A Brief Introduction Four, Nine, Forty, Forty-Five Plus Four What - - PowerPoint PPT Presentation

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A Brief Introduction Four, Nine, Forty, Forty-Five Plus Four What - - PowerPoint PPT Presentation

Oct 25, 2022 161 likes •786 views

A Brief Introduction Four, Nine, Forty, Forty-Five Plus Four What is the Advertising World Buzzing About? Brands Taking a Stand About diversity Empowerment Social Justice Womens rights LGBTQ+ rights Disability

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A Brief Introduction

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Four, Nine, Forty, Forty-Five

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Plus Four

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What is the Advertising World Buzzing About?

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Brands Taking a Stand

  • About diversity
  • Empowerment
  • Social Justice
  • Women’s rights
  • LGBTQ+ rights
  • Disability issues/Accessibility
  • Freedom of speech
  • Improving the environment
  • Influencers
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Millennials Know What Products Do

They Want to Know How Your Brand Adds Value to Society While Doing it

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Big winners-Nike

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Ikea

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Carlings

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A Trap for Some—Don’t just jump on bandwagons—Do something!

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That’s what influencers are all about

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Quotes Like This

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Old World versus New World: clubs must evolve to survive

  • Emphasis on family amenities
  • Whole-body wellness is a strategic pillar
  • Make club less stuffy and formal
  • Reduce fees for entry
  • More technology-friendly
  • Loosen policies (cell phone, dress code)
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These Were Suggestions from Your 2016 Conference

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In Reality, Your Country Clubs Have Changed a Lot,

But…

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Country Clubs Still Have an Image Problem

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As Does Golf

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Millennials When Asked About Country Clubs

  • “Old, white people”
  • “Lacks diversity”
  • “Stuffy”
  • “Formal”
  • “Golf-oriented”
  • “Expensive”
  • “Not really me”
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The Biggest problem Exclusive as related to country clubs translates as “Exclusionary”

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Affluent Millennials want exclusive experiences

Soho House

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Exclusivity and scarcity are still great drivers

  • Soho House
  • The Assemblage
  • The Wing
  • Exclusive
  • In tune with upscale Millennials
  • Not exclusionary by definition and/or history
  • About “Like-mindedness”
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Step 1

  • Establish an image where your clubs are hothouses for modern

collaboration and relaxation, which is open to a diverse group of people

  • Not just about events, but a fundamental culture change
  • If purpose is the new relevance in marketing…
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  • Then you are not a country club, but a community club
  • How you define the community is the whole key to success
  • There is just one question: “What values does your community share?”
  • What are You like-minded about?
  • Your primary communications should be built around the shared value or

values.

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And Keep it Simple

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What value does the Soho House Community share?

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Another Lesson: Emotion Unlocks Perception Change

  • Pampers: “Helps you be a better mother”
  • Guinness: “Inspires me to be a better man (family, tribe, country)”
  • State your purpose emotionally, not logically
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“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”

Neurologist Donald Calne

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What is the Emotional Juice Behind Why You Exist?

  • Networking
  • Connectivity
  • Collaboration
  • Diversity
  • Socializing
  • Togetherness
  • Leisure
  • Relaxation
  • Athleticism
  • Making an Impact
  • Holistic Life
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Let’s talk about Legacy

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The Greatest Legacies…

Are always a work in progress

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Modern Legacy Brands

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Are not museums

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Redefining Legacy Some Lessons

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Ritz-Carlton ”Blow the dust off the lion and the crown”

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25 Line-ups a Day

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Wow Stories (backed by $2,500 per Employee)

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Invest in Your People

Let them contribute to the vision, mission and culture And they will stay longer too

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Belmont “Make it a destination more than one day a year”

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Sound Familiar?

“To evolve the brand’s modern legacy Chris Kay (CEO and President) is balancing a respect for nearly 150 years of tradition with an urgent need to reframe horse racing as modern and relevant to younger generations.”

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Invent a new game: Horse race to festival; Racetrack to entertainment venue

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Wimbledon “Stay relevant while staying us”

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Almost entirely white vs. predominantly white

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The queue: Democratization of an elite sport

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The Past Informs the Present

But does not define it

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Never Stop Making Legacy

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One of the Biggest Lessons

In a Connected and Collaborative World

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Let Outsiders In to Achieve a Bigger Purpose

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Effect Change with Others

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Question #1

  • If diversity and inclusion was your purpose rather than something you

needed to do better…

  • Who would you invite into your tent for a discussion?
  • Who would you put on your board?
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Question #2

  • If there was a story on Good Morning America tomorrow morning

about how country clubs have fundamentally changed in a radically surprising way…

  • What would that story say?
  • Why would people feel the need to share it?
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The Answers to Questions Like That

Are The Key to Your Future

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Thank You