The Marketing Handbook for Sports and Fitness Professionals.

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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.