2011 Pulse Tasmania: Marketing that produces profit

@JTActiveMgmt #JTBizTip

To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt

Tutorial & Consultation: Marketing Initiatives &

Campaigns that Produce Profit



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@JTActiveMgmt

#JTBizTip

But no calls or texting – unlessyou are a woman!







Marketing 101Your marketing plan and individual marketing pieces must take into account:• The market you are aiming to attract• What makes people join your club• The fears of joining a club



Fears of joining a club



Marketing 101

Your Marketing Equation(regardless of the

medium)

Market + Needs – Fears =

New Members/Clients



Marketing 101



Marketing 101



Marketing 101



Your marketing must have:•A strong emotional headline: WIIFM•Simple copy•An urgency to act•A call to action•Consistency

Marketing 101



ZHeadline

Logo Call to action:Phone or email or website

PictureCopy:Bullet points?



Marketing 101

A newspaper ad

A direct mail piece

Lead box



Your marketing must say• Who you want – be specific!• Why you are different OR what is unique about you• Reinforce your brand• Call to action



Your marketing can be great but still fail




858.397.1400 or [email protected]






Fixed Successful Marketing Campaigns• Referral program

– Incentive for member’s introducing new members• All year around – some spikes with extra incentives!

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Fixed Successful Marketing Campaigns• Re-activation promotions

– Focus is on cancelled and expired members, aimed at building your dues.• 2 or 3 times per year

• Unsold prospects– One day specials to help cash flow & get

these people who buy on price alone into the club• 2 or 3 times per year

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Fixed Successful Marketing Campaigns

• Special Days– Valentine’s Day– Mother’s Day– Father’s Day– Secretary's Day– St Patrick's Day– Australia Day

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OCA Marketing• Ongoing Community Awareness

Marketing – don’t rely on it!– Newspaper advertising– Letter box drops:

• Debatable theory says:– Drop the same piece 3 times and the third time will have

a greater pull.– Need an offer on every piece

• Expiry date• Ensure all your club details are on the marketing piece• Ensure a 10 year old understands

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Marketing to Specific Demographics• Corporate

– Use your members to get you in the Front Door

– Speak with the decision makers– FREE time or services at the Club– Offer more than gym memberships

• Wellness Plan: educational, social, fun– Health Fairs are an excellent marketing tool– Email me and I will send our package

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• Medical:– Doctor, Physio, Chiro, Dietitian Referral program

• Kids:– Schools, play groups, sporting sides

• Seniors:– Bowling clubs, nurseries

• Mothers:–Mother’s groups

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Marketing to Specific Demographics



• Lead boxes:– Video stores, sports stores, McDonalds

• Sponsorship:– Sporting sides – share databases

• Prizes:– Schools

• Joint marketing:– Share databases

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Guerrilla Marketing



8 Secrets to Increase Responses to Ads and

Direct Mail1. Celebrities boost recall by 22%2. Quotations/testimonials boost recall by 28%3. Larger initial letter increases readership by 13%4. Length of sentences changes readership5. ‘Half Off’ is more successful than ‘50% Off’6. Pictures DO equal 1000 words7. Photographs increase recall 26% over drawings8. Reverse copy decreases readership by 12%

Courtesy of Jim Smith

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Name: _____________________________________________

Business: _____________________________________________

Phone: _____________________________________________

Email: _____________________________________________

Preferred Day for Contact: Tuesday Thursday Friday Any

Preferred Time for Contact 10 -12 2-4 6-8 Any

I would like more information on: Mystery Shopper Program Staff training 2011

Webinars

My PT Biz Coach Social media training & strategy 2012 Webinars

REX Round Table for Club Owners Business mentoring with JT Lead boxes

REX Round Table for Personal Trainers

YES, I want more information



Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact JT: [email protected] or +61438 015 677Follow JT on Twitter: @JTActiveMgmt

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