Archive for December, 2009

Great True Christmas Story-Enjoy!

Thursday, December 24th, 2009

A man named Bob May, depressed and brokenhearted, stared out his drafty apartment window into the chilling December night.  His 4-year-old daughter Barbara sat on his lap quietly sobbing. Bobs wife, Evelyn, was dying of cancer.

Little Barbara couldn’t understand why her mommy could never come home. Barbara looked up into her dad’s eyes and asked, “Why isn’t Mommy just like everybody else’s Mommy?” Bob’s jaw tightened and his eyes welled with tears.

Her question brought waves of grief, but also of anger. It had been the story of Bob’s life. Life always had to be different for Bob.

Small when he was a kid, Bob was often bullied by other boys. He was too little at the time to compete in sports. He was often called names he’d rather not remember. From childhood, Bob was different and never seemed to fit in. Bob did complete college, married his loving wife and was grateful to get his job as a copywriter at Montgomery Ward during the Great Depression. Then he was blessed with his little girl. But it was all short-lived. Evelyn’s bout with cancer stripped them of all their savings and now Bob and his daughter were forced to live in a two-room apartment in he Chicago slums. Evelyn died just days before Christmas in 1938.

Bob struggled to give hope to his child, for whom he couldn’t even afford to buy a Christmas gift. But if he couldn’t buy a gift, he was determined a make one – a storybook! Bob had created a character in his own mind and told the animal’s story to little Barbara to give her comfort and hope. Again and again Bob told the story, embellishing it more with each telling. Who was the character? What was the story all about? The story Bob May created was his own autobiography in fable form. The character he created was a misfit outcast like he was. The name of the character? A little reindeer named Rudolph, with a big shiny nose. Bob finished the book just in time to give it to his little girl on Christmas Day. But the story doesn’t end there.

The general manager of Montgomery Ward caught wind of the little storybook and offered Bob May a nominal fee to purchase the rights to print the book. Wards went on to print,_ Rudolph the Red-Nosed Reindeer_ and distribute it to children visiting Santa Claus in their stores. By 1946 Wards had printed and distributed more than six million copies of Rudolph. That same year, a major publisher wanted to purchase the rights from Wards to print an updated version of the book.

In an unprecedented gesture of kindness, the CEO of Wards returned all rights back to Bob May. The book became a best seller. Many toy and marketing deals followed and Bob May, now remarried with a growing family, became wealthy from the story he created to comfort his grieving daughter. But the story doesn’t end there either.

Bob’s brother-in-law, Johnny Marks, made a song adaptation to Rudolph. Though the song was turned down by such popular vocalists as Bing Crosby and Dinah Shore , it was recorded by the singing cowboy, Gene Autry. “Rudolph the Red-Nosed Reindeer” was released in 1949 and became a phenomenal success, selling more records than any other Christmas song, with the exception of “White Christmas.”

The gift of love that Bob May created for his daughter so long ago kept on returning back to bless him again and again. And Bob May learned the lesson, just like his dear friend Rudolph, that being different isn’t so bad. In fact, being different can be a blessing.

Happy Christmas and a Legendary New Year!

AW

Legendary Promotions Produce Legendary Results!

Tuesday, December 15th, 2009

awhead12152009


From The Legend’s Laptop
Currently Located On My Way
To Casa de Campo

WWW.LegendaryMarketing.Com

Dear Reader:

I had an interesting conversation last week with a golf professional who used to be a Legendary client. To save money his boss had insisted that he switch to one of the cheaper website providers. I asked if he was happy with them, his response was interesting.

“The site looks fine but when we were with Legendary we had a database of over 10,000 players. In the past 12 months it’s shrunk rapidly and recently dipped below 5,000. The company we went with don’t come up with any new ways to register players and they really can’t sort the lists effective so we just blast everyone the same offers, which I know has hurt our open rates and increased our un-subscribes, but try telling that to the owner!”

Having the ability to collect data is one thing but coming up with a stream of innovative promotions and marketing ideas to keep the data fresh and keep people signing up is quite another.

So also are issues like data integrity and the ability to quickly and easily sort and target, multiple vertical market segments, with different offers.

So what type of promotions has Legendary Marketing used this year and what will it be using next year to increase data collection, add value and create a stream of customer referrals to our partners websites?

Here’s just a few we did this year

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Free vacations in Florida

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Best of all Legendary Partners can still do any of these promotions over the winter to add value and collect data! In the end you do get what you pay for, go legendary superior technology, superior marketing, superior results!

Call us now to see a sample, customized, 90-day digital marketing plan. 800-827-1663

Regards,

Andrew Wood
Marketing Legend

P.S. 2010 we have a whole new bullet proof digital blue print that will rapidly increase the quality and quantity of your database!

My new book Cunningly Clever Selling will be out Feb 1st click here to get advanced notice

P.P.S. Enroll now for Golf Marketing Boot Camp and I’ll personally teach you how to add at least $50,000-$250,000 to your club’s bottom line guaranteed! Full details at www.LegendaryBootCamp.com!

awhead12152009Andrew Wood is the world’s leading expert on golf, resort and real estate marketing, although his successes reach far beyond those industries. He is the author of over 20 books on sales and marketing including Cunningly Clever Marketing and The Golf Marketing Bible. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant, while actively running his advertising agency, Legendary Marketing. He can be reached at (352) 266 2099 or andrew@LegendaryMarketing.com, http://www.LegendaryMarketing.com

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Tigers New Sponsors

Saturday, December 5th, 2009

I’d like to tell you that I turned a blind eye to the media hype, surrounding Tigers public melt down, but I didn’t. I was just as fascinated by this bizarre spectacle as the rest of the world. I visited a number of celebrity sites like, TMZ.com for the first time in my life and was amazed by the information they find, most of it apparently true!

As always though I try to look at things from a marketing side and leave others to the moral judgments. It seems that most of his sponsors most will stick by him, but should any falter, Tiger has opened up a whole host of new opportunities for the guys at IMG.

Trojan and Durex would be an obvious choice to start a battle with their wallets, for Tigers endorsement.

Likewise his athletic virility must have Viagra salivating to sign him.

While any adult dating site, of which there are apparently hundreds, could make an instant leap to the top of the heap with a healthy endorsed from Tiger.

All kidding aside, let’s hope he faces the media soon, takes any and all questions, once, so they can all get back to talking about his golf !

Still I wonder what Fuzzy, thinks about it all….Karma..?

Avoiding the Muddle In the Middle

Friday, December 4th, 2009

In every market there is a Ferrari and a Yugo, a Rolex and a Timex, a Ritz Carlton and a Motel 6, a Neaman Marcus and a WalMart. The closer you are to the top or the bottom of your market, the easier it is to meet expectations and to price your product or service correctly to maximize profits.

The problem is that most companies (and golf clubs) find themselves drawn to the middle of the market. This muddled area is where they are neither the best nor the worst, the most expensive or the cheapest, the newest or the oldest, the quickest or the slowest.

The middle of the market is by far the most difficult area to compete. You should first try to move towards one end or the other by either increasing your services and offerings to increase your price, or by decreasing service and offerings in an attempt to lower prices with the aim of increasing volume.

In my experience the later is actually the harder of the two to accomplish successfully. In contrast, it’s relatively easy to add something that differentiates you in the marketplace.

The hair salon that greets you with a glass of champagne while you wait. The Gym that has video games built into the rowing or cycling machines so you compete on screen in a simulated race against others. The bar with a plate full of trendy appetizers to offset the even trendier prices. By being the only parking lot in town that offers a free car wash, you create a new category -  a category that you can lead.

Take yourself out of the muddle in the middle by doing something different that allows you to be a leader in your own category. The only business in your category that also offers X -  where X is a strong enough factor to create a new or at least stronger position within your category.