Ed Tock regularly contributes to the magazine as a Focus On Clubs columnist. However -- and I‘m not sure how I managed it because Ed speaks at all of our shows -- I had the chance to hear him speak for the first time this morning. I sat in on the second part of his series on marketing, “Staying Competitive -- Proven Guerilla Marketing Tactics That Work.” The session was great. Ed has a no-nonsense way about him and an incredible portfolio of clients that he‘s consulted with that make for one heck of a session. If you ever have the chance to sit in on one of his seminars, I highly recommend it.
Ed gave some great marketing tips, including always wearing your name badge on your right side so that when you shake someone‘s hand, it‘s in direct sight, and sending out an “alumni” mailer to former members listing the top 10 reasons they should return to your club. Ed also told the attendees about a club owner he worked with who replaced the standard “out of order” sign for equipment with a more endearing sign that read, “Please excuse me. I‘m out sick today.” Ed says that instead of being upset that their favorite piece of equipment was broken, members smiled at the sign.
After this session, I know I'll be sitting on another one of Ed's sessions at Club Industry 2008 in Chicago! --Jennipher