Fitness Marketing Workbook

8/9/2019 Fitness Marketing Workbook

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Step 1 - Understanding Your Marketplace

1. List the types of problems your service solves and the negative results and

consequences of those problems?

2. List the types of people who have the problems that your service solves.


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3. List the other businesses that also offer the same solutions as you do or

similar solutions that could be substituted for your solution.

4. List the marketing methods your direct and indirect competitors use and

how they use them.


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5. List the industry trends relevant to your business.


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Step 2 - Understand Your Clients

1. How does my potential client normally make decisions to solve their fitness

problems?

2. Who are the primary buyers and the primary buying influencers in the purchasing proc ess? (e.g. wife, husband, children, et c.)


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3. What are my target customer’s primary motivations for using my services?

Be specific.

3a. List the pains, frustrations, annoyances, and difficulties that your target

market faces and that your solution solves.


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4. What kind of habits does my client have? For instance, where do they gettheir information? (e.g. newspapers, internet, magazines)

5. What sources does your target market go to for information?

a. What T.V. programs do they watch?

b. What newspapers do they read?

c. What radio stations do they listen to?

d. What websites and online forums do they visit?

e. What keywords do they type into the search engines?

f. What books do they read?


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g. What activities does your target market do for recreation? (This information

can be used to create relevant incentives.)

h. What other businesses providing complimentary, but not competing

products or services, do es you r target market bu y from? (This information can be used to develop po tent ial joint ventur es.)


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Step 3 – Choose a Niche Market(s)

What niche market(s) should I focus marketing my services to?

Questions to ask when identifying a potential niche market.

1. Do they have a bad problem that you can solve?

2. Can you affordably communicate with you niche?

3. Is there excessive competition in the niche?

4. Do they have money or are they willing to buy?

5. Is the niche big enough to sustain your business?

6. Do you have experience in your niche?


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Step 4 – Set Sales Objectives and Goals

1. What objectives do you want to focus on and what specific goals do you

want to achieve for each objective?

2. What is the lifetime value of a new client, the cost to acquire a new client

and the cost to acquire a new lead?

Lifetime Value of a New Client

Average Purchase Amount -

Average Number of Purchases -

Annual Revenue -

Average Profit Margin -

Average Net Profit Value of a Client Average Lifetime (in years) -

Lifetime Profit Value of a Client -

Average Number of Referrals per Client -

Total Lifetime Profit Value of a Client -


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Cost to Acquire a New Customer

Last Year’s Total Sales and Marketing Costs -

Nu mber of Clients Acquired -

Cost to Acquire a New Customer -

Cost to Acquire a New Lead -

Last Year’s Total Lead Generation Costs -

Nu mber of Leads Acqu ired -


3. How many leads and clients will you need to meet next year’s revenue and

net profit goals?

Previous Years Data

Nu mber of Leads -

Average Conversion Rate -

Nu mber of Clients -



Annual Revenue -


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Average Profit Margin -

Annual Net Profit -

Required Clients and Leads to Meet Next Year’s Goals

Annual Revenue Goals -



Required Number of Clients -

Average Conversion Rate -

Required Number of Leads -

4. At a minimum, how much money do you need to spend to acquire to meet

next year’s lead generation and client acquisition goals?

Minimum Required Budget to Acquire New Leads

Required Number of Leads -


Budget Needed to Meet Lead Generation Goals -

Minimum Required Budget to Acquire New Clients


Cost to Acquire a New Client -

Budget Needed to Meet New Client Goals -


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Maximum Budget You Can Spend to Acquire New Clients


Lifetime Value of a New Client -

Maximum Budget Allowable to Meet Client Goals -


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Step 5 – Position Your Offerings

1. What are the common USP’s in your market?

2. What are the common irritations in your market?

3. What are the gaps in what your market is promising and what it is actually

delivering?

4. What is your unique advantage?


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5. What types of “offers elements” can you extend to your clients?

a. Packaging and Bundling

b. Prices

c. Terms

d. Premiums

e. Guarantees

f. Scarcity Tactics

g. Reasons for Offer

h. Next Steps

i. Consequences

Develop unique offers for your primary services using the following elements:

Packaging and Bundling

Pricing

Terms

Premiums

Guarantees

Scarcity

Tactics


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Reasons for Offer

Next Steps

Consequences

6. Create several guarantee statements.

7. Create a fully integrated U.S.P. statement.

a. Unique Advantage Statement

b. Sens ational Offer Statem ent

c. Powerful Promise Statement


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8. Make a list of things that you are NOT and what you will NOT do.


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Step 6 – Develop Your Unique Marketing Message

1. List the features of your services and turn them into emotional benefits.

2. List potential clients that might give you their testimonials and how you’ll

go about getting their testimonials.


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3. Document a successful client case study.

a. Explain the client’s problem and what was happening as a result of the problem.

b. Explain what you an d your service did to solve the problem.

c. Describe the results enjoyed by your client from using your solution.


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4. Write your full marketing message.

a. Identify your target market.

b. Acknowledge their problems an d pains.

c. Present your unique solution and its benefits.

d. Back up your solution with proof.

e. Make an irresistible offer.


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Step 7 – Determining Your Marketing Approach

1. State the objective of your advertising.

Get people to pick up the phone and call you?

Get people to come to your studio?

Get people to give you their contact information?

Get people to go to your website?

2. Create a list of potential marketing tools.

Joint Venture Marketing Plan

List the businesses providing complimentary, but not competing products or

services, which your target market buys from. Then consider different ideas

for joint ventures.


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Niche Marketing Plan

1. Review your client base and list three groups of clients that you would like

to target. Then get their testimonials.

2. Create your unique marketing message for each niche.

3. Create a list of potential marketing tactics that you can use to communicate

with prospects in each niche.

Advertising Marketing Plan

1. Critique all your current advertisements by rethinking the objective of the

ad and making changes to improve their response. This includes space ads,

search engine ads, direct mail ads etc.

2. Try to determine the current ROI on each advertisement you’re currently

running (If you can’t calculate ROI, then you need to redesign the ad so thatyou can start tracking it).

3. List the additional potential targeted mediums will you be testing and their ROI computations?


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4. Start implementing a ROI Tracking Sheet for each marketing campaign andstaple it to a copy of each piece that you run.

Referral Marketing Plan

1. List the referral marketing systems you plan to test and implement.

Networking Marketing Plan

1. Develop your own personal elevator speech.

2. Create a comprehensive contact list of organizations and meetings where

you can go to network. (Start by visiting the local chamber of commerce.)

3. List the follow up steps you’ll take after meeting someone.


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4. Develop a calendar of the networking meetings you plan to attend.

Publicity Marketing Plan

1. Create a list of media and specific people to target.

2. Create a list of “newsworthy” press release ideas.


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Follow-Up Marketing Plan

1. Explain how you will identify the source where each lead originated?

2. Explain what system you will use to record each lead and where it came

from?

3. Explain each step of the follow-up process you will use with each new

lead?


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Online Marketing Plan

1. State the primary objectives of your website in order of importance.

2. Describe how you will modify your website to achieve your objectives.

3. Create a list of primary and secondary keywords.

4. Begin testing an Ad Words campaign.


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4. Explain what you will do to start collecting email addresses from your clients.

5. Explain what you will do to start your online newsletter.

Up Sell & Back-end Marketing Plan

1. List all your primary services and products – then link them to other

complimentary offerings that you can cross sell to your clients (once they

purchase your primar y item.)

Primary Offerings


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Other Types Marketing Plan

1. List other types of tactical marketing plans may you need to be successful.

Public Speaking?

Article Writing?

Private / Public Seminars?

Charity / Cause Related?

Telemarketing?

Voice Broadcast?

Contests?

Newsletter?

Fitness Marketing Workbook

Documents

Transcript of Fitness Marketing Workbook