the secret sauce for a successful health club marketing strategy in 2014
TRANSCRIPT
The Secret Sauce For A Successful 2014 Marketing Strategy
GGFA Webinar February 2014
The Secret Sauce For A Successful 2014 Marketing Strategy
Bryan K. O’RourkeCEO & ShareholderIntegerus, Fitmarc, Fitness Industry Technology Councilbryankorourke.com
Kim KenyonManaging PartnerGold’s Gym Dutchess County
Special Thanks To Deborah Collins, Bill Austin, Dave Kenyon & Kelli Hatton
Evolve Your Marketing Strategy To Increase Sales
What can we expect for marketing in the year 2014 ?
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National Calendar
Example Of External Marketing For New Customers
Example Of External Marketing For New Customers
Example Of Internal Marketing For Current Members
Example Of Internal Marketing For Current Members
Example Of Internal Marketing For Current Members
Think: what do you want to accomplish?
How can you reach your targets?
Determine your Budget
Plan Your Tactics
YelpVerizon Yellow PageSuper PagesGoogle AdsCorp Emails To New MembersCommunity PartnershipsHealth Club Network - Scrolling ScreensPoughkeepsie Journal Online (events)Poughkeepsie Jounral WebsitePoukeepsie Journal AppKey Ring AppTwittermyreadylink.com Poughkeepsie AreaGG Spotter App
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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 http://www.slideshare.net/Bryankorourke/2014-us-health-club-
technology-survey-report
Mobile Device Trends
27Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
60Percentage Of Clubs With Mobile Configured Web
Sites
Interesting Facts:
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.
Mobile Device Trends
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60Percentage Of Members
Taking Devices With ThemTo Workout
Interesting Facts:
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.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
Mobile Device Trends
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31Percentage Of All ClubsWith Some Mobile App
Interesting Facts:
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.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
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20Percentage Of Clubs That
Spend Money OnMobile Ads
Mobile Search Trends
Interesting Fact:
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.
Fitness Industry Technology Council Report 2014 | www.bryankorourke.com www.fittechcouncil.org
Gold’s Gym Hudson Valley - Mobile App
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Suceess
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Suceess
It’s NativeDoesn’t InterruptDoesn’t Demand (Often)Leverages Pop CultureIt’s MicroConsistent & Self Aware
Jab Jab JabRight Hook
ContentStorytelling
The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8
First 5 who tweet @bryankorourke about this webinar get the book FREE
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“If you do not care about your end user immensely, especially in the next few years, your brand will die.”
@GaryVee#IHRSA2014 Keynote
Using Social Media More Effectively http://youtu.be/
V2OiSUFPPN8
The Secret Sauce For A Successful 2014 Marketing Strategy
GGFA Webinar February 2014
Thank You Questions ?