It's All About Your Base - Word of Mouth & Referral Marketing from Camp Tree & Go Camp Pro

Travis and Ann discussed the importance of referral marketing for camps. Travis highlighted that families often choose camps based on emotional connections and then verify their decision logically. He stressed the significance of a referral program as part of the camps' validation stage, where parents look for online reviews and recommendations from others who have sent their kids to the camp.

Ann emphasized that referral marketing can be a powerful tool for camps, as referred clients are often more willing to spend and require less convincing. The session also touched on how to implement a referral program, the importance of unique rewards, and the benefits of amplifying organic referrals.

Referral Strategy for Camps

Ann and Travis discussed the importance of referrals for camps and introduced the book "The Referral Engine" as a foundation for their discussion. They emphasized that retaining campers and getting them to bring their friends can be a significant source of new campers with minimal cost and effort.

Travis also highlighted the importance of camps being worth it and providing exceptional programs and communications to ensure repeat business and referrals. Ann provided a calculation illustrating the lifetime value of a child at the camp and the potential revenue generated from referrals.

Travis suggested that camps identify their top 5 referrers and understand why they recommended the camp to become more intentional about referrals.

Referral Process and Family Education

Travis discussed the importance of educating families about the referral process and making it easy for them to participate. He suggested ideas such as creating incentives for referring families and personalized marketing materials. Travis also emphasized the need for camps to be proactive in reaching out to potential customers and being responsive to their needs. Ann agreed with Travis's ideas, particularly liking customizing the camp's outreach based on the family's preferences.

Referral Structure and Marketing Shift in Camp Programs

Ann led a discussion about the importance of the referral structure within a new program and the shift in marketing from the general public to dedicated fans. She recommended a book about word-of-mouth referral value. Ann also explained Camp Tree, a web-based software that automates the referral process to help grow camps. She emphasized the significance of rewarding the camp's biggest fans, known as talkers, who love to share. Ann highlighted the importance of customizing marketing materials, tracking data, and qualified leads. She also discussed the effectiveness of word-of-mouth referrals in generating new enrollments and questioned how much of their budget was allocated to encouraging these referrals.

Camp Referral Rewards: Understanding Family Needs

Ann and Travis explored the concept of camp referral rewards, emphasizing the importance of understanding the needs of the families and catering to them. They shared successful campaigns from other camps and discussed the importance of analyzing data to identify opportunities for improvement.

Ann highlighted the significance of maintaining a healthy base of referrals and keeping customers satisfied to boost lifetime value. They also discussed ways to encourage campers to share information about the camp on social media and considered the possibility of stopping registrations if the camp becomes full.

Travis thanked everyone for their attendance and mentioned his upcoming book, "The Camper Recruitment and Retention Playbook"” which he wrote with Joanna Warren Smith.