Marketing in 10 Words

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Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
1. Need

• What is marketing?
• Discovering and Satisfying the Need
• Discover the Need and Fill it!
• 15 second marketing course by Robin Elliott
• Idea Age
• Marketing itself is neither good or bad
• Marketing 4Ps
• Question
• What are your clients most important needs?
  Motivation?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
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Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
2. Customer

• Learn Everything About Your Customer
• Database
• Build Relationships!
• It is more profitable to keep existing customers
  than to find new ones!
• Questions What can you do to
• Learn more about your customers?
• Collect information in more organized way?
• Cultivate better relationships with existing
  customers?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
3
Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
3. Product

• Goods, Services, Ideas
• It is impossible to copy someones service
• Good service is your biggest opportunity
• Questions
• Describe the service that you would like to
  receive if you were customer
• What do your customers value most?
• What can you do better? Faster? More?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
4
Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
4. Price

• Price is part of your long term marketing
  strategy!
• Dont think of price as Cost Plus. Price should
  be demand and competition driven
• Questions
• What is your pricing strategy?
• What would happen if you charged different price?
  

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
5
Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
5. Promotion

• Promotion Mix
• Sales
• PR
• Advertising
• Direct Marketing
• Sales Promotion
• Questions
• What is the best promotion activity for YOUR
  business?
• How can you use this activity more effectively?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
6
Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
6. Place

• Distribution
• Questions
• Would changing the place of your business help
  you meet the clients needs better ?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
7
Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
7. Targeting

• 9 Rules of Marketing
• Segment, then target!
• Find your niche!
• Say NO!
• Fire (some of) your customers!
• Questions
• Who is your most profitable client?
• What would happen if you focused on your most
  profitable clients only?
• What marketing niche is not taken yet?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
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Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
8. Positioning

• Al Ries (Ries.com)
• Positioning Battle for Your Mind
• Volvo, Mercedes, Federal Express, Subway what
  words come to your mind for each business?
• Questions
• What are your key qualities and strengths?
• What are your key qualities that MATTER to your
  clients?
• What position is not taken yet?
• How do you want to position your business?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
9
Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
9. Branding

• Create Your Own Unique Brand
• Brand personality
• Questions
• How do competitors brand their businesses?
• Describe your desired brand image
• How can you improve your branding strategy? What
  steps do you need to take?

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
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Marketing in 10 Words!
And How Personal Fitness Trainers Can Benefit
From Marketing
10. Wow!

• Your future depends on your ability to delight!
• Delighting Pays!
• Low of Wow 10-300 Rule
• How to delight? Go extra mile
• Give more than promised
• Do it faster than promised
• Do something unexpected
• Give something away
• Be kind
• Be responsive
• Questions
• How can you delight your customers? List at least
  10 strategies.

Canadian Fitness Business Network Ivan
Surjanovic, ivan_at_ipowerstrategy.com
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Ivan Surjanovic
Principles for Online Marketing Success

• KNOW YOUR STRATEGY ... THINK DIFFERENTLY!
• What are your main business and Internet
  marketing objectives?
• Think Differently! Think Viral! Think Small!
  Focus on the Next Step!
• 7 Key Strategies
• Enhance image
• Provide information
• Generate interest (leads, inquiries)
• Sell Online (e-commerce)
• Promote (advertise)
• Deliver, fulfill requests
• Build relationships

iPower Strategy ph. 604-430-9877 e-mail
info_at_ipowerstrategy.com
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Ivan Surjanovic

40 Web Site Promotion Tactics OFF YOUR WEB SITE
(On other web sites) 1. Search engine
submission 2. Keyword advertising (search
engine marketing) 3. Banners/ads 4. Pop up
ads, superstititals interstititals 5. Opt-in
e-mail marketing campaigns 6. e- newsletter
7. Link building
iPower Strategy ph. 604-430-9877 e-mail
info_at_ipowerstrategy.com
13
Ivan Surjanovic

40 Web Site Promotion Tactics OFF YOUR WEB SITE
(On other web sites) 8. Participating in
mailing lists, user and discussion groups to
attract visitors to your web site 9.
Conducting surveys 10. Sponsorships 11. Signature
files, reports, blurbs 12. Multimedia e-mail (
e-brochure) 13. Participating in web rings 14.
On-line press releases Whats new postings
iPower Strategy ph. 604-430-9877 e-mail
info_at_ipowerstrategy.com
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Ivan Surjanovic

40 Web Site Promotion Tactics ON YOUR WEB SITE
(AUTO PROMOTION) 15. Usuful and updated
content 16. Site Optimization 17. 'Whats new'
section 18. Free web e-mail 19. Internal calls
for action (click here to order or to contact
us) 20. Events, video-conferencing, live
seminars 21. Advice column 22. Blog 23. Free web
cards, promo cards, greeting cards 24. Chat 25.
Discussion groups 26. "Tell a friend"
iPower Strategy ph. 604-430-9877 e-mail
info_at_ipowerstrategy.com
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Ivan Surjanovic iPower Strategy - Online
Marketing Agency

40 Web Site Promotion Tactics ON YOUR WEB SITE
(AUTO PROMOTION) 27. Bookmarks 28. FAQ 29. Give
aways Free reports, free samples, awards... 30.
Customer loyalty schemes (e-stamps, coupons) 31.
Virtual tours 32. Tip of the day 33. Calendar of
events 34. Referral (affiliate) programs 35.
Publishing articles/e-books on your web site 36.
Auctions 37. Contests, sweepstakes (e-prize) 38.
Customer LogIn
iPower Strategy ph. 604-430-9877 e-mail
info_at_ipowerstrategy.com
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Ivan Surjanovic iPower Strategy - Online
Marketing Agency

40 Web Site Promotion Tactics PROMOTING YOUR
WEB SITE OFFLINE 39. On your promotional
vehicles company letterhead, calendars,
T-shirt, car 40. On your business card CDs
iPower Strategy ph. 604-430-9877 e-mail
info_at_ipowerstrategy.com