What is Brand Engagement? Isn’t that just sales?


– Oh sorry, I was just flexing my muscles. I’m Derek Laliberte, I’m the director of brand engagement, or as Joe would say, the branding. (Derek yells) Hey what’s up everybody
it’s Derek Laliberte, the host of engage- – Yeah yeah yeah yeah not today, not today.
– Okay. Not today. My show today. Hi ladies and gentlemen, I’m Joe Best and I am
taking over Engage Aptera and my first guest is
the Engage Aptera host, Derek Laliberte. – That was Bush league. – What’s going on everyone, welcome to Engage Aptera, I’m Joe Best. I’m a graphic designer here at Aptera but today I am taking over and I am now the host of Engage Aptera and my first guest today
is the original host, Derek Laliberte. Derek? – You did that so well. – Welcome to your own show. – What a pleasure. It’s an honor to be on
this side of the table, or couch.
– Yeah. Okay so you’re done talking right now, I’ll be doing the questioning today. – Okay. That’s how we’re gonna do things. – Yeah let’s start this off right. – I’m embarrassed. – Derek, you’re director of brand engagement here. Director. You got some boys, you got some team members. You’ve got some hard workers. – Savages.
– Tell me about it. What do you guys do here at Aptera? – Man I’ve been waiting almost a year for somebody to ask me that. I mean I’ve been asking a
lot of technical questions. So rather than going into this big spiel, I think there’s three main components. One is always always add value. How can we add value, number one. Number two, let’s really really try to
not waste anybody’s time. And third is, I’m a storyteller man. I’m telling stories. – I like that.
– I love telling stories. I like that. – Have you read all my stories? – I have I have. I’m a subscriber, I follow you on LinkedIn. – Sweet. – I like you on Twitter. I like your Instagram posts, I do it all. – Can you like somebody on Twitter? – I think so, I think so.
– Ok. – So Derek, tell me then, what is the story at Aptera? – Do you know who Simon Sinek is? – I think so. – I think everybody on the
planet has heard of Simon Sinek. I might even tag him in this, he’ll probably comment. No big deal. It’s his start with why mentality. So it’s, the people that bring us in aren’t necessarily the companies, but it’s the person responsible for delivering this
enterprise level software. And they are super concerned
over just lack of execution, lack of delivery. And we understand. We believe that they
care about two things. They care about speed and quality. So the how right? So if we’re moving down
the Simon Sinek train here, how? We’ve created a process
to mitigate technical debt and lack of resources. So if you’re doing a development project and you get to the end and
you didn’t consider something that probably needed to be included, well now you have a little
bit of technical debt. Hopefully you got a
little budget left over. Really at the end of the day, and here I’ll do my best Simon: the what is we just happen to build incredible web and mobile applications. Wanna buy one? That sounded amazing. – [Joe] 10 out of 10. – Yep. – [Joe] I loved it. – I think everybody at
Aptera is gonna love it. – So we know the Aptera story. – I hope so. I hope I did a good job. – At this point we do. How do we do it? How do we do what we do here? – Right so I mentioned value, not waste your time, and tell a story. You heard the story. The value right? The way we add value now
is significantly different than the way we used to add value. And it’s because of the
age of the customer. Because you can literally
find information anywhere on this thing called, help me. – The internet? – Close. It’s the world wide web. It’s the world wide web So we have this age of
the customer and you know, I used to be the one that believed that I could cold call anybody. I’ll pick up the phone and if I pick up the phone
and I talk to somebody, I can convince them that
I have something they need that they’ve just, oh my gosh I’ve never
thought of that before. But that’s just not the case. So how do we add value? There’s professional brand
and there’s personal brand. So personal brand is this
way of creating content and I won’t get into the details of it, but it’s this way of establishing trust and building rapport. So we incorporate personal
brand with professional brand. And professional brand is this way to really establish credibility. So the way we add value is
really through our brand and the professional and personal brand, the terminology really gets jacked up. Let me tell you it does. But I can’t tell you how important it is to actually build a genuine relationship. Make that connection so
that when it comes time to talk about your professional brand, you’re really adding value at that point. – So I’m a graphic designer
– You are. – I’m a visual person. – You’re the best. – Tell me what does this look like? – You’re the best, Joe Best. That’s seriously his last name. I know, mindblown. What does it look like? I’ll tell you what it looks like. It looks a lot like
joining the conversation versus starting the conversation, especially online. There’s so many people online, especially social media and we have this need or desire to feel like we need to
start the conversation. Well people are already doing that on a level that it would
take years to get to. So joining the conversation
is more important because everybody’s on
some kind of journey right? Especially the customer journey, the buying journey. We need to join that conversation. It looks a lot like this. It looks a lot like making connections, making genuine connections, building relationships, but most importantly Joe, it looks a lot, a lot, like listening. – Ok Derek. If that’s what it looks like, what does it sound like? – Well let me go ahead and put my LinkedIn
coach hat on real quick. My sales trainer coach hat. How you doin? I can tell you what it doesn’t sound like. And it doesn’t sound like a cold call. And I say that knowing that people are gonna disagree
with that and that’s fine, I’m not here to debate whether or not you think
it works or doesn’t work. I’m just telling you 5% of
the time we pick up the phone, people answer. 5% and that’s actually
up 2% from year’s past. – Oh wow. – Yeah let’s not get too carried away. And it certainly doesn’t sound like some sort of spammy
LinkedIn message or email and it’s certainly not a
try to get ahold of you through your contact information on your info page on your website because stop doing that everybody. Holy moly. Doesn’t work and it’s just brutal. – Yeah I don’t like that either. – No and you know what, 3% of the time people answer our emails. And these are our statistics. So why not send some
sort of genuine message that actually means something. Because I’ll tell you this much, 26% of the time people
are answering those. Didn’t think we were tracking it did you? We are. How you doin? Good to see ya. – Derek. We didn’t make a cold call, – That’s my name. – We didn’t send an email, so right now there could be a client potentially watching this video. What do you want to say to them? Right now they’re listening. What do you want them to know? – Hey. Nice shoes. Okay from the heart, can I go from the heart? I just want to let you know that I’m never gonna answer
a technical question. Not because I can’t. I actually can’t. Hold on. But because we have 70 people upstairs that can much better than I can. They’re the technical experts. Second of all, the value that I bring
or that we bring is like, I understand the process. We’re experts in the actual process. We know where you are. We know where you wanna go because we’ve done the listening. So we’re here to guide
you through that process for a couple reasons. One, we know there’s probably
gonna be some sort of changes. And two, we know there’s probably gonna be some kind of unplanned work. And if we don’t handle
the expectations up front, or at least provide confidence
in you that we have a process that was built or centered around knowing that that stuff
is going to happen, who are we? We’re a vendor. And we consider ourselves a partner. So what does that mean? It means one thing and
it’s really important. We have to be a fit. We have to absolutely be a fit. There’s been several cases where
we’ve had to tell somebody, hey I don’t think this is gonna work out. And it’s not you. It’s me. You know what I mean? – Yeah, it was from the heart I get it. – I wasn’t breaking up with you. But what I mean is it
absolutely has to be a fit. It has to be a fit. We have to have transparency. We have to communicate. We have to know what’s going on. So I guess that’s what I want you to know. I don’t know how to wrap this. – I love it. We’re adding value, we’re not wasting time. This has been great. I need to do this more often. I want to take over your show more.
– I love you. – I like this show better
when I am on the show. I mean I love having you on the show. Ladies and gentlemen, I am Joe Best, I’m a graphic designer. He’s Derek Laliberte, the brand engagement ambassador of Aptera. This has been Engage Aptera. – The director of brand
engagement at Aptera. – [ Joe] I butchered it? – I am a brand engagement
ambassador leader. – I’m sorry. If I host the show more
I’ll get better at it. – I love brand engagement ambassadors. Slap. – You did it. – Snap. That was an Indiana high five. Adobe XD. Why are you wearing all black? So you can express your rage? Dig it. Hammertime. Get outta here. Leave the room. We’re playing hockey right now. Stop the table.

Michael Martin

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