Shaping - The Future of Golf If you LOVE the Game of GOLF – What NEW Changes have you planned for 2012? If you LOVE the Game of GOLF – What are You Doing NOW to ATTRACK NEW PLAYERS?If you LOVE the Game of GOLF – If You Died Tomorrow, What Would YOUR Legacy Be?If you LOVE the Game of GOLF – Describe Your NEW Evolvement with your Association(s) – NGCOA, USGA, PGA, GCSAA & CMAA Moving forward, WE ALL will have to decide am “I” going to be a PLAYER or a spectator? I believe the folks at the Grass Roots Level should be The Driving Force in Leadership-Direction, therefore get some NEW skills, and get in the GAME!
1st Please set your cell phone to SILENT – VIBRATE2nd Please DO-NOT take notes they will be available from Donna or the good folks at FORE! Reservations3rd This presentation is a little like Grandma's soup there’s a lot of stuff in it, but I’m NOT always sure what it is? Today’s RecipeBuilding your BRANDDeveloping OUTSTANDING LEADERSCreating WORLD CLASS COMMUNICATIONSMarketing & Growing the GameIMPROVING our Relationships with Customers, Employees & CommunityInfusingEntertainment & Education into the Golf Culture! As we crash through this presentation I hope you will AGREE, there is a VOID in Leadership, an unprecedented sense of URGENENCEY for NEW assorted styles of LEADERSHIP Skills, across the board in the game golf.
COOK Company Philosophy— Steve FergusonCook Company philosophy emphasizes the beliefs and attitudes which encourage individual contribution toward the success of the group. To be successful, we must always …Produce quality products in a timely mannerMaintain a close relationship with customers to better serve themGrow through innovation while being aware of what we make and whom we serveRemunerate by sharing the profits of success in a manner that respects the individual in relation to the groupUse profit as a standard for measuring excellenceTake pride in the company and its achievements
COOK Group— Steve FergusonWhat are values? Values are rules.Morals are values for judging others.Ethics are value standards for behavior. Values are learned and are a part of our lives. Is it notit interesting that we often ask:What are your values?Do you have a sense of value?Is it a question of values?Is the information of value?What is the value?Values for LivingCreate, compete, and achieve.Be proud of who you are and what you do.Have a love for life.Take care of yourself and your family.
Cook Leadership Philosophy — Steve FergusonLeaders must…Prepares for any event, reacts when the event takes place and analyzes what happened. Ready, fire, aim! The leader reacts, but not always to plan and sometimes before all facts are known, and when time permits, analyzes the event, what happened and what was done. History becomes the future plan.Admits mistakes, corrects them, benefits from the experience, and forgets themA leader …Has the responsibility for the work of others and the accomplishment of projects.Leads people and manages things. The leader’s actions determine the attitudes and beliefs of associates. The leader is a guide who demonstrates how to achieve but does not dominate the course of achievement.
Leaders must… — Steve FergusonReflect the values of the CEO and companyLead, instruct, and coordinateAlways check the progress of subordinatesMake decisions quickly and decisivelyPromptly communicate verbally (An e-mail or fax is never as good as a verbal communication)Create and move ideas promptly into action Never be vindictiveUnderstand value expectations and behave ethically at all times (Ethical standards are the most important charge to every executiveUnderstand that COOK is not a democracy
Everyone has a starting point for almost anything they do,and this illustrates my building process, and begins with… Dreaming – This has been my personal key starting point for almost everything I do – much like visualizing a golf shot…BEFORE – DURING and AFTER the shot. For me…almost every dream I’ve HAD… has come TRUE… or even better. NEXT WE MOVE TO -Casting your Vision to your staff and anyone responsible for carrying out your vision! No matter how this communication gets done! It’s about putting everyone on the same page. NEXT –Story Telling – should describe the features, benefits, experiences, or the value that will be receive… also it’s about TELLING who you are and what you stand for. MOVING TO – The ever important Action Steps - make sure this is clear to everyone involved. THEN REMEMBER TO – Have some FUN in the process… For GOD’S sake we are in the entertainment business.
Leaders vs. Managers — Steve FergusonLeaders master the context of their mission. Managers surrender to it. FROM ► TOAdminister, imitate, maintain ► Innovate, originate, and developFocus on structure ► Focus on peopleRely on control ► Inspire trustHave short range view ► Have long-range perspectiveAccept the status quo► Challenge the status quoAre classic good soldiers► Ask what and whyThe Changing Management MindsetFROM ► TOPeople as an expense ► People as an assetManaging others ► Leading othersControl ► CommitmentCompeting ► CollaboratingRelying on rules ► Focusing on outcomesUsing hierarchy ► Using networkConsistency/ sameness ► Diversity/ flexibilitySecrecy ► Sharing informationPassivity ► Risk-takingIsolation ► Involvement
There are (2) VERY POWERFUL components with regard to leadership are - 1st The Power of Attraction 2nd Being…Genuine & Authentic We have all been in a room where problems/ solutions are being discussed, and when it comes to making THE KEY DECISION, everyone looks to just one person for approval, many times that is not the appointed leader for that group. In this scenario the TRUE leader is the one with the most influence! Leadership is about INFLUENCE… nothing more or nothing less!
Vision. Outstanding leaders articulate a vision congruent with the deeply-held values of followers, a vision that describes a better future to which the followers have an alleged moral right. Passion and self-sacrifice. Leaders display a passion for, and have a strong conviction of, what they regard as the moral correctness of their vision. They engage in outstanding or extraordinary behaviors and make self-sacrifices in the interest of their vision and mission. Confidence, determination, and persistence. Outstanding leaders display a high degree of faith in themselves and in the attainment of the vision they articulate. Theoretically, such leaders need to have a very high degree of self-confidence and moral conviction because their mission usually challenges the status quo.Image-building. Outstanding leaders are self-conscious about their own image. They recognize the desirability of followers perceiving them as competent, credible, and trustworthy.
Role-modeling. Followers identify with the values of role models whom they perceived in positive terms. Outstanding leaders act as spokespersons for their respective organizations and symbolically represent those organizations to external constituencies.Outstanding leaders communicate expectations of high performance from their followers and strong confidence in their followers’ ability to meet such expectations. Selective motive-choices. Outstanding leaders selectively stimulate those motives of followers that the outstanding leaders see as of special relevance to the successful accomplishment of the vision and mission. Inspirationalcommunication. Outstanding leaders often, but not always, communicate their message in an inspirational manner using vivid stories, slogans, symbols, and ceremonies.
What Makes a Good Manager? — Jack Welch I prefer the term business leader. Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion. Above all else, though, good leaders are open. They go up, down and around their organization to reach people. They don’t stick to the established channels. They’re informal. They’re straight with people. They make a religion out of being accessible. They never get bored telling their story.— Jack WelchChairman & CEOGeneral ElectricHuman Behavior is determined by — Bill CookCulturally based values that are taught through family association (Values are not homogenous throughout cultures)Identifying leaders - Potential leaders can be identified by the following traits:Lead by example – they work along side fellow workersMay possess charismatic personalities that stimulate a desire to followAre sensitive to other’s reactions – take nothing for grantedHave ability to communicate and tosell ideas and themselves
Look for multiple ways for people to apply for a job… Google Forms, Facebook, Your Web Page, etc. Also examine the check boxes at the bottom of the page. Look for diversity in skill setsLeadership skills— Bill CookMANAGEMENT skills can be taught but LEADERSHIP skills such as vision probably are inherent. Management skills are based upon predictability while leadership skills are based upon unpredictability.LEADERS COMMUNICATE with SENSITIVITY and are aware of each individual’s reactions; they often react intuitively in their relationship with others. Communication of wishes and desires is a unique tool of effective leaders.LEADERS SELL themselves to others; they desire to be liked, respected or both. DEVELOPMENT OF A LEADER REQUIRES both mentoring and education — Bill CookLEADERSHIP CYCLE INCLUDES:1ST stage–Over manage 2nd stage–Under lead 3rd stage–Off and RunningA COMPLETE LEADER must also be a good MANAGERLeadership skills — Bill CookThree-sided foundation for complete leaders are —INTEGRITYEXPERTISEAMBITION
Right NOW… How many of you consider YOURSELF a “BRAND”If you think you have more than (4)….Please name a few… Especially if they are unique!As we begin to drill down into this topic we should begin with a definition………..and what better source than Wikipedia.
Here’s what I have LEARNED a “BRAND” is NOT:– A brand is not a logo– A brand is not an identity– A brand is not a product A Brand is a customer’s gut feeling about a product, service, or organization. It’s a customer’sgut feeling, because brands are defined by individuals, not bycompanies, or organizations. It’s a GUT FEELING because people are emotional, intuitive beings. IT’S NOT WHAT YOU SAY THE BRAND IS… IT’S WHAT THEY SAY IT IS. So…WHY IS BRANDING SUCH HOT TOPIC? People have too many choices and too little timeMost offerings have similar quality and featuresTrust comes frommeetingand exceeding customer expectations. SO,I believe our goal in the branding process is to CREATE A TRIBE OF FOLLOWERS for which our tribe (members/ customers) believes there is NO substitute.
In trying to define who WEwere and wanted to be. I knew I was never going to be able to claim that we were the BEST in Almost any category, but got luck and fell into and untapped Unique Selling Position of just who were becoming. Personal Paradigm Change— Steve FergusonMove From ► Move To – The New RealityPeople as an expense ►People as an assetManaging others ►Leading othersControl ►CommitmentCompeting ►CollaboratingRelying on rules ►Focusing on outcomesUsing hierarchy ►Using networkConsistency/ sameness ►Diversity/flexibilitySecrecy►Sharing informationPassivity►Risk-takingIsolation►Involvement
These are some examples of success stories that revolve around attention getting, theme building & story telling as part of almost everything we did! Also it’s about segmentation of your customer data base. Remember - what I have LEARNED a “BRAND” is NOT:– A brand is not a logo– A brand is not an identity– A brand is not a product
Explain the evolution of our e – Stationary & Templates and its importance.
As I was putting this presentation together, I wanted to focus on the STIMULATION process. When I would fall into a creative slump… I would begin with Brain Storming with Staff … This story is about employee Lyndsay Adams. ~ There is a good quote by -William Danforth “The best cure for a sluggish mind is to disturb its routine.”
My favorite new ORGANIZATIONAL tool Gather your notes and information in one place.Back up your valuable information.Find information more quickly.Work together more effectively.Organize your way.Prioritize and manage task and your to-do list more efficiently.Make meetings more productive.Get up to speed quickly.Improve productivity away from the office.Down Load a sixty day FREE trial!
Praise GOD for Harry, their company, & his TRIBE of followers!
Build your database anyway you can. The real key to for them to OP-INUseTOOLS like your website/ social networks, etc. that become key collectorsImplement a best rate guarantee – this is all about controlling 3rd party vendorsMake database development & use a priority Harnessing the power of databasesUtilize it marketing – Remember in all efforts CONTENT IS KINGCreate your own loyalty programIf you have to “Play the Game” – You Set the Rules Look for opportunities to build your brands though Co-Branding
Explain the evolution of our Loyalty Punch Cards and its importance.
What are the (3) main reasons you would want somebody to go to your web site/ or Facebook page or blog?
The goal this process of celebrating just about everything under the sun, is to create the illusion of lots of activity, excitement, fellowship, diversity in the messages, etc.Remember, the success of each and every message-campaign, promotion, pales in comparison to the precipitation of your course actively levels. Trying to full the soft spots in your tee sheet!
Theme is a part of BRANDING and should be consistent throughout any/ ALL projects – ALWAYS have a call to action, and multiple collateral pieces like posters, other signage, punch cards, gift bags, etc.
-This email is for you-For the man who always makes the tee time, organizes the golf outings, and rarely even gets a ‘thanks’. Well, we’re here to say ‘Thank You’ Mr. Tee Time Maker guy! We want to give you a FREE round of golf with a cart!Just book a tee time for a foursome online and we will even cut your buddies a break! This of course also goes for Miss Tee time Maker Gal!Bud Light Presents Real American Heroes (Real American Heroes) Today we salute you, Mr. Driving Range Ball Picker-Upper (Mr. Driving Range Ball Picker-Upper) For our pure enjoyment, you bravely throw yourself directly in the path of adversity and you do it on a tractor. (Riding high) Oh, the rules call for friendly fire, but you know we're all gunning for you. (Gunning for you) "Let her rip", you say, "because someone's gonna hit a little dribbler and they're gonna try and chase it down." (Run, run, run, run) And when they do, you'll be there. (You'll be there) So crack open an ice cold Bud Light range guy, because in this world of mamby-pambys you're the one with all the balls. (Mr. Driving Range Ball Picker-Upper) Bud Light beer, Anheuser-Busch St. Louis, Missouri
Work toward PULL!Permission Marketing !!!Marketers feel that this is a more efficient use of their resources because advertisements are only sent to people that are actually interested in the product. This is one technique used by marketers that have a personal marketing orientation. They feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market.In the United Kingdom, opt-in is required for email marketing, under The Privacy and Electronic Communications (EC Directive) Regulations 2003. This came into force on the 11 December 2003.Permission based marketing is believed to have been developed by Seth Godin, a well-established international marketing guru at the turn of the century. A key element of "permission" based marketing is that you are in essence, purchasing someone's time and getting their "attention" which has become increasingly valuable in what may be termed the 90-Second Economy
Print materials… I’m sorry but you will have to have some.
For 35 years MacGregor Golf coined the “term” - Two Great Names in golf MacGregor Golf & Jack Nicklaus… Co-Branding should be mutually beneficial to both brands.
As we all move forward in the golf business – think about what stabling influence you are having on the market? We are not alone with this problem… Do some research!Job Title: Pricing Integrity Specialist (Part-Time)Also in telling your stories NEVER be afraid to Shameless Self PROMOTE, you, your products/ services and course!
Save and Archive all your work/ ideas, then review it annually… Remember timing is as important as the idea.Tellstrom’s Learning ModelI Hear…I ForgetI See… I Remember I Do… I Understand
This is advertising in the wallet. ****Make sure you put some type of expiration date on the card.
Your customer favorite subject is their kids, then themselves. Personal Every Piece of Marketing Material
Move forward, make sure you get up to speed on Golf 2.0Golf 2.0 Endorsement“I love the game of golf and believe we have a unique opportunity right now to grow our sport. There are few bigger traditionalists than me, but I realize we need to start thinking out of the box. With so many sports and activities fighting for the time and attention of families, we need to think of ways to make our game more attractive and thus more inviting, especially to children and young adults.” ~Jack Nicklaus
TheThreat on the Game is REAL! What are you doing to turn the tide?
~ There is A Napoleon Hill Quote I like – “Cherish your visions and your dreams as they are the children of your soul; they are the blue prints of your ultimate achievements.”Keep it SimpleBusiness Plan or Marketing PlanStart with Microsoft templates to get started Goals or Task ListsExecutableIs about Resources & PeopleTime is a Key Component AccountableDeadlines, Record Keeping & Accountability PartnersResults – Measure and Test
(iPad like) Device Owners of All Ages Spend Average of 90 More Minutes a Day SurfingPhilosophy for growth – Bill Cook Building simple products for complex usesNever depend upon a few products for income (Do not be a single product company)Grow through reinvested earnings
Summary: Google+ just passed 40 million users and Facebook last month passed 800 million users. The problem is that one number is total sign-ups and the other is active accounts. Can you guess which is which?People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. Facebook is not 20 times the size of Google+; it’s even bigger. Facebook 800 Million UsersCheck out the French Lick GOLF Page - http://www.facebook.com/golffrenchlick
~ Chinese Proverb If you want happiness for an hour – take a nap.If you want happiness for a day – go fishing.If you want happiness for a month – get married.If you want happiness for a year – inherit a fortune.If you want happiness for a lifetime – help others.“Life’s most persistent & urgent question is: “What are you doing for others?” ~ Martin Luther King Jr.
This needs to be your strongestRelationship & LeaderIdentifying leaders — Bill CookPotential leaders can be identified by the following traits:Lead by example – work along side fellow workersMay possess charismatic personalities that stimulate a desire to followAre sensitive to other’s reactions – take nothing for grantedHave ability to communicate and to sell ideas and themselves
COMPLIMENTARY rounds without giving up the farm – We ALL have debit or obligation to the game of GOLF, for ME the more I gave, the more I received!In every junior golf program in the world there is a STRONG disconnect between the lesson tee and the golf course, so we developed and idea on how to get kids on the golf course. There was always a point after the evening leagues that no one played, so… Only 4 Rules:Rule No. 1 Parents would have to walk and caddieRule No. 2 Parents could not play until the student/ child could play 9 holes (from their tees) in 2 hoursRule No. 3 When they reach the 2 hour mark the entire family could walk and play for FREE! Rule No. 4 Carts where not allowed, we wanted to kids to fall in love with golf, not the cart. However once the 2 hour mark had been meet, they were permitted to rent them.More importantly, we started to change the culture at Smock; we started seeing more and more families.
This is about Giving Credit, but more importantly it is about sharing!I believe you should share 80% of everything you know, but you should NOT share the other 20% of what you think about, working on, or in variety states of development with other folks in our industry.
Women control 80% of an average household income. So when I hear a golf industry person make the statement, the women here don’t buy anything, it says more about the person making the statement than the women.
You will need to havecritical mass… if you don’t have (8) postpone to a later date. We Average 17 per Class
They want to LEARN!
Take GOLF to the PEOPLE! What are WE waiting for? Certified Friendly “Ladies Golf Course” Everyone should make this a priority!
A key phrase you will want to use over and over, “here are your next steps.”
Technofutures: The Top Innovation Trends that Will Shape The 21st CenturyCars that talk. Robots that walk. Computers that think. Hackers that hack. From the mapping of the Human Genome to the adoption of the Internet, the future is coming fast and furious. There have been more changes attributed to technology in the past thirty years then in the previous 10,000 years. What's next? Welcome to the extreme future.Fast moving radical technologies are reshaping the marketplace and society. This presentation provides a strategic overview of the leading-edge technologies, strategies, and trends that will transform business, economics and society in the 21st century. Find out what the future holds for the Internet, quantum computers, intelligent agents, wireless, broadband, digital cash, robotics, digital TV, cybercrime, virtual reality, biotech, nanotechnology, and artificial intelligence. What new business models, social issues, customer trends might be mission-essential to your success? Learn about the power tools and building blocks of the next economy.This Big Picture presentation will demystify technology trends providing a practical explanation of how and what new technologies may impact your industry or market. Learn how you can prepare today to meet the challenges of the global digital future Find out how to better understand and predict the evolution of technology and its impact on your world.Up to date research on leading-edge technologies, from the Institute for Global Futures, a leading think tank, will provide an entertaining and informative multi-media presentation. Ride Dr. Canton's time machine into the future to discover what's next in technology and how you can benefit from this future forecast. Dr. James Canton
PRACTICE on them - employees, family, friends, and colleagues
You are my new HERO, if you’re growing the game, enhancing someone's ability to enjoy the golf experience, and finally bringing the family together in a golf environment. ~ Jan Tellstrom, PGA
Tellstrom’s Thoughts on Effective LeadershipThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 1
Welcome to the NGCOA Indiana Chapter Annual Meeting • On the behalf of all 9,000 COOK employees welcome to the French Lick Resort! • I am looking forward to spending time with you today as I share the leadership principles, marketing, and communication ideas that I have learned over the past 40 years – Theme for today is Surviving – but I Like Shaping the Future much better!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 2
Here’s…. What I Know!• If you call yourself a LEADER… and no-one is following you… You are NOT a LEADER.Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 3
7 Values & Behaviors That Will Underlie Every Thing We Will Do In GolfAlways try to differentiate our Properties, our Service and our PeopleBranding the as a Golf Destination and Instruction DestinationLeadership through our Communication to both Guests and EmployeesContinuously Learning – Seeking New Ideas – Technologies – TrendsMultiplication – Developing Our People & Changing Lives!Tell Compelling Stories about the Past, Present & Future at the ResortSHARE - Ideas, Work Load, Creativity, Passion/ Enthusiasm, Friendship & Laughter!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 4
Did You Know?Prior to GPS navigation, most shipscrossing the ocean were OFF Course95% of their voyage.Therefore Leaders MUSTTake Action, MonitorResults & Adjust to Stayon Course.Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 5
Continuously Learning"In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.“ ~ Eric HofferOur NEW Habit Patterns – Seeking New Ideas, Technologies, & TrendsThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 6
My Building Process for EVERYTHING Dreaming FUN! Vision Action Story Steps TellingThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 7
Management/Leadership Management Leadership Doing things right Doing the right things •Administration • Innovation •Maintenance • Development •Systems/Structure • People/Trust •Short-range • Long-range •How? • What/Why? •Compliance • Commitment •Control • EmpowermentThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 8
Connection begins with authenticity You Have GOT TO BE YOURSELF As A LeaderThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 9
WikipediaLeadership styles of “Outstanding Leaders“• In 1994 House and Podsakoff attempted to summarize the behaviors and approaches of "outstanding leaders“ Vision. Passion and self-sacrifice Confidence, determination, and persistence Image-buildingThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 10
Leadership Continued Role-modeling Outstanding leaders act as spokespersons for their respective organizations High performance from their followers Selective motive-choices Inspirational communicationThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 11
Multiplication - Leadership• “ The first method for estimating the intelligence of a ruler is to look at the men he has around him.” ~ Niccolo Machiavelle• “There are only three rules of sound administration: pick good men, tell them not to cut corners, and back them to the limit; and picking good men is the most important.” ~ Adlai E. StevensonThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 12
Multiple ways to apply for a job… Google Forms, Facebook, Your Web Page,Thursday, November 3, 2011 etc.NGCOA Presentation - Jan Tellstrom, PGA13
Building your “Brand” Here’s What I KnowEverything You Do Builds yourBrand Up…. or Tears it Down!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 14
Wikipedia Defines• A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity.• We tend to base our buying choices on brand trust…• Therefore work hard to develop TRUST! & DIFFERENTIATE YOUR BRANDThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 15
What Do You WantTo Be… When You Grow-UP?Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 16
BrandSegmentationThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 17
Differentiate Yourself in CommunicationThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 18
Stimulate STAFF Creativity Brain Storming with Staff Art or Theme for SpecialsThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 19
My Favorite new ORGANIZATIONAL toolThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 20
TESTIMONY for Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 21
Rule No. 1 OP-INThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 22
Our Next Steps & Why?Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 23
Web Functionality Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 24
Celebrating Obscure Holidays - The Calendar & ProgramingThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 25
Create a Problem & Then Solve it!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 26
“Creativity is to SEE what everybody else has SEEN and to THINK what nobody else has THOUGHT.” • ALWAYS Write Compelling Interesting Copy! We re-purpose This awesome Budweiser commercial Real American HeroesThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 27
Push vs. Pull Marketing Using Both StrategiesPush Pull• In other words, push- • On the other hand, pull- marketing involves the marketing largely involves the active development of a highly active engagement of a visible brand. This encourages target market through customers to actively seek you methods like advertising on out, because they believe you relevant websites, email can fulfill their needs. marketing and the practice Methods commonly used include media interviews, of cold calling or emailing a conference speaking, prospect. syndication of your content and word of mouth.Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 28
Printed Collateral???Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 29
Co-Branding!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 30
AlwaysSell Value NOTPRICE Think PricingIntegrityThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 31
Save, Archive & Recycle IdeasOriginal Art (1) of the Way You Might Use itThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 32
Gift Cards The Gift That Keeps on Giving!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 33
Personalize Every Piece of MarketingThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 34
FREE Vendor Art & Make Memory Keepsakes! DesignThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 35
Don’t Do it All Yourself – Partner!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 36
Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 37
Communication “If one had to name a single, all-purpose instrument of leadership, it would be communication.” ~John W. GardnerThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 38
Planning for Shared ExpectationsThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 39
PARENTS, Expectations & Telling Your Story!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 40
What is social media?Any online technology or practice that people use toshare(content, opinions, insights, experiences, perspectivesand media).Examples of social media applications:Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 41
The French Lick GOLF PageThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 42
Charities You & the CommunityThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 43
MY Key Relationship & Leader!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 44
Impacting Families & COMPLIMENTARY roundsThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 45
Learning, Sharing & 80/20 Rule Focusing on Families: PGA Village Best Practices: Reaching out to mom, dad and the kids is required By Bob Baldassari, PGAThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 46
If Mom Plays – The Entire Family Plays Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 47
6 to 10 Classes per SeasonThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 48
If I Can Do This… Anybody Can!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 49
Think About OFF Season & OFF Site Corporate ClinicsThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 50
Don’t Wait to Sign Them Up!Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 51
So….Whats NEXT? Phone / Notebook APPSThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 52
Educate Whenever Possible Our 1st Viral E-Mail• Forwarded 12,000 TimesThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 53
Entertainment & EducationThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 54
Education, Entertainment & The GameThursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 55
Thursday, November 3, 2011 NGCOA Presentation - Jan Tellstrom, PGA 56