Post on 02-Jun-2020
transcript
CREATING RAVING FANSFOR YOUR CLUB
THEORY + TACTICS
PART 1MY MARKETING
PHILOSOPHY
MARKETING IS NOT DISCOUNTING
STAGNATION IS ALSO A RECIPE FOR TROUBLE
PRICE
TIME
ALL SUCCESSFUL BRANDS GET MORE EXPENSIVE & EXCLUSIVE OVER TIME
PRICE
TIME
HUMAN NATURE
WE CHASE WHATIS HARD TO GET
WE WANT WHATWE CAN’T HAVE
THE GOAL OF THIS BOOK IS TO GET YOU TO BECOME
NOT
THREE CORELESSONS
WHEN COMMUNICATINGEMOTIONAL TRUMPS LOGICAL
SHIFT #1
WOW, NICETHREADS!
LUXURY PURCHASESARE EMOTIONAL DECISIONS
LOGIC IS A JUSTIFICATIONFOR AN EMOTIONAL DECISION
MEMBERSHIP IS NOT A SPRINTLESSON #2
“AS A MEMBERSHIP DIRECTOR, YOUR GOAL IS NOT ALWAYS TO GET THE CHECK, IT’S
TO MOVE THE SALE FORWARD.”-Susan Greene, PCMA President
MEMBERSHIP LIFECYCLE
Ad Budget is a well balanced attack.Here’s what to spend on each zone:
Cold Traffic - 50%Warm Traffic - 30%Hot Traffic - 20%
HAVE A PLAN & AUTOMATE WHENEVER POSSIBLE
ONE SIZE DOES NOT FIT ALLLESSON #3
TODAY’S CONSUMER / MEMBERWANTS OPTIONS
ENGAGE EXISTING MEMBERSHIP CATEGORIES
FIND CREATIVE WAYS TO
PART 2BRANDING
The Best Brands Win!
Superior Products Don’t Always Win
The Best Brands Win!
Best Prices Don’t Always Win
The Best Brands Win!
The Key Ingredients to any brand:
-Differentiation-Relevance
-Esteem-Knowledge
Differentiation
What makes you & your club unique?
Are your differencesrelevant to the market?
Relevance
How well regardedare you?
Esteem
Does anyone knowabout you?
Knowledge
Great BrandsStay Consistent
Trust
Consistency
Expectation
Sales
EveryONE and EveryTHING Needs to walk the walk & talk the talk
Great BrandsStay Consistent
PART 3STORY
YOU’VE GOT TO BE A GREAT STORYTELLER
TO BE A GOOD MARKETER
Did I ever tell you how I got into the club business?
MY FIRST CLUB
INITIATION FEE: $20
NARRATIVE ARCGOOD STORIES HAVE A SIMILAR
A character has a problem, then meets a guidewho gives them a plan and calls them to action.That action either results in a comedy or tragedy.
DONALD MILLER’S NARRATIVE FRAMEWORK
Remember my Siquijor story?
Clubs are not in the golf business…
You’re in the challenge-solving business.
SO WHAT’S YOUR PROBLEM?
AND WHAT’S YOUR PLAN?
WE DEVELOPED16 STORIES,
HERE ARE MY FAVORITES
HISTORY
CELEBRITY
CHARITY
SCARCITY
THE MOST SUCCESSFUL STORIES ARE WRITTEN
AT A GRADE SCHOOL LEVEL
TOOLS
naturalreaders.com
ENTER YOUR COPY / SCRIPT & LISTEN TO A PLAYBACK OF IT BEING READ, FREE
ONCE YOU’VE WRITTEN THE HEADLINE YOU’VE
DONE 90% OF THE WORK
THEN…BECOME A GREAT STORY CURATOR
ZERO SUM GAME
QUESTION: WHAT IS YOUR CLUB’S STRATEGY
ON SOLICITING REVIEWS?
QUESTION: HOW DO YOU RESPOND TO NEGATIVE
REVIEWS?
What Networks Should Most Clubs Focus On?
Average User 35-54
Average User 35 & Under
Average User 30 - 64
HYPERTARGETING & RETARGETING
1. Be Specific (Youth Golf, Ladies Gym, Etc.)
2. Don’t Overcomplicate
3. Have one simple call to action
• 1.9B USERS
• 2ND LARGEST SEARCH ENGINE
• 6 OUT OF 10 PEOPLE PREFER ONLINE VIDEO TO LIVE TV
• 79% AGED 18-44 INDIVIDUALS WATCH (NEXT GEN MEMBERS)
1,300% INCREASEIN MEMBERSHIP
LEADS
CLUBS SHOULD DEDICATE 10-25% OF THEIR ANNUAL MARKETING BUDGET ON
INFLUENCER VIDEO
RARE OPPORTUNITY…
…YOUTUBE DISCOVERY ADS ARE UNDER PRICED
Teach & tell stories with live streaming
Give Virtual Tours to Prospective Members, Brides or Event Planners
IN A WORLDCOMPETING FOR ATTENTION,PLAYING IT SAFE IS THE
RISKIEST MOVE YOU CAN MAKE
GIFTSANDQ&A