The basics of marketing•Performing activities resulting in the flow of goods from producer to consumer……in essence marketing is about creating a need or convincing people they have a need for a product or service you offer•Understand there is more to creating revenue than simply putting up an ad or opening the doors.•In health and fitness aspects of marketing you might be involved:•Branding•Packaging•Advertising•Selling
The largest marketing campaign of your lives?•YOU!
What is your Brand?•Leadership•Taking initiative•Opportunities, groups, personal development•Participating– putting yourself out there, answering questions, being involved in discussion•Accepting responsibility•Professionalism•Attendance•Attention•Showing care or concern – reviewing work•Effort•Punctuality
Packaging•Offering the correct programs in a way appreciated by clients•Understand Trends and react appropriately..what “Packages “have recently changed?•Silver Sneakers – programs for baby boomers•Youth memberships in commercial fitness – family plans•Crossfit – socializing and competing•Small Group personal training•Beachbody App – every group fitness class on your tablet•Out of pocket post-rehab fitness or sports training
Pricing•Establish a price for services that allows you to meet expenses and stay within the expectations of the consumer.•In the medical industry – price is essentially set by insurance, you can ask for out-of-pocket expense, but generally most people unwilling – packaging/volume/service critical•In the corporate world – price is set by reasonable expectation for maximum participation – generally much less than in free market – really examine how much support from corporation you will need•Free market – gauge expenses; calculate cost of operations per hour; calculate price per session based on expenses