This is the printed version of the in house marketing system you should use inside your playground.
LUV 2 MARKET ACTION PLAN
PRESENTED BY
Edward Gorman
Divide & Conquer
Who’s in charge of what
Massive Marketing Checklist: “What Needs to be Done”
Develop a Marketing Calendar: “When to do It”
Each person takes ownership
Trust and verify that they do it
Be consistent
Ongoing Ideas
New ideas that work…WRITE IT DOWN
Give it a shot and put it into a system
Always learning and trying new things
If it works, be consistent with it
Know what works and do that first
In-House Marketing
Follow the in-house marketing procedures
Starts with the training and accountability of Front Desk Staff
Teach Them, Trust Them, & Verify
Never ever have to market outside of the facility
Top In-House Information
Client Information
Client Indexes
Signage
Flyers & Follow-Up
Online Reviews
Best Source of Marketing
Relationships with VIPs
Building Relationships
Give Value
Help Them
Then....Ask them to let us help them
Website Marketing
Drive traffic to this
Updated with newest events
Describes who we are and WHAT WE DO
Gives a call to action
Great Testimonials
8, 3 and 1
Camps on Website
Updated schedule
Updated each day
Have a schedule to fix the schedule
Great pictures and testimonials
Easy to sign-up and register
Call to Action – Easy to Book
Additional Website Features
Each revenue stream is promoted
Be clear in presentation
What we do, why we do it, why you should do it
The cost of doing it (or call to learn more)
Get other team members feedback, fix errors
Look at what other facilities do
Facebook & Instagram
Create a great fan page
Marketing schedule to do updated
Value, value, value, SELL
Fun, fun, fun, SELL
Sell by giving value & making it fun
Encourage others to share and like
Business Pages
Google & Yelp
Great Page
Pictures, Profile
What We Do, Why WE Do It
Call to Action.
Online Review
Get these in-house
Develop a campaign to get more
Check twife a week (schedule)
A. Google
B. Yahoo
C. Yelp
D. Facebook
Testimonials
Each aspect of business should have a list
Make posters (physical & digital)
Facts tell and stories sell
Use in sales presentation
Hownd
Generate Targeted Reports
A. Use client indexes
B. Use purchase history
Send certain promotions to certain people
Will Send Past Camper – Camp Information
Will Send Non-Returning membership Client – New promotion Information
Targeted Reports
Past Campers
Past Members
Active Members
Verification of VIPs and Contact Information
Be careful member list. Don't overdo it, we don't want them to cancel.
The Email Blast
Scheduled out in advance
Specific target client
Specific message
Creative subject to get attention
View reports to see reports
Everyone views blast before it goes out (role play)
The Blast
Main message front and center
Upcoming events or special – right side
Links to click and sign out
Use template and switch template
Also do personalized blast via BCC
Great Blast Ideas
Upcoming camps to camper list
Birthday blast to kids with upcoming birthdays
Past membership deal and special
Sales List “Mass Marketing List”
Update consistently with top targets
Consistently calling, emailing, and verifying
Divide the list up among team members
Teach how to contact, when to contact, how to follow-up
Track the results
One person oversees the fulfillment
Top Marketing List
1. All VIP List OF LOCAL CHURCHES, NONPROFITS AND INFLUENCERS
2. All VIPs to Contact
3. Camper List Returning & Non-Returning
4. Past Member List
VIPs
Meet a VIP, never forget them
Personal information to ensure great follow-up
Ask questions and learn about their needs (write it all down)
Call to action to help at time of meeting
If they don’t bite...personalized follow-up
Everyone tags them, have contest, follow-up!
Who are VIPs?
Team Moms
Influential Parents
School Office and Board
Local “Referral Partners”
Your VIP List
Who will have you over for dinner
Whose baptism will you be invited to
Get great VIP relationships
Pour into the lives of customers
Story: Dan S.
We get to know people on a deeper level
Make unique connections
Never lose track....never lose a connection
Camp Marketing
Follow the camp system and checklist
Pre-Camp marketing checklist
Post-Camp marketing checklist
During Camp marketing checklist
Unique and personal follow-up!
Wow Factor....Who does that?
Membership Marketing
Leads turn to sales
Day of lesson or camp “know target”
Have ammo ready and send unique email
Cancellation or suspension list
Have a good idea of what they said, when they will be back
Have in contact logs on specific follow up date
Arcade Sales & Marketing
Targeted arcade-only list
Buy 20 tokens get 20 Free
Mention this code, give 7 days to come in
Get on website, get blast out, get customer list
Make a specific partnership flyer
Follow-Up Marketing
Physical marketing materials
All marketing materials digital and on computer
Organized and clean
More personalized emails with flyers
More personalized calls and follow-up
More in programs
Birthday Parties
Free grip socks Deal
Give, Give, Give, THEN ASK
List of emails to send to upcoming
Call list
Specific team members target favorite clients via call/email
Birthday from last year
Use stories “testimonial board”
Video, written, etc.
GIVE GIVE GIVE!
Build relationships and ask to help
A. Camp Flyers
Outside Opportunities
Local “referral partners”
Trade promotional opportunities
Get their list and get our info to their list
Link on their website, web blast, materials in their shops
Big flyer with call to action cards
Free Discount Cards
Give out in community
Great to give to referral partners
Great to give in-house to promote to team
Put names on each card
Limit per each person
Surveys
Survey past customers
Give them a gift and reason to come back
Call up all people who gave feedback and address issues
See what we can do to get them back in
Make it all right
Past Member List
Figure out why they cancelled
Detailed notes in Membership Tracking
Send personal email & phone follow up
Figure out when they will be back
See if you can get to start membership then.
Assigned follow-up date in contacts log
Divide and conquer this list
Local Little Leagues, Gymnastics Clubs, Karate, ETC
Find the decision maker for each league (Top 5)
Cup of coffee, build relationship, see their need
What problem do they have that we can fix
Fix it without costing us money
Way for us to get additional traffic that we convert
Much More Than A Sign
Love to get much more than a sign
Actual exposure if possible, help coaches, teams,
Individual partnership with league
You give away things for free to get value
Get traffic in door and rent space, team parties
Give discount on massive team parties
Local Schools
Local schools our kids go to
Cup of coffee, build relationship, see their need
Get traffic into facility, special deal, and convert
Special school night or league night
Get all players info and capture info
Marketing info via email or on website.
Customer Appreciation Month
Two least busy months of the year
Free party, pizza, and chat
Send out to VIP’s and show we care
Membership benefits
Always invite a friend
RSVP
Specific Programming
New program made up, create marketing, and sales plan
Clear and concise planning
What it is, why we do it, why they need to do it
Center Example
Ask questions and qualify, excite, ask, book
Have a sales plan to sell & close the program
IPAD in Store
Pictures of camps, parties, testimonials
Links with big TV in facility
Chance to leave reviews
Like us on Facebook for free arcade credits or food!
Special Message Board In-House
Big board with upcoming dates
Great quote and facts
Each day, come in and take a look
Change out consistently
Put sign where people are....
Drinking fountain
Lounge
Cages
Bathroom
Creative Blast- Phone, Email
Get the phones ringing
Building relationship, excited, ask, discounted
Get feedback and ask 2 questions
Why you left and how can we do better
Give $25 free to use on service, next 30 days.
Bunch Here…What is Next?
Finalize WHAT needs to be done
Make a checklist of those items
List in order of importance
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