Art's Blog

It's All My Fault...

Here's a call I received yesterday from a long-time friend and personal

trainer in New Jersey.

 

"Art... several consultants continue to tell me NOT to waste

money on branding and to stick with direct response. 

Yet, you keep telling me to brand.  I'm confused!"

 

Here's the TRUTH.  Your consultants are RIGHT.  AND, so am I.

 

When I use the term branding... it is in the strictest sense of the word....   applying YOUR LOGO.  Think of it as the way ranchers brand their cattle. 

 

Over the years branding, as it relates to marketing, has come to mean much more... as in brand image, brand personality, brand this, brand that, etc. 

When I speak of branding I'm am NOT referring to that.

 

But, that is exactly what your consultants are talking about.  They are referring to the soft "touchy / feely" ads that are designed to convey some type of emotion.  That's great for some companies that have huge ad budgets.

 

But, independent fitness professionals, small clubs, spas, studios, etc., in particular, should stick with "call to action" sales-driven advertising and outreach plans.  My point, and the whole purpose of our company is, that when you do this, be sure to include your own BRAND/LOGO!!!

 

So, don't be confused.  Don't fault your consultants (they constantly project their logos/brands).  It's my fault and from now on I'll use better terminology like BRAND/LOGO... or BRAND IMPRINT or BRAND IMPRESSION  or some other "qualifier!"

$10 Membership? .... by Art Rothafel

I received e-mail regarding my blog "Still Not Doing It?" 

It was argued that national brands (like supplements, apparel, energy drinks) provide the opportunity to "piggy back" on national advertising campaigns.  And, they don't require any work other than putting the product on the shelf.

Well... that's a decent argument on the surface. 

Sure, you can piggyback on a national campaign.  But, so can everyone else. 

Just plug "whey protein" into EBay and see what comes up.  Yup.. everything from EAS and Met-Rx to Optimum Nutrition and Pro Lab.  Then plug it into Google.  Wow!

These are all excellent products.  My point is that the pricing is all over the place.  Plus, once people know they can purchase online or at a retail store at a discount... do you really think they'll pay a premium price from you?  So, you're forced to discount.

Not only are you now stuck with discounting, but, you must now dedicate valuable shelf space marketing and merchandising a brand. other than your own.  A brand that your clients and members can purchase somewhere else! 

It just doesn't make sense.   And, it's just plain lazy.  This is the "mind-set" that drives the $10 per month membership! 

 

Top 100 Global Brands... What Can We Learn... by Art Rothafel

Businessweek just released their list of the Top 100 Global Brands.  What can fitness professionals learn from the "best-in-the-business" of branding?  Plenty! 

First and foremost... Trust and Transparency.  Sound familiar? 

• Watch the video. 

• Check out the list. 

• Then, get a free check list for your own brand. Click here...