Pipeline Marketing's presentation from the 2016 PGA Merchandise Show Education Conference

1. 2016 PGA Merchandise Show Education Conference
pipeline marketing
The Simple Little Formula That
Can Double Your Golf Revenues

2. 2
We began nearly a decade ago through this single observation:
Pipeline Marketing
Golf courses, private clubs, and lifestyle-related properties weren’t
using the same kind of advanced technologies and techniques that
were optimizing sales and marketing in practically every other setting.
So we set out to empower them by helping target the right audience,
spark actionable interest, and craft marketing communications that
are more responsive, consistent and engaging.
Shannon Herschbach
Co-Founder
Mike Phelps
Co-Founder

3. 3
Perspective
• The world is transforming from “Linear” to
“Exponential”
• We’ve been programmed to predict the future
from the past – local perspective
• Exponential technologies are today’s asteroid
• Rate of change is increasing – Change is no
longer century to century or decade to decade,
but year to year – global perspective.
• Those that are lumbering and slow are not be
able to keep up

4. 4
Our Minds Are Not Adapted to Think
Exponentially
Future is Projected from the Past
Take 30 Linear Steps = Go 30 Meters

5. 5
Take 30 Exponential Steps…
26 Times Around Earth!
Go 1,073,741,824 Meters
1 2 4 8 16 32 64 128 256 512

6. 6
Disruptive Stress or Opportunity…?
We are
Exponential
Technologies +
Services

7. 7
Example
1996
$28 Billion
140,000 Employees
100+ Years in Business
20 Years Earlier a Kodak
Employee Invents Digital Camera
0.01 MP / 12 B&W Pics
Kodak Deems it a “Toy”
They Sell Paper + Chemicals
Ignore It
2012
Bankrupt
17,000 Employees
100+ Years in Business
2012
$1 Billion
13 Employees
1.5 Years in Business

8. 8
EXPONENTIAL MARKETING

9. 9
We Have The Ability to Reach More
People Than Ever Before At Any
Point In Human History

10. 10
Even the best courses and clubs tend to
have LINEAR marketing – all we have to
do is just be a little bit better and we can
DOMINATE a market!

11. 11
The Exponential Marketing Equation
PROMOTION PROCESSPOSITIONING PROFITS
Practical Value
Intrinsic Value
Batch + Blast
Segment + Target +
Customer Value
Optimization
Manual
DM + CRM +
Automation
Linear
Exponential

12. 12
Two Ways to Increase Profit
1. Sell More Stuff
• Improvement in Process
 Digital Marketing Platforms
 CRM + Marketing Automation
• Improvement in Promotion
 Segmentation + Targeting
 Customer Value Optimization
2. Sell Stuff at a Higher Price
• Improvement in Positioning
 Perceived Value
EXPONENTIAL
Practical Value + Intrinsic Value = Perceived Value
Increased through
Promotion and
Positioning

13. 13
Positioning
• Stand out – build things worth noticing right into
your products and services
• Tailor content – communicate with your customer
avatars as directly as possible and address their
needs not your goals
• Connect to emotion – your story should be as
much about the “why” as it is about the “what”
• Maintain high standards for design – quality and
consistency of your website, email campaigns,
advertising or social media all dictate whether or
not your brand is perceived as valuable
Intrinsic Value = Exponential Service

14. 14
Process
• Buying Traffic on Social Networks will Increase Your Reach Exponentially
• Search Optimization (SEO) only works for active seekers (intent-based
search is only 5-10% of all internet traffic)
• Audience Targeting is Specific (Really Specific)
• Viral
• Measurable
• Scalable
Digital Marketing Platforms = Exponential Technologies

15. 15
Like Having A Billboard Located On a
Highway Where Only Your Exact Target
Audience Drives
…and you only pay if they pull over and write down
your phone number / website

16. 16
Process
• Most people will not buy after
their first interaction with your
brand - Don’t stop marketing
after the click
• Nurture and Engage Customers
with Automated Follow-Up and
Retargeting
• Automate as many of the
touchpoints along the buyer’s
journey as possible to educate
and motivate customers
CRM + Marketing Automation = Exponential Technologies

17. 17
Promotion
Indoctrination – Branding and General Awareness
Customer Value Optimization – Break Your Products + Services
Down Into Three Sections:
• Tripwire
• Core Offer
• Profit Maximizer

18. 18
Promotion
This is a micro product/service that allows you to begin
the buyer relationship at a fraction of the core product
cost. There is something magical about getting a
customer to make that first small purchase, which
increases your chances to sell your core product when
the time comes.
1. The Tripwire
Lessons, Tees, Balls, Gloves, Range

19. 19
Promotion
Your core products/services are the heart of your
business. Most customers need to be nurtured prior to
reaching this stage of your funnel – some customers
may only reach the core product offer if they’ve first
purchased your tripwire offer.
2. The Core Offer
Golf (Single / Family / Bundle)

20. 20
Promotion
Customers only reach these offers if they’ve first
purchased your core product or service, as these are
items that complement that purchase. These could be
add-ons, upgrades or complementary services.
3. The Profit Maximizer
Lessons, Merchandise, Clubs,
Membership, Leagues / Group

21. 21
EXAMPLES

22. 22
AWARENESS CAMPAIGN
Example 1
POSITIONING
Core Avid Golfer
POSITIONING
Family / Golf

23. 23
INDOCTRINATION
Core Avid Golfer
LEAD MAGNET
Core Avid Golfer
LEAD GENERATION CAMPAIGN
Example 2

24. 24
HIGHER CONVERSION RATES THAN WEBSITE
Landing Page
• Be Brief
• No navigation
• Bullets, Images, Negative Space
• Clear Call to Action (only one)
• Consistent “Scent”
• 5 Form Fields Maximum
• Pixeling Code
• Unique URL
• Confirmation page link to website

25. 25
92,000 Impressions
1,269 Unique Clicks
138 Claimed Offers (11%)
74 Redeemed Offers (61%)
$2,146 Revenue
$16.22 CAC
178.8% ROI
CUSTOMER VALUE OPTIMIZATION CAMPAIGN
Example 3
30 Day Tripwire

26. 26
Direct Link to Book Tee Time
Survey to Win Annual Membership
If they Made a Tee Time, Received
Profit Maximizer with Titleist Ball
Upgrade $39
Total Additional Revenue: $663
New ROI = 208%
CUSTOMER VALUE OPTIMIZATION CAMPAIGN
Example 3
Autoresponder Email

27. 27
Retargeted to:
People Who Did Not Claim Offer
People Who Visited Website
People Who Visited Landing Page
AND
People Who Looked Like These
People
Total Additional Revenue: $493
New ROI = 220.3%
RETARGETING CAMPAIGN
Example 4
Retargeting Ads

28. 28
TAKEAWAYS

29. 29
1. Positioning + Promotion + Process = Profit
2. Apply the Formula Using an Exponential Approach
3. Positioning: Create or Add Implied Value, Not Just Practical Value
4. Process: Leverage Exponential Technologies (Digital Marketing, CRM and
Marketing Automation) to Attract and Nurture Interest
5. Promotion: Build Relationships By Audience Segment, then Use Customer Value
Optimization (Tripwire, Core Offer, Profit Maximizer) and Retargeting
THE SIMPLE LITTLE FORMULA TO DOUBLE GOLF REVENUES
Takeaways

30. QUESTIONS?

31. pipeline marketing
Thank You!