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The Fitness Marketing S.T.I.P.T Strategy
A Fitness Boot Camp Marketing Post by Paul Mort ( AKA The Boot Camp King) from the UK
S.T.I.P.T- no this isn't an STD!
Instant credibility, 2 appearances in the press, shed loads of leads and 17 new clients (and a possible info product) in just 12 days??
Here's the deal- i recently came across an AMAZING way to get ALL of the above in just a couple of weeks!
WARNING- do not do this if you're not ready to seriously improve your bottom line or if you're a wimp that doesn't like standing up and talking in front of groups!
"Okay Bootcamp 'King' enough of the name calling, just tell me what this stuffs about" I hear you say
No problem- here it is and its incredibly simple but totally kicks ass…
S.T.I.P.T stands for 'something-to-invite-people-to'
In our case, its a small workshop called 'the truth about weight loss- the big fat lies that your gym/slimming club don't want you to know about.
Why do we do this?
Basically its a chance to get a got of people in a room so you can show off your knowledge!
Why's that so great?
Because a lot of your potential clients, especially the overweight guys and gals who haven't exercised in a long tim are too nervous to exercise in front of anyone, regardless of wether thats a 'free trial' or not
Its an AMAZING chance for them to get to know, like and trust you- which unless you've been living on the moon or with your head up your ass you'll already know about right?
Once you gain that trust and impress them with your killer info (don't hold ANYTHING back here) you're onto a winner.
All you have to do is get people to show up right?
Yup, you can invite your list, your facebook pals but nothing beats a good old bit of free publicity- don't forget the INSTANT CREDIBILITY either dude!
Oh its hard to get in the local press is it? Not any more- the Bootcamp King has the answer and its worked every time
So you wanna know the formula?
Big Chris had to almost force me into this with a triangle choke in the bar at the fitness business summit back in May!
So.. (rubs thorax)…here it is:
1- Check ALL of your local papers and find out what each of there 'chosen charities' is. Almost every paper has one- if not CALL the paper and find out. (sometimes charities have their own press officer who can contact the paper anyway)
2- Send in a press release- Email AND post letting them know about your 'charity seminar' that you normally charge $100 each for but you're gonna offer at just $5-10 to there readers and donate all of the proceeds to there chosen charity- you can even team up with another local company who 'sponsor' the event. They should DEFINITELY run this story as its for THEIR charity and the more people you can both get there, the better
3- Invite a journalist along to 'review' the seminar
4- Get as many people there as you can- invite EVERYONE, including friends and family just to fill it out
5- Deliver AWESOME, AWESOME content- mine lasts two hours and I tell them almost everything i know and blow them away with your 'stuff'. Oh and make sure you record the whole thing- to do what you like with (you could sell it via your site, give it to bootcamp sign ups as an educational DVD, whatever the hell you like)
6- Make any offer you like. The first time you do this, you can just get human billboards- or you could offer a discount on their first month of camp- whatever you choose
7- Get a giant cheque and have the paper come out and do a story on you handing over the cheque.
8- Follow up everyone that attended with a reminder of the offer you made
9- Basque in the glory of your new found client-getting system you now have in place
I'd love to hear your comments below
Check out Paul Mort … AKA- The Bootcamp King at BootCampKing.com
Comments on The Fitness Marketing S.T.I.P.T Strategy
I like it! I think I could at least fill up an hour … two could be tough
Instant credibility
Free Press
The goodwill of donating to a charity
A bunch of leads
Footage to sell
So powerful and soooo easy!!!
Great post brother, thanks for the info!
That's a pretty damn good idea! Great post, definitely going to set something up…thanks!
Nice one, I'm loving that. I'm putting this in my marketing plan….Cheers Paul and Chris. Have been thinking about a charity event or workshop. Magazines and papers have their own charities link up?? I gonna check this one out….thanks again.
I think this is a really irresponsible way of trying to create credibility. One of the lamest things I have ever heard is to dis credit health clubs and slimming clubs for your own gain. This is why we only attract a small percentage of the population to structured exercise.
Sure, explain the process of fat burning and weight loss in a clear way and demonstrate your knowledge but not at the expense of the rest of your industry.
I work in sales and never get into a discussion about competitors.
If you are that good Paul (The King!!) you shouldn't need to disrespect your piers!
Not impressed!
it all sound great, but i have a few questions:
1. once they get all of the amazing content, how do you transition into selling the bootcamp?
2. do you do signs up right there or do you contact them about it later? I would think that people would think that you were just trying to make a buck if you were selling your camp that night…but I could be wrong.
3. Would a grab bag w/ a free 2 week trial pass in it or a $100 gift card be a good thing to give away so that anyone that doesn't take action on the human billboard offer still has a way into the program?
Just trying to tie up the loose ends on this so I can take action…thanks guys!
S.T.I.P.T = brilliant. People love events!
That's genuis.
Great tips! I'm putting my workshop together as we "speak"! Thanks for the connection Chris.
Paul Mort you walking, talking LEG END. Hows tricks bro? Am impressed mate. See you in greens soon bro for cheeky poached eggs
Hey Chris,
I did something like this and it was huge. Too huge. It is a great way to get a ton of leads. Keep giving the awesome info.
Thank you,
Cory
Great post King.
Rick Kaselj of ExercisesforInjuries.com
Papers have "chosen charities"? Can you expound on that?
Love it man,
Your gonna be getting a skype call soon to fill me in on the particulars
PS.
you only know 2 hours worth of stuff morty?
tut tut
B
Brilliant Idea Mr Mort !!
I am gonna use this for starting up my youth camps. Thanks
Good tip! Simple and effective idea. But are we (industry) telling then the truth? Or just some bullshit? I say this because from my experience, a lot of "professionals" in the fitness industry have 2months certifications, don't know what's the biceps for and call themselves "experts". We all need to sell and marketing is fundamental but using this "adjectives" don't help to our credibility.
STIPT sounds like a pretty good system. Thanks for the info.
hey guys thanks for the feedback..
@lee- newspapers normally have an 'adopted' charity that they work with, if not a local charity who would really benefit would be great!
@George- I'm not sure how gyms and slimming clubs work where you are but here they take peoples money and don't care about results. cookie cutter programs, diet drinks etc- that is NOT my industry. I like to think i'm not in an industry but a PROFESSION. anyone that sells microwave meals are making people sick and tired and thats not what i'm about. good luck to you if you're in that industry
@Joyce-1- i invite the action takers to try my camp for free for a week.- works a treat! -2- BUT if they want to sing up then, then i let em, I usually offer a small discount as a thank you for putting up with me 3- PERFECT
@Ben- a lot of newspapers will have a charity that they help out a LOT, some even have their own charities- the best thing to do, is read you local paper for a few weeks and keep an eye on which charities they seem to do a lot of work with.
oh guys- before i forget, you guys that went over to my site http://bootcampking.com- its not quite ready yet, but i should have it up and running by the end of today
Hey Joyce
I gave everyone that attended a trial week but some wanted to commit on the night and did £500 of new campers there and then plus an extra £1000 in conversions from the trialists.
Pauls sh*t is awesome!
awesome…thanks Paul!
Okay Mark, sounds good! I will try it and let you guys know how I do…
I've actually tried this myself very successfully. I didn't get to have the reporter at the workshop, but it's the most packed workshop I've ver had!
Anna
IINLP/Hypnosis Coach
Hi Paul, genius idea! I have done some work before with charities giving sessions away at auctions which has worked really well for me. This is next level shiznit though, great shout!