Driving Sales & Service Using Mobile Technologies

Driving Membership Sales & Retention By Embracing Mobile

Technologies & Trends

Bryan K. O’RourkeCEO Integerus | CEO FIT-C | CSO Fitmarc

www.bryankorourke.com @bryankorourke

www.bryankorourke.com | @bryankorourkeFriday March 14, 2014 1:30 PM

Driving Membership Sales & Retention By Embracing Mobile Technologies & Trends

All Content Including Videos Can Be Found Here:

www.bryankorourke.com

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@bryankorourke

7,000,000,000Mobile Devices Connected To The Internet In 2013 #NEWERA

ABI Research 2013

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@bryankorourke

50,000,000,000Mobile Devices Connected To The Internet In 2020 #NEWERA

ABI Research 2013

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@bryankorourke

100,000,000,000Number Of Mobile Apps Downloaded Sometime In 2013 #NewEra

Many facilities still don’t have effective apps

ABI Research 2013

PAYMENT, CHECK-IN, ENGAGEMENT6

@bryankorourke

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“It’s about merging digital with the brick and mortar store.”

@chuckrunyon

COMPETING IN THE FUTURE

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WARNINGMOBILE STRATEGIES WILL NOT

CORRECT POOR CUSTOMER EXPERIENCES

Presentation Take Aways

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com

Rethinking Selling, Retaining & ModelsMobile Marketing TrendsSocial Commerce TrendsMobile Payment TrendsEngagement and Service via MobileThe Near Term and Long Term ImpactWhat Should Club Owners & Operators Do

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10Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com

Its About The Customer


SalesIts Not What YOU Are SellingIts What People Are Buying


RetentionIs Customer Experience


“If you do not care about your end user immensely, especially in the next few years, your brand will die.”

14See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8bryankorourke.com

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 15

Interconnected Themes From The Future Of

Health Clubs

Rethinking Health Club Business ModelsOmni Channel Technology Platforms

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Mobile Engagement & Service


A New EcoSystem

Are Clubs Adopting New Technologies ?

2014 US Health Club Technology Survey Report14 Questions On Key Trends

Fitness Industry Technology Council 2014 | www.fittechcouncil.org

746 U.S. Clubs SurveyedMobility & Other Trends Addressed

FREE via [email protected]

Mobile Device Trends


60Percentage Of Clubs With Mobile Configured Web

Sites

According to comScore, in 2014 there will be more mobile Internet users than desktop users globally.

65% of US Adults now have a Smartphones and that number is growing fast.

A recent FIT-C survey report showed U.S. health clubs are starting to react to

mobile trends. 60 percentage of clubs now say their web sites are mobile

compliant.


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67Percentage Of Members

Taking Devices With ThemTo Workout

35% of U.S. adults now own a tablet device and 75% of smartphone users take their devices with them into the bathroom.

More than 60% of health club members now take devices with them to workout.

Mobile SearchWhat this means is that your prospects and members are interacting on the Internet by searching when they are out and about. They are also commenting about services and their experiences in your club.



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31Percentage Of All ClubsWith Some Mobile App

The increasing number of smartphones with GPS capability will spur the growth of apps that make use of the technology, according to Frost & Sullivan.

The market for location-based apps will also be fuelled by key technology trends of indoor connectivity, augmented reality, big data and wearable devices.

Location Based Functionality:Built in GPS enables applications know

where you are. This creates a long list of possibilities and the SOLOMO (social,

local, mobile) trend which is recreating how businesses can identify and engage

existing and new customers.


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20Percentage Of Clubs That

Spend Money OnMobile Ads

Mobile Search Trends

U.S. adults spend more time on mobile searching today than they do on desktop browsing, according to eMarketer. The need to be available when that search occurs has a direct bearing on action and business. Its about convenience.

73% of mobile searches trigger additional action and conversation. Being mobile friendly increases the chance you can

impact a decision to purchase a membership.


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97Percentage Of All Club

Facilities Have AFacebook Page

Social Commerce Trends

Mobile commerce will reach $87 Billion in the U.S. by 2016 according to eMarketer. Social commerce will reach $30 Billion by 2015. Social media is a big driver of social commerce and is now the second most popular form of marketing for U.S. clubs.

Social Commerce Defined:Social Commerce is the combination of social media and buying. It combines friends, groups, voting, comments, and discussions around consumer purchases both online and offline.


Social Commerce Trends

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30Percentage Of All Clubs

Allow Online Memberships

A huge opportunity exists between what most clubs are offering in the way of high quality self service commerce and what

consumers are expecting. A recent survey found that only 30% of U.S. clubs allowed

prospects to join online.


78% of consumers say posts made by brands they follow on platforms like Twitter and Facebook influence their purchases. 66% of those who shop online more than twice per week say that they would be more inclined to shop at a brick and mortar store if they offered mobile checkout ability.

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10The Percentage of

Starbucks TransactionsWith Mobile Devices

Mobile Payment Trends

Mobile commerce will reach $87 Billion in the U.S. by 2016 according to eMarketer. Social commerce will reach $30 Billion by 2015. Starbucks continues to lead merchants in mobile commerce, raking in $1.3 billion in pre-paid cards during the fourth quarter

While in the early stages, mobile payment solutions will enable more customized

promotion, the ability to more easily transact business and consumer

convenience.


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39Percentage Of All Clubs

Providing Online AccountAccess Today


61% of global consumers prefer to shop in an omni-channel, self-service and automated way according to Cisco’s Customer Experience Report. Clubs can differentiate themselves by delivering consistent and customizable customer experiences digitally.


Cisco’s IBSG study found that a majority of consumers have advanced beyond the capabilities of most retailers. Cisco’s Customer Experience Report found that consumers prefer more automated and personalized digital buying experiences.

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Mobile’s Long-Term Impact To The Health Club Industry


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QR Codes


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MOBILE APPSWEB SITE TRULY MOBILE ENABLED


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BE VERY CAREFUL WITH SMS


30Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.comMOBILE CONTENT

31Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.comMOBILE SEARCH OPTIMIZATION

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Mobile’s Near Term Impact To The Health Club Industry


Health Club & Fitness IndustryShould Start Looking At Opportunities Differently

Tech Trends 2014


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A New EcoSystem

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Digital EngagementAugmented Reality


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Wearables


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In Club Experiences


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What Should Club Operators Do ?


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In The Near TermClub Owners Should at a Minimum


Mobilize Web SiteIdentify Mobile App PlatformSecure Mobile Online PresenceContent Is Mobile Friendly

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 41

Interconnected Themes From The Future Of

Health Clubs

Rethinking Health Club Business ModelsOmni Channel Platforms

Global Federation Meeting #IHRSA2014 | Bryankorourke.com 42

BRIDGE THE GAPHELPING YOU ACHIEVE YOUR OBJECTIVES WITH SPECIFIC TOOLS

mobile technology plan



What To DoCulture And Technology

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A New EcoSystem

bryankorourke.com | @bryankorourke | [email protected]

THANK YOU FOR ATTENDING#IHRSA2014

Friday March 14, 2014 1:30 PM

Driving Membership Sales & Retention By Embracing Mobile Technologies & Trends

45Feel Free To Contact Me With Questions

Driving Sales & Service Using Mobile Technologies

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