1. Cost effective lead generation
for tough times
Out market, out manoeuvre and outsell your competition with
Assertive Local Marketing…
Adrian Marks
enjoy!

2. 5 Success Principles for low cost / no
budget marketing
• Understand Value v Price
• Focus on the majority
• Utilise the power of leverage
• Always, always use incentives
• Invest in a ‘Plug’

3. How marketing messages are perceived by and
effect the potential buyer
What motivates people to respond to marketing messages?
Because they need it or think they need it
Because they want it or think they want it

4. The true meaning of Value
1. People buy wants and needs and think emotively but will
utilise logic during justification – who owns a pair of jeans? – eternity?
2. Everything is worthless without Value and value is
purely relative to perception - pen watch car
3. People do not buy primarily on facilities, product or on price –
these are simply criteria and are susceptible to change
During a recession the only way to sell is to increase
value
RULE 1: All that glitters can be sold…

5. Focus on the majority
RULE 2
‘Never spend time with a
man with a giraffe…’

6. Leverage
RULE 3
‘In a tug of war side with the
fat people…’

7. Increase the frequency of purchase
Use host beneficiary relationships
What products can you add and sell to your existing
members… if the shoe fits
Use special inducements – frequent flyers!
Up sell and cross sell -- Point of sale promotion with every
sale – ever bought any shoes?…

8. Increase the frequency of purchase
Package complimentary products together
add 50% to your fees overnight!
And a quick bit of scientific babble
Standard membership £31 74%
Platinum Membership Includes free guests) £42 26%
Standard membership £31 47%
Platinum Membership Includes free guests) £42 0%
Platinum plus a monthly squirrel manual £42 53%

9. Raise your prices
Offer larger units of purchase
Everyone in the room put your hands up…

10. Low Cost Promotional Strategies
there are only 3:add / take away / share
RULE 4:
Free chocolate will always
outsell half price donuts…

11. Increase number of members
Read all about it…. It’s official
Worst ROI:
Advertising
Best ROI:
CRM PR E-marketing Referrals
community investment

12. Increase number of members
Get Congruent or die trying…

13. The power of FREE
‘Why a free dwarf is better
than two half priced midgets’
And bit more scientific babble
Product A – 5 star chocolate 17p 77%
Product A – store’s own 1p 33%
Product A – 5 star chocolate 16p 18%
Product A – store’s own FREE 82%

14. Bonus point HUGE! Use more women…
Woman are primary purchasers or the catalyst purchaser of…
Pretty much everything!!
Homes (74%) Cars (79%), holidays (87%), computers (88%)
and last year…
79% of health club memberships
How many Clubs are designed by woman!?

15. Telemarketing… pick up the bloody phone!
Hold special events, evenings & weekends
Send out a monthly newsletter
if you can’t afford paper…think digital…

16. Increase customer retention
Run a habit forming 8 week StartSmart
programme – give it a huge value and then give it
away for free
Guarantee Results!

17. Increase customer retention
No 1 reason for joining a gym is?
Introduce a weight loss programme

18. GO DIGITAL TODAY… programme…
Utilise data capture on a Sales Website to turn suspects
into prospects
Build email opt-in subscriber lists for customers, new
leads, ex customers etc
Set up auto–response systems for strategic marketing
Create & utilise email marketing MONTHLY
Get yourself listed on some online directories

19. Test Pay per Click…again..,.
And the loop starts programme…

20. RULE 5
‘Never buy a bath without a plug…
Clubs with sales trained people sell 50% more
memberships than those that haven’t

21. Well we’ve got to draw the line somewhere...
___________________________________________
a.marks@enjoymarketing,.co.uk