Presentation on theme: "ADMINISTRATIVE MEETING Glenstone Lodge Gatlinburg, TN November 1, 2014."— Presentation transcript:
ADMINISTRATIVE MEETING Glenstone Lodge Gatlinburg, TN November 1, 2014
Facebook for Ski Clubs Questions: Who has a personal Facebook page? Does your Club have a Facebook Page? How many who have a personal Facebook page or page for your Club are actively updating it? Goals: Attracting new members? Selling trips? Generate website traffic? Because everyone else has one? Your Club’s page is just like a business page – treat them the same!!
Obvious benefits: Branding Member engagement Subtle benefits: Driving website traffic Generating lead on new members Giving members a voice – let them know they’re special – share what they share!! Share what members say!! Use all the features your page has to offer – e.g. create events, promote and sell your trips!! Respond to all comments left on your Club’s page. Your followers want to know you see their comments!!
Posting: Provide Value a.80/20 Rule. 80% of your posts should contain relevant material that will benefit your members, 20% should be promotional. b.Talk about the ski/snowboard industry. c.“Like” industry pages (resort, retail, etc.) Summary: Have a goal!! Update regularly Provide consistency Post relevant material & provide value Lead generation – goal is to gain new members!!
Ways to Promote your Club in Today’s Internet and Social Media World: Facebook Twitter Linked In Meetup Emails Links to websites Links from websites Brochures Newsletters Emails Word of Mouth Events We are all sharing passion for skiing and snowboarding!!
THE BASICS OF BRANDING: Branding is one of the most important aspect of any business. Ski Clubs are a business. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean and how does it affect your ski clubs? Your brand is your promise to your members. It lets them know what they can expect from your trips, events, and is derived from what your Club is, what you want it to be and what your members/prospective members will perceive it to be. Is your Club the innovative maverick in your industry? Or the experienced, reliable one. Are it providing the high-cost, high-value option, or the low cost, high-value option. Your Club can’t be both – it should be based on who your target members want and need you to be. The foundation of your “brand” is your Club’s logo. Your Club’s website and promotional materials – all of which should integrate your Club’s logo – communicate its brand.
Brand Strategy & Equity: Your Club’s brand strategy is how, what, where, when and to whom your Club plans on communicating and delivering your brand strategy: Where you advertise Distribution channels What you communicate visually & verbally Be consistent and have strategic branding strong brand equity Defining your Club’s brand: Is like a journey of business self-discovery and can be difficult, time-consuming & comfortable. At the least: What is your Club’s mission? What are the benefits and features of your Club’s products or services? What do your members & prospects already think of your Club? What qualities do you want them to associate with your Club? Do your research. Learn the needs, habits and desires of your current and prospective members. Don’t’ rely on what you think they think. Know what they think.
Once your Club’s brand is defined, how do you get the word out? Get a great logo. Place it everywhere. Integrate your brand. How your respond and give information to members and prospects, your e-mail signature, everything!! Create a “voice” for your Club that reflects your brand – apply it to all written communications and visual materials, online and off. Develop a tagline – a memorable, meaningful & concise statement that captures the essence of your brand. Design templates and create brand standards for your Club’s marketing materials – be consistent. Be true to your Club’s brand – members won’t return – or refer your Club – if your Club doesn’t deliver on its brand promise. Be consistent – this involves all of the above and is the important tip we can give you for your Club. If you can’t do this, your attempts at establishing a brand will fall!!
If your Club had a resume, what would it say? Your members do a lot, you have a history of successful events!! Blow your own horn!! List your accomplishments: Past Ski Trips Summer bike events Club has hosted events & trips throughout the USA and all over the world!! (e.g. Crescent trips to resorts including Alyeska, etc.) List the number of dues-paying members this year List the number of members throughout the Club’s history Show a solid history – when was your Club founded? Add information to your resume on Upcoming Ski Trips
What is your club’s most basic value proposition – what are you truly offering members? What sets your club apart from other clubs? What would you tell someone in the elevator about your Club? Clubs promote better lives – the overall goal is to promote fellowship through a shared passion for an activity!!
Places people find you: Website: a.Keep your website attractive, interesting and most importantly, UP TO DATE b.Your website is the base of information c.Your website is the center of the circle Links from other websites Club events and meetings External events, like ski shows Through the Council and other Clubs In publications At businesses (ski shops, sporting good stores, etc.) On the playfields (ski resort, chairlift, tennis court, etc.) Bulletin boards (Coffee shops, ski shops, REI, etc.) Referrals and recommendations from a friend
Marketing ideas: Calendar Email updates Websites Facebook Twitter Instagram Meetup Club brochure or quick handout Signs for all events – name tags Business cards Newsletters/regular updates Membership forms easily and readily accessible Trip/event forms Add PayPal for events and membership On Trips use Instagram, Twitter, Pinterest, Facebook, etc. to create buzz
Importance of Clubs to increase membership: Keeps clubs/councils vibrant Keeps industry involved Insures longevity Demographics: Ages 35-45 – have disposable income, reach out to motivate this age group to join your Club, and recognize the need to accommodate for families. Women: In the 1970s, clubs and councils emerged and grew because women like to socialize with women
Suggestions to attract new and younger prospective members: Contact HR departments in the area and encourage employees to join trips Work with alumni associations Work with local colleges, universities, tech schools, junior colleges, community colleges Participate in civic organizations Invite local media to cover your Club’s events Advertise and send out fliers Contact local gyms Work with local retail shops Refer newcomers to your club Create events and invite sponsors – e.g. equipment demo night, boot fitting, fashion show Invite speakers to your meetings: suggestions are (1) How to get a perfect boot fit; Travel specialists; ski/snowboarding tips, equipment trends, professional athletes, health and safety tips, ski/snowboard video night
Incentives to increase your Club’s membership: Offer members to recruit new members Assign ambassadors to greet and make any new guests feel welcome Reach out to former members Work with other Clubs (cycling, running, hiking, kayaking, mountain biking) to offer combined memberships Age Awareness (very important): Have activities specific to younger participants Have a younger member serve on the board Have activities specific to families Have activities specific to 60+ members Start a junior racing team
Additional Marketing Ideas: Club logo wear Participate in charity events and have inexpensive t-shirts made for your team. Participate in local events Ski pictures on cell phone Make sure all Officers, Board Members and Trip Leaders know how to deliver an effective presentation!!
Trip Selling Points: Everything is planned for you Discounts on lodging, lift tickets & equipment rentals Trip Leader to rely on You will always have someone to ski with at your level and when you want to Tell interested people the places your Club has been and is planning!! Have handouts that spell out the advantages of the trips Tell them about the convenience of having everything arrange for them when they join your Club’s trips!! Make it your goal to make them want to go skiing/riding with your Club.
The big 4 benefits that sum up what your Club offers on its trips: Convenience Lodging, lift tickets, transfers, group air option, discounted rentals, organization of great parties & activities & après ski events Camaraderie Meet new members, always have someone to ski with of any level, someone to eat with, shop with, come back with lots of new friends Knowledge/Experience An experienced trip leader who can handle any issues that might come up and oversee the group to create a trip with great memories Value Club trips include significant discounts on lift tickets, rental equipment, ski school, and group parties, dinners, and lunches to give the participants the most for their money
SOCIAL MEDIA FACTS: Every second: Facebook – over 684,478 items are shared Twitter – 100,000 tweets are sent Google – 2,000,000 Google search inquiries happen iPhone App Store – 47,000 Apps are downloaded Instagram – 4,600 Instagram Photos are shared You Tube: 340,000 Years of online video is watched per day. 4 Billion videos are watched per day online 68% of viewers share their videos
Social Media Explained with Donuts: Twitter – I’m eating a donut. Facebook - I like donuts!! Instagram - Here’s a crappy photo of my donut. You Tube – Watch me eat a dozen donuts. LinkedIn – My skills include donut eating. Pinterest – Here’s a wedding cake made of donuts.
What is your next step to promote your Club, increase your membership? Go for a walk, write everything down, take on multiple hobbies, frequent coffee houses and ski and sport shops! Go for it – it’s time to get started!!