Filex 2011 Marketing 1-2-3

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

@JTActiveMgmt #Filex

Marketing As Easy As 1 – 2 -3






@JTActiveMgmt #Filex Marketing 101

Your 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


@JTActiveMgmt #Filex Fears of joining a club



Your Marketing Equation(regardless of the

medium)

Market + Needs – Fears =

New Members/Clients









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?



A newspaper ad

A direct mail piece

Lead box


@JTActiveMgmt #Filex 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




@JTActiveMgmt #Filex Your marketing can be great

but still fail



but still fail

858.397.1400 or [email protected]



but still fail



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• Referral program– Incentive for member’s introducing new

members• All year around – some spikes with extra incentives!

Fixed Successful Marketing Campaigns







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








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• 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

OCA Marketing





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• 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

Marketing to Specific Demographics





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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

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

Guerrilla Marketing



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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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1. 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

8 Secrets to Increase Responses to Ads and

Direct Mail



Justin TamsettB.Ed (Phys & Health Education)

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

To read JT’s blog: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement

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."

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Filex 2011 Marketing 1-2-3

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