Healthy                 Marketing                                                Angela Broderick Bedell, MAA webinar for ...
About Angela
• Studio owner               • Program director of large                 health club; hospital-based                 welln...
Wellness business success:CommunityMindsetEducationAbout Angela
Lessons today aren’t all       success stories.     “…bad decisions.”                 Malcolm Forbes
Today:1.Profiting on Principle2.Personal Branding3.FIT Marketing4.Sales
Today:“How to market yourself like        Lady Gaga”
Profiting on     Principle(or, “How to NOT be a      Slimeball”)
Profiting on     Principle“Authenticity is the new     cool”
Profiting on principle1. Assume intelligence.Operate on this fundamental principle:people are reachable.
Profiting on principle2. Assume that everyone elses time isas precious as yours.Get to the point.
Profiting on principle3. Speak very directly about thebenefits.80% simple language and 20% poetry andflash.Share science t...
Profiting on principle4. Be transparent about why youcreated or believe in the program.
Profiting on principle5. Test out your product.Focus groups, labs, critical editors, guineapigs, beta users -- work a cust...
Profiting on principle6. Test out your sales copy.Have at least five people give you theirreactions.
Profiting on principle7. Give us the details.Sneak peaks with substance, juicyoverviews, visuals.
Profiting on principle8. Trust people.
Profiting on principle9. Feel good about your guarantees.
Profiting on principle10. Prove it!
Profiting on principle11. Dont try to incite fear or panic.That said…
Profiting on principle12. Do create a sense of excitementand exclusivity.
Personal Branding =  Self Promotion
Self PromotionWhy do you hate it?
Self Promotion –Why do you hate it?Because...youre shy?a) Get over it.b) Let someone else do the selling for you.c) Pray t...
Self Promotion –Why do you hate it?Because it’s not a “strength” of yours?
Self Promotion – HOWGive yourself credit by telling stories.Go to the trouble of spelling it out.
Self Promotion – HOW1. Use social media (wisely)2. YourName.com – do you own it?3. Write notes, sign your name on flyers, ...
What makes anexperience withyou different?
To build your brand andincrease job satisfaction:   play to your strengths
?Your Brand
?Your Personal MissionStatement
Your mission statement: What do I do and why?Achieve clarity To achieve success one must achieve clarity.
 What   do I enjoy? When   was I most successful? Whoenjoys my teaching/training the most?Play to your strengths
Brand =Mission =Strengths
FIT Marketing          Frequency          Intensity          Time
FIT MarketingFrequency – how often do I communicatewith my audiences
FIT MarketingIntensity – how compelling are mymarketing messages?
FIT MarketingTime – how you manage communicationwith your audiences over time  ◦ CRM  ◦ Intention and point in time of    ...
FIT MarketingFrequencyConnect often. Don’t let it take all your time. Check out apps on Twitter, FB that  automatically ...
FIT MarketingIntensity – how compelling are mymarketing messages?Compelling message: DO promise instant gratification Do...
FIT Marketing – compellingmessages           Typical quotes: “The classes at St. Joseph’s Wellness        Center are aweso...
FIT Marketing – compellingmessages           Be specific. “After six failed attempts losingweight, the employee fitness ce...
FIT Marketing – compellingmessages When you ask people for a quote,        write it for them!
FIT Marketing – compellingmessages  Gather data so you can later sell              results.
FIT Marketing – compellingmessages 39% of participants say they sleep  better after three weeks in this              program
Reinforce their innatepowerNOT      “I’m going to show you how to         improve your sorry self”
Feature:              Benefit:Previous generation   Fastest laptop on the planetIntel® Core™ i7-920XM processorExtreme Edi...
Compelling message      Must address emotion
Emotion          Angela Broderick
FIT MarketingTime – how you manage communicationwith your audiences over time  ◦ CRM  ◦ Intention and point in time of    ...
FIT Marketing -- Time Give your clientssomething to JOIN.                        Angela Broderick
Give your clientssomething to JOIN.
Sales 501
   Myers-Briggs Dichotomy    Extravert        Intravert    Sensing          Intuition    Thinking         Feeling    Judg...
Urgent             Steady Unstructured       Precise Direct             Indirect Reserved           OutgoingInsight Invent...
 Experiential Emotional IntelligentSelling an intangible;selling a service
Traditional Sales   Networking   Prospecting   ReferralsSales
Networking --- Connecting   Prospecting --- EngagingBuilding referrals --- CommunitySell                    Teach
Open therelationship.
Feed the pipeline.
Prospects Qualify prospects   Close the saleSales 501
Communitybuilding &education      Signing up      Current      student/client      relationshipsJohn Jantsch: the marketin...
Community               1.Signature talkbuilding &education               2.Specific follow       Signing up       up – “b...
Sales 501Sell Agreements, not Sessions Minimize the number of times you have to  do a sales transaction Include “make up...
Sales 501Focus your: Energy Efforts Resources (money)
Sales 501Focus – Use the 80/20 rule.Who are the clients who make up the 80%of your revenue base? ◦ Where did you find them...
Email me for: Reasons to have a website Reasons to NOT have a website Blogs and blogging    Angela@angelabroderick.com
Market Yourself Like Lady Gaga1.Get out there2.Have a consistent  image (brand)3.Don’t be afraid to  stand out
Market YourselfLike Lady GagaBreak the  rules.
Market YourselfLike Lady Gaga Community
Exercise:Define a marketing goal fornext month.(i.e. two new clients, fournew people in a class)
Exercise:Write down three do-abletactics to support yourgoal.
Goal:Attract 10 new potentialclients to an event so I canintroduce them to myprogram/service.(event – party)
Tactics:1. Send current clients invite andoffer prize for bringing a friend.2. Post on FB, email and blog regularlyfor fou...
Email me your three tactics and I will respond with feedback and ideas for       possible enhancements.    angela@angelabr...
Email your questions to:angela@angelabroderick.comConnect with me on LinkedInfor these slides (and othermarketing presenta...
Healthy Marketing - webinar for National Wellness Institute
Upcoming SlideShare
Loading in …5
×

Healthy Marketing - webinar for National Wellness Institute

277 views

Published on

"Healthy Marketing" - a webinar for the National Wellness Institute.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
277
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Healthy Marketing - webinar for National Wellness Institute

  1. 1. Healthy Marketing Angela Broderick Bedell, MAA webinar for the National Wellness InstituteJune, 2010
  2. 2. About Angela
  3. 3. • Studio owner • Program director of large health club; hospital-based wellness program • Vice President of 13-location fitness center business • 25 years as group exercise and yoga instructor; CEC provider • Developer of curriculum for personal trainers, medical students, family medicine residentsAbout Angela
  4. 4. Wellness business success:CommunityMindsetEducationAbout Angela
  5. 5. Lessons today aren’t all success stories. “…bad decisions.” Malcolm Forbes
  6. 6. Today:1.Profiting on Principle2.Personal Branding3.FIT Marketing4.Sales
  7. 7. Today:“How to market yourself like Lady Gaga”
  8. 8. Profiting on Principle(or, “How to NOT be a Slimeball”)
  9. 9. Profiting on Principle“Authenticity is the new cool”
  10. 10. Profiting on principle1. Assume intelligence.Operate on this fundamental principle:people are reachable.
  11. 11. Profiting on principle2. Assume that everyone elses time isas precious as yours.Get to the point.
  12. 12. Profiting on principle3. Speak very directly about thebenefits.80% simple language and 20% poetry andflash.Share science to back up results; do notuse technical jargon that alienates.
  13. 13. Profiting on principle4. Be transparent about why youcreated or believe in the program.
  14. 14. Profiting on principle5. Test out your product.Focus groups, labs, critical editors, guineapigs, beta users -- work a customer trialperiod into your launch plan.
  15. 15. Profiting on principle6. Test out your sales copy.Have at least five people give you theirreactions.
  16. 16. Profiting on principle7. Give us the details.Sneak peaks with substance, juicyoverviews, visuals.
  17. 17. Profiting on principle8. Trust people.
  18. 18. Profiting on principle9. Feel good about your guarantees.
  19. 19. Profiting on principle10. Prove it!
  20. 20. Profiting on principle11. Dont try to incite fear or panic.That said…
  21. 21. Profiting on principle12. Do create a sense of excitementand exclusivity.
  22. 22. Personal Branding = Self Promotion
  23. 23. Self PromotionWhy do you hate it?
  24. 24. Self Promotion –Why do you hate it?Because...youre shy?a) Get over it.b) Let someone else do the selling for you.c) Pray that your good intentions willattract customers and prosperity.(This tact, on its own, never ever works.)
  25. 25. Self Promotion –Why do you hate it?Because it’s not a “strength” of yours?
  26. 26. Self Promotion – HOWGive yourself credit by telling stories.Go to the trouble of spelling it out.
  27. 27. Self Promotion – HOW1. Use social media (wisely)2. YourName.com – do you own it?3. Write notes, sign your name on flyers, take photos of you and your students/clients
  28. 28. What makes anexperience withyou different?
  29. 29. To build your brand andincrease job satisfaction: play to your strengths
  30. 30. ?Your Brand
  31. 31. ?Your Personal MissionStatement
  32. 32. Your mission statement: What do I do and why?Achieve clarity To achieve success one must achieve clarity.
  33. 33.  What do I enjoy? When was I most successful? Whoenjoys my teaching/training the most?Play to your strengths
  34. 34. Brand =Mission =Strengths
  35. 35. FIT Marketing  Frequency  Intensity  Time
  36. 36. FIT MarketingFrequency – how often do I communicatewith my audiences
  37. 37. FIT MarketingIntensity – how compelling are mymarketing messages?
  38. 38. FIT MarketingTime – how you manage communicationwith your audiences over time ◦ CRM ◦ Intention and point in time of decision/action/goal
  39. 39. FIT MarketingFrequencyConnect often. Don’t let it take all your time. Check out apps on Twitter, FB that automatically cross-postPrioritize & Delegate, Maximize.
  40. 40. FIT MarketingIntensity – how compelling are mymarketing messages?Compelling message: DO promise instant gratification Do NOT preach or go down the self improvement path Do share stories, specific quotes
  41. 41. FIT Marketing – compellingmessages Typical quotes: “The classes at St. Joseph’s Wellness Center are awesome.” “This is a great program.”
  42. 42. FIT Marketing – compellingmessages Be specific. “After six failed attempts losingweight, the employee fitness center WORKED!”
  43. 43. FIT Marketing – compellingmessages When you ask people for a quote, write it for them!
  44. 44. FIT Marketing – compellingmessages Gather data so you can later sell results.
  45. 45. FIT Marketing – compellingmessages 39% of participants say they sleep better after three weeks in this program
  46. 46. Reinforce their innatepowerNOT “I’m going to show you how to improve your sorry self”
  47. 47. Feature: Benefit:Previous generation Fastest laptop on the planetIntel® Core™ i7-920XM processorExtreme Edition Angela Broderick
  48. 48. Compelling message Must address emotion
  49. 49. Emotion Angela Broderick
  50. 50. FIT MarketingTime – how you manage communicationwith your audiences over time ◦ CRM ◦ Intention and point in time of decision/action/goal
  51. 51. FIT Marketing -- Time Give your clientssomething to JOIN. Angela Broderick
  52. 52. Give your clientssomething to JOIN.
  53. 53. Sales 501
  54. 54.  Myers-Briggs Dichotomy Extravert Intravert Sensing Intuition Thinking Feeling Judging PerceivingSpeak to their style
  55. 55. Urgent Steady Unstructured Precise Direct Indirect Reserved OutgoingInsight Inventory
  56. 56.  Experiential Emotional IntelligentSelling an intangible;selling a service
  57. 57. Traditional Sales  Networking  Prospecting  ReferralsSales
  58. 58. Networking --- Connecting Prospecting --- EngagingBuilding referrals --- CommunitySell Teach
  59. 59. Open therelationship.
  60. 60. Feed the pipeline.
  61. 61. Prospects Qualify prospects Close the saleSales 501
  62. 62. Communitybuilding &education Signing up Current student/client relationshipsJohn Jantsch: the marketing hourglass
  63. 63. Community 1.Signature talkbuilding &education 2.Specific follow Signing up up – “bookend”Currentstudent/client 3.Clubs, parties,relationships celebrations.John Jantsch: the marketing hourglass
  64. 64. Sales 501Sell Agreements, not Sessions Minimize the number of times you have to do a sales transaction Include “make up” policy
  65. 65. Sales 501Focus your: Energy Efforts Resources (money)
  66. 66. Sales 501Focus – Use the 80/20 rule.Who are the clients who make up the 80%of your revenue base? ◦ Where did you find them? ◦ What do they have in common?
  67. 67. Email me for: Reasons to have a website Reasons to NOT have a website Blogs and blogging Angela@angelabroderick.com
  68. 68. Market Yourself Like Lady Gaga1.Get out there2.Have a consistent image (brand)3.Don’t be afraid to stand out
  69. 69. Market YourselfLike Lady GagaBreak the rules.
  70. 70. Market YourselfLike Lady Gaga Community
  71. 71. Exercise:Define a marketing goal fornext month.(i.e. two new clients, fournew people in a class)
  72. 72. Exercise:Write down three do-abletactics to support yourgoal.
  73. 73. Goal:Attract 10 new potentialclients to an event so I canintroduce them to myprogram/service.(event – party)
  74. 74. Tactics:1. Send current clients invite andoffer prize for bringing a friend.2. Post on FB, email and blog regularlyfor four weeks before event.3. Serve good food, have goodie bagsand secure attendance by three high-profile clients.
  75. 75. Email me your three tactics and I will respond with feedback and ideas for possible enhancements. angela@angelabroderick.com
  76. 76. Email your questions to:angela@angelabroderick.comConnect with me on LinkedInfor these slides (and othermarketing presentations).Angela Broderick BedellFb: Angela Broderick BedellT: @angelabroderickAngelaBroderick.com Thank you!

×