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The Golden Llama: How a 3-Inch Figurine and a Can of Spray Paint Won a Market

September 3, 2019

Presented by: Kyle Lacy, Vice President of Marketing, Lessonly

This presentation is about that one thing that will help win a market. The secret to success in any industry. The idea that drives a massive amount of leads. That's right. It's Ollie Llama, a three-inch golden llama. Kyle's presentation focuses on why stories win and branding is the new competitive advantage. He walks the audience through the steps to building a powerful brand campaign with high-level messaging, direct mail, book production, and a can of spray paint. 

Session Notes

Kyle was an energetic and hilarious speaker who dressed in a way that was relatable and down to earth. He used storytelling to engage as he took the audience on a journey through his slides. He told jokes throughout his talk and kept us entertained from the beginning to the very end.

The Golden Llama Represents Something Bigger

  • Too often, companies are stuck with statistics and algorithms and lose the humanity of their brand.
  • The golden llama represents the values that Lessonly held on to as a part of a bigger strategy that helped them get recognized, and helped them become one of the biggest MLS providers.
  • A great story of community which drove press and analyst relations.

Unite the Community

  • Focus on internal enablement before external campaigns.
  • Build the story into all marketing facets (internal & external).
  • Create a list of your customer heroes and involve them.
  • Start from upper management, and let it run through the company.

Key Takeaways

  1. Unite the company by getting stakeholders and upper management involved at the top of the funnel.
  2. Get clients involved in your story. Sharing something tangible like a golden llama lets them hold on to something and encourages them to share the story.
  3. This in turn creates other forms of revenue and marketing such as board games and books.
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