{
Marketing and Sales for Auxiliary
Services
Implementing an Integrated Plan
NACAS West
June 3, 2013
Las Vegas, NV uniquevenues.com • 866.266.6857

{ integrated marketing approach
The blending of online and offline marketing strategies implemented in the most cost-effective way and providing the highest ROI uniquevenues.com • 866.266.6857

{ the funnel approach
Awareness
Knowledge
Liking
Trial
Preference
Evangelist uniquevenues.com • 866.266.6857

{ b ut, all to often… uniquevenues.com • 866.266.6857

{ before filling the funnel knowledge
DATA
uniquevenues.com • 866.266.6857

{ knowledge
• What are trending consumer behaviors
• What are current trends in your industry
• Who are your benchmark institutions and what are they doing right
• What are the trends in parallel industries where your students and other customers will spend money?
uniquevenues.com • 866.266.6857

{ competitive landscape
• Who are your direct competitors
– Who do you lose revenue to directly
– What is their differentiating point(s)
– How do your prices, services and reputation compare
• Complete a competitive analysis
• Who’s gaining top of mind in the industry
– Basically, who do you hear about all the time?
– Who’s the Ivy League of Auxiliary Services uniquevenues.com • 866.266.6857

{ data
• Develop a customer database…capturing your customer’s information
– Internally driven lists that are accessible
• Internal Surveys
– Past Clients
• Membership Lists
– Alumni Association
– Athletic Clubs
– Meeting and Event Planners
• Data Mining
– Yahoo Local uniquevenues.com • 866.266.6857

{ an important question
WHAT ARE THE THREE TOP REASONS THAT
CUSTOMERS LEAVE?
WHAT IS NUMBER ONE ON THE LIST?
uniquevenues.com • 866.266.6857

{
Service Philosophy
• Service is a top down initiative
– Administration first
– Management second
– First line employees third
• It must be comprehensive
– All departments in Auxiliary Services
– All contract services
• It should be evaluated
– Survey clients
– Employee evaluations/accountability uniquevenues.com • 866.266.6857

{
5 steps to an IMP
uniquevenues.com • 866.266.6857

{ identity crisis?
uniquevenues.com • 866.266.6857

{ consumer behavior
uniquevenues.com • 866.266.6857

{ emotional and rational appeals uniquevenues.com • 866.266.6857

{ consumer behavior
• Many consumers’ motives for their purchases are based on their emotions .
• Their feelings for the brand overpower any rational appeal (price, proximity, ease of purchase).
• Are you emphasizing an emotional appeal of your venue or the rational ? uniquevenues.com • 866.266.6857

{ case study: Southwest Airlines
• Marketing emphasizes both rational and emotional appeals
– Rational : low cost carrier, no extra fees, accessibility, price assurance, no change fees
– Emotional : youthful, humorous, customer oriented, the glory days of flying, they’re the fun and friendly airline…comparatively uniquevenues.com • 866.266.6857

{ defining your brand
• What are the rational reasons a student or other customer should choose your services or product?
– Price, proximity, location, product, features, anything quantifiable
• What are the emotional reasons?
– Is it your staff, your service, anything intangible that makes your business stand out.
uniquevenues.com • 866.266.6857

{ differentiating point
• What makes your business unique?
• Case Study- UNLV Event Services
– Rational Appeal: Accessibility, affordability, attractive facilities, advanced meeting technology, capable and available staff, one of the top hospitality programs in the country…it has to be good, etc.
– Emotional Appeal: Location appeal, excellent customer service, on the edge of fun uniquevenues.com • 866.266.6857

{ case study: UNLV
UNLV offers an unparalleled meeting venue that allows guests to experience the excitement of the world’s largest playground affordably while providing exceptional conference services and the advanced technology that planners expect today.
uniquevenues.com • 866.266.6857

{ activity
• What are three rational appeals of your campus service?
• What are three emotional appeals?
• What is your differentiating point?
uniquevenues.com • 866.266.6857

{ what do I need to accomplish?
uniquevenues.com • 866.266.6857

{ establish goals that are…
uniquevenues.com • 866.266.6857

{ establish goals that are…
• ATTAINABLE
– Financial
– Service
• COLLABORATE
– Remain within mission
– Involve team and service partners
• MEASURE
– Pre-determine method and evaluation process uniquevenues.com • 866.266.6857

{ activity
• What is one new ATTAINABLE goal?
• Who are your COLLABORATION partners that will help in achieving this goal?
• How will you MEASURE your success?
uniquevenues.com • 866.266.6857

{ taking action
uniquevenues.com • 866.266.6857

{ planning rule
Always ask…does this strategy help to…
GET
KEEP
uniquevenues.com • 866.266.6857

{ remember the funnel
Awareness
Knowledge
Liking
Trial
Preference
Evangelist uniquevenues.com • 866.266.6857

{ awareness
• Informative Website
– SEO for externally focused auxiliary services
• Advertise
• Internal and External Trade Show Marketing
• Third Party Memberships for External
Marketing
• Internal and External Sponsorships
• Online and Offline Product Brochures
• Professional Memberships uniquevenues.com • 866.266.6857

{ knowledge
• BLOGS…Be an expert!
• E-Blasts
• Departmental Sales Calls
• Presentations to Student Groups
• E-Newsletters
• Involvement
• External and Internal Networking uniquevenues.com • 866.266.6857

{ liking
• Active and Consistent Facebook Page and
Postings
• YouTube Videos
• Tweet Like You Mean It
• Pinterest Page uniquevenues.com • 866.266.6857

{ trial
• Showcases to “Try” your product and services…similar to Groupon
• FAM Tours for conference services
• Deep Discounts for First Time Use
• Flash Sales uniquevenues.com • 866.266.6857

{ preference
• Referral Programs
• Friends and Family Discounts
• Incentive Programs
– Frequent User Rewards
• Value-Ads
• Dinners, parties, receptions
• Special Treatment uniquevenues.com • 866.266.6857

{ evangelist
• Your new goal should be to have your customers rave about your product and services
• Let your loyal customers do the promoting
– Social media has changed this forever
• Users can instantly tweet, blog, post, update about your venue
• Be the benchmark for service and the place to do business uniquevenues.com • 866.266.6857

{ evangelist
• Simplicity…Thank You’s
• Deep Discounts
• Share your perks
– For external groups, share university discounts
• Showcase them
– Testimonials, YouTube, Brochures
• Seek advice and suggestions
– Advisory groups uniquevenues.com • 866.266.6857

{ w hat’s this going to cost?
uniquevenues.com • 866.266.6857

{ w hat’s this going to cost?
• Costs are front-loaded
– Awareness strategies are more expensive then
Evangelist strategies
– Like building a home
• Clearing the land, laying the foundation and building the outer structure are the most costly and difficult
– Track the ROI for each strategy uniquevenues.com • 866.266.6857

{ how’d we do?
uniquevenues.com • 866.266.6857

{ h ow’d we do?
• Evaluating your campaign is important, but most people fail to complete an evaluation.
• If you need to determine ROI, use your goals as your guideline.
– If you said you wanted to increase sales by 5%, did you?
– What did it cost to implement the strategy?
– What is the SOFT ROI?
uniquevenues.com • 866.266.6857

{ questions?
Chuck Salem chuck@uniquevenues.com
866-266-6857 uniquevenues.com • 866.266.6857