1. 1 PowerPlaySales & Marketing Systems™ 3 Strategies in 30 DaysHow to Put Northern Bay Back on the Map Solution Brief
2. 2 Agenda 3 Strategies in 30 Days Website as a marketing platform http://www.northernbaywi.com Drive internet traffic Paid search Organic search Affiliate sites Leverage email Owner’s network Previous resort visitors Existing email list
3. 3 A Word On Marketing & Sales:What’s Marketing Real Purpose? Capture the attention of your target market Give the prospect or customer the hope that reading or listening to your marketing piece will give them enough information to facilitate their making the best decision possible when buying whatever you sell…. Give them a low risk offer to take the next step….a sales rep call is NOT low risk. Make Your Company More Money!
4. 4 3 Stages of PowerPlay Marketing Have Something Good To Say This is our Inside Reality It represents all the value that Northern Bay provides. The amenities, the golf, the marina, the ambiance. Everything that makes Northern Bay unique. Say it well This is our Outside Perception It is how Northern Bay is positioned in the mind of the prospective market. Say it often This is our execution strategy It is how we will leverage superior forces at the point of contact to persuade more of our target market to stay and play at Northern Bay.
5. 5 Assumptions In the short term we have to assume that: Have Something Good To Say and Saying it Well are already accomplished... That doesn’t mean they shouldn’t be optimized, but we clearly have assets that satisfy the requirements Therefore the remainder of this presentation is about “Saying it Often” Website Internet Traffic Email Marketing
7. 7 Goals of the Website A platform that converts visitors into Customer’s that reserve a room Prospect’s that leave their email address Previous guests who leave positive ratings on the site
8. 8 Web Platform Requirements Clean and modern Facilitates organic search engines Provides conversion funnels for prospects Easy to update and change
9. 9 A NEW Fresh Website in Days (Not Months)http://www.northernbaywi.com Created with Word Press Completed in 2 days Optimized for Organic Search Easily customized Leverages social media Integrated a low end reservation system to make a point about ease of use This is just an example to make a point
11. 11 Keys to Internet Traffic Be relevant to searchers Be where searchers search Google Web aggregators www.wisdells.com www.dells.com www.wisconsindells.com Leverage key internet strategies Paid search Organic search
13. 13 Paid Search NO results in top search box Under-leveraged Low competition Ride the shoulder’s of larger competitors to get impressions and clicks Two competitors and one aggregator
14. 14 Paid Search Leverage competitive terms Gain exposure Get clicks Close on website
15. 15 Organic Search Not a bad ranking for term Dells golf But could be improved Research key terms Leverage in web platform
16. 16 Organic Search Local search box Northern Bay not present Deploy strategies and tactics to increase rankings
22. 22 Our System: Owner Email Outreach We put our contacts into a system The system automatically sends out introductory emails The system allows people to click to see the resort We continue to send out periodic emails to promote the resort – ALL YEAR ROUND We can share metrics and additional ideas to drive traffic to Northern Bay
23. 23 How Does It Work: Introduction Capture Network Contact Names Spreadsheet Online Form Open? Open? No No Yes Yes Email1:Introducing Northern Bay Email2:Introducing Northern Bay STOP Email3:<First Name> - Look atNorthern Bay STOP Click Click Click
24. 24 How Does It Work: Periodic Promotions Email Database Seasonal/Promo1 Seasonal/Promo2 Seasonal/Promo3 Click Click Click
25. 25 How Does It Work:Get Names In Database Excel Spreadsheet Email Database Web Form
26. 26 How Does It Work: Email Details From Line: Personalized From You CANSPAM: Personalized From You Salutation: Personalized To Your Contact
27. 27 Leverage Previous Visitors and CRM Data E- Commerce Data Sales Database Purchase History Search Data Site Analytics Customer Marketing Database Message Response Data Scoring Direct MailsEmailsOpt-insRSS FeedsMobile Devices Surveys LandingPages
47. 30 Conclusion My goal is not to tell you how to do your jobs, I want to facilitate a conversation about how I can help This is my expertise, the firm I own executes these strategies for top brands across the country Nestle Gerber Lean Cuisine Leaf Guard (Many other’s) I’m not looking for a big payday I know this resort can be 1st class A rising tide raises all ships Let’s get together to discuss
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