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CampHacker exists  to build great campcommunity so that thosecamps can serve others.
the pitch
Stop Selling To YOU
problem
(or... the worlddoesn’t needanotherSummer Camp)
marketing is...getting someone who has a needto know, like & trust you.              - John Jantsch
doesn’t needanotherSummer Campbut...
need: yourunique skillor perspective
or...location/skill development/language programs
sell on yourunique skills or...
compete onprice
(ra    c   et             ot                  he                     bo                       tto                          m
✓ location✓ expenses✓ % of market share
X locationX expensesX % of market share
1. your ideal client         2. start with WHY         3. referrals rulebasics
1. your ideal client         2. start with WHY         3. referrals rulebasics
1. your ideal client         2. start with WHY         3. referrals rulebasics
Who is your ideal client?
http://www.mindmeister.com/54181307/who-is-your-customer
✓ 1+
✓ 1+✓ early & early
✓ 1+✓ early & early✓ others
✓ 1+✓ early & early✓ others✓ donations
✓ 1+✓ early & early✓ others✓ donations✓ volunteer
✓ 1+✓ early & early✓ others✓ donations✓ volunteer✓ after
http://www.mindmeister.com/54181307/who-is-your-customer
http://www.mindmeister.com/54181307/who-is-your-customer
http://www.mindmeister.com/54181307/who-is-your-customer
http://www.mindmeister.com/54181307/who-is-your-customer
Start with WHY
people don’t buywhat you do, theybuy WHY you do it.
WHY iswhat makesyou distinct
and not justanothersummer camp
Simon Sinek - TED talk    http://www.youtube.com/watch?v=qp0HIF3SfI4
people don’t buywhat you do, theybuy WHY you do it.
les gens n’achetentpas qu’es que tu fait,mais, POURQUOI tu lefais.
Ask yourself (and yourstaff/parents/kids)
What is your contribution?
What is your impact?
What would you do witha magic wand?
What do you do thatothers do not?
To ____________,So that ________.
CampHacker exists  to build great campcommunity so that thosecamps can serve others.
Referrals rule
very practical
Marketing to mostbusinesses is to...
sales profits brandrecognition
But for a camp...
trustleadershipcustomerloyalty
Show don’t tell
Teach them
Teach them             +++
That better be what youdo best
Be helpful
Seven referral steps
1. Narrow your focus
2. Find and communicate   your core difference       (your WHY)
3. Package your business
4. Create marketingmaterials that educate(write this one down!)
biz = ContentMarketing Strategy
Camps =
5. lead generation    advertising        Text     referrals        pr
6. harness technology
7. Live by a calendar
http://zoic.ca/Marketing-Cal
10 Days...
It’s not about the tools
(except when it is...)
it is abouttellingyourstory
50 blog topics                 http://zoic.ca/50BlogTopics
Start at the start
fo  un    da         tio            n
usability
search-ability
front page challenge
front page challenge I GO HERE!          I WANT TO            GO HERE!
Remember:It’s a visual medium
what’s their story?
Focus your email newsletter
Don’t you forget               about me!Teach them
solve a problem for parents
not this one
but this one
Always capture “leads”
offer a trade
calculator - cost per minute?
feedback form
newsletter
checklists
contact page
Be social... old school
chat with them
answer questions on talkshoe
Be purposeful
make search engines love you
Measure it
Landing pages for everything
✓ http://ouareau.com/acq✓ http://ouareau.com/oca✓ http://ouareau.com/ourkids✓ http://ouareau.com/newsletter✓ http://ouarea...
Communicate like it’syour child
Camp Kintail andthe tornado
Go where the people are
Monitorwhat is said about you
- your name (staff names?)    - your camp’s name    - your industry: “summer camp    quebec” “bilingual camp    quebec”   ...
Stop Selling To YOU
Travis AllisonWalking Maverick Consulting             519.532.7366travis@walkingmaverick.com    @camphacker
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
Stop Marketing to Your Self (camp)
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Stop Marketing to Your Self (camp)

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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).

Published in: Business, Sports
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Stop Marketing to Your Self (camp)

  1. 1. CampHacker exists to build great campcommunity so that thosecamps can serve others.
  2. 2. the pitch
  3. 3. Stop Selling To YOU
  4. 4. problem
  5. 5. (or... the worlddoesn’t needanotherSummer Camp)
  6. 6. marketing is...getting someone who has a needto know, like & trust you. - John Jantsch
  7. 7. doesn’t needanotherSummer Campbut...
  8. 8. need: yourunique skillor perspective
  9. 9. or...location/skill development/language programs
  10. 10. sell on yourunique skills or...
  11. 11. compete onprice
  12. 12. (ra c et ot he bo tto m
  13. 13. ✓ location✓ expenses✓ % of market share
  14. 14. X locationX expensesX % of market share
  15. 15. 1. your ideal client 2. start with WHY 3. referrals rulebasics
  16. 16. 1. your ideal client 2. start with WHY 3. referrals rulebasics
  17. 17. 1. your ideal client 2. start with WHY 3. referrals rulebasics
  18. 18. Who is your ideal client?
  19. 19. http://www.mindmeister.com/54181307/who-is-your-customer
  20. 20. ✓ 1+
  21. 21. ✓ 1+✓ early & early
  22. 22. ✓ 1+✓ early & early✓ others
  23. 23. ✓ 1+✓ early & early✓ others✓ donations
  24. 24. ✓ 1+✓ early & early✓ others✓ donations✓ volunteer
  25. 25. ✓ 1+✓ early & early✓ others✓ donations✓ volunteer✓ after
  26. 26. http://www.mindmeister.com/54181307/who-is-your-customer
  27. 27. http://www.mindmeister.com/54181307/who-is-your-customer
  28. 28. http://www.mindmeister.com/54181307/who-is-your-customer
  29. 29. http://www.mindmeister.com/54181307/who-is-your-customer
  30. 30. Start with WHY
  31. 31. people don’t buywhat you do, theybuy WHY you do it.
  32. 32. WHY iswhat makesyou distinct
  33. 33. and not justanothersummer camp
  34. 34. Simon Sinek - TED talk http://www.youtube.com/watch?v=qp0HIF3SfI4
  35. 35. people don’t buywhat you do, theybuy WHY you do it.
  36. 36. les gens n’achetentpas qu’es que tu fait,mais, POURQUOI tu lefais.
  37. 37. Ask yourself (and yourstaff/parents/kids)
  38. 38. What is your contribution?
  39. 39. What is your impact?
  40. 40. What would you do witha magic wand?
  41. 41. What do you do thatothers do not?
  42. 42. To ____________,So that ________.
  43. 43. CampHacker exists to build great campcommunity so that thosecamps can serve others.
  44. 44. Referrals rule
  45. 45. very practical
  46. 46. Marketing to mostbusinesses is to...
  47. 47. sales profits brandrecognition
  48. 48. But for a camp...
  49. 49. trustleadershipcustomerloyalty
  50. 50. Show don’t tell
  51. 51. Teach them
  52. 52. Teach them +++
  53. 53. That better be what youdo best
  54. 54. Be helpful
  55. 55. Seven referral steps
  56. 56. 1. Narrow your focus
  57. 57. 2. Find and communicate your core difference (your WHY)
  58. 58. 3. Package your business
  59. 59. 4. Create marketingmaterials that educate(write this one down!)
  60. 60. biz = ContentMarketing Strategy
  61. 61. Camps =
  62. 62. 5. lead generation advertising Text referrals pr
  63. 63. 6. harness technology
  64. 64. 7. Live by a calendar
  65. 65. http://zoic.ca/Marketing-Cal
  66. 66. 10 Days...
  67. 67. It’s not about the tools
  68. 68. (except when it is...)
  69. 69. it is abouttellingyourstory
  70. 70. 50 blog topics http://zoic.ca/50BlogTopics
  71. 71. Start at the start
  72. 72. fo un da tio n
  73. 73. usability
  74. 74. search-ability
  75. 75. front page challenge
  76. 76. front page challenge I GO HERE! I WANT TO GO HERE!
  77. 77. Remember:It’s a visual medium
  78. 78. what’s their story?
  79. 79. Focus your email newsletter
  80. 80. Don’t you forget about me!Teach them
  81. 81. solve a problem for parents
  82. 82. not this one
  83. 83. but this one
  84. 84. Always capture “leads”
  85. 85. offer a trade
  86. 86. calculator - cost per minute?
  87. 87. feedback form
  88. 88. newsletter
  89. 89. checklists
  90. 90. contact page
  91. 91. Be social... old school
  92. 92. chat with them
  93. 93. answer questions on talkshoe
  94. 94. Be purposeful
  95. 95. make search engines love you
  96. 96. Measure it
  97. 97. Landing pages for everything
  98. 98. ✓ 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
  99. 99. Communicate like it’syour child
  100. 100. Camp Kintail andthe tornado
  101. 101. Go where the people are
  102. 102. Monitorwhat is said about you
  103. 103. - your name (staff names?) - your camp’s name - your industry: “summer camp quebec” “bilingual camp quebec” - your closest competitorgoogle alerts
  104. 104. Stop Selling To YOU
  105. 105. Travis AllisonWalking Maverick Consulting 519.532.7366travis@walkingmaverick.com @camphacker

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