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Marketing
Consultants for Small Business Web Site Design Email Newsletters Print and Brochure Design Trade Show Exhibit Design Newspaper & Magazine Advertising Direct Mail Projects |
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Action Plan |
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Advertising
1. Shift Advertising dollars from print into Cable TV - Maximize Reach and Frequency for Best Return on Buy - Using a similar annual budget (as spent on print), applied to the top 4 cable networks viewed by women 18-34, will deliver 62.4% of the cable market at a frequency of 9.2 times a week if spots are run for 41 weeks of the year, Monday through Saturday, airing from 8:00 A.M. to 10:00 P.M. If, for the same money - buying the same number of spots, the buy is scheduled for 52 weeks of the year, Monday through Sunday, airing from 8:00 A.M. to 11 :00 P.M.; our reach increases to 77.4% at a frequency of 10.5. (For purposes of evaluation, a reach of 7 should be considered ideal) If the flighting is weighted, to air more spots in the first quarter (51 spots/wk) and less during the summer (15 spots/wk), our reach remains the same, but frequency jumps to 13.1 in the first quarter and drops to a maintenance level in the summer of 4.4. 2. Include the Web Site Address on all printed material including ads, brochures, business cards and stationary, service trucks and TV spots. Appointments and sales generated from Web Site log-ones are more successful than normal lead box entries, because the Web Site does what is called "Pre-Framing" or in other words, pre-selling the customer. The Gross Per Appointment average for 8 weeks Lead Box - $28.99 Web Site - $158.24 During this same period, 41% of all Lead Box leads were developed into appointments. In comparison, 76% of the Web Site leads became appointments. 3. Establish an Aggressive PR Program - Begin by making contact with all major media news sources in the Metro Area, beginning with newspaper. Offer them information as they require it for feature articles on fitness and related issues. Set up a team of key spokes people within the company that could respond in minutes to any request from these reporters. We want to be quoted frequently to establish ourselves in the eyes of the community as the local authority on Fitness and Health Information. Forward news worthy items in the health and fitness industry to the media with explanations of how ABC Fitness's program incorporates and covers these issues. Include updates on special holidays like National Fitness Month and what we're doing to observe the event. Don't miss any opportunity to announce the addition of new equipment purchased for the centers that has some news worthy technology. We would also continue to announce the obvious new location opening, etc. as they come up. Avoid the "Bad Press" blindside by showing the media that we're raising the bar for the industry and establishing a higher standard. List our "Advisory Board" on PR releases: Pick responsible executive directors from the staff to be official representatives. Establish A Separate Budget for Sponsorships and Charities - Higher visibility with fitness related events will also enhance our brand identity with the general public. Seeing our name associated with the local marathon each year sends a message to the community that we are interested in bringing the people fitness. Visibility at other smaller shows and events puts a human face on the company. Proposed Budget - $1,000 per center/yr ($500 per division) To be used in High School yearbooks / football programs, charity walkathons, etc. Designated by the individual managers, administered by the Advertising Department. Improve the Product 4. Open at 6:00 A.M. - Many working people would find our facilities more convenient, if our hours of operation began earlier. 5. Add Pro Shop to Facilities - (Also expand into on-line sales through Web Site). Our 300,000 members buy fitness and health related supplies of all kinds. From sportswear to supplements and sports drinks, our members are consumers and we could be providing them with a convenient outlet for purchase. If selling at gym locations is out of the question, on-line purchases could be made through our web site. Fulfillment could be handled through our warehouse or third party vendors behind the scenes. Possible Line for After Market Sales: Sportswear Vitamins Supplements Sporting goods involved with lifting, braces and supports Diet Books Diet Drinks Sports Drinks 6. Expand the Web Site - Our web page can be expanded in many areas starting with a secure area, accessed by password only, for our members as an enhancement to our product. On Line Newsletter - (eventually we could reduce our printing costs as more members choose to receiving it on line, rather than mailed), Gift Catalog, Self-Help brochures Contact with their trainer bye-mail Personal log-on page for their daily workout stats Sportswear and Supplements purchased on-line, as previously mentioned Renewals transacted on-line Identity Issues -
We don't know what the public perception, or
Identity of ABC Fitness 8. Advertising Images
- Stress the
use of "Real People" in our spots and ads, including Boomers and Seniors
will attract more of the 35 plus market. These people are motivated to
join for health reasons not looks. Showing people in our ads that they
can relate to is important. "Before and After" photos and stories can't
be used enough to illustrate our success. Images of our service can best
be illustrated with photos of instructors helping members on the
exercise floor. These images should be used in all print and TV where
possible to reinforce the "FREE Trainer" subject and better exploit our
competitive advantage. Target Audience
For more information return to GregSchaale.com Home Page
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