2011 pulse tasmania: marketing that produces profit
TRANSCRIPT
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Tutorial & Consultation: Marketing Initiatives &
Campaigns that Produce Profit
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Lets get something straight . . .
Please feel free to Tweet . . .
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But no calls or texting – unlessyou are a woman!
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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
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Fears of joining a club
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Marketing 101
Your Marketing Equation(regardless of the
medium)
Market + Needs – Fears =
New Members/Clients
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Marketing 101
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Marketing 101
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Marketing 101
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Your marketing must have:•A strong emotional headline: WIIFM•Simple copy•An urgency to act•A call to action•Consistency
Marketing 101
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ZHeadline
Logo Call to action:Phone or email or website
PictureCopy:Bullet points?
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Marketing 101
A newspaper ad
A direct mail piece
Lead box
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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
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Your marketing can be great but still fail
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Your marketing can be great but still fail
858.397.1400 or [email protected]
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Your marketing can be great but still fail
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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
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• Lead boxes:– Video stores, sports stores, McDonalds
• Sponsorship:– Sporting sides – share databases
• Prizes:– Schools
• Joint marketing:– Share databases
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Guerrilla Marketing
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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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Justin TamsettB.Ed (Phys & Health Education)
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