AO Confluence TM - WillowWorks1December 7, 2007 Integrating Direct Sales into Your Marketing Efforts America Outdoors Confluence TM 2007 December 7, 2007

AO ConfluenceTM - WillowWorks 1December 7, 2007

Integrating Direct Sales into Your Marketing Efforts

Integrating Direct Sales into Your Marketing Efforts

America OutdoorsConfluenceTM 2007

December 7, 2007Presenter: Julie Thorner

WillowWorks

America OutdoorsConfluenceTM 2007

December 7, 2007Presenter: Julie Thorner

WillowWorks

December 7, 2007 AO ConfluenceTM - WillowWorks 2

Launching Successful Direct Sales: Groups First

Launching Successful Direct Sales: Groups First

Strategic Planning 80% Focus, Define, Target, Tools

Tactical Implementation: 20% Actual selling efforts

Strategic Planning 80% Focus, Define, Target, Tools

Tactical Implementation: 20% Actual selling efforts


Strategy Behind Identifying Target Groups is Key

Strategy Behind Identifying Target Groups is Key

Four-pronged strategic approach: What can you offer groups? (hedgehog)

Define type of groups can best serve What do they need and want?

Pricing: the last piece for long term accounts

What is best way to reach them? Who, How, When

What drives group account profitability?

Four-pronged strategic approach: What can you offer groups? (hedgehog)

Define type of groups can best serve What do they need and want?

Pricing: the last piece for long term accounts

What is best way to reach them? Who, How, When

What drives group account profitability?


HedgeHog Concept: Focus & Define

HedgeHog Concept: Focus & Define

WHAT YOU ARE DEEPLY PASSIONATE ABOUT

WHAT DRIVES YOUR ECONOMIC ENGINE

WHAT YOU CAN BE THE BEST IN THE WORLD AT

©2001 Jim Collins, pg 118, Good to Great


HedgeHog ConceptHedgeHog Concept

What do you offer groups at which you can be the best? Why would groups choose you over

competitors for similar offerings? Pricing is important and Pricing is the last piece of the puzzle

in building long-term relationships

What do you offer groups at which you can be the best? Why would groups choose you over

competitors for similar offerings? Pricing is important and Pricing is the last piece of the puzzle

in building long-term relationships


Defining Target GroupsDefining Target Groups

What kinds of groups want/value what you can be best at (result of Hedgehog work)

Define these group targets: Where are they located? (w/in 4-6 hrs,

day’s drive, etc.) Who is the group buyer/decision-

maker?

What kinds of groups want/value what you can be best at (result of Hedgehog work)

Define these group targets: Where are they located? (w/in 4-6 hrs,

day’s drive, etc.) Who is the group buyer/decision-

maker?


Identify the Highest Impact Communication Channels Identify the Highest Impact Communication Channels

What channels are best to reach them? People first (who do they talk to & listen to) Media second (what do they read, watch,

listen to, visit online, attend, etc.) When is best time of year/month /day to

contact them? Ask them! Get them at right time to listen, and then

buy.

What channels are best to reach them? People first (who do they talk to & listen to) Media second (what do they read, watch,

listen to, visit online, attend, etc.) When is best time of year/month /day to

contact them? Ask them! Get them at right time to listen, and then

buy.


Group Sales Account Profitability

Group Sales Account Profitability

What drives your group sales economic engine?

Revenues/person/visit: Group size per visit &/or individual revenues within group

Frequency of group visit: Lifetime account value (Revenues over account life for repeat business)

This info shapes your sales objectives and marketing message

What drives your group sales economic engine?

Revenues/person/visit: Group size per visit &/or individual revenues within group

Frequency of group visit: Lifetime account value (Revenues over account life for repeat business)

This info shapes your sales objectives and marketing message


Seasonal Capacity PlanningSeasonal Capacity Planning

Know your constraints: how many groups can you serve? Location, activity, trip length, time of year,

etc. What is the optimal group size (8, 35, 200?)

to maintain your differentiators (hedgehog) and profitability?

This informs which groups you target in each group segment and market region

Know your constraints: how many groups can you serve? Location, activity, trip length, time of year,

etc. What is the optimal group size (8, 35, 200?)

to maintain your differentiators (hedgehog) and profitability?

This informs which groups you target in each group segment and market region


You Can’t Know Too Much About Your Top CustomersYou Can’t Know Too Much About Your Top Customers

Pareto’s Principle works: 80% of your busi-ness comes from 20% of your customers

KNOW THEM! Who are they? (Zipcodes, purchase history,

frequency, recency, customer type, etc.) Why do they choose you? (Have you asked?) How are you thanking them for their business,

making them feel special, & inviting them back?

Do you call them after their trip(s) to check in on how everything went?

Pareto’s Principle works: 80% of your busi-ness comes from 20% of your customers

KNOW THEM! Who are they? (Zipcodes, purchase history,

frequency, recency, customer type, etc.) Why do they choose you? (Have you asked?) How are you thanking them for their business,

making them feel special, & inviting them back?

Do you call them after their trip(s) to check in on how everything went?


Existing Group Customers: Your Best Evangelists

Existing Group Customers: Your Best Evangelists

How do you help them refer your company to their friends, contacts, colleagues, remote acquaintances, etc?

Viral evangelist marketing: cheapest and most effective tool, no matter what technology does…

How do you help them refer your company to their friends, contacts, colleagues, remote acquaintances, etc?

Viral evangelist marketing: cheapest and most effective tool, no matter what technology does…


Karate Depot’s Viral Marketing Example

Karate Depot’s Viral Marketing Example

To receive a free Fire and Ice T-shirt, blog about us or place a link to our site on your site. Reply to this email telling us where you placed the link or the location of the blog. When we approve your link or blog entry, we will ship you a free Fire and Ice T-shirt. It's that easy.

To receive a free Fire and Ice T-shirt, blog about us or place a link to our site on your site. Reply to this email telling us where you placed the link or the location of the blog. When we approve your link or blog entry, we will ship you a free Fire and Ice T-shirt. It's that easy.


Sales Approach: New Accounts

Sales Approach: New Accounts

People First, Media Second (ads last!) Can you directly contact your target group? Who is the decision-maker/buyer?

Direct Calls, then send personalized invite with information (video and print)

Follow up with 2nd call; meet in person if group size potential justifies trip

Have CONSISTENT contact for groups

People First, Media Second (ads last!) Can you directly contact your target group? Who is the decision-maker/buyer?

Direct Calls, then send personalized invite with information (video and print)

Follow up with 2nd call; meet in person if group size potential justifies trip

Have CONSISTENT contact for groups


Warm Calling in the Outdoor Adventure Industry

Warm Calling in the Outdoor Adventure Industry

NOT your typical telemarketing call… You have fun, vacation-oriented,

package-friendly, adventure experience to share.

Reach out; learn your group leaders well: Take good notes (in contact database) during

call about leader: family, kids, names, partner, interests, etc. Recall them when you make a follow-up call or drop a note in the mail - “How did your wife’s first triathlon go?”

NOT your typical telemarketing call… You have fun, vacation-oriented,

package-friendly, adventure experience to share.

Reach out; learn your group leaders well: Take good notes (in contact database) during

call about leader: family, kids, names, partner, interests, etc. Recall them when you make a follow-up call or drop a note in the mail - “How did your wife’s first triathlon go?”


Managing Direct Sales EffortsManaging Direct Sales Efforts

Helps to check-in against Covey’s Four Quadrants to stay focused on highest impact sales actions (A, B, C customers)

Pre-season group strategy development: QII, 80% of the work

Direct sales: QII and QI, 20% of the work IF you targeted the right groups

Helps to check-in against Covey’s Four Quadrants to stay focused on highest impact sales actions (A, B, C customers)

Pre-season group strategy development: QII, 80% of the work

Direct sales: QII and QI, 20% of the work IF you targeted the right groups


4 Quadrants: Your High Impact Sales Gauge

4 Quadrants: Your High Impact Sales Gauge

©1994 Stephen Covey, First Things First.


Measure, Measure, MeasureMeasure, Measure, Measure

Goals for # of group accounts: Average Size, $Revenue/Group,

Timing, for each identified target segment

Benchmark your breakeven costs of sales efforts against # groups to close

Should be able to track sales efforts & results at any given time

Goals for # of group accounts: Average Size, $Revenue/Group,

Timing, for each identified target segment

Benchmark your breakeven costs of sales efforts against # groups to close

Should be able to track sales efforts & results at any given time


Book ‘em Dano!Book ‘em Dano!

Documents

AO Confluence TM - WillowWorks1December 7, 2007 Integrating Direct Sales into Your Marketing Efforts America Outdoors Confluence TM 2007 December 7, 2007