1. <br />Situation Analysis<br />The Powershop Gym located in downtown Brookings area provides wellness services to the local community. They have a knowledgeable staff, have 24 hour access, up to date equipment and programs and well as information on local health and fitness opportunities, such as local marathons and health related affairs. <br />Strengths include a strong and loyal customer base among local community, competitive rates and a variety of classes and fitness programs. Also, online resources for marketing, including their webpage and e-mailing list offering current member incentives and fresh new programs. They include discounts for some of Brookings largest manufacturing business employees and sponsor many local benefits.<br />Weakness include a smaller facility, some hours un-staffed, location in busy downtown area, no playing courts or water facilities, no full-sized track and a lack of parking availability.<br /> <br />Competitive Set<br />The top three competitors for The Powershop include:<br /> <br />SDSU Wellness Center -is strong in promoting current trends for fitness, including playing courts, a full sized track, and a rock climbing wall. They match the Powershop well with their prices, staff, and hours. <br />SNAP fitness -is able to market to a different type of member that prefers a more independent and private workout, they operate un-staffed 24 hours. The equipment is comparable to the Powershop but they lack fitness programs and classes and can only meet minimal weight training and fitness needs. <br />Curves -offers a personalized program that is quick and easy. Their equipment is geared specifically to one type of workout, but the convenience appeals to people with time demands. The weakness of their program is that it’s a “one size fits all” approach to fitness.<br />Industry Analysis<br />With the country gaining ground in knowledge of health and fitness related issues, people have started making being active a top priority. Many studies support the objectives of fitness facilities making health and prevention business industry grow rapidly. <br />According to ibisworld.com “This industry has enjoyed healthy revenue growth as Americans become more aware of the importance of fitness. Health and social interaction are the main factors that draw members to fitness and recreational clubs, along with appearance related factors including muscle tone, looking better and weight control. The media has played its part, with an increased emphasis on appearance and wellness evident.” <br />Company Overview<br /> <br />7 counties makeup The Register coverage area <br />We reach about 16,000 households through The Register and The Profile combined <br />The counties include: Brookings, Deuel, Hamlin, Kingsbury, Lake, Moody, and Lincoln encompassing 24 towns.<br /> <br />Facts about the Register:<br />Coverage area has the second highest median household income in South Dakota <br />Lowest Unemployment rate in South Dakota.<br />Overall region Population is 70,730 and that is split 50/50 male and female. <br />Brookings population of 20,900 <br />the highest age population is age 19-24 being 10,003<br />second highest is 25-54 age population at 4, 488 <br />third highest is the 65 and older population with 1,834<br />Readership: 14,935 READERS PER DAY<br />34–45 YEARS 27%<br />46–60 YEARS 30% <br />Benefits of online marketing:<br />Ads on our free online paper are $59 per week and we guarantee that your ad will be seen a minimum of 10,000 times.<br /> <br />Needs Analysis<br /> <br />According to the Powershop manager, the current membership statistics as of 3/1/10<br />51.8% female<br />48.1% Male<br /> <br />Female average age is 39.6<br />Male average age is 38.0<br />Maintaining a balanced ratio of male and female members, with women always slightly higher.<br />Gaining new membership that will last throughout the summer season, when college membership numbers decline.<br />Getting more attention among residents in the region between the ages of 25-65.<br />Associating the Powershop with other well known regional business’s in their “Worldly Wellness” promo to broaden the Powershop’s recognition.<br /> <br />Quote from manager:<br />“Target pop is everyone :) just kidding! Mostly the 25-65 business men and women is our biggest population and who we would like to target to, also, women more than men. We have more women than men now and want to keep it that way plus help people see that it isn't the quot;
hardcorequot;
or quot;
meat head bodybuilding gymquot;
where everyone is in shape and where it's intimidating, been fighting that stigma for 15yrs.”<br /> <br /> <br />Features/benefits<br /> <br />Through a 3-6 month advertisement in the Brookings Register paper and online site, the Powershop gym will reach a wider customer base.<br />Advertising the “Worldly Wellness” promotion in the Brookings Register before program start date will ensure a response of a new membership marketing segment.<br />Online advertisement that matches running print ads will ensure the entire region (all 6 counties) is reached before program start dates.<br />The Powershop will reach their target demographic because of an older reading population.<br />The Powershop will reach also non-subscribers through the online advertisement. Thus, they will get more ROI for online readers matched with the print advertisement.<br />Objectives<br />Making the call and getting general information on customer base and types of members.<br />Discovering areas of strength and weakness, in order to further discuss needs.<br />Identifying ways to match The Registers benefits with the needs of The Powershops marketing.<br />Present the value added to the Powershop through the Register’s advertisement packages.<br />Re-evaluate concerns and objections to the promotion.<br />Close and get long-term business relationship.<br />The purpose of this sales call is to market a few package ideas to the Powershop for their promotion and basic advertising needs in order to persuade them to establish business with the Register. The Powershops loyal customer base provides a good starting point, since most ages they value as customers fall into the highest amount of readership. Since the Powershop is a well established downtown business, the Register readers should be familiar with the name, and will be intrigued by the new advertising. Online viewers will help promote business as well, since online marketing is passed along more efficiently, especially with promos or deals. <br />Strategies and Rationale<br /> <br />Before making an appointment for a sales meeting, I talked to the Powershop’s owners to gather understanding of their current marketing strategies and the effectiveness of this method. Their feedback helped me get needs analysis. I then corresponded with the manager about client stats, and business atmosphere for this area. From the information I gathered and the information about their promos, I created advertising packages that could meet the needs of their business for not only their promo program, but for future advertising. <br />In order to be prepared for the sales meeting I will gather clean, creative examples of the advertisements we will run for them, as well as current stats on our business including other Brookings business testimonials. I will address any questions during the meeting and make sure their needs still fit the packages I have prepared. I will then prepare for objections and make sure I have solutions to help them see that over all our advertising will provide the best value to their company.<br /> <br />Objections and Answers<br />“Why isn’t our typical WOM advertising enough?”<br />WOM advertising can be effective, especially in such a small community, where good business owners get lots of recognition. By implementing an advertising strategy with us, you can solidify the community’s ideas about your business while reaching out to those not reached by typical WOM.<br /> <br />Is paying this much for advertising really going to help our business grow?<br />Certainly, with the amount of online attention you will receive along with partnering with other businesses for your “worldly wellness” promotion, the plan is sure to gain you a new customer base. Better yet, if you stick with our business for advertising people will continue to look for your ads to learn about new information about your business. The online ads will help spread the word about this promotion as well.<br /> <br />Is the return on this investment worth it for our program promotion?<br /> <br />One of the greatest things about a seasonal promotion is that when the time comes next year to host the same program, you can be sure that those who took part in it the first time will look in the same paper (ours) for the new promotion the next year. This allows them to develop a relationship to you and us for meeting their needs on updates with your promotion. <br /> <br />