brand ambassador program - calistoga...
TRANSCRIPT
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Brand Ambassador Program
“Delivering The Promise”
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Calistoga Chamber of Commerce Welcomes You to the first
Brand Ambassador Program!
Housekeeping:
• Refreshments
• Restrooms
• Cell Phones (please place them on silent)
• Presentation is available on Chamber website
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Thank you to the following contributors:
Food Donations 1226 Washington
Bella Bakery Cal Mart
Calistoga Inn Checkers
D’Amici Ristorante Yo El Rey
Prizes Baths at Roman Spa
Beau Wine Tours Bosko’s Trattoria
Calistoga Spa Calistoga Shuttle Calistoga Geyser
Castello di Amorosa Mount View Hotel Petrified Forest
Sterling Vineyards
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Chris Canning- Chamber of Commerce
Chris Canning has been the Executive Director of the Calistoga Chamber of
Commerce and Visitor Bureau for nearly 5 years. Prior to this, Canning spent 16 years with Nestle Waters on
domestic and international assignments specializing in sales,
marketing, operations and transition management. Chris has also served as
the Mayor of Calistoga since 2012.
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Chamber Support Staffing Name Responsibilities
Chris Canning Executive Director
Carolyn Hernandez PR & Marketing Manager
Carolyn Denero Events & Membership Coordinator
Elizabeth Stokkebye Visitor Center Coordinator
David Foster Visitor Center
Ivan Espinoza Laurel Oetker-Kast
Visitor Center Intern – Destination Marketing
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THANK YOU VOLUNTEERS!
• B.J. Hopgood
• Joan Brady
• Bobbie Hollinsworth
• Maureen Taylor
• Dennis Cuniberti
• Rita Gatens
• Doug Herrmann
• Sandy Dickinson
• Ellie Leake
• Shirley Bloomquist
• Flo Robinson
• Joann Maher
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Who are Calistoga’s Brand Ambassadors?
You are! You are the spokespeople for our businesses and the Calistoga
Brand!
• Today we hope to educate, inspire and motivate you to strengthen your guest service relationships.
• In order for Calistoga to become the premiere destination in the Napa Valley we need to deliver intimate hospitality and unique, personalized experiences to each and every guest.
• We need to foster a unified and cooperative approach to continue to build and communicate Calistoga’s reputation and its unique characteristics and attributes.
• We need every visitor serving business to support this mission. • By participating in this program you will increase guest satisfaction
thereby increasing traffic and sales. We will then make every guest a Calistoga Brand Ambassador.
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All for one, one for all
We need to foster a unified and cooperative approach to continue to build and communicate Calistoga’s reputation and its unique characteristics and attributes.
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Increased Competition In order for Calistoga to become the premiere
destination in the Napa Valley we need to deliver intimate hospitality and unique, personalized
experiences to each and every guest.
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90% of Consumers Say: Online Reviews Impact Buying Decisions
Sites like Yelp, TripAdvisor, and other online listing sites impact consumer buying decisions. 90% of consumers who recalled reading online reviews claimed that positive reviews influenced their decision to buy. 86% said that negative reviews had also influenced buying decisions. Bottom Line: consumers want to know they can trust businesses to provide a positive experience before deciding to make a purchase, sign up for a service, or even visit your place of business.
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Word of Mouth Marketing
“She clearly doesn’t enjoy her job.”
“Exceptional customer
service.”
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“No warm welcome.”
“Not friendly at all and their service was bad.”
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“Service was very attentive.”
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April 9, 2014
Brand Ambassador Review
Brand Ambassador
Program
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A big thank you to our marketing
committee members and our supporting
partners!
Supporting Partners: Larry Arnoff Bill Braddock
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Julie Amos - AugustineIdeas Julie is a proven agency leader with
16 years of expertise managing organizational change, expanding client relationships, developing
creative, and developing brands. A critical, creative and intuitive thinker, who is energetic and collaborative by nature, her
enthusiasm for pushing the creative edge has built long-term loyalty with
clients.
Calistoga has become a fan!
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What We Did: Extensive Discovery
Group Discovery Sessions
One-on-One Interviews
Community Survey
Several Onsite Visits and Tours
Industry & Competitive Research
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Calistoga’s Amenities
1. What we offer: An intimate hospitality. Personal touch. This is a place where people welcome me,
take care of me. 2. Wine 3. Food
4. Geo-thermal Water 5. Hiking, Biking, Walking
6. Emerging Art Scene 7. Small Town Feel
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Brand Platform: Intimate Hospitality Defined
Intimate: A close personal connection or experience. A warm
friendship or personally close feeling.
Hospitality: The friendly reception and treatment of guests or strangers. The quality of receiving them in a warm and genuine way.
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Our Brand Promise
We promise you an experience that is personal, warm and friendly. Where you are offered diverse activities as unique as your own
personality. Our mission—enliven, anticipate, share, connect, play. This is your journey, we are the guide. The goal? Offer the
unexpected, seek to understand and build relationships so each guest can find what they’ve been looking for in THEIR Napa Valley.
Calistoga—Make Napa Valley Yours
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Visual & Color Inspiration: Unique Calistoga Environment
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Brand Platform: Brand Values
Intimate
Whimsical Down-to-Earth
Welcoming Genuine Lively
Eclectic Diverse
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Genuine Friendly Warm Fun
Energetic Conversational
Brand Platform: Brand Voice
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Marketing – Digital and Print
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Billboard
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Welcome to Calistoga
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Break Time
Be back in 10 minutes….prizes to come!!!
Stretch your legs
Get a cookie
Say “hi” to your neighbor
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Elizabeth Slater- In Short Direct Marketing
Elizabeth “E” Slater is an accomplished trainer, motivational speaker, marketer and writer. Founder of In Short Direct Marketing, co-founder of the Wine Industry Network, sought after public speaker and seminar leader, she offers trainings and personalized marketing solutions to direct-to-consumer sales and customer service throughout North America. She has a unique and cheerful approach to the most pressing challenges of retail businesses.
E loves her work!
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Lights, Camera, Action!!!
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Customer Centric vs. Product Centric
Creating A Customer-Centric
Business
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A New Approach
Create a customer-centric approach
to visitors and customers through
your bricks & mortar business,
website, emails, social media,
advertising, events, etc.
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Customer-centric vs. Product-centric
• Most businesses tend to be product-
centric
• Make the switch to customer
centricity
• Create a balance between
discovering the needs of the
customers and presenting
products
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Changing to a customer-centric
model has its challenges
Choose the right technology
Every person needs to be onboard
Remember that change doesn’t come easily
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So where do you start?
Create a written baseline of
customer service procedures. The
minimum requirements for customer
service in your company
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Know Your Customers
Understand your customers:
Wants • Needs
Desires • Behavior
Define what kind of customer information
you need and want
Consider the demographics and
psychographics
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Know your customers
Follow up after customers have visited,
to get more information
Send visitors a survey or a couple of
questions via email
Or, if appropriate, a handwritten note
to thank them for visiting or purchasing
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Customer Relationship Management CRM should be a company wide strategy that increases
profitability and reduces costs by solidifying customer
loyalty
Evolution of CRM CRM has evolved from being software into a customer-
centric philosophy that should be practiced by the entire
organization
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Lifetime value
Understand your customers’ lifetime value
Manage customers according to their value
One size customer service does not fit all
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Manage your customers
to create:
Greater loyalty
Long term purchasing
A life long relationship
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SELL, SELL, SELL
Sell the Product Sell the Town – CALISTOGA Sell the Area – Napa Valley Sell the Story
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Reviews
Read them Respond to them Social Monitoring Services Take the conversation off line
“Service: Blew my mind both times!”
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Conflict Resolution – Don’t take it personally!
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24/7 Availability and Pricing information For lodging
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New Visitor Guides & Maps April 2014
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Brand Ambassador
Collateral
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HJT
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Weekly Chamber Message
Use this weekly email to be informed of events and activities. Good to print out for staff.
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Brand Ambassador
Collateral
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What is Calistoga’s History?
Anglo settlers began arriving in the late 1840’s. Samuel Brannan, California’s first millionaire, was fascinated by Calistoga’s Hot Springs “healing powers”
and purchased 2,000 acres with the intention of building a Spa reminiscent of Saratoga Springs in New York.
Samuel Brannan intended to say, “I’ll make this place the Saratoga of California,” but after enjoying some Calistoga wine, he mistakenly
said, “The Calistoga of Sarafornia.”
In 1868, the Napa Valley Railroad Company completed tracks to Calistoga, making it an easier travel option for ferry travelers from San Francisco. Calistoga has been a famous and popular destination for relaxation ever
since.
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Calistoga Frequently Asked Questions
• Is there a shuttle in Calistoga?
• Where can I go into a natural hot spring?
• What is the difference between a mud and mineral bath?
• When a guest is “wined” out suggest some of these options.
• What is the Calistoga Geyser?
• What is Petrified Forest? • Where is the
tram/gondola? • Where is the Napa
Valley Castle? • Where is the famous
Chateau?
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Is there a shuttle in Calistoga? Calistoga Shuttle is a free shuttle service for Calistoga lodging guests (passes available at hotel reception desks) and a $1/ride service for non-lodging guests. The Calistoga Shuttle is an on demand service and can take you anywhere from Bennett Lane Winery to Bothe State Park (707) 963-4229. See Shuttle Map at Calistoga Visitor Center for specific service area.
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Where can I go into a natural hot spring?
Calistoga’s natural hot springs are capped and drawn into various Calistoga spas. There are several spas who offer hot spring baths
and pools. A few that offer day passes. As a result of the extreme temperature of the water there is no public access to
the free flowing geothermal springs.
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What is the difference between a mud bath and mineral bath?
A mineral bath contains organic geothermal water, with no added chemicals or minerals.
A mud bath is a mineral bath, with volcanic ash and peat added to the
water.
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What recreational options does Calistoga have?
Hiking, Ballooning, Mountain Biking, Road Biking or just cruise around!
Park, Stay and Play!
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When a guest is all “wined” out, recommend that they:
Visit Old Faithful Geyser, Petrified Forest, Safari West, rent bikes from Calistoga Bikeshop, browse through Calistoga art galleries and shops, Sharpsteen Museum (free admission),
visit a spa, or go to visitcalistoga.com for more ideas.
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What is the Calistoga Geyser?
The Calistoga Geyser is one of three geysers in the world with the name of “Old Faithful” because it erupts regularly!
(They also have “fainting goats”)
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What is Petrified Forest?
Experience Redwood Trees that were
turned to stone 3.4 million years ago by
volcanic activity.
Petrified Forest is located at 4100 Petrified Forest Road in Calistoga, 15 minutes from downtown Calistoga.
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Where is the tram/gondola?
Sterling Vineyards
at 1111 Dunaweal Lane in Calistoga.
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Where is the Napa Valley Castle?
The Napa Valley Castle is located at Castello di Amorosa, 4045 St. Helena Hwy. North, just South of Calistoga.
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What is Chateau Montelena?
Chateau Montelena helped put California wines on the global map by winning the “Judgment of Paris” wine
competition in 1976. Montelena’s 1973 Chardonnay beat out four famous French Burgundies.
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What is there to do at night in Calistoga?
Calistoga has many restaurants and bars which are open late on the weekends. Many offer live music. Calistoga also hosts music in the park on Thursdays
during the summer and various events throughout the year. Please go to visitcalistoga.com for more
information.
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Upcoming Events
Visitor Friendly Events: Arts in April –April Concerts in the Park every Thursday through Aug 28 Movies in the Park: June 21 & July 19 Napa County Fair – July 4th Flavor! Napa Valley- November Napa Valley Film Festival-November Lighted Tractor Parade -1st Saturday is the Winter in the Wineries Dec – 1st week in February –January – Restaurant Month
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Help! I don’t know the answer!
We are located at 1133 Washington Street (Between Brannan’s and the Fire Station)
9:00 AM-5:00 PM 7 days a week (November-May) 9:00 AM-5:00 PM Sunday-Thursday and
9:00 AM-6:00PM Friday and Saturday (June-October) (707) 942-6333
Visit our website: visitcalistoga.com
Send them to the Calistoga Visitor Center!
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“Courteous treatment will make a guest a walking
advertisement.”
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Time for Q&A Raffle & Prizes!
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Color Squares?
POOL PASS TO MOUNT VIEW
HOTEL
POOL PASS TO CALISTOGA SPA HOT SPRINGS
RESORT
FAMILY PASS TO PETRIFIED
FOREST
FAMILY PASS TO THE GEYSER
SEE LAUREL AFTER THE PROGRAM TO CLAIM YOUR PRIZE
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Thank You for attending today!