Curriculum
Friday, February 26, 2010
Finding Your Fitness Celebrity Niche
There has been a lot of hype about niche marketing these days but actually niche marketing is not new. In the old days, people always said “do what you love and the money will follow…”. From a niche marketing perspective, it’s true as long as there are people willing to spend money in your niche market. If the market has no demand then there will be no money.
So the first step in building and marketing a profitable niche business is to identify and determine that there are demands for that market. This is perhaps the most crucial step because you choose the right market, you can make money. But, if you choose the wrong one, you will struggle.
Many people make the mistake by following their passion first. They think if they like it then other people will also like it. This is the wrong way to approach a niche business. You should look for a hungry market (market that has strong demand) first and then, find or create a product to feed that hungry market.
This Session will help you find your hungry market!
Creating your Fitness Celebrity Brand
Many celebrity personalities develop monster-sized personal brands that have multiple brand extensions, think: Oprah, Martha Stewart, Arnold Schwarzenegger, JLo, Britney, etc. The mass audience loves them and they are impossible to ignore…unless you live in a cave. Regardless of which avenue they choose to explore their fans seem to gladly follow along and help to widen their brand community into additional networks. Branding Personality is so much larger than simply creating a single product or product line. It requires us to recognize the power of influence that a single individual can have on our culture. With the help of the right team these celebrities become mega-stars and guide decisions that range from consumer purchases and fashion, to attitudes, social mores and politics.
This session will help you realize who, what and how you and your brand should be represented
Business Tools and Organization
Just because you are a Fitness Celebrity doesn’t mean you don’t treat your business like a business. There are specific tools that will help perpetuate your “Fitness Celebrity Brand” make promoting that “brand” easier. You will learn what tools you need in your toolbox and how to use them.
Understanding Your Community…Listen to the Music
Community branding has traditionally utilized conventional methods such as television, radio, print advertising and one-to-one marketing as branding tools to create the core of their communities. These tools provide a great tactical approach, but lack a unified strategy that truly targets the ambassadors and develops roles for members of the community to become engaged.
Grassroots campaigns have evolved to counter these conventional tactics and are having greater and greater success. Reaching people without the glam and the slickness they’re used to seeing helps to impress your message upon them in a more intimate manner that feels friendlier as if it’s part of their existing community.
Nothing has a stronger community than music. Band names are brands that have been worshiped by teens across the world for generations now. They’ll buy anything with that band’s name emblazoned on it. Even when it has nothing to do with the music. Why?
Because the music makes them feel. And that feeling is a natural elixir. They crave it. And guess what else? Their friends like it too. They understand. They feel it too. They are kindred spirits and they are part of a community. The lyrics and melodies fill their heads and they have a hard time concentrating on anything else.
There are users of Tide® laundry detergent who interact with the brand and with one another on a daily basis without even realizing that they belong to the larger P&G community. It’s one thing to recognize that a song has many listeners or a product has consumers that become a community, but it is quite another to think of an actual place being a branded symbol in people’s minds.
Relationship Marketing: The Magic of PULL
For years we have been bombarded with a concept called “push” marketing where companies keep banging you over the head with advertising. This concept in it’s original form was based on the “Laws of 7 and 15x” where potential customers, it was thought, needed to be exposed to your product 7 times to gain awareness of the product and 15 times to actually make a purchase.
This is so not true anymore. Consumers are developing relationships with the products they buy as is confirmed by Apple products such as the iPhone, Mac book, and iPod. These same consumers are what is known as “Fans” that help refine and build the brand by giving constructive feedback, creating applications or just using the product in their everyday life.
In this session you will learn how to create fans for your “business” or “you” and develop a huge fan base that will help you build out your brand.
Saturday, February 27, 2010
Understanding What Media Can Really Do for You
The biggest mistake many wanna-be Fitness Celebrities make is not understanding what the media is really there to do. What they can actually do…and what you should do to get them to notice the difference you are making.
Real Secrets to Developing Relationships with the Media
It not how great you are, or how much you know or really that you have a great personality…it’s all in who you know. This session will show you exactly how to go after the media and the best way to develop relationships that will last a lifetime.
Writing Press Releases, Media Pitches and Your Press Kit
No one in the media isn’t interested in helping you make money or driving visitors to your site. They are looking for a story that will be interesting to their readers, viewers or listeners
and pleasing to his editor. He could care less about your credentials, how great you are and commitment to your customers. He wants to know only the info that will help him craft a good story about teens and their weight.
We will also go over in detail what needs to be present in your Media/Press Kit. Which is the very tool that will help you get noticed by all media outlets.
Elements of the Interview: Getting YOUR Message Out!
You got on TV, Radio or landed an interview with a reporter for big newspaper in your area…now what? So many fitness professionals finally get the opportunity to get in the media but wind up sounding like an idiot and totally waste the publicity…or worse create a negative attachment to their brand. In this session we help you craft your message in a simple, concise and easily communicated “Brand Message”. So that when people think about fitness, weight loss or diet and nutrition… they will automatically think of you!
Radio Interview Lab
This is absolutely a one-of-a-kind interactive workshop. You will have the opportunity to sit in front of the “mike” with a “real” Radio Personality/Host in a simulated radio setting. Your interview will be recorded to an MP3 file for you to take home. Each interview will be critiqued, so that you understand what you need to work on when you go back home.
TV Interview Lab
Is very similar to the Radio Interview Lab except that you will be placed into a TV interview setting with a local TV Personality. It will be a real time TV interview with “Hot” lights, mikes and real TV video cameras. Are you ready for your CLOSE UP?!
Sunday, February 28, 2010
The Fitness Celebrity and Web 2.0
Creating Content for the Web…blogging, websites and more
Understanding Google and My $40,000 Secret
The Real Secrets to getting to Number 1 on Google
