Stop Marketing to Your Self (camp)

•

2 likes•1,143 views

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).

Business Sports

CampHacker exists
to build great camp
community so that those
camps can serve others.

(or... the world
doesn’t need
another
Summer Camp)

marketing is...
getting someone who has a need
to know, like & trust you.

- John Jantsch

or...
location/
skill development/
language programs

✓ location
✓ expenses
✓ % of market share

X location
X expenses
X % of market share

1. your ideal client
2. start with WHY
3. referrals rule

basics

http://www.mindmeister.com/54181307/who-is-your-customer

✓ 1+
✓ early & early
✓ others
✓ donations

✓ 1+
✓ early & early
✓ others
✓ donations
✓ volunteer

✓ 1+
✓ early & early
✓ others
✓ donations
✓ volunteer
✓ after

people don’t buy
what you do, they
buy WHY you do it.

Simon Sinek - TED talk

http://www.youtube.com/watch?v=qp0HIF3SfI4

les gens n’achetent
pas qu’es que tu fait,
mais, POURQUOI tu le
fais.

Ask yourself (and your
staff/parents/kids)

2. Find and communicate
your core difference
(your WHY)

4. Create marketing
materials that educate
(write this one down!)

5. lead generation
advertising
Text
referrals
pr

50 blog topics
http://zoic.ca/50BlogTopics

front page challenge

I GO
HERE!
I WANT TO
GO HERE!

✓ 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

- your name (staff names?)
- your camp’s name
- your industry: “summer camp
quebec” “bilingual camp
quebec”
- your closest competitor

google alerts

Travis Allison
Walking Maverick Consulting
519.532.7366
travis@walkingmaverick.com

@camphacker

Workshop animé par Maud Camus (https://twitter.com/maudcamus) Vous voulez découvrir les astuces clés pour être au top de sa PR-forme ?! C'est par ici ☝️ Journalistes, storytelling, interviews, media : apprendre à naviguer ce milieu n'est pas forcément chose facile donc Maud a décidé de venir nous livrer ses meilleurs tips pour savoir comment raconter et sublimer son histoire entrepreneuriale sans non plus entrer dans le royaume du bullshit

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Stop Marketing to Your Self (camp)

1. CampHacker exists to build great camp community so that those camps can serve others.

2. the pitch

3. Stop Selling To YOU

4. problem

6. (or... the world doesn’t need another Summer Camp)

7. marketing is... getting someone who has a need to know, like & trust you. - John Jantsch

8. doesn’t need another Summer Camp but...

9. need: your unique skill or perspective

10. or... location/ skill development/ language programs

11. sell on your unique skills or...

12. compete on price

13. (ra c et ot he bo tto m

14.

15. ✓ location ✓ expenses ✓ % of market share

16.

17. X location X expenses X % of market share

18.

19.

20. 1. your ideal client 2. start with WHY 3. referrals rule basics

21. 1. your ideal client 2. start with WHY 3. referrals rule basics

22. 1. your ideal client 2. start with WHY 3. referrals rule basics

23. Who is your ideal client?

24. http://www.mindmeister.com/54181307/who-is-your-customer

25. ✓ 1+

26. ✓ 1+ ✓ early & early

27. ✓ 1+ ✓ early & early ✓ others

28. ✓ 1+ ✓ early & early ✓ others ✓ donations

29. ✓ 1+ ✓ early & early ✓ others ✓ donations ✓ volunteer

30. ✓ 1+ ✓ early & early ✓ others ✓ donations ✓ volunteer ✓ after

31. http://www.mindmeister.com/54181307/who-is-your-customer

32. http://www.mindmeister.com/54181307/who-is-your-customer

33. http://www.mindmeister.com/54181307/who-is-your-customer

34. http://www.mindmeister.com/54181307/who-is-your-customer

35. Start with WHY

36. people don’t buy what you do, they buy WHY you do it.

37. WHY is what makes you distinct

38. and not just another summer camp

39. Simon Sinek - TED talk http://www.youtube.com/watch?v=qp0HIF3SfI4

40. people don’t buy what you do, they buy WHY you do it.

41. les gens n’achetent pas qu’es que tu fait, mais, POURQUOI tu le fais.

42. Ask yourself (and your staff/parents/kids)

43. What is your contribution?

44. What is your impact?

45. What would you do with a magic wand?

46. What do you do that others do not?

47. To ____________, So that ________.

48. CampHacker exists to build great camp community so that those camps can serve others.

49.

50. Referrals rule

51.

52. very practical

53. Marketing to most businesses is to...

54. sales proﬁts brand recognition

55. But for a camp...

56. trust leadership customer loyalty

57. Show don’t tell

58.

59.

60. Teach them

61. Teach them +++

62. That better be what you do best

63. Be helpful

64.

65. Seven referral steps

66. 1. Narrow your focus

67. 2. Find and communicate your core difference (your WHY)

68. 3. Package your business

69. 4. Create marketing materials that educate (write this one down!)

70. biz = Content Marketing Strategy

71. Camps =

72.

73. 5. lead generation advertising Text referrals pr

74. 6. harness technology

75. 7. Live by a calendar

76. http://zoic.ca/Marketing-Cal

77. 10 Days...

78. It’s not about the tools

79. (except when it is...)

80. it is about telling your story

81. 50 blog topics http://zoic.ca/50BlogTopics

82. Start at the start

83. fo un da tio n

84. usability

85.

86. search-ability

87.

88.

89.

90. front page challenge

91. front page challenge I GO HERE! I WANT TO GO HERE!

92. Remember: It’s a visual medium

93.

94. what’s their story?

95.

96. Focus your email newsletter

97. Don’t you forget about me! Teach them

98. solve a problem for parents

99. not this one

100. but this one

101. Always capture “leads”

102. offer a trade

103. calculator - cost per minute?

104. feedback form

105. newsletter

106. checklists

107. contact page

108. Be social... old school

109. chat with them

110.

111. answer questions on talkshoe

112. Be purposeful

113. make search engines love you

114.

115.

116.

117. Measure it

118. Landing pages for everything

119. ✓ 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

120. Communicate like it’s your child

121. Camp Kintail and the tornado

122.

123.

124.

125.

126.

127. Go where the people are

128.

129. Monitor what is said about you

130. - your name (staff names?) - your camp’s name - your industry: “summer camp quebec” “bilingual camp quebec” - your closest competitor google alerts

131. Stop Selling To YOU

132. Travis Allison Walking Maverick Consulting 519.532.7366 travis@walkingmaverick.com @camphacker

Stop Marketing to Your Self (camp)

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