Transcript Back to Basics - Little Red`s Big Ideas

Based on ACA’s
Distance Learning Course
NOW AVAILABLE
(760) 809-3231 email: [email protected]
Jodi’s Blog: www.littleredsbigideas.typepad.com
The Goals of this 5 Part
Workshop are to:
1. Explore the “New Economy”
2. Review Marketing Basics
1. To explore the 8 Ps of Marketing and their impact on your
current and future success
2. To become familiar with marketing terms and definitions
3. To clarify what marketing can and CAN’T do for your camp
3. Adjust Your Marketing Lens
4. Gain perspective to become more successful
5. The strength of the marketing foundation
To give you a taste of marketing and
for you to be hungry for MORE!
Before we begin…
Marketing Defined
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Marketing is finding a need and filling it.
Marketing is customer centered.
Marketing is communication.
Marketing is education.
Marketing is solving customer problems
with products and services.
• Marketing is EVERYTHING YOU DO TO
GET AND KEEP YOUR CUSTOMERS.
What Can Marketing Do for
Your Camp?
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Increase participation
from current
campers/customers
Attract more new
campers/customers
Increase usage from
current customers
Increase budget or
staff
Retrieve misplaced
customers
Increase general
awareness
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Improve public
perception
Establish credibility
Improve current
credibility and image
Elevate staff morale
Recruit staff quality
staff
Recruit more
volunteers
Attract sponsor and
donors
What Marketing CAN’T do…
• Compensate for
poorly trained staff
• Create desire
where none exists
• Overcome
“product”
problems
Part One
What is the “New Economy”
•
•
•
•
Is it all about money?
Economy of time
Rethinking priorities
Shifts in the marketplace
– You’re either getting
________ or getting
_______.
– Competitive perspective
• Trends – (Your Turn)
– What’s hot
– What’s not
– What can you capitalize
on?
Demographic Trends
• Boomers – Stop ignoring them!
37Million- 20% -$1 Trillion
– Pets are the new “child” ($45 Billion
Industry!)
– Adult day care at family camp?
– Bladders are big!
• Majority minorities
– Asian Growth – Do they culturally
believe in camp?
– Affluent Working Women
– Mom and Kid – Super consumer
• Buy local!
Entrepreneur Magazine
• Green Power
Dec 2009
• College Grads – “Upskilling”
Part One
The 8 Ps of Marketing
Planning
Product
Price
Anything you offer to your
The cost in time and money to
customers (camps,
buy what you have to sell
employment, sponsorships,
volunteer opportunity,
People
etc)
Internal
Placement
and
External
How people access your
product or information
about your product
Promotion
Methods used to communicate
to customers and prospects
including advertising, sales,
promotions and publicity
Philosophy and Mission
This is your mission and the reason your agency exists.
Serves as the foundation of your marketing communications
Marketing Terms Revisited for
the New Economy
Marketing
Everything (and I mean everything) you do to get and keep your
customers.
Product
Anything you sell or offer to your customer. Products do not have to be
tangible.
Features
Characteristics of your “product.”
Individual
Benefits
What your service, product” does for your direct customer or end-user
Social
Benefits
Customer
Staff
What your product does for the community at large
Anyone whom you serve (internal or external)
Anyone who serves your customers – Paid or unpaid
Front-line
staff
Anyone who has direct contact with customers. This could be on the
phone, in person, in writing or electronically (via email).
Rule of
Customer
Proximity
The closer you are to the customer, the more power you should have in
your organization. Managers serve front-line staff. A manager’s job is to
help front line staff better serve customers. Front-line staff don’t serve
managers.
Buy
Customers don’t always “buy” with money. Anytime anyone gives you
their money OR their time they “buy” from you.
Quick Review of
Marketing Plan Components
(See Handout)
1. Objectives
•
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Internal (Staff/Volunteers/Board Members)
External
2. Target Audience
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End Users
Gatekeepers
3. Budget
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Time
Money
4. Message
5. Marketing Vehicles/Distribution
Google Search
Marketing Plan Outline
February 17, 2010
Create a Product Inventory
• What are ALL the products you
sell?
– Each camp session is a “product”
– Marketing/Special events (Open
Houses/Home Visits are “products”)
– Rentals are “products”
– Jobs are products
– Sponsorship is a product
• Which should be your focus?
– How will you prioritize
• Which should be “closed out?”
BUT WE’VE
ALWAYS
DONE IT
THIS WAY
A New Look at the Marketing Mix
Hook ‘em
P.R.
Advertising
Promotion
Customer Service Customer
Product Quality
Keep ‘em
coming
back for more
Sales
Front-line contact
Reel ‘em in
Please Complete Your “Little White
Forms” for Post Conference Help…
• Electronic Copies
of Handouts and
Slides
• Invitation to attend
a FREE Marketing
Planning Webinar
• Door Prizes, too!
Essential # 7
Become the Architect of
Your Future
Marketing is About Seeing
the Future
Enhanced Vision
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Solution Seekers
Customer Centered
Needs Analysis
Value Diversity
Trend Trekking
Market Driven
Fluid Product Mix
?
The Marketing Mindset
• Essential # 12
Release Your Inner
Sales Person
• Essential # 13
Elevate Your
Professional Esteem
• Essential # 14
Trust Your Intuition
Part Three
Look Before You Leap
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•
•
Essential #15
Get Out of Your Head
Essential #16
Hypothesize Why They Buy
Essential #17
Interview Five Fans
• Customer Insight
– USP (Unique
Selling Proposition)
– Assess Needs
– Quality
– Gatekeepers
– Vehicles/Media
Chapter Three
Look Before You Leap – Customer
Interview Form Handout
• Essential #18
Describe Me, Please
• Essential #19
Solve Their Problems
• Essential #20
Beg for Complaints
“Complaining customers
are like unpaid
consultants.”
• Essential #21
Tune into Your Target
Media Trends for the
New Economy
• Progress is natural
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Agricultural Age
Industrial Age
Information Age
Participation Age
• Traditional vs. Alternative (Old School
vs. New School)
• Interactive Marketing Growth Spurt –
Pepsi Superbowl Example
• Media Usage
• Hot Online Trends
• More off-line support for online
campaigns
• Marketing messages replaced by multichannel conversations
• Greater attention to internal staff
Look Before You Leap
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Essential #23
Widen Your Competitive View
Essential #15
Go beyond “camps.”
Where do your customer’s
spend their leisure
time/summer vacations?
Essential #24
Shop the Competition
Essential #25
Benchmark the Best of the
Best
– Nordstrom, Starbucks,
FedEx, Disney, Microsoft and
Southwest Airlines
Look Before You Leap
• Essential #26
Shop the Shows
• Essential #27
Seek Out
Secondary
Research
• Essential #28
Become the Trend
Trekker
Part Four
Develop Your Marketing Plan Foundation
• Essential # 29
Permission Granted to
Pick One Product
• Essential # 30
Know Where Your Are,
Know Where You’re
Going
• Essential # 31
Prioritize External
Objectives – Where do
you want to go?
Essential # 32
Marketing From the Inside Out
Essential # 33
Don’t Go it Alone
Your Marketing Plan Foundation
• Essential # 34
Create Micromarketing
Objectives
Stepping Stones to the
Ultimate Goals
• Essential # 35
Write it down, set a date
• Essential # 36
Aim for the Target
• Essential # 37
Open the Flood Gates to
Reach Your Target
Your Marketing Plan Foundation
• Essential # 38
Buy into a budget
• Essential # 39
Money Matters
Essential # 40
Invent Time for Marketing
Essential # 41
Commit to Your Budget
Essential # 42
Create a Marketing Timeline
Part Five – Pricing
Essential #43
Image is Everything
“Surely there comes a time when counting
the cost and paying the price aren’t
things to think about any more. All that
matters is value – the ultimate value of
what one does.”
• -- James Hilton (1900 – 1954)
Essential #44
Price to Stay in Business
Essential #45 Let’s Make a Deal
Priced to Sell
• Essential #46
Frequent Buyer Program
• Essential #47
Persuade with Premiums
• Essential #48
Bundle Products with
Marketing Partners
• Essential #49
Sell Gift
Certificates/Cards
Essential #50
Give Groups a Break
Dos and Don’ts of Pricing
The least you need to know…
DO…
DON”T
Err on the high side when first pricing your
product or service
Price low just to get the business
Include all costs in your calculations
Lower your price without taking something
away
Know industry standards for margins
Immediately match your competitors price
advance
Account for the cost of inflation in price
increases
Forget all the value bundled up in your product
Add new products at a higher price
Forget the cost of discounts in your final
pricing analysis
Be careful about discounting – often
discounts are given to close the deal, but
then the client forces the company to make
the discount permanent
Listen too much to what your “sales force” tells
you about pricing – for them it’s often a
convenient scapegoat
Based on the work of Jay Lipe, Stand Out From the Crowd. 2006, Kaplan Publishing
Where do you go from here?
Jodi’s Power of Twos
Write down…
• Two things you can do at the
conference?
• Two things you can do by the end of
next week? (Attend Jodi’s Webinar?)
• Two things you can do by the end of
next month?
• Ask Jodi for Help! Yes – I will come
to your camp! Ask about her “I fly, I
buy” special