Lew Lause, Governor District 1 (Marion)

Tim Wright, Sr., President (Painesville)

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One of the world’s most powerful cities 1875-1930 it was the “Silicon Valley” of it’s day,

birthplace thousands of firms & new products. By 1890 Cleveland was the home to half the world’s

millionaires. It was the envy of America. Most lived lived in one of 250+ mansions on Euclid

Ave., known around the world as “Millionaires Row.” 6th largest city @ 505,616 (By 1920, 5th largest. By

1930 it became the 3rd largest metro. area) John D. Rockefeller was it’s most famous personality. “Shoeless” Joe Jackson played for the “Indians” This was the environment that spawned Gyro

Governor Lew – Years of Gyro experience, career

in photography, advertising, marketing. He is a pilot, snow skies and scuba dives.

Tim – Community college marketing director, professor, Rotary District Governor, retailer, authored the textbook Marketing of Services-Leadership in Service Quality & Marketing Effectiveness

Ideas from other clubs 1/30/2012

But please keep an open mind. There should be a few items worthy of consideration.

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1. Market Gyro 2. Image and positioning 3. Hold great events !!! 4. Address service quality 5. Lew on recruitment & retention 6. Improve our “elevator speech” 7. Selected improvement strategies 8. Making it happen

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Retention – Always the first priority Recruitment

New clubs

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Laisez Faire - Predominant orientation of many clubs….and proud of it?!

Selling – We are nearly perfect, join us. “Hey, we’re so good, change isn’t needed. We’re 100 years old !!!!!

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Marketing – Constant improvement of the service “product” (Gyro) based upon member wants and needs.

Then promote it.

Takes more time Needs innovators Faces possible conflict with status quo “old

timers.” Requires information! (What does the club

NEED to refresh and market itself?)

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Look at the “hard data “ Attendance, participation, delay is rsvps,

Behavior is more predictive of results.

Observe the “soft data” Opinions, comments, surveys, discussion groups, other clubs & organizations,

Even what goofy Interim presenters like Lew & Tim have to say

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While not a “service club,” Gyro creates a “service product,” (a valued “purchase”).

Members always consider their “Return on investment (ROI).”

Gyro has all the characteristics of a service

organization… (except community & international service…..but some clubs do service projects)

Therefore……Clubs MUST be managed to

improve the PERCEPTION and REALITY of service quality. 1/30/2012

Intangible Cannot be stored, delivered in real time, or examined in advance for quality.

Inseparable from the service provider.

Perishable – Services are immediately lost

forever.

Maintaining Service Quality is a challenge

In effect, our memories

of the service experience become our images of quality

of the club and “product”

MAJOR IMAGE ATTRIBUTES?

MENS CLUB

FRIENDSHIP

FUN

NOT A SERVICE CLUB

COMPETITIVE NICHE? We all put “products” on

image lists to differentiate them in decision-making.

Usually a short list of criteria.

Positive & negative attributes

Ideally, smaller suppliers like Gyro need to occupy a niche that is difficult to match and very important to “customers.”

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After all this….

People you love to be with

Places & events you really enjoy

The grey hairs -“My father’s Oldsmobile.” Why would I want to be friends with them? Kind of boring. Sure I like some of those guys, but I also want

date nights with my wife/girlfriend, not just a chance to booze it up and tell dirty jokes.

They are so disorganized, can’t be very good. Gosh, so old fashioned. They don’t even

have a club website! 1/30/2012

Will a prospect’s experience at that event help or hinder the recruitment effort?

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As a first step, we suggest clubs begin to

address fundamental service quality issues, (club practices)

Try to be objective, don’t cling to outmoded methods or redundant social events.

When you create a more attractive club for members, you automatically create one for prospects.

The good news! More than ever, Gyro may hold an ideal position, the “

NOT a service club” club. Expectations for community service & fundraising,…

ARE GONE (or almost gone) Your responsibilities are ONLY to relax, enjoy a

wonderful night with a great group of friends. Enjoy sensational social events & venues. An oasis from the pressures of professional life. Party with fun and successful people.

ARE WE TOO POLITE IN DRIVING THIS

POINT HOME? 1/30/2012

Simply stated, a friendship club Men of character Exchange ideas in an open, friendly place Nurture friendships with like-minded people Not a service club - NO fundraising or service

expectations (most clubs) Fun for fun’s sake Friendship for friendship’s sake Just relax and enjoy each other’s company at

wonderful venues and events. Your wife or partner will love it!

Gyro must deliver on those promises. Not

just say these things, like a deceptive advertising claim, but in fact do it?

Are club leaders prepared to innovate as

needed?

Remember..…..

85.4% of short putts don’t go in.

What members experience IS THE CLUB

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We suggest the Centerpiece & catalyst to Gyro are

Creates an environment Where people become

SELF-MOTIVATED

(Especially in voluntary services)

Leadership – A system of influence

Motivation – Providing the reasons Management – Coordinating resources

Gyro might publish lists of ideas as a resource to clubs?

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Upscale venues Best restaurants (not cheapest!) Country clubs Yachting clubs Add venues with

upscale reputations, the best in your area

Garden parties/picnics Black tie dinners: Anniversary, Installation Concerts Short trips Sporting events Casinos Themed parties Do an internet search-

parties, meetings, etc.

Great club experiences create positive & enthusiastic WOM from members & guests.

WOM is by far the most effective

marketing communication in services

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SURROGATES of SQ

Do we LIKE it? Emotional reactions to the service experience and outcome (surrogate)

How does it APPEAR? Scanning for tangible evidence to infer service quality. (surrogate)

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Fun, fellowship, laughter, smiles, applause are evidence of club satisfaction.

“Gyro” becomes the memory of an experience

Are you managing that “memory?”

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Venue “meaning” rubs off on the club

Cleanliness Signage Wait staff Food quality Table settings

Member appearance Officer appearance &

behavior Greeters? Member badges Website Emailed schedules Invitations Printed materials

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Do your announcements & invitations imply quality and fun? (tangibles)

Do they build anticipation? Do “Gyrettes” see and like them? Emails can attach flyers, ecards Website descriptions Do major events have classy invitations and

RSVP vehicles?

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Lew’s ideas on

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Who among your network of friends would thrive in Gyro? Why haven’t you asked them?

Be enthusiastic about Gyro

Appoint a membership chair

Create a membership plan

Schedule a “guest night” with a great program

Give prospects promotional material –A Prospect Kit?

Invite former Gyros to rekindle interest Have parallel Gyrette events Orientation and mentoring program

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Role playing

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Rotarians own the town.

Kiwanis runs the town.

Gyro enjoys the town.

Great fun, super events, invitation-only, highly selective, with community leaders

Great people, develop lasting friendships, you and your spouse/partner will enjoy the relationships

No pressure. Relax after a busy week. Good return on investment of time. Very low cost, pay as you participate, good

return on your invested time 1/30/2012

SOCIALIZER (fast paced, relationship-oriented, recognition is key, innovative, type A) Great fun, party with successful people, super events, invitation-only, highly selective, community leaders, exclusive RELATERS (slower paced, relationship driven) Great people, develop lasting friendships, you and your spouse will enjoy the parties & friends DRIVERS (fast paced, results, boss, task, type A) No pressure. An oasis to relax after a busy week. Participate as much or as little as you prefer. Good investment of time and money. PERFECTIONIST (deliberate, needs data, task) Very low cost for high quality experiences, pay only if you participate, good return on your invested time. Best venues.

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C

A powerful learning technique for men “Testimonials” & conversation between club

presidents gives confidence & credibility Year after year Ohio Rotary club president

elects rate this as their FAVORITE part of their training

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High quality events & a signature event Great vice president - teamwork Much improved promotional tools Revised Bylaws Much more organization & planning More joint events with the Western Reserve club More interface with Gyro International

RESULTS: Increases in attendance/participation/enthusiasm 16 new members have been proposed for 2012

Fact: Gyro competes in a declining market for club and community participation

(Bowling Alone, 2000) Gyro may be EXACTLY what community active men

are seeking, a fun option, free of responsibility implied/ required by service clubs.

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Fact: Nearly 40% of Painesville Gyro’s belong to other clubs! Most members are prominent community leaders on various boards and in government. Should we look for people who are community active joiners? If so, we had better have an attractive image & value proposition to sell.

Each of us likes to associate with others very much like ourselves.

Prospective members are usually too polite to tell you why they don’t find your club attractive.

How do you appear to the spouse?

Obviously, the president is key to improvement Not the “last man standing”

Do we do enough to coach & offer leadership

training for presidents? Rotary has 3 training events + materials. Gyro

can’t replicate that, but maybe we can improve.

WHAT MORE CAN WE DO?

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Especially the Vice President!

“On the same page” as the president!

Creative – Looking for an “upgrade”

Communication skill & technology

Surround yourself with creative like-minded people Not afraid to break with

tradition

Being organized is implied quality, Everyone likes organization, even those who are disorganized!

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Is GI doing enough? Do you think clubs value our input?

Has any of it made a difference we can share?

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The real purpose of education is not to teach someone to know what they do not

know. Rather it is to cause them to behave as they do not behave.

John Ruskin

Website Gyroscope & newsletters Unsolicited reports & minutes Interims & international conventions. (Detail, attractive to Gyro’s who are non-officers?) District conventions Targeted district “how to” workshop meetings Club visits & presentations by officers Success stories with other club presidents Building relationships with innovators Response to requests

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Resources to help you with Membership

1. Market Gyro 2. Image and positioning 3. Hold great events !!! 4. Address service quality 5. Lew on recruitment & retention 6. Improve our “elevator speech” 7. Selected improvement strategies 8. Making it happen

District 1, Marion & Painesville clubs

THANK YOU & BEST WISHES

Lew & Tim

Thanks to Skip Trobetti, President-Van’s Photo (Mentor, OH) for photography