12. CHOOSE A LIFESTYLE
• People do not buy good based on the explicit benefits of the product.
• People buy the good to fit into the society that is exclusive to having that
product.
13. “Generally, people buy products that are consistent with their
positive, or aspirational, image of themselves.”
–DEBBIE WILLIAMS
15. A T O U C H P O I N T I S W H E N E V E R S O M E O N E E X P E R I E N C E S Y O U R C L U B I N A N Y W A Y.
TOUCHPOINTS
16. •
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format of general meetings
office hour location
workshop topics
keynote speakers
membership tier titles
choice of music at event
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fundraiser activities
sponsorship package
executive étiquette
titles of executive positions
titles of “members”
IDENTIFY TOUCHPOINTS
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membership signup method
tabling
event tickets
method of payment for events
e-newsletter
Facebook Page
sponsors, who are they?
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coat check
event greeter
venue
hot vs. cold food being
served
food being served on
napkins vs porcelain plates.
20. I M P L E M E N TAT I O N :
PROMOTION
• Why should someone care about
your event?
because…
• “What would happen to my image if I
don’t attend your event?”
• “What experience do I risk missing
out on?”
21. I M P L E M E N TAT I O N :
EVENT PLANNING
• How will someone experience our
club’s “lifestyle” at my event?
• You must integrate your lifestyle into
the subtle significance of your
touchpoints.
• For a X-hour period, attendees need
to be LIVING IN THE MOMENT of
the night’s lifestyle you built for that
event.