John Moore Touches on Touchpoint Marketing at Club Industry 2011

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johnmoore_img_5173_web.jpgYou've heard of Groupon, haven't you? Have you ever tried to unsubscribe from those emails? Go ahead, try it. You'll be glad you did.

Once you unsubscribe, there's a video you can play of a Groupon employee named Derrick, and supposedly, he's the one who's been sending you all those Groupon emails. If you want to punish him, just click the button and watch another employee come over and throw hot coffee in his face. Sensing that you're feeling better, Groupon then asks you if you want to resubscribe to its emails.

This was just one example of a company's touchpoint marketing that Club Industry 2011 keynote speaker John Moore pointed out in his presentation last Thursday in Chicago.

Moore, the former marketing whiz at Starbucks and Whole Foods, offered a packed room some more examples of how companies differentiate themselves. A cough syrup company's slogan is: "It tastes awful. And it works." A hamburger restaurant in Texas has a "hand Jacuzzi" to wash your hands. A crumpled, crushable New York City map can only be folded up by crumpling it again.

All of these companies leave their thumbprint, and health clubs can do the same, Moore says. Locker rooms, membership forms, membership cards, towels and locker room keys are all potential touchpoints for clubs to leave an impression on members.

Word-of-mouth marketing is paramount to Moore—and it should be to companies as well, he says. The three drivers of word-of-mouth marketing are great advertising, great customer service and great customer experience. Moore says 27 percent of consumers would pay 15 percent or more to receive a superior customer experience. (Which may be one of the reasons why Whole Foods has been tagged with the "Whole Paycheck" moniker the past few years.)

Another stat from Moore: 55 percent of consumers recommend a company because of its customer service. "Buzz" should be eliminated from a business's vocabulary, Moore says, because that's not how to build a brand.

"The best word-of-mouth marketing is doing good business every day," he says.

Zappos.com is one company Moore touted (and not just for its crossword puzzle employment application, although that doesn't hurt). Another company that Moore noted, Apple, may very well be the epitome of word-of-mouth and touchpoint marketing. Apple has proven it's never too late for a company to reinvent itself.

"Apple was on its deathbed in 1996," Moore said. "What a second life they are leading now."

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