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Wello Marketing Town Hall 5.7.13
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Wello Marketing Town Hall 5.7.13

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  • 1. Confidenal  Get  Booked!    Marke-ng  Yourself  as  a  Wello  Trainer  
  • 2. Topic  Circuit  1.  Warm-­‐up  2.  Championing  the  Wello  Brand  3.  Internal  Markeng  (Wello  site)    4.  External  Markeng  5.  Final  Stretch  &  Q&A  
  • 3. Championing  the  Wello  Brand  Wello’s  Top  Priories:        What  would  we  like  Wello  to  represent?  •  Health  &  Progress  •  Posivity  &  Energy  •  Fun  &  Social  •  Flexibility  &  Convenience  •  Trust  &  Caring  Our  clients’  well-­‐being  and  our  trainers’  success!  
  • 4. Channel  Your  Trainer  Personality  •  High  energy  vs.  calm  and  soothing  •  Hardcore  vs.  adapve  •  Counselor  vs.  leader  •  Pic  /  video:  tone  &  body  language,  color  scheme  of  clothing  &  studio  space,  exude  confidence!  •  Bio,  1-­‐on-­‐1  packages,  Group  Classes:  work  punchy,  vivid  phrases  into  bio  &  descripons  Idenfy  your  key  qualies  and    *highlight*  them  in  your  Wello  profile  &  offerings!  
  • 5. Internal  Markeng:    Buffing  Up  Your  Trainer  Profile  •  Photo:  is  it  eye-­‐catching?  crisp?  does  it  represent  you?  •  This  is  the  first  impression  you  form  –  make  it  count!  •  Tips:  professionally  done,  arsc,  outdoors,  bright,  reflect  fitness    •  Bio  &  Video:  highlight  your  skills  &  personality  •  This  is  your  “interview”  with  each  new  client!  •  Focus  on  how  you  help  clients  reach  their  goals  &  be  yourself!  •  A  short  anecdote  in  your  video  can  make  you  more  relatable    •  QualificaBons:  don’t  be  shy,  be  comprehensive  •  This  is  your  “resumé”  for  each  new  client!  But  don’t  include  non-­‐fitness  oriented  achievements,  i.e.  BA  in  English    •  Client  SpecialBes:  with  what  kind  of  clients  do  you  excel?    •  Reviews:  the  more  (posive),  the  becer  •  This  is  your  “reference  check”  for  each  new  client!  
  • 6. Sample  Trainer  Profile  –  Main  Page  Photo,  Bio,  Video,  Experse,  Client  Speciales  –  Iduma  has  nailed  it.  Love  the  smile  in  her  bio  photo!  
  • 7. Sample  Trainer  Profile  –  Review  Page  Let’s  go  for  quality  *and*  quanBty,  like  Willie  has  here!  
  • 8. Sample  Trainer  Profile  –  Review  Page  More  reviews  =  more  future  bookings.  Cheyana  is  racking  up  a  whole  lot  of  great  reviews!  
  • 9. Internal  Markeng:    Sculpng  1-­‐on-­‐1  Package  Offerings  •  Choose  on-­‐trend  themes  and  write  appealing  descripons  that  hit  on  clients’  needs:  –  Be  creave  and  fun  –  Gear  packages  to  specific  goals  –  Create  seasonal  packages:  bathing  suit  ready,  fight  the  holiday  bulge,  etc.    •  Pricing  suggesons  for  packages:  –  5,  10,  or  15  session  packages  tend  to  work  best  –  Round  to  the  nearest  $5  or  $10  –  Offer  in-­‐person  clients  the  opon  to  workout  on  Wello  when  they  are  out  of  town  and  create  special  packages  for  them  
  • 10. Sample  1-­‐on-­‐1  Packages  Great  job  with  focused  &  descripve  selecons,  Shannan!  
  • 11. Internal  Markeng:  Being  a  Group  Fitness  Heavyweight  •  Choosing  Class  Types:  –  Focus  on  your  speciales  (e.g.,  yoga,  circuit  training,  kickboxing)  –  Try  to  offer  a  variety  of  classes    •  Write  an  ALracBve  Class  DescripBons:  –  Target  goals,  type  of  acvity,  level  of  intensity,  recommended  equipment    •  Scheduling:  –  Pick  days/mes  you  can  commit  to  –  be  a  dependable  workout  resource  for  your  fitness  groupies!  –  Check  Wello  FB  trainer  group  posngs  for  recommendaons    •  Rounding  Up  More  ParBcipants:  –  Ask  trainees  who’ve  already  signed  up  to  reach  out  to  their  networks  (see  “Notes  to  Clients”  google  doc)  –  More  about  this  in  the  “External  Markeng”  secon  coming  up…  
  • 12. Sample  Class  Descripon  Great  Tabata  class  descripon,  Debbie!    Help  educate  your  trainees  through  the  class  descripons  
  • 13. Way  to  work  some  pizzazz  into  your  class  descripon,  Holly!  Signing  up  ASAP  for  this  party  class  !  Sample  Class  Descripon  
  • 14. External  Markeng:  Online  Channels  Tapping  Your  Network:  •  Exisng  /  former  Wello  clients  through  the  note  system  •  Social  Media:  @wearewello  –  Facebook  –  Twicer  –  Pinterest:  wello  –  Instagram  •  Wello  widget  on  your  personal  website  •  Invite  a  friend  link  Extending  Your  Network:  •  Guest  blogging  •  Ads:  Facebook  &  Google  •  IDEA  Fitness  Connect  Badge  •  Create  a  Yelp  profile  •  Engage  with  fitness,  mom,  weight  loss  blogs  •  Share  your  knowledge:  linkedin  groups,  quora,  etc.  •  Local  trainer  directories  (e.g.NeighborhoodTrainer.com  in  NYC)  
  • 15. Sample  Facebook  Ad  Link  your  Wello  bio,  group  fitness  page,  or  your  1:1  packages!  
  • 16. Check-­‐out  Judy’s  local  profile  on  Yelp.  *Make  sure  to  include  ‘Wello’  in  your  tle  so  it  is  searchable.  Sample  Yelp  Profile  
  • 17. Here  are  examples  how  Kate  and  Judy  display  the  Wello  Widget  on  their  fitness  blogs  Sample  Wello  Widget  
  • 18. External  Markeng:  “Tradional”  Channels  Tapping  Your  ExisBng  Network  •  Word-­‐of-­‐mouth  with  –  Clients  –  Friends,  Families,  Work  Colleagues  –  Alma  maters  •  Wello  Cerficate  to  post  in  studio  (coming  soon!)  •  Wello  schwag  (coming  soon!)  –  T-­‐shirts  –  Bumper  sckers    Extending  Your  Network  •  Wello  postcards/flyers  (coming  soon!)  –  Apartment  buildings  –  Stores  –  Doctor’s  offices  •  Local  news  outlets  (point  them  to  Wello  “Press”  site)  –  Newspapers  –  TV  –  Events  
  • 19. Final  Stretch  •  Keep  up  the  awesome  work  and  energy!  •  Leverage  Wello  and  fellow  trainers  for  ideas  and  feedback  on  markeng  strategies  •  Got  more  ideas?  Share  them  on  the  Wello  Trainers  Facebook  page!  hLps://www.facebook.com/groups/wellotrainers/  •  Markeng  Checklist  to  be  shared  •  Q&A  

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