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Let's Make a Marketing Resolution!

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Deneen LapradeDeneen Laprade

Soon, it will be a New Year, and as tradition dictates, it's time to make a resolution to get better at something. I say, let's make a marketing resolution! Why not? Let's all agree to work from a marketing plan in 2014. Growing a successful business requires continuous marketing, and continuous marketing can only be successful when there is a plan in place that dictates the what, when and how of it all. Equally as important, a plan helps you track and analyze the results of your efforts to create a road map for the future.

A great place to start is to do some digging and determine where you need to increase your revenue. For instance, how healthy is your dues line? Do you have 30% of your members participating in personal training? Are your profit centers performing at full potential? Assign growth goals to these areas and develop a marketing plan to meet and even exceed your goals.

Once you know the needs of your business, have assigned measurable objectives and prioritized these goals, do some market research. Gather the facts about your prospects. In fact, one of the most useful things you can do is a member plot. Find out exactly which areas of the typical 3- to 5-mile radius from your business have the highest penetration of your members. What do these members have in common? Income? Location? Age? Like my mom always said, "Birds of a feather flock together!"

Use this information to determine how to share your message. I'm sure we're all aware of the "Print marketing is dead" argument. Sure, the pendulum swung to the digital world, but it's back, as it should be. Those of us in the business of creating effective marketing campaigns understand it's the MIX of marketing vehicles that make the magic.

Learn about your members and prospects and what compels them to act. Understand to some extent their behavior, value and loyalty drivers so you can deliver integrated communications that line up with their unique needs. Find the sweet spot and deliver. Let's stop here and look at marketing options:

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