The marketing handbook for sports & fitness professionals /

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Being successful as a sports or fitness professional requires more than just knowing your sport inside out. Without successful marketing, even the best professionals can struggle to attract and retain new customers. The Marketing Handbook for Sports and Fitness Professionals is the companion for coa...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Martin, Nita A.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : A. & C. Black, 2009.
Temas:
Coaching (Athletics) > Marketing.
Physical education and training > Marketing.
Coaches (Athletics)
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Copyright
  • Contents
  • Introduction
  • PART I MARKETING BASICS
  • CHAPTER 1 THE IMPORTANCE OF MARKETING FOR SPORTS AND FITNESS PROFESSIONALS
  • For new businesses
  • For existing businesses
  • Reasons for marketing
  • Maximise your profits
  • Create a pipeline of new customers
  • Create a repeatable process to get new customers
  • Create demand for your services
  • Demonstrate that you are the best choice
  • Build your reputation
  • Raise awareness of your business
  • Minimise the effects of business famine
  • Focus on delivering
  • CHAPTER 2 DEVELOPING YOUR BUSINESS OFFERING
  • About your business
  • About your competitors
  • About your brand
  • Your range of coaching services
  • Tempting people to try your services
  • Having a range of products that complement your services
  • Having a mix of services and products that work together
  • Identifying cross-selling opportunities
  • Having a strategy for promoting each service and product
  • CHAPTER 3 IDENTIFYING YOUR CUSTOMERS
  • Understanding how your customers vary between your products and services
  • Identifying why they buy
  • Identifying who does the buying and who benefits from the purchase
  • Knowing which of your services, products and customers are the most profitable
  • The demographic of your customers
  • The location of your customers
  • Summarising your target market
  • CHAPTER 4 UNDERSTANDING HOW YOUR CUSTOMERS MAKE PURCHASES
  • Raising awareness of your business
  • Research and pre-purchase evaluation
  • Post-purchase evaluation
  • Customer retention techniques
  • CHAPTER 5 FOCUSING ON YOUR STRENGTHS AND UNIQUENESS
  • Do-it-yourself marketing or getting help?
  • Relevant qualifications and experience
  • A celebrity in your field
  • Review your other skills and those of your network
  • CHAPTER 6 PLANNING TO MAKE MARKETING EASIER
  • The vision for your business
  • Example of a vision
  • Your vision
  • Customer development planning
  • Professional development planning
  • Create a programme
  • Identify your milestones
  • Develop your one-year programme
  • Develop your five-year business programme
  • CHAPTER 7 MAKING MARKETING A CORE BUSINESS ACTIVITY
  • Marketing goals
  • Marketing budget
  • Attitude to marketing
  • Make your marketing achievable
  • PART II MARKETING TECHNIQUES
  • CHAPTER 8 PICK AND MIX YOUR MARKETING TECHNIQUES
  • Introduction to part II
  • Offline marketing techniques
  • Online marketing techniques
  • Techniques appropriate for you
  • What's in part III?
  • Get customers now
  • Complying with data protection legislation
  • Meeting your marketing objectives
  • CHAPTER 9 ENTRY-LEVEL TRADITIONAL MARKETING TECHNIQUES
  • Using your photography skills
  • Using your computer skills
  • Using your design skills
  • Getting referrals from family and friends
  • Getting listed in directories
  • Advertising
  • Offering coupons and discounts
  • Distributing leaflets

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