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Outline and communicate the Marketing strategy for the business of Zest Leisure. To encompass 4 fitness sites - all aspects of Marketing with a focus on digital
- Campaigns to include member acquisition, offers, event notification, memberships and awareness
- Campaigns elements to include adverts, boosted posts, competitions, engagement posts, memes etc.
- Demographic testing: age, gender, location, interests
- Attention to detail when dealing with assets - what is the message?
- Split testing
- Campaign budget optimisation
- Community feel to the page
- Workout tips
- Case studies on members/staff
- Experiential feel (club, classes, equipment)
- Purple colour scheme
- Updates for members
- Re-tweets
- #culture
- Events/promotions
Keyword Strategy: Fitness, Health, Community, Classes, Workout, (Location), 24/7
Search Engine Optimization Strategy: Update website with events/new opening/new offers/blog posts
Social Media Strategy: Channels to include Facebook, Instagram, LinkedIn, ManyChat and Twitter
This presentation outlines the Marketing strategy for Zest Leisure including:
- Customer base & retention
- USP
- Marketing materials
- Offers
- Promotions strategy
- Online marketing
- Joint ventures
- Fantastic platform for corporate client relationship building
- Advertising to corporate clients for promotions
- Good news stories regarding the Company
- Promotions for employees
- Job advertising
- Dynamic Social Media campaign promoting to various demographics across Facebook, Instagram, ManyChat, LinkedIn and Twitter.
- Awareness to Conversions campaign.
- Promotional print campaign (brochure/flyer) for the local community/businesses
- Press releases for local/national print/online campaigns.
- Open day/weekend events.
- Promotional offers.
- E-shots to database.
New membership
Friends & family
Corporate
Open days
Weekend event
Branded collateral
- Online campaigns to promote offers to include competitions, sign up, limited time scale & invitation only
- Chatbot working with Facebook Messenger
- Auto-response to customers when they enter a competition/comment on a post
- Welcome message automation to help customers get the answers they need without waiting for a reply
- Builds response time
Centre of the community
24/7 access
One membership - multiple gym access
International standards at affordable prices
Work out & membership apps
"Real people, real reasons"
How customers will buy from you?
- Website
- Social Media campaign to dedicated landing page
- Promotional flyers with codes
- E-shots
I believe the most effective promotions strategy for customer retention will include online advertising (social media campaigns, ManyChat), e-shots outlining membership offers/updates, event marketing (membership events) and community outreach.
For the opening of a new club, the promotional strategy should include corporate advertising, press releases, print (flyers, brochures) for promotions around the local area, social campaigns (including different audiences, locations, interests, ages), e-shots, dedicated landing page, community outreach and PPC/SEO.
Existing
- To engage with current customers, a community feel to the sites must be implemented.
- Promote the services that are offered to them, engaging with their wants and needs.
Retention
- Update offers/services on a cycle to retain customers.
- Regular communication with customers promotes the community feel for the sites.
- "Friends/relatives of" offer.
Acquisition
- Welcome promotions for new customers.
- Services/products promotion.
- Flash sales.
- Current members talk to prospective members.
Dependent on budget, I believe approx. 70% of the promotional budget should be dedicated to online promotion.
Offline
Flyers
Business Cards
Brochure
Magazine
Online
Social Media
Website
E-Shots
PPC
SEO
Apps
Online Public Relations
Press
ManyChat
Ventures would increase visability of the Company and the products/services offered. Possible ventures include other fitness companies and health food stores/companies.
Alternative ventures include local bars/restaurants. An example of this is welcoming a local DJ to perform at the gym. (Dry Jan would be a perfect time of the year for this).
There has to be a correlation between the price you are charging, the offering and the position you have in the market.
Having a balance is key, but customers like to receive a high quality offering at a lower price
Affordable prices
24/7 access
Work out apps
Community feel
Although there is still a place for offline marketing, digital should use a larger amount of the budget (70-80%)