Click here to close now.

Welcome!

Search Authors: Pat Romanski, Mike Kavis, Lori MacVittie, Vormetric Blog, Liz McMillan

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
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
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 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...
SYS-CON Events announced today that SafeLogic has been named “Bag Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. SafeLogic provides security products for applications in mobile and server/appliance environments. SafeLogic’s flagship product CryptoComply is a FIPS 140-2 validated cryptographic engine designed to secure data on servers, workstations, appliances, mobile devices, and in the Cloud.
The WebRTC Summit 2014 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.
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...
SOA Software has changed its name to Akana. With roots in Web Services and SOA Governance, Akana has established itself as a leader in API Management and is expanding into cloud integration as an alternative to the traditional heavyweight enterprise service bus (ESB). The company recently announced that it achieved more than 90% year-over-year growth. As Akana, the company now addresses the evolution and diversification of SOA, unifying security, management, and DevOps across SOA, APIs, microservices, and more.
After making a doctor’s appointment via your mobile device, you receive a calendar invite. The day of your appointment, you get a reminder with the doctor’s location and contact information. As you enter the doctor’s exam room, the medical team is equipped with the latest tablet containing your medical history – he or she makes real time updates to your medical file. At the end of your visit, you receive an electronic prescription to your preferred pharmacy and can schedule your next appointment.
GENBAND has announced that SageNet is leveraging the Nuvia platform to deliver Unified Communications as a Service (UCaaS) to its large base of retail and enterprise customers. Nuvia’s cloud-based solution provides SageNet’s customers with a full suite of business communications and collaboration tools. Two large national SageNet retail customers have recently signed up to deploy the Nuvia platform and the company will continue to sell the service to new and existing customers. Nuvia’s capabilities include HD voice, video, multimedia messaging, mobility, conferencing, Web collaboration, deskt...
The Open Compute Project is a collective effort by Facebook and a number of players in the datacenter industry to bring lessons learned from the social media giant's giant IT deployment to the rest of the world. Datacenters account for 3% of global electricity consumption – about the same as all of Switzerland or the Czech Republic -- according to people I met at the recent Open Compute Summit in San Jose. With increasing mobility at the edge of the cloud and vast new dataflows being predicted with the growth of the Internet of Things (and The Coming Age of Many Zettabytes) in the near...
The list of ‘new paradigm’ technologies that now surrounds us appears to be at an all time high. From cloud computing and Big Data analytics to Bring Your Own Device (BYOD) and the Internet of Things (IoT), today we have to deal with what the industry likes to call ‘paradigm shifts’ at every level of IT. This is disruption; of course, we understand that – change is almost always disruptive.
SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold Sponsor” of 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. Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborate. Cisco and our partners are building the platform for the Internet of Everything by connecting the...
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit 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. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Temasys has announced senior management additions to its team. Joining are David Holloway as Vice President of Commercial and Nadine Yap as Vice President of Product. Over the past 12 months Temasys has doubled in size as it adds new customers and expands the development of its Skylink platform. Skylink leads the charge to move WebRTC, traditionally seen as a desktop, browser based technology, to become a ubiquitous web communications technology on web and mobile, as well as Internet of Things compatible devices.
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.
Docker is an excellent platform for organizations interested in running microservices. It offers portability and consistency between development and production environments, quick provisioning times, and a simple way to isolate services. In his session at DevOps Summit at 16th Cloud Expo, Shannon Williams, co-founder of Rancher Labs, will walk through these and other benefits of using Docker to run microservices, and provide an overview of RancherOS, a minimalist distribution of Linux designed expressly to run Docker. He will also discuss Rancher, an orchestration and service discovery platf...
Sonus Networks introduced the Sonus WebRTC Services Solution, a virtualized Web Real-Time Communications (WebRTC) offer, purpose-built for the Cloud. The WebRTC Services Solution provides signaling from WebRTC-to-WebRTC applications and interworking from WebRTC-to-Session Initiation Protocol (SIP), delivering advanced real-time communications capabilities on mobile applications and on websites, which are accessible via a browser.
SYS-CON Events announced today that Aria Systems, the leading innovator in recurring revenue, has been named “Bronze Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Proven by the world’s most demanding enterprises, including AAA NCNU, Constant Contact, Falck, Hootsuite, Pitney Bowes, Telekom Denmark, and VMware, Aria helps enterprises grow their recurring revenue businesses. With Aria’s end-to-end active monetization platform, global brands can get to market faster with a wider variety of products and services, while maximizin...
SYS-CON Events announced today that Vitria Technology, Inc. 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. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
SYS-CON Events announced today that Akana, formerly SOA Software, has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Akana’s comprehensive suite of API Management, API Security, Integrated SOA Governance, and Cloud Integration solutions helps businesses accelerate digital transformation by securely extending their reach across multiple channels – mobile, cloud and Internet of Things. Akana enables enterprises to share data as APIs, connect and integrate applications, drive part...