Build 2010 Understanding Marketing Strategies


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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 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. But in 2010 we have so many mediums, we can have far greater reach, if we design an integrated marketing plan. Learn how to put your integrated 12 month marketing plan together to get results and brand recognition in your community.

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  • Build 2010 Understanding Marketing Strategies

    1. 1. Marketing in 2010 For Results ~ traditional and modern mediums ~ “A great product doesn’t make sense if nobody knows about it” Mark Twain
    2. 2.
    3. 3. <ul><li>You see a gorgeous guy at a party. You go up to him and say, &quot;I'm f anta s tic in bed&quot;. </li></ul><ul><li>This is Direct Marketing . </li></ul>
    4. 4. <ul><li>You're at a party with a bunch of friends and see a gorgeous guy. One of your friends goes up to him and pointing at you say s , &quot;She's fantastic in bed&quot;. </li></ul><ul><li>This is Advertising. </li></ul>
    5. 5. <ul><li>You see a gorgeous guy at a party. </li></ul><ul><li>You go up to him and get his telephone number. The next day you call and say, </li></ul><ul><li>&quot;Hi, I'm fantastic in bed&quot;. </li></ul><ul><li>This is Telemarketing. </li></ul>
    6. 6. <ul><li>You're on your way to a party when you realise that there could be handsome men in all these houses you're passing. So you climb onto the roof of the car and shout at the top of your lungs,   </li></ul><ul><li>&quot;I'm fantastic in bed!&quot; This is Junk Mail . </li></ul>
    7. 7. <ul><li>You're at a party and see a gorgeous guy. You get up and straighten your dress. You walk up to him and pour him a drink.  You say,&quot;May I,&quot; and reach up to straighten his tie brushing your body lightly against his arm, and then say, &quot;By the way, I'm fantastic in bed&quot;. </li></ul><ul><li>This is Public Relations. </li></ul>
    8. 8. <ul><li>You're at a party and see a gorgeous guy. He walks up to you and says, &quot;I hear you're fantastic in bed&quot;. </li></ul><ul><li>This is Brand Recognition </li></ul>
    9. 9. The Markets <ul><ul><ul><li>The interested de-conditioned </li></ul></ul></ul><ul><ul><ul><li>The non-believer </li></ul></ul></ul><ul><ul><ul><li>The uninterested de-conditioned </li></ul></ul></ul><ul><ul><ul><li>The conditioned </li></ul></ul></ul>
    10. 10. The Un-interested and Non Believer
    11. 11. <ul><li>They don’t care about the benefits of exercise and health </li></ul><ul><li>Are not motivated toward exercise </li></ul><ul><li>Are not looking for solutions </li></ul><ul><li>Have no commitment to regular exercise </li></ul><ul><li>Do not want any support </li></ul>The Un-interested and Non Believer
    12. 12. The Conditioned
    13. 13. The Conditioned <ul><li>Understand the benefits of exercise </li></ul><ul><li>Are intrinsically motivated </li></ul><ul><li>Enjoy exercise & activity </li></ul><ul><li>Have found the right solution </li></ul><ul><li>Have a commitment to exercise </li></ul><ul><li>Get back on track easily </li></ul><ul><li>Need little support </li></ul>
    14. 14. The Interested De-conditioned
    15. 15. <ul><li>Understand the benefits of exercise </li></ul><ul><li>Need to be extrinsically motivated </li></ul><ul><li>Do not necessarily enjoy exercise </li></ul><ul><li>Have not found the right solution </li></ul><ul><li>No commitment to regular exercise – YET </li></ul><ul><li>Do not get back on track easily </li></ul><ul><li>Need lots of support </li></ul>The Interested De-conditioned
    16. 16. <ul><li>From IHRSA studies in 1998: </li></ul><ul><li>I felt certain I would get my money’s worth </li></ul><ul><li>I could pay for specific programs or activities </li></ul><ul><li>I had a friend or partner to exercise with </li></ul><ul><li>The club had trainers who would give me the help I need </li></ul><ul><li>The club would give me a completely personalised fitness program </li></ul>I Would Join a Health Club if …
    17. 17. <ul><ul><li>#1 Fear: </li></ul></ul><ul><ul><li>The Fear of ‘Physique Anxiety’ </li></ul></ul>The 5 Fears of Joining a Health Club From IHRSA studies in 1998:
    18. 18. <ul><ul><li>#2 Fear: </li></ul></ul><ul><ul><li>The Fear of ‘Looking Stupid’ </li></ul></ul><ul><ul><li>#3 Fear: </li></ul></ul><ul><ul><li>The Fear of ‘Feeling Like A Klutz’ </li></ul></ul><ul><ul><li>#4 Fear: </li></ul></ul><ul><ul><li>The Fear of ‘Isolation’ </li></ul></ul>The 5 Fears of Joining a Health Club
    19. 19. <ul><ul><li>#5 Fear: </li></ul></ul><ul><ul><li>The Fear of a ‘Hard Sell’ experience </li></ul></ul>The 5 Fears of Joining a Health Club
    20. 20. <ul><li>Your marketing material needs to ensure: </li></ul><ul><ul><li>The market you are aiming to attract </li></ul></ul><ul><ul><li>What makes people join a club </li></ul></ul><ul><ul><li>The fears of joining a club </li></ul></ul><ul><ul><li>The Marketing Equation </li></ul></ul><ul><ul><li>Your market + Needs – Fears = </li></ul></ul><ul><ul><li>New Members /Clients </li></ul></ul>What does all this mean?
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    22. 22.
    23. 32.
    24. 33. <ul><li>8 weeks: External marketing </li></ul><ul><ul><li>Traditional methods </li></ul></ul><ul><ul><li>Guerrilla methods </li></ul></ul><ul><li>4 weeks: Exercise adherence program </li></ul><ul><li>4 weeks: Referral program </li></ul>Designing your club plan
    25. 36. Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] or 0438 015 677 Follow JT on Twitter: @JTActiveMgmt To read JT’s blog: Become an Active Management Fan on Facebook: And for more information on Active Management helping your business go to: &quot;What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.&quot; Pericles