118 Seconds

Jeff Hayzlett's "The Mirror Test"At last year’s AlphaGraphics conference in Tucson, our featured speaker was Jeff Hayzlett, the author of “The Mirror Test” and the recent Chief Marketing Officer at Kodak. The context of the title is a question about whether your business is still breathing.  In the book, he talks about the 118.  This is his name for the elevator pitch.  The name reflects the amount of time, in seconds,  in a normal elevator ride. You have 8 seconds to get their attention and about 110 seconds the tell your story in an interesting way to hook them. If you haven’t made the sale in the 118 seconds, you have lost.

Based upon that analogy, Alphagraphics asked the franchise network to submit videos of their 118 with prizes going to the best presentation. The focus of the contest would be to present our offering based upon the “New Now” and the theme of our upcoming conference in Las Vegas in August of “All In”. I will say that the videos are great and most of them are very entertaining.  The world can go see the videos at this link. 118 Seconds Videos. My favorite is the DJayMoney video.

The videos are all fine and good and they reflect very well on the talent we have in our system. However, I do not believe that these videos reflect the spirit of a 118 second pitch.  I rarely see a projection or TV screen in an elevator. The pitch has to come out 1-on-1.

With this, I submit my 118 second elevator pitch for the world:

Hi, I’m Steve Adams, owner of the Alphagraphics Center from down the street. Our role, in this day is to get the revenues of our local small and medium-sized businesses back to where they were prior to the recession. Most of the these businesses in the Phoenix market have seen reductions of revenue over the last 36-months of up to 40%. My job is to help these businesses get this revenue back.

We have a 5-pronged attack to accomplish this:

First, we help our customers to identify their best prospects by analyzing their current customer habits. We do an in-depth analysis of their current customers and then we identify the prospects that will best respond t0 that businesses messages. From this customer analysis, we also identify current customer needs that can be focused on by future marketing efforts.

Second, we plan a detailed marketing plan which will include several channels of communication. This marketing plan will cover such things as branding website rankings, seo and sem, print media and mailing, email marketing,  social media as well as opportunities to use mobile marketing.

Third, based upon this approved marketing plan, we will help a business plan their marketing budget and their marketing timeline.

Fourth, we will implement the plan using our experienced marketing associates.

And finally, we will provide the metrics that show how the current marketing plan is working which allows us to adjust the marketing effort as we go.

Can I arrange a meeting to start the process with your company?

Well, not as exciting as the videos, but this is how it will have to happen in real life to get the sale.

You can always contact us at the following AlphaGraphics websites:

AlphaGraphics Mesa Printing and Marketing FaceBook Fan Page

AlphaGraphics Tempe Printing and Marketing FaceBook Fan Page

AlphaGraphics Phoenix Printing and Marketing FaceBook Fan Page

Twitter: @steveadams291

LinkedIn: stepheneugeneadams

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About Stephen Eugene Adams

Owner of 3 Alphagraphics franchises in the Phoenix metropolitan area. Locations are in Mesa, Tempe and Northwest Phoenix.
This entry was posted in alphagraphics, direct mail, email newsletters, mesa, phoenix, search engine optimization, SEM, SEO, small business, social media, tempe, website design and tagged , , , , , , , , . Bookmark the permalink.
  • Joe Vasta

    Very good post. I don’t know if our elevator rides here are long enough to get the whole message in, but it is a great description of what we are doing to better serve our customers.

  • http://www.alphagraphics.com/centers/mesa-arizona-us291/index.html Stephen Eugene Adams

    Joe, I assume that I would also have to follow them down the hall a bit to get the whole message in. We don’t have many high buildings in Phoenix. I do go to a lot of Chamber functions that give me the opportunity to give the 30 second speech. By the way, you missed an opportunity to get a backlink to your website which are good for Google rankings. I will throw it in here to help. AlphaGraphics New Bedford

  • http://www.alphagraphics.com Kevin Cushing

    Look forward to your video Steve. Great message, halfway there, you have the script!
    http://www.alphagraphics.com