Build 2010 Understanding Marketing Strategies

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Marketing in 2010 For Results

~ traditional and modern mediums ~

“A great product doesn’t make sense if nobody knows about it”

Mark Twain

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You see a gorgeous guy at a party. You go up to him and say, "I'm

fantastic in bed".

This is Direct Marketing.

You're at a party with a bunch of friends and see a gorgeous guy.

One of your friends goes up to him and pointing at you says, "She's

fantastic in bed".

This is Advertising.

You see a gorgeous guy at a party.You go up to him and get his

telephone number. The next day you call and say,

"Hi, I'm fantastic in bed".

This is Telemarketing.

You're on your way to a party when you realise that there could be

handsome men in all these houses you're passing. So you climb onto

the roof of the car and shout at the top of your lungs,

"I'm fantastic in bed!"

This is Junk Mail.

You're at a party and see a gorgeous guy. You get up and straighten your dress. You walk up to him and pour him a drink. You say,"May I," and

reach up to straighten his tie brushing your body lightly against his arm, and then say, "By the way, I'm

fantastic in bed".

This is Public Relations.

You're at a party and see a gorgeous guy. He walks up to you and says,

"I hear you're fantastic in bed".

This is Brand Recognition

The Markets• The interested de-conditioned• The non-believer• The uninterested de-conditioned• The conditioned

The Un-interested and Non Believer

• They don’t care about the benefits of exercise and health

• Are not motivated toward exercise• Are not looking for solutions• Have no commitment to regular exercise• Do not want any support

The Un-interested and Non Believer

The Conditioned

The Conditioned• Understand the benefits of exercise• Are intrinsically motivated• Enjoy exercise & activity• Have found the right solution• Have a commitment to exercise• Get back on track easily• Need little support

The Interested De-conditioned

• Understand the benefits of exercise• Need to be extrinsically motivated• Do not necessarily enjoy exercise• Have not found the right solution• No commitment to regular exercise – YET• Do not get back on track easily• Need lots of support

The Interested De-conditioned

From IHRSA studies in 1998:• I felt certain I would get my money’s worth• I could pay for specific programs or activities• I had a friend or partner to exercise with• The club had trainers who would give me the

help I need• The club would give me a completely

personalised fitness program

I Would Join a Health Club if …

#1 Fear:The Fear of ‘Physique Anxiety’

The 5 Fears of Joining a Health Club

From IHRSA studies in 1998:

#2 Fear:The Fear of ‘Looking Stupid’#3 Fear:The Fear of ‘Feeling Like A

Klutz’#4 Fear:The Fear of ‘Isolation’

#5 Fear:The Fear of a ‘Hard Sell’ experience

• Your marketing material needs to ensure:– The market you are aiming to attract– What makes people join a club– The fears of joining a club

The Marketing Equation

Your market + Needs – Fears = New Members/Clients

What does all this mean?

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• 8 weeks: External marketing– Traditional methods– Guerrilla methods

• 4 weeks: Exercise adherence program

• 4 weeks: Referral program

Designing your club plan

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Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact JT: jt@activemgmt.com.au or 0438 015 677

Follow JT on Twitter: @JTActiveMgmt

To read JT’s blog: www.justintamsett.com

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And for more information on Active Management helping your business go to: www.activemgmt.com.au

"What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others."

Pericles

Build 2010 Understanding Marketing Strategies

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