USPA DZO Conference 2015: The Way Forward
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THE WAY FORWARD #PIA2015
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Transcript of USPA DZO Conference 2015: The Way Forward
THE WAY FORWARD
#PIA2015
#PIA2015
OBJECTIVE / GLOBAL VIEW OF WHERE WE ARE
#PIA2015
UNDERSTAND THE EXPECTATIONS OF OUR CLIENTELE - MILLENNIALS
#PIA2015
INTRODUCE THE TOOLS IN YOUR MARKETING TOOLBOX
#PIA2015
1985-2015
0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
#PIA2015
0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
1991-1993
#PIA2015
#PIA20151991
0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
1995-1998
#PIA2015
1995 - 2000Over 100+ HOURS of WorldWide TV Coverage
#PIA2015
#PIA2015
0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
9/11/2001
#PIA2015
0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
2006-2010
#PIA2015
STAYCATION#PIA2015
0
10,000
20,000
30,000
40,000
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
USPA Membership 1985 - 2014
2010 - 2014
#PIA2015
#PIA2015
USPA Membership 2000 - 2014
32,17736,770
14.27%
#PIA2015
USPA GROUP MEMBER DZs
263
311
18.25% increase
#PIA2015
LAW OF SUPPLY & DEMAND
DEMAND HAS INCREASED DUE TO DAILY DEALS
SUPPLY HAS INCREASED DUE TO DAILY DEALS
DEMAND STARTING TO DECREASE#PIA2015
Source: Business Insider #PIA2015
#PIA2015
#PIA2015
LAW OF SUPPLY & DEMAND
#PIA2015
DEMANDis
DECREASING
SUPPLYis at all
time high
#PIA2015
PRICE WARS
LAW OF SUPPLY & DEMAND
#PIA2015
DEMAND is
DECREASING
SUPPLY is at all
time high
SUPPLY must
DECREASE
WHAT DO WE DO NOW?
TWO OPTIONS
Option 1:Continue to offer daily deals and lower your retail pricing.
Hit the iceberg
Option 2:
Start making changes to avert disaster.
or Prepare
to jump ship.
#PIA2015
Option 1. Continue to offer daily deals.
Daily Deals Decrease Cash Flow Decreases
Increase cash flow. Decrease prices to stay ahead.
NOT SUSTAINABLE #PIA2015
Option 2 - Abandon Shipa. Plan an exit strategy to cut the cord.
b. Prepare for the cash shortage and lower volume.
c. Increase margins to offset lower volume.
d. MARKET YOUR BUTT OFF
#PIA2015
#PIA2015
#PIA2015
Clarity
UNDERSTANDING OUR GUESTS
THE MILLENNIALS
#PIA2015
How Many of You Have Checked Your Smartphones Since I Started Speaking?
#PIA2015
The Average Person Checks Their Phone (on average) 150 times per day.
#PIA2015
#PIA2015
We’re addicted.
#PIA2015
Understand our customers.
MILLENNIALS.
#PIA2015
Born between 1982 - 2000
Largest generation in the world - 80 million in the US
Millennials: What You Should Know
Most educated generation in history.
Digital Natives - not needing to adapt to the internet age.
No rush to get married. Only 26% are married.
Liberal with the majority being Democrat
#PIA2015
Millennials: What You Should Know81% are on Facebook
55% have taken ‘selfies’
Only 19% say people /businesses can be trusted.
High levels of student debt, poverty & economic hardship.
78% would spend money on an event over buying something. #FOMO
STOP ADVERTISING!
RADIO
TVPRINT
BILLBOARDS
#PIA2015
BE WHERE YOUR CUSTOMERS ARE
#PIA2015
YOUR MARKETING TOOLBOX
WORD OF MOUTH MARKETING
#PIA2015
#PIA2015
#PIA2015
IDENTIFY TOUCH POINTS
#PIA2015
20 DZ CUSTOMER TOUCH POINTS
Road Signs Parking Lot Check-In Training
Website PhoneSocial Media
JumpsuitsInstructor Videographer Plane
Ascent Free Fall Wait Time for Media
Media Closing
Wait Times Bathrooms Hangar Snack Bar
#PIA2015
BECOME A DIGITAL MASTER
SEOWEBSITE
#PIA2015
#PIA2015
#PIA2015
SEARCH ENGINE OPTIMIZATION
Linkbacks Meta-Information
Quality Content Creation
Keywords
AUTHENTICSocial Media
SEOWEBSITE
#PIA2015
TOOLS
IN CLOSING
#PIA2015
OBJECTIVE / GLOBAL VIEW OF WHERE WE ARE.
WE CANNOT WAIT FOR ANOTHER ‘POINT BREAK’ OR STAYCATION
#PIA2015
UNDERSTAND & ADAPT TO THE EXPECTATIONS
OF THE MILLENNIAL GENERATION
#PIA2015
DEVELOP A DIGITAL MARKETING TOOLBOX
