So, what happens with the vast majority of these Q1 gym goers? They fall off the wagon pretty fast. In fact, today I saw an advertisement for a gym that said today was “Quitters’ Day” and if you made it past today you were doing better than 80% of those who started January 1. Kinda crazy when you think about it.
Why am I talking about gyms and failed fitness goals? Far too often, marketing is treated the same way as a New Year’s resolution. “This year we are really going to focus on marketing, building our brand, and driving meaningful communication to our customers, both new and returning.” If I had a dollar for every time I have heard that or something strikingly similar, I would not be writing this blog post. I would probably be on a beach somewhere catching some rays.
The Marketing Cycle
The Marketing Cycle usually goes a little something like this:
Some practices go through the entire Marketing Cycle a couple of times a year; others maybe once a year.
So, how do you get off the hamster wheel of committing, forgetting, and then panicking? Well, you treat it like a sustainable workout routine. See what I did there? Spend 20 minutes a day or an hour each week focused on marketing – not just numbers and results, but what’s next. After some consistent effort, you will end up surprised at how quickly your overall marketing improves. Not just acquisition, but both retention and reengagement.
What can you spend 20 minutes a day on?
Here are couple ideas: