This page contains a Flash digital edition of a book.
The Change4Life TV ads might be ending, but the campaign still holds potential, says Wright – see also Talkback, p22


DAVE WRIGHT, CEO, CREATIVE FITNESS MARKETING The continuing value of Change4Life


from national press coverage and government marketing spend as we have through the Change4Life initiative. This campaign – designed to encourage the nation to “eat well, move more and live longer” – is exactly what we embody with our health clubs. Clubs should capitalise on that free


N


marketing like a surfer capitalises on a big swell in the sea. Firstly, join Change4Life as a partner, then work with other partners – such as shopping centres and food retailers – to get your club into the eyes, ears and hearts of your potential market. There should be a reason why


someone must respond to your marketing, so include a call to action prompting them to visit or join your


ever before have we, as an industry, had such an ideal opportunity to benefi t


club. Combine multiple- exposure marketing through newspaper ads, direct mail pieces, corporate letters, shopping stalls, hand-outs at local schools and presentations at weight loss groups. All of this should be linked in to Change4Life; if your marketing ties in with the government’s initiative, then when a person sees Change4Life in your town, they should think of your club as the delivery solution. The Change4Life TV ads might be


stopping, but the rest of the campaign is continuing – on food packaging, through commercial partners and so on. Given its incredible brand awareness, which is up near 90 per cent, from a marketing perspective we’d be mad not to get involved.


ADRIAN MARKS, MD, ENJOY MARKETING


The internet as the central focus of a marketing strategy


F


or the last two decades, fi tness clubs have led the way in local marketing with sales-led,


proactive marketing campaigns. Now most clubs are fi nding themselves having to play catch-up to survive as sales are becoming harder and harder to generate. Clubs will have to adopt a web-centric approach to their marketing, and their business in general, if they’re to continue to prosper over the coming years. With all the affordable


improvements in broadband speeds and technology, the internet’s ability to help generate and retain business has grown exponentially. Just having a website is no longer an option – it must be the central focus of a club’s marketing strategy, as the majority of


new membership enquiries start with a visit to a website or via a search engine such as Google. The budget concept is leading the


way through necessity, but every club must embrace this new technology as the internet, if used effectively, becomes a 24/7 sales person. Clubs that thrive over the coming


years will wholeheartedly embrace some, if not all, of the following: ‘pay per click’ advertising, Google Local Business, ‘join online’ facilities, online self-administered memberships, data capture, email auto-responder tools for retention, regular and constant email marketing, online video tours, online member-get-member referral generation and the subsequent ‘thank you gift’ administration.


october 2010 © cybertrek 2010


53


Club Name: Club Name :


Date: Email:


Submit


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  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76
Produced with Yudu - www.yudu.com