Welcome!

Cognitive Computing Authors: Liz McMillan, Kevin Jackson, Pat Romanski, Rajeev Kozhikkattuthodi, Yeshim Deniz

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
"We've been engaging with a lot of customers including Panasonic, we've been involved with Cisco and now we're working with the U.S. government - the Department of Homeland Security," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, will examine the regulations and provide insight on how it affects technology, challenges the established rules and will usher in new levels of diligence...
The financial services market is one of the most data-driven industries in the world, yet it’s bogged down by legacy CPU technologies that simply can’t keep up with the task of querying and visualizing billions of records. In his session at 20th Cloud Expo, Karthik Lalithraj, a Principal Solutions Architect at Kinetica, discussed how the advent of advanced in-database analytics on the GPU makes it possible to run sophisticated data science workloads on the same database that is housing the rich...
"DX encompasses the continuing technology revolution, and is addressing society's most important issues throughout the entire $78 trillion 21st-century global economy," said Roger Strukhoff, Conference Chair. "DX World Expo has organized these issues along 10 tracks with more than 150 of the world's top speakers coming to Istanbul to help change the world."
DX World EXPO, LLC., a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. 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. All major researchers estimate there will be tens of billions devic...
"The Striim platform is a full end-to-end streaming integration and analytics platform that is middleware that covers a lot of different use cases," explained Steve Wilkes, Founder and CTO at Striim, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
While the focus and objectives of IoT initiatives are many and diverse, they all share a few common attributes, and one of those is the network. Commonly, that network includes the Internet, over which there isn't any real control for performance and availability. Or is there? The current state of the art for Big Data analytics, as applied to network telemetry, offers new opportunities for improving and assuring operational integrity. In his session at @ThingsExpo, Jim Frey, Vice President of S...
"We provide IoT solutions. We provide the most compatible solutions for many applications. Our solutions are industry agnostic and also protocol agnostic," explained Richard Han, Head of Sales and Marketing and Engineering at Systena America, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We are focused on SAP running in the clouds, to make this super easy because we believe in the tremendous value of those powerful worlds - SAP and the cloud," explained Frank Stienhans, CTO of Ocean9, Inc., in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"MobiDev is a Ukraine-based software development company. We do mobile development, and we're specialists in that. But we do full stack software development for entrepreneurs, for emerging companies, and for enterprise ventures," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, discussed the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast t...
SYS-CON Events announced today that EnterpriseTech has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. EnterpriseTech is a professional resource for news and intelligence covering the migration of high-end technologies into the enterprise and business-IT industry, with a special focus on high-tech solutions in new product development, workload management, increased effic...
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...