James La Barrie, founder of Beyond Marketing and featured speaker at the 2015 USPA DZO Conference, presents "The Way Forward: A Digital Marketing Plan for the Skydiving Industry."

1. THE WAY FORWARD
#PIA2015

2. #PIA2015
OBJECTIVE / GLOBAL VIEW OF
WHERE WE ARE

3. #PIA2015
UNDERSTAND THE EXPECTATIONS
OF OUR CLIENTELE - MILLENNIALS

4. #PIA2015
INTRODUCE THE TOOLS IN
YOUR MARKETING TOOLBOX

5. #PIA2015

6. 1985-2015

7. 0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
#PIA2015

8. 0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
1991-1993
#PIA2015

9. #PIA2015
1991

10. 0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
1995-1998
#PIA2015

11. 1995 - 2000
Over 100+ HOURS of WorldWide TV Coverage
#PIA2015

12. #PIA2015

13. 0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
9/11/2001
#PIA2015

14. 0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
2006-2010
#PIA2015

15. STAYCATION
#PIA2015

16. 0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
2010 - 2014
#PIA2015

17. #PIA2015

18. USPA Membership 2000 - 2014
32,177
36,770
14.27%
#PIA2015

19. USPA GROUP MEMBER DZs
263
311
18.25% increase
#PIA2015

20. LAW OF SUPPLY & DEMAND
DEMAND HAS INCREASED DUE TO DAILY DEALS
SUPPLY HAS INCREASED DUE TO DAILY DEALS
DEMAND STARTING TO DECREASE
#PIA2015

21. Source: Business Insider #PIA2015

22. #PIA2015

23. #PIA2015

24. LAW OF SUPPLY & DEMAND
#PIA2015
DEMAND
is
DECREASING
SUPPLY
is at all
time high

25. #PIA2015
PRICE WARS

26. LAW OF SUPPLY & DEMAND
#PIA2015
DEMAND
is
DECREASING
SUPPLY
is at all
time high
SUPPLY
must
DECREASE
WHAT DO WE DO NOW?

27. TWO
OPTIONS
Option 1:
Continue to offer daily deals and lower
your retail pricing.
Hit the
iceberg
Option 2:
Start making changes to avert disaster.
or
Prepare
to
jump ship.
#PIA2015

28. Option 1. Continue to offer
daily deals.
Daily Deals Decrease
Cash Flow Decreases
Increase cash flow.
Decrease prices to
stay ahead.
NOT SUSTAINABLE
#PIA2015

29. Option 2 - Abandon Ship
a. Plan an exit strategy to cut the cord.
b. Prepare for the cash shortage and lower
volume.
c. Increase margins to offset lower volume.
d.
MARKET YOUR BUTT OFF
#PIA2015

30. #PIA2015

31. #PIA2015
Clarity

32. UNDERSTANDING OUR GUESTS
THE MILLENNIALS

33. #PIA2015

34. How Many of You Have Checked
Your Smartphones Since I Started Speaking?
#PIA2015

35. The Average Person Checks Their Phone
(on average) 150 times per day.
#PIA2015

36. #PIA2015
We’re addicted.

37. #PIA2015
Understand
our
customers.
MILLENNIALS.

38. #PIA2015
Born between 1982 - 2000
Largest generation in the world - 80 million in the US
Millennials: What You Should Know
Most educated generation in history.
Digital Natives - not needing to adapt to the internet
age.
No rush to get married. Only 26% are married.
Liberal with the majority being Democrat

39. #PIA2015
Millennials: What You Should Know
81% are on Facebook
55% have taken ‘selfies’
Only 19% say people /businesses can be trusted.
High levels of student debt, poverty & economic
hardship.
78% would spend money on an event over buying
something.
#FOMO

40. STOP ADVERTISING!
RADIO
TV
PRINT
BILLBOARDS
#PIA2015
BE WHERE YOUR CUSTOMERS ARE

41. #PIA2015
YOUR MARKETING TOOLBOX

42. WORD OF MOUTH
MARKETING
#PIA2015

43. #PIA2015

51. #PIA2015
IDENTIFY TOUCH POINTS

52. #PIA2015
20 DZ CUSTOMER TOUCH POINTS
Road Signs Parking Lot Check-In Training
Website PhoneSocial Media
JumpsuitsInstructor Videographer Plane
Ascent Free Fall Wait Time for Media
Media Closing
Wait Times Bathrooms Hangar Snack Bar

54. #PIA2015
BECOME A DIGITAL MASTER

55. SEO
WEBSITE
INSTAGRAM
#PIA2015

56. #PIA2015

57. #PIA2015
SEARCH ENGINE OPTIMIZATION
Linkbacks Meta-Information
Quality Content Creation
Keywords
AUTHENTIC
Social Media

58. SEO
WEBSITE
INSTAGRAM
#PIA2015
TOOLS

59. IN CLOSING

60. #PIA2015
OBJECTIVE / GLOBAL VIEW OF
WHERE WE ARE.
WE CANNOT WAIT FOR ANOTHER
‘POINT BREAK’ OR STAYCATION

61. #PIA2015
UNDERSTAND & ADAPT TO THE
EXPECTATIONS
OF THE MILLENNIAL GENERATION

62. #PIA2015
DEVELOP A DIGITAL
MARKETING TOOLBOX

63. facebook.com/DropZoneMarkeitng