October 2005
In this month’s edition:
What day is best to email?
Monday has been thought to be the optimum day for commercial e-mail messages, but a new study says that might not be so:
Marketing Tip #7 – Testimonials
Use testimonials in all of your marketing. We all want reassurance that when we buy we're making the right decision. However, in most cases there is no way to know that you're making the right decision before you buy. So how do we decide? What do we need to decide? What do we look for?
Marketing guru Dan Kennedy, who reportedly makes $250,000 a month in his marketing consultation business, frequently says that if he had only one marketing tool at his disposal, the one that he would use most often is proof.
Testimonials are so powerful because they provide the buyer "proof" that the product or service is valuable and is likely to help them. Therefore, the more testimonials you give the buyer, the more proof you provide.
You should use testimonials in every facet of your marketing: in letters, on your website, in your facility, in your face to face discussions with clients, etc.
Done effectively, testimonials can be just the proof the buyer needs to choose your product and as a result make your business soar.
Mood Marketing: Mood theory by Style-Vision
An interesting approach to segmentation, bound to make you think again about your market (which is always a good thing!). It's a bit of an over-analysis, but they take it through into design and advertising examples, which work. Get the pdf from http://www.style-vision.com/moodconsumption/ (unfortunately you have to request it by email).
The colours you wear tells us lots!!
Reading an email from Sue at Shine Communications, last month I thought this would be valuable information for you and with summer clothes shopping about to start, take into account the following:
WHITE traditionally symbolises innocence and purity and is often considered a summer colour. It's a cleansing colour that clears away old thoughts, stimulates new growth and opening up to new ideas. If you have warm-toned skin, choose to wear off-white as white is considered a cool colour.
PURPLE implies royalty, dignity and spirituality. It is also associated with wealth, luxury and elegance. It's a balancing colour. Wear purple when you feel stressed or sad as it promotes peace and restfulness. Purple is calming for yourself and others to look at and be around. It is said to stimulate your intuition and creativity.
GREEN calms your emotions and helps with relaxation. Green is a refreshing colour and symbolises nature and fertility. Dark green is masculine, conservative, and implies wealth.
BLUE is known as the executive colour. Blue enhances your wisdom and stimulates self-awareness, so wear it when you are discussing important issues. Dark blue says, "I'm the boss" – you are a person who knows who you are and where you are going! Blue stimulates the mind but can be seen as a cold colour.
RED says success. Wear red to express power and to stand out in a crowd. A person who wears red is not afraid of showing a strong image. Red is stimulating, arousing and romantic, and excellent when you want to come up with ideas. If you want to boost your physical energy or overcome negative thinking and feeling of rejection wear red. Since it is an extreme colour, red clothing might not help people in negotiations or confrontations.
YELLOW is an excellent colour to wear when you're feeling down. Yellow stimulates your desires, promotes positivity and prevents depression. It is a welcoming colour and good for communicating, so wear it when you want to sell yourself and your skills. It is cheery, optimistic and an attention getter. Although eye catching, it is a difficult colour for the eye to take in, so it can be overpowering if overused.
ORANGE promotes spontaneity and warmth. Orange is bold and cheerful and improves social behaviour. If you need some added motivation and fun wear orange as it's said to be an anti- depressant. It's a colour that is lively and active, helping to exude a dynamic or extroverted personality.
BROWN. Solid, reliable brown is the colour of earth. Those that wear a lot of brown are natural, casual, reliable and genuine. It's a warm colour and is said to promote restfulness and tranquility. But brown can also be seen as a dull colour, very safe and conservative.
BLACK is a colour of authority and power. It is always popular in fashion, as it is stylish, timeless, elegant and slimming. Total black outfits can sometimes be overpowering, or make the wearer seem aloof. If you want to evoke mystery or aren't in the mood to talk, wear black. Black keeps you hidden, but can have a "keep your distance" effect on people.
Lead Boxes For Sale
Get your Lead Box now! Just $49.95 [plus postage & handling]. Email Justin now to order! |
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Round Table Continues to Power on!
Last month we had our second Personal Trainer’s Round Table meeting. As the group increases with their trust and comfort with each other they are truly opening up. This meeting saw us work closely to help one member develop 3 marketing pieces, with another member to develop ‘passive’ income through a wonderful PT membership and also developed KPI’s for a successful PT business.
There are still some positions available on the Personal Trainer’s Round Table. The next meeting is in January in Melbourne but if you would like more information on this exciting program, email Justin now!
Active Management is also excited to announce a Club Manager’s Round Table and a third Club Owners Round Table! If you would like to get involved in one of these exciting programs email Justin now!
Happy Birthday Fitness First
November sees Fitness First celebrating their 5th Birthday! In a report published by IHRSA earlier this month, Tony de Leede the Managing Director of Fitness First said, "Fitness First Australia took control of Healthlands from the administrators in 2000 and inherited 11 clubs that were losing close to A$1m a month. We re-structured the business and were profitable by our second month and now in our fifth year, will produce an EBITDA profit of A$55 million*," he said.
By November 1, Australia will operate 53 clubs servicing 240,000 members nationally.
Commenting on further Australian growth, Mr. de Leede says: "We plan to open an additional 10 new clubs per year minimum . . . our vision [is] hitting 100 clubs in the next 4 years," he said.
Celebrating its fifth birthday on 1 November 2005, Fitness First Australia has enjoyed a compound profit growth of 46 per cent per year over the last five years. Furthermore, 60 staff that have been instrumental in the company's growth will split approximately A$13m in share scheme bonuses as a result of the sale.
Get Organised NOW for Christmas!
Now is the time for planning, designing and printing your Christmas promotions! The Team at Active Management and Susan K Bailey can help you make December and January your best months EVER! Contact Justin now, if you want to make money this Christmas! |
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A great new program for your Club that generates PROFIT!
The Get Healthy program, which comprises six core modules (Diabetes, Arthritis, Heart Disease, Osteoporosis, Nutrition, and Your Exercise Program) has been produced to educate and encourage those who suffer that following a balanced diet, reducing obesity, becoming more active and maintaining a regular exercise program are critical to managing the conditions of these diseases.
In addition, implementing these practices can contribute towards minimising the risk of becoming ill, prevent deteriorating health and increasing reliance on medicines, hospitals and doctors and may even be the key to successful remission.
- Are you interested in finding out more about licensing this program?
- Do you need a custom program developed for your Club?
- Want to learn how Mermaid Media assists Health Clubs and other health professionals?
- Visit www.mermaidmedia.com.au/clubs/clubs.htm, email mermaid@mermaidmedia.com.au or call Virginia Campbell on 0407 950 773 for more information.
What did Justin get up to in the last 30 days?
 In the last 30 days, Justin:
- Finalised with Network the Business program for Filex 2006;
- Conducted customer service and basic sales training with the Team at Aquamoves in Victoria;
- Presented a full day Business Summit at NetFit in New Zealand; and
- Presented Certificate IV Fitness Business in Sydney for the Australian Institute of Fitness
And in the next 30 days, he will be:
- Completing training at Aquamoves;
- Leading a panel discussion on Guerilla Marketing and presenting retentions programs at Network 05 in Melbourne;
- Presenting Certificate IV Fitness Business in Sydney for the Australian Institute of Fitness;
- Conducting a 2 day course called Elite Personal Training in Melbourne; and
- Managing 2 Club Owner Round Tables in Hobart and Newcastle!
For more information from Justin on helping your business email him now!
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