» IHRSA 2016 Jay
Baer
cont.
A wealth of misinformation exists regarding fitness. How could health clubs effectively utilize Youtility to educate consumers? Put a human spin on the story. For
example: conduct man-on-the-street interviews with real people, asking them about common exercise mis- conceptions. Then you can say, “Well, actually, that’s not true, and here’s why.” This gives you a way to talk about these themes, coming at them sideways in a friendly, nonconfronta- tioanal way. The results—“the myths and facts about fitness and wellness”— could also be utilized in an email or a YouTube video. The best Youtility transcends the transaction.
Historically, the image of the industry has been slightly tarnished by the actions of some operators. What can clubs do to foster the all-im- portant trust that you spoke about earlier? First, run a good company, and cor-
rect any problems it might have. Also, actively manage your reputation on- line. If someone is complaining about a club on Yelp, a lot of owners and managers might just ignore it. That’s the worst possible thing they could do. It makes the disgruntled client feel ignored, totally unloved, and every- one else who reads the review thinks,
“Well, it must be true, because the club didn’t address the complaint.” Finally, get other people—like members—to tell your story, because they have more le- gitimacy, are believed at a deeper level, than a business ever is.
If Youtility marketing eventu- ally, ultimately, helps clubs sell memberships, what role does it play in terms of retention? Basically, what you’re asking is what
utility can a club provide you—one of its members— after the sale. Just think about the manifold ways, small and large, that it could add to, enhance, or otherwise improve the value of their membership. Could it, for instance, give members weekly recipes? Or rec- ommend TV programs dealing with such subjects as exercise, nutrition, and healthy lifestyle in a “Set your DVR” list? These sorts of things don’t take a lot of time, but they give a club a little extra bump, so that when re- newal time comes around, people say, “You know, I like these guys!”
Are you recommending that Youtility marketing replace traditional methods, such as advertising and direct mail? Or should clubs use both? I’m not suggesting that companies
can, or should, only do Youtility-based marketing. It’s not possible, because, by definition, Youtility seeks to win hearts and minds one at a time, over time. You can’t reach enough people at once with Youtility—the process doesn’t unfold fast enough. So what I advise is that companies balance traditional marketing that reaches
For a detailed guide to a rewarding new way to think about Marketing—Jay Baer will discuss “Youtility: Why Smart Marketing is About Help, Not Hype,” at IHRSA’s 35th Annual International Convention and Trade Show, March 21-24, in Orlando, Florida. His keynote address, sponsored by SPRI, will take place on Monday, March 21, from 10:45 a.m. to 12:15 p.m. For more information or to register, log on to
ihrsa.org/convention. Fitness Business Canada readers: Save US$100 off a full convention registration when you use promo code FBC16.
Live! In Person! Jay Baer 36 Fitness Business Canada November/December 2015
more people all at once, with Youtility, which strengthens and deepens those relationships a few at a time. You can use the two in a number
of synergistic ways. For instance, you can utilize Youtility to produce a more effective direct mail piece by offering a free copy of your restaurant review guide to individuals who visit the club. You’re providing them with some- thing that has value, at no cost, which will bring some people through your door who, otherwise, wouldn’t have come in. This provides an opportunity for you to initiate a relationship with them, and, hopefully, interest them in a member. One of the key underlying philoso-
phies of Youtility is that you have to think like a farmer—not like a hunter. You need to get new members eventu- ally—but not necessarily tomorrow. Youtility transforms the way you think about customer acquisition.
What about staff? Who can take this on among leanly staffed club personnel? Staff is a challenge. This isn’t re-
source-expensive, but it’s time-inten- sive. The idea is to do less of what you were doing in traditional marketing, and turn that financial savings into time for Youtility. What works best is to use the people who actually know the club. Find two or three members who will work on this, and give them a free membership. People who are loyal to a club want other people to be part of the club, so they should be telling the story. FBC
Jay Baer, 46, earned a bachelors degree in po- litical science from the University of Arizona. He’s a serial entrepreneur, venture capitalist, technology advisor, prolific author, and fre- quent speaker. He’s the president of Convince & Convert, a strategy consulting firm that fo- cuses on the intersection of technology, social media, and customer services—the fiſth multi- million company he’s founded. Baer has advised more than 700 companies, including NIKE, Inc., Caterpillar, Inc., and 31 of the Fortune 500; speaks worldwide on marketing issues; and is the author of four books. His second book, Youtility: Why Smart Marketing is About Help not Hype, rode to the No. 3 spot on The New York Times bestseller list, and was a runaway, No. 1 bestseller on Amazon.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48