Tuesday, May 5, 2020

Crossfit Marketing Plan free essay sample

We create a lifestyle for our customers that none of our competitors can. The demographics of Crossfitters vary. This is a truly universal program that can apply from anyone who is very young (Crossfit Kids) to people of an older age. The program can be modified and scaled as needed to help people from all walks of life achieve their fitness goals. -add generic competitive strategy. The competition: The competition within Penticton could come from 6 other gyms. These gyms are the traditional style gyms with large amounts of machines and equipment that have many classes listed within the prices. An all inclusive pass at the gym such as City Center costs 150 dollars a month for all classes. Prices are in the similar range for other private gym studios that provide a range of services such as Pilates, Yoga and boot camp style workouts, the only studio of this kind that exists is the Riverside Fitness and health center. The major strength of a these facilities is that they are able to appeal to many people who are into getting into relatively good shape. A studio such as Riverside Fitness does not have this same advantage. They do have an advantage that they appeal to a large amount of people for a premium price. The weaknesses a big facility such as City Center is that it is large and no one really knows each other and is anonymous. Another weakness is the amount of commitment. If someone signs up to a gym like City center they must sign a year in advance. Under the Crossfit business model, the market gap it fills is for people who are tired of going to big box gyms and having to work their way through lots of equipment, or wait their turn on the machine. Crossfit gyms allow people to feel a part of a community that has the same goals as they do, and not be as committed to it. Essentially the market gap it fills is the one that is reserved for people in really good shape who want to continue to improve their conditioning without the hassle of going to a big box gym and waiting their turn on a machine. Crossfit style gyms attract these people and work as a marketing tool to help promote the particular affiliate and spread the gym’s effectiveness through word of mouth. Since there is no other affiliate in Penticton, it is safe to say that building on the prescribed Crossfit promotion strategies. This type of training appeals to people from all walks of life who are looking to join a fitness community, one of the biggest strengths of the program. Promotional Strategy: The main and most important factor in having a successful affiliate is creating a strong crossfit community for all who work out in the gym. That is how the promotional strategies should be used. Tools for such work are various and should be focused on making people want to join a community of like minded people who are committed to living a healthy lifestyle and enjoying a quality of life. The great thing about promoting crossfit is that none of the regular promotion strategies are ones that would really apply to using the model as a way of getting people interested. Community builidng cannot be put onto a fancy flyer or catchy ad. The community must be built inside the gym as well as have a profile within the community. These two things will lead to people who are members of the gym spreading the word about our affiliate and getting their friends to join the gym. Since this would be a startup, it would be important to create awareness of what crossfit is and why it is done. The effort would have to be made to arrange to demonstrate to people how the program can change their approach to fitness. This could be done by finding people and friends that are in good shape to go out and work out with them. Get them to try the crossfit methodology and see how they feel. The second approach would be to get as much documentation as possible about crossfit topics and create a blog. Using a blog can be fun and write about various topics associated with the crossfit lifestyle, post pictures of friends and family. The use of the internet does not just stop there. The video sites such as youtube and social media sites such as Youtube and Facebook should also be used to create awareness about the methodology. Show people on youtube and tell them what you posted. Start a Crossfit group and invite all of the friends you have worked out with there and get them to join. From there tag a lot of them in pictures doing workouts and allow them to show their friends what they are doing. They will feel proud and honored by you taking the time to show everyone what you are doing. This will help get those first 5-10 clients that are so needed in order to start the word of mouth process needed to help make the client list grow. These close first few clients are the ones that will attract like minded people to the affiliate and help it grow. Secondly, create awareness in different sports about this form of athletic training. If there are races that are being run or marathons, create a team and join under the crossfit affiliate name to be used on the uniform races. Thirdly, do not fear the competition. Help them and get them to help you by doing cross promotional advertising of each other’s services. Some good places are yoga studios or any other type of smaller gym that could use some of their services to have a complete workout. This will also create the image that you are trying to build a community within the area you are serving. It is also another great referral system to gain clients. In conclusion it can be summed up like this. Show people what crossfit is and it will attract attention. By showing those who embrace the crossfit brand that you appreciate them and care about their welfare and show them they are a part of your training community, they will be a part of your training community. Those clients that are retained become ambassadors for the affiliate. This is better advertising and sustainable promotion that pays for itself.

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