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