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PowerPlaySales & Marketing Systems™

Solution Brief

3 Strategies in 30 DaysHow to Put Northern Bay Back on the Map

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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

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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!Make Your Company More Money!

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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.

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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

Website as a Marketing Platform

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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

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Web Platform Requirements

• Clean and modern

• Facilitates organic search engines

• Provides conversion funnels for prospects

• Easy to update and change

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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

Drive Internet Traffic

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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

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Web Traffic – Northern Bay and Competitors

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Paid Search

• Under-leveraged• Low competition• Ride the shoulder’s

of larger competitors to get impressions and clicks

NO results in top

search boxTwo

competitors and one

aggregator

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Paid Search

• Leverage competitive terms– Gain exposure– Get clicks– Close on website

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Organic Search

• Not a bad ranking for term– Dells golf

• But could be improved

• Research key terms• Leverage in web

platform

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Organic Search

• Local search box– Northern Bay not

present

• Deploy strategies and tactics to increase rankings

Leverage Email

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3 Key Email Strategies

• Leverage Power of Owner’s Network

• Leverage Marketing Database

• Leverage Key Behavioral Triggers

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The Power Of The Owner Network

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The Challenge

• How many of your network have heard of Northern Bay?

• Have you sent them an email?

• How often?

We NEED A System

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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

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How Does It Work: Introduction

Capture Network Contact Names

Spreadsheet Online Form

Email1:Introducing

Northern Bay

Open?

Email2:Introducing

Northern BaySTOP

Yes

No Open?

Email3:<First Name> - Look at

Northern BaySTOP

Yes

No

Click Click

Click

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How Does It Work: Periodic Promotions

Email Database

Seasonal/Promo1

Click Click

Click

Seasonal/Promo2 Seasonal/Promo3

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How Does It Work:Get Names In Database

Excel Spreadsheet

Email Database

Web Form

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How Does It Work: Email DetailsFrom Line: Personalized From You

CANSPAM: Personalized From You

Salutation: Personalized To Your Contact

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Leverage Previous Visitors and CRM Data

SearchData

CustomerMarketingDatabase

MessageResponse

Data

SiteAnalytics

Surveys

Scoring

PurchaseHistory

SalesDatabase

E-Commerce

Data

Direct MailsEmailsOpt-insRSS FeedsMobile Devices

LandingPages

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Leverage Marketing Database

• A communication platform based on a centralized database• Better visibility of customer marketing & sales interactions• Consistency across communication channels• Enables a comprehensive rules-based marketing strategy

Marketing Database

Microsites•Landing Page 1•Landing Page 2

•Email 1•Email 2•Direct Mail 1•Direct Mail 2•Fax

Message Design

•Document 1•Video 1•Graphic 1

Assets •Survey 1•Online Form•Survey 2

Surveys

•Segmented List 1•Segmented List 2

List

•Campaign Analysis •Dashboard Reporting

Analysis

Message Delivery•Email 1•Email 2•Direct Mail 1•Direct Mail 2•Fax

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4 Key Behavioral Triggers

• Visits but does not reserve / register– Optimize landing pages for conversion

• Registers on site but does not reserve– Trigger a set of follow up emails to persuade a reservation

• Reserves a stay– Thank you– Reminder of stay– Things to do (book your golf early)– Cross sell / up sell amenities

• Stays– Feedback on experience– Book again for next year– Provide ratings of your stay– Refer friends and family

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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