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Anytime Fitness Marketing Strategy

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

Facebook

- 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

Instagram

- Community feel to the page

- Workout tips

- Case studies on members/staff

- Experiential feel (club, classes, equipment)

- Purple colour scheme

Online Marketing

Executive Summary

Twitter

- 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

Offers

New Club Strategy Overview

Unique Selling Point

This presentation outlines the Marketing strategy for Zest Leisure including:

- Customer base & retention

- USP

- Marketing materials

- Offers

- Promotions strategy

- Online marketing

- Joint ventures

LinkedIn

- 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

ManyChat

- 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"

Distribution Plan

Promotions Strategy

Customer Base

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.

Financial Budget

Dependent on budget, I believe approx. 70% of the promotional budget should be dedicated to online promotion.

Marketing Materials

Pricing & Positioning

Joint Ventures

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%)

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