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This was part of our final project that went along with our extensive business plan for the Pilates Studio to use guerrilla marketing and some other simple and affordable suggestions that we thought they should implement in order to grow their business.
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+Kristen
Dangora Kayla Murphy Lino Samide
Steve Sampson Alexa Shanahan Jerad Stahlinski
+Purpose of Report
Goals of The Pilates Studio
Market Research on:• Current
Situation• Market• Customers• Competition
New Marketing Plan
80% Online20% Offline
+Background of TPS
Partnership Business Model
Located in Hadley, MA
2012 and 2013 Best of the Valley Award Recipients
6 employees and 3 main services offered
Products and Services
• Pilates Apparatus Session
• Mat Classes
• Gyrotonic Exercises
• Physical Products Offered
Current Marketing StrategiesThe Pilates Studio Hadley:Current Target Market for Current Marketing Strategies
• ThePilatesStudioHadley.com
• Social Mediao TPSH's blog o TPSH’s twitter o FaceBook o YouTube page
• Massappeal
• Physical Marketing-o The Valley Advocateo Business Cardso Flyers
• Word of Mouth
+Problems & Issues
Organizational Strategy not efficient
Advertising technique
Social media presence
No marketing budget
General confusion about what Pilates is for
+Perception of Pilates
UMass Students' Perception of Pilates
+
MARKET RESEARCH
+Market Research
Market Trend Purchasing Factors
Factors of Resistance
Other Purchasing
Factors/Trends
Target Market
+What is the Market?
66 535 people(Pioneer Valley)
“….total category revenues for fitness clubs increased from $15.9 billion in 2005 to $20.3 billion in 2010”. Health and Fitness Club Trends, June 2011, Mintel Oxygen Database
+Finding Criteria for Segmentation
Market Trends
Pilates training has shown an increase of 40% from 2000-2001.
Studies show that just the 42% of people ages 18/24 have a gym membership
….
Factors for Purchase
Improve their overall health, start living more of a healthier lifestyle
Fix minor problems with their health
Post treatment to physical therapy
…
Factors of Resistance
Lack of Finances
Lack of available Instructor
….
+Criteria for SegmentationGender„Women are more likely to do more low-impact activities, such as yoga, Pilates, and dance.“ Mintel Oxygen Database, Exercise Trends
Age
Income„Respondents with household incomes under $50,000 are more likely to work out at home, a considerably less expensive alternative.”Attitudes Towards Diet and Exercise -US- January 2005
+Target Market
Target Segment
89% Female Main target market
45-54 y/o To capture younger market you must use: Health - Well Being - Sex
appeal
11% Male Should find another way to target males
Meet Women - Back Pain - Stretch To Help With Manual Labor Jobs(preventive medicine) - Health - Better Sex Drive
Lifestyle Considerations "Healthy & Active Lifestyle" Under $50,000
4/5 of respondents would exercise if they had: Exercise Games - Exercise Equipment - DVD
+Target Market
New Online Segmentation
Females between 18-34
This makes less than $50,000 annually
More likely to workout at homeBeneficial for online market potential to join
online classes
+Competitors
Pilates Facilities
Amherst Pilates Amherst
UMass Amherst Campus Recreation
Center Amherst
Movement Innovations Florence
Smart Moves Pilates Florence
Renew Pilates Studio Easthampton
Hampshire Regional YMCA
Northampton
Jean Ida Hoffman Northampton
Studio Helix Northampton
The Fix Northampton
+Competitors
LIVE Online Class Websites
GymCube.com
PowHow.com
BalancedBodyStudio.com
+Pricing
+
ACTION PLAN
+Action Plan Overview
SMART Goals
Interns and Staff Utilization
Social Media
Internet Advertising
Video Integration and Homepage Layout
Physical Marketing
S.M.A.R.T. Action Goals; Marketing
S – Specific
M- Measurable/Motivational
A- Attainable/Accountable
R- Realistic/Responsible
T- Timely
Utilizing Faculty & The University of Massachusetts Amherst
Client/Staff Time Management
Take Advantage of The University of Massachusetts Student Body
Hire intern(s)
Interns
Staff Utilization
S.M.A.R.T. Goals
+Social Media
+
=
+
Boards that Brand
Increase Traffic Back to Website
Attract New Clients to
Online Classes
Social Media
+Internet Advertising
+Video Integration Software
New video software that links directly to website
Seamless integration with payment options
+Product Structure
+QR Codes On Materials
+
Questions?
+Factors of Influence
Who joins?People who are looking to: Improve their overall health, start living more of a
healthier lifestyle
Fix minor problems with their health
Post treatment to physical therapy
Certified Instructors Polestar Certification
Intrigued by special equipment offered that no other local studios offer
+Factors of Resistence
Why people do not join:
Lack of finances
Private health clubs are costly causing people to stay and workout at
home
Lack of availability Instructors don't have all the same
qualifications, certificates, and experience
+Other Purchasing Factors/ Trends
Pilates training has shown an increase of 40% from 2000-2001. Yoga and Tai Chi have caught on as well. The current trend toward this type of exercise (low-impact activities) is due to popular celebrities who participate
The key motivating factors in Pilate’s participants are fitness, healing for back problems and/or injuries or increasingly preventing chronic back problems
If the fitness club is partnered with health insurers or government organizations that have vested interest in promoting exercise
Hearing about government or medical research on the benefits of exercise