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Golds Gym Online Market Analysis

An online review of Golds Gym: looking at the implications of local search, user reviews, and consumer generated media against business development questions.

Golds Gym Online Market Analysis

  1. 1. CASE OUTLOOK GOLDS GYM Online Brand Traffic and Business Impact
  2. 2. 529 LOCATIONS NATIONWIDE
  3. 3. Nationally, good online brand control • Retains top 50% if Google 1st Page Results • Has company controlled assets in top results • Has local listings submitted for map presence
  4. 4. YET ECONOMICS FORCE CONSUMER REDUCTION • Severe traffic downturn after Holiday spike • -10% drop in site traffic in one month • -45% drop in site traffic in ninety days
  5. 5. Top Traffic Sources to GoldsGym.com Unique Monthly Traffic • 69223 • 23980 • 13597
  6. 6. But…. Consumers search local Even if they don’t know it, Google gives them local.
  7. 7. Local Consumer Reviews = Problem
  8. 8. SEARCH: Golds Gym Seattle
  9. 9. Realistically, everyone reads the negative if it is painfully obvious
  10. 10. But what about B2B and Franchise Investors? Golds Gym (http://www.goldsgym.com/golds/franchising/steps.php) The main criteria of becoming a franchise candidate FINANCIAL REQUIREMENTS Potential franchisees must possess the capital sufficient to fund the development of a Gold's Gym facility. – $800,000 in Net Worth – $300,000 in Liquid Assets – Previous Business Ownership or Unit Management in retail or service industry – Experience in managing 15-30 employees - salary & commission – Interested in Fitness or a related health care/wellness activity – Sales Experience – Involvement in the community
  11. 11. Investor Due Diligence Magnifies Negative Impact (http://www.yelp.com/biz/golds-gym-seattle) • quot;I went and did a quick walk through of the Capitol Hill Golds Gym as I work in the area. I had read the reviews on here but thought I might as well check it out for myself. The reviews on here are accurate--the place smells like urine. Not sweat like some gyms but stale urine (think vagrant parking garage.) Didn't need to see anything else. I'll keep looking.quot; • quot;Nevermind the fact it smells like fungus growing in a sweaty shoe and the bad techno untz, untz, untz interfering with my music.quot; • quot;With few exceptions, they have a very rude, unconcerned staff. Members are rarely greeted when entering or leaving. The management is indifferent when members raise concerns about cleanliness, broken machines, billing, etc.quot; • quot;This is one of the skankiest gyms I've ever worked out at. The men's locker room is lit like the backroom of a gay bar and smells like a fungal-infected crotch. I levitate over the floor in there and would NEVER take off my shoes.quot; • quot;My bf & I originally joined this gym when we first moved to Capitol Hill and it was virtually the only workout facility within walking distance. We enjoyed screw-ups on our account, lack of good facilities, rudeness, quot;questionablequot; behavior in the men's locker room, and all-around bullshit when we tried to cancel our membership. I wish there were negative stars, because this place rates a negative 5!quot;
  12. 12. As a consumer you may rethink spending your $100 a month elsewhere… As an investor you may want to keep your $500k and think about the future…
  13. 13. As a competitor, you might…
  14. 14. Look at Paid Keywords sending them traffic… and spend your dollars more wisely
  15. 15. Or look at Organic Keywords sending them traffic… and make sure people find you instead
  16. 16. You could also Figure out where they are not… and put yourself into the right spot.
  17. 17. Knowing your marketplace, Competitors – How they perform – How they fail – How they succeed – What market you can take Audiences – Where they are – How they react and interact – Where they are going – How you can retain them – How to communicate with you and your staff Allows you to drive results…and highlight beneficial communications
  18. 18. Do you know… • The competitors in the space and their current and past effectiveness online? • Competitors online status in detail- have they done a comprehensive overview of online footprint and options? • How to beat competition in current space, and in finding new spaces online for customer interactions? • How to fine tune or revise allocations to cut costs ? • How proactive maintenance works – and why it’s critical relative to Search engines and brand monitoring? • When to adapt to search engine calculation or algorithm changes? • How to identify risks, brand reputation opportunities, and trademark uses? • Have you looked into co-marketing or channel partnerships, channel expansions, and niche alliances? • How do online channels work with local distributors and stores? • How to test a market prior to a project or campaign launch? • What mediums are most effective in communicating with your customer base?
  19. 19. Competitive Analysis Our analysis answers questions like: • Who in my industry or segment is doing a better job? • Which company on the internet has results I want to model? (any industry) • What percentage of online searchers are seeing my ads vs. someone else's? • How much are competitors advertising? What is their effectiveness? • What competitors have entered my industry or changed positioning? • What potential competitive launches should I be aware of? Have any new campaigns been launched recently? • What is the decision making pattern of my competition? • How efficient is my paid search compared to other advertisers? • Is my agency really making me money or does their data fall apart when audited? • What copy changes have occurred over time and why? • What can be used to avoid project failures – have these already been attempted? • What part of my offerings are repeatable and scalable? • Which blend of traditional media and online is the most cost effective? • What is my brand impact and what associations do customers make, or could they make?
  20. 20. Ask simple questions… What does my consumer want? How can I provide them value? Where can I differentiate my business? How can I maximize on opportunities?
  21. 21. Thank You, Questions Please. Barry Hurd 123SocialMedia.com http://twitter.com/123socialmedia
  • mec51

    Aug. 8, 2012
  • anishnathan

    Mar. 9, 2011
  • mrcosindad

    Jul. 13, 2010
  • ioliver1

    Oct. 25, 2009
  • rayalgar

    Sep. 4, 2009
  • hirn

    Jun. 22, 2009

An online review of Golds Gym: looking at the implications of local search, user reviews, and consumer generated media against business development questions.

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