Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon...

CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com

Creating the Destination Community

Creating the Destination Community

Full notes of this entire session are available at:

JonSchallert.com/Together

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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Fredericksburg, Texas8,911 - $43,670

Gardiner, Maine5,800 - $42,750

Hartville, Ohio2,944 - $41,012

Atchison, Kansas10,925 - $31,109

Becoming a Destination CommunityBecoming a Destination Community

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14-Step: Destination Business14-Step: Destination Business

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com

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A business that’s so compellingly different,

customers say: “That’s the only place

I’m going!”

What’s a Destination Business?What’s a Destination Business?

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Out-of-Towners spend more: Higher IATDestinations capture more

free publicityPR: 12 times more believable Destinations create more

word-of-mouthDestinations: Lower

percentage advertising costs

Advantages of DestinationsAdvantages of Destinations

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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14-Step: Destination Business14-Step: Destination Business

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

8 Strategic Stages

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14-Step: Destination Business14-Step: Destination Business

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

5 Tactical Stages

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14-Step: Destination Business14-Step: Destination Business

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

1 Leadership Stage

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Destination Business PrinciplesDestination Business Principles

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

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How is your business different from every other business in

your industry?

Unique Positioning StatementUnique Positioning Statement

CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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14-Step: Destination Business14-Step: Destination Business

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

The Line of Average

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The Line of AverageThe Line of Average

Above Average

Very GoodGREAT

UNIQUE= 1-of-a-Kind!

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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Brand: “The proprietary visual, emotional, rational, and cultural image that you

associate with a company, a product, a name or a

community."

Definition of a BrandDefinition of a Brand

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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Destination Business PrinciplesDestination Business Principles

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

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Targeting Top ConsumersTargeting Top Consumers

Top 10%Least amount of marketing $$,

results in largest purchases

Majority of customersReliable return on marketing

expenditures

Bottom 10%Every dollar spent returns fraction

of marketing investment

Total Available Customer

Base

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Targeting Top ConsumersTargeting Top Consumers

Top 10%Least amount of marketing $$,

results in largest purchases

Majority of customersReliable return on marketing

expenditures

Bottom 10% Every dollar spent returns fraction

of marketing investment

Total Available Customer

Base

Top 1%

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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www.ClownBike.com - Rich Carraro

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CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.

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Destination BootCampsDestination BootCamps

Loyalty Validation Interior & Exterior Image

CEOwner

Integrated Marketing Savvy

Omnipresent Mentality

Legend Development

Proactive Adaptability

Product Spotlighting

Employee Stakeholders

Multi-Level Customer Services

Strategic Vision

Unique Positioning

Financially Adept

Leadership Balance

7 BootCamps for 20197 BootCamps for 2019

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“We were playing too

small a game!”

Becoming a Destination!Becoming a Destination!