1. AO Confluence TM - WillowWorks1December 7, 2007 Integrating Direct Sales into Your Marketing Efforts America Outdoors Confluence TM 2007 December 7, 2007 Presenter: Julie Thorner WillowWorks America Outdoors Confluence TM 2007 December 7, 2007 Presenter: Julie Thorner WillowWorks

2. December 7, 2007 AO Confluence TM - WillowWorks2 Launching Successful Direct Sales: Groups First / Strategic Planning 80% / Focus, Define, Target, Tools / Tactical Implementation: 20% / Actual selling efforts / Strategic Planning 80% / Focus, Define, Target, Tools / Tactical Implementation: 20% / Actual selling efforts

3. December 7, 2007 AO Confluence TM - WillowWorks3 Strategy Behind Identifying Target Groups is Key / Four-pronged strategic approach: / What can you offer groups? (hedgehog) / Define type of groups can best serve / What do they need and want? / Pricing: the last piece for long term accounts / What is best way to reach them? / Who, How, When / What drives group account profitability? / Four-pronged strategic approach: / What can you offer groups? (hedgehog) / Define type of groups can best serve / What do they need and want? / Pricing: the last piece for long term accounts / What is best way to reach them? / Who, How, When / What drives group account profitability?

4. December 7, 2007 AO Confluence TM - WillowWorks4 HedgeHog Concept: Focus & Define WHAT YOU ARE DEEPLY PASSIONATE ABOUT WHAT DRIVES YOUR ECONOMIC ENGINE WHAT YOU CAN BE THE BEST IN THE WORLD AT ©2001 Jim Collins, pg 118, Good to Great

5. December 7, 2007 AO Confluence TM - WillowWorks5 HedgeHog Concept / What do you offer groups at which you can be the best? / Why would groups choose you over competitors for similar offerings? / Pricing is important and / Pricing is the last piece of the puzzle in building long-term relationships / What do you offer groups at which you can be the best? / Why would groups choose you over competitors for similar offerings? / Pricing is important and / Pricing is the last piece of the puzzle in building long-term relationships

6. December 7, 2007 AO Confluence TM - WillowWorks6 Defining Target Groups / What kinds of groups want/value what you can be best at (result of Hedgehog work) / Define these group targets: / Where are they located? (w/in 4-6 hrs, day’s drive, etc.) / Who is the group buyer/decision- maker? / What kinds of groups want/value what you can be best at (result of Hedgehog work) / Define these group targets: / Where are they located? (w/in 4-6 hrs, day’s drive, etc.) / Who is the group buyer/decision- maker?

7. December 7, 2007 AO Confluence TM - WillowWorks7 Identify the Highest Impact Communication Channels / What channels are best to reach them? / People first (who do they talk to & listen to) / Media second (what do they read, watch, listen to, visit online, attend, etc.) / When is best time of year/month /day to contact them? / Ask them! / Get them at right time to listen, and then buy. / What channels are best to reach them? / People first (who do they talk to & listen to) / Media second (what do they read, watch, listen to, visit online, attend, etc.) / When is best time of year/month /day to contact them? / Ask them! / Get them at right time to listen, and then buy.

8. December 7, 2007 AO Confluence TM - WillowWorks8 Group Sales Account Profitability What drives your group sales economic engine? / Revenues/person/visit: Group size per visit &/or individual revenues within group / Frequency of group visit: Lifetime account value (Revenues over account life for repeat business) / This info shapes your sales objectives and marketing message What drives your group sales economic engine? / Revenues/person/visit: Group size per visit &/or individual revenues within group / Frequency of group visit: Lifetime account value (Revenues over account life for repeat business) / This info shapes your sales objectives and marketing message

9. December 7, 2007 AO Confluence TM - WillowWorks9 Seasonal Capacity Planning / Know your constraints: how many groups can you serve? / Location, activity, trip length, time of year, etc. / What is the optimal group size (8, 35, 200?) to maintain your differentiators (hedgehog) and profitability? / This informs which groups you target in each group segment and market region / Know your constraints: how many groups can you serve? / Location, activity, trip length, time of year, etc. / What is the optimal group size (8, 35, 200?) to maintain your differentiators (hedgehog) and profitability? / This informs which groups you target in each group segment and market region

10. December 7, 2007 AO Confluence TM - WillowWorks10 You Can’t Know Too Much About Your Top Customers / Pareto’s Principle works: 80% of your busi- ness comes from 20% of your customers / KNOW THEM! / Who are they? (Zipcodes, purchase history, frequency, recency, customer type, etc.) / Why do they choose you? (Have you asked?) / How are you thanking them for their business, making them feel special, & inviting them back? / Do you call them after their trip(s) to check in on how everything went? / Pareto’s Principle works: 80% of your busi- ness comes from 20% of your customers / KNOW THEM! / Who are they? (Zipcodes, purchase history, frequency, recency, customer type, etc.) / Why do they choose you? (Have you asked?) / How are you thanking them for their business, making them feel special, & inviting them back? / Do you call them after their trip(s) to check in on how everything went?

11. December 7, 2007 AO Confluence TM - WillowWorks11 Existing Group Customers: Your Best Evangelists / How do you help them refer your company to their friends, contacts, colleagues, remote acquaintances, etc? / Viral evangelist marketing: cheapest and most effective tool, no matter what technology does… / How do you help them refer your company to their friends, contacts, colleagues, remote acquaintances, etc? / Viral evangelist marketing: cheapest and most effective tool, no matter what technology does…

12. December 7, 2007 AO Confluence TM - WillowWorks12 Karate Depot’s Viral Marketing Example / To receive a free Fire and Ice T- shirt, blog about us or place a link to our site on your site. Reply to this email telling us where you placed the link or the location of the blog. When we approve your link or blog entry, we will ship you a free Fire and Ice T-shirt. It's that easy.

13. December 7, 2007 AO Confluence TM - WillowWorks13 Sales Approach: New Accounts / People First, Media Second (ads last!) / Can you directly contact your target group? / Who is the decision-maker/buyer? / Direct Calls, then send personalized invite with information (video and print) / Follow up with 2nd call; meet in person if group size potential justifies trip / Have CONSISTENT contact for groups / People First, Media Second (ads last!) / Can you directly contact your target group? / Who is the decision-maker/buyer? / Direct Calls, then send personalized invite with information (video and print) / Follow up with 2nd call; meet in person if group size potential justifies trip / Have CONSISTENT contact for groups

14. December 7, 2007 AO Confluence TM - WillowWorks14 Warm Calling in the Outdoor Adventure Industry / NOT your typical telemarketing call… / You have fun, vacation-oriented, package- friendly, adventure experience to share. / Reach out; learn your group leaders well: / Take good notes (in contact database) during call about leader: family, kids, names, partner, interests, etc. Recall them when you make a follow-up call or drop a note in the mail - “How did your wife’s first triathlon go?” / NOT your typical telemarketing call… / You have fun, vacation-oriented, package- friendly, adventure experience to share. / Reach out; learn your group leaders well: / Take good notes (in contact database) during call about leader: family, kids, names, partner, interests, etc. Recall them when you make a follow-up call or drop a note in the mail - “How did your wife’s first triathlon go?”

15. December 7, 2007 AO Confluence TM - WillowWorks15 Managing Direct Sales Efforts / Helps to check-in against Covey’s Four Quadrants to stay focused on highest impact sales actions (A, B, C customers) / Pre-season group strategy development: QII, 80% of the work / Direct sales: QII and QI, 20% of the work IF you targeted the right groups / Helps to check-in against Covey’s Four Quadrants to stay focused on highest impact sales actions (A, B, C customers) / Pre-season group strategy development: QII, 80% of the work / Direct sales: QII and QI, 20% of the work IF you targeted the right groups

16. December 7, 2007 AO Confluence TM - WillowWorks16 4 Quadrants: Your High Impact Sales Gauge ©1994 Stephen Covey, First Things First.

17. December 7, 2007 AO Confluence TM - WillowWorks17 Measure, Measure, Measure / Goals for # of group accounts: / Average Size, $Revenue/Group, Timing, for each identified target segment / Benchmark your breakeven costs of sales efforts against # groups to close / Should be able to track sales efforts & results at any given time / Goals for # of group accounts: / Average Size, $Revenue/Group, Timing, for each identified target segment / Benchmark your breakeven costs of sales efforts against # groups to close / Should be able to track sales efforts & results at any given time

18. December 7, 2007 AO Confluence TM - WillowWorks18 Book ‘em Dano!