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8/1/08: CEO Soap Box...
Our mission at 1-2-1 Marketing has always been to take the high road. Do what's right for our customer. That's how we make decisions. Improve our hardware, software, and features, and answer the phone at any time 24/7 to make sure your needs are met. It's pretty simple really; just don't go to sleep until everyone's happy. Don't leave anything to do for tomorrow. We stay on top, and never fall behind. This allows us to push ahead...
We work FOR our customers, not around them. We focus ON our customers, not on other things. We always do what's best for each and every customer. That is why I always say "Every customer we have is a reference, not just a few good ones...”
I still look at our competition and realize they haven't figured it out yet. They hear something, they regurgitate it. Have an original idea for God's sake! As I notice that our thoughts and ideas are being stolen, beware...what they say is not always what they do. It also proves to me that we are on top...maybe not in Quantity, but definitely in Quality! I can read through someone else’s 'feature list' and pick out a number of conflicting points and holes pretty easily.
Be very careful if anyone has access to your valuable email address database. If you are being sold a package with 50,000 emails in 'your area' or asked "Do you want access to 2 million email addresses? You get that if you sign up with us...” Where do you think these are coming from? Pirating from your own customers is not a good business practice.
External Branding - when you send out an email to your patrons, why do they need to know it is coming from the company that hosts your website or email marketing software? They need to get off their soapbox! Use your website-branded email address, not This e-mail address is being protected from spambots. You need JavaScript enabled to view it , and remove any and all links that talk about them!
Non-Integration - take for instance an Online Store. A customer goes to YOUR website, starts to buy something, and voila, they click 'Checkout' and are on a completely different website! Why does it have to go to www.theirwebsite.com/yourcourse? You lose both credibility and reliability here.
Mixed Marketing - who cares if somebody has 400 email marketing templates and ideas? You need to stick with ONE template, and make it a great one. That means it needs to match the color and branding of your website - a kick-ass banner at the top, and a smaller one at the bottom, promoting something. It's easy to figure this out – but our competition can’t (until they read this). When it comes to marketing efforts, YOU know your course best. Not somebody 1000 miles away that doesn't know you just aerified, had a serious weather patch, or have overstock in your shop.
Anybody with a 52 week Marketing Plan needs to realize they are about 48 weeks too far ahead. You have to roll with the punches in this industry. Yes, you can lay down the ideas over a long time frame, but you sure don't write emails for December when it's still August. You have to be proactive to what is going on all the time.
E-Marketing is good, but now everyone is doing it. It's becoming overkill. Strengthen your Website presence. You've all watched Kevin Costner in "Field of Dreams", right? "If you build it, they will come." I agree whole-heartedly with this statement, but would modify it to "If you build it right, they will come".
Never have a "Protected Specials" section (that is, one that's 'hidden' until someone logs into your website). The idea of a 'Special' is to sell the hell out of it. So why make people create an account to view it? At least 40% of the people nowadays are turned off by this because they get way too much email. So your special is doing 40% less revenue than it could be doing...because they never see what you are offering. When your customer books a tee time...you'll get their information anyway!
Your website needs to have your revenue generating functions visible from the Home Page. Tee Times, Online Store, News, Calendar, Specials, etc. My rule of thumb is to commit 1 hour per week on the website, and 1 hour per week on an email blast. That will make you some serious money.
We give you the tools to do this, make it as easy as possible, and don't fall into any of the shortcomings I mentioned above. Feel free to call or email me personally 7 days a week from 7am - 7pm Central to ask my advice!
Rob West
President & Co-Founder