Marketing for Clubs that Don't Want to Market - Big Shifts in Marketing Today - Using Social Media Dark Posts

1. 2016 CMAA World Conference
February 22, 2016
MARKETING FOR CLUBS THAT
DON’T WANT TO MARKET

2. TODAY’S PROMISE:
Share examples of how
DARK MARKETING
can be used to drive meaningful results
at private clubs

3. OUTCOMES
1. Rolling Hills Country Club
2. The Riviera Country Club
3. Dove Canyon Country Club
4. The Loxahatchee Club

4. ROLLING HILLS COUNTRY CLUB – MEMBERSHIP
• March 2014-15, generated over 1,200 targeted leads
• Converted 73 into new membership sales (67 Full Equity)
• Since March 2015 converted over 30 additional members
• Equity membership pricing increased nearly 4x
• No product until mid-2017 and a wait list to join

5. THE RIVIERA COUNTRY CLUB – EVENTS
• In 18 months, increased catering revenues by over 6x
• In 30 months, increased on the books revenues by 10x
• Average price per event increased by over 2x

6. THE LOXAHATCHEE CLUB - MEMBERSHIP
• In 12 months, branding campaign (no “ask”) generated over
350 leads
• Membership sales increased nearly 3x over prior year –
momentum continues to build
• 70% of all membership conversions attributed to social
campaign

7. DOVE CANYON COUNTRY CLUB - MEMBERSHIP
• In the past 60 days, sold 25 memberships
• ‘Lookalike’ targeting + lead generation focus
• 100% attributed to social lead generation

8. WHO WE ARE

9. HOW DID WE DO IT?
DARK POSTS

10. DARK POSTS
Unpublished Posts that Appear
Only in the Social Media
Newsfeeds of Your Targeted
Audience Segment

11. MY FACEBOOK NEWSFEED CLUB’S PUBLIC FACEBOOK PAGE

12. MARKETING THOUGHT LEADERSHIP Gary Vaynerchuk – VaynerMEDIA

13. THE CURRENT STATE OF
MARKETING
2 BIG SHIFTS

14. BIG SHIFT #1
RELATIONSHIP
OPTIMIZATION

15. RELATIONSHIP OPTIMIZATION
GOAL:
BUILD LONG TERM EQUITY BY
OPTIMIZING RELATIONSHIPS
NOT ADVERTISER FOCUSED

16. RELATIONSHIP OPTIMIZATION
New Definitions:
• Branding = Anything that makes a deposit into a relational
equity account
• Selling = Anything that makes a withdrawal from a
customer (member) or prospect’s relational equity account

17. BIG SHIFT #2
SOCIAL MEDIA
AS A RELIGION

18. HERE’S THE RELIGION:
THE BIGGEST SHIFT IN
HUMAN COMMUNICATION
WE’VE EVER SEEN IS
HAPPENING RIGHT NOW
SOCIAL IS NO LONGER A TACTIC

19. SOCIAL MEDIA AS A RELIGION
• Social media has become the slang term for the
current state of the internet
• 70% of all mental activity time is spent in front of
a screen
• 50% of all time on a mobile device is spent on
social networks
• Static websites are becoming less relevant

20. BEFORE YOU CAN TELL ANYONE
HOW GREAT YOU ARE AND
WHY THEY SHOULD CARE…YOU
NEED ONE THING:
ATTENTION

21. 10 YEARS AGO
NOTHING THAT MATTERS IN ATTENTION TODAY
EXISTED

22. “BUT MY MEMBERS AREN’T ON SOCIAL MEDIA…”
• “Youth-ification” Phenomenon
• Age 42 Today = Age 29 Just 10 Years Ago
• Facebook: ‘Grandma Effect’
• Instagram: 42-49 Year Old Female Selfies
• LinkedIn: 41% of US Millionaires

23. NON-PROFIT EXAMPLES…
501(c)6
$325M Rev / $800M Assets
501(c)7
$50M Rev / $145M Assets
501(c)3
$85M Rev / $75M Assets

24. MOST PRIVATE CLUBS CAN NO LONGER AFFORD TO BE
ROMANTIC…

25. WE ALL SHARE THE SAME OPPORTUNITIES (AND RISKS)

26. WHAT CLUBS NEED TO KNOW
EXECUTION

27. DEPOSIT METHOD #1
DON’T SELL…
SERVE

28. IT’S ABOUT WHO YOU SERVE, NOT WHAT YOU DO
• Serve a Community
• Deliver Value
• Focus on Benefits & Outcomes
• Be Authentic

29. DEPOSIT METHOD #2
MAKE THEM PART
OF SOMETHING

30. WE BELIEVE…
• “We are in the business of making people smile”
• “Friendly competition breeds camaraderie”
• “INclusive is better than EXclusive”
• “The time families spend together is more valuable than money”
• “Our employees are the reason we have members”

31. …ENGAGE IN EXISTING CONVERSATIONS
• Be a DJ if you can’t write songs
• Act like a media network
• Target several specific audiences

32. WITHDRAWAL METHOD #1
GET THEIR
ATTENTION

33. TELL STORIES WHERE YOUR AUDIENCE IS
• Select the right platform
• Spark their interest with creative that
uses one of 4E’s
• Goal is not to convert
• Indoctrinate, engage and amaze
• Build a relationship – real life
• Commit – ROI comes from attention
THEN NOW
PRODUCT EMOTION
PRICE EVALUATION
PLACE EXPERIENCE
PROMOTION EVANGELISM

34. DARK POST CREATIVE
ROLLING HILLS – EXPERIENCE

35. DARK POST CREATIVE
ROLLING HILLS – EXPERIENCE

36. DARK POST CREATIVE
RIVIERA COUNTRY CLUB – EMOTION

37. DARK POST CREATIVE
DOVE CANYON COUNTRY CLUB – EVALUATION

38. DARK POST CREATIVE
THE LOXAHATCHEE CLUB – EVANGELISM

39. WITHDRAWAL METHOD #2
CAPTURE &
NURTURE INTEREST

40. DARK POST TO LEAD CAPTURE PROCESS
Dark Post Content
Retarget
that Topic
CTA
(Form)
TARGETED CONTENT AMPLIFICATION LEAD GENERATION

41. LEAD NURTURING
- To feed and protect;
- To support and encourage, as during the
period of training or development;
- To foster and motivate;
- To bring up, train, educate

42. WE ARE NOT ENTITLED TO
CONVERSIONS –
WE MUST EARN THEM
EDUCATION + MOTIVATION

43. THESE ARE NOT FOLLOW UP STRATEGIES…
“…if you’d like more information please don’t hesitate
to contact me.”
“…if you’d like to schedule a time to tour the club,
please give me a call.”

44. FOLLOW UP STRATEGY
• Maps to a predefined journey
• Each touch point is reverse-engineered from the desired
outcome
• Has built in contingencies using if/then logic
• Only needs to engage and create a next step
• One-to-one and personalized (email, direct mail, phone, in-
person)

45. PIPELINE MANAGEMENT

46. 5 TAKEAWAYS

47. KEY TAKEAWAYS
1. The general marketing landscape today is aligned
with the private club mentality
2. Your website will not get attention on its own
3. Social media dark posts allow you to tell stories
only to your audience where they are
4. Make deposits before you make withdrawals
5. The fortune is 99.9% in the follow-up

48. ONE MORE THING…
PLAY DEFENSE
AND OFFENSE

49. THANK YOU