Personal Fitness Professional Winter 2021

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FEATURE ARTICLE By Justin Hanover

www.FRNation.com

IT’S TIME TO RE-ASSESS YOUR MARKETING MESSAGE

Shifts are happening… you can either evolve with the changes or be left behind By Justin Hanover

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feel like a broken record when I keep saying this past year has been a wild one, but it is simply the truth. It has altered quite a bit when it comes to how we run our fitness businesses. So, as we move forward establishing new practices it’s important to understand why these shifts are happening. A common concern we are seeing across the board the past 8-10 months involves marketing. Many fitness professionals are not seeing the response they used to see for their marketing promotions. That can be very frustrating especially if what you were doing before was working.

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That is the nature of business. Either evolve with the changes or be left behind. A great example of what happens when you don’t adjust your marketing message for changing times is seen in the story of Kodak. They thought the changes with digital cameras coming out wouldn’t affect them and they stayed their course. As we know, that didn’t hit home with their customers. Their customers wanted the new digital cameras and it showed with Kodak’s dwindling revenue to the point the once powerhouse in the photography world was no more.

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Are you seeing the underlying issue here? It was in the lack of understanding their ideal client. As the market changed they didn’t re-evaluate what their ideal client wanted or cared about. So, by sticking to their original message, that did work, it cost them more than they realized. Their unfortunate story is your success story! How does this help you? It clearly highlights why it is so important to know exactly who your ideal client is so you can understand how this past year has affected them.