How to build an Offline/Online Marketing Plan?

Résumé du document

Looking for an internship is a turning point at the end of any studies. I really wanted to find something in accordance with my personality. The work environment I thrive in is one in which I am involved in competition and challenges. I was looking for the opportunity to take initiatives and be autonomous. I also enjoy a rush and an exciting atmosphere because I get bored easily with monotony. A work-place which promotes challenges with some breathing space is definitely what I looked for. To say the least I was not disappointed with what I found in Los Angeles! The story of a small business in Santa Monica caught my attention, I discovered a company which was born on a marketing observation and run by passion. The passion for fitness that Karen Jashinsky decided to combine with her specialization in entrepreneurship. The great marketing idea to create a fitness club for teens is originally the result from the mix between an MBA at the University of Southern California and a certified trainer position. Karen Jashinsky needed someone online-oriented to help with the marketing development to assure a hopeful future for the niche club. The O2 MAX's Chief Executive Officer left the doors open and I could not wait to come in even with little experience but with my own creativity and my European vision...

I came in with the methodology learned at school: observation, analysis, hypothesizes and experimentation. Resourcefulness is not learned in school though it was required to figure out how to make money. Indeed, the company had entered at the end of its first phase, O2 MAX had to start to be really profitable. The objectives were clearly to grow through online means as website and social networks fed by offline activities. Certainly I came at the Right time to the Right place, and I hope I did everything I could do to be the Right person...

I am going to recall with you 3 rewarding months in a thesis around the issue ―How to build an on-and-offline business model?‖. I do not pretend any ―buzz for bizz‖ miracle recipe, just my own non-pretentious production, sometimes inspired of big-names in the marketing world, sometimes inspired of a web 2.0 contribution but most of the time inspired of my own approach. However, the (e)-reality made me realize that my traditional marketing skills were not enough to build a global (e)-strategy. So I enjoyed acquiring the latest marketing approaches no matter the relationship to marketing or (e)-marketing.

Extraits

[...] As far as I know, I did not meet any online fitness companies targeting youth. These companies do not constitute our direct competitors as we apply on a different market, a ―niche market‖. For a small company, this is the best way to remove the competition. However, we do not have the experience or the capability to make a wide market research to discover the insights of our target. Thus in a first time, we need to practice a following strategy, see what the good practices leaders are applying and see how we can adapt them for our audience. [...]

[...] Jeremy Corman How to build an Offline/Online Marketing Plan 53 VIII. WEBOGRAPHY Documents consulted between January and Mei 2010. Athomedia, http://blog.athomedia.com Bemobee, http://www.bemobee.com Burn Fitness, http://www.burnfit.com Conseils Marketing, http://www.conseilsmarketing.fr Crossfit LA, http://www.crossfitla.com Docstoc, http://www.docstoc.com Equinox, http://www.equinox.com Facebook, http://www.facebook.com Fred Cavazza, http://www.fredcavazza.net Google Maps, http://maps.google.com Gregory Pouy, http://gregorypouy.blogs.com International Health, Racquet and Sportsclub Association, http://cms.ihrsa.org Live Strong, http://www.livestrong.com Marketing Charts, http://www.marketingcharts.com Mashable, http://www.mashable.com O2 MAX, http://o2mf.com Presse Citron, http://www.presse-citron.net Seth's Blog, http://sethgodin.typepad.com Spectrum Athletic Clubs, http://www.spectrumclubs.com Twitter, http://twitter.com US Census Bureau, http://www.census.gov Warrior X-Fit, http://www.warriorxfit.com Wikipedia, http://www.wikipedia.org And some other Googling Jeremy Corman How to build an Offline/Online Marketing Plan 54 IX. [...]

[...] Besides, the P-Price has been subject to major changes; first, set according to the competition, it has been also readjusted to fit in the perceived value of the customer. “User centric” If even no quantitative study had been achieved, social media facilitates extremely to get to know our audience and to detect their needs. Furthermore, I realized how we really had to be user centric in our communications on social medias. Also, this is a fact that in social networks we benefit from the weakness of our competitors. [...]

[...] The customer might feel lost and quickly leave the website. I wrote it down some priorities: 1. Making a clear tree structure of the navigation I think is a common negative point in the American web-sphere but some benchmark may help to notice some suitable and unsuitable method Write ALL the information required We are not always award of all the information the customer requires. We can of course find out a part of some missed information but the best way is ti ask to the user himself. [...]

[...] So I imagined a new form of meeting, the running meeting! The application would work like a hub for all the laps of the users to connect them to each other according their present location. For example, I could send a request to join someone who usually runs between Santa Monica and Venice. Then each person would be rated by others in order to reassure people who are scared of having a bad meeting. This might be a new form of dating with the assurance of at least having one interest in common! [...]