Active Aging For Fitness Pros: From Research to Motivation to Marketing That Works
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Fitness Professionals who work with or are expanding active aging programming will identify how to take research on what clients needs, and combine it with the emotional reasons customers want it, for optimal marketing that helps more, sells more and creates more profit.
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Active Aging For Fitness Pros: From Research to Motivation to Marketing That Works
- 1. Active Aging Programming Gems PRESENTED BY © 2014 IDEA Health & Fitness Association. All Rights Reserved. Debra Atkinson, MS, CSCS www.ideafit.com
- 2. Active Aging Programming Gems 1. Present Recent Research & Apply it to Program Opportunities 2. Identify titles, names, and labels that are active aging friendly 3. Define marketing opportunities, staff education, older adult education www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 3. Age Is Just A Number • • • • International Council on Active Aging • All tools are functional: individual and situation defined American Council on Exercise Hearing, Vision, Vestibular, Stiffness, Injury Functional: Foundation First, Mobility, Core, Balance, Multi-planar www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 4. Coal to Diamonds www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 5. www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 6. www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 7. Real GEMs • Will Come from YOU marketing with a message so powerful • It reaches the emotional motive your client has for participating • • Research information alone is not emotional Distinguish yourself from the rest and reach a customer based on their words and fears and motivations = diamond www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 8. 8/10 “Don’t Believe Marketing Targets Me” www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 9. Ability vs. Age: ICAA • • • • • Athletic Already Active Getting Started Needs a Little Assistance Needs Ongoing Support www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 10. Physical • • Joints Prior Injury • Age-related Ankle decline • Inactivity-related Hip decline • Hearing and Vision www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 11. Cognitive • Memory • Reaction skills • Problem Solving • Dimentia and Alzheimer’s Reduction • Dual Tasking www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 12. Emotional Feel Attractive More Job/Career Opportunities Be More Social Have Purpose Be Appreciated Be Acknowledged Break Through Barriers of Generation www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 13. Social • Before and After Classes/Sessions • Encourage Connections with Coffees • Provide an Awareness of WellnessEnhancing Activities • “Social Proof” www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 14. The Graying of Social Media Use 60% of 553 Individuals 50-64 43% of 356 individuals 65+ •Facebook •Linked-In •Google+ Adoption tripled 2009-2013 (Pew Internet August 2013) www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 15. What’s In A Name? www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 16. What’s In A GOAL? • • • • • • Getting Started Fear of Falling Inability To Do ADL Pain Doctor’s recommendation Health Measures www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. • • • • Staying Active Remain Healthy “Stay In Shape” Feel Better About Self
- 17. Earn Their Trust Go Where They Go: college for seniors, alumni centers, Botanical gardens, museums, women’s groups, church groups, philanthropic groups, retirement communities, 19/27 million on FBook Host a For-Them Event: in your club, for them, invite your already-active agers Take Care of Them: Provide a discount perks club with other older-adult friendly programs www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 18. >Present Studies For Scientific Basis >Present Marketing By Emotion Appeal >Provide an Interactive Opportunity >Generate Program Ideas Based on… The Art + Science of Attracting & Serving www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 19. P www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. OWER
- 20. MOTIVES: BONE DENSITY & WEIGHT MANAGEMENT, FALL Rdux © 2014 IDEA Health & Fitness Association. All Rights Reserved. Power at 60% (15-20 rep range) results in greater energy expenditure, saving of fast twitch fibers 70-80% to benefit rise from a chair performance • www.ideafit.com • • Power Technique (1:4) two days a week = greater affect on bone density than slow and controlled 40% to benefit gait
- 21. Current Opportunities • Older Adults Exercising Without Optimal Program Design • Older Adults Not Yet Exercising www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 22. Market: Speak To Sell 1. Provide a Newsletter, article 2. Invite to an Event 3. Provide the details to set expectations 4. Outline a group training: 8 week A. 2 week foundation B. 2 week begin power exercises (bands) C. 2 week add additional power exercises D. 2 week all-inclusive full program www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 23. Want To Avoid A Fall? Feel Unstable When You Rise? Sense That You’re More Cautious Now Than You Used to Be? Have vision and hearing losses? Experience any dizziness with rising or change of position? Have you fallen at home? www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 24. Your Turn Your Target Audience List three to five fears they have about physical ability and aging. Choose two or three emotional words Write a Headline Think of an Image www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 25. BALANC www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. E
- 26. Motive: Fear of Falling, Lack of Indepence Fear of Injury 12 Weeks Proprioceptive Balance with Bosu, Ball 2 x 30 minute sessions Alone or with another program Easy entry level program for a less-likely-to-do resistance training individual (JSC Oct 2013) www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Soleus Strength in MiddleAged women linked to increased fall risk (at younger ages) (JSCR Sept 2013) Whose doing this in the gym? No one whose not body building Whose doing it slow and controlled and heavy? No one whose not body building
- 27. Speak to Sell 1. Invite to a “workshop” 2. Show and Tell with interaction 3. 90% Won’t DO it again on their own 4. Low stress entry – frequency, duration, selfview 5. The value: learn what to do, do it in an environment they are safe – and challenged, include chaos rather than isolation www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 28. Have You Had Even One Incidence Of Losing Your Balance? • Do you reach for a stable support more than you did once? • Have you changed from choosing stability instead of fashion? • Do you hesitate to venture out to new environments if it’s dark or uneven ground? • Do you find what you once called simple balance tests are a challenge? www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 29. Your Turn What Does Your Market WANT or DESIRE? List three to five things. Write one to three HEADLINES that would make your target market say “yes, that’s me!” www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 30. Beginners to Active Exercisers www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 31. Fear: Too Much Time, Too Sore, Not Enough Benefit, Embarrasment Previously sedentary older adults exercising One, Two, or Three times a week combined aerobic and resistance training had no significant differences in cardio, muscle strength, lower body functioning. ->adherence, gradual adaptation, fewer obstacles www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Active women over 60 experienced better results with higher frequency of 3 times per week with fewer exercises each, than they did twice a week doing all (JSC Research July 2013)
- 32. Marketing WordSmithing • How Much cardio and resistance training is Enough? What’s Too Much? • Would it be nice to know exactly what to do, and how to avoid pain or soreness when you exercise? • Imagine you, confident, full of energy, and moving through your exercise program in 30 minutes easily (refusing to act your age!) www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 33. Your Turn • • • Get Clueless Again • Write three long-chain questions …. Be Your Client. Forget What YOU Know. Think Only About What Would Get Your Attention and Prompt You to Do Something New That you feared, felt intimidated about, that you might be taken advantage of…. www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 34. SAFETY www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 35. Those Three Little Words…… Don’t Hurt Me! www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 36. Motivation: embarrassment, intimidation, disoriented, uncomfortable, injury Sleep Deficits: Older Hydration: Older adults drink less overall, coordination, cognitive decisions, judgment (ACSM HFJ, 2013) adults more commonly have sleep difficulty causing coordination impairment (JSCR Oct 2013) Back Care: Stiff often interpreted as stretch me (2009) www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 37. TITLES • • • • Movement Doesn’t Have To Hurt - Seminar Gentle (On Joints) Yoga Moving Through The Years S.A.F.E. – Safe And Functional Exercise www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 38. YOUR TURN Play the Name Game. Clear Beats Clever. Consider the age, the background, the fear, the education level, the readiness level and location of your TITLE. Where will it be seen? Where will it most attract new clients? How clear does it need to be to tell them Why Them, Why You? Create three to five. www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 39. NUTRITION www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 40. No Fear to Motivate? • • • • • Social Lack of Appetite Dissociation From Need Historical Approach Tie to Weakness, Frailty, Fat Gain, Illness www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 41. Edutain and Offer Food Samples Protein needs of Older Adults Not being met by most. 3 x 30 grams a day, pre and post exercise, insulin control. Fat and Weight Loss with 6 smaller meals and snacks spread throughout the day. Maintain = 25% more Greater at breakfast Gain = 50% more Mediterranean Diet in Midlife associated with reduced health risk later (ACSM HFJ 2013; Paddon-Jones 2009, Obesity: AmJClinNut 2007; MSSE 2010; Obesity 2013) www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved. Greater % of protein resulted in better results
- 42. FOOD Rocks! Posts, Pins, Cookbooks • • • • • • Learn to Cook Recipes for Registration….attend and get ___ Cookbook collection Tools, Toys, Technique teaching Dine Out Go Behind the Scenes with a Chef www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 43. Your Turn What Role Does Food Play in Your Market’s Life? How Can You Tie It To Motivation to Exercise? How Can You Use It As a Bridge to Movement? List three to five challenges your target customer has with food preparation, eating, proper components: Write a Headline www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 44. Staying in Action www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 45. What ACTION will You Take Next Ideas without Follow Through are just Ideas. WHAT ONE Idea Do you want to follow through with first? What is your first ACTION? What is the second ACTION? How soon will you implement these? Turn to a neighbor. Exchange contact. Do! www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
- 46. THANK YOU! Debra Atkinson, MS, CSCS debra@voiceforfitness.com www.voiceforfitness.com www.ideafit.com © 2014 IDEA Health & Fitness Association. All Rights Reserved.
Notes de l'éditeur
- Preview- A set up of the Active Aging population, who they are, how to address them, the areas important in conveying what you offer- how it can help them- and appealing to them. Middle- we’ll talk specific recent research and TIE that to program design. Provides Press –Release information, marketing, and a reason to educate to market
- Both examples above give us a continuum – slightly different 80 year olds who perform endurance events, 83 year olds who become certified in fitness for the first time And 45 year olds who are “old”
- The Way We Do It
- Better Way……..Marketing isn’t yet present though
- The starting point. Take your existing programs and go back and use these steps. Who is the ideal customer, participant, attendee. What do they want, fear.
- 49…..emotional reasons that I want to start exercise…. What are the top 10 fears of your customers: Alone, alone and depressed, alone –broke –and depressed, health concerns, unattractive to opposite sex or to spouse, Goals and Aspirations: Be more attractive to the opposite sex, have better job and career opportunities, be able to do what I want, travel, stay independent
- 27.4 Million 55+ use social media, 19 million of those use Facebook, My mother’s 87 year old friend…Faye Are you ignoring them on Facebook or giving them a reason to be there? Pictures of you or of them? Be thinking about the fact that they used to read Readers Digest, Golf Digest..and now they want to digest! Value: family, travel, volunteering, legacy, health policy, what will affect their children and grandchildren These are their motivations. They fear? Falling, lack of independence, embarrassment, getting hurt, soreness For everyone one that doesn’t want to go to a class with older adults there’s one that doesn’t want to go to a class with younger….focus on ability, develop a way to categorize for ability
- Conservative for most of the environments we work in, not all. Yet our greatest opportunities come from working with those new exercisers who have not exercised for years, possibly decades. To be successful marketing to them you have to be able to remember what it was like when you were clueless. Be able to think of that relative of yours who dislikes exercise- or at least their exercise experiences. The one who thinks that it’s a choice to exercise or not. Talk to them in your marketing efforts rather than to someone already active. You’ll have to learn to speak another language.
- Increased need to look at alignment, mobility, decrease stiffness, discuss source of stiffness, challenge within safe parameters Apply Sagittal> Frontal> Transverse in that order and conservatively over weeks for some with static, slow, then dynamic
- -Natural decline in the hypothalamus of 1-2% a year…(memory central) Can be increased with simple regular walking 3x a week 40 minutes (progressed to) -Recruiting fast twitch muscle fibers(2x as quickly lost) and visual issues -repeat instructions and remind frequently -Go through familiar (to you) exercises and stretches step-by-step every time
- Let them talk….before, during and after class, facilitate it, Be their source, Let them provide Social Proof with photos, videos, testimonials,
- Names of wellness letters, classes, sessions, Beware of cute and clever and favor clear Live Well, Age Well, Active Aging, Real Age Reduction, Grey Matters, Silver Sneakers, Spiff After 50, Nifty After 50
- Why do they like Perkins? Set them on a “board,” create events and invite them. In exchange before they leave poll them about what they’d like to see, what they do participate in, their fears
- Format of our time Power Balance
- Suggestions for water exercise, band exercise, light cable exercises, heavier weight training in general
- Small Group- partnering up to reinforce learning, spotting, rest and recovery e.g. four machines – four people, or eight people (recovery ‘coaching) e.g. Four machines + bands – eight people (no recovery- machine or bands) e.g. four machines + bands + recovery (12 people) Maintenance program plus continue with new participant marketing
- An example of marketing questions
- Marketing Questions
- These are probably what they tell you are their goals. When you ask questions about what does that mean, or prompt with “tell me more” what do they say?
- Greatest area of growth potential
- Think about where your marketing will appear. In the zoo or outside it? Already captive audience? Or need to come in? Look at how I have left off parts that can be assumed if you use the right images.
- The three little words we want to hear most? I love you?
- Customer to trainer….
- Avoidance
- Series of sessions, series of recipe cards (brand them)