Big Shifts, Trends and Themes in Private Club Marketing 2016
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The document discusses 5 major shifts taking place in private club marketing. It notes that attention is now the most important variable due to decreased organic reach on social media. Content should focus on delivering value to specific audience personas rather than interruptive messages. Branding and direct response are converging, so clubs can build awareness and then directly ask prospects to take action. Finally, marketing needs to follow prospects through a lifecycle from unaware to member by nurturing them with personalized, automated communications at each stage of consideration. The presentation provides examples and strategies for clubs to take advantage of these shifts.
Big Shifts, Trends and Themes in Private Club Marketing 2016
- 1. Big Shifts, Trends and Themes in Private Club Marketing PRESENTATION The Golden State Chapter - Sacramento PREPARED FOR 04.05.2016 DATE
- 2. • 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
- 3. • 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
- 4. / AGENDA TODAY’S PROMISE: DISCUSS 5 FUNDAMENTAL MARKETING SHIFTS TAKING PLACE RIGHT NOW (AND HOW PRIVATE CLUBS CAN TAKE ADVANTAGE)
- 5. TOPICS • Attention • Reach • Message + Content • Branding + Direct Response • Lifecycle Marketing • Q+A / AGENDA
- 6. / ATTENTION Attention BIG SHIFT #1: It’s the fundamental thing that we are all competing for
- 7. Millions of ways to get it… / ATTENTION
- 8. 10 YEARS AGO NOTHING THAT MATTERS IN ATTENTION TODAY EXISTED / ATTENTION
- 9. “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
- 10. 1. Use Digital Marketing to Attract Attention • Storytelling • Content Amplification 2. Use Traditional Marketing to Help Nurture Interest • Engagement • Education / ATTENTION
- 11. / REACH Organic Reach is Plummeting BIG SHIFT #2: Don’t Bother Following us on Facebook Anymore
- 12. Facebook Organic Reach / REACH
- 13. • 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
- 14. BIGGEST OPPORTUNITY: SOCIAL MEDIA DARK POSTS / REACH
- 15. / REACH Social Marketing: Dark Post Campaigns Target Audience Newsfeed: Post Appears Public Facebook Page: Post is Dark
- 16. / MESSAGE Message BIG SHIFT #3: Marketing with a magnet, not a sledgehammer
- 17. 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)
- 18. 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
- 19. • 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
- 20. 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
- 21. / MESSAGE Come Up With 3 Content Ideas That Add Value To Your Membership Prospects Challenge
- 22. / BRANDING + DIRECT RESPONSE Branding + Direct Response BIG SHIFT #4: Two Ends of the Marketing Spectrum are Converging
- 23. / BRANDING + DIRECT RESPONSE 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:
- 24. Two Schools of Marketing / BRANDING + DIRECT RESPONSE
- 25. / LIFECYCLE MARKETING Lifecycle Marketing BIG SHIFT #5: Hold On ‘Til That Journey Ends
- 26. / LIFECYCLE MARKETING Realizing that people go through stages as they interact with your club, and that each stage requires different marketing and sales actions Lifecycle Marketing
- 27. The Modern Membership Marketing Lifecycle / LIFECYCLE MARKETING Brand Marketing Direct Response Marketing
- 28. 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
- 29. Platforms: Traffic Sources / LIFECYCLE MARKETING / ATTRACT Social Marketing: Content + Storytelling Search Marketing: Visibility + Retargeting Awareness New Audiences Discovery Have a problem, need a solution Decision Know your brand DIGITAL MARKETING STRATEGYBUYER FUNNEL
- 30. Define Ideal Audience: Marketing Avatars / LIFECYCLE MARKETING / ATTRACT DEMOGRAPHICS Location, Age, Gender, Family Makeup, Marital Status PSYCHOGRAPHICS Lifestyles, Personality, Interests, Values, Beliefs, Wants, Needs, Fears SOCIOECONOMICS Income, Net Worth, Home Value, Occupation, Seniority, Education Level, School BEHAVIORS Shopping, Dining, Online Activity, Travel, Subscriptions, Connections, Affiliations AVATARS
- 31. 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 / LIFECYCLE MARKETING / ATTRACT
- 32. / LIFECYCLE MARKETING / ATTRACT Come Up With a Prospective Member Avatar Challenge
- 33. 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 / LIFECYCLE MARKETING / ATTRACT
- 34. 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 / LIFECYCLE MARKETING / ATTRACT
- 35. TRADITIONAL MARKETING MODERN MARKETING PRODUCT EMOTION PRICE EVALUATION PLACE EXPERIENCE PROMOTION EVANGELISM / LIFECYCLE MARKETING / ATTRACT Storytelling Concepts: Modern Marketing Mix
- 36. Emotion / LIFECYCLE MARKETING / ATTRACT
- 37. • 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
- 38. Evaluation / LIFECYCLE MARKETING / ATTRACT
- 39. • January – March 2016, sold 30 memberships • Lookalike targeting + lead generation focus • 100% attributed to social marketing lead generation / DOVE CANYON COUNTRY CLUB / MEMBERSHIP OUTCOME
- 40. / LIFECYCLE MARKETING / ATTRACT Experience
- 41. / LIFECYCLE MARKETING / ATTRACT Experience
- 42. • 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
- 43. Evangelism / LIFECYCLE MARKETING / ATTRACT
- 44. • 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
- 45. / MARKETING ENVIRONMENT Stage 2: Convert 1. Call to Action • Lead Magnet: Value in Advance 2. Capture • Landing Page
- 46. Landing Pages / ATTRACT / LEADS
- 47. Begin Building a Relationship • Engage • Segment (Listen and Learn) • Educate • Qualify / LIFECYCLE MARKETING / NURTURE
- 48. / LIFECYCLE MARKETING / NURTURE Sales Touch Points: Journey Map
- 49. 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) / LIFECYCLE MARKETING / NURTURE
- 50. / LIFECYCLE MARKETING / NURTURE Personalized Plain Text Nurturing Email Branded HTML Awareness Email Nurturing Postcard
- 51. / LIFECYCLE MARKETING / NURTURE CRM Marketing Automation Pipeline Management: Sales Enablement Technology
- 52. / LIFECYCLE MARKETING / CLOSE + DELIGHT Closing Becomes the Opening • Offer • Motivate • Close • Deliver Wow • Referrals
- 53. / 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 Lifecyle Marketing process
- 54. / 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
- 55. Q+A