Filex 2011 Marketing 1-2-3


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The success of most businesses is based on sales. But you cannot make sales with enquiries. This session is designed to give you the steps to a powerful and effective marketing plan. You will learn how to integrate your social media, your website and your external marketing strategies into 4 month campaigns that will produce you results – more enquiries.

Plus learn the difference when designing a marketing piece for on-line and printed. At the end of this session you will walk away with an implementation plan.

Published in: Business, News & Politics
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Filex 2011 Marketing 1-2-3

  1. 1. Marketing As Easy As 1 – 2 -3
  2. 4. Marketing 101 <ul><li>Your marketing plan and individual marketing pieces must take into account: </li></ul><ul><li>The market you are aiming to attract </li></ul><ul><li>What makes people join your club </li></ul><ul><li>The fears of joining a club </li></ul>
  3. 5. Fears of joining a club
  4. 6. Marketing 101 <ul><ul><li>Your Marketing Equation </li></ul></ul><ul><ul><li>(regardless of the medium) </li></ul></ul><ul><ul><li>Market + Needs – Fears = </li></ul></ul><ul><ul><li>New Members /Clients </li></ul></ul>
  5. 7. Marketing 101
  6. 8. Marketing 101
  7. 9. Marketing 101
  8. 10. <ul><li>Your marketing must have: </li></ul><ul><li>A strong emotional headline: WIIFM </li></ul><ul><li>Simple copy </li></ul><ul><li>An urgency to act </li></ul><ul><li>A call to action </li></ul><ul><li>Consistency </li></ul>Marketing 101
  9. 11. Z Headline Logo Call to action: Phone or email or website Picture Copy: Bullet points?
  10. 12. Marketing 101 A newspaper ad A direct mail piece Lead box
  11. 13. Your marketing must say <ul><li>Who you want – be specific! </li></ul><ul><li>Why you are different OR what is unique about you </li></ul><ul><li>Reinforce your brand </li></ul><ul><li>Call to action </li></ul>
  12. 15. Your marketing can be great but still fail
  13. 16. Your marketing can be great but still fail 858.397.1400 or
  14. 17. Your marketing can be great but still fail
  15. 18. <ul><li>Referral program </li></ul><ul><ul><li>Incentive for member’s introducing new members </li></ul></ul><ul><ul><ul><li>All year around – some spikes with extra incentives! </li></ul></ul></ul>Fixed Successful Marketing Campaigns
  16. 21. <ul><li>Re-activation promotions </li></ul><ul><ul><li>Focus is on cancelled and expired members, aimed at building your dues. </li></ul></ul><ul><ul><ul><li>2 or 3 times per year </li></ul></ul></ul><ul><li>Unsold prospects </li></ul><ul><ul><li>One day specials to help cash flow & get these people who buy on price alone into the club </li></ul></ul><ul><ul><ul><li>2 or 3 times per year </li></ul></ul></ul>Fixed Successful Marketing Campaigns
  17. 26. <ul><li>Special Days </li></ul><ul><ul><li>Valentine’s Day </li></ul></ul><ul><ul><li>Mother’s Day </li></ul></ul><ul><ul><li>Father’s Day </li></ul></ul><ul><ul><li>Secretary's Day </li></ul></ul><ul><ul><li>St Patrick's Day </li></ul></ul><ul><ul><li>Australia Day </li></ul></ul>Fixed Successful Marketing Campaigns
  18. 29. <ul><li>Ongoing Community Awareness Marketing – don’t rely on it! </li></ul><ul><ul><li>Newspaper advertising </li></ul></ul><ul><ul><li>Letter box drops: </li></ul></ul><ul><ul><ul><li>Debatable theory says: </li></ul></ul></ul><ul><ul><ul><ul><li>Drop the same piece 3 times and the third time will have a greater pull. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Need an offer on every piece </li></ul></ul></ul></ul><ul><ul><ul><li>Expiry date </li></ul></ul></ul><ul><ul><ul><li>Ensure all your club details are on the marketing piece </li></ul></ul></ul><ul><ul><ul><li>Ensure a 10 year old understands </li></ul></ul></ul>OCA Marketing
  19. 31. <ul><li>Corporate </li></ul><ul><ul><li>Use your members to get you in the Front Door </li></ul></ul><ul><ul><li>Speak with the decision makers </li></ul></ul><ul><ul><li>FREE time or services at the Club </li></ul></ul><ul><ul><li>Offer more than gym memberships </li></ul></ul><ul><ul><ul><li>Wellness Plan: educational, social, fun </li></ul></ul></ul><ul><ul><li>Health Fairs are an excellent marketing tool </li></ul></ul><ul><ul><li>Email me and I will send our package </li></ul></ul>Marketing to Specific Demographics
  20. 33. <ul><li>Medical: </li></ul><ul><ul><li>Doctor, Physio, Chiro, Dietitian Referral program </li></ul></ul><ul><li>Kids: </li></ul><ul><ul><li>Schools, play groups, sporting sides </li></ul></ul><ul><li>Seniors: </li></ul><ul><ul><li>Bowling clubs, nurseries </li></ul></ul><ul><li>Mothers: </li></ul><ul><ul><li>Mother’s groups </li></ul></ul>Marketing to Specific Demographics
  21. 34. <ul><li>Lead boxes: </li></ul><ul><ul><li>Video stores, sports stores, McDonalds </li></ul></ul><ul><li>Sponsorship: </li></ul><ul><ul><li>Sporting sides – share databases </li></ul></ul><ul><li>Prizes: </li></ul><ul><ul><li>Schools </li></ul></ul><ul><li>Joint marketing: </li></ul><ul><ul><li>Share databases </li></ul></ul>Guerrilla Marketing
  22. 35. <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
  23. 36. <ul><li>Celebrities boost recall by 22% </li></ul><ul><li>Quotations/testimonials boost recall by 28% </li></ul><ul><li>Larger initial letter increases readership by 13% </li></ul><ul><li>Length of sentences changes readership </li></ul><ul><li>‘ Half Off’ is more successful than ‘50% Off’ </li></ul><ul><li>Pictures DO equal 1000 words </li></ul><ul><li>Photographs increase recall 26% over drawings </li></ul><ul><li>Reverse copy decreases readership by 12% </li></ul><ul><li>Courtesy of Jim Smith </li></ul>8 Secrets to Increase Responses to Ads and Direct Mail
  24. 37. 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: 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