Not everybody is going to want to come to your classes! There are certain sectors of society who are not in the slightest bit interested in street dance and wouldn’t come to a Hip Hop Workout® if you paid them. Fortunately, there is a big enough target market out there to keep you in business; the key is in rooting them out. That is what marketing is all about.
Your Marketing Strategy
The first step in marketing is to understand how ‘the market’ is made up. It is possible to categorise the public into general groups or segments, each with similar needs and preferences. These groups can include gender groups, socio-economic groups and geographical groups, for instance.
A marketing strategy is simply the way in which you intend to identify those needs that can be met by your product (i.e. Street Fit® workouts),and the details of how you will reach the relevant market sector and address those needs more successfully than your competitors. A successful marketing strategy means more members on the door and increased earnings.
You might identify that the people in your town are bored of low quality aerobics classes and are looking for a high quality alternative. As a result, you might decide to make full use of the high-definition promotional videos and professional branded marketing materials that Street Fit® make available to you. On the other hand, if people are looking for a low cost fitness option, you would focus more on providing discounts or free tasters (although it is unwise to simply reduce rates as this implies reduced quality).
Your marketing strategy should include which media channels you intend to use. All forms of promotion cost a certain amount of time and/or money, so it is always better to target your efforts rather than take a ‘shotgun’ approach.
The Marketing Plan
A marketing plan is simply the organised manifestation of your marketing strategy. Although there are various formats you can use, every marketing plan should at least contain your marketing objectives, a list of actions you intend to take to meet those objectives, and how you intend to monitor the effectiveness of those actions. A marketing plan should take a long-term view and detail how you will ensure customer satisfaction and hence retention.
Need Extra Help?
If you still feel out of your depth, don’t forget you can ask for advice other Street Fit® Instructors via our membership site (for details of how to become a member, visit http://www.streetfit.tv/shop/subscriptions/1-year-subscription-full/
There are also resources, templates and links to reputable marketing courses via the government’s free business website, www.directgov.org.
For details of two popular marketing analysis tools, see tomorrow’s blog post.