This content addresses secrets for developing a successful health club marketing strategy. Prepared by Bryan O'Rourke, Kelli Hatton and the owners of Gold's Gym

1. The Secret Sauce For A Successful
2014 Marketing Strategy
GGFA Webinar February 2014

2. The Secret Sauce For A Successful 2014 Marketing Strategy
Bryan K. O’Rourke
CEO & Shareholder
Integerus, Fitmarc, Fitness Industry Technology Council
bryankorourke.com
Kim Kenyon
Managing Partner
Gold’s Gym Dutchess County
Special Thanks To Deborah Collins, Bill Austin,
Dave Kenyon & Kelli Hatton

3. Evolve Your Marketing Strategy To
Increase Sales

4. What can we expect for marketing in
the year 2014 ?

5. #

7. National Calendar

9. Example Of External Marketing For New Customers

10. Example Of External Marketing For New Customers

11. Example Of Internal Marketing For Current Members

12. Example Of Internal Marketing For Current Members

13. Example Of Internal Marketing For Current Members

14. Think: what do you want to
accomplish?

15. How can you reach
your targets?

16. Determine your Budget

17. Plan Your Tactics

21. Yelp
Verizon Yellow Page
Super Pages
Google Ads
Corp Emails To New Members
Community Partnerships
Health Club Network - Scrolling Screens
Poughkeepsie Journal Online (events)
Poughkeepsie Jounral Website
Poukeepsie Journal App
Key Ring App
Twitter
myreadylink.com Poughkeepsie Area
GG Spotter App

22. #

23. See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
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24. See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
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25. See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
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26. 2014 US Health Club Technology Survey Report
14 Questions On Key Trends
746 U.S. Clubs Surveyed
Mobility & Other Trends Addressed
FREE via http://www.slideshare.net/
Bryankorourke/2014-us-health-clubtechnology-survey-report
Are Clubs Adopting New Technologies ?
Fitness Industry Technology Council 2014 | www.fittechcouncil.org

27. Mobile Device Trends
60
Percentage Of Clubs With
Mobile Configured Web
Sites
Interesting Facts:
According to comScore, in 2014 there will be more
mobile Internet users than desktop users globally.
65% of US Adults now have a Smartphones and that
number is growing fast.
A recent FIT-C survey report showed U.S.
health clubs are starting to react to
mobile trends. 60 percentage of clubs
now say their web sites are mobile
compliant.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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28. Mobile Device Trends
60
Percentage Of Members
Taking Devices With Them
To Workout
Interesting Facts:
35% of U.S. adults now own a tablet device and 75%
of smartphone users take their devices with them
into the bathroom.
More than 60% of health club members now take
devices with them to workout.
Mobile Search
What this means is that your prospects
and members are interacting on the
Internet by searching when they are out
and about. They are also commenting
about services and their experiences in
your club.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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29. Mobile Device Trends
31
Percentage Of All Clubs
With Some Mobile App
Interesting Facts:
The increasing number of smartphones with GPS
capability will spur the growth of apps that make
use of the technology, according to Frost & Sullivan.
The market for location-based apps will also be
fuelled by key technology trends of indoor
connectivity, augmented reality, big data and
wearable devices.
Location Based Functionality:
Built in GPS enables applications know
where you are. This creates a long list of
possibilities and the SOLOMO (social,
local, mobile) trend which is recreating
how businesses can identify and engage
existing and new customers.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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30. Mobile Search Trends
20
Percentage Of Clubs That
Spend Money On
Mobile Ads
Interesting Fact:
U.S. adults spend more time on mobile searching today than
they do on desktop browsing, according to eMarketer. The
need to be available when that search occurs has a direct
bearing on action and business. Its about convenience.
73% of mobile searches trigger additional
action and conversation. Being mobile
friendly increases the chance you can
impact a decision to purchase a
membership.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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31. Gold’s Gym Hudson Valley - Mobile App

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34. Suceess
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39. Suceess
The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
It’s Native
Doesn’t Interrupt
Doesn’t Demand (Often)
Leverages Pop Culture
It’s Micro
Consistent & Self Aware
Jab Jab Jab
Right Hook
Content
Storytelling
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40. First 5 who tweet @bryankorourke about
this webinar get the book FREE

41. “If you do not care about your end user immensely, especially in
the next few years, your brand will die.”
@GaryVee
#IHRSA2014 Keynote
Using Social Media More
Effectively http://youtu.be/
V2OiSUFPPN8
See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
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42. The Secret Sauce For A Successful
2014 Marketing Strategy
Questions ?
Thank You
GGFA Webinar February 2014