I seldom watch television with a couple of exceptions.
I like to watch Sunday Morning on CBS. I like this program because it is generally more positive and educational that most television programming.
Last Sunday a feature story was on the department store, Nordstroms. They are opening a new department store in New York City.
New York City needs another department store, right? Of course not!
It’s a crowded space, very much like the fitness industry with its share of crowded spaces.
Nordstroms know this fact and still, they persist. They admit it. They talk about it. They very cleverly turn it into a marketing strategy.
The President of Nordstroms was interviewed about the decision to enter the crowded market space in NY City and he said, “New York does not need another department store, but they need a Nordstroms.”
Wow! He hit it right out of the park with his pro-active approach to the obvious challenge he was facing.
He positioned his business as unique in such a way that everyone listening naturally wants to know why.
He grabbed everyone’s attention, the purpose of marketing at it’s most basic level.
Then he backed up his bold claim.
There is much to learn here. We are in a very crowded market space. Chances your community does not need another fitness center. Do you, in spite of this reality, believe your community needs your program? Can you articulate why? Can you prove it in seconds?
If you build it they will come, works good in the movies, but can cause massive problems in the real world.
Why does your community need you and your brand of fitness? How do you get this message out to your ideal customers? Most importantly, what results are you getting from your initiatives?
In the end, it’s all about customer experience.
Right after the President of Nordstroms made his bold statement, the camera zoomed on one of the features of the Nordstrom’s shoe department. They have a beverage bar right in the middle of the shoe department.
Yes, the people of NY City need a Nordstroms. They need it not because they need another department store, but because they (like all consumers) want to buy, and want to enjoy the buying experience.
Our clients and members are hungry for experiences too. That is why they buy from us.
Want help with ideas that will make your fitness business the best, in fact, the only choice in your crowded market place?
We help owners and trainers do this all the time.
Let’s talk. It’s on me.
