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.

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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 sales@advecor.com
  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: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement And for more information on Active Management helping your business go to: www.activemgmt.com.au &quot;What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.&quot; Pericles

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