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Getting Your Marketing Reps In

Getting your marketing reps in
In another life, one of my clients was a gym franchise. We spent the bulk of their not paltry budget in the first quarter of every year. Why, you ask? Because that’s when people are signing up for gym memberships. Don’t believe me? Take a look at these memes.
Gym in Dec / Jan - meme
Gym in Jan / Feb - meme

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:

Those are just the tip of the iceberg when it comes to your 20 min marketing work out session options. I promise if you take the time to think about these things and communicate with your agency and partners on these topics, your business will improve. Gradually at first, but over time you will start to see those small improvements turn into big long-term gains. Best of all, those Phase Two panic moments will all but disappear, unlike that stubborn dad bod that has you going back to the gym each January 1st.
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