The Internet and the Fitness Business

[BFG]

Concise: I meant as in a compendium of fitness ie nothing new just a collection of whats around and that I probably have already. Im a horder I like my old books and a more specialist book more often goes into more detail whereas a "concise" version tends to deliver what the editor/author feels are the releavant points

whoops didnt mean to deviate from topic just my thought process flushing out! Ive spent too long on that word association game arggg

[Deserve]

Originally Posted by BFG

call me skeptical but I like to see what I'm getting first and foremost rather than formulate based on others opinions straight away, maybe its the British way?

Even you are influenced by opinion to some extent. In any case your statement being true then I would consider you an early adopter which is whole separate issue that has some bearing on our conversation. The whole product adoption curve or life cycle is fascinating as it fits into the viral marketing theme. There are people who will jump on something first, the majority wait, other will never purchase no matter what. Understanding the place of early adopters have implication in generating buzz through the chain. I bet Kaiser has some interesting things to say.

[Deserve]

Originally Posted by kuri

Concerning utilizing the internet and new business protocols Wired editor Chris Anderson's The Long Tail (both the book and blog provides alot of good ideas for niche marketing.

I read a review of that book but have not bought it yet although it did peak my interest. We have a good reading list going. I'll try to summarize if this thread keeps going.

[BFG]

Without a doubt but beeing a touchy-feely person I like to know what Im getting first and then see what others experiences of it are before I buy.

Id be interested to see any more links you have on the subject as Im far from an expert on it!!!! The degree course Im co-writing is just about to move onto marketing strategies, I'm supplying the frontline stuff ie what works what doesnt, whats been succesful in relation to the topic specialism and the other co-authors are supplying the technique/skills.

But it would also come in handy for my other projects.

[Deserve]

I already mentioned the book by Rosen which is awesome. The other book I have directly related to the topic Buzz Marketing. It's not nearly as good but has some good examples. HBR has a series of books where they group their popular articles into books. The one on Brand Management has a place in this discussion. I also have a website of a guy we have worked with on Social Network Analysis. There is some interesting reading there.

Those are the ones I can think of at work and not in front of my boxes of books. We just moved.

[BFG]

cheers Mr shall google away tomorrow, I dont wanna get an honorary degree and not have a clue what they are talking about in that section!!!

[kingkop182]

Originally Posted by Deserve

I would consider you an early adopter which is whole separate issue that has some bearing on our conversation. The whole product adoption curve or life cycle is fascinating as it fits into the viral marketing theme. There are people who will jump on something first, the majority wait, other will never purchase no matter what. Understanding the place of early adopters have implication in generating buzz through the chain. I bet Kaiser has some interesting things to say.

I don't really have much to add to the conversation as a whole but just thought I'd go on record and to say that I REALLY enjoyed this kind of stuff when I did my MBA; the whole issue of consumer psychology is fascinating

[Deserve]

I agree I find it interesting to know why Lowes and Home Depot are on the same corner and why grocery stores are laid out the way they are with the tempo of music.

[Kaiser]

Originally Posted by Deserve

Even you are influenced by opinion to some extent. In any case your statement being true then I would consider you an early adopter which is whole separate issue that has some bearing on our conversation. The whole product adoption curve or life cycle is fascinating as it fits into the viral marketing theme. There are people who will jump on something first, the majority wait, other will never purchase no matter what. Understanding the place of early adopters have implication in generating buzz through the chain. I bet Kaiser has some interesting things to say.

Not much to add right now except that early adopters will buy in the introduction stage, usually at higher prices, and tend to have a disproportionate interest in new technology and also tend to influence others very much (the centers of influence Gabe has talked about). So while Mahler, say, may be an influencer, he is not necessarily an early adopter in some areas (as his famous dial-up connection attests to).

Early adopters would purchase and use a product in the beginning of the introductory stage in the graph below. Going back even farther, all products have a life cycle where they are 'born', 'grow', 'mature', and 'die'. There are different economies of scale for each of these phases, and different business strategies that could be pursued based upon the stage.


Getting early adopters to love and start 'buzzing' about your product is a key when launching a new product category. So, going back to my Red Bull example above, Red Bull NA started pushing the product in clubs, where young early adopters congregated. These social animals are the centers of influence in their age group, so they started talking about how they 'had the energy to party all night long' even when they were drinking. The buzz started and moved up and down California (which is where the product was initially launched in the US) without Red Bull spending a dime in traditonal media advertising. Beautiful viral marketing.

Looking at early adopters in terms of viral marketing, they are kind of the first 'call' on the old telephone trees that were popular before the internet to spread a lot of information quickly.

Finally, people may be early adopters in one area, and laggards (or people who buy where the market is very well mature in the graph above) in others. I was one of the first people to purchase a first generation iPod years ago and I remember how many people would ask me about it at the gym where I used it. However, I don't buy video games (like PS3) at all - I am a non-adopter in that category.

[Kaiser]

BTW, the book list is fantastic. I have read Gladwell's book and add my voice to the chorus of praise for it, and heard of one of the others, but a few are new and I have written them down to check them out. Awesome!

[BFG]

oh shite thats me to a T!!!!!! Im an easy kill when it comes to selling me something I see a true benefit in! Im not interested in the latest nano technology more as to "will it serve the pupose of fulfilling my need" or WIFM's

[ninja]

RE: Viral marketing

When talking about that, I can't help but think that is similar to what is going on now as JP "evolves." (I say that as neither a good thing nor a bad thing.)

Basically this place has become; and it was in the past, but more so now; a walking billboard. Look at all the people that have flocked to JP's since his change in approach after the summit. We have trainers that we've never seen before, and that's great, the information has become more accessible. But look in each of those trainers' signatures. They each have links to their website where you can buy their programs. The free advice serves as a form of advertising. You like what you read? Great, just click the link below my words, and you'll get all that info and more for just $100!

A perfect example, and I know that it looks like I'm picking on Kevin, but this is the easiest comparison, is the Fitcast. JP's was the medium through which the Fitcast itself was launched. And the fitcast is the medium through which these trainers are advertising themselves. It's one big circle jerk (so to speak) JP gives what Kevin wants; Kevin gives what the trainers want; the trainers give the masses what they want and the masses give JP what he wants.

It's the way the world works. I'm looking right now into going more towards PR for my degree--discussions like this may be my tipping point--and this is a part of life that we've all come to accept. There should be no shame in doing it; however it should be recognized.

More on quality v. quantity and other things later tonight. (Like a lot later). Gotta go eat then watch Duke.

[BFG]

Ninja if these people are coming to the forum to provide advice for free then why shouldnt they get something back. I think in this life there are few actual free meal tickets. whether its packaged as self development, self actualisation or just a free marketing tool we all get something from it be it professional or otherwise.

you yourself indeed advertise nascar by enlightening more as to the delightful chick behind the wheel (whose name I forget whoops), but that in turn increases exposure for the sport and helps to maintain longevity of your past time. Or with your current avatar you are promoting Borat and in numerous threads because you enjoy his humour, this in turn may encourage more to view his film and indeed may lead to more work by him. So where's the difference?

[Alan Aragon]

Originally Posted by ninja

Basically this place has become; and it was in the past, but more so now; a walking billboard. Look at all the people that have flocked to JP's since his change in approach after the summit. We have trainers that we've never seen before, and that's great, the information has become more accessible. But look in each of those trainers' signatures. They each have links to their website where you can buy their programs. The free advice serves as a form of advertising. You like what you read? Great, just click the link below my words, and you'll get all that info and more for just $100!

This isn't gonna be true with everyone. I posted on BB.com for years without a site in my sig. Once I got my site up & running, I figured it would be pretty dumb to leave it out. Note that I didn't originally post advice under the premise that one day my sig would serve as a marketing tool. I also have free info once you get to my site, so in essence the freedom never ends.. ends.. ends.. (/echo).

Also, I'm not aware of the history of this site, the summit, etc, etc. I just got a tip to check it out from a random email of a forumite here who happened to follow my posts on other sites. And here I am. Since we're being candid (as we should), I have no idea how effective of a time investment it is to post advice like I do on forums. I only spend time at 4 in total. I could be completely wasting my time from an effective marketing standpoint, but really, that's not the intention of hanging out on boards.

But the bottom line is that it's an instant way of helping people out, and there's definite intrinsic gratification in that. Not to mention, the tougher the questions posed by the members, the harder I work to find answers, the more I learn in the process. Not to mention, there are great people/personalities to be met, and I don't mean just for business networking, I'm talking about simply sharing the same vibe with kindred spirits. The "fitness community" in general is a great bunch of people with nothing but good will. There's a shortage of that once I log off.

*ducks wife's rolling pin for coming home too late*

[Deserve]

I agree there is a give and take that goes on in these networks. There is an old saying that, there is no such thing as a free lunch. Everybody is looking to get something. That is not a bad thing like Ninja says and is just part of everyday live. Alan eluded to it but the trainers here get a number of things like, unfettered access to the market, exposure to new ideas, and networking. We as participants get their feedback and limited access to their knowledge base. We all get a sense of being with kindred spirits. None of these seem unrealistic expectations.

I think BFG has it. You can find marketing in almost anything if you look through the right lens.

The viral part comes as these little transactions are spread across the Internet.

[ninja]

Originally Posted by Deserve

I agree there is a give and take that goes on in these networks. There is an old saying that, there is no such thing as a free lunch. Everybody is looking to get something. That is not a bad thing like Ninja says and is just part of everyday live. Alan eluded to it but the trainers here get a number of things like, unfettered access to the market, exposure to new ideas, and networking. We as participants get their feedback and limited access to their knowledge base. We all get a sense of being with kindred spirits. None of these seem unrealistic expectations.

I think BFG has it. You can find marketing in almost anything if you look through the right lens.

The viral part comes as these little transactions are spread across the Internet.

Exactly. Marketing isn't a bad thing. I tried to make that clear. Everyone wants to do everything in their power to promote themselves. Hell, I do it when I try to network with people in my profession. Just getting my name out there is priceless. It's almost more who you know than what you do. But people have to be willing to recognize that. I would consider the Borat stuff more of a subliminal/subconscious effort on my part. It's something that I find truly hilarious--and they're getting exposure out of that-- but it's not something where I think "hey, I gotta promote this movie." Basically, supporting your favorite team is advertising. As far as I am concerned, a Home Depot shirt is the same as a Kansas City Chiefs one. But am I thinking "I gotta get Tony Stewart's name out there, so I need to wear this shirt!" No. I'm showing my approval/like, etc.

And then that kind of leads me into the quality v. quantity debate. Yes, it is who you know, but also, you have to be good at what you do to get where you want to be. It's a combination of both. The people I know in the journalism industry are of no use if I don't prove myself and provide quality work. I could get my name in the paper 40 times this semester doing just a bunch of little shit; or I could write 12 stories that took research and a lot of my time and effort. I think I know what more people would rather have.

Like I've said before in the past two threads, at least to me, quality is much more important that quantity. If you feel that you haven't made your original product the best that it can be, there is no use for expansion. People will look at that anchor, especially if your marketing is aimed towards that. And because people look at that anchor, it needs to be as solid as possible. If it isn't, then why would they spend the extra effort on the accessory products?

A perfect example would be Scrawny to Brawny. I wasn't enamored with the program, there were a lot of typos, and the support that was promised wasn't there. But, I could go and get extra stuff off the internet to compliment the book.

Why would I do that? I didn't like the main product because of the poor quality, so nothing provoked me to go get that extra information. Especially if I had to pay for it.