Recently this question popped up on my phone: It came from Dan Schmitz, a friend and colleague of mine in the private club industry who also sits on the membership committee at his local New Jersey club. He was heading to his committee meeting that evening to discuss strategy. I thought about it briefly and then typed the following reply: Dan was …
Membership Is Not a Logical Purchase
[symple_box color=”gray” fade_in=”false” float=”center” text_align=”center” width=””]This is part 2 of a 3 part series on modern membership marketing strategy. You can read part 1 here.[/symple_box] Think about the last pair of shoes you bought. Did you buy those shoes because they had more leather per square inch than the competitor? Or did you buy them because there were exactly 48 …
Membership is Not a Sprint
When it comes to private club membership, sales is not a sprint. Most people will agree with that simple and trite statement. You’ve probably heard it before from a board member or even a general manager. The problem is, the advice that comes next is often wrong too. The classic follow up to “it’s not a sprint,” is usually “it’s a …
2015 Review and 2016 Marketing Predictions
As a new year quickly approaches it’s time to recap the year that was, as well as make some bold predictions for 2016. Let’s face it folks, marketing is not an inexpensive proposition. Whether it’s time or money or both, it’s important to maximize the resources you have available and generate a reasonable return on that investment. The goal of this report is to point you …
5 Ways to Avoid Paralysis by Analysis
As the head of a design and marketing firm I’ve often run into the client that just can’t make up their mind. One day they love my design and vision for a campaign, and the next they’re sending me an email with changes and updates. You’ve probably experienced this in your business too, and maybe even been an offender. I see …
Amazon to Disrupt Grocery with Drive Thru, and Why it Should Matter to You
On-demand will always win. Until you figure out how to deliver your products and services faster, you WILL lose marketshare. It’s a reality. It’s a promise. When the wheels start moving- in this case the wheels of consumer demand for more efficient delivery – you better hop on the train or you risk watching it leave the station. Amazon is …
Don’t Let Your Customers “Cut the Cord” on You
3 Tips for Building a Stronger, Faster On-Demand Brand With HBO and Showtime’s forays into cable-free subscription models, the on-demand world can officially say it has arrived. Sure, Netflix and Hulu have been providing on-demand content for years, and forward-thinking media outlets have begun releasing applications to app stores, game consoles, smart TVs and more–but when an entrenched player like …
Work Smarter, Not Harder By Repurposing Content
When I married my wife she gave me A LOT of fashion advice. I needed it too. I was a mess! Just look at this picture and you’ll see what I mean. The best advice she gave me was to focus on buying “basics”. Having these go-to items in my closet gives every outfit a solid foundation. These basics consisted …
One Word That Will Instantly Make You More Likable
I often hear people complain about their tone getting “lost in translation” in their email and text communications with clients. Everyone has experienced this at one time or another. The sharpest of wordsmiths and most seasoned of professional writers surely have someone take what they type the wrong way from time to time. Maybe the children of the next generation will figure out …
How To Get More Reviews for Your Product or Service Guaranteed
Just in time for Black Friday, One Hot Tip You Have to Implement On Your Website It’s no secret that online shoppers purchase products based on user reviews. This survey found 90% of online shoppers rely on reviews in fact. Not only that, search engines like Google use reviews as a key indicator in search rankings. Internet marketers and SEO experts …