The notes from the annual health club management training day. They are reasonably self explanatory but should you want more help or info, please contact me.
The notes from the annual health club management training day. They are reasonably self explanatory but should you want more help or info, please contact me.
After years of talking about it, the fitness industry has still not fixed its member retention issues. The fact is, right now at least, there is no magic bullet for our attrition ills but there are things that you can do - particularly around programming - that will make will make an incremental difference to the average lifetime of your members - and an incremental difference, like an extra month, will have a significant impact on your profitability. Explore what makes an exercise adherence programme entertaining and exciting. You will discover the key components of a winning programme and, most importantly, you will receive templates of programmes that work. The bonus ball is that you will have happy, engaged instructors who enjoy their work and you know what happens to your members when your staff is happy .
8 marketing goals for gyms, clubs, and fitness brandsEasypromos
The top marketing goals for your brand - and how to achieve them. This guide is designed for personal trainers, gyms, fitness clubs, and activewear brands.
Grow your events by using ITS YOUR RACE's registration and results platform. Here's some social marketing tips and tricks to get you well on your way to a successful event.
After years of talking about it, the fitness industry has still not fixed its member retention issues. The fact is, right now at least, there is no magic bullet for our attrition ills but there are things that you can do - particularly around programming - that will make will make an incremental difference to the average lifetime of your members - and an incremental difference, like an extra month, will have a significant impact on your profitability. Explore what makes an exercise adherence programme entertaining and exciting. You will discover the key components of a winning programme and, most importantly, you will receive templates of programmes that work. The bonus ball is that you will have happy, engaged instructors who enjoy their work and you know what happens to your members when your staff is happy .
8 marketing goals for gyms, clubs, and fitness brandsEasypromos
The top marketing goals for your brand - and how to achieve them. This guide is designed for personal trainers, gyms, fitness clubs, and activewear brands.
Grow your events by using ITS YOUR RACE's registration and results platform. Here's some social marketing tips and tricks to get you well on your way to a successful event.
2. Objectives
Revisit Segmentation & Value Proposition & Persona Marketing
Recommend Approaches to Enlarge Fan Base & Convert To Sales
Campaign Proposals
Pricing Strategy & Introduction to Pricing Experiment
3. Utilize Social Media Platforms
Understand what consumers like –Social media listening
Select channels and deliver particular message to
Emphasize Life Style Brand
Rather than selling a physical T-shirt, it’s more valuable to sell a life style
Fully utilizing Persona Marketing
Precise Segmentation & Positioning & Targeting
Find segments & Value proposition
Key messages and particular marketing approaches
Ways to Enlarge Fan Base
4. High-Low Price experiment to test consumers’ willingness to pay
Eg. Do different levels of promotions in the 1st week of each month and regular
retail selling price in the rest of weeks to figure out the suitable price.
Set accordingly seasonal price based on consumers’ price sensitivity
Eg. Set regular retail selling price in winter on sleeveless T-shirts since
consumers have little choices and are less likely to compare the price.
Build panel database to study segment features
Eg. Provide less discount to less-price sensitive consumers.
Consumers need incentives to reorder. Give deeper % to those who are
inactive. Even make phone calls to ensure consumer satisfaction.
Pricing Strategy
!
5. Athlete Professional
18~35 y/o
College Student, Professionals
Long-time training
#Male>#Female
Price-sensitive
Care about material of clothing
Revisit STP
Casual Sports lovers
18~45 y/o
Doing Sports for fun
3-4 times a week to gym
#Male ~ # Female
Price-sensitive
Care about design & shape
Pay attention to Me Generation
26~35 y/o
Doesn’t care much about sports
A few times
#Female > #Male
Not that Price-sensitive
Love trying & sharing new things
Social Applications Heavy users
They are intangible. Let’s find a way to visualize the segments.
6. Marketing Personas generates clicks & sales by raising resonant impact.
Personas make websites 2-5 times more effective and easier to use
Personalizing emails improves emails’ click through rate by 14%
& conversion rate by 10%
Introduce Persona Marketing
To visualize the segment and find a typical character.
8. Persona
Jason needs to train 10 hours a day to prepare for his annual
Marathon Competition in April. He is quite aggressive to get a
prize. Generally he wears the sports apparel that sponsor the
competition or him. Sometimes, he needs comfortable and
functional training apparels.
Value Proposition
This group of people care more quality than design. They are
potential ‘running advertising’. The advertising would reach long-
lasting peak effect when he wins the or performs pretty great.
We provide you with functional apparels with high quality to
ensure supporting your best performance.
Athlete Professionals
Jason 21 y/o Marathon Runner
9. Casual Sports Lovers
Ashlee(26y/o) & Mitch(31y/o) Lovers
Enjoy healthy life.
Persona
Ashlee and Mitch keep a healthy life, having organic & high-
protein foods. They enjoy travelling. Ashlee usually gets the
updated information through bloggers and Instagram. Mitch
loves reading travelling magazines. Since they plan to participate
in Color Run, they would like to buy cool and affordable apparels.
Value Proposition
This group of people care the quality of experience and healthy
life. We provide you with econormical and high-quality
apparels to upgrade your entertaining life.
10. Pay Attention to Me Generation
Persona
Grace follows lots of fashion bloggers and loves being the first to
share orders. Grace also enjoys attending all kinds of events. She
is kind of social animal that has kept Instagram, FB, Twitter and
Snapchat. She is always seeking for apparels to get her more
fantastic and show her personality.
Value Proposition
This group of people care the recognition of themselves. They are
word of mouth spreaders. They love sharing their lives.
We provide you with the opportunity to be on the cutting edge of
fashion and new things.
Grace 33 y/o Interior designer
Love fashion, social events.
11. Marketing Channels
Sponsorship: Co-brand with brands
i.e.Fitbit, Apple, GoPro, etc
Online: Instagram & FB &
www.dealmoon.com
Offline: Tailored Invitation Letter to NPD
Athlete Professional
18~35 y/o
College Student, Professionals
Long-time training
#Male>#Female
Price-sensitive
Care about material of clothing
Casual Sports lovers
18~45 y/o
Doing Sports for fun
3-4 times a week to gym
#Male ~ # Female
Price-sensitive
Care about design & shape
Pay attention to Me Generation
26~35 y/o
Doesn’t care much about sports
A few times
#Female > #Male
Not that Price-sensitive
Love trying & sharing new things
Social Applications Heavy users
Sponsorship : i.e. Flower City Marathon,
Color Run, etc.
Online: Instagram & FB &
www.tripadvisor.com
Offline : Tailored promotion/award card
Sponsorship: i.e. Annual Marathon,
Professional Athletic events, Youth
Program, etc.
Online: Athlete topic websites
13. Spring Work Out Program
Sweat it Out!
Duration: A month (July’16)
HOW: Educate target audience with different types of exercises they can do
while wearing Viewsport
OBJECTIVE: Create a brand image towards exercising and maintaining a fit body
while endorsing the brand
FREQUENCY: 1 Post every Wed & Fri for the duration
OTHERS: Shots to be in Viewsport merchandize
14. Post Drafts
viewsport #Bend&Kick! Start your spring fitness
routine today. Bend your right knee out and side kick
left leg. 30 reps both sides will help tone those
problem areas.
viewsport Aim for killer abs by doing these
effective #pushups. Repeat and prepare to
sweat in your favorite #viewsport tank.
15. viewsport Include double snap jump burpees in your daily
fitness regime to get a toned body .
viewsport X-hops help in toning your bottom. Follow this
to keep your health-driven New Year’s resolutions.
16. viewsport Get back in shape with these Double pulse
Sumo squats and aim for those enviably toned muscles.
viewsport Winter is over, so get back on the fitness train
and stop making excuses to pardon yourself from
working out. Buy a new #viewsport active-wear tank and
leggings to motivate you and break a sweat in style this
season.
17. YOU ARE SWEET & YOU CAN SWEAT.
HOW: Post 2 images, one for a daily casual look and one for gym style
OBJECTIVE: Utilizing the only one-letter spelling difference between “sweet” &
“sweat” provides women with the opportunity to show themselves.
OTHERS: Shots to be in Viewsport merchandize
Duration: A month (Aug-Sep’16)
20. 10s to take off cloth Competition
Duration: A month (Sep-Oct’16)
HOW: Mimic how the model did in the video & participate in the competition
OBJECTIVE: We are catering the fact that consumers are tending to be recognized.
People like to show their outcome of fitness.
OTHERS: Shots to be in Viewsport merchandize
