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?
Relevance
Are your differences
relevant to the market?
Esteem
How well regarded are you?
Knowledge
Does anyone know
about you?
Challenges that
Brands Face Today
#1 It’s an On-Demand World
Challenges that
Brands Face Today
#2 Customers are more
savvy than ever before
Challenges that
Brands Face Today
#3 It’s an impersonal world
Challenges that
Brands Face Today
#4 There is information overload
3,000+
Ad Messages
Per Day
Challenges that
Brands Face Today
#5 People are moving fast
The Best Brands Sell
Emotion not Logic
Did you buy your last car
because it had more steel per square inch?
Do Har-Tru tennis courts sell a tennis membership
or does your active Tennis Association?
How To Create An
Emotional Connection
•
•
•
•
•
•
•
Understanding / Empathy
Listening
Tune Into Needs (Don’t focus conversation on Features & Benefits)
Honesty / Openness
Make them feel special by being actively interested
Shared Interests / Goals (Charity?)
Compassion
Great Brands
Start a Conversation
They don’t talk AT
their customers,
they talk WITH their customers
Great Brands
Start a Conversation
-How are you using social media?
-What’s your brand’s “voice”?
-Choose a “tone” and stick to it
-Stay away from slang!
-Be careful of all of your language
Great Brands
Stay Consistent
Sales
Trust
Expectation
Consistency
Places to
Stay Consistent
•
•
•
•
•
Size, color, placement of logos
Font use / typography
Ad layouts
Icons and imagery on social media
Email signatures of staff
•
•
•
•
•
Business cards and collateral
Television graphics
Powerpoints
Email blasts / newsletters
Mobile application icons and graphics
A poorly designed “free” ad will usually cost you
Danger of being
Inconsistent
Resigns
Eroded Trust
No Expectation
Lack of Consistency
Great Brands
Stay Consistent
EveryONE and EveryTHING Needs
to walk the walk & talk the talk
Great Brands
Stay Consistent
Great Brands
Constantly ENGAGE
Gamification
-Passport
-Member Referral Program
Surveys
-What events to add
-What menu items to add
-What entertainment to bring
!
!
!
Great Brands
Constantly ENGAGE
In the Right Way!
Great Brands
Tell Stories
• Humans are wired to relate to stories (emotional brain)
• Tip: Relate It To Your Target Audience
• Testimonials tell your story for you & are social proof.
Homework: Get a member testimonial and
feature it on your Facebook page.
Great Brands
Control Every Sensation
How Can You Address These Sensations
During Your Next Tour?
1. What Your Prospects See
4. What Your Prospects Taste
!
!
2. What Your Prospects Hear
5. What Your Prospects Feel
!
!
3. What Your Prospects Smell
6. What Emotional Response
do You Want Them to Have?
Great Brands
Innovate
What are you doing to improve the member experience?
Great Brands
Innovate
Exercise - Defining
Audience & Approach
Part 1, Internal Questions
1.
2.
3.
4.
5.
6.
7.
8.
Who is most likely to buy your product or service?
What problems do these people face that you can solve?
What are your secondary markets?
How will you do it better for them?
Who is your main competition (if any)?
What is your competition missing out on?
How much market share do you think you can grab?
What brands do you admire and why?
Exercise - Defining
Audience & Approach
Part 2, External Questions
1.
2.
3.
4.
5.
!
What 3 Adjectives or Feelings Do you want to Portray?
What do you want to be known for?
What makes you unique?
What advertising mediums do you plan to use?
What feeling or emotion do you want them to come away with?
Millenials Are
Your New Members
Is your club aging out, need to get younger?
• Find them where they hang out
•
got millenials?
•
•
•
•
Aged 19-36
Largest Generation
$1.68 Trillion Purchasing Power
Will be 75% of Workforce by 2025
get millenials?
Value System
•
•
•
Authenticity
Connectivity (Mobile)
Personalized Experiences
•
•
•
Value
Making a Difference
Discovery
Twitter
There’s Power in Search
TweetDeck
There’s Power in Search
•
•
•
Questions Being Asked
Follow Multiple
Keyword Phrases
Respond in Real-Time
TweetDeck
There’s Power in Search
•
“Looking for” & “Need”
are phrases to follow
!
•
Also follow hashtags for
reputation management
Facebook
There’s Power in Targeting
Facebook
There’s Power in Re-Targeting
On average
95-98%
of website visitors leave
without taking action
(no calls, forms, purchases, opt-ins)
Facebook
There’s Power in Re-Targeting
It’s a whole lot easier to sell to someone who
already knows you and has engaged with you.
Facebook
There’s Power in Re-Targeting
Facebook
There’s Power in Re-Targeting
• Only
Web Visitors
• Can Specify how
many days since visit
• Specify entire site or
single page on site
• Pay only for results!
Facebook
There’s Power in Re-Targeting
Facebook
There’s Power in Re-Targeting
1. Generate Custom Audience Pixel
2. Insert code snippet onto Website
3. Create Ad in Facebook
4. Set Daily or Lifetime Budget
5. Track Results
!
Facebook
There’s Power in Re-Targeting
Have a Prospect List
from guests, tournaments or
website opt-ins?
1. Import Excel or Copy / Paste
2. Create Ad in Facebook
3. Set Daily or Lifetime Budget
4. Track Results
Create a Tribe,
Not a Diatribe
Your Ad Should Sound
Like a Status Update
•Be conversational
•Be personal
•Ask a question
•Image w/o words
Thank You!
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