Sales & Marketing at The Epping Club
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How Sydney's Epping Club achieves great results with their sales and marketing in a competitive market.
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Sales & Marketing at The Epping Club
- 1. SALES & MARKETING PLAN
- 3. Overview What’s the difference between Sales & Marketing? • Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating delivering and communicating superior customer value. Kotler • The activity of finding out what the market wants to buy.
- 4. Overview Whats the difference between Sales & Marketing • Sales is the activity of taking a lead and selling the item desired
- 5. Responsibilities Marketing Manager- Marketing Plan for the Club Events Sales Manger- Sales Strategy for the Club
- 6. Creating the Plan Time
- 7. Club Purpose To Deliver a 5 Star Experience
- 8. Delivering on Major Strategic Objectives Identify Key Target Markets Developed strategy focussing on 5 major target demographics • Local Residents • Corporate/ Schools • Cultural • Members • Brides/ Socialisers
- 9. Strategic Objectives Develop New Business E Increase Marketing Strategic Revenue & Strategies objectives Awareness Build Membership & Loyalty
- 10. Delivering on Major Strategic Objectives 1.Build Membership and Loyalty • Customers experience 5 Star service • E Plus Star Rewards • Reward and Referral program • Business Development
- 11. Delivering on Major Strategic Objectives 1.Build Membership and Loyalty • Retention Strategies- Promotions and Incentives • Targeted offers to specific demographics • Benefits • Membership renewals
- 12. Membership Time period Number of Total members June 2011 13538 June 2012 13400 June 2013 ? Variance 1.02% Negative Growth
- 13. Total New Members Year Total New Members 2004 1606 2005 2535 2006 3763 2007 4380 2008 4287 2009 4364 2010 4045 2011 3723 This represents an 8.6% decrease in new members. Growth is a focus for this budget.
- 14. Delivering on Major Strategic Objectives 2.Increase Revenue/Awareness • Key Performance Indicators • Advertising and communication plan • Position the Club brand
- 15. Delivering on Major Strategic Objectives 2.Increase Revenue/Awareness • School/Sporting Group Incentive Programs • Major Seasonal Menu Launch Promotions • Promote for introductory visits • Cross departmental referrals and promotions
- 16. Delivering on Major Strategic Objectives 2. Increase Revenue/Awareness • Captured data for targeted offers and products • $24.90 lunch special • Events in conjunction suppliers- Wine Club • Signature dishes and menu- mid week specials • Menu presentation and displays • Special events and advertising • Something for every day of the week
- 17. Delivering the Plan- Weddings Target 2 main markets 1. One stop shop customers- offer all inclusive package 2. Budget weddings- $98
- 18. Delivering the Plan- Weddings cont. • Key suppliers • Wedding Coordinators • Site inspections • Advertising/Promotions
- 19. Delivering the Plan Corporate • Time • Access to dedicated event coordinator • School/Sporting Groups • Customer Relationship Management (CRM)
- 20. Delivering the Plan Cultural • Reputation • Profile of the Chef • Relationships and Referrals • Use images from past events • Menu/ Food • Advertising • Website
- 21. Delivering the Plan Charity • Targeting • Develop a specific package • Assistance
- 22. Delivering the Plan Club Members • Member Communication • Clubhouse “Home away from Home” • Promotions • Loyalty Program incentives
- 23. Delivering on Major Strategic Objectives 3.Develop New Business • Alliances • Dedicated BD executor • Calendar • Relationship Based • Incentives • Target offers
- 24. Advertising & Communication Plan • Members Marketing • Signage/ Displays • Above the line advertising • Directly targeted marketing • Referrals
- 25. Advertising & Communication Plan cont. 4. Implement Innovative E Marketing Strategies • Social Media- Facebook, twitter and blogs • Website • Function packages- monitor downloads • Online bookings/ enquiry form • Deal/Coupon Websites • Sms/Email • Google Analytics • Smart phone application
- 26. Advertising & Communication Plan cont. How Website works for us http://eppingclubevents.com.au http://eppingclub.com http://www.levelonefitness.com.au https://www.facebook.com/EppingClub
- 27. Growth Targets- KPI Key Indicators 2011/12 2012/13 2012/13 of Growth Membership 13538 13400 15000 Marketing -(0.17%) 5% 10% Budget Variance Visitors on 52634 57897 (10%) 69476 (20%) Website Profit Card Usage- 55% 62% 70% Loyalty program Revenue
- 28. Other Achievements • SMS costs savings of $30 600 per year • Email- cost savings of $6624 per year • EBar –re-launched evolution. average weekly of $3228.86. 12 months - $167,900 • Print quality has improved and price remained consistent • E Plus Star Rewards and Membership • Branding- Sydney’s 5 star Club- strong recall • Strong website traffic and stage 1 of e marketing • Online bookings • Wedding expo- 16-8 booked- $195,820
- 29. Sydney’s 5 Star Club
Editor's Notes
- mg I have been here at the Epping Club for almost 11 years and I work here because I enjoy meeting new people and coming up with innovative and fun ways, to let people know what we do here. I graduated with a business degree from Macquarie University and commenced in a graduate position with one of the large Sydney advertising agencies- where I worked primarily on the McDonalds account. Surprisingly McDonald's – and most of us have one near us- is a very similar style of marketing to clubs- its all about local relationships at the core. After a coupe of years of sports and hospitality marketing in Sydney, I then gained some further experience working for a South African owned, event management company in London and across Europe. I really learnt some great skills about the importance of detail in large scale events here. I worked at st Andrews on the golf- and even in the summer, weather is an important factor in Scotland. So sponsored umbrellas were one of the little detail that should not have been forgotten. prior to joining the Epping club I built on my media knowledge while working for fox sports and was part of the start up team, at the fox studios entertainment precinct. So after almost 20 years of varied marketing and advertising experience- I wanted to get up here and crack some funny jokes and bamboozle you with all the best kept marketing secrets, of how we created such a successful events and wedding venue but at the end of the day- the answer is simple -Knowledge. Know your customer!!!! and know your product. And What do you do well, know what your customer wants and how do you tell them you have it? This simple theory will work for the biggest of Clubs with gorgeous harbour views to a tin shack out in timbucktoo! As a team, we also step out of doing the business, regularly to look at where we are headed strategically, so I will share a few of these insights with you.
- Mg “marketing is the cost effective delivery of sales”The term "sales and marketing" is used so commonly that it is assumed that they are one and the same by many people - they are not. Our definition for sales is the activity of taking a lead and selling the item desired. Our definition for marketing is the activity of finding out what the market wants to buy. That's our sales and marketing definition - hope it helps.The managementprocess through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy.As a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."Read more: http://www.businessdictionary.com/definition/marketing.html#ixzz25bC78yZ5
- AZ And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."
- Work out what are your objectives and how will you get there
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- MgDeveloped strategy focussing on 5 major target demographicsLocal ResidentsCorporate/ SchoolsCultural- Chinese, Korean, IndianMembers Member CommunicationClubhouse “Home away from Home”Weddings/ Social EventsI would like to share the baked beans theory- baked beans advertising is a good example of targeting- “ Beans mean Heinz ‘has been a successful advertising strategy to target house wives/ mothers of children to buy baked beans for their family for generations. So while you are throwing the big money and big message to your main customer, it will still splatter out and hit those on the outskirts such as a teenage boy, a granny living alone will still buy baked beans. this is another key message- who are you talking to ? Too many clubs are trying to talk to everyone and get desperate ,then your advertising dollar is spread too thinly and you miss getting the frequency or appeal to who really wants your product
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- mgCustomers experience 5 Star service E Plus Star Rewards and Membership- tiering add excitement review rewardsDevelop events and food & beverage loyalty components to the program Reward and Referral program Business Development (New Members)E Plus Star Rewards and Membership- tiering add excitement review rewardsDevelop events and food and beverage loyalty components to the program. Reward and Referral program ( for current members and corporate events clients, restaurant program including incentives)Business Development (New Members)
- mgRetention Strategies- Promotions and IncentivesTargeted offers to specific demographics including visitors, Selected Nationalities surnames, particular suburbs View opportunities to increase benefits and further advertise all benefits Membership renewals- Promotions & Competitions, Retention Strategy
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- mg1. Develop a plan with weekly kpi as goals- break your bigger annual budget into achievable chunks and monitor regularly- so no surprises with revenue or profit at the end of the year.2. Focused advertising and communication plan – that talks to those who need/want your product within a budget that generates a return on investment for your Club3. New business development- networking and don’t think you will put out a sign saying “we do weddings”- and people will come knocking your door down- get out there and meet the community, your local business groups, who runs the school pa and c?4. Rewarding current clients/ High Level customer service and delivery for repeat business5. Timely use of resources ( budget & time)6. We Position our Club brand as being synonymous with quality and a company that delivers your expectations “Sydney’s 5 star club. determine your position! what does your Club do ? and where do you fit in comparison to your local competitors- are you the biggest or the friendliest or have the funniest entertainers- anyway you get the point- so many marketers are shouting out at everyone-!
- mgIncreasing Revenue/Awareness in Food and Beverage RestaurantMajor Seasonal Menu Launch PromotionsPromote for introductory visits through deal websites/other programs to expand the number of introductory visits Cudo, Scoop On, Living Social, Our Deal - Cross departmental referrals and promotionsDevelop and promote a restaurant loyalty programFacebook page to focus more on therestaurant Website online competitions
- mgIncreasing Revenue/Awareness in Food and Beverage RestaurantMajor Seasonal Menu Launch PromotionsPromote for introductory visits through deal websites/other programs to expand the number of introductory visits Cudo, Scoop On, Living Social, Our Deal - Cross departmental referrals and promotionsDevelop and promote a restaurant loyalty programFacebook page to focus more on therestaurant Website online competitions
- Az One stop shop customers- offer all inclusive package Budget weddings- $98 – upsell servicesGoogle analytics Google analytics told us why people were not confirmingWhy we have packages on websiteEnquiry form
- AzPartnership / networking- key suppliers / plannersOwn dedicated Wedding Coordinators as a USPFocus on inviting potential clients into the venue and the “site inspection” will Close the sale.Advertising/Promotions in the Wedding market- how to chose what is the best medium- measure your leads, look at advertising with a target market that mirrors your average wedding client- are you getting enough bookings to justify the advertising spend, our in-house wedding expo- ROIHandling challenges- you may sit there thinking, how can we do this in our Club?- we don't have a pillar less ballroom with chandeliers or a sweeping staircase- but we too in our part of the market have our challenges, people compare us to venues with more parking and stand alone wedding reception venues, that are not sharing the space with other club members- it is all about your handling of these objections and turning them into positive benefits that put you ahead of the rest.
- Az Time saving- everything is easy, world is fast- efficient is the key. Customer Relationship management(CRM) Parking is easy, organising- give me what I had last year, we call them and offer to book it in after this years event- while is still strong and positive in the memory, saves them shopping around or being poached. Support them through their other projects, Christmas presents, school fundraisers etc, personal hobbies and interests.Low turnover of staffAccess to dedicated event coordinator-Corporate loyalty scheme- reward and encourage referrals- unlike weddings- this is a network for repeat business and them to refer friends colleagues etc. so much potential like a spider web, networking is once again very important here.Database development- testimonials- utilise some of the bigger corporates to grow your brand as being synonymous of what their brand means in the hearts and minds of other potentials- the testimonials then say- we are great as do you think the Westpac's and Unilever of the world would do business with us if we were not delivering.Professional Event Planners – target that group , networkingBusiness development- incorporate new business developmentstrategy focus on Government, Charity, PA’s, facilitators.
- Sri Lankan, Indian, Korean plus more- network and surround yourself with other suppliers from that community- reward referrals.Culture- become culturally savvy and learn what makes that culture tick- what are they looking for, show you understand their special needs and speak from a position of experience. staff that are from that county- overcomes language and other potential cultural barriersReputationRelationships and Referrals use images from past events promote on website. Advertising to that community, eg Indian Link, Korean newspaperMenu/ Food Vip tasting nights
- Direct target- do your research- what charity or community organisations in your area do which event and when do they start planning for theseClub GrantsPackages- price point, if they are fundraising develop a package or incentive to suit their budget, maintain profitability through offering seasonal food or a week night instead of weekend to save on staff labour etcVisits and directly contactingOffer fund raising advice and experience- many are volunteers and have not organised an event before, offer your experience and ideas and even offer to assist with advertising, as the more tickets they sell, the more money you will make too
- Mg We are in the unique marketing position of knowing who at least a big chunk of our customers are- we have a database of their contact details- how many businesses would kill for this information. We can talk to them directly, through a variety of communication tools that are a lot more effective and much cheaper per customer than a competitor venue, who are out in the cold dark world shouting out to everyone, trying to hope they can catch the potential events client. we can get to know them intimately- what is their favourite drink, do they enjoy football or poetry.- we need to ensure we keep this vital database as accurate and relevant as we can- we then need to use, this asset as precious as gold, to our benefit and target them directly with various offers- we send them a birthday cardan and a special offer for their birthday if they hold a party here in our function rooms- timing is everything-so consider when they would be planning this event. Member Communication- members magazine, sms, email – special offers only advertised to them directly Clubhouse= “Home away from home”Incentives and special benefits- Loyalty Program incentives Offer member only promotions for specific times- eg include birthday cake
- Az Set up alliances with local business/ groups/ suppliersEmploy a dedicated full time BD executor- potential clients will have a relationship with them, not distracted by event coordinating- always selling and leaving other to manage the eventCalendar with targets and focus markets for specific time of the year with specific goals and follow up plans-Relationship Based- networking is they key- how many people do you know who know people?IncentivesUtilize data to target offersSchools program- morning tea and how to get past the gatekeeper
- Mg main plan must generate roi- keep analysing , fine tuning and tracking is the key to advertising success.Members Marketing- Club Magazine, sms email- database specifically targeting , profiling staff to maintain relationship focus- website and publicitySignage, referrals- word of mouth from previous customers or associates, Above the line advertising- radio, print, magazine- need to mass market weddings particular as it is a narrow and very fluid market- e card to collect database for even tightly targeted advertising form a mass pool- interactiveDeal/Coupon Websites-Promote for introductory visitsFlyers, PostersDirectly targeted marketing
- mgSocial networking- Facebook, twitter and blogsWebsite and search engine optimisation- ad words, key words, how do I rate on a search and how do I stay on the front page. Website competitions and databasesFunction packages- monitor downloads- we don't gate- but are considering putting in an incentive to download your details as we are finding the rate of downloads is a lot higher than the enquiry levelOnline bookings/ enquiry form- quick quote buttonDeal websites- beware of commission, use to closely den specifically target quiet times or a smaller room/spaces when the best or bigger rooms sell quickly or in off peak periods such as January for us.Online bookings/ enquiry form- make it easy- while they are at work or shopping on lien at night. Sms/Email- great as a reminder-and act today- eg wedding expo this weekend- send an offer to give them a reason to come into the venue right now!Google Analytics- watch the traffic and movement and the downloads, know your customers and react quickly if your strategy is not working PDF’s function packages- monitor downloads
- Mg Dedicated events site has demonstrated a big improvement in trafficutilising client real photographs creates authenticity and shows you do a variety and a large number of eventsKeeping Facebook active and alive
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- sms product, decreased from 22 cents in 2009, to 10 cents in 2011/12 and now down to 5 cents in 2012/13. costs savings of $30 600 per year. Email- decreased from $789 to $237 per month from 2011/12- 2012/13 due to strong negotiations and sourcing a new supplier. Resulting in a cost savings of $6624 per year.EBar –we successfully re-launched evolution on Wednesday nights with limited discounted products, promotions and other activities, increased Facebook profile. Revenue on average pre promotional period was $3,900.86 per night. From the start of the new promotions and advertising 30 November- 30 June revenue on average was $7,129.72 per night. This represents an increase of $3228.86. If this continues for 12 months this will result in a revenue increase of $167900 to E Bar revenue. Print quality has improved and price remained consistent, after a tender process and quality and delivery issues with a previous supplier.E Plus Star Rewards and Membership- tiering program, the team has added excitement to further engage members and reviewed rewards. Extending the program. Communication has been strong.Business Development program commenced and generated great results from the schools marketBranding- Sydney’s 5 star Club- strong message and recallStrong marketing campaigns established for Major Club events, Events particularly for weddings, social and cultural, restaurant, level one fitness and Casino areas. Strong website presence and stage 1 of e marketing has been producing good results, traffic and enquiries. Online booking has been set up and commenced for major events and also for the restaurant.Strong telemarking/direct communication produced very high number of bookings and subsequently revenue, for major events sWedding expo- strong advertising and event profile generated high volume of enquiries resulting in the events team booking the highest number of weddings ever- 16 booked. Totalling revenue of $185,820 to date and improved relationships with industry suppliers for future referrals.Radio advertising- Mix 106.5 and 2 day fm- new creative developed and generating great numbers, to increase website traffic.Increased and built more community relationships- strong movement from the schools market and local sporting and community groups through sponsorship programs.Focus on publicity and building profile of the Terrace Bar and Grill and e bar. Great coverage and publicity through SMH, NDT, Telegraph and Club Life on tapas product and on the Chef.Advertising negotiations went very well on sms product, decreased from 22 cents in 2009, to 10 cents in 2011/12 and now down to 5 cents in 2012/13. costs savings of $30 600 per year. New provider has better connectivity and more reliable delivery statistics too.Advertising negotiations-email messages, decreased from $789 to $237 per month from 2011/12- 2012/13 due to strong negotiations and sourcing a new supplier. Resulting in a cost savings of $6624 per year.EBar –we successfully re-launched evolution on Wednesday nights with limited discounted products, promotions and other activities, increased Facebook profile. Revenue on average pre promotional period was $3,900.86 per night. From the start of the new promotions and advertising 30 November- 30 June revenue on average was $7,129.72 per night. This represents an increase of $3228.86. If this continues for 12 months this will result in a revenue increase of $167900 to E Bar revenue. Print quality has improved and price remained consistent, after a tender process and quality and delivery issues with a previous supplier.E Plus Star Rewards and Membership- tiering program, the team has add excitement to further engage members and reviewed rewards. Extending the program. Communication has been strong.Business Development program commenced and generated great results from the schools market, Next stage is to focus on the corporate market.Branding- Sydney’s 5 star Club- strong message and recallStrong marketing campaigns established for Major Club events, Events particularly for weddings, social and cultural, restaurant, level one fitness and Casino areas. Strong website presence and stage 1 of e marketing has been producing good results, traffic and enquiries. Ready to implement stage 2 and develop and implement more innovative strategies, particularly in the events and level one fitness areas. Online booking has been set up and commenced for major events and also for the restaurant.Strong telemarking/direct communication produced very high number of bookings and subsequently revenue, for major events such as Melbourne Cup, Christmas Day luncheon, New Year ’s Eve.Wedding expo- strong advertising and event profile generated high volume of enquiries resulting in the events team booking the highest number of weddings ever- 16 booked. Totalling revenue of $185,820 to date and improved relationships with industry suppliers for future referrals.Radio advertising- Mix 106.5 and 2 day fm- new creative developed and generating great numbers, to increase website traffic.Increased and built more community relationships- strong movement from the schools market and local sporting and community groups through business development and sponsorship programs.Focus on publicity and building profile of the Terrace Bar and Grill and e bar. And function facilities. Great coverage and publicity through SMH, NDT,Telegraph and Club Life on tapas product and on the Chef.
- mg