big shifts, trends and themes in private club marketing 2016

Big Shifts, Trends and Themes in Private Club MarketingPRESENTATION

The Golden State Chapter - SacramentoPREPARED FOR

04.05.2016DATE

• We are a digital-first agency that helps lifestyle and leisure brands tell their stories to the right audience to enhance brand and drive actual business results

• Founded in 2008 by golf industry executives through this single observation:

/ PIPELINE

leisure and lifestyle brands weren’t using the same kind of advanced technologies and techniques that were optimizing sales and marketing in practically every other setting

• Implemented marketing services and/or software at 900+ clients primarily consisting of private clubs, golf courses, real estate communities, special event venues

• Team represents 100+ years of collective marketing expertise on behalf of lifestyle and leisure places

• Services

• Targeted Awareness + Lead Generation: Digital Marketing

• Sales Enablement: CRM + Marketing Automation

• Campaign Collaterals: Creative + Design Studio

• Marketing + Sales Optimization: Strategy

/ PIPELINE

/ AGENDA

TODAY’S PROMISE:

DISCUSS 5 FUNDAMENTAL MARKETING SHIFTS TAKING PLACE RIGHT NOW

(AND HOW PRIVATE CLUBS CAN TAKE ADVANTAGE)

TOPICS

• Attention

• Reach

• Message + Content

• Branding + Direct Response

• Lifecycle Marketing

• Q+A

/ AGENDA

/ ATTENTION

AttentionBIG SHIFT #1:

It’s the fundamental thing that we are all

competing for

Millions of ways to get it…

/ ATTENTION

10 YEARS AGO NOTHING THAT MATTERS IN ATTENTION TODAY

EXISTED

/ ATTENTION

“BUT MY MEMBERS AREN’T ON SOCIAL MEDIA…”

• “Youth-ification” Phenomenon

• Age 42 Today = Age 29 Just 10 Years Ago

• Facebook: ‘Grandma Effect’

• Instagram: 42-49 Year Old Female Selfies

• LinkedIn: 41% of US Millionaires

• Every Platform Starts With Kids

/ ATTENTION

1. Use Digital Marketing to Attract Attention

• Storytelling

• Content Amplification

2. Use Traditional Marketing to Help Nurture Interest

• Engagement

• Education

/ ATTENTION

/ REACH

Organic Reach is PlummetingBIG SHIFT #2:

Don’t Bother Following us on Facebook

Anymore

Facebook Organic Reach

/ REACH

• It no longer matters if you have 1 follower or 1 million followers – social media platforms have subsidized down their organic reach

• If you post content on your company page, or boost it, is a waste of time

• What matters most is that you understand who your customer is, and you have the skills to identify which people, cohort, or segment you want to reach

/ REACH

BIGGEST OPPORTUNITY: SOCIAL MEDIA DARK POSTS

/ REACH

/ REACH

Social Marketing: Dark Post Campaigns

Target Audience Newsfeed: Post Appears Public Facebook Page: Post is Dark

/ MESSAGE

MessageBIG SHIFT #3:

Marketing with a magnet, not a

sledgehammer

Reaching the Modern Buyer

/ MESSAGE

Consumers buy differently than they did 5–10 years ago

PRE-INTERNET

• Media: Something People Watch

• Buyer: Relatively Uninformed

• Buyer Journey: Linear

• Marketing: Interruptive

(cold calls + advertising)

TODAY

• Media: Something People Do

• Buyer: Well Informed

• Buyer Journey: Fluid

• Marketing: Native + Targeted

(content + context)

Outbound vs Inbound Messaging

/ MESSAGE

OUTBOUND

Unsolicited content delivered via

cold call, print ad, or purchased

list, that communicates only what

is in best interest of the company

INBOUND

Online content that delivers value

to a targeted audience and pulls

them in to want to learn more

about the company

DELIVER VALUE IN ADVANCE

• Serve a Community

• Deliver Value

• Focus on Benefits & Outcomes

• Be Authentic

/ MESSAGE

Every Business Is a Media Company

Try to Put the Magazine that Your Ideal Customer Is Reading Out of Business

Value: Inform, Educate, Inspire or Entertain

• Community Information

• Real Estate Information

• Price Guides

• How To

• Virtual Tours

• Calculators

• Dept. Head Contributions

/ MESSAGE

• Trends

• Testimonials

• Behind the Scenes

• Efficiency

• Recipes

• Contests

• Surveys

/ MESSAGE

Come Up With 3 Content Ideas That Add Value To Your Membership Prospects

Challenge

/ BRANDING + DIRECT RESPONSE

Branding + Direct ResponseBIG SHIFT #4:

Two Ends of the Marketing Spectrum are

Converging


1. Get Our Name Out There (Branding)

2. Get More Leads (Direct Response)

3. Get More Qualified Leads (Nurturing)

Top 3 Things We Hear Clubs Want:

Two Schools of Marketing


/ LIFECYCLE MARKETING

Lifecycle MarketingBIG SHIFT #5:

Hold On ‘Til That Journey Ends


Realizing that people go through stages as they interact with your club, and that each stage requires different marketing and sales actions

Lifecycle Marketing

The Modern Membership Marketing Lifecycle


Brand Marketing Direct Response Marketing

Stage 1: Attract

1. Platforms: Where Are They?

• Then: Traditional (Referrals, E-blasts, Direct Mail, Mass Media)

• Now: Digital (Social + Search)

2. Audience + Targeting: Who Would You Like to Reach?

• Then: Broad / Based on Existing Members

• Now: Focused / Based on Ideal Members

3. Messaging: How Will You Get Their Attention?

• Then: Advertising

• Now: Content + Value

/ LIFECYCLE MARKETING / ATTRACT

Platforms: Traffic Sources


Social Marketing: Content + Storytelling

Search Marketing: Visibility + Retargeting

AwarenessNew Audiences

DiscoveryHave a problem, need

a solution

DecisionKnow your brand

DIGITAL MARKETING STRATEGYBUYER FUNNEL

Define Ideal Audience: Marketing Avatars


DEMOGRAPHICSLocation, Age, Gender,

Family Makeup, Marital Status

PSYCHOGRAPHICSLifestyles, Personality,

Interests, Values, Beliefs, Wants, Needs, Fears

SOCIOECONOMICSIncome, Net Worth, Home Value,

Occupation, Seniority, Education Level, School

BEHAVIORSShopping, Dining, Online Activity,

Travel, Subscriptions, Connections, Affiliations

AVATARS

Develop an avatar for every distinct category of membership

Your Ideal Member

54 YEARS OLD

MARRIED + 2 KIDS

TECHNOLOGY

SALES

$150K YR

FAMILY

FRIENDS

TENNIS



Come Up With a Prospective Member AvatarChallenge

Targeting: Main Layers

Location: Where people live, work, or even where they’ve visited recently

Demographics / Socioeconomics: Age, HH income, net worth, real estate, life events, family, profession, seniority, education, etc.

Interests: Sports, shopping, news, travel, lifestyle, etc.

Behaviors: Online search keywords, browsing history, consumer credit card purchases and people looking to buy something big such as a car or house

Connections: Reach people who like Pages – and their friends, too


Targeting: Advanced Layers

Custom Audiences: Reach people on your existing contact list, or people who visit your website or landing page regardless of whether they convert

Lookalike Audiences: Find more people who share traits – like location, age, interests – with your existing members or customers

Other:

• Weather (current or forecast)

• People currently near your location

• Time of day/day of week


TRADITIONAL MARKETING

MODERN MARKETING

PRODUCT EMOTION

PRICE EVALUATION

PLACE EXPERIENCE

PROMOTION EVANGELISM


Storytelling Concepts: Modern Marketing Mix

Emotion


• In 18 months, increased catering revenues by over 6x

• In 30 months, increased on the books revenues by 10x

• Average price per event increased by over 2x

/ THE RIVIERA COUNTRY CLUB / CATERING OUTCOME

Evaluation


• January – March 2016, sold 30 memberships

• Lookalike targeting + lead generation focus

• 100% attributed to social marketing lead generation

/ DOVE CANYON COUNTRY CLUB / MEMBERSHIP OUTCOME


Experience


Experience

https://www.youtube.com/watch?v=ycCCXu2epa8

https://www.youtube.com/watch?v=ycCCXu2epa8

• March 2014-15, generated over 1,200 targeted leads

• Converted 73 into new membership sales (67 Full Equity)

• Since March 2015 converted over 35 additional members

• Equity membership pricing increased nearly 4x

• No product until mid-2017 and a wait list to join

/ ROLLING HILLS COUNTRY CLUB / MEMBERSHIP OUTCOME

Evangelism


• In 12 months, branding campaign (no “ask”) generated over 350 leads

• Membership sales increased nearly 3x over prior year – momentum continues to build

• 70% of all membership conversions attributed to social campaign

/ THE LOXAHATCHEE CLUB / MEMBERSHIP OUTCOME

/ MARKETING ENVIRONMENT

Stage 2: Convert

1. Call to Action

• Lead Magnet: Value in Advance

2. Capture

• Landing Page

Landing Pages

/ ATTRACT / LEADS

Begin Building a Relationship

• Engage

• Segment (Listen and Learn)

• Educate

• Qualify

/ LIFECYCLE MARKETING / NURTURE


Sales Touch Points: Journey Map

The Fortune is in the Follow-Up

• Create a series of touch points and contingencies

• Each touch point is reverse-engineered from the desired outcome

• Needs to engage and create a next step

• Segments interest based on interactions

• One-to-one and personalized (email, direct mail, phone, in-person)



Personalized Plain Text Nurturing EmailBranded HTML Awareness Email

Nurturing Postcard


CRM

Marketing Automation

Pipeline Management: Sales Enablement Technology

/ LIFECYCLE MARKETING / CLOSE + DELIGHT

Closing Becomes the Opening

• Offer

• Motivate

• Close

• Deliver Wow

• Referrals

/ TAKEAWAYS

Marketing Shifts:

1. Attention is the absolute variable to successful marketing because it’s harder to get

2. Organic reach is rapidly shrinking – dark posts

3. Content should offer value first (pull vs. push) to a very specific avatar

4. Once you have built up enough deposits (branding) you can ask for something (direct response)

5. Leads aren’t ready to buy – they must be nurtured through a LifecyleMarketing process

/ TAKEAWAYS

Challenges:

1. Understand where your ideal member is (unaware, discovery, aware)

2. Define specific avatars for each distinct category of ideal member

3. Design content focused on creating value for each avatar

4. Target / retarget that interest through targeted dark posts

5. Reverse engineer each touch point in the process it takes to become a member and identify opportunities to automate and build contingencies