their experience with her as a customer.

At IBM in its $9-billion software division, Jackie spent 11 years dreaming up ways to convince IT managers and senior technologists of Fortune 500 companies that IBM’s programming tools would make their jobs easier and more productive. She accomplished this by spending four years on the road, evangelizing at trade shows and customer locations about IBM’s portfolio of products for programmers.

After IBM, Jackie was vice president of marketing and client services at Dallas-based marketing agency imc². She helped that company quadruple its revenue in two years by building relationships with clients J AC KI E HUBA such as Procter & Gamble, General Mills, Eli Lilly & Company, Dr Pepper/Seven Up, Chiquita, and Wyndham Hotels and Resorts.

Nothing but rave reviews from attendees and our staff.”
– JOHN CAPOTOSTO, AMERICAN BANKERS A S S O C I AT I O N

“Fantastic!

Jackie is co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, and she is co-founder and principal of Wabash & Lake, a Chicago marketing consulting and training firm. Since 2001, Wabash & Lake has worked with dozens of organizations such as Whirlpool, Microsoft, Disney and others to help them create customer evangelism programs.

SELECTED RECENT CLIENTS

American Marketing Assoc.

American Bankers Assoc.

American Express

Disney

Microsoft

Bookings: (312) 467-4755

creatingcustomerevangelists.com

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creatingcustomerevangelists
S P E A K I N G I N F O R M AT I O N

{Testimonials}
and audience exercises brought the principles of customer

“Thank you for coming to

inspire our team. Your material was insightful and compelling. We

were privileged to have you share your learning and wisdom with us.”
– Susan Sobbott, SVP & GM, Lending and Network Development, OPEN: Small Business Network, American Express CLIENTS AND P R E S E N TAT I O N S INCLUDE:

“Your

interactive presentation

Administaff American Express Athletico Bonneville International Cisco Disney Franklin Covey Coaching Jacobs Media KraftCPAs Microsoft NPR PBS 2003 Retaurant Summit Salt River Project Starbucks Tandem TARP TEC Unica Whirlpool WKSU Zondervan DeVry University Lake Forest University North Park University University of Chicago Univeristy of Michigan Wake Forest University

evangelism to life. Our audience of marketing professionals came away with new ideas, rich insights and actionable strategies. Thank you!”
– Pam Smith, American Marketing Association

“A

great presentation at our meeting. You obviously were a real hit based on the feedback. I

appreciate all of your preparation and time on the speech and your energetic speaking style. Of the 30 percent of the attendees who responded [to the evaluation form], 100 percent of these rated the topic and the speaker as excellent or good (most were excellent). The comments were great, too!
– Carol Barreyre, International Association of Business Communicators

“You have been getting

rave reviews from the people who were there. Somebody stopped me
– Jody Lentz, director of outreach, Executive Discovery

in our (very slow) elevators yesterday to say that it was the best program we have had yet.”

“Jackie’s

message is truly a gift regarding business marketing. The blending of theory,

research, and practical application was refreshing. I gained a variety of useful strategies to effortlessly hone the value of my own service. I highly recommend it to anyone serious about their business success.”
– Dr. Al Spicer, International Coach Federation

“When you are in charge of a convention, you never like to go out on the limb with someone you have never heard speak. Jackie

made me look like a genius since her message was
– Bruce Frasier, Mailorder Gardening Association

relevant, precise, practical, and humorous. I would recommend her to anyone.”

Bookings: (312) 467-4755

creatingcustomerevangelists.com

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