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Selling an intangible product

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by

Louise Bracey

on 28 August 2014

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Transcript of Selling an intangible product

Selling Promises
and sharing your story
How To Market
Intangible Product
What Who
How Where
...How much will it cost
Membership Sales
Louise Bracey
Digital and Traditional Marketing
Retention & Engagement
Communications
Who is your Market?
Online Credibility
How to Communicate with them
What is your
product?
Market
Research
an
Budget Allocations
Experienced (30%)
De-Conditioned (70%)
EXERCISE EQUIPMENT
SERVICES
PRIVLEDGES
VALUE FOR MONEY
ATMOSPHERE
MONEY

RESULTS
GUIDANCE
SUPPORT
ATMOSPHERE
CONVENIENCE
MONEY

Humanise it
Use Metaphors
/ Tell Stories
Ben Walker
louise.bracey@ymca.org.au
BenW@monash.vic.gov.au
03 9375 3411
03 9265 4888
EXTERNAL PRINTING

ADVERTISING

PROMOTIONS & MARKETING

E- MARKETING OFFICER

ACTIVE MONASH & ASCOT VALE LEISURE CENTRE

BUILDING RELATIONSHIPS
PEOPLE BUY FROM PEOPLE THEY TRUST
90% OF CUSTOMERS TRUST PEER recommendations
ONLY 14% TRUST ADVERTISEMENTS
53% OF PEOPLE RECOMMEND PRODUCTS IN THEIR TWEETS

BUILDING TRUST
WORD OF MOUTH & REFERRALS

Ask at the point of sale
Set Targets
Campaign Activities
HIRING A PROFESSIONAL
Social Media Savvy
Media & Communications
Web Designer
SEO Skills
Graphic Design skills
CREATING A STRATEGY
Online advertising
SEO
Social Media
Social Media Advertising
Feedback Management
Use Imagery
LOTS AND LOTS OF IMAGERY!
What is your
product?
What is your unique selling point?
How are the 24/7 gyms affecting us?
Who are your competitors
Other gyms/ facilities
TV/ DVD workouts
Online Diets (Michelle Bridges 12wbt)
Fitness Apps
What is the future?

promise?
...QUESTIONS?
Facebook Imagery
YouTube
Instagram
Pinterest
Website imagery
#AVLC
Full transcript