Art's Blog:

January 21, 2010

Boot Camp Sample Station

What a great idea....!

One of our FitProStore owners operates boot camp. At her Saturday sessions, she sets up a "Sample Station" of her own private-label nutritional formulas.

While she runs her session, her husband blends protein shakes. At the end of the session, when the troops return, he hands each participant a nice cold protein shake -- along with a nutritional supplements price list.

Well.... last week her FitProStore sold more than 30 jugs of protein. That translates to $225 in commissions. Nice...! (We shipped to each individual client)

Here's another idea -

A club owner in Virginia stands outside her aerobics room with a silver tray.

Before each session (pre-dosage) she hands out pre-measured Lipotropic Plus (3 caplets) and Super L-Carnitine (1 Tblspn) in little Dixie Cups from her silver tray.

Then, at the end of the session, she stands at the door and repeats the same process (post-dosage). Her little club typically orders two cases of each product each month.

Now that's just smart marketing...

Jan 21, 2010 8:44:36 AM

January 19, 2010

Dude... You're Static! ... by Art Rothafel

That's what someone told me five years ago referring to our website.

That's why we constantly update our site, send out email and create new value-propositions twice a month. Not to mention all the free stuff we give away.

Yup... in this day and age you can no longer just build a website and then believe that:

Because you now have a website
Because you spent all that money
Because you put all that time and effort into it

... that your target audiences are going to flock by the millions to see your "work of art" website.

Did you ever really believe this: "Build it and they will come."

Really?

How about a reality check. Go to Google and type "fitness website." At last count I got 114,000,000 websites.

The truth: most websites are static. Especially in the fitness business. Check out your own site.

1.) Has anything new been posted in the last two weeks?
2.) Does it do more than post the aerobics schedule?
3.) Is it sticky? Do you know what "sticky" means?
4.) Are you doing anything to make people want to come to your website?
5.) Is there any video?
6.) Can your clients and members see themselves?

If you are not reaching out to your target audiences (through email) and then steering them (via links) to your most recent promotion or value proposition, then all I can say is:

"Dude... You're Static!"

Jan 19, 2010 2:15:03 PM

January 11, 2010

5 Rules of the Micro Brander By Art Rothafel

It's a new world. Sophisticated brand marketing is no longer reserved for huge multi-national corporations. Today, even the smallest one-man start-up can brand like the big guys! And, you can, too! Be a micro-brander...

5 Rules for the Micro-Brander

Imprint - Add your logo wherever and whenever possible (outside signage, inside signage, posters, handouts, apparel, supplements, journals, skincare, tea, etc (yes, I know this is self-serving!). Your goal is to own "mindshare" for all things "health and fitness!"

Change the Playing Field - Why compete against the same brands (especially supplements) carried at GNC, Walmart, eBay and the grocery store? Don't compete. With your own brand... there is NO competition.

Control Prices/Maintain Margins - If you're not competing you can maintain profit margins through exclusivity and superior products.

Stake your Claim - Always, always, always take a "leadership" position. Your brand and brand products are SUPERIOR to all competition and competitive products.

Build Brand Loyalty - Yes... among your clients and staff. Build confidence and loyalty by offering only products of the highest quality. And, think about "repeat purchase" products like supplements, skin care, bars, water, etc. Is your staff proud to wear your logo apparel around town? They should be.