Click here to close now.




















Welcome!

API Journal Authors: Elizabeth White, Carmen Gonzalez, Liz McMillan, AppDynamics Blog, Vormetric Blog

Blog Feed Post

Marketing Success - Innovations, Trends And Tips For Your Fitness Business To Succeed In 2013 And Beyond

Are you preparing for the future of connecting with customers ? Follow some of these 8 ideas to take advantage of important marketing trends and strategies for 2013 and beyond. Please tell me what you think.


1. Integrate Your Message And The News

Figuring out ways to inject your brand into breaking news that generates media coverage, builds more awareness and creates credibility is a great strategy. Acting fast to develop a connection between a hot story and your brand is key. Using Google alerts or other monitoring tools to stay on top of the latest trending information is a good idea.

Some smart health clubs are hoping on stories about fitness trends, community news and reaching out to media, incorporating the stories into their blog content and social media feeds and this helps greatly in raising their profiles and credibility.

2. Use “Old School” Approaches Appropriately

Social media is a dominant area of marketing and many brands undervalue old tactics like direct mail . Some companies, however, are using more traditional forms of marketing to further reach prospects that have engaged with a brand online in a very focused manner. The key isn’t to limit the amount of online marketing. Consider enhancing the frequency and impact of your message with traditional methods for targeted prospects.

3. Work With Suppliers, Customers And Strategic Partners

Doing more with less is a big opportunity so working with your customers, suppliers and other strategic relationships to generate content is a good way of taking marketing to another level. Producing video interviews of clients talking about their specific challenges and opportunities is great content. For clubs, generating a video of a member who achieved great fitness results and how they did it is great content. In the realm of programming, partnering with group fitness program offerings like Les Mills enables a treasure trove of content for club marketing. There are many examples and we’ll see this trend continue to grow.

4. Mobile Mobile Mobile

The era of innovations integrating social media, local targeting and mobile devices is upon us. Do you recall this scene from Minority Report ? Look for more innovations around the “SoLoMo” trend, and watch more B2C companies try to capitalize on it. Mobile is moving really really fast and the opportunities are huge.

Foursquare, a SoLoMo application, is a great example of what is to come. Foursquare tells mobile users of nearby companies and available deals. When users input personal preferences or an app recognizes patterns when they are near a business that fits their profile, it will push out a notification for a coupon, discount code, special of the day or sale. This is the fourth of five eras of the social web that I wrote about in 2011 . More than Foursquare, things like making sure your web site is mobile friendly, are really important. There is going to be a constant evolution of what mobile really is including mobile commerce. What is mobile is the consumer. Learn more here .

5. Video Video Video

There will be a steady increase in the number of people viewing video content on computers, tablets and mobile devices in 2013 as compared to TV sets . More and more brands are planning to use the medium to communicate complex ideas and solutions in a visually appealing manner. Expect more video content from brands to communicate information. This is a big part of the “inbound marketing” trend that you can learn more about here .

6. Create A Content Lexicon

A lexicon is a vocabulary specific to an area of knowledge or activity. Content has been increasingly important for awhile. How that content is positioned in light of a specific area or market is going to be more important than ever . It will be the context in which content is delivered that will make it more or less relevant. In an environment that requires more targeted messaging the requirements of a Content Lexicon is obvious.

Developing content tailored for a targeted audience is fundamental. For example, if you sell fitness equipment, don’t talk about your equipment features, address issues in various vertical markets like YMCA’s, Parks and Recreation Centers, Micro Gyms, and others, that have unique demands and needs. Address their problems, their industry, their company and how you will benefit their business. Keep this in mind when creating all of your content including articles, videos, presentations and webinars.

7. Offer Calls To Action

Even when content is created with context in mind, it needs this important part of the equation to convert prospective buyers into leads: a call to action. Businesses are increasingly grasping the benefits of adding calls to action in their materials and all of their content. This important piece connects content to action, and gets information from prospects enabling them to be targeted more effectively in the future.


8. Don’t Plan To Be Right; Plan To Learn

What is irrefutable is how fast things are changing. Building out marketing programs from start to finish without any flexibility to make changes in the middle is something that isn’t wise to do.

When developing and managing marketing programs, organizations need to try different approaches, measure results, and make adjustments. Agility in marketing provides greater control and insight if executed in this manner. An important underlying principal is to keep cost low as new endeavors are being undertaken. Check out this recent post on new smarter ways to plan
for more examples.

Conclusion

Did you find these 8 marketing strategies helpful ? How is your business planning to market in 2013 and beyond ? If you like this content please subscribe to my web site or connect with me via social media. If you’d like help with marketing your brand feel free to contact me here today.

About the author:

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He works for Fitmarc, which delivers Les Mills programs to over 700 facilities in the US. He advises successful global brands, serves as a member of the GGFA Think Tank and serves as CEO of the Fitness Industry Technology Council. To learn more contact Bryan here today .

Read the original blog entry...

More Stories By Bryan O'Rourke

Bryan O’Rourke is a health club industry expert, technologist, financier, shareholder and executive in several fitness companies. He consults with global brands, serves as a member of the GGFA Think Tank, is President of the Fitness Industry Technology Council and a partner in FitmarcIntegerusFitsomo and the Flywheel Group. To learn more contact Bryan here today .

@ThingsExpo Stories
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
MuleSoft has announced the findings of its 2015 Connectivity Benchmark Report on the adoption and business impact of APIs. The findings suggest traditional businesses are quickly evolving into "composable enterprises" built out of hundreds of connected software services, applications and devices. Most are embracing the Internet of Things (IoT) and microservices technologies like Docker. A majority are integrating wearables, like smart watches, and more than half plan to generate revenue with APIs within the next year.
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect their organization.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Akana has released Envision, an enhanced API analytics platform that helps enterprises mine critical insights across their digital eco-systems, understand their customers and partners and offer value-added personalized services. “In today’s digital economy, data-driven insights are proving to be a key differentiator for businesses. Understanding the data that is being tunneled through their APIs and how it can be used to optimize their business and operations is of paramount importance,” said Alistair Farquharson, CTO of Akana.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
The enterprise market will drive IoT device adoption over the next five years. In his session at @ThingsExpo, John Greenough, an analyst at BI Intelligence, division of Business Insider, analyzed how companies will adopt IoT products and the associated cost of adopting those products. John Greenough is the lead analyst covering the Internet of Things for BI Intelligence- Business Insider’s paid research service. Numerous IoT companies have cited his analysis of the IoT. Prior to joining BI Intelligence, he worked analyzing bank technology for Corporate Insight and The Clearing House Payment...
"Optimal Design is a technology integration and product development firm that specializes in connecting devices to the cloud," stated Joe Wascow, Co-Founder & CMO of Optimal Design, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and simplified management of data on complex storage networks. CommVault's exclusive single-platform architecture gives companies unp...
Electric Cloud and Arynga have announced a product integration partnership that will bring Continuous Delivery solutions to the automotive Internet-of-Things (IoT) market. The joint solution will help automotive manufacturers, OEMs and system integrators adopt DevOps automation and Continuous Delivery practices that reduce software build and release cycle times within the complex and specific parameters of embedded and IoT software systems.
"ciqada is a combined platform of hardware modules and server products that lets people take their existing devices or new devices and lets them be accessible over the Internet for their users," noted Geoff Engelstein of ciqada, a division of Mars International, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.