It's time to think differently when it comes to how private clubs approach membership marketing. This presentation from the World Conference of the Club Managers Association of America outlines our framework for how to change the game.
The Simple Little Formula That Can Double Your Golf RevenuesPipeline Marketing
This document discusses how golf courses, clubs, and properties can double their revenues through exponential marketing. It describes how linear marketing is no longer effective and exponential technologies like digital marketing, CRM, and automation can optimize sales. The key is positioning products to add intrinsic value, using these technologies to efficiently target audiences, and promoting through customer value optimization with tripwires, core offers, and profit maximizers, along with retargeting. Implementing this formula of positioning, promotion, and process leveraging exponential tools can exponentially grow golf business revenues.
Big Shifts, Trends and Themes in Private Club Marketing 2016Pipeline Marketing
The document discusses 5 major shifts taking place in private club marketing. It notes that attention is now the most important variable due to decreased organic reach on social media. Content should focus on delivering value to specific audience personas rather than interruptive messages. Branding and direct response are converging, so clubs can build awareness and then directly ask prospects to take action. Finally, marketing needs to follow prospects through a lifecycle from unaware to member by nurturing them with personalized, automated communications at each stage of consideration. The presentation provides examples and strategies for clubs to take advantage of these shifts.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.
Schifino Lee presented a proposal and budget for a 10 month integrated marketing campaign for Keycode. The presentation included introductions, capabilities, creative samples, a competitive overview, proposed creative platform, media strategies, and a $760,000 budget. The budget allocated funds toward production, agency services, social media management, and media spending for test markets and national launch. Next steps proposed engaging Schifino Lee, setting a kickoff meeting, commencing research/planning, developing a production timeline, measuring/refining test phases, and launching national ads.
How To Make Social Media Work For Your OrganizationAtomicdust
This document provides an overview of social media marketing. It discusses the goals of social media marketing including awareness, loyalty, sales, customer service and insights. It examines popular social media platforms like Facebook, Twitter, Instagram, Pinterest, YouTube and Vine. It also covers topics like developing a brand voice and attributes, understanding audience profiles, creating content calendars and guidelines, and measuring analytics. The overall purpose is to help organizations understand how to effectively use social media to communicate and market to their target audiences.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Schifino Lee presented a proposal and budget for a 10 month advertising campaign for Keycode. The proposal included developing a creative strategy and branding platform, creating advertising concepts and materials, and implementing a strategic media plan across television, radio, online, and social media for test markets and a national launch. The total proposed budget was $760,000, covering agency services, production, social media management, and paid media placement. The next steps outlined engaging Schifino Lee, setting a kickoff meeting, beginning research and planning, and measuring initial test phases to refine the campaign.
The Simple Little Formula That Can Double Your Golf RevenuesPipeline Marketing
This document discusses how golf courses, clubs, and properties can double their revenues through exponential marketing. It describes how linear marketing is no longer effective and exponential technologies like digital marketing, CRM, and automation can optimize sales. The key is positioning products to add intrinsic value, using these technologies to efficiently target audiences, and promoting through customer value optimization with tripwires, core offers, and profit maximizers, along with retargeting. Implementing this formula of positioning, promotion, and process leveraging exponential tools can exponentially grow golf business revenues.
Big Shifts, Trends and Themes in Private Club Marketing 2016Pipeline Marketing
The document discusses 5 major shifts taking place in private club marketing. It notes that attention is now the most important variable due to decreased organic reach on social media. Content should focus on delivering value to specific audience personas rather than interruptive messages. Branding and direct response are converging, so clubs can build awareness and then directly ask prospects to take action. Finally, marketing needs to follow prospects through a lifecycle from unaware to member by nurturing them with personalized, automated communications at each stage of consideration. The presentation provides examples and strategies for clubs to take advantage of these shifts.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.
Schifino Lee presented a proposal and budget for a 10 month integrated marketing campaign for Keycode. The presentation included introductions, capabilities, creative samples, a competitive overview, proposed creative platform, media strategies, and a $760,000 budget. The budget allocated funds toward production, agency services, social media management, and media spending for test markets and national launch. Next steps proposed engaging Schifino Lee, setting a kickoff meeting, commencing research/planning, developing a production timeline, measuring/refining test phases, and launching national ads.
How To Make Social Media Work For Your OrganizationAtomicdust
This document provides an overview of social media marketing. It discusses the goals of social media marketing including awareness, loyalty, sales, customer service and insights. It examines popular social media platforms like Facebook, Twitter, Instagram, Pinterest, YouTube and Vine. It also covers topics like developing a brand voice and attributes, understanding audience profiles, creating content calendars and guidelines, and measuring analytics. The overall purpose is to help organizations understand how to effectively use social media to communicate and market to their target audiences.
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
Schifino Lee presented a proposal and budget for a 10 month advertising campaign for Keycode. The proposal included developing a creative strategy and branding platform, creating advertising concepts and materials, and implementing a strategic media plan across television, radio, online, and social media for test markets and a national launch. The total proposed budget was $760,000, covering agency services, production, social media management, and paid media placement. The next steps outlined engaging Schifino Lee, setting a kickoff meeting, beginning research and planning, and measuring initial test phases to refine the campaign.
Slides from NetSquared Toronto's April 29 meetup. The event was hosted by Shabs and features Claire Kerr.
Here's Claire's slides from the event. Learn how to choose and leverage acquisition channels that reach the right donors. The presentation will help you design sophisticated targeting that attracts more qualified fundraising prospects across all your digital channels.
You will leave with tactical tips to apply to your 2020 digital strategy, no matter which database, content management system, fundraising tool, or email platform you're currently using.
Clever vs Creative: Which Takes the Fundraising Cake?Charity Dynamics
This document discusses the differences between clever and creative fundraising strategies. It provides examples of successful clever and creative campaigns from various non-profit organizations. The Crohn's and Colitis Foundation created a personalized infographic campaign that engaged new donors. The Rubber Duck Regatta, run by Freestore Foodbank, uses rubber ducks and community events to raise hunger awareness and funds over 25 years. Boston Children's Hospital Trust combines marketing campaigns like a kids art calendar contest with traditional fundraising to acquire new donors. The document concludes with tips on managing "clever creep" in fundraising and leveraging marketing ideas while staying true to an organization's brand.
Marketing Communications Plan for a fictional non-profit organizations who belief is: To guide our clients through their personal dilemmas and provide resources that will help them resolve conflict in all circumstances of their life so they can see the Hero that lives within them
Greater Zion Marketing Series: Get These Million Visitors to Your Bizgreaterzion
Presented by LOVE Communications
In preparation for hosting two IRONMAN World Championships in 2022, is your business prepared to reach athletes when they show up? Spend an hour with us discussing grassroots, organic and paid media strategies that will reach athletes and visitors and bring them into your business. Hear how to maximize your Google and Tripadvisor listings, how to target athletes through organic and paid social media efforts, get behind-the-scenes advice, and learn what opportunities exist with the local media, and the Greater Zion Convention & Tourism Office.
The document discusses the digital revolution at The Fred Hollows Foundation. It outlines that digital income and donations have doubled over the last 5 years. It then describes the "Touch, Tell, Sell" method for engaging donors through different stages of awareness and interest. Some recent digital wins are highlighted, such as a viral video campaign. Key priorities for 2018 include improving SEO, automation tools, and optimizing the website. The document advocates for increased investment in digital strategies to continue the evolution.
Buss 424 marketing plan non profit marketing plan template (2)mlrobinson2120
This document provides a sample template for a non-profit marketing plan, outlining sections for an executive summary, description of the organization, marketing goals, target markets, SWOT analysis, competitive analysis, value proposition, marketing promotion strategy, donations strategy, traditional and digital media budgets, marketing metrics, and references. The template offers guidance on the content and level of detail recommended for each section of the marketing plan.
The document provides a presentation template for the Two Roads Summit. It includes different slide variations that presenters can use and customize for their topics. The template includes title slides, section break slides, and content slides. The content slides are tagged for whether they relate to sales, revenue, or marketing topics. The presentation encourages presenters to update, edit, and personalize the slides for their specific purposes. It also provides instructions for choosing different slide layouts and using the notes section.
The document discusses strategies for customizing political advertising tactics. It covers objectives such as growing voter numbers, increasing market share, and consolidating loyalty. It analyzes voter demographics and psychographics to identify target audiences. Different positioning strategies like defensive, offensive, and flanking are examined. Creative content and media planning considerations are also outlined. The overall aim is to develop an advertising approach that achieves the balanced goals of increasing voter support through both rational information sharing and emotional engagement.
Selling Good Works -- Fundamentals of Marketing a Non-Profit OrganizationChris Houchens
Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts
Converge 2014: Strike the Right Chord with Prospects: Lessons from Country Mu...Converge Consulting
Strike the Right Chord with Prospects: Lessons from Country Music
BARBARA COWARD AND KATHY HAGENS
Did you know that country music is a $2 billion-dollar industry? It all goes to show that tugging at the heartstrings of ordinary people about ordinary life is big business. While we're not suggesting that you incorporate messaging about heartache, pickup trucks, and on-stoplight towns in your marketing materials, there are a number of takeaways that can help you grow enrollments. For example, it's all about being authentic, a good storyteller, and developing an emotional connection with your candidates. We'll walk you through ways - and examples - to take your prospect messaging from gold to platinum!
If increasing enrollment is a mandate at your institution—step one is marketing, step two is recruitment. There is little point in doing one without the other. We hope you will join us for this workshop that focuses on putting the steps together!
KEY TAKEAWAYS:
Draw prospects closer to a Call to Action through messaging that shows that you understand their dreams and challenges.
Differentiate your program through personalized and targeted email campaigns.
Use analytics to measure the ROI of your marketing dollars.
This slideshow goes with this video
https://www.youtube.com/watch?v=HSi6Pu4qVlE
It is clear that the phenomenon of brand equity and brand management are relevant in the political product (politician) development space
The document outlines an agenda for a marketing workshop for non-profit organizations. The workshop will cover the basics of developing an integrated marketing plan, including defining communication strategies, target markets, goals, and metrics. It will also discuss developing strategies for attracting clients, volunteers, sponsors, and contributions as well as reviewing various media options and how to develop, execute, and evaluate a marketing plan.
How to Create Exponential Growth For Your Brand/Company on Social MediaEvan Boser
This powerpoint was made for a presentation given by Paris Marketing to Meridian Intl Center at Seven Hills Foundation.
Paris Marketing
Instagram.com/ParisMarketing
Facebook.com/ParisSocialMedia
Twitter.com/ParisGetsSocial
Out-of-the-Park Insights into the Toronto Blue Jays' Fan BaseIsobarUS
The document summarizes insights from a survey of over 2,000 Toronto Blue Jays ticket buyers to understand their fan base. It identifies 5 key fan segments that differ in spending behaviors, purchase timing, and motivations. Each segment is motivated by different emotional needs such as identity, nurturance, belonging, and empowerment. Understanding these differences enables targeted marketing strategies across promotion, stadium experience, and programming. The analysis provides opportunities for data-driven decisions to grow the fan base.
Engagement fundraising presentation March 2015 MarketSmartGreg Warner
Here's a presentation Greg often gives around the country. Sort of his "stump speech!"
MarketSmart is a revolutionary marketing software and services firm that helps nonprofits raise more money more efficiently. Our radically effective products and services use Internet tracking technologies to help fundraisers zero-in on the donors that are most likely to deliver large, major or legacy gifts.
At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
This document discusses a social media marketing strategy called SponsorITSports that leverages the social networks of sports parents to promote local business sponsors. It notes that a single hockey team with 17 players and 34 parents represents immediate access to around 3000 people through their Facebook accounts and contacts. For a $25 sponsorship, a business's ad could reach 3000 people, and for $0.01 per additional reach, they could access 30000 people. This is significantly more cost effective than traditional flyer advertising which has no way to track effectiveness. SponsorITSports allows businesses to get demographic details on viewers, build goodwill, access referral customers, and communicate directly with their growing customer base through sponsored team profiles on the site and Facebook announcements.
- Funders may misunderstand charities due to negative narratives in the media about how charities spend money and operate. However, the public does not have one unified view of charities.
- To develop a counter narrative, charities need to demonstrate their transparency, accountability, and integrity through clear impact reporting, explanations of spending, and honest communications.
- Individual charities and the sector overall should get this message out through various channels to increase public understanding, which can build knowledge, trust, and support for charities.
To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast.
Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors?
Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to:
• Fill gaps that are hurting your revenue.
• Gain and retain quality clients.
• Use a secret swiss army knife of targeting tools not seen anywhere else.
Slides from NetSquared Toronto's April 29 meetup. The event was hosted by Shabs and features Claire Kerr.
Here's Claire's slides from the event. Learn how to choose and leverage acquisition channels that reach the right donors. The presentation will help you design sophisticated targeting that attracts more qualified fundraising prospects across all your digital channels.
You will leave with tactical tips to apply to your 2020 digital strategy, no matter which database, content management system, fundraising tool, or email platform you're currently using.
Clever vs Creative: Which Takes the Fundraising Cake?Charity Dynamics
This document discusses the differences between clever and creative fundraising strategies. It provides examples of successful clever and creative campaigns from various non-profit organizations. The Crohn's and Colitis Foundation created a personalized infographic campaign that engaged new donors. The Rubber Duck Regatta, run by Freestore Foodbank, uses rubber ducks and community events to raise hunger awareness and funds over 25 years. Boston Children's Hospital Trust combines marketing campaigns like a kids art calendar contest with traditional fundraising to acquire new donors. The document concludes with tips on managing "clever creep" in fundraising and leveraging marketing ideas while staying true to an organization's brand.
Marketing Communications Plan for a fictional non-profit organizations who belief is: To guide our clients through their personal dilemmas and provide resources that will help them resolve conflict in all circumstances of their life so they can see the Hero that lives within them
Greater Zion Marketing Series: Get These Million Visitors to Your Bizgreaterzion
Presented by LOVE Communications
In preparation for hosting two IRONMAN World Championships in 2022, is your business prepared to reach athletes when they show up? Spend an hour with us discussing grassroots, organic and paid media strategies that will reach athletes and visitors and bring them into your business. Hear how to maximize your Google and Tripadvisor listings, how to target athletes through organic and paid social media efforts, get behind-the-scenes advice, and learn what opportunities exist with the local media, and the Greater Zion Convention & Tourism Office.
The document discusses the digital revolution at The Fred Hollows Foundation. It outlines that digital income and donations have doubled over the last 5 years. It then describes the "Touch, Tell, Sell" method for engaging donors through different stages of awareness and interest. Some recent digital wins are highlighted, such as a viral video campaign. Key priorities for 2018 include improving SEO, automation tools, and optimizing the website. The document advocates for increased investment in digital strategies to continue the evolution.
Buss 424 marketing plan non profit marketing plan template (2)mlrobinson2120
This document provides a sample template for a non-profit marketing plan, outlining sections for an executive summary, description of the organization, marketing goals, target markets, SWOT analysis, competitive analysis, value proposition, marketing promotion strategy, donations strategy, traditional and digital media budgets, marketing metrics, and references. The template offers guidance on the content and level of detail recommended for each section of the marketing plan.
The document provides a presentation template for the Two Roads Summit. It includes different slide variations that presenters can use and customize for their topics. The template includes title slides, section break slides, and content slides. The content slides are tagged for whether they relate to sales, revenue, or marketing topics. The presentation encourages presenters to update, edit, and personalize the slides for their specific purposes. It also provides instructions for choosing different slide layouts and using the notes section.
The document discusses strategies for customizing political advertising tactics. It covers objectives such as growing voter numbers, increasing market share, and consolidating loyalty. It analyzes voter demographics and psychographics to identify target audiences. Different positioning strategies like defensive, offensive, and flanking are examined. Creative content and media planning considerations are also outlined. The overall aim is to develop an advertising approach that achieves the balanced goals of increasing voter support through both rational information sharing and emotional engagement.
Selling Good Works -- Fundamentals of Marketing a Non-Profit OrganizationChris Houchens
Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts
Converge 2014: Strike the Right Chord with Prospects: Lessons from Country Mu...Converge Consulting
Strike the Right Chord with Prospects: Lessons from Country Music
BARBARA COWARD AND KATHY HAGENS
Did you know that country music is a $2 billion-dollar industry? It all goes to show that tugging at the heartstrings of ordinary people about ordinary life is big business. While we're not suggesting that you incorporate messaging about heartache, pickup trucks, and on-stoplight towns in your marketing materials, there are a number of takeaways that can help you grow enrollments. For example, it's all about being authentic, a good storyteller, and developing an emotional connection with your candidates. We'll walk you through ways - and examples - to take your prospect messaging from gold to platinum!
If increasing enrollment is a mandate at your institution—step one is marketing, step two is recruitment. There is little point in doing one without the other. We hope you will join us for this workshop that focuses on putting the steps together!
KEY TAKEAWAYS:
Draw prospects closer to a Call to Action through messaging that shows that you understand their dreams and challenges.
Differentiate your program through personalized and targeted email campaigns.
Use analytics to measure the ROI of your marketing dollars.
This slideshow goes with this video
https://www.youtube.com/watch?v=HSi6Pu4qVlE
It is clear that the phenomenon of brand equity and brand management are relevant in the political product (politician) development space
The document outlines an agenda for a marketing workshop for non-profit organizations. The workshop will cover the basics of developing an integrated marketing plan, including defining communication strategies, target markets, goals, and metrics. It will also discuss developing strategies for attracting clients, volunteers, sponsors, and contributions as well as reviewing various media options and how to develop, execute, and evaluate a marketing plan.
How to Create Exponential Growth For Your Brand/Company on Social MediaEvan Boser
This powerpoint was made for a presentation given by Paris Marketing to Meridian Intl Center at Seven Hills Foundation.
Paris Marketing
Instagram.com/ParisMarketing
Facebook.com/ParisSocialMedia
Twitter.com/ParisGetsSocial
Out-of-the-Park Insights into the Toronto Blue Jays' Fan BaseIsobarUS
The document summarizes insights from a survey of over 2,000 Toronto Blue Jays ticket buyers to understand their fan base. It identifies 5 key fan segments that differ in spending behaviors, purchase timing, and motivations. Each segment is motivated by different emotional needs such as identity, nurturance, belonging, and empowerment. Understanding these differences enables targeted marketing strategies across promotion, stadium experience, and programming. The analysis provides opportunities for data-driven decisions to grow the fan base.
Engagement fundraising presentation March 2015 MarketSmartGreg Warner
Here's a presentation Greg often gives around the country. Sort of his "stump speech!"
MarketSmart is a revolutionary marketing software and services firm that helps nonprofits raise more money more efficiently. Our radically effective products and services use Internet tracking technologies to help fundraisers zero-in on the donors that are most likely to deliver large, major or legacy gifts.
At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
This document discusses a social media marketing strategy called SponsorITSports that leverages the social networks of sports parents to promote local business sponsors. It notes that a single hockey team with 17 players and 34 parents represents immediate access to around 3000 people through their Facebook accounts and contacts. For a $25 sponsorship, a business's ad could reach 3000 people, and for $0.01 per additional reach, they could access 30000 people. This is significantly more cost effective than traditional flyer advertising which has no way to track effectiveness. SponsorITSports allows businesses to get demographic details on viewers, build goodwill, access referral customers, and communicate directly with their growing customer base through sponsored team profiles on the site and Facebook announcements.
- Funders may misunderstand charities due to negative narratives in the media about how charities spend money and operate. However, the public does not have one unified view of charities.
- To develop a counter narrative, charities need to demonstrate their transparency, accountability, and integrity through clear impact reporting, explanations of spending, and honest communications.
- Individual charities and the sector overall should get this message out through various channels to increase public understanding, which can build knowledge, trust, and support for charities.
To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast.
Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors?
Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to:
• Fill gaps that are hurting your revenue.
• Gain and retain quality clients.
• Use a secret swiss army knife of targeting tools not seen anywhere else.
In business, we spend precious time building relationships and value-added offerings for our customers that, in theory, should lead to long-term customer loyalty and sales. However, in reality, we often don’t see the return in our revenue stream. It’s a costly game that everyone plays. And if we’re honest with ourselves, the real cost of the game is much more than money—it’s also time, energy and focus.
But what if you could have an unfair advantage in the game? A bit of foresight, better strategy, and an action plan—an “Edge” so-to-speak? Wouldn’t that change the game completely?
In this insightful keynote, direct marketing veteran Trish Witkowski will flip the current soft-sell craze on its head and fundamentally change the way you think of sales and the customer relationship. By using basic Blackjack principles and incredible insight from counting cards, Trish will remove the emotion and uncertainty from the sales process to provide a more rational view of the business relationship. Attendees will learn how to:
• Anticipate the customer’s actions
• Reset unbalanced business relationships
• Start new business relationships on the right foot
• Play a smarter sales game and win more business
You’ll walk away with an Edge, armed with actionable steps to dramatically increase revenue and forever change the way you approach sales.
Digital marketing is important for community developers to help local communities harness its power. It allows communities to help new people learn about opportunities and activities, build customer loyalty among changing generations, and adapt to population changes. Digital marketing is especially relevant now as 87% of US adults are online and 78% of small town America is online, with 67% of rural users on Facebook. Community developers should consider a variety of marketing mindsets and strategies to support local businesses, including educational and collaborative approaches, and tactics like Facebook, Google search, email, and video.
According to research of giving patterns since 1966 compiled by the Giving USA Foundation, only bequests averaged an increase during recessionary periods. All
other types of giving either remained static or reported declines.
But is your planned giving program getting its fair share of the marketing budget?
We scoured the internet to find the following awesome information. And, although we can’t take credit for the research, we can take credit for the pretty charts!
So feel free to share this report with colleagues and friends (including your board). And when you’re ready to engage in serious marketing to find hidden gifts, generate
leads and cultivate relationships, we hope you’ll reach out to us: http://imarketsmart.com/contact-us
After all, our mission is to help further your mission.
ENJOY THE REPORT!
Shutterfly's 2012 media plan allocates spending across magazines, digital, and out-of-home advertising to reach its target audience of Chief Memory Officers (CMOs). The plan focuses on the peak fourth quarter season, with 67% of the budget spent on magazines like Real Simple and Disney FamilyFun. Digital advertising, including banner ads and search engine marketing, receives 28% of funds. The remaining 5% is used for out-of-home placements at Orlando International Airport in the second quarter off-season. The objective is to increase Shutterfly's market share and sales of personalized photo products through high awareness during the critical holiday period.
Marketing exists solely for the purpose of influencing and changing human behavior – that’s what we all hope to achieve! In this presentation, Alex Hunt will focus on the application of Behavioral Economics to the marketing model, articulating a path to behavioral change that helps create famous brands and communications campaigns with greater commercial success. With particular focus on System 1/System 2 thinking and drawing on examples from the corporate advertising world, he will demonstrate that customers are not the rational agent the classical model of marketing has presumed them to be and, instead, are most heavily influenced by personal emotion and social copying in their decision-making. These are the factors we must tap into and experiences to offer if we are to be successful marketers in the twenty-first century.
Alex has over a decade of marketing experience and a track record helping clients develop famous brands and communications. He is currently responsible for leading BrainJuicer – a global research and innovation consultancy – in the US, overseeing offices in Chicago, Los Angeles and New York, and was one of the pioneers of BrainJuicer’s FeelMore50™ – a ranking of the most effective, emotional US advertising.
Before joining BrainJuicer in January ’09, Alex began his career at Millward Brown, working across a range of large CPG, media, financial and retail clients in both the UK and New York. His areas of expertize lie in early stage insight and idea generation and articulation, concept and communications testing, and brand equity assessment. Alex is a regular speaker at marketing and market research industry events including the ARF, Jay Chiat Planning Festival, TMRE and IIEX.
Marketing at the Speed of Modern Retail. We’re proud to be experts in fitness and sports partnerships. With insightful strategy, we find common ground between our client’s brand and a sports brand. Then we invent the creative space for both to live. The result is a meaningful partnership that activates a hyper-engaged fan base to drive sales.
View our presentation on sports and fitness marketing capabilities.
Greg Warner from MarketSmart joins to share more about engagement fundraising and how you can use it to raise more funds from major donors and legacy gifts.
The document discusses strategies for credit unions to market to different generational groups, particularly millennials. It defines millennials and their characteristics, and how they differ from other generations. It provides ideas for marketing approaches targeting millennials, such as product offerings, pricing, placement and promotional strategies. The overall goal is for credit unions to understand different generational needs and tailor their services accordingly.
Blue Jays Marketing Partnerships Presentation Akash Sidhu
The Blue Jays are facing declining attendance and need to engage younger fans. They plan to partner with TimePlay and the Argonauts to boost engagement. TimePlay will allow fans to compete in sections using their phones. A marketing plan includes social media, promotions with the Argonauts, and pop-up events featuring both teams. Risks like COVID-19 impacts or slow TimePlay adoption are mitigated with alternate locations, promotional videos, and permitting pop-ups in advance.
Lottery Marketing Case Study Analysis presentation by Michael Thomas. Marketi...Michael Thomas
1) The document outlines challenges for a state lottery to reinvigorate its brand, establish understanding of societal benefits, and recruit/encourage new and existing players.
2) It analyzes the lottery's communications strengths/weaknesses and provides a consumer decision journey model to identify touchpoints for messaging.
3) Key recommendations include increasing mobile access to games, focusing on immediate gratification, making games more fun/interactive online, and using data to protect consumer activity and participation.
This document summarizes a presentation about bringing together revenue management and digital marketing. It discusses how the two areas can have a symbiotic relationship through analysis, optimization, forecasting, pricing, marketing to customers, distribution, and addressing challenges. The presentation also provides examples of how to use customer data and digital strategies to acquire guests and examples of using Facebook for marketing like custom audiences. It emphasizes collaboration, common goals and terminology, data integrity, transparency, and continuous improvement to successfully analyze data.
This document proposes a social media marketing plan for Cardinal's Sport Center to increase sales of Texas Tech merchandise during the 2016 football season. The objectives are to drive traffic to the website, increase internet and in-store sales, raise brand awareness among students, and grow social media followers. Cardinal's currently uses Facebook, Instagram and Twitter. The plan recommends optimizing each platform by posting consistently and sharing content across all channels. Key audiences are identified as current customers, students, and mothers. The plan provides examples of promotional content and strategies to engage audiences like contests, discounts for local schools, and monitoring analytics to evaluate success. The overall goals are to increase likes/followers and sales by 10-15% over the previous season.
Moneyball Economic Development for Business Location Decisions and Local Busi...GIS Planning
How do you beat competitors that have more money and big name talent? Most economic development organizations don't have the budget that the larger ones have but they still have to compete against them. They can't beat them by out-spending them but the can beat them by being smarter through data.
In this webinar you will learn moneyball strategies for:
Business attraction and site selection
Local business assistance, company expansion, and entrepreneurial support.
Billy Beane’s famous Moneyball data strategy lead the A’s baseball team to beat bigger and supposedly better teams. How can you beat all of your competition with an economic development Moneyball strategy? And how do you help your local businesses make smarter decisions than their competitors? By breaking the rules, tossing out ineffective tradition, and using big data to set your organization on the path to taking your unfair competitive advantage to crush competitors. Learn how to play to win. More at http://www.GISplanning.com and http://www.SizeUpLBI.com
This document summarizes an event focused on data, demographics, and direct marketing. It includes presentations from three speakers on using customer data and insights to grow businesses. Steffanie Biedler discusses engaging loyal customers to advocate for a business. Kelly Benish explains how big data can be harnessed nationally to drive local revenue through targeted questions. Neil Stout emphasizes that small, local customer data ("small data") can provide useful insights through database marketing and analysis of customer characteristics and purchasing behaviors. The event provides business owners information on listening to existing customers and leveraging various data sources to improve marketing.
The document provides a SWOT analysis and market research plan for a sports management software called AthleteTrax. It identifies strengths such as a unique idea and growth potential, as well as weaknesses in marketing. Opportunities include targeting college and youth sports teams in Pennsylvania through attending events and using social media. Competitors have larger marketing budgets and better social media presence. The plan recommends improving branding, using customer testimonials and targeted Google and Twitter ads to reach the desired market.
Digital Companies & E-business Revolution for California State University Nor...Brian Frankel
Digital Companies & E-business Revolution for California State University Northridge TSENG College - International Business School Program (Winter 2020)
Topics:
Positioning
Target Markets
Consumer Purchase Process
Needs vs Wants
Consumer Behavior
Value Proposition
Promotions
Advertising
Conversion Funnels
KPIs
Cost Per Acquisition
Customer Lifetime Value
Gantt Charts
Disruption
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
5. Moneyball Synopsis
‣ True story about Oakland A’s 2002 season
‣ Team lost all their star players and must rebuild with
limited resources
‣ GM Billy Beane carries daunting task of winning
against teams with triple the budget
‣ Beane recruits intern-turned-assistant GM Peter
Brand who has radical new ideas about how to win
5
The Premise
6. 7
DON’T BUY PLAYERS…BUY WINS
For Billy, the question was, "Which actions
correlate most strongly to winning games?"
The Answer: Instead of focusing on buying
players, they needed to focus on buying wins.
In order to buy wins, they needed to buy runs.
In order to buy runs, they needed acquire
players that could get on base.
7. Moneyball Synopsis
8
An Unfair Game?
Key
Player
Evaluation
Criteria
Team
Payroll
Home Runs
Batting Average
Stolen Bases
RunsBatted In
Confidence / Potential
On Base Percentage
Undervalued / Known
ExpensiveAll Stars “Island of Misfit Toys”
$125,928,583
(2002)
$40,004,167
(2002)
8. Moneyball Synopsis
9
Outcomes
‣ A’s finish first in the AL West
• Won a record 20 straight wins
• Won as many games as the Yankees (103)
- Yankees = $1.4 million per win
- A’s = $260,000 per win
‣ Red Sox take note
• Adopt the A’s Moneyball philosophy
• Win World Series in 2004 (first time since 1918)
10. 11
The collected wisdom of baseball insiders over the
past centuryis subjective and often flawed.
11. Moneyball Ground Rules
12
Lessons
Think differently…learn to see the game in a whole new way.
Depend on information to predict success.
Measure what matters.
Reverse the 80/20 principle.
Recruit the right players.
1
2
3
4
5
12. Moneyball Ground Rules
13
Lessons
Develop and stick to a game plan.
Use winners’ secrets from outside your circle.
Convince the doubters / filter the noise.
Lowering costs can improve performance.
You don’t have to win every game.
6
7
8
9
10
13. 14
PARALLELS?
Moneyball is all about maximizing limited resources. It's
about optimization, for which the key is to find the one factor that
matters most and focus on optimizing that.
14. Membership Marketing Moneyball
15
Look at the problem differently
End Goal Wins
Moneyball Private Club
Members
Starting Point
Score Runs Sales Process
Get on Base Generate TargetedLeads
Field a Team Identify Prospective Audience
Scouting Reports Market Data
21. 22
It’s unbelievable how much you don’t know about
the game you’ve been playing all your life.
- Mickey Mantle
22. Understand the Audience
23
Geography
How Do We Target People WithinA
Realistic Drive Time?
How Do We Target People In Our Area? vs.
Population Density Drive Times / Traffic Patterns
23. Understand the Audience
24
Demographics
Source: National Golf Foundation
61% of CurrentMembers FirstJoined Their
Club at Age 30-49
Millenials = Age 19-34
Gen Xers = Age 35-49
How Do We Get Our Members To
Recruit New Members?
vs. How Do We Attract Younger Members
Now In Their ‘Joining’ Years?
24. Understand the Audience
25
Socioeconomics
Occupation
‣ Employer
‣ Industry/ Profession
‣ Job Title
‣ Seniority
Education
‣ Education Level
‣ Degree(s) Earned
‣ Schools Attended
Wealth
‣ Net Income
‣ DisposableIncome
‣ Net Worth
How Do We Target People Who Can
Afford Our Club?
How Do We Target People BasedOn
Culture, Society and Lifestyle Match?
vs.
25. Understand the Audience
26
Psychographics
‣ What do they like about your club?
‣ What do they like about your competitor'sclub?
‣ What made them decide to buy your membership?
‣ What had they heard about your club prior to buying?
‣ What are their hobbies?
‣ What emotional aspects impact their purchase?
‣ Who is the actual decision-makerfor this type of purchase?
‣ What values and attitudes play a part in this type of purchase?
Can We Compete With Other Clubs In
Our Market?
What Makes People Want to Buy A
Membership At Our Club?
vs.
26. Understand the Audience
27
Member Experience
How Do We Get Our Members to
Support the Club?
What Do Our Members Enjoy
About the Club?vs.
27. Understand the Audience
28
Tapestry Segments
Source: ESRI
The Tapestry Segmentation system
classifies US neighborhoods based
on their socioeconomic,
psychographic and demographic
compositions into
65 unique Personas.
28. Understand the Audience
29
Building Personas
=
Demographics Age, Gender, Income, Race, Ethnicity
+
Personas
Socioeconomics Wealth, Education, Occupation
Psychographics Activities, Interests, Opinions
Geography Location
Experience History, Intuition
Imaginary Versions of Your
Prospective Members
29. Understand the Audience
30
Example Persona – “Pacific Heights”
Geography Demographics Socioeconomics Psychographics
‣ High rent districts
of California and
Hawaii
‣ Small, affluent
neighborhoods;
densely populated
‣ Live within 5-10
miles of work
‣ Median Home
Value $472k (3x)
‣ 68% own homes
‣ Homes built pre-
1980’s
‣ Primarily married
couples
‣ Median age 39
‣ 1.6 children
‣ Asian-Pacific
Islander
‣ Median income
$79k
‣ Net worth $270k
‣ Dual income HH
‣ Unemployment
10.5%
‣ 60% over age 25
have attended
college
‣ 1 in 3 hold a
bachelor’s or
graduate degree
‣ 44% earn income
from investments
‣ Health conscious
‣ Shop for
essentials at Wal-
Mart or Target
‣ Often shop at
upscale retailers
‣ Take annual
vacations (Vegas,
Disneyland)
‣ Enjoy watching
baseball
‣ 36% play golf at
least 1x per mo.
‣ Young affluent
small families
‣ Place a premium
on security, time,
and connection to
peers
‣ Budget conscious
but will pay for
quality
‣ Learning or
improving golf
30. Understand the Audience
31
Data Gathering – Resources
‣ History
‣ Membership Surveys (Entrance, Existing, Exit)
‣ Real Life Interactions
‣ Social Media Interactions
‣ Facebook Graph Search
‣ US Census (www.census.gov)
‣ Economic and Social Research Institute(www.esri.com)
‣ GeographicInformation
‣ 2010 Census
‣ Business, Consumer and Lifestyle Data
‣ Market Potential (Sports& Leisure, Recreation, etc.)
‣ TapestrySegments
35. Generate Targeted Leads
36
The Playing Field
1.2 Billion Users Worldwide
178 Million Active in US (56%)
Teens (13-17) on Facebook
have declined -25.3% over the
last 3 years.
Over the same period of
time, 55+ has exploded with
+80.4% growth in the last 3
years.
Source: Facebook
36. Generate Targeted Leads
37
The Playing Field
Worldwide: 260 million users
US: 84 million users
(22% of all internet users 18+)
1 in every 3 professionals on the planet
is on LinkedIn
40% use daily
Content is 6x more relevant than jobs
65% of companies have generated at
least one lead using LinkedIn
Source: LinkedIn, Pew Research Center
37. Generate Targeted Leads
38
Time to Change the Batting Order
‣ Digital Prospecting
‣ Promoted Social Content Campaigns
‣ Organic Social Content
‣ Community Networking
‣ Member Referral Programs
‣ “Traditional” Marketing
Offline Online
Resources Return Resources Return
Reverse the
80/20 Principle
38. Generate Targeted Leads
39
The Lineup
Digital
Prospecting
Promoted
Content
Organic
Content
Search for Prospects
Send Messages / InMail
Need Personal Account(s)
Consistently Post Great Content
Engaged Fans / Organic Awareness
Need Club Profile Page + Content
Outbound
Create Targeted Campaigns
Prospects Request Follow Up
Need Club Profile Pages
(No Facebook Posts Required)
Inbound
Social
39. 40
You Don’t
Need to Have
An Active Presence
on Facebook or LinkedIn
To Benefit From
Lead Generation
41. Generate Targeted Leads
42
Digital Prospecting
Facebook Graph Search
“People who are interestedin…”
“People who are connectedto…”
“People who like what people connectedto…”
“Interests likedby people who like…”
“Pages liked by people who like…”
“People who follow people who like…”
44. Generate Targeted Leads
45
Digital Prospecting
LinkedIn Advanced Search
Location
Current / Past Company
Industry
School
Non-Profit Interests
LinkedIn Groups
Years of Experience
Job Function
Seniority / Title
Company Size
Fortune (50-1000)
49. Generate Targeted Leads
50
Promoted Social Content Campaigns
Goal = Drive TARGETED Traffic to Lead Capture Form
Landing Page (instapage.com) Club Website
55. Generate Targeted Leads
56
Promoted Social Content Campaigns
Facebook
‣ 4. Advanced Targeting – Third Party Data Partners
Facebook marketing partners
have access to third party
partner data
Correlates user data to online
and offline consumer behavior
Used in combination with all
other Facebook targeting
56. Generate Targeted Leads
57
Promoted Social Content Campaigns
Facebook
‣ 4. Advanced Targeting – Lookalike Audiences
‣ Email / Phone Number Only ‣ Secure Match (Encrypted) ‣ Facebook Audience Does Not Include People
In Your Database – Just People Like Them
(Connections, Interests, etc.)
57. Generate Targeted Leads
58
Promoted Social Content Campaigns
Facebook
‣ 5. Campaign Budget (Bidding and Pricing)
Make sure to set
a LifetimeBudget
Bid for clicks
(not impressions)
Pricing is based on maximum you are willing to payfora clickforthe defined
audience. Actual pricing is determined based on competition forthat audience.
62. Generate Targeted Leads
63
Promoted Social Content Campaigns
LinkedIn
‣ 3. Create an Account with LinkedIn Campaign Manager: www.linkedin.com/ads
‣ Does not require Company Page
‣ Displays ads at top and right margins of
desktop screen
‣ Can use LinkedIn Lead Generation
‣ Promotes content posted to Company Page
‣ Displays directly in users news feeds
‣ Mobile friendly
Good Better
64. Generate Targeted Leads
65
Promoted Social Content Campaigns
LinkedIn
‣ 5. Create the targeted audience for the campaign
Location
Company Name
Industry
Company Size
Job Title
Job Function
Seniority
School
Skills
Groups
Gender
Age
65. Generate Targeted Leads
66
Promoted Social Content Campaigns
LinkedIn
‣ 6. Set payment options, budget and duration for campaign
Cost per click is usually
recommended over cost per
impression
Set a daily budget and a total
campaign budget
Set a hard stop date
66. Generate Targeted Leads
67
Promoted Social Content Campaigns
LinkedIn
‣ 7. Monitor results – run variations to test forwhat works
Clicks
Impressions (Campaign
Reach)
Click Through Rate (CTR)
Minimum 0.75%
Data!
67. Generate Targeted Leads
68
Campaign Design Secrets
1. People Buy Based On Emotion First…Then Logic
2. Always Appeal to Decision Makers
3. Impute Brand Quality Through Quality Visuals
4. Be Friendly…Use Plain English
5. Limit Selling! Generate Interest (Inform & Entertain)
72. Generate Targeted Leads
73
Organic Social Content
Summary
‣ Social content strategy has multiple benefits
‣ Make daily updates to web page / collateral
‣ Club controls message
‣ Member engagement
‣ Promotedcontent + organic content = PB&J
‣ Improvedclose rates
‣ Lower promotedcontent costs
73. Generate Targeted Leads
74
Organic Content Secrets
1. FB Posts Between 12-3pm Have Highest Engagement
2. FB Posts Between 3-5pm Have Highest Unique Reach
3. Develop a Posting Calendar Organized By Persona
4. Use Filters and Editors For Images (Picmonkey.com)
5. Don’t Post Club Posters / Flyers!
76. Optimize Sales
77
General Sales Statistics
‣ 25% of Sales People Make a Second
Contact and STOP
‣ 12% of Sales People Only Make Three
Contacts and STOP
‣ Only 10% of Sales People Make More
Than Three Contacts
‣ It Takes Up to 8 Attempts to First Reach
a Prospect (in 2007 it took 4 Attempts)
‣ Most Sales People Give Up After2
Attempts
‣ 2% of Sales Are Made on the First
Contact
‣ 3% of Sales Are Made on the Second
Contact
‣ 5% of Sales Are Made on the Third
Contact
‣ 10% of Sales Are Made on the Fourth
Contact
‣ 80% of Sales Are Made on the Fifth to
TwelfthContact
48% of Sales People NEVER Follow Up With a Prospect
Lifestyle Purchases Require Even More “Touches”
77. Optimize Sales
78
Process
1. Touch Point Strategy
‣ Formal Strategy Outlining the Lead Nurturing Process
‣ When do you reach out to prospects?
‣ Who will follow up with prospects?
‣ When do you send membership information / pricing?
‣ When do you send a membership application?
‣ What information is captured?
‣ What is the role of other club staff / members?
‣ What happens aftera member joins?
‣ Defines the criteria for qualifying prospects
‣ Ensures proper objection handling
‣ Identifies barriers to entry / helps to minimize silent objections
Nurtured Leads Make 47% Larger Purchases
78. Optimize Sales
79
Process
2. CRM
‣ Facilitates touch point management and
lead nurturing
‣ Helps to optimize sales time
‣ Builds a marketing ‘dataset’
‣ Socioeconomics
‣ Psychographics
‣ Sales Feedback
(Lead Sources, Objections,
Sales Cycle Optimization, etc.)
‣ Guides informed marketing decisions
79. Optimize Sales
80
Process
3. Moneyball Sales Metrics
‣ Nurture Rates
‣ Leads (1st Base)
‣ Lead to Prospect (2nd Base)
‣ Prospect to Candidate (3rd Base)
‣ Candidate to Join (Home Plate)
‣ Close Rate (Runs)
‣ Member Acquisition Cost (MarketingCost per New Member)
‣ Objections (Strike Outs)
‣ Lost Reasons (Losses)
80. Optimize Sales
81
People
4. Membership Professional
‣ Sales Approach
‣ Consultative (Ask Questions, Don’t Pitch)
‣ Benefits not Features
‣ Training / Market Knowledge
‣ Motivation
‣ Compensation
‣ Feedback / Recognition
‣ Internal Resources
‣ Ambassador Committee
‣ Employees
‣ Marketing Budget
‣ Closing Tools
‣ Clearly Defined Roles & Responsibilities
‣ Recruitment
‣ Retention
‣ Communication
81. Optimize Sales
82
Membership Sales Secrets
1. Best Times to Email Prospects: 8am and 3pm
2. Best Times to Call Prospects: 9am-11am & 4pm-5pm
3. Worst Times to Call Prospects: 11am and 2pm
4. Thursdays are Best Days to Prospect (Weds. #2)
5. Tuesdays are the Worst Days to Prospect