Creating a Dynamic Club Marketing Approach

Transcription

1 11/8/10 Creating a Dynamic Club Marketing Approach If you fail to plan; You plan to fail By Casey Conrad Understanding Multi-dimensional Marketing! You need to utilize a Parthenon approach to marketing.! The Parthenon approach to marketing accomplishes several things:! Spreads the marketing risk.! Creates a synergistic approach.! Increases overall TOMA (top of mind awareness) Identify Your Marketing Pillars! External Marketing! Internal Marketing! Guerrilla Marketing! Community Outreach! Corporate Outreach! Retention External Marketing! Newspaper ads and inserts! Radio! Television! Val-Pack coupons! Direct mailers 1

2 11/8/10 External Marketing! Web Leads! On-line guest pass! Tell-a-Friend! Informational opt-in s! Local SEO! Google adwords Internal Marketing! Point of sale referral program! Existing member referral program! In-house advertised specials! Short-term membership programs! Alumni mailers! Special events & party s! enews (by category of interest)! Lead boxes Guerrilla Marketing! Take-one displays! Business cards for employees! Joint marketing promotions! ebooks & etraffic drivers! Flyer distribution! Door hangars e-elements! With every single marketing activity you produce, you must ask yourself these questions:! How do I turn this into an Internet strategy?! How do I add a capture mechanism Community Outreach! Press releases on benefits of exercise! Fund raising programs! Philanthropic efforts! Press releases on club activities! Social networking Corporate Outreach! Group incentives! Pay-check stuffers! broadcasts! Health fair days! Business card drop 2

3 11/8/10 Retention! New member integration! Inactive member outreach! Usage activities/games! Member/community engagement! Birthday program Create the Plan! Detailed 12-month plan, minimum of 6 months ahead of time.! What are the campaigns.! What are the offers/incentives.! When does the ad copy need to be ready?! Communicating with sales team.! You want to go through each of the 5 areas of marketing and select promotions from each that will best suit your club.! There are a number of factors that you want to take into consideration. Let s look at them.! First, look at your budgetary constraints.! Exactly what is your monthly budget?! Take out any expenses that are already built-in and out of your control.! Contracts already in place! Postage for internal mailings! Second, look at your history of success.! What has worked for you in the past?! What was the promotion?! What was the medium?! Is it the type of promotion that can be used again?! If not, can it be altered rather than dismissed?! Third, look at the penetration of the medium.! Is it a medium that will give you the numbers needed to get a high response?! If not, is it a high enough quality promotion that it will suffice when combined with other marketing efforts? 3

4 11/8/10! Fourth, look to variety.! Do you have a variety of mediums so you are maximizing exposure?! Are you utilizing different offers and incentives to keep consumers interested?! Are you balancing variety with consistent messages and images in an effort to brand your product?! Fifth, look to something new & creative.! When was the last time you did something that was different?! Involve members and employees in the process of finding new ways to market. Grid Out Marketing Plan with Specific Themes & Offers! Using a grid, place each of the different promotions you chose in an appropriate month.! Make sure you are choosing at least one concept from each type of marketing. Create A Calendar of Deadlines & Copy Needs! Don t wait till the last minute to get your marketing pieces together. Invariably errors will result.! Find out exactly when the copy is due and give yourself a minimum of 2 weeks lead time. Have others proof the work before submitting! You want others to look at the piece for a number of factors.! Typos!! Content of piece! Level of urgency created?! Confusion?! Quality of offer? Marketing Binder! Grid at front of binder.! 12-tabs representing each month.! Plastic inserts to hold every ad, campaign or marketing effort. 4

5 11/8/10 Track Sources & Calculate LAC & CAC! Without knowing both your LAC and your CAC you cannot make an intelligent marketing decision.! Overall average LAC & CAC! Average by pillar.! Specific LAC & CAC for EACH effort Annual Evaluation & Update! Core items continued.! Vertically expand what is working.! Remove unprofitable efforts.! New items to try. Resources Thank You! 5

6 Pillar: External Internal Guerrilla Community Corporate E-Marketing Month/Date: Specify the marketing effort: Where was it done/located? What were the dates it was done/ran? What was the distribution, if applicable? (How many people received this or were we exposed to? Educated guess if necessary.) How much did this marketing effort cost us in actual hard dollars? $ How many total responses did we get from this effort? (Calls, walk-ins, web inquiries, etc.) "# Phone calls: "# Walk-in s: "# Web Inquiries: "# Other: (specify ) "# Other: (specify ) "# Total: The lead acquisition cost from this effort was: $ (Take the total dollars spent and divide by total responses.) How many memberships did we sell from this effort? The customer acquisition cost from this effort was: $ (Take the total dollars spend and divide by total memberships sold.) What insights or observations did I learn from this effort that I should take into consideration if I did this or a similar promotion again in the future? Please include a sample of this marketing piece in a vinyl sheet on next page! Marketing Tracker Sheet! Communication Consultants, WBS, Inc. 2007

7 12 MONTH MARKETING PLAN EXTERNAL INTERNAL GUERILLA COMMUNITY CORPORATE JANUARY FEBRUARY MARCH

8 12 MONTH MARKETING PLAN EXTERNAL INTERNAL GUERILLA COMMUNITY CORPORATE APRIL MAY JUNE

9 12 MONTH MARKETING PLAN EXTERNAL INTERNAL GUERILLA COMMUNITY CORPORATE JULY AUGUST SEPTEMBER

10 12 MONTH MARKETING PLAN EXTERNAL INTERNAL GUERILLA COMMUNITY CORPORATE OCTOBER NOVEMBER DECEMBER