Turning Marketing Resources into Monetary Gain

In today’s technologically inclined world more and more time is spent on investing in social media.  Traditional marketing approaches are still effective but these methods can be enhanced if the message can be brought to more people’s attention.   I work at the YMCA and am going to put on a yoga seminar in two weekends.  In the past the Y usually markets by putting up fliers, word of mouth, and the scrolling marquee on a very busy road.  All of these strategies work and will be the ones used to implement this program, but as the instructor I want more than this traditional approach.  I do not have control over the marketing but will do what I can to enhance it through social media tools.  The primary tools I will use are Facebook and YouTube.  The class is marketed towards men.  I am not sure yet how to measure if my investment of posting with these two sites will turn into hard ROI except for measuring the turnout and amount of money made.  In this process I would like to increase awareness of the YMCA to college students and men interested in yoga.  When the event is created on the YMCA Facebook I will share it daily by posting it on my wall.  Throughout the days I will post during different times and when the class is a few days away I will look at the number of likes and comments that I receive and analyze what times of days worked best.  Along with this I will make posts to the YMCA about mens yoga from YouTube.  Along with this I will try and post some inspirational quotes and reasons to try out yoga.  This will all be soft ROI that I am hoping will turn into monetary gain for the YMCA.

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3 Comments

  1. Sounds like a great program you’re offering. I’m wondering about using Twitter too, as it may enhance your other social media tools. I’m thinking the retweets would provide some additional interest, soft ROI and ultimately the hard ROI.

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  2. Very interestesting Post Matt,
    In one of my graduate classes we are asked to create a program and then to implement it . Part of our duty is being able to advertise for the program. A recent example was that a local organization created a cooking class for hispanic women. The organization had a spanish speaking staff that was going to lead the program. The only issues was the lack of attendance. Not a single person showed up to the class. Through program evaluation the organization realized that they needed to do a better job of marketing the program. It is crucial to use more than one type of way to market. You sound like you are on a great track of marketing and Cd has some awesome ways to improve! Good luck and I hope your YOGA program is a success.

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  3. Matt,
    I like your post. A few mind shares you can consider when measuring the ROI for the YOGA class.

    1. Remember we spoke about personal branding. Respecting the fact that the YMCA’s advertising efforts, you too have an obligation to yourself to do more to engage, share and inform regarding your personal brand. By doing this you too can do an elementary effort of measuring the effectiveness of your personal branding efforts of this particular class.

    Suggestions:

    1. Although the fliers, electronic billboard and word-of-mouth campaigns are working to bring in paid YOGA participants, how many are repeat participants? How many are new?

    2. Your personal branding efforts should include the following:

    1.Do more than just sharing on your Facebook page (FB) that the class is available. And go above and beyond sharing inspirational YOGA quotes etc. Share blog post you have written on the topic. The post can center around topics such as
    2. Why are more men participating in YOGA? 2. How does strengthening your inner core helps prostrate health or heart health?
    3. Suggested workouts for someone who is getting into YOGA
    4. Books to read ( create a Matt’s best books to read list – make yourself an authority.)
    5. Create guest bloggers. Guest bloggers are those you allow to contribute to your blog. These guest bloggers could be a few of the participants, past and present who are really enjoying the class, it’s teacher and the benefits and are willing to share via guest blogging how the class is helping them.
    6. Get video testimonials and post them to You Tube.
    7. Take the video testimonials and share them on your FB and Twitter account. Also share the links of the guest bloggers on your FB and Twitter account.
    8. Ask how many are past participants. This way you can measure is the Y’s advertising bringing in more new vs. previous participants.
    9. Create a Pinterest page that is linked to your Twitter account, Blog and Facebook account.
    10. Add relevant links to share, in addition to inspirational quotes. Adding/sharing links to other YOGA references and materials adds to your efforts of becoming a thought leader in the field of YOGA.

    The efforts I listed above should be more to enhance your personal brand and if teaching YOGA is what you enjoy and plan to continue to do in the future, then these efforts will assist in positioning you as a thought leader in this field, especially in your local region. You can use cost-effective tools such as Hootsuite etc., to measure your personal branding efforts and Soft ROI. You can use Excel to measure the engagement activities on you blog, Twitter, Facebook, Pinterest and Youtube account in addition to the YMCA’s Hard ROI.

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