country clubs: how to engage with your social local mobile members

So Lo MoHow to Engage with a

Social, Local, Mobile Membership#solomo

Barb Osier BreeserDigital Mobile Marketing StrategistFebruary 2015

Our Silver Anniversary •Established July 15, 1989

Stability •Still owned by two original partners •VP Engineering with ATS since 1995

International •Philadelphia, 1989•London, 1992•Toronto, 1993•Prague, 1997•Taipei, 1998

Celebrating 25 Years in Business

Our Services

SMS & MMS TextingDIY Texting Platform 84444.comMobile AdvertisingMobile WebsitesGeo TargetingMobile ad buysRich MediaSocial Media AdvertisingResponsive Design

Celebrating 25 Years in Business

SOCIAL

TIMES CHANGE.

Business communication has evolved, too.

FACEBOOK: Like a Company Picnic or Local Pub

Use Facebook to promote your club events – before, during and after the events. Remind members why they want to come, and show them what they missed! Make it easy to share info with their friends.

Advertise on Facebook. The ability to target by location, interests and behaviors gives you access like never before. $100-200/mo can make a big difference.

TWITTER: Like a Trade Show or Networking Event

LINKEDIN: Like the Chamber of Commerce

PINTEREST: Like Your Bulletin Board or Refrigerator

Entire weddings are planned on Pinterest!

INSTAGRAM: Like your Slide Show or Photo Brag Book

GOOGLE+: Like…. GOOGLE

A great break down of 6 of the most popular social media sites.

from Media Bistro

Social Media is Conversations. ONLINE.

Don’t promote without providing value.

Social media is about ENGAGING your members – it’s not a broadcast medium!

The goal is turn your members into FANS and your FANS into raving fans, brand promoters and volunteer marketers.

Gain insight about your members’ behaviors.

Use these tools to change the way you

do your business rather than seeing them

as additional channels to blast your message.

GIVE VALUE FIRST

When it comes to potential members, retargeting can be a great way to keep your club top of mind and encourage new members to come visit / take a tour / JOIN

From a technical standpoint, you place a special retargeting pixel (the single line of code needed to track site visitors) on your careers page and serve recruiting-focused ads to those pages’ visitors.

Google’s latest algorithm for local search – Search

Engine Journal has named it the PIGEON

update.

LOCAL

TIMES CHANGE.

FACT: For local businesses, Google now gives added weight to a presence on directories such as Yahoo!, Yelp, Merchant Circle and LinkedIn.

84% search on tablets andcomputers.

4 in 5 consumers use search engines to find local information.

88% search on

smartphones.

What are they searching for?

54% search for business

hours.

53% search for

directions to a local

business.

50% search for local store address.

Local Searches result in purchases.

MOBILE

Some of you will have the mobile phone number # you have today for the rest of your life!

Your mobile phone is your DNA and digital fingerprint! http://go.bloomberg.com/tech-deals/2013-01-07-mobile-phones-with-fingerprint-id-coming-this-year/

Why Mobile?

• Engaging YOUR members with their browser of choice!

• Starts a very intimate relationship, (many people bring MOBILE devices even to the bathroom!)

• Establishes a MOBILE DATABASE of OPT in members & prospects that establishes loyalty, and keep your brand and business top of mind.

• Mobile Search is growing at an astronomical rate, Delivering a mobile optimized experience will be the difference between winning and losing a potential consumer!

• Creating Fun, innovative, engaging and memorable interaction is truly a brand to hand extension of your business.

CTIA.org 2012

Consumers keep mobile with them 24/7.

IDC 2013

Mobile Activities By Device

MOBILE isreaching people in their pockets – or anywhere they are not at their desktop. In other words, reach them at the right time, in the right place, on the right device.

SMS / Text Marketing

Mobile Apps

Mobile Advertising

Geo-Fencing & Geo-Targeting

Mobile Websites / Responsive Design

MOBILE MARKETING includes…

Where is the best place to initiate an engagement with the mobile consumer?

In Lines, While we wait …• For our food or to be seated at the restaurant

• In the check out of a LONG grocery line

• Retail Line (Target, Walmart)

• Public Transit

• At our seat at entertainment or sports venue

• On packaging

• POS

Anywhere we can open a door to your business & brand and establish a relationship for LIFE!

Why Text Marketing?

An easy Do-It-Yourself option: 84444.com with plans startingat just $25 a month.

“SMS Text Message Marketing via a short code is the workhorse of mobile marketing. It blends seamlessly with your email marketing and will likely be far more productive.”

If you can only afford to do one thing in marketing to customers via mobile, it should be text message marketing.

97 percent of ALL text messages are opened 15 minutes upon their receipt.(Nielsen Mobile, 2012)

50 percent of people who made a purchase from a retailer did so because of a text message from the company.(Mobile Marketer, 2013)

Within an hour, 84 percent of all people will respond to a text message.(Nielsen Mobile, 2013)

Why Text Marketing?

• New Product/Service offerings• Pro shop specials• Catering • Increase club traffic on slow days• Upcoming events• Add to your existing email database• Safety notifications & alerts• Reminders for social events• Polls & Quizzes• Reminders for important deadlines

Remember: 97% of all text messages are read within 15 minutes of receipt.

How can I use it for my club?

Promote it Everywhere…and more.

Promotion

Mobile Apps – Does your Country Club need an app?

FACT: Average smartphone has 26 apps loaded on it

RestaurantsHotelsGolf CoursesRetailDestinations… anything else that would allow you to interact with your customer on a regular basis

THE Questions to ask: What will it do? Will it add value to my member’s experience?

Mobile Advertising: Geo Targeting & Geo Fencing

Reach prospective members where they live, shop or vacation

Reach people in your store

Reach people within a mile of your club

Mobile Responsive/Adaptive Design

75% of adults believe that a mobile site must be as good, if not better than, a desktop site.

61% of internet users will go to a competitor’s site if they visit a site that is not mobile friendly.

What people want in a mobile site:

In Summary:

SOCIAL

Get your clubs on the right social media channels - the ones that make sense for your members.

Remember the 80/20 rule: 80% value, 20% promotion

If you don’t know where your members are online – just ask them

Budget for some Facebook ads to connect with your target audience

In summary:

LOCAL

Develop a plan for your local listings & a schedule for implementing it.

Create your descriptions (short and longer)

Consider a lead generation service to command search results in a competitive market place for events, golf, country club, etc.

In Summary :

MOBILE

Consider investing in text marketing to grow your business

Decide if your club is ready to reach your target demographic by taking advantage of mobile advertising

Determine if your member base would benefit from a mobile app

Budget & Plan for a mobile website or Responsive/Adaptive Design

Let’s connect!

Barb Osier BreeseratsMobile / Purple GatorDigital Mobile Marketing Strategist

TWITTER: @barbosier EMAIL: BarbB@atsMobile.comFACEBOOK: Facebook.com/atsMobileNOWLINKEDIN: linkedin.com/in/barbosierOFFICE: (515) 850-1162

Thanks for attending!