This presentation from the 2013 Club Manager's World Conference explores the similarities in the challenges that private clubs face from a marketing perspective, and those of arguably one of the most successful marketing organizations in the world, Apple. In the late 1990's Apple was struggling due to a number of reasons that many private club operators will empathize with. The story of how they overcame this adversity by focusing on a set of core philosophies, thinking differently, and delivering enrichment for their customers provides a relevant lesson for anyone faced with a challenging operating environment. At the core of their DNA, is Apple's Marketing Philosophy - a simple yet powerful model for marketing that should be examined by every private club and exclusive hospitality venue.

1. Think Different
What Apple Can Teach Private Clubs
Presented By:
Shannon Herschbach
Pipeline Marketing Group
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2. Introduction
• 16 Years of Private Club Experience
• Former Private Club GM
• President of Pipeline Marketing Group
• 22 Sales Professionals
• Represent $40 million in annual membership and
event revenue
• 800+ Pipeline 360 CRM Users Worldwide
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3. Agenda
• Think Different (Changing Perspective)
• Apple’s Principles of Success (Culture)
• The Apple Store (Case Study)
• Delivering Enrichment (Employees, Members, Prospects)
• Takeaways
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4. Private Clubs...
• Struggled in Past 5+ Years
• Complacency
• Tarnished Brand Image
• Unfocused Objectives
• Slumping Sales
• Niche Customer Base
• Expensive Products
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5. The Apple Doesn’t Fall Far...
• Apple experienced massive failures in 1990‘s
• Complacency
• Tarnished Brand Image
• Unfocused Objectives
• Slumping Sales
• Niche Customer Base
• Expensive Products
Brink of Bankruptcy in 1997
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6. Think Different.
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7. Think Different
1997 Apple Marketing Campaign
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8. Think Different
• Steve Jobs rejoined Apple in 1997 and launched
cultural shift
• Streamlined products
• Challenged “it’s never been done that way”
• Simplified and “removed clutter”
• Implemented “emotional experiences”
• Revitalized the brand image through marketing
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9. Apple’s Principles of Success
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10. Core Principles
Drivers of Apple’s Success
Passion
“People with passion can change the world”
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11. Core Principles
Drivers of Apple’s Success
Vision
“Put a dent in the universe”
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12. Core Principles
Drivers of Apple’s Success
Ignore the Critics
“Great ideas often receive violent opposition from
mediocre minds”
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13. Core Principles
Drivers of Apple’s Success
Simplicity
“What’s removed is as important as what’s added”
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14. Core Principles
Drivers of Apple’s Success
Master the Message
“Boil the story down to its syrupy goodness”
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15. Core Principles
Drivers of Apple’s Success
Sell Dreams Not Products
“Help them reach their dreams”
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16. Core Principles
Drivers of Apple’s Success
Enrichment
“Create insanely different experiences”
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17. Private Club Culture
• Passion
• Vision
• Ignore the Critics
• Simplicity
• Sell the Dream
• Master the Message
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18. Case Study: The Apple Store
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19. The Apple Store
• In late 1990‘s Apple was losing control of the
customer experience
• Competitors were failing around them fast
• Economy was in turmoil
• They had no experience in retail
• They had 4 products
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20. The Apple Store
• In 2001 Apple opened their first retail stores
• Delivered an “Emotional Experience” - more than just a
place to buy things
• Touch Museum
• Genius Bar
• Unique Programming
• No apologies for price - value through enrichment
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21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. 27

28. The Apple Credo
“We are at our best when we are
creating enriching experiences.”
But how do they do it?
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29. Creating Enrichment
1. Inspire Your Internal Customers
2. Serve Your External Customers
3. Set the Stage for Your Prospective Customers
4. Deliver the Story
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30. Creating Enrichment
1. Inspire Your Employees
2. Serve Your Members
3. Set the Stage for Your Prospective Members
4. Deliver the Story
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31. Inspire Your Internal Customers
(a.k.a. Employees)
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32. 32

33. Apple Hiring
High Standards
“We’ve actually
• Hire only “A” Players passed on smart,
talented people that
• Push past and outside comfort zone could have had an
immediate impact on
• People buy from people
our bottom line
• “Salespersonality” because they don’t fit
in with our company
culture”
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34. Apple Hiring
The Criteria
1. Do they display “Grit”?
2. Can they provide Ritz Carlton level service?
3. Could they have gone toe-to-toe with Steve Jobs?
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35. Apple Hiring
“Salespersonality”
• Educate Gracefully
“People need to trust the
• Take Ownership Empathetically messenger
before they trust the
• Recommend Persuasively message”
• Get to 'Yes' Respectfully
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36. Private Club Sales & Marketing
The Lonely Island?
Experience
Goals Support
Selling Skills Training
Tools Mentoring
Tracking Collaboration
Inspiration Too Many Hats
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37. Private Clubs
Chief Operating Officer Superintendent Golf Professional
?
Executive Chef Controller Sales & Marketing
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38. Great Salespeople Nature
1. Rarely perceive obstacles
Nurture
1. Pre-call planning
Born or Made? 2. Overcome rejection
3. Read and relate
2. Cold calling
3. Networking
4. Like people 4. Gaining commitment
5. Don’t need to be liked 5. Pipeline management
6. High sense of urgency 6. Sales processing
7. Listening 7. Buying motives
You can train a salesperson 8. Definitive lifestyle goal 8. Outcome setting
to be good... 9. Empathetic
10. Ambitious
9. Stating control
10. Rapport building
11. Modest 11. Time management
12. Lack of gregariousness 12. Handling objections
13. Fearless 13. Negotiating
At least 50% is Nature 14. Conscientious 14. Closing skills
15. Curious 15. Technically savvy
16. Assertive 16. Service model
17. Tactful 17. Follow up
18. Persuasive
19. Honest
20. Patience
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39. Training
Apple Private Club
?
• 14 Day Initial Sales Training
• Ongoing Structured Mentoring
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40. Apple Training
Sales Philosophy:
“Everyone is in the Business of Selling”
• Approach customers with a personalized, warm welcome
• Probe politely to understand all needs
• Present a solution for the customer to take home today
• Listen for and resolve any issues or concerns
• End with a fond farewell and an invitation to return
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41. Apple Training
“Presentation Matters”
Do Not Use Use
“Unexpectedly Quits”
• Body Language “Crash”
“Hang”
“Does Not Respond”
“Stops Responding”
• Eliminate Negativity
“Bug”
“Condition”
“Issue”
“Problem”
“Situation”
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42. Training vs. Mentoring
“The Recipe”
• Training teaches the recipe
• Memorize the recipes - cook a few meals
• Sets expectations
• Provides foundation for future growth
• Provides tools and best practices
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43. Training vs. Mentoring
“The Technique”
• Mentoring teaches and hones the technique
• Builds on training - cook thousands of meals
• Provides a framework
• Facilitates action
• Increases productivity, confidence and close ratios
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44. Mentoring
“Fearless Feedback”
• Objective data
• Peer review
• Inspect what you expect
• Collaborate, Inspire, Challenge
Focus on Activities, Not Results
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45. Serve Your External Customers
(a.k.a. Members)
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46. Apple Service
Service Philosophy:
“Make the Customer Happy”
• “We guide every interaction”
• “We strive to inspire”
• “We enrich their lives”
• “We take personal initiative to make it right”
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47. Apple Service
“Create Enriching Experiences”
1. Tell them how your products will enrich their lives
2. Unleash their “Inner Genius”
3. Build relationships = Loyalty
4. Make customers feel celebrated for who they are
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48. Private Club Service
“Enrich their Lives”
• Life Support - Concierge
• Health & Wellness
• Security & Safety
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49. Private Club Service
Unleash their “Inner Genius”
• Guest Speakers
• Instruction (Cooking, Dance, etc.)
• Reciprocal Privileges
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50. Private Club Service
“Building Relationships = Loyalty”
• Unique Programming
• New Member Integration
• Retention Initiatives
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51. Private Club Service
“Make Members Feel Celebrated”
• Surprise and delight - even they’re away from the Club
• Celebrate milestones
• Appreciation for supportive Members
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52. Set the Stage
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53. Apple’s Marketing
“DNA”
1. Empathy
2. Focus
3. Impute
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54. #1 - Empathy
“Understand Their Needs”
• Benefits vs. Features
• Emotional vs. Rational
• Friendly
• Remove Barriers
• Communicate in the Language of Your Audience
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55. Empathy
This is how Apple does it
Mac PC
They make high-tech friendly
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56. Features
This is how most Clubs do it
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57. Benefits
But isn’t this what people really want?
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58. Emotional vs. Rational
“Reason Leads to Conclusion, Emotion Leads to Action”
Emotional Rational
Experience First: Rules Second:
• Awareness Events • “Must be Sponsored”
• Club Functions • Prices on Website
• Club-Sponsored • Application Materials
Community Service • Rules & Regulations
• Guest Speaker Events • Bylaws
• Holiday Events • Credit Check
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59. Friendly
• Private clubs must prove
they can be friendly
• One of the best ways to
establish a friendly brand
is through validators
• Marketing should be
geared towards validating
your brand
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60. Remove Barriers
Negatives: Silent Objections:
•“No”
•“Restricted”
•“Prohibited”
•“Required”
•“Limited”
•“Strictly Enforced”
•“Only”
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61. Use Their Language
• Use FAQ’s to Explain the
More Complicated Nuances
• Legal Jargon Should be
Reserved for the Club’s
Bylaws / R&R’s
• Don’t Make It Intimidating,
Just Explain the Basics
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62. #2 - Focus
“Eliminate the Unimportant”
• Marketing Message
• Subtract First...Add Second
• Focus on Your USP
• Know Your Audience
• Eliminate the Clutter
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63. Marketing Message
“Everyone Needs a Headline”
• Grabs attention
• Offers core benefit
• Sets up the story
• Convinces them to learn more
• Memorable and repeatable
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64. Headlines
Private Club Examples
• “The Friendliest Club in Cincinnati”
• “Club 33 - The Most Exclusive Address in all of Disneyland”
• “100 Years of Tradition with a Modern Twist”
• “An 88 Year Party”
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65. Subtract First
“Less is More”
• Don’t ask “what we can add?”...
• Until you first ask, “what can we take away?”
• Don’t include everything
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66. Unique Selling Proposition
• Identify your unique abilities
• Determine your strengths and weaknesses
• What minimal effort = maximum benefit? (80/20 Rule)
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67. Target Market
• Identify Your True Fans
• Demographics
• Tapestry Segments
“I don’t know the key to success,
but the key to failure is trying to
please everyone.”
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68. Eliminate the Clutter
• With messages, think bite
size morsels, not entire
meals
• Success is achieved when
prospects easily repeat your
message to others
“A Club at the Finest Meeting of Land and Sea”
- Monterey Peninsula Country Club
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69. #3 - Impute
“People DO Judge a Book By It’s Cover”
• It All Matters
• Touch Points
• Extend the Experience
• Branding
• Go One Step Further
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70. It All Matters
• Attention to Detail
• Consistent Brand Image
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71. It All Matters
Consistent Brand
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72. It All Matters
Curb Appeal Warm Welcome Sales Ready
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73. Touch Points
• Sequencing
• Marketing Process / Calendar
• Sales Process
• Communication Protocols
• On-boarding Process
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74. Extend the Experience
“The sale starts after the purchase”
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75. Extend the Experience
Passport Programs
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76. Extend the Experience
Ambassador Programs
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77. Branding
Apple Clubs
Promo Hardware Promo Hardware
Stickers Guest Passes
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78. Go One Step Further
“Unboxing”
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79. Deliver the Story
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80. Deliver
“Tell the Story”
Online Marketing Offline Marketing
• Social Media • Networking
• Online Optimization • Community Involvement
• Press Releases • Member Initiatives
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81. Embrace Social
• Reach Your Desired Audience
• Reach their Friends and Business Associates Too
• Generate Real Leads
• Fraction of the Cost
• Real Time Feedback
• You Don’t Need a Profile Page
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82. Embrace Social
Facebook Campaign LinkedIn Campaign
Message
30 Qualified Leads in 30 Days
Result
720,000 Impressions
Total Cost: $400
30 Qualified Leads in 2 weeks
10,000 Impressions
Total Cost: $200
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83. Online Optimization
• Online Listings: Google Places (Google+)
• Update Profile Information
• Use Your Headline
• Use Non-Competitive Keywords
• Pictures and Videos
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84. Press Releases - Online
• Reach Your Desired Audience
• Big Reach
• Relatively Low Cost
• Live Online Forever
• Use Keywords
• Tell Stories - Don’t Sell
• Include Links
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85. Networking
• Industry Organizations
• Associations
• Realtors
• Awareness Events
• Partnerships / Strategic Alliances
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86. Community
• Charities
• Scholarship Funds
• School Fundraisers
• Disaster Relief
• Holiday Campaigns
• Environmental / Economic Impact
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87. Member Initiatives
“March Madness” “Just One”
Referral Initiatives
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88. Member Initiatives
• Help your Members help you
• Equip them with the right words and information
• Reward them with things money can’t buy
• Time-bound vs. ongoing
• Internal communication = External communication
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89. Takeaways
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90. The Apple Brand Today
• Simple • Innovative
• Easy to Use • Personalized
• User-Focused • Coherent
• Fun • Quality
• Humorous • Memorable
Different
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91. Apple Statistics
• Annual Revenue $150 Billion = GDP New Zealand
• Over 400 Million iOS Devices Sold (iPhones, iPads, iPods)
• Nearly 400 Apple Retail Stores in 13 Countries
• $50 Million Annual Sales per Store
• 30,000+ Employees
• Second Most Valuable Company in the World
As of December 2012
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92. Takeaways
• Clearly define sales roles, responsibility and touch points
• Remove barriers, silent objections and negativity
• Know your USP
• Simplify your message and remove the clutter
• Ensure a consistent brand image
• Identify the stories and develop the headline
• Embrace targeted awareness through social channels
• Get your story heard
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93. “Look at the opposite of what
people are doing. The methods
the vast majority of people use are
sub-optimal.
If it is the only way it has ever
been done - how do you know it’s
the best method?”
Think Different.
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94. Shannon Herschbach, President
• Sales & Marketing Consulting
Phone: (888) 360-7473 ext. 101 • Social Media
Email: shannon@pipeline-inc.com • CRM Software
Web: pipeline-inc.com
• Sales Mentoring
• Sales & Marketing Outsourcing
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