Little Red's Big Ideas

Procrastinators Wanted for Marketing Webinar

If you're one of those people who suffers from a bit of ADD,tends to procrastinate a tad OR just can't seem to find a time to focus on your marketing -- Have I got good news for you!

I am thrilled to begin the California Parks and Recreation Society Parks Make Life Better!® Webinar Series this Tuesday, May 8 (with a second session on May 15).  And YOU are invited!

The cost to attend is only $10 and we are filling up fast! Whether your agency is currently involved in the Parks Make Life Better!®  branding campaign, or you are considering becoming involved, I strongly encourage you and your staff to grab a spot at this interactive session.

 For more information or reserve your spot -- click here. 

You can also cut and paste this link into your address bar:  http://www.cprs.org/index.php?option=com_content&view=article&id=749:the-make-a-take-marketing-plan-webinar-parks-make-life-better

If you have any questions please give me a call at 760-809-3231.

Create a Sponsorship Genetic Code

I'm a Tom Searcy fan!  I love reading his articles on CBS Moneywatch and find myself quoting (borrowing? stealing?) his soundbites.  The least I can do is pass along the wisdom as a gift to my blog readers.  

Today I came across an article (which you can read in its entirety by clicking here) which perfectly applies to anyone looking to land sponsors big and small.  (But why go after small sponsor dollars when, with a little advice from Searcy, you can turn a minnow into a whale of a sponsor.)  

The article says that "before you can begin seriously attracting prospects, you must create a marketing genetic code that is attractive."  Searcy is talking about creating physical magetism; Actually creating the kind of organzation, event, program or opportunity that sponsor prospects want or feel a need to be part of.  Do people stand up, listen or even notice your selling messages?   Do they tune in and perk up during networking discussions and presentations.  Your sponsorship "pitch" is your selling message and must contain what Searcy refers to as marketing DNA.

Here are Searcy's ten steps to help create these all-important marketing genes:

 1. Name it. Create a business, product, or website name that gives potential clients a hint at the results you can produce for them. The worst possible name or website name is your name. Sorry to say, clients don't want us, they want results.

2. Choose words wisely. Write a headline for your website and marketing materials that describes your audience and the results you produce for them. Do this in no more than 10 words.

3. Name your prospect's pain. What are your client's worries, frustrations, and concerns that you help solve? This is also called the FUD factor: fear, uncertainty, and doubt.

4. Pick a process. Describe your solution or methodology for solving these pains. What process do you follow to produce results? Offering a proprietary problem-solving process that you name and trademark is best. This answers the all-important question in their minds: "Why should I do business with you instead of one of your competitors?"

5. Mention the myths. State the common misperception or myth that holds many back from getting results. Why doesn't everybody do what you named in step 4?

6. Do this, don't do that. Get specific with prospects. Tell your prospects what they need to do in general to solve their problem. Pretend they weren't hiring you and you had to describe the steps they should take for success.

7. Include other good things. List any other benefits they get from following your methods. What other good things do people get when they do what you advise?

8. Name the numbers. Elaborate on your track record of providing measurable results for clients. This is not about years in business -- it's about quantifiable success. Be as specific as possible. Use numbers, percentages, and time factors.

9. Be helpful online. Create a website with free articles on how to solve these pains. Each article should be about 300 to 600 words. What's a good format? Consider the numbered tips approach you are reading right now (easy to write, easy to read).

10. Make them an offer they can't refuse. No, not an offer that might remind anyone of Don Corleone in "The Godfather." Offer prospects a free special report on your website. You are offering to trade a valuable piece of information for their email address. Tell them they will also receive a tips eNewsletter from you. Assure them you will maintain their privacy and that they can easily opt out of your list anytime they want.

 Don't sound like everyone else and you won't be treated like everyone else. Follow this advice and you will get the last laugh.

 

POP Marketing - How to Turn Parks and Recreation Centers into FREE Marketing Tools

Although I have no affiliation with The Active Network, I know they offer an ever-growing inventory of on-line registration and "integrated marketing" solutions.  I, however, have come to appreciate their ability to condense and share information with our shared customer base.  

For example, but they have a host of talented writers who share practical marketing ideas and customer retention strategies via a wide array of on-line and offline resources.  LIKE their Active Communities Facebook Page to keep up on trends and ideas specific to parks and recreation agency needs and concerns.  

I've also become a huge fan of  Henry O'Loughlin who, among other things writes spot-on articles for Active Network Communities Blog.  The blog, according to its homepage,  "helps parks and recreation agencies, campus recreation departments, YMCAs, and other community organizations get more participants, manage their operations better, and build stronger customer relationships."  Sounds like we (Little Red's Big Ideas and the Active Communities Blog have a lot in common!

Here is an excerpt from an article by O'Laughlin which highlights the POP (Point of Purchase/Participation) concept for park and recreation agency facilities.  The article asks:

How many people visit your facilities each year? Between pools, rec centers, parks, and gyms that number is probably pretty high. It’s also your total yearly reach if you use walls, benches, and counters as places for marketing messages. Here are some things to consider before investing in display advertising:

 Places to put marketing materials

•  
  •  
    • Counter tops
    • Benches
    • Lavatories
    • Outdoor signs
    • Trash cans and recycling bins
    • Walls

I can also think of many more places to promote your brand inside and outside your parks, recreation and community centers.  Here are some of my ideas...

Interior and Exterior Murals

Waiting areas (people will read ANYthing while their waiting)

Fence and field signage

Entryways 

Counters

LCD Screens/Video Displays

 

How do you take advantage of your on-site marketing opportunities. Please comment below

2012 CPRS Handouts

I'll make this quick since most of you just want the handouts from the FOUR super-fun sessions (well, I thought they were wonderful, I hope you had a good time) I presented at the 2012 California Park and Recreation Conference in Long Beach Last Week.  

I have been attending this Conference for almost 20 years. (I think my first CPRS conference was in San Diego in 1994 or 1995.) This conference was special, however.  Not only did I notice a young, enthusiastic audience in each of my session rooms. But, there was also a feeling of optimism that has been missing over the past few years.  There is still the bad news of still-shrinking budgets; an economy that seems super-glued to a place called "STUCK" and the fact that many park and recreation agencies disappeared altogether or have been merged (or swallowed by) other departments.  But, it also seems as if many departments have gone through the cuts required to move forward bringing HOPE back into a profession that delivers HOPE and HAPPINESS to so many Californians.  

What did you think of the atmosphere at Conference?  Do you agree that there was a sense of optimism or was I just hanging out with happy people?  Before you download the handouts, leave a comment or two to let me know your thoughts...

Download Branding using Memories

Download Awesome Apps 1 page pmlb qrcode 2012

Download Sponsors PMLB - This is a PowerPoint Presentation

I also did a Round Table at Conference.  Here are the notes used for session.   Download 30 in 30 minutes or less

URPA 2012 Workshop Handouts

Here are extended versions of the session handouts (including my Breakfast Keynote) presented at the Utah Parks and Recreation Association Annual Conference at the beautiful Zermatt Resort.  

If you download the handouts please leave a comment letting me know what you thought of the workshops and materials.  Thanks for having me! And have a great time putting YOU in your commUnity!

Download Utah Keynote - Putting YOU in Community

Download Make and Take Customer Retention 6 page

Download Hire, Train, Keep Staff Short 2012

Addicted to Strangers

I must admit that I love strangers! I love learning about new people and hearing their stories.  I'm not afraid of asking questions.  But I also know that this is an unusual trait since most people don't love the idea of striking up conversations with complete strangers.  So when I read this story, Rules of the Road: The Quick Guide to Better Networking by Tom Searcy (an accomplished salesperson who admittedly hates face to face networking), I was curious about the ways Searcy has gotten more comfortable with the process.   

The article from CBS Moneywatch shared four specific rules for effective networking.  While I think I adhere to these roles pretty naturally, I thought others might benefit from the short list:

1. First and foremost, it's not all about you. Keith Ferrazzi's book, Never Eat Alone, taught me a lot about networking, and the most important point is that it's not about you. If you spend your time meeting people and trying to see if there is a way you can be of help to them, you put your mind in the right order, and it is easier. Why? Because you may not be a great networker, but you are a great problem solver. If you can help someone else with an issue, idea or contact, you are working in the sweet spot of your skills. Along the way, good things will happen for you, too.

 2. Set your goals. When I attend an event, I typically have between one to three people I specifically want to meet who I've picked out in advance. If they are not there, or they are completely encumbered, I go to my back-up goal. Set a number of new people, let's say five or 10, who you are going to meet, ask two questions, and swap cards with. Once you have hit your number, you are off the hook. You met your goal and you can go home, see a movie, catch the end of the game at the bar, it doesn't matter. You set a goal and you hit it. These networking events are not a prison-sentence if you don't make them one.

 3. Ask good questions. "What do you do?" "Tell me about your company" and "How long have you been with your company/this industry/this association?" are all typical openers and they get typical answers. Boring. Try a few other questions instead:

 -- "What business problem does your company solve? What is the best example you have of how you are doing that?"

-- "What has been the biggest win for you/your company in the last six months? What do you think it will be in the next six months?"

-- "What is the most interesting initiative you have planned at your company this year? How will that change your company the most?"

The point is that you want to pose questions that provoke and initiate conversation out of the normal routine. These questions should help you achieve that. Once people have answered your questions, you have just one more to ask: "That's great. Is there some way I can help you?"

 4. Exit gracefully. I watched a real pro work a room at a cocktail party the other night. She would introduce herself, ask a question or two, ask if she could help, and then she would simply put her hand out to shake and say, "It has been so nice to spend a few minutes getting to know you. I hope you have a great spring." She would smile graciously and just move on. She took the initiative to introduce herself, controlled the conversation with a few questions, and then she left. There is a courtesy to be observed at a networking event that involves not monopolizing someone's time. The rhythm she set was at just the right tempo to accomplish what a networking event should do.

Share your networking secrets below or share a story about a memorable networking experience!

The Power of Words in Customer Service

Every once in a while I come upon an headline in my newsreaders that is so simple I just have to pass it along.  When I saw the title "Six Most Effective Words in Client Service" I clicked to read more (the goal of every headline!).  As a quickly skimmed the article, posted on CBS Moneywatch, 

I realized that these six words should be trained (I can help with that wink, wink) and posted at every "call center" and recreation center counter in the universe.  By making these words part of everyday vernacular -- many, MANY customer service dilemmas would be squashed at the onset, rather than elevated to conflict.  The article (which you can read in its entirety here says:

"The goal, of course, is to make the customer as happy as possible with the service experience, even if the outcome isn't exactly as she had hoped for. It is, in fact, possible for a customer to have a positive feeling about a company even if she doesn't get what she wants. And that is where words make a big difference:

 - People respond positively to words that are active rather than passive. There is a world of difference between "I can" and "I will."

 - Words of genuine compassion and empathy suggest that you are not just carrying the company line or reading from a memo.

 - Delivering those words in a cheerful, upbeat, and most importantly, natural manner(appropriate to the circumstances, of course) suggests one human being's desire to help another, not just an equivocal, noncommittal suggestion that something "may" be possible.

Here, then, in no particular order, are six active, enthusiastic, mood-altering, wonderfully human words that will dramatically change the way customers react to your conversations, e-mails and text chats. They are ridiculously simple, yet potent tweaks to the normally gray, predictably mundane language of customer service:

 "Delighted"

"Absolutely"

"Pleasure"

"Happy"

"Sorry"

"Yes"

Of course, actions always speak louder than words and false promises will lead to complete lack of customer satisfaction, loyalty and retention. But whether it's good news, bad news, or simply passing on information, your choice of words will have a significant effect on the way the customer hears what you're saying, and consequently the way she feels about it and reacts to it.

What words do you LOVE or HATE to hear when you are a customer seeking assistance or help with a problem?

You always ask me: What is the best marketing tool? It is...

Calendars!

Every year I sing the praises of using custom printed calendars to keep your name/brand and contact information in front of your customers. With budgets tighter than ever -- this is DEFINITELY a great marketing investment.  This year I've even posted an order form to make it super simple for you to jump on this once a year opportunity!

Hands down! Custom-printed calendars are one of the most functional and cost-effective of all advertising tools. Even in this age of smartphones, Blackberries, Outlook and other electronic calendar systems -- there's nothing like a visual wall calendar when it comes to planning time, recreation activities, sports schedules and events.  While you can purchase calendars for as low as low as .25 each, I always recommend a 12 month appointment-style wall calendar with beautiful photos that align with your mission -- Healthy Kids, Going Green and Motivation are this year's favorites.  Click here to page through an online catalog where you can explore over 100 different calendar themes and styles -- all with GUARANTEED INVENTORY through the end of the year.

The Farmer's Almanac first published in 1818 was the very first promotional product making calendars the original ad specialty. These classic promotional power-tools have stood the test of time AND technology for good reason -- they are a necessity in the office and at home. But don't take my word for it; here are some statistics, based on an independent study conducted by the Calendar Marketing Association,  that will further convince you that, when looking for a place to put your logo, web address and contact information -- nothing beats wall calendars.
 

• 83% of customers purchase products or services from the company that gave them their calendar. And 94% of calendar recipients can recall the advertising message on their calendar.
•  The average person working in an office looks at a calendar 12 times a day. Multiply that by 5 business days a week and then by 50 weeks a year. That's 3000 ad impressions a year!

At home the average family views their calendar about 5 times per day. When multiplies by 7 days per week, 365 days a year and your message will be seen (wait, I need to grab my calculator) well over 12,000 times each year.

Think about all of the time, energy, money and paper used in the attempt to get your brochures or flyers in front of your customers throughout the year... compare that to the annual cost of keeping a calendar in front of key contacts day in and day out!

By getting a calendar on the walls of your customers, volunteers, gatekeepers (teachers, real estate agents, doctor's/dentist's offices, etc) you are getting priceless exposure for a teeny tiny price.

One of the best things about calendar marketing is your ability to order very small quantities.  Think of 100 people who most influence you customers -- AKA gatekeepers.  These might be teachers, school nurses, pediatricians, real estate agents, coaches, sponsors, the list goes on and on.  Choose as few as 100 of these influencers.  Order 100 imprinted calendars with your web address, logo, tagline or call to action and send or deliver these useful gifts to these gatekeepers.  You can even attach a Holiday Letter to the front of the calendar with a special offer, coupon or invitation. 

Not only will your calendar be viewed as a kind holiday greeting, but it will hang around for an entire year!  But, like all good things -- the window closes on this marketing opportunity.  The best time to give calendars is NOW through the end of January.  So contact Andy right away and he'll get your order processed right away -- in plenty of time for year-end delivery. 

Special Offer for my Blog Readers - When you contact Andy by December 9 (That's this FRIDAY), mention that you're a blog reader and we will pay for your shipping!  FREE shipping, big exposure, little price -- it's a perfect year-end promotion!  But call NOW - 800-IADVISU - (800-423-8478)!

 

Occupy Protests Push Parks to the Limit

Parks have always been such wonderful places for communities to -- well? -- commune.  

As the Occupy Wall Street Movement continues to spread and occupy many public places far from Wall Street (did it every really occupy Wall Street?), it occurred to me that many parks have become unofficial campgrounds for protesters.  Because community parks don't have the facilities and capacity for overnight "campers" -- specifically in such large numbers I began to wonder, "Who's paying for all the wear and tear on these parks across this great land of ours?"  While the protesters (aka Occupiers) have a first ammendment and legitimate right to gather, protest and speak their mind -- is it also their right to add financial burden expenss to already choking city budgets?  

My answer came today in a story about the Occupy Portland (Oregon) movement entitled, "The City's Costs to Its Parks Thanks to Occupy Portland? $130,000."  According to the article:

"The Portland Bureau of Parks and Recreation has revealed what it cost the city to have Occupy Portland camped out in Chapman and Lownsdale squares for 39 days: The bill comes to about  $130,000.

That's $85,850 to retore the parks, plus another $45,000 for maintenance work during the Occupation. 

The biggest single cost? $28,000 to repair the men's bathroom in Lownsdale. All three toilets are "destroyed," along with the pedestal sink, and new plumbing is needed in the walls. (Occupiers complained in October that the sink was broken before they moved in.)

Restoring the grass in both parks will cost $12,900 through winter and spring—but parks workers say they "did not encounter any evidence of obvious soil contamination.

Hmmmm -- it makes me wonder?  Should there be a protest against the protest? And where would that occupation take place?  If your agency is dealing with an Occupy Wherever group -- be proactive (but NOT political!)  

• Talk to your public information officer about developing a story to discuss the direct and indirect costs of the movement on your depeartment.
• Let your community know how you are helping keep those in your parks safe and secure.    
• Set up a system to make donations to help with clean-up or additional maintenance efforts.  
• Engage volunteer groups to help with clean up and post protest beautification.

Finally, a newspaper who gets it!

It was a tough weeknd!  My Chargers lost and my Vikings lost but I still felt like a winner when I read this Letter to the Editor in the Philadelphia Inquirer.  

The "City of Love," like so many urban areas struggles with youth crime and violence.  Ari Melman, a junior studying business administration at Drexel University pens this Op/Ed piece titled: "Curfews and Criminalization Won't Work." 

The article opens by saying, "The excessive criminalization of Philadelphia's young people has only pushed them toward flash mobs and other violent activities. Instead of responding with more criminalization - such as the city curfews instituted last summer - officials should be encouraging structured play, public spaces, and harmless social gatherings."

Safe spaces for structured play, recreation and socializing is key to juvenile crime prevention.  Continues Melman in his article, " Efforts to promote structured play, by contrast, have been proven to decrease violence in Philadelphia schools. At Charles Drew Elementary, the nonprofit organization Playworks helped improve student participation, cooperation, and focus in classrooms by organizing play at recess and other times, and violence went down school-wide, according to administrators. But uncertain district and school finances have put such successes in jeopardy; arts and play programs are often the first on the chopping block.

Youths in neighborhoods that support play tend to be better off and less violent, according to the National Recreation and Park Association. Students participating in at least one hour of extracurricular activity are 49 percent less likely to use drugs and 37 percent less likely to become teenage parents. Accessible public spaces help young people develop positive social relationships, learn conflict resolution, and become more civic-minded.

There are signs that policymakers are learning this. The city curfew, for example, was accompanied by extended hours at recreation centers - a sign that officials understand criminalization won't solve the problem.

Rather than categorizing all young people as probable criminals, the city and schools must adopt more policies that support and encourage law-abiding youths. When kids don't have ways to play peacefully, they find other ways to gather and entertain themselves. But if we stop treating our children like criminals, they'll stop playing that role."

Read the entire article by clicking here and tell us how your cities are reducing juvenile crime with creative alternatives.