Cork Screen Commission - Creating a truly film friendly destination.
Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon...
Transcript of Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon...
![Page 1: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/1.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
1
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
Creating the Destination Community
Creating the Destination Community
Full notes of this entire session are available at:
JonSchallert.com/Together
© The Schallert Group, Inc.
2
© The Schallert Group, Inc.© The Schallert Group, Inc.
3
© The Schallert Group, Inc.
4
© The Schallert Group, Inc.
5
© The Schallert Group, Inc.
6
![Page 2: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/2.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
2
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
7
© The Schallert Group, Inc.
8
© The Schallert Group, Inc.
9
© The Schallert Group, Inc.
10
© The Schallert Group, Inc.
11
© The Schallert Group, Inc.
12
![Page 3: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/3.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
3
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
13
© The Schallert Group, Inc.
14
© The Schallert Group, Inc.
15
© The Schallert Group, Inc.© The Schallert Group, Inc.
16
© The Schallert Group, Inc.© The Schallert Group, Inc.
17
© The Schallert Group, Inc.
18
![Page 4: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/4.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
4
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
19
© The Schallert Group, Inc.
20
© The Schallert Group, Inc.
21
© The Schallert Group, Inc.
22
© The Schallert Group, Inc.
Fredericksburg, Texas8,911 - $43,670
Gardiner, Maine5,800 - $42,750
Hartville, Ohio2,944 - $41,012
Atchison, Kansas10,925 - $31,109
Becoming a Destination CommunityBecoming a Destination Community
© The Schallert Group, Inc.© The Schallert Group, Inc.
24
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
![Page 5: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/5.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
5
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
25
A business that’s so compellingly different,
customers say: “That’s the only place
I’m going!”
What’s a Destination Business?What’s a Destination Business?
© The Schallert Group, Inc.
26
Out-of-Towners spend more: Higher IATDestinations capture more
free publicityPR: 12 times more believable Destinations create more
word-of-mouthDestinations: Lower
percentage advertising costs
Advantages of DestinationsAdvantages of Destinations
© The Schallert Group, Inc.
27
© The Schallert Group, Inc.
28
© The Schallert Group, Inc.
29
© The Schallert Group, Inc.
30
![Page 6: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/6.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
6
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
31
© The Schallert Group, Inc.
32
© The Schallert Group, Inc.
33
© The Schallert Group, Inc.
34
© The Schallert Group, Inc.© The Schallert Group, Inc.
35
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
8 Strategic Stages
© The Schallert Group, Inc.© The Schallert Group, Inc.
36
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
5 Tactical Stages
![Page 7: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/7.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
7
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
37
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
1 Leadership Stage
© The Schallert Group, Inc.
38
© The Schallert Group, Inc.
39
© The Schallert Group, Inc.© The Schallert Group, Inc.
40
© The Schallert Group, Inc.
4141
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
42
How is your business different from every other business in
your industry?
Unique Positioning StatementUnique Positioning Statement
![Page 8: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/8.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
8
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
44
© The Schallert Group, Inc.© The Schallert Group, Inc.
45
14-Step: Destination Business14-Step: Destination Business
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
The Line of Average
© The Schallert Group, Inc.© The Schallert Group, Inc.
46
The Line of AverageThe Line of Average
Above Average
Very GoodGREAT
UNIQUE= 1-of-a-Kind!
© The Schallert Group, Inc.
47
© The Schallert Group, Inc.© The Schallert Group, Inc.
48
![Page 9: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/9.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
9
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
49
© The Schallert Group, Inc.
50
© The Schallert Group, Inc.© The Schallert Group, Inc.
51
© The Schallert Group, Inc.
52
© The Schallert Group, Inc.
53
© The Schallert Group, Inc.
54
Brand: “The proprietary visual, emotional, rational, and cultural image that you
associate with a company, a product, a name or a
community."
Definition of a BrandDefinition of a Brand
![Page 10: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/10.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
10
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
55
© The Schallert Group, Inc.
56
© The Schallert Group, Inc.
57
© The Schallert Group, Inc.
58
© The Schallert Group, Inc.
59
© The Schallert Group, Inc.
60
![Page 11: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/11.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
11
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.© The Schallert Group, Inc.
61
© The Schallert Group, Inc.
62
© The Schallert Group, Inc.© The Schallert Group, Inc.
63
© The Schallert Group, Inc.© The Schallert Group, Inc.
64
© The Schallert Group, Inc.© The Schallert Group, Inc.
65
© The Schallert Group, Inc.
66
![Page 12: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/12.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
12
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
67
© The Schallert Group, Inc.
68
© The Schallert Group, Inc.
69
© The Schallert Group, Inc.
70
© The Schallert Group, Inc.
72
![Page 13: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/13.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
13
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
73
© The Schallert Group, Inc.
74
© The Schallert Group, Inc.
75
© The Schallert Group, Inc.
76
Destination Business PrinciplesDestination Business Principles
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
© The Schallert Group, Inc.
77
Targeting Top ConsumersTargeting Top Consumers
Top 10%Least amount of marketing $$,
results in largest purchases
Majority of customersReliable return on marketing
expenditures
Bottom 10%Every dollar spent returns fraction
of marketing investment
Total Available Customer
Base
© The Schallert Group, Inc.
78
Targeting Top ConsumersTargeting Top Consumers
Top 10%Least amount of marketing $$,
results in largest purchases
Majority of customersReliable return on marketing
expenditures
Bottom 10% Every dollar spent returns fraction
of marketing investment
Total Available Customer
Base
Top 1%
![Page 14: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/14.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
14
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
79
© The Schallert Group, Inc.
80
© The Schallert Group, Inc.
81
© The Schallert Group, Inc.
82
© The Schallert Group, Inc.
83
© The Schallert Group, Inc.
84
![Page 15: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/15.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
15
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
85
© The Schallert Group, Inc.
86
© The Schallert Group, Inc.
87
© The Schallert Group, Inc.
88
© The Schallert Group, Inc.
89
© The Schallert Group, Inc.
90
![Page 16: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/16.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
16
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
91
© The Schallert Group, Inc.
92
© The Schallert Group, Inc.© The Schallert Group, Inc.
93
© The Schallert Group, Inc.
94
© The Schallert Group, Inc.
95
www.ClownBike.com - Rich Carraro
© The Schallert Group, Inc.
96
![Page 17: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/17.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
17
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
97
© The Schallert Group, Inc.
98
© The Schallert Group, Inc.
99
© The Schallert Group, Inc.© The Schallert Group, Inc.
100
© The Schallert Group, Inc.
101
© The Schallert Group, Inc.
102
![Page 18: Creating the Destination Community · CREATING THE DESTINATION COMMUNITY Conducted by Jon Schallert, President, The Schallert Group, Inc. 1 © The Schallert Group, Inc. Longmont,](https://reader034.fdocuments.us/reader034/viewer/2022051511/6019a172047593797506cfa7/html5/thumbnails/18.jpg)
CREATING THE DESTINATION COMMUNITYConducted by Jon Schallert, President, The Schallert Group, Inc.
18
© The Schallert Group, Inc. Longmont, Colorado, (303) 774-6522www.DestinationBootCamp.com & www.JonSchallert.com
© The Schallert Group, Inc.
103
© The Schallert Group, Inc.
104
Destination BootCampsDestination BootCamps
Loyalty Validation Interior & Exterior Image
CEOwner
Integrated Marketing Savvy
Omnipresent Mentality
Legend Development
Proactive Adaptability
Product Spotlighting
Employee Stakeholders
Multi-Level Customer Services
Strategic Vision
Unique Positioning
Financially Adept
Leadership Balance
7 BootCamps for 20197 BootCamps for 2019
© The Schallert Group, Inc.
105
© The Schallert Group, Inc.
“We were playing too
small a game!”
Becoming a Destination!Becoming a Destination!