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