FIELD
TRIP
OF THE MONTH
Where: Cleveland, Ohio
Revealed:
Playhouse Square, The Barkley Pet Hotel & Spa, Blue Canyon Restaurant
A small group gathered with me for 2 days of
pool, health and wellness center, different size
look at everything we saw, heard and disintense discussion of marketing to the afflusuites, organized group play and private play
cussed. The entire two days including the
ent, and we boarded limousines - one with a
times, limousine transportation, grooming,
field trips was recorded, with uncertain plans
working fireplace* - for three field trips. First,
training and more. Howard is a highly skilled
for its future release. But what I can do here
we went to Playhouse Square, a complex of
promoter, originally a developer and manis summarize the unanimously agreed
authentically restored theaters, making up
ager of bands, and he is constantly creating
on "big thing", that everyone recognized
a thriving live theater district second only to
opportunities to publicize The Barkley - for
in common at all three exceptionally sueNew York's. Its size and magnificence was
example, on Thanksgiving this year, 185 pet
cessful businesses, and that everyone was
a surprise to all. In addition to the tour, we
guests received special Thanksgiving dinners
impressed - and to some extent, admittedly
met with Michelle Ryan Stewart, who directs
with fresh turkey with lams-brand dog food
intimidated by: the incredible, in-depth, con"donor development", and is responsible for
gravy, a mashed potato filled Kong toy, a turstant, relentless attention to detail. Everyone
raising tens of millions of dollars in increments
key shaped dog bone cookie - and each dog
in the group made extensive notes and comfrom $25,000.00 to $200,000.00 and up from
guest had his Thanksgiving Day photo taken,
mented on how amazed they were at how
individual patrons, as much or more from
then treated to tuck-in tummy rubs at bedtime,
"micro* the owners' thinking was about their
corporate and institutional sponsors. (Carla
(Part of one of the attendees', attorney Bill
customers' conscious, subconscious and
and I are members of the Donor Circle.) She
Hammond's report on his thoughts about The
emotional responses. In all three cases, for
described the constant search for new donors,
Barkley, from his newsletter for attorneys, is
example, language was chosen, crafted, and
the nurturing of donors for retention and referreprinted on the Page 5. And you can visit The
staff trained in its use, and insistence on its
rals, and the micro-management of thousands
Barkley at TheBarkleyPetHotel.com)
use strictly enforced. Each of these leaders is
of details in the planning of donor events, and
very thoughtful and strategic about what they
catering to different individuals' interests and
Finally, we had dinner at the outstanding updo. Ultimately, the message was: "little things
preferences. (PlayhouseSquare.com)
scale restaurant The Blue Canyon, preceded
are the big thing."
Next, we went to the Barkley Pet Hotel and
Spa, where our Million Dollar Dog stays on
occasion. This tour amazed and fascinated
by a presentation and Q/Asession with one of
its two owners, Val Voelker, and the marketing
director, Katie K. covering a wide range of
topics, from the crafting of precise language
everyor.inthegroupastheow.er.Howard
Perlmuter, spent slightly more than an hour
not only showing off the large, mansion-like
property's amenities but also explaining the
!!!!!!!!
*"» wftoes were rented from 0«wanf /«-
used by wait stoff, to pricing strategies, to
hinng, training, motivation and supervision.
(BlueCanyonRestaurant.com)
2£©5^^£f
/oca/ Cnapten 0ne of ^ Vegas.styie strelch
/Anos does feature a working fopi^e. Tne ijmos
were stocked with custom "No BS" logo cookies
thinking and psychology behind everything
Regrettably, there's simply no way in our
along with beverages. The drivers were perfectly
presented. The facility features an indoor pet
limited space here to give you even a good
professional.
BUILD
YOUR
VOCABULARY
Perkonomics (n)
(1): Requirement of the emerging New Economy; the addition of new perks and privileges to a brand's/business' regular
offerings, in an attempt to satisfy customers' need for added value in the form of status and/or convenience. Began with
different privileges/perks afforded different levels of frequent fliers with airlines, frequent guests with hotel chains.
(2): Special perks granting status in novel ways uniquely appealing to o business' key demographic/psychographic -
for example, Wal-Mart provides preferred parking places for Mothers Of Young Children; IKEA provides preferred parking
places to customers driving hybrids__this conveys to your customers a sense of shared values, interest on your part in
what interests them, and respect for their needs and concerns. (Source: Trendwatching.com)
4 ! January 2009
1
Reprint of Page from Bill Hammond's Report
"William Tells All"
Continued From Page 3
three field trips. The first was to the Theatre District in
Cleveland and the second was to a fancy restaurant
On To Cleveland
and the third was to a pet spa and hoteL
At all of these venues, we were given backstage,
I came back to Kansas City for a
behind-the-scenes access, and we were able to
week and a half... reintroduced myself" /TfW * ~"---------"~ r? r*"""" "1pick the brains of the
to the family... met with clients...
-tt
<^- Z»
,verv smart Pe°P|e who
and then, on October 23rd, flew to
°~
/_A
/ designed.and mn these
Cleveland to spend a couple of days \ .
, / I 3 I \ j____. /" or9anizatlonswith Dan Kennedy. This was a very-Arm I i it \\ | II I TTT F The most surPrisin9to me
small, invitation-only group (financial
!
.was the pet spa and hotel,
advisor Matt Zagula accompanied MM' '^ UTTTTTT"''TT
me). This was a gathering to discuss III j U
I
Marketing to the Affluent. While it's ffl\\M VntSUQinTTTt^
true that marketing to the affluent
not have a direct application to
Medicaid component of the elder
practice... it's also true that you
, T.'" tt r * ^
°f pho 0S' ^firstshowf
1 ^J^^J^HHL
Notice the little doggie life
may
the
law
can
jackets hanging on the
rails and the fancy rooms
in the back. All of these
rooms had flat-screen
often take ideas from
other
areas,
IJTVs playing the Animal
rework
Planet channel on an
them, and come up
with ways of looking
ongoing basis.
Also, look at the photo of
at the world that can
change
the
entire
way that you run your _ _^4 . ,„.—.i-va^rsatr^s,.
--------------------A
tu
u i!
l^Bri
iBJUk^ -3/ t}.F»»3.~f"~d
practice. The
bottom JB Mj
L~
.» «,„» ..*«„ „:>,~„ I^P
line is that, when given
,,<«»». 9W *» ift'= J^^tWm
,itfJHB3&ff
^
the opportunity to meet
with this very "select ^0H^@P% JS|!
group, I immediately
the kennels, in a different
•
j!
part of the operation.
« »
-rw
Again, flat-screen TVs
'
..
$fl? and luxury accommodations.
Personally,
my
dog,
Indiana,
will
*'H never lee the inSide °f a P.6t Spa and
T™Vf®%"^f^
h°te'' Sony" P°°0hl bUt U'S J'USt n0t
said'yes
and joined"
^IJ^fe^f fi£L
f"9 * T^ °" **. ^I ^
them
^^V^&?^kr^^^^^ v?**4
m a marketin9 perspective, this was
What an experience T^M!T#-> "&&! W fascinatin9- ' mean. if V°u lhink about
that was. Dan Kennedy '*§mjM&& * i-jaC™iE§Sa il' the entire
Sale is being made t0 pet
owners on an emotional level. You and
had set things up so that
we not only functioned M as
a
mastermind I
X
'
*«w
group... but we also did "^^^ " * ^^ '
'
"
Fee and Availability Notice
Consulting days and copy writing services by Mr. Hammond
are reserved, with rare exception, for Gold Plus Coaching and
Implementation members.
For Gold Plus members, the fee for a full day of personal
coaching is $9,500 per day in the Kansas City office. If Mr.
Hammond travels to your location for on-site coaching, the fee
is $11,500 per day, plus first class air fare.
Copy writing projects are quoted after a discussion of the
-
1' botn know that f^-screen TVs playing
j the animal channel will be of no interest
J to a color blind do9- But this is about
much more than that. You see, not only
does the pet owner feel like their animal is being well
treated here... but if they like, they can check in on
the Internet, from anywhere in the world, to see that
everything is okay with Fido.
There is actually a greater connection to what
we do than what you might see at first glance. That's
project involved. Referrals to other copy writers personally
selected by Mr. Hammond are made on an as-needed basis.
Continued on Page 6
(5)
www.themilliondollarlawyer.com
January 2009 H5