mg I have been here at the Epping Club for almost 11 years and I work here because I enjoy meeting new people and coming up with innovative and fun ways, to let people know what we do here. I graduated with a business degree from Macquarie University and commenced in a graduate position with one of the large Sydney advertising agencies- where I worked primarily on the McDonalds account. Surprisingly McDonald's – and most of us have one near us- is a very similar style of marketing to clubs- its all about local relationships at the core. After a coupe of years of sports and hospitality marketing in Sydney, I then gained some further experience working for a South African owned, event management company in London and across Europe. I really learnt some great skills about the importance of detail in large scale events here. I worked at st Andrews on the golf- and even in the summer, weather is an important factor in Scotland. So sponsored umbrellas were one of the little detail that should not have been forgotten. prior to joining the Epping club I built on my media knowledge while working for fox sports and was part of the start up team, at the fox studios entertainment precinct. So after almost 20 years of varied marketing and advertising experience- I wanted to get up here and crack some funny jokes and bamboozle you with all the best kept marketing secrets, of how we created such a successful events and wedding venue but at the end of the day- the answer is simple -Knowledge. Know your customer!!!! and know your product. And What do you do well, know what your customer wants and how do you tell them you have it? This simple theory will work for the biggest of Clubs with gorgeous harbour views to a tin shack out in timbucktoo! As a team, we also step out of doing the business, regularly to look at where we are headed strategically, so I will share a few of these insights with you.
Tell us about the bridal fairs that your club has created or participated in – ideally, show some photos of your recent events at the start of the class.Who are your target audience – is it just brides? - and how do you reach out to them specifically?
MgDeveloped strategy focussing on 5 major target demographicsLocal ResidentsCorporate/ SchoolsCultural- Chinese, Korean, IndianMembers Member CommunicationClubhouse “Home away from Home”Weddings/ Social EventsI would like to share the baked beans theory- baked beans advertising is a good example of targeting- “ Beans mean Heinz ‘has been a successful advertising strategy to target house wives/ mothers of children to buy baked beans for their family for generations. So while you are throwing the big money and big message to your main customer, it will still splatter out and hit those on the outskirts such as a teenage boy, a granny living alone will still buy baked beans. this is another key message- who are you talking to ? Too many clubs are trying to talk to everyone and get desperate ,then your advertising dollar is spread too thinly and you miss getting the frequency or appeal to who really wants your product
Work out what are your objectives and how will you get there
How do you charge exhibitors and what do they get?What’s a typical budget for putting on a bridal fair?