Andre Pichly, Director of Recreation, City of St. Helena, California

1. WHY’s effect on the Decision to Buy
From Repeat Sale to the Decision to Buy and
Back Again
A marketing story
Presented by:
André Pichly, M.S., CPRP
Director of Recreation
City of St Helena, CA

2. I made the decision
to buy it again from
the same company
. . . .

4. Marketing:
Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and society
at large.
(Approved July 2013)

5. By the way . . . If you are not programming
for dog owners, give it some thought . . .

16. “User experience is really the whole totality. Opening the package [is a]
good example. It's the total experience that matters. And that starts from
when you first hear about a product experience is more based upon
memory than reality. If your memory of the product is wonderful, you will
excuse all sorts of incidental things.”
Donald Norman
"Do what you do so well that they will want to see it again and bring
their friends."
Walt Disney

22. Webinar Exercise
Think about a program, event or facility you have . . .
think about it start to finish, including repeat sale.
• Start with Why. Take your WHY (as a professional) and
connect it to WHY the customer might want or need
your services or facilities.

23. Questions to ask . . .
• Get their attention! Connect. What can you do or do
differently to engage potential customers?

24. Questions to ask . . .
• Choices, choices . . . WHY you and not another agency
or private company?

25. Questions to ask . . .
• Convenient and Easy? What tools or services do you
have, or could you provide, to help make the
purchasing decision and process simple . . . perhaps
even enjoyable?

26. Questions to ask . . .
• Ready? GO! What do you do or could you do to help
fuel excitement over the customer’s upcoming
experience?

27. Questions to ask . . .
• Get feedback. How could you measure the customer’s
satisfaction with their experience and your
organization’s performance?

28. Questions to ask . . .
• Positive reinforcement. What could you do to
incentivize the customer’s decision to become
a repeat customer?

30. André Pichly, M.S., CPRP
Director of Recreation
City of St Helena, CA
apichly@cityofsthelena.org
:www.linkedin.com/in/andrepichly
WHY’s effect on the Decision to Buy
From Repeat Sale to the Decision to Buy and
Back Again
A marketing story