Gary Vaynerchuck Jab Jab Jab Right Hooks the Industry At #IHRSA2014 – Part 2
Carrying on from yesterday, here are Gary’s thoughts.
Marketing Insights
Health clubs need to build trust with potential customers which means sending information. 25% of your marketing budget is wasted. You are trying to sell not build a relationship. Gary calls this a ‘Right Hook’.
Businesses in general need to bring more value by story telling. So work out your story and that resonated with potential customers and current.
The average 27 year old doesn’t see the right hand side of a computer because they have grown up with Facebook. That is, they know there is advertising there so means they do not see anything on the right hand of the screen.
We now live in a world where there has been an explosion of word of mouth marketing. And social media is the plumbing to push the message.
Websites must be mobile friendly. He challenged the value of websites compared with the power and reach of social media.
To market your fitness business, change yourself to a media company: a company that pushes out content. In quiet times in health clubs develop content: a TV show, blogs, info graphics, etc. He even suggested employing a journalist to write for you and/or a camera friendly person to ‘star’ in your videos. Change your employment guidelines and get someone who can be nice to customers off line and get customers on-line for you!
Tomorrow:
Social Media Thoughts
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Gary Vaynerchuck Jab Jab Jab Right Hooks the Industry At #IHRSA2014 – Part 1
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.