Filex 2011 management training day marketing


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Filex 2011 management training day marketing

  1. 1. Marketing ~ traditional and modern mediums ~ “A great product doesn’t make sense if nobody knows about it” Mark Twain
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  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><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:
  17. 17. <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
  18. 18. <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
  19. 19. <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. 24. <ul><li>Lead Boxes </li></ul><ul><li>These work brilliantly if: </li></ul><ul><li>There is a relationship between the 2 businesses </li></ul><ul><li>They are in the right venue </li></ul><ul><li>Are looked after </li></ul><ul><li>Have a an entry form that helps </li></ul><ul><li>qualify your leads </li></ul><ul><li>Have leads that are followed up! </li></ul>
  23. 31.
  24. 35. <ul><li>VOLUNTEERS NEEDED FOR WEIGHTLOSS STUDY </li></ul><ul><li>50 people between the ages of 30 and 50 are needed for study to determine factors that contribute to weight loss . To be eligible for the study: </li></ul><ul><li>You must not have exercised for more than 12 month; </li></ul><ul><li>You must be 10kg over weight; </li></ul><ul><li>You must guarantee to follow the program we prescribe; </li></ul><ul><li>You must live within 5km of Active Health Club </li></ul><ul><li>For more information contact The Research Director based at </li></ul><ul><li>Active Health Club: 9870 8775 </li></ul>
  25. 44.
  26. 45. <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
  27. 46. <ul><li>Business goals: </li></ul><ul><ul><li>Growth or maintenance </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><li>Planning </li></ul><ul><ul><li>12 month plan </li></ul></ul><ul><ul><li>Communicate it with Management, Team, financiers(?) </li></ul></ul><ul><li>Get creative in your marketing! </li></ul><ul><ul><li>Use as many mediums as possible to market </li></ul></ul><ul><ul><li>What works in the industry? </li></ul></ul><ul><ul><li>What works in other industries? </li></ul></ul>Designing your marketing plan
  28. 47. BUT . . . .
  29. 48. Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] o r 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