Click here to close now.

Welcome!

Search Authors: Roger Strukhoff, AppDynamics Blog, Vormetric Blog, Elizabeth White, Trevor Parsons

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
In 2015, 4.9 billion connected "things" will be in use. By 2020, Gartner forecasts this amount to be 25 billion, a 410 percent increase in just five years. How will businesses handle this rapid growth of data? Hadoop will continue to improve its technology to meet business demands, by enabling businesses to access/analyze data in real time, when and where they need it. Cloudera's Chief Technologist, Eli Collins, will discuss how Big Data is keeping up with today's data demands and how in the future, data and analytics will be pervasive, embedded into every workflow, application and infra...
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, will provide some practical insights on what, how and why when implementing "software-defined" in the datacenter.
Chuck Piluso will present a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. Speaker Bio: Prior to Data Storage Corporation (DSC), Mr. Piluso founded North American Telecommunication Corporation, a facilities-based Competitive Local Exchange Carrier licensed by the Public Service Commission in 10 states, serving as the company's chairman and president from 1997 to 2000. Between 1990 and 1997, Mr. Piluso served as chairman & founder of International Telecommunications Corporation, a facilities-based international carrier licensed by t...
How is unified communications transforming the way businesses operate? In his session at WebRTC Summit, Arvind Rangarajan, Director of Product Marketing at BroadSoft, will discuss how to extend unified communications experience outside the enterprise through WebRTC. He will also review use cases across different industry verticals. Arvind Rangarajan is Director, Product Marketing at BroadSoft. He has over 19 years of experience in the telecommunications industry in various roles such as Software Development, Product Management and Product Marketing, applied across Wireless, Unified Communic...
There are lots of challenges in IoT around secure, scalable and business friendly infrastructure for enterprises. For large corporations, IoT implementations are one of the top priorities of the decade. All industries are seeing a competitive need to sustain by investing in IoT initiatives. The value addition comes from improved customer service, innovative product and additional revenue streams. The data from these IP-connected devices can be leveraged for a variety of business applications as well as responsive action controls. The various architectural building blocks of an IoT ...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY., and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides private all-in-one social intranets allowing workers to securely collaborate from anywhere in the world and from any device. Social, mobile, and easy to use. MangoApps has been named a "Market Leader" by Ovum Research and a "Cool Vendor" by Gartner...
SYS-CON Media announced today that @ThingsExpo Blog launched with 7,788 original stories. @ThingsExpo Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @ThingsExpo Blog can be bookmarked. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago.
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on Twitter at @MicroservicesE
SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
SYS-CON Events announced today that Litmus Automation will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Litmus Automation’s vision is to provide a solution for companies that are in a rush to embrace the disruptive Internet of Things technology and leverage it for real business challenges. Litmus Automation simplifies the complexity of connected devices applications with Loop, a secure and scalable cloud platform.
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, and for ARM and x86 devices on several IoT boards. It’s a Trend! This announcement comes just as...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this case) takes into account the number and quality of contextual references that a user receives.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? Join this panel of experts as they peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you’ll have no problem filling in your buzzword bingo cards.
SYS-CON Events announced today that AIC, a leading provider of OEM/ODM server and storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. AIC is a leading provider of both standard OTS, off-the-shelf, and OEM/ODM server and storage solutions. With expert in-house design capabilities, validation, manufacturing and production, AIC's broad selection of products are highly flexible and are configurable to any form factor or custom configuration. AIC leads the industry with nearly 20 years of ...
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
The only place to be June 9-11 is Cloud Expo & @ThingsExpo 2015 East at the Javits Center in New York City. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT & Big Data companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic strategies that utility/cloud computing provides. Whether public, private, or in a hybrid form, clo...