Tony Chapman is one of Canada’s leading communication experts. The media has labelled him a Marketing Guru and he is an authority on how to build brands, sell strategically and be profitable in today’s volatile marketplace. Tony has been at the forefront of pioneering innovative marketing and sales tactics, including social media, and many consider him a trailblazer for the strategies he has deployed to reinvent how companies engage with their customers and navigate the changing landscape. He has founded and successfully sold two internationally renowned advertising agencies, Communique and Capital C, and co-founded Fresh Intelligence. His agencies have collectively won over 100 national and international awards including the much-coveted Agency of the Year.
Beyond his role as a Founder and CEO, Tony’s body of work includes being a host, facilitator, strategic creator, provocative debater, idea maker and keynote speaker at conferences around the world. He is also a noted contributor on television and radio, with weekly appearances on prime time television and radio, and has been featured in documentaries on the CBC, the BBC and Australian Television. In recent years, Tony has been the host of Chatter that Matters, a radio show that airs in nine markets, and a podcast. He chats with ordinary people who do extraordinary things, and his guests include Olympians, Business Leaders, Thought Leaders, Entrepreneurs, Celebrities and more.
Passionate, provocative, opinionated and relevant, with an engaging personality, he speaks on a range of issues including consumerism, business strategy, politics, the economy, as well as sales, branding and marketing. He is a mentor who shares his knowledge with students and invests in the next generation of entrepreneurs.
The Experience Economy: From a place to buy to the place to be
Drive Growth and Profitability by engaging in the Experience Economy.
Tourism, Hospitality, Retail, Auto and Financial Services must shift from being a place to (visit, eat, buy or bank) to becoming ’the place to be’, steeped in experiences. Why? Experiences are personal and feed emotion. Experiences will counter Disruptors who use mobile and voice as their Trojan Horse to marginalize your brand, aggregate pricing and sell direct.
In this presentation, Tony will take apart the Platform Economy to show what we must do to counter these disruptions, stay relevant and give our consumers a reason to visit and spend. He will draw upon case studies from around the world to encourage ‘bricks and mortar’ to shift from a place to buy, eat or visit, to one that also offers personal experiences that are value-based, emotive and transformative, and that let people be who they want to be.
• Why the 5 P’s are under siege by digital-based disruptors in the Platform Economy.
• Identify the two points of entry where you are most vulnerable to disruption.
• How focusing on the right ‘Be’s’ will enable you to attract guests, increase spend, develop better talent, and guide your messaging and offer, and spark innovation.
Stop Telling Your Story. Become Part of Mine:
How to get the attention of the people that matter most to you
Attention is the oxygen of most human endeavor, but in the Age of Noise most brands, ideas and proposals are starving for attention. Too many choices and too much content are competing for a finite amount of our audiences time. So how do we get heard? We stop telling our story and become part of theirs. Tony will draw upon his three decades of crafting powerful stories that engage the ‘head, heart and hands’ of audiences across all industry sectors. He uses entertaining and enlightening case studies to show why any audience-employees, customers, prospects and investors and all face to face and digital channels respond to this powerful and emotive platform.
- The essential pillars to crafting a story & the four human motivators to generate audience response.
• The critical roles in the story, and why your audience is the hero.
• Why storytelling is the best way to be heard in the age of noise.
Tony offers a two hour workshop where participants learn how to create and present a story that engages the ‘head, heart and hand’s’ of any audience.
A Brand New World:
Make Things Happen Versus Wonder What Happened
Tony outlines the critical forces of change that are rendering much of what we know about leading businesses and even societies obsolete. A growing divide has collapsed the middle ground. You are either making things happen or wondering what happened, there is no status quo.
Tony looks at how to make things happen by first identifying then giving the people that matter most to you – employees, customers, prospects, influencers, and investors ‘More and Less’. More of what matters to each of them – value-added personalization, with less friction and effort.
He shows how do dot the three ‘I’s’. Insight, Imagination and Intention. In this Brand New World there is no middle ground. You must make things happen versus wonder what happened.