Guest Relations Marketing recently created a zealotry marketing program for Daufuskie Island Resort & Breathe Spa.
The goal of the program was to reduce the Resorts long-term dependency on media dollars in newspaper to reach the local markets of Savannah and Hilton Head, and to have better control of effecting immediate business on the two championship golf courses in relation to course traffic for the week.
The “Daufuskie Island Insiders” program directly targets local-area people who are interested in receiving golf-related offers from Daufuskie Island Resort. The program is comprised of an online landing page where new members can register, and a series of e-notes that are sent out to the “Insiders” several times per month, promoting deals & discounts for the week, pro shop sales, special golf events, and more. To further generate word-of-mouth among the local peer groups, we further incented golfers to sign up by providing new registrants with a free sleeve of golf balls at the Pro Shop. To kick-off the program, we utilized local newspaper, online banners and POS materials in the Pro Shop to reach the local golfers.
E-Notes with unheard of open rates (55-72%) and generous click-thru rates (5.5%-11%). Industry standards are 18% and 4% respectively.
Pass-along rate and word-of-mouth referrals were outstanding at 2%, with 100% of referrers registering to join the program.
Continued redemption of offers & discounts at POS.
Database continues to grown without further media dollars.
Zealotry Marketing Lesson:
Zealots for Daufuskie continue to grown, evident by increased sign ups, positive word of mouth generation for the Island Insider program, and the most highly regarded research indicator of “likely to recommend” by those inviting their peers to join.
Build zealots for your brand and they will gladly share your message with their network of like-minded friends, and proudly refer you to a wealth of prospects just waiting to be converted into zealots for your brand!