CREATING RAVING FANSFOR YOUR CLUB

THEORY + TACTICS

PART 1MY MARKETING

PHILOSOPHY

MARKETING IS NOT DISCOUNTING

STAGNATION IS ALSO A RECIPE FOR TROUBLE

PRICE

TIME

ALL SUCCESSFUL BRANDS GET MORE EXPENSIVE & EXCLUSIVE OVER TIME

PRICE

TIME

HUMAN NATURE

WE CHASE WHATIS HARD TO GET

WE WANT WHATWE CAN’T HAVE

THE GOAL OF THIS BOOK IS TO GET YOU TO BECOME

NOT

THREE CORELESSONS

WHEN COMMUNICATINGEMOTIONAL TRUMPS LOGICAL

SHIFT #1

WOW, NICETHREADS!

LUXURY PURCHASESARE EMOTIONAL DECISIONS

LOGIC IS A JUSTIFICATIONFOR AN EMOTIONAL DECISION

MEMBERSHIP IS NOT A SPRINTLESSON #2

“AS A MEMBERSHIP DIRECTOR, YOUR GOAL IS NOT ALWAYS TO GET THE CHECK, IT’S

TO MOVE THE SALE FORWARD.”-Susan Greene, PCMA President

MEMBERSHIP LIFECYCLE

Ad Budget is a well balanced attack.Here’s what to spend on each zone:

Cold Traffic - 50%Warm Traffic - 30%Hot Traffic - 20%

HAVE A PLAN & AUTOMATE WHENEVER POSSIBLE

ONE SIZE DOES NOT FIT ALLLESSON #3

TODAY’S CONSUMER / MEMBERWANTS OPTIONS

ENGAGE EXISTING MEMBERSHIP CATEGORIES

FIND CREATIVE WAYS TO

PART 2BRANDING

The Best Brands Win!

Superior Products Don’t Always Win

The Best Brands Win!

Best Prices Don’t Always Win

The Best Brands Win!

The Key Ingredients to any brand:

-Differentiation-Relevance

-Esteem-Knowledge

Differentiation

What makes you & your club unique?

Are your differencesrelevant to the market?

Relevance

How well regardedare you?

Esteem

Does anyone knowabout you?

Knowledge

Great BrandsStay Consistent

Trust

Consistency

Expectation

Sales

EveryONE and EveryTHING Needs to walk the walk & talk the talk

Great BrandsStay Consistent

PART 3STORY

YOU’VE GOT TO BE A GREAT STORYTELLER

TO BE A GOOD MARKETER

Did I ever tell you how I got into the club business?

MY FIRST CLUB

INITIATION FEE: $20

NARRATIVE ARCGOOD STORIES HAVE A SIMILAR

A character has a problem, then meets a guidewho gives them a plan and calls them to action.That action either results in a comedy or tragedy.

DONALD MILLER’S NARRATIVE FRAMEWORK

Remember my Siquijor story?

Clubs are not in the golf business…

You’re in the challenge-solving business.

SO WHAT’S YOUR PROBLEM?

AND WHAT’S YOUR PLAN?

WE DEVELOPED16 STORIES,

HERE ARE MY FAVORITES

HISTORY

CELEBRITY

CHARITY

SCARCITY

THE MOST SUCCESSFUL STORIES ARE WRITTEN

AT A GRADE SCHOOL LEVEL

TOOLS

hemingwayapp.com

KEEPS YOUR WRITING TIGHT & BOLD

TOOLS

naturalreaders.com

ENTER YOUR COPY / SCRIPT & LISTEN TO A PLAYBACK OF IT BEING READ, FREE

ONCE YOU’VE WRITTEN THE HEADLINE YOU’VE

DONE 90% OF THE WORK

TOOLS

coschedule.com/headline-analyzer

THEN…BECOME A GREAT STORY CURATOR

ZERO SUM GAME

QUESTION: WHAT IS YOUR CLUB’S STRATEGY

ON SOLICITING REVIEWS?

QUESTION: HOW DO YOU RESPOND TO NEGATIVE

REVIEWS?

PART 4THE UNIQUE OPPORTUNITY

CLUBS HAVE AT THIS MOMENT IN TIME

http://naturalreaders.com

CLUBS PROVIDE MEANINGFUL CONNECTION IN AN IMPERSONAL WORLD

YOUR JOB IS TOCURATE THE COMMUNITY

What Networks Should Most Clubs Focus On?

Average User 35-54

Average User 35 & Under

Average User 30 - 64

HYPERTARGETING & RETARGETING

1. Be Specific (Youth Golf, Ladies Gym, Etc.)

2. Don’t Overcomplicate

3. Have one simple call to action

• 1.9B USERS

• 2ND LARGEST SEARCH ENGINE

• 6 OUT OF 10 PEOPLE PREFER ONLINE VIDEO TO LIVE TV

• 79% AGED 18-44 INDIVIDUALS WATCH (NEXT GEN MEMBERS)

1,300% INCREASEIN MEMBERSHIP

LEADS

CLUBS SHOULD DEDICATE 10-25% OF THEIR ANNUAL MARKETING BUDGET ON

INFLUENCER VIDEO

RARE OPPORTUNITY…

…YOUTUBE DISCOVERY ADS ARE UNDER PRICED

Teach & tell stories with live streaming

Give Virtual Tours to Prospective Members, Brides or Event Planners

IN A WORLDCOMPETING FOR ATTENTION,PLAYING IT SAFE IS THE

RISKIEST MOVE YOU CAN MAKE

GIFTSANDQ&A

PRIVATECLUBAGENCY.COM