creating the destination community · creating the destination community conducted by jon...
TRANSCRIPT
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
1
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
Creating the Destination Community
Creating the Destination Community
Full notes of this entire session are available at:
JonSchallert.com/Together
© The Schallert Group, Inc.
2
© The Schallert Group, Inc.© The Schallert Group, Inc.
3
© The Schallert Group, Inc.
4
© The Schallert Group, Inc.
5
© The Schallert Group, Inc.
6
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
2
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
7
© The Schallert Group, Inc.
8
© The Schallert Group, Inc.
9
© The Schallert Group, Inc.
10
© The Schallert Group, Inc.
11
© The Schallert Group, Inc.
12
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
3
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
13
© The Schallert Group, Inc.
14
© The Schallert Group, Inc.
15
© The Schallert Group, Inc.© The Schallert Group, Inc.
16
© The Schallert Group, Inc.© The Schallert Group, Inc.
17
© The Schallert Group, Inc.
18
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
4
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
19
© The Schallert Group, Inc.
20
© The Schallert Group, Inc.
21
© The Schallert Group, Inc.
22
© The Schallert Group, Inc.
Fredericksburg, Texas8,911 - $43,670
Gardiner, Maine5,800 - $42,750
Hartville, Ohio2,944 - $41,012
Atchison, Kansas10,925 - $31,109
Becoming a Destination CommunityBecoming a Destination Community
© The Schallert Group, Inc.© The Schallert Group, Inc.
24
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
5
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
25
A business that’s so compellingly different,
customers say: “That’s the only place
I’m going!”
What’s a Destination Business?What’s a Destination Business?
© The Schallert Group, Inc.
26
Out-of-Towners spend more: Higher IATDestinations capture more
free publicityPR: 12 times more believable Destinations create more
word-of-mouthDestinations: Lower
percentage advertising costs
Advantages of DestinationsAdvantages of Destinations
© The Schallert Group, Inc.
27
© The Schallert Group, Inc.
28
© The Schallert Group, Inc.
29
© The Schallert Group, Inc.
30
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
6
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
31
© The Schallert Group, Inc.
32
© The Schallert Group, Inc.
33
© The Schallert Group, Inc.
34
© The Schallert Group, Inc.© The Schallert Group, Inc.
35
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
8 Strategic Stages
© The Schallert Group, Inc.© The Schallert Group, Inc.
36
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
5 Tactical Stages
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
7
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
37
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
1 Leadership Stage
© The Schallert Group, Inc.
38
© The Schallert Group, Inc.
39
© The Schallert Group, Inc.© The Schallert Group, Inc.
40
© The Schallert Group, Inc.
4141
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
42
How is your business different from every other business in
your industry?
Unique Positioning StatementUnique Positioning Statement
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
8
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
44
© The Schallert Group, Inc.© The Schallert Group, Inc.
45
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
The Line of Average
© The Schallert Group, Inc.© The Schallert Group, Inc.
46
The Line of AverageThe Line of Average
Above Average
Very GoodGREAT
UNIQUE= 1-of-a-Kind!
© The Schallert Group, Inc.
47
© The Schallert Group, Inc.© The Schallert Group, Inc.
48
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
9
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
49
© The Schallert Group, Inc.
50
© The Schallert Group, Inc.© The Schallert Group, Inc.
51
© The Schallert Group, Inc.
52
© The Schallert Group, Inc.
53
© The Schallert Group, Inc.
54
Brand: “The proprietary visual, emotional, rational, and cultural image that you
associate with a company, a product, a name or a
community."
Definition of a BrandDefinition of a Brand
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
10
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
55
© The Schallert Group, Inc.
56
© The Schallert Group, Inc.
57
© The Schallert Group, Inc.
58
© The Schallert Group, Inc.
59
© The Schallert Group, Inc.
60
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
11
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
61
© The Schallert Group, Inc.
62
© The Schallert Group, Inc.© The Schallert Group, Inc.
63
© The Schallert Group, Inc.© The Schallert Group, Inc.
64
© The Schallert Group, Inc.© The Schallert Group, Inc.
65
© The Schallert Group, Inc.
66
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
12
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
67
© The Schallert Group, Inc.
68
© The Schallert Group, Inc.
69
© The Schallert Group, Inc.
70
© The Schallert Group, Inc.
72
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
13
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
73
© The Schallert Group, Inc.
74
© The Schallert Group, Inc.
75
© The Schallert Group, Inc.
76
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
77
Targeting Top ConsumersTargeting Top Consumers
Top 10%Least amount of marketing $$,
results in largest purchases
Majority of customersReliable return on marketing
expenditures
Bottom 10%Every dollar spent returns fraction
of marketing investment
Total Available Customer
Base
© The Schallert Group, Inc.
78
Targeting Top ConsumersTargeting Top Consumers
Top 10%Least amount of marketing $$,
results in largest purchases
Majority of customersReliable return on marketing
expenditures
Bottom 10% Every dollar spent returns fraction
of marketing investment
Total Available Customer
Base
Top 1%
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
14
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
79
© The Schallert Group, Inc.
80
© The Schallert Group, Inc.
81
© The Schallert Group, Inc.
82
© The Schallert Group, Inc.
83
© The Schallert Group, Inc.
84
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
15
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
85
© The Schallert Group, Inc.
86
© The Schallert Group, Inc.
87
© The Schallert Group, Inc.
88
© The Schallert Group, Inc.
89
© The Schallert Group, Inc.
90
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
16
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
91
© The Schallert Group, Inc.
92
© The Schallert Group, Inc.© The Schallert Group, Inc.
93
© The Schallert Group, Inc.
94
© The Schallert Group, Inc.
95
www.ClownBike.com - Rich Carraro
© The Schallert Group, Inc.
96
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
17
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
97
© The Schallert Group, Inc.
98
© The Schallert Group, Inc.
99
© The Schallert Group, Inc.© The Schallert Group, Inc.
100
© The Schallert Group, Inc.
101
© The Schallert Group, Inc.
102
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
18
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
103
© The Schallert Group, Inc.
104
Destination BootCampsDestination BootCamps
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
7 BootCamps for 20197 BootCamps for 2019
© The Schallert Group, Inc.
105
© The Schallert Group, Inc.
“We were playing too
small a game!”
Becoming a Destination!Becoming a Destination!