Sales & Retention Convention

Session 1

Outreach - Digital vs Traditional

What is Lead Generation and why What is Lead Generation and why is it so important?is it so important?

Sales and Marketing and the rule of.... Sales and Marketing and the rule of....

7 times to exhaustion

2% of sales are made on the 1st contact

3% of sales are made on the 2nd contact

5% of sales are made on the 3rd contact

10% of sales are made on the 4th contact

80% of sales are made on the 5th – 12th contact

 

The real truth...The real truth...This is the real truth about the Rule of Seven.

It takes time for people to get to know about your Centre and remember:

your name, your branding, your facilities, your team and your beliefs.

Once they know you and understand your true value – then, and only then, will they be ready to buy.

Sales Process ManagementSales Process ManagementMarketing options:1930’s – 1990’s Marketing - Very little changed

Phone / Direct Mail / Signage / TV & Radio / Face-to-Face

2000’s Everything has changedPeople see different messages and respond differentlyHow can we manage these processes

Plan / Organise / Plan / Organise / Plan

Sales Process ManagementSales Process Management

One boot does not fit all – Some ideas will work with adaption

You can’t do them all and the golden rule….

Lead GenerationLead Generation

Outreach is part of Outreach is part of Lead GenerationLead Generation

How does your centre/club generate leads?

Types of lead generationTypes of lead generationLet’s look at some examples of lead generation

Hot calls / cold callsMember Referrals

Community OutreachStands in areas of high and relevant footfall

Banners / flyers Direct Mail

Social Media - Digital comps / shares / likes PPC (Pay per click)Email marketing

Website Leads & SEO Phone calls

To name a few, there are many more forms of Outreach – Focus for today

Lead GenerationLead Generation

What traditional community outreach have you done in the past?

Lead GenerationLead GenerationHow do other industries do Community Outreach

Traditional Leisure Industry Traditional Leisure Industry Community Outreach methods Community Outreach methods

Some Examples

School Fete – Rower Challenge – Challenge and Collect details in exchange for a day pass

Get fit for Summer – Sports Relief Dress Up – Donate and get a day pass

Community Outreach - Christmas – Santa / pies / etc.

TechniquesTechniques

Is traditional community outreach difficult?

What makes Outreach easy?

Vehicle to convey a message

Vehicles Vehicles – Low Cost – Low Cost

Examples?:

Easter - Bunny - Eggs!

Valentines - Cupid - Love Hearts

Fireworks - Guy - Glowsticks

Fayres & Fetes - Stall - Goods

Outreach Event Ideas

Outreach Event IdeasOutreach Event IdeasCharity Piggy Back Wear it pink Comic Relief Children in need Christmas Fayres School Fayres Firework events Best Scarecrow

Olympics / Commonwealth etc.

Local Tennis and Bowls Clubs, all local sports clubs Carnivals Australia Day Contra Deals – BMW

Contra Deals – Hairdressers Knock Knock – Door to door Duck race Pancake race Slimming World, Weight Watchers

Easter – Egg Hunts, Bunny Outfits Sporting Events – Euro’s, Five Nations, Boat Race,

Summer Smoothie

Enter teams for Tough Mudder / local run Chinese New Year St Georges, David's, Patricks, Andrews Day

Back to School – Late August

MacMillian Coffee Morning

Pre-qualifyPre-qualify

Who?

What and who should we look for?

Next LinesNext Lines

We are from..

Have you heard of?

Softeners Softeners Use the Vehicle

Out of curiosity....

Out of interest...

Do you mind me asking...

Have you heard of?

Create your own

Next Lines

We are from..

Have you heard of?

Have you heard?Wow you have never...... Are you not local

That’s great, did you used to be... was it as a ...

Did you use/see...

Well as you haven’t...

Made some further improvements....

H U GH U G

History

Usage

Goals

InviteInvite

“I would love you to see more of it” or

“I would love you to see the centre again”

I can offer... When is best for you evenings or weekends?

All you need to do....

Have you heard?Wow you have never...... Are you not local

That’s great, did you used to be... was it as a ...

Did you use/see...

Well as you haven’t...

Made some further improvements.... New facilities, new instructors, classes etc.

Traditional Outreach Planners

Digital Outreach methods Digital Outreach methods

How do we relate the previous techniques for traditional with digital?

Social Media Social Media

How does the industry relate to Social Media

Build a relationship or advertise?

Digital Outreach methods Digital Outreach methods Relationship building across the platformsPlatforms used:

FacebookTwitter

Instagram YouTubePinterestLinkedIn

Platforms – know your marketPlatforms – know your marketReturn on engagement , not a return on investment

So many platforms – how do we know which ones to use? Know your audience and know what they use: FacebookTwitterInstagram YouTubePinterestLinkedIn

Social Media General RulesSocial Media General RulesBranding Branding is everything with Social Media Marketing – Nike, McDonalds, Starbucks, Costa, Coca-Cola, Red Bull What it your brand ? Think about Logo, Font, Colours, Images How you present yourself on Social Media is how people will “feel” about your company. Biggest Mistake a SME can make in the Leisure Industry is I’m a small operator. I don’t need to worry about branding,

it can’t influence, it absolutely can

Social Media General RulesSocial Media General RulesSome key tips and hints Uniqueness – what makes your leisure facility different

Knowledge of the target market and what they are interest in

Consistent in your message – member orientated or promotional focused? Achieve balance

If you come to a standstill with your marketing activity, your business comes to a standstill Give value – don’t make the sale – don’t go for the sale... ever. What does Social mean?

Be an expert in your field

Engage with your audience and plan ahead

Platforms – FacebookPlatforms – FacebookStat attack!

More people use Facebook than any other platform. Of all adult worldwide internet users, 72% have a Facebook account.

The daily use of Facebook dropped by 20% from 2012 – 2016 by the 18-24 category.

However, a rise in activity of 32.6% in the 35-54 demographic

Facebook’s biggest growth area was 55 plus with a growth of 78.4% !!

Facebook – Quick TipsFacebook – Quick TipsLike button on all website pages Include your Facebook Page everywhere Use in your email signature Share across other Social Media platforms Interact with others to get comments and shares. Create Groups - Aqua Ladies, Runners etc.

Create Events – Evenings out, Gym Challenges Advertising on Facebook Content is absolute king Marketing Land Survey – readers are more likely to be four times more likely to engage with a post if it has an image or video Ask Questions within your posts, but not all of the time. If someone replies, respond where possible or a simple like 

Don’t lock down, allow people to post Review your business – ask Members too, perhaps even an incentive to do so Ask Members to post anything that is relevant and positive for your business Use hashtags and Facebook handles Schedule ahead

Remember why

Platforms – twitterPlatforms – twitterCertain principles apply across all platforms, however there are some differentials; Firstly demographics, 24% of online users have a Twitter account versus 72% Facebook

92% of all interaction with a tweet is in the first hour

Posting several times a day can have a better effect Use of hashtags to connect with a subject Share your twitter feed on Facebook / website – only if regularly updated Be conversational

Other functionality such as Twitter Moments and Twitter Chat, can be time consuming and not offer a great return on your investment of time.

Platforms – Instagram SummaryPlatforms – Instagram Summary• Instagram – is summarised beautifully by the saying “a picture is worth a thousand words”

• Instagram has fewer users than Facebook and Twitter and some other platforms

• It has the highest level of engagement than any other platform by far

• 51% of all of Instagram's users are aged 18-24 (as of December 2015)

Platforms – YouTube SummaryPlatforms – YouTube Summary

Use this as your base point of relevant video to then post back out

With expectation to “off the cuff” video

Links into other platforms and increases your SEO.

Content Content

Ideas