The marketing handbook for sports & fitness professionals
Nita Martin.
Bok Engelsk 2014 Nita A. Martin,· Electronic books.
| Omfang | 1 online resource (177 pages) : : illustrations
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| Utgave | 1st ed.
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| Opplysninger | Includes index.. - Intro -- Title page -- Table of Contents -- Introduction -- PART I MARKETING BASICS -- CHAPTER 1 THE IMPORTANCE OF MARKETING FOR SPORTS AND FITNESS PROFESSIONALS -- For new businesses -- For existing businesses -- Reasons for marketing -- Maximise your profits -- Create a pipeline of new customers -- Create a repeatable process to get new customers -- Create demand for your services -- Demonstrate that you are the best choice -- Build your reputation -- Raise awareness of your business -- Minimise the effects of business famine -- Focus on delivering -- CHAPTER 2 DEVELOPING YOUR BUSINESS OFFERING -- About your business -- About your competitors -- About your brand -- Your range of coaching services -- Tempting people to try your services -- Having a range of products that complement your services -- Having a mix of services and products that work together -- Identifying cross-selling opportunities -- Having a strategy for promoting each service and product -- CHAPTER 3 IDENTIFYING YOUR CUSTOMERS -- Understanding how your customers vary between your products and services -- Identifying why they buy -- Identifying who does the buying and who benefits from the purchase -- Knowing which of your services, products and customers are the most profitable -- The demographic of your customers -- The location of your customers -- Summarising your target market -- CHAPTER 4 UNDERSTANDING HOW YOUR CUSTOMERS MAKE PURCHASES -- Raising awareness of your business -- Research and pre-purchase evaluation -- Post-purchase evaluation -- Customer retention techniques -- CHAPTER 5 FOCUSING ON YOUR STRENGTHS AND UNIQUENESS -- Do-it-yourself marketing or getting help? -- Relevant qualifications and experience -- A celebrity in your field -- Review your other skills and those of your network -- CHAPTER 6 PLANNING TO MAKE MARKETING EASIER -- The vision for your business.. - Example of a vision -- Your vision -- Customer development planning -- Professional development planning -- Create a programme -- Identify your milestones -- Develop your one-year programme -- Develop your five-year business programme -- CHAPTER 7 MAKING MARKETING A CORE BUSINESS ACTIVITY -- Marketing goals -- Marketing budget -- Attitude to marketing -- Make your marketing achievable -- PART II MARKETING TECHNIQUES -- CHAPTER 8 PICK AND MIX YOUR MARKETING TECHNIQUES -- Introduction to part II -- Offline marketing techniques -- Online marketing techniques -- Techniques appropriate for you -- What's in part III? -- Get customers now -- Complying with data protection legislation -- Meeting your marketing objectives -- CHAPTER 9 ENTRY-LEVEL TRADITIONAL MARKETING TECHNIQUES -- Using your photography skills -- Using your computer skills -- Using your design skills -- Getting referrals from family and friends -- Getting listed in directories -- Advertising -- Offering coupons and discounts -- Distributing leaflets -- Putting up posters -- Offering product samples and taster lessons -- Building your brand -- Summary -- CHAPTER 10 INTERMEDIATE TRADITIONAL MARKETING TECHNIQUES -- Using your writing skills -- Using direct mail -- Creating brochures -- Types of brochure -- Generating free publicity -- Getting word-of-mouth referrals -- Using customer testimonials -- Running demonstrations -- Summary -- CHAPTER 11 ADVANCED TRADITIONAL MARKETING TECHNIQUES -- Using your creativity -- Writing books -- Creating DVDs -- Developing your own merchandise -- Summary -- CHAPTER 12 ELECTRONIC MARKETING TECHNIQUES -- Using more advanced computer skills -- Using email and mailing lists -- What should be in my mailing list? -- Developing a website -- Do I need a website? -- What's involved in getting a website? -- How do I go about getting a website in place?.. - What can I put on my website? -- How do I sell my services and products online? -- Using electronic newsletters and magazines -- Which newsletter format to use? -- Using customer management systems -- Why is a system useful for me? -- How can I set up a system? -- What do I need to do to maintain a system? -- Using membership management systems -- Summary -- PART III CREATING YOUR MARKETING PLAN -- CHAPTER 13 PREPARING YOUR TAILOR-MADE MARKETING PLAN -- Planning -- Timing -- Bringing it all together -- Drawing up your marketing plan -- Implementing your marketing plan -- CHAPTER 14 MEASURING EFFECTIVENESS -- Tracking performance -- Tracking costs -- CHAPTER 15 MANAGING CUSTOMER SERVICE -- The importance of customer service -- Preparing a customer service plan -- CHAPTER 16 THE ONGOING MARKETING PROCESS -- Your five-year plan -- Further reading -- Also available from Bloomsbury: -- eCopyright.. - Being successful as a sports or fitness professional requires more than just knowing your sport inside out. Without successful marketing, even the best professionals can struggle to attract and retain new customers. The Marketing Handbook for Sports and Fitness Professionals is the companion for coaches hoping to set up or develop their own business. A practical, easy-to-digest guide for both new and established sports and fitness coaches, it includes: - A simple guide to getting your business marketing started - A range of both traditional and electronic marketing techniques - Over 100 templates and real-life examples to create a tailor-made marketing plan - Information on tracking and updating your marketing plan - Advice on generating new customers and retaining current ones - Guidance on putting in place customer service policies For all those fitness professionals who struggle to dedicate time to marketing, this is the only handbook that provides them with all of the tools to gain a competitive edge in the marketplace - using only the time they have available - while ensuring a happy clientele and a growing business.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 1-4081-3195-1
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