2011 Pulse Tasmania: Marketing that produces profit
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2011 Pulse Tasmania: Marketing that produces profit

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This session combines traditional theory of marketing and 20 years practical experience of marketing health clubs. You will learn the fears of joining a health club, what people want they join a ...

This session combines traditional theory of marketing and 20 years practical experience of marketing health clubs. You will learn the fears of joining a health club, what people want they join a health club and how to put this in your marketing pieces. The key is then to have consistency in your marketing, so that the consumer recognises your brand.

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2011 Pulse Tasmania: Marketing that produces profit 2011 Pulse Tasmania: Marketing that produces profit Presentation Transcript

  • Tutorial & Consultation: Marketing Initiatives & Campaigns that Produce Profit
  • Lets get something straight . . . Please feel free to Tweet . . . @JTActiveMgmt #JTBizTip But no calls or texting – unless you are a woman!
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  • Marketing 101
    • Your marketing plan and individual marketing pieces must take into account:
    • The market you are aiming to attract
    • What makes people join your club
    • The fears of joining a club
  • Fears of joining a club
  • Marketing 101
      • Your Marketing Equation
      • (regardless of the medium)
      • Market + Needs – Fears =
      • New Members /Clients
  • Marketing 101
  • Marketing 101
  • Marketing 101
    • Your marketing must have:
    • A strong emotional headline: WIIFM
    • Simple copy
    • An urgency to act
    • A call to action
    • Consistency
    Marketing 101
  • Z Headline Logo Call to action: Phone or email or website Picture Copy: Bullet points?
  • Marketing 101 A newspaper ad A direct mail piece Lead box
  • Your marketing must say
    • Who you want – be specific!
    • Why you are different OR what is unique about you
    • Reinforce your brand
    • Call to action
  • Your marketing can be great but still fail
  • Your marketing can be great but still fail 858.397.1400 or sales@advecor.com
  • Your marketing can be great but still fail
  • Fixed Successful Marketing Campaigns
    • Referral program
      • Incentive for member’s introducing new members
        • All year around – some spikes with extra incentives!
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  • Fixed Successful Marketing Campaigns
    • Re-activation promotions
      • Focus is on cancelled and expired members, aimed at building your dues.
        • 2 or 3 times per year
    • Unsold prospects
      • One day specials to help cash flow & get these people who buy on price alone into the club
        • 2 or 3 times per year
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  • Fixed Successful Marketing Campaigns
    • Special Days
      • Valentine’s Day
      • Mother’s Day
      • Father’s Day
      • Secretary's Day
      • St Patrick's Day
      • Australia Day
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  • OCA Marketing
    • Ongoing Community Awareness Marketing – don’t rely on it!
      • Newspaper advertising
      • Letter box drops:
        • Debatable theory says:
          • Drop the same piece 3 times and the third time will have a greater pull.
          • Need an offer on every piece
        • Expiry date
        • Ensure all your club details are on the marketing piece
        • Ensure a 10 year old understands
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  • Marketing to Specific Demographics
    • Corporate
      • Use your members to get you in the Front Door
      • Speak with the decision makers
      • FREE time or services at the Club
      • Offer more than gym memberships
        • Wellness Plan: educational, social, fun
      • Health Fairs are an excellent marketing tool
      • Email me and I will send our package
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    • Medical:
      • Doctor, Physio, Chiro, Dietitian Referral program
    • Kids:
      • Schools, play groups, sporting sides
    • Seniors:
      • Bowling clubs, nurseries
    • Mothers:
      • Mother’s groups
    Marketing to Specific Demographics
    • Lead boxes:
      • Video stores, sports stores, McDonalds
    • Sponsorship:
      • Sporting sides – share databases
    • Prizes:
      • Schools
    • Joint marketing:
      • Share databases
    Guerrilla Marketing
  • 8 Secrets to Increase Responses to Ads and Direct Mail
    • Celebrities boost recall by 22%
    • Quotations/testimonials boost recall by 28%
    • Larger initial letter increases readership by 13%
    • Length of sentences changes readership
    • ‘ Half Off’ is more successful than ‘50% Off’
    • Pictures DO equal 1000 words
    • Photographs increase recall 26% over drawings
    • Reverse copy decreases readership by 12%
    • Courtesy of Jim Smith
    • Name: _____________________________________________
    • Business: _____________________________________________
    • Phone: _____________________________________________
    • Email: _____________________________________________
    • Preferred Day for Contact:  Tuesday  Thursday  Friday  Any
    • Preferred Time for Contact  10 -12  2-4  6-8  Any
    • I would like more information on:
      • Mystery Shopper Program  Staff training  2011 Webinars
      • My PT Biz Coach  Social media training & strategy  2012 Webinars
      • REX Round Table for Club Owners  Business mentoring with JT  Lead boxes
      • REX Round Table for Personal Trainers
    YES, I want more information
  • Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] or +61438 015 677 Follow JT on Twitter: @JTActiveMgmt To read JT’s blog: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement And for more information on Active Management helping your business go to: www.activemgmt.com.au "What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others." Pericles