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Stop Marketing to Your Self (camp)
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Stop Marketing to Your Self (camp)

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Go After The Campers The Others Leave Behind ...

Go After The Campers The Others Leave Behind

Travis Allison's Online Marketing starter lesson for summer camps.

Originally presented at the Congres de l’Association des camps certifiés du Québec (November, 2011).

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  • 1. CampHacker exists to build great campcommunity so that thosecamps can serve others.
  • 2. the pitch
  • 3. Stop Selling To YOU
  • 4. problem
  • 5. (or... the worlddoesn’t needanotherSummer Camp)
  • 6. marketing is...getting someone who has a needto know, like & trust you. - John Jantsch
  • 7. doesn’t needanotherSummer Campbut...
  • 8. need: yourunique skillor perspective
  • 9. or...location/skill development/language programs
  • 10. sell on yourunique skills or...
  • 11. compete onprice
  • 12. (ra c et ot he bo tto m
  • 13. ✓ location✓ expenses✓ % of market share
  • 14. X locationX expensesX % of market share
  • 15. 1. your ideal client 2. start with WHY 3. referrals rulebasics
  • 16. 1. your ideal client 2. start with WHY 3. referrals rulebasics
  • 17. 1. your ideal client 2. start with WHY 3. referrals rulebasics
  • 18. Who is your ideal client?
  • 19. http://www.mindmeister.com/54181307/who-is-your-customer
  • 20. ✓ 1+
  • 21. ✓ 1+✓ early & early
  • 22. ✓ 1+✓ early & early✓ others
  • 23. ✓ 1+✓ early & early✓ others✓ donations
  • 24. ✓ 1+✓ early & early✓ others✓ donations✓ volunteer
  • 25. ✓ 1+✓ early & early✓ others✓ donations✓ volunteer✓ after
  • 26. http://www.mindmeister.com/54181307/who-is-your-customer
  • 27. http://www.mindmeister.com/54181307/who-is-your-customer
  • 28. http://www.mindmeister.com/54181307/who-is-your-customer
  • 29. http://www.mindmeister.com/54181307/who-is-your-customer
  • 30. Start with WHY
  • 31. people don’t buywhat you do, theybuy WHY you do it.
  • 32. WHY iswhat makesyou distinct
  • 33. and not justanothersummer camp
  • 34. Simon Sinek - TED talk http://www.youtube.com/watch?v=qp0HIF3SfI4
  • 35. people don’t buywhat you do, theybuy WHY you do it.
  • 36. les gens n’achetentpas qu’es que tu fait,mais, POURQUOI tu lefais.
  • 37. Ask yourself (and yourstaff/parents/kids)
  • 38. What is your contribution?
  • 39. What is your impact?
  • 40. What would you do witha magic wand?
  • 41. What do you do thatothers do not?
  • 42. To ____________,So that ________.
  • 43. CampHacker exists to build great campcommunity so that thosecamps can serve others.
  • 44. Referrals rule
  • 45. very practical
  • 46. Marketing to mostbusinesses is to...
  • 47. sales profits brandrecognition
  • 48. But for a camp...
  • 49. trustleadershipcustomerloyalty
  • 50. Show don’t tell
  • 51. Teach them
  • 52. Teach them +++
  • 53. That better be what youdo best
  • 54. Be helpful
  • 55. Seven referral steps
  • 56. 1. Narrow your focus
  • 57. 2. Find and communicate your core difference (your WHY)
  • 58. 3. Package your business
  • 59. 4. Create marketingmaterials that educate(write this one down!)
  • 60. biz = ContentMarketing Strategy
  • 61. Camps =
  • 62. 5. lead generation advertising Text referrals pr
  • 63. 6. harness technology
  • 64. 7. Live by a calendar
  • 65. http://zoic.ca/Marketing-Cal
  • 66. 10 Days...
  • 67. It’s not about the tools
  • 68. (except when it is...)
  • 69. it is abouttellingyourstory
  • 70. 50 blog topics http://zoic.ca/50BlogTopics
  • 71. Start at the start
  • 72. fo un da tio n
  • 73. usability
  • 74. search-ability
  • 75. front page challenge
  • 76. front page challenge I GO HERE! I WANT TO GO HERE!
  • 77. Remember:It’s a visual medium
  • 78. what’s their story?
  • 79. Focus your email newsletter
  • 80. Don’t you forget about me!Teach them
  • 81. solve a problem for parents
  • 82. not this one
  • 83. but this one
  • 84. Always capture “leads”
  • 85. offer a trade
  • 86. calculator - cost per minute?
  • 87. feedback form
  • 88. newsletter
  • 89. checklists
  • 90. contact page
  • 91. Be social... old school
  • 92. chat with them
  • 93. answer questions on talkshoe
  • 94. Be purposeful
  • 95. make search engines love you
  • 96. Measure it
  • 97. Landing pages for everything
  • 98. ✓ http://ouareau.com/acq✓ http://ouareau.com/oca✓ http://ouareau.com/ourkids✓ http://ouareau.com/newsletter✓ http://ouareau.com/print-ad✓ http://ouareau.com/google
  • 99. Communicate like it’syour child
  • 100. Camp Kintail andthe tornado
  • 101. Go where the people are
  • 102. Monitorwhat is said about you
  • 103. - your name (staff names?) - your camp’s name - your industry: “summer camp quebec” “bilingual camp quebec” - your closest competitorgoogle alerts
  • 104. Stop Selling To YOU
  • 105. Travis AllisonWalking Maverick Consulting 519.532.7366travis@walkingmaverick.com @camphacker