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 John Jantsch of Duct Tape Marketing advocates the power of having a marketing kit and this is the fourth step of his 7-step plan for effective marketing. Developing a kit is quite a task but fortunately it can be developed gradually.
Our 2-minute tip is to start building up a system for collecting the materials that you can use in each part of your kit - materials that you will be able to use to educate your customer in a professional manner and spread the word about why your club is different. When you have the basic materials you will be in a good position to decide whether to tackle the project in-house or employ professional help.
Employing professional help at the start is not a good strategy. Whilst a professional presentation is important, it is not the most important part of your kit. The most important part is the information and the most appropriate information will be found within the organization. The professional presentation will build on the information after it has been discovered.
Jantsch’s recommended 2nd step was about collecting useful information and is worth another look.
A really effective marketing kit is more of a mindset than a commodity. It requires organisation, commitment and time and the driving force has to be a strong belief that you are running a sales and marketing company. A sales and marketing company is focused on increasing sales and that is the secret of success in every company.
Start collecting the following information from members, visitors, suppliers, sponsors and staff. Don’t make a big deal of it. Quick notes on scraps of paper can be put into files as long as the notes will serve as reminders of the main points.
Every bit of information, no matter how small, should be filed for future use. The more you collect, the more valuable your collection will be when you are ready to develop your marketing kit
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What do your members say about the benefits they get from your club?
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Do you solve any frustrations they have?
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Who would be disappointed if you closed your doors forever, and why?
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Are there interesting stories about your club that could be told – its members, directors, staff, suppliers, visitors etc?
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Who are the interesting people?
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What does your club do that is interesting and why does it do it?
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Where is your club headed?
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What are the values of your club that you can share?
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What lessons have you learned?
Although the development of a marketing kit is one of the 7 steps recommended by John Jantsch, there is too much involved to do justice to it in a 2 minute tip. More tips will follow.
This quick tip is to do 2 things only:
1. Convince yourself that you are running a sales and marketing business, not a club. Strengthen that mindset!
2. Start planning how you can collect information and keep it safe until you need it.
- What filing system will you use?
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Who will help?
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Why will they help?
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When will they help?
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Where will they help?
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