When prospects see marketing offers from Aloha Beach Camp, I want them to say to themselves, “I’d be an idiot not to try this.” If I can get them to think that way, they’re mine.
I want you to start thinking that way too: How can you make your prospects an offer they’d feel stupid to refuse?
In today’s economic climate, price plays a big part in a camp family’s decision making process. It’s important to realize families want discounts and bargains. It’s already so frickin expensive raising kids in the first place, people want money-saving opportunities that’ll reduce the sting of paying for camp.
Here’s what I’d do. I’d focus on retaining old campers first, then getting new ones later. It costs you at least 5 times more money to acquire a new camper than to keep a current one, so camper retention is key.
But you definitely need new campers. You need them every year. That means you might also need more aggressive marketing offers that really hit home in the minds of your prospects.
What does “more aggressive” mean? Beats me. You’ll need to experiment with your own situation and find out what works best for your market. I can tell you this though.
If you want high-impact results from your marketing offers, that 10% discount you’re offering right now might sound generous to you and your staff, but it’s not gonna work for prospects on the fence.
In fact, anything less than 20% off generally won’t be enough to influence a buying decision. Twenty-five percent off and 50% is even better.
If you’re nervous about giving this much of a discount, well, sure, you might lose on the front end. But if your camp kicks ass, chances are the new campers you acquire with your generous discounts will stay with you for the next several years. That means your acquisition costs become virtually nothing when amortized over all the future summers your new kids stay with you.
Now here’s one thing you don’t want to do. You don’t want to offer discounts to people who’d otherwise pay full price. If your camp fills up each year without offering discounts, you’re living a life of luxury most of us don’t enjoy.
But if you’re one of those who needs a steady stream of new kids, keep experimenting with different offers until you find one that works consistently well. Stick with it for a while, occasionally testing a new one until you find another that works even better.
Eventually you’ll strike gold with an incredible offer nobody will be able to refuse. It will be obvious to you when this happens because you’ll be rewarded with a completely full camp with a waiting list and you won’t have to offer discounts anymore. Sounds nice!