Customer Retention & Growth Presentation Wo Intelslides


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Bay Paul and Mark Sarojak\'s Educational Seminar at the 2009 Michigan Golf Course Owners Show.

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Customer Retention & Growth Presentation Wo Intelslides

  1. 1. Turn your Customers into Loyal Fans Powered By:
  2. 2. Introduction <ul><li>Established in 2004 </li></ul><ul><li>Specialize in </li></ul><ul><li>- Website Development </li></ul><ul><li>- Email Marketing </li></ul><ul><li>- Database Development </li></ul><ul><li>- League, Membership, Outing, and Wedding Development </li></ul>
  3. 3. Key Industry Factors <ul><li>NGF reported that Rounds at down about 20% since 1990 </li></ul><ul><li>Course Supply is still outpacing demand </li></ul><ul><li>Unemployment Rate </li></ul><ul><li>More Dual Income Families = less time for golf </li></ul>
  4. 4. 2010 Outlook Customer Retention will be key for survival in 2010 Customer Growth will be key for success in 2011
  5. 5. What is a Loyal Fan? Word of Mouth Engages Brand Loyal
  6. 7. 3 Key Components to Creating Loyal Fans <ul><li>Learn More About Your Customers through Online Surveys </li></ul><ul><li>Boost Your Customer Service </li></ul><ul><li>Effective Customer Communication </li></ul>
  7. 8. <ul><li>First Step in Learning More About Your Customers </li></ul>
  8. 9. Take Their Pulse <ul><li>ONLINE SURVEYS: </li></ul><ul><li>Customer/Member Perception </li></ul><ul><li>Focus Group </li></ul><ul><li>Survey 10,000 golfers in 10 seconds </li></ul><ul><li>Instant Results (Real Time) </li></ul><ul><li>Graphical Reporting </li></ul><ul><li>Customer/Member Appreciation, their vote counts… </li></ul>
  9. 10. <ul><li>Step 2 </li></ul>
  10. 11. Customer Service <ul><li>Word of Mouth is the best form of advertising </li></ul><ul><ul><li>Bathrooms </li></ul></ul><ul><ul><li>Acknowledgement </li></ul></ul><ul><ul><li>Rate Consultant </li></ul></ul><ul><ul><li>Upcoming Events </li></ul></ul><ul><ul><li>Thank Them </li></ul></ul><ul><li>Consistency … Make sure you start small. Do one thing well and expand. </li></ul>
  11. 12. <ul><li>Step 3 </li></ul>
  12. 13. Effective Communication <ul><li>Many customer service issues arise from poor customer communication. </li></ul><ul><li>Develop a relationship with potential golfers and they will become customers. </li></ul><ul><li>Build repeat business by creating a community. </li></ul>
  13. 14. How Can I Communicate <ul><li>Website </li></ul><ul><li>Email Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>Text Messaging </li></ul>
  14. 15. WEBSITES <ul><li>Up To Date Look </li></ul><ul><li>Easy To Navigate </li></ul><ul><li>Show Off Your Course </li></ul><ul><li>Interactive </li></ul><ul><li>Search Engine Friendly </li></ul><ul><li>Data Collection </li></ul>
  15. 16. Email Marketing <ul><ul><li>Cost Effective </li></ul></ul><ul><ul><li>Easily Create Colorful Professional Looking Emails </li></ul></ul><ul><ul><li>Communicate Multiple Products/Events at Once </li></ul></ul><ul><ul><li>Segment Your Emails </li></ul></ul><ul><ul><li>Tracking / Measure ROI </li></ul></ul>Email Marketing is the most cost effective form of marketing.
  16. 17. Social Media <ul><ul><li>What </li></ul></ul><ul><ul><li>Where </li></ul></ul><ul><ul><li>Do Golfers Use Social Media </li></ul></ul><ul><ul><li>Best Uses </li></ul></ul><ul><ul><li>Facebook vs. Twitter </li></ul></ul>
  17. 18. What Is Social Media? What is Social Media? “ Social media is a communications medium that relies on its audience to create, modify, or distribute the medium’s content.” Social Media Content Types • Forums • Blogs/Micro-Blogs • Wall Postings • User Ratings & Reviews • Social Bookmarking • Pictures/Video • Calendars/Events • Wikis • Email • Instant Messaging/SMS
  18. 19. Social Media <ul><li>Play Movie </li></ul>
  19. 20. Where Is Social Media Every month… • 10 billion minutes spent • 18 million new profiles created • 850 million photos shared • 5 million videos uploaded • 24 million pieces of content shared • 2 million events created
  20. 21. Where Is Social Media … on alone.
  21. 22. Do Golfers Use Social Media • National Golf Foundation (NGF) recently released a study on golfers' social technology (ST) participation habits: • Findings: 61% of Core golfers visit a social networking service (such as Facebook) at least occasionally. • Facebook, with 38% penetration • LinkedIn with 25% penetration &quot;Social media continues to grow rapidly - and not just among younger groups. All golfers are talking - about the places they play and the equipment they use. Therefore, companies should be listening to what is being said about them, and joining the conversation.&quot; - Joe Beditz, NGF president and CEO
  22. 23. Best Uses for Social Media Best Uses for Social Media • Active listening (customer feedback) • Social branding • Driving tee times & revenue • Driving event participation • Viral marketing
  23. 24. So Many To Choose From… • 104M+ unique visitors • 18+ billion PVs • 10.4+ billion mins on site • 38.6% total Internet reach • 600K new registrations/day Source: Compete, Comscore (April ’09) • 19M+ unique visitors • 384+ million PVs • 281 million mins on site • 9.7% total Internet reach • 5-10K new registrations/day Vs.
  24. 25. About Intelli Cue <ul><li>Simplicity – Our 100% Web-based solution requires no software or hardware installation. Log in to your account and send your text messages — it only takes a few seconds. </li></ul><ul><li>Scalability – Our data centers can send thousands of text messages per second, and they can scale to meet the needs of your business… no matter how large. </li></ul><ul><li>Reliability – Our messaging platform is hosted in world-class facilities across several geographically dispersed cities, each with multiple connections to the country’s internet backbone and backup power and HVAC systems. </li></ul><ul><li>Security – The Intellicue website and data centers utilize these security features: </li></ul><ul><ul><li>128-bit SSL data encryption </li></ul></ul><ul><ul><li>Database encryption </li></ul></ul><ul><ul><li>Multiple firewalls </li></ul></ul>
  25. 26. Topics <ul><li>Motivation </li></ul><ul><li>Mobile Marketing 101 </li></ul><ul><li>Getting Started </li></ul><ul><li>Demonstrations </li></ul><ul><li>Pricing </li></ul>
  26. 27. Mobile Marketing: On the Rise <ul><li>Isn’t it time your business took advantage of mobile marketing? Consider... </li></ul><ul><ul><li>Two thirds of mobile phone users are “active users of SMS text messaging.” That translates to 1.8 billion people. 1 </li></ul></ul><ul><ul><li>Text messages are typically read within an average of 15 minutes after receipt and responded to within 60 minutes. 1 </li></ul></ul><ul><ul><li>In August 2007, nearly 40 million US consumers received text message advertisements, and 12 percent responded to them. 2 </li></ul></ul><ul><ul><li>By 2011, most brands are expected to spend between 5% and 25% of their marketing budget on mobile marketing. 3 </li></ul></ul><ul><ul><ul><ul><ul><li>1 Source: Mobile Marketing Watch </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2 Source: M:Metrics, Common Short Codes: Cracking the Mobile Marketing Code </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>3 Source: Mobile Marketing Association </li></ul></ul></ul></ul></ul>
  27. 28. Topics <ul><li>Motivation </li></ul><ul><li>Mobile Marketing 101 </li></ul><ul><li>Getting Started </li></ul><ul><li>Demonstrations </li></ul><ul><li>Pricing </li></ul>
  28. 29. Text Messaging <ul><li>SMS… What is it? </li></ul><ul><ul><li>Phone number as address </li></ul></ul><ul><li>Philosophy </li></ul><ul><ul><li>Conversational </li></ul></ul><ul><ul><li>Non-invasive </li></ul></ul><ul><ul><li>Immediate </li></ul></ul><ul><li>What does it cost? </li></ul><ul><ul><li>Standard Rates Apply </li></ul></ul><ul><ul><li>Premium Messaging </li></ul></ul>
  29. 30. Mobile Marketing <ul><li>Sending marketing messages to a mobile device using either SMS, MMS, or other protocols. </li></ul><ul><li>Business to Consumer (B2C) or Business to Business (B2B). </li></ul><ul><li>Does not replace email marketing. </li></ul><ul><li>More personal than email. </li></ul><ul><li>Must be 100% opt-in. </li></ul><ul><li>Focused audience, focused message. </li></ul><ul><li>Create a sense of urgency with your customers and prospects. Mobile messages have very short shelf lives, but they get attention right away. </li></ul>
  30. 31. Short Codes and Keywords <ul><li>Short codes are simply shortened phone numbers that make sending SMS messages from mobile phones easier. </li></ul><ul><li>Dedicated Short Codes </li></ul><ul><ul><li>Very expensive, long lead time. </li></ul></ul><ul><li>Shared Short Codes </li></ul><ul><ul><li>Inexpensive, quick </li></ul></ul><ul><ul><li>Paired with keyword (Text: Keyword To: Shortcode) </li></ul></ul><ul><ul><li>Customized and branded for you. </li></ul></ul>
  31. 32. Benefits of Mobile Marketing <ul><li>The right message… </li></ul><ul><ul><li>SMS messages are short, forcing you to be clear and concise. Build customer trust and intimacy by alternating information and sales offers. </li></ul></ul><ul><li>At the right time… </li></ul><ul><ul><li>Reach prospects and customers at the point in time that is most relevant to your offer, particularly if you time your offers to when your customers are most likely to buy – for instance a tee time offer over the weekend or a merchandise offer during a tournament. </li></ul></ul><ul><li>No matter where your customer is… </li></ul><ul><ul><li>In most cases, mobile phone users have their phones with them virtually full-time and this expands the contact window considerably over other marketing methods. </li></ul></ul><ul><li>In a fresh new way… </li></ul><ul><ul><li>Since such a high percentage of email is spam, many customers are now ignoring email messages. Less than 10% of mobile messages are spam and that means it’s much more likely that your SMS message will be read. </li></ul></ul>
  32. 33. Topics <ul><li>Motivation </li></ul><ul><li>Mobile Marketing 101 </li></ul><ul><li>Getting Started </li></ul><ul><li>Demonstrations </li></ul><ul><li>Pricing </li></ul>
  33. 34. Before You Get Started <ul><li>Plan ahead… </li></ul><ul><ul><li>Develop the promotion plan you will use to build your list. </li></ul></ul><ul><ul><ul><ul><li>Mobile marketing is strictly opt-in. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>You cannot purchase mobile phone number lists. Sending messages to phone numbers that have not opted-in to your promotion is against industry guidelines and you risk customer backlash and legal action. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Instead, you will need to build a plan to promote your mobile list. </li></ul></ul></ul></ul><ul><li>Develop your offer… </li></ul><ul><ul><li>To achieve a high opt-in rate, you need an offer that is particularly meaningful to your target audience. Mobile marketing offers have to be customer benefit-driven. Some popular mobile marketing offers for golf are: </li></ul></ul><ul><ul><ul><ul><li>Free offers – Monthly lottery of golf, merchandise, food, etc… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Coupons – Discounts on merchandise, greens fees, etc… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Information – Frost delays, hole-in-one announcements, etc.. </li></ul></ul></ul></ul>
  34. 35. Getting Started <ul><li>Promote your offer… </li></ul><ul><ul><li>Make your customers aware of your mobile marketing channels. Here are a few ways that work… </li></ul></ul><ul><ul><ul><ul><li>Email marketing: Promotion of your mobile marketing program can be especially effective via email marketing. Use your email list to promote your mobile marketing efforts and encourage your customer to opt-in. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>In-Venue: Mobile marketing can be promoted while customers are on-site. Verbal information and instructions are very effective. Printed information and instructions are helpful. Consider displaying in pro shop, printed on receipts or marketing materials, or on course signage. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>On your website: Use a widget or web form to allow customer to subscribe to your mobile marketing campaign. The widget should appear on high traffic areas such as your homepage and again on your purchase confirmation page, for instance. </li></ul></ul></ul></ul>
  35. 36. Easy Web Integration <ul><li>Example placement of web widgets… </li></ul>
  36. 37. The Goal <ul><li>An Integrated Marketing Plan… </li></ul><ul><ul><li>Mobile marketing programs don’t work in a standalone environment. Your mobile marketing programs must be communicated via other marketing channels, and mobile marketing is best used as part of an integrated marketing campaign. </li></ul></ul><ul><ul><li>Each has its own strengths… </li></ul></ul><ul><ul><ul><ul><li>Mobile – Fast, focused, and fresh </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email – Tried and true, rich media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Print – Regional reach, focused readership </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Radio – Broad reach, endorsements by radio DJs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>TV – Very professional, rich media </li></ul></ul></ul></ul>
  37. 38. Measuring Success <ul><li>Measure, measure, measure… </li></ul><ul><ul><li>As with any marketing technique that you are using, you should focus on measuring its effectiveness. </li></ul></ul><ul><li>While mobile marketing reporting is not as robust as email reporting, you can still gather important information that will help you determine ROI and to drive decisions about future programs. These include: </li></ul><ul><ul><ul><ul><li>Overall response by keyword or short code to track how your promotional media worked. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Response to campaigns – Encourage customers to show their text message to take advantage of your offer. </li></ul></ul></ul></ul>
  38. 39. Topics <ul><li>Motivation </li></ul><ul><li>Mobile Marketing 101 </li></ul><ul><li>Getting Started </li></ul><ul><li>Demonstrations </li></ul><ul><li>Pricing </li></ul>
  39. 40. Demonstrations and Discussions <ul><li>Join mobile marketing list. </li></ul><ul><ul><li>Text GOLF to 32075 </li></ul></ul><ul><li>Fill open tee times. </li></ul><ul><li>Tournament coordination. </li></ul><ul><li>Alert golfers of frost delay. </li></ul><ul><li>Restaurant promotions. </li></ul><ul><li>Communicate with groups. </li></ul><ul><ul><li>Men’s Leagues </li></ul></ul><ul><ul><li>Woman’s Leagues </li></ul></ul><ul><li>Many other uses… limited only by imagination. </li></ul>
  40. 41. Dashboard
  41. 42. Send Messages
  42. 43. Send Messages (2)
  43. 44. Topics <ul><li>Motivation </li></ul><ul><li>Mobile Marketing 101 </li></ul><ul><li>Getting Started </li></ul><ul><li>Demonstrations </li></ul><ul><li>Pricing </li></ul>
  44. 45. Pricing <ul><li>Mobile Marketing Access– $95 / month** </li></ul><ul><li>Create a 100% opt-in community of golfers and reach them instantly with your latest news, alerts and offers. </li></ul><ul><ul><li>Price includes: </li></ul></ul><ul><ul><li>Unlimited mobile subscribers. </li></ul></ul><ul><ul><li>Send up to1000 text messages per month. </li></ul></ul><ul><ul><li>1 unique keyword that is branded specifically for your golf course. </li></ul></ul><ul><ul><li>Use of Intellicue's shared shortcode for easy mobile opt-in. </li></ul></ul><ul><ul><li>Use of Intellicue’s web widget on your business website. </li></ul></ul><ul><ul><li>24/7 access to your on-line account. </li></ul></ul><ul><ul><li>Access to a dedicated Intellicue account manager. </li></ul></ul><ul><ul><li>Additional messaging credits at discounted rate, starting at 7.5 cents per credit. </li></ul></ul><ul><ul><li>Additional keywords at discounted rate, starting at $25 per month. </li></ul></ul>** Requires minimum 1-year contract .
  45. 46. Return on Investment <ul><li>Using Intellicue can quickly generate more money for your business than your subscription costs each month. </li></ul><ul><li>Example: Filling open tee times </li></ul><ul><ul><ul><li>100 golfers on your channel. </li></ul></ul></ul><ul><ul><ul><li>1000 credits allows you to send 10 messages per month </li></ul></ul></ul><ul><ul><ul><li>If you get a 1% response rate, you fill 10 tee times that would have gone empty. </li></ul></ul></ul>
  46. 47. Summary <ul><li>Mobile phones are everywhere. </li></ul><ul><li>SMS is fast, focused, and fresh. </li></ul><ul><li>Mobile marketing is on the rise. </li></ul><ul><li>Is mobile marketing right for your golf course? </li></ul>
  47. 48. Contact <ul><li>For more on how Mobile Marketing please contact our sales team at [email_address] or 1-888-432-1CUE </li></ul><ul><li>For more on Email Marketing & Website Design, please contact our sales team at [email_address] or 1.800.599.6310 </li></ul>Thank You