The Secret Sauce For A Successful Health Club Marketing Strategy In 2014

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This content addresses secrets for developing a successful health club marketing strategy. Prepared by Bryan O'Rourke, Kelli Hatton and the owners of Gold's Gym

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The Secret Sauce For A Successful Health Club Marketing Strategy In 2014

  1. 1. The Secret Sauce For A Successful 2014 Marketing Strategy GGFA Webinar February 2014
  2. 2. The Secret Sauce For A Successful 2014 Marketing Strategy Bryan K. O’Rourke CEO & Shareholder Integerus, Fitmarc, Fitness Industry Technology Council bryankorourke.com Kim Kenyon Managing Partner Gold’s Gym Dutchess County Special Thanks To Deborah Collins, Bill Austin, Dave Kenyon & Kelli Hatton
  3. 3. Evolve Your Marketing Strategy To Increase Sales
  4. 4. What can we expect for marketing in the year 2014 ?
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  6. 6. National Calendar
  7. 7. Example Of External Marketing For New Customers
  8. 8. Example Of External Marketing For New Customers
  9. 9. Example Of Internal Marketing For Current Members
  10. 10. Example Of Internal Marketing For Current Members
  11. 11. Example Of Internal Marketing For Current Members
  12. 12. Think: what do you want to accomplish?
  13. 13. How can you reach your targets?
  14. 14. Determine your Budget
  15. 15. Plan Your Tactics
  16. 16. Yelp Verizon Yellow Page Super Pages Google Ads Corp Emails To New Members Community Partnerships Health Club Network - Scrolling Screens Poughkeepsie Journal Online (events) Poughkeepsie Jounral Website Poukeepsie Journal App Key Ring App Twitter myreadylink.com Poughkeepsie Area GG Spotter App
  17. 17. #
  18. 18. See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8 23
  19. 19. See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8 24
  20. 20. See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8 25
  21. 21. 2014 US Health Club Technology Survey Report 14 Questions On Key Trends 746 U.S. Clubs Surveyed Mobility & Other Trends Addressed FREE via http://www.slideshare.net/ Bryankorourke/2014-us-health-clubtechnology-survey-report Are Clubs Adopting New Technologies ? Fitness Industry Technology Council 2014 | www.fittechcouncil.org
  22. 22. Mobile Device Trends 60 Percentage Of Clubs With Mobile Configured Web Sites Interesting Facts: According to comScore, in 2014 there will be more mobile Internet users than desktop users globally. 65% of US Adults now have a Smartphones and that number is growing fast. A recent FIT-C survey report showed U.S. health clubs are starting to react to mobile trends. 60 percentage of clubs now say their web sites are mobile compliant. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org 27
  23. 23. Mobile Device Trends 60 Percentage Of Members Taking Devices With Them To Workout Interesting Facts: 35% of U.S. adults now own a tablet device and 75% of smartphone users take their devices with them into the bathroom. More than 60% of health club members now take devices with them to workout. Mobile Search What this means is that your prospects and members are interacting on the Internet by searching when they are out and about. They are also commenting about services and their experiences in your club. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org 28
  24. 24. Mobile Device Trends 31 Percentage Of All Clubs With Some Mobile App Interesting Facts: The increasing number of smartphones with GPS capability will spur the growth of apps that make use of the technology, according to Frost & Sullivan. The market for location-based apps will also be fuelled by key technology trends of indoor connectivity, augmented reality, big data and wearable devices. Location Based Functionality: Built in GPS enables applications know where you are. This creates a long list of possibilities and the SOLOMO (social, local, mobile) trend which is recreating how businesses can identify and engage existing and new customers. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org 29
  25. 25. Mobile Search Trends 20 Percentage Of Clubs That Spend Money On Mobile Ads Interesting Fact: U.S. adults spend more time on mobile searching today than they do on desktop browsing, according to eMarketer. The need to be available when that search occurs has a direct bearing on action and business. Its about convenience. 73% of mobile searches trigger additional action and conversation. Being mobile friendly increases the chance you can impact a decision to purchase a membership. Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org 30
  26. 26. Gold’s Gym Hudson Valley - Mobile App
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  29. 29. Suceess 34
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  33. 33. Suceess The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8 It’s Native Doesn’t Interrupt Doesn’t Demand (Often) Leverages Pop Culture It’s Micro Consistent & Self Aware Jab Jab Jab Right Hook Content Storytelling 39
  34. 34. First 5 who tweet @bryankorourke about this webinar get the book FREE
  35. 35. “If you do not care about your end user immensely, especially in the next few years, your brand will die.” @GaryVee #IHRSA2014 Keynote Using Social Media More Effectively http://youtu.be/ V2OiSUFPPN8 See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8 41
  36. 36. The Secret Sauce For A Successful 2014 Marketing Strategy Questions ? Thank You GGFA Webinar February 2014

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