Guerilla Marketing Tip #9

This month’s words of wisdom from Jay Conrad Levinson is far from rocket science but a tip that we possibly don’t do enough of . . .

To prove you care about your customers, you've got to learn about them. You learn first by listening to them, then by asking more questions and listening carefully once again.

Guerrillas often ask questions on their website or with specially prepared customer questionnaires which gain personal information.

If you know personal likes and dislikes of your customers you can deliver true personalised service. This means forwarding websites or articles of interest to special customers or recognising their needs or achievements.

In you business do you ask your clients what social activities do they enjoy? If you knew this information then maybe your social events in your business will be more successful, as you will deliver what they want!

More on the Subject Line

Last month I shared some tips I learnt from Gail Goodman from Constant Contact. This month there are just a couple more for you . . .

• Ask a question — One of the best ways to get a reader's attention is to ask a question, so long as the questions is relevant to your target market. "What's the best way to grow your business?" is a great subject line for business owners.
  
  
• Be a tease — A clever subject line can be enticing and when it's done right, reader curiosity is piqued. They want to know more—and they open your email.
  
  
• Tell it like it is — This "just the facts" approach works especially well when you can appeal directly to your audience's interests. For examples "The seven secrets of a profitable business." This often the best approach to use when you send a newsletter.
  
  
• Remember "WIIFM" — When a person gets your email, the first thing they consider is "what's in it for me?" (WIIFM). They have a decision to make: open the email or delete it?
  
  
• Get personal — The more you can make each contact feel that you are speaking directly to them, the more effective your communication will be. Whatever style of subject line you use, you can make it personal by using the word "you."

If you missed last months subject line tips go to: http://www.activemgmt.com.au/newsletter/index.php and click on the February newsletter.

More Lead Box Tips

This question comes from Chris at Witness Personal Training, who purchased some of our lead boxes in 2006:

“I have had in the past issues with kids stealing the info out of them and calling the people. I am hesitant in where I place them, I have also had two stolen from what was supposed to be a busy location yet nobody saw anything. Surprisingly I still kept receiving peoples private details in the box. What can I do?”

Some valid points Chris. But here are my answers . . .

• If someone else is ‘stealing’ or borrowing your leads from your lead box, it means you are not emptying the box regularly enough. We suggest you empty your box at least every second day. The other benefit to this is the people who entered the competition, will remember entering – this will create more sales!
  
  
• The success of the lead box campaign is based on the relationship with the store owner. If you ‘cold call’ a business and ask to put a lead box in, they will not care about it! If you have developed a relationship then ask, they will make sure that the lead box is never stolen and always in a prominent place.
  
  
• All owners of a lead box location should be using your service or facility and staff receive a discount/value added service for looking after your lead box!

If you would like to order lead boxes click here for the packages Active Management offer or click here to order your boxes.

Round Table NSW Launches

We are very excited to announce that we will be launching NSW’s very own Round Table! This will be very similar to our national Round Tables but the major difference being the meeting times. RTNSW will meet bi-monthly and for half a day.

As a member of RTNSW, you will still enjoy the benefits of being part of the Round Table program:

• On-line KPI’s tracked monthly
• Up to date industry information
• Quality business book reviews
• A forum where there are no competitors, to seek advice on your future
• Links to the world wide Round Table network

Your investment in your business future is just $195 per month. But there are only 12 places available on the RTNSW and no competitors! So first to apply will determine other members! This is a true competitive advantage!

If you are interested in joining the RTNSW then drop Justin an email now!

We also have Round Tables for club owners in South Australia, Western Australian, nationally and a national Personal Trainer’s Round Table.

Employment Statistics

In the inaugural Select Australasia Employment Trends Survey it was found:

• 38% of employers rated retaining staff as their biggest challenge;
• 32% believed sourcing new talent could be their nemesis;
• 60% had difficulty finding talent; and
• 75% said the impact of the talent shortage as high or critical!

Charm Pays at Work

The BRW September 21-27 edition included this interesting little report:

"Emotionally talented leaders have lower employee turnover and drive higher productivity levels." management consultant Tim Sanders told a recent Recruitment and Consulting Services Association conference.

"When a company is liked, productivity increases by 15-20 per cent. When a company's leader is liked, better customer service is created."

Is a Woman a Mac or a PC?

We would have all seen the recent commercials on TV for the Mac computer. In a letter in the UK Times last month the following was published:

"This, sadly, puts me at odds with my wife. For while I am, in every respect, a PC - fussy, precise, never happier than when bringing administrative order to any aspect of our lives - she is a full-on Mac. She is creative, spontaneous, colourful, much better attuned to design concerns, easier to communicate with, much happier free-associating and having fun, than tied to the office, and overall much more human."

Product of the Month: FitRewards

Twelve months ago at IHRSA, I answered by curiosity by visiting the FitRewards stand. My questions of what is it; why did IHRSA endorse it; and can they do it in Australia where all answered positively!

Maria, Chris, & mary have been very helpful in establishing the program in Australia and are excited to further expand their opportunities. So what is it all about . . .

FitRewards is a loyalty program. Members gain points by spending money at the club, visiting the club or referring members. Any behaviour you want reinforced can now be rewarded! Adding value to your membership.

When I understood the program, I realised that my software could do the loyalty points. But the infrastructure behind the program with a multitude of prizes that could be redeemed, beyond club products, really meant this was a no brainer!

So I was expected the members of Active Health Club to love it. And they do! We have the majority of members participating but a hidden benefit is that our Team adore the program! They participate and gain points – instead of cash commission – and this adds value to working at Active Health Club.

If you are interested in finding our more, email Maria

Go to http://www.activemgmt.com.au/advantage/index.php and see all the new businesses that we recommend to help improve your operations! You can email them direct from this page for more information!

Words of Wisdom: Aristotle

We are what we repeatedly do. Excellence, then, is not an act, but a habit.
Aristotle

Justin Travels

This month saw the beginning of the most exciting step in my life for nearly 10 years! I started my rugby coaching career at Northern Suburbs Rugby Club in Sydney! So my focus has been on my hobby and second love – rugby! Norths play in the first division and has 10 Super 14 players. I am the 2nd Grade Coach and if you can’t tell – very excited!

But I also traveled to Melbourne for the Australian Fitness Round Table. We had a great meeting and really focused on HOW to select the right people in our Team!

In the coming month, I had to IHRSA and present at the conference. I will be presenting on Retention Strategies and then conducting a Key Note Presentation for Cybex International Distributors – very exciting!

If you are heading to IHRSA, I look forward to catching up with you. Otherwise, I hope to see you at Filex in April!