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Offline Marketing Campaign
Seasonal and Year-Round Campaigns

Understanding this campaign:

In addition to the online campaigns we created for you, we also created these excellent offline resources. You can use them as stand-alone ways to generate interest. Or as supplemental lead generation tools to drive people to your online materials.

The ideal scenario would be to coordinate your online and offline efforts. Ideally, two or more of these options would be run in parallel with each other (vs in series or one after the other).

In addition, all the resources here use the “free phone consultation” Call To Action (CTA) as it’s proven to be the most effective for one-on-one coaches without a big client acquisition budget.

It’s therefore imperative that you (and staff, if applicable) practice the phone scripts provided.

Note: With all of these assets, the location for you to type in your specific information is indicated by ‘< >’ symbols. Simply replace each instance with the information indicated.

Also Note: We chose generic images for each ad that allows for large copy spaces to incorporate all the words. If you’d like to modify these ads for your clients specifically, you can work with a local designer to alter either the images and/or the copy. Because you’re starting with pre-written copy and design templates/ideas, the process should be quick and inexpensive.

Assets provided below:

  • 4 Newspaper ads (1/6 page)
  • 2 Newspaper ads (1/3 page)
  • 3 Flyers (one for New Year’s promos, one for the fall, and one generic)
  • 4 Postcards
  • 3 Radio ad scripts (one targeting men, one targeting women, one generic)
  • Phone and Consultation Scripts (for when people call in)

Action steps

Newspaper Ads

There are two different sizes here: 1/3 page & 1/6 page.

You will decide which one to use depending upon the policy of your paper and what size ads they normally provide, combined with your budget.

Newspaper Action Steps:

  1. Download the ads and edit in your specific information (name, location, etc.).
  2. Contact your target newspaper and inquire about acceptable ad sizes, rates, and package deal for multiple ads and LEAD TIME (that is, how early do you need to get the “copy” to them).

Newspaper Timing:

If your coaching program starts on a Monday and your local paper delivers on the Wednesday or Thursday each week, you will likely have to get your ad in at least 7-14 days prior to the day you want the ad to run. This will vary from paper to paper.

You should target your largest ad to run the week prior to the start of the program. In addition, you should have an ad in the paper the week prior as well.

Therefore, you would be submitting your first ad roughly 3 weeks prior to the start of your coaching program and you next ad 2 weeks prior to the start. Please be aware of these lead times.

The newspaper will have graphics people to help with sizing, but your content should not be changed.

Flyers

The flyers may be used in multiple situations. These are basically larger, more detailed versions of the newspaper ads. In addition, printing off flyers tends to be a far less expensive option than other offline options.

These can be used:

  • To be included in a local promotion or event as part of a ‘goodie bag’
  • To be placed in upscale businesses in the area at the checkout counter
  • As an inexpensive “self-mailer” with handwritten addresses
  • As part of a grass-roots, door to door drop off
  • As a handout at local charity and community events
  • By placing the flyer under the windshield wipers in parking lots
  • Serving as a full-page ‘ad’ in a high school sports program or local program
  • As a static ad on community cable channels

Select two or more of the options above and act on them right away!

NOTE: It is against the law to place any item like this inside a standard mailbox. I do home to home delivery, placing the folded piece under a mat, tucked inside a storm door or secured in some other way is the way to go.

Flyer Timing: 

Again, all flyers should be delivered within a 14-day start date for your program.

These can be printed off as needed, which is the best advantage.

Radio ads

Radio is NOT just reserved for nation-wide “weight loss pill” or franchise businesses. Many local radio station ad rates are actually quite affordable.

Contacting the station directly may NOT produce the best pricing, however. Local ad agencies often buy large chunks of time at a discounted rate and can pass these savings to you.

The station or ad agency will often have professional staff who can actually “voice” the ads. However, it is possible you can record the ad yourself, but for quality purposes, this would need to be done in a professional setting.

On the upside, radio ads will differ from newspaper ads and postcards in that they can “appear” far more often through the use of short and (ideally) frequent 30 second ads.

Radio Ad Timing:

The same timing rules apply here. A ‘saturation’ of the specific timeframe, close to the start date of your program is necessary. Perhaps 10 days or less.

Action Items:

  1. Review the demographics of each local radio station you are considering. Bear in mind, your preference for a station may NOT match that of your target demographic. It is important to consider stations outside of your normal listening patterns.
  2. This may involve a review of your “ideal client” and knowing their listening patterns.
  3. Contact local ad agencies and inquire about ad rates at these target stations.
  4. Contact that station directly and inquire about rates through their in-house sales teams.

But wait…

Although we created these very comprehensive campaign outlines for you, you’ll need to bring a baseline understanding of marketing principles/tools and some basic marketing competency to deploy them. Or you’ll need to hire someone who can help.

Assets

Newspaper Ads – One Sixth Page

Here’s some sample copy for a host of ads you may choose to run. As with all the other marketing assets we’ve shared, these are yours to do with as you please. So customize them to make them your own.

One-Sixth #1

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

One-Sixth #2

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

One-Sixth #3

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

One-Sixth #4

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

Newspaper Ads – One Third Page

One-third #1

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

One-third #2

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

Flyers

Fall Consultation

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

New Year’s Consultation

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

General Consultation

Click here to download the image file in color.
Click here to download the image file in black and white.
Click here to download the text file.

Radio Ads

Female Prospect

Click here to download the text file.

Male Prospect

Click here to download the text file.

Phone and Consultation Scripts

Phone Script: Incoming Call

Once you actually get them on the phone, you can follow the example phone script below to walk them toward the next steps.

Note: This script should be rehearsed multiple times prior to running promotional ads of any kind. If you’re a solo operator, find a family member/friend to play the caller. If you have staff, this script should be reviewed and role-playing should take place at a staff meeting(s).

This script is accompanied by a question sheet with the information you will need to know and the questions you will ask in order to keep the conversation flowing. Have this handy at all times.

Success will be increased if the client feels you are listening to their concerns. Avoid the trap of being eager to list the features of the program and how ‘awesome’ it is…instead of listening to the prospect.

In short, ask a question and then stop talking. Listen.

At this stage (the first conversation) you are NOT trying to make a sale over the phone. This is unlikely as you haven’t yet built a trusting relationship.

Therefore, your goal should be to set another meeting with the prospect. Face to face is best (either in person or via Skype or video call if you’re doing online coaching).

At all stages of the interaction, it’s helpful to speak to the caller as if they’re already a part of the program. As if the decision has already been made. “after we get started…”, “once you’ve been doing this for a few weeks…”

As salespeople say “presume the sale”.

Additional comments below are preceded by ‘##’ and are not part of the script.

In the end, the purpose of the call should be to:

  1. Establish rapport with the caller.
  2. Determine exactly what they are looking for! Not every caller will be a match for this program. Trying to force a fit will not serve you or the caller well.
  3. Explain the details of the program is such a way that the caller sees your coaching program as THE logical solution to their weight management issues.
  4. Overcome obstacles. Price, time, etc. This should be the last thing you address in the conversation.
  5. Set up another meeting / consultation / assessment.

Click here to download a text file of the phone script.

Phone Script: Question Sheet

It is not necessary to ask all these questions. Some will fit, some will not. However, these will keep the conversation moving forward and allow you to gather key information. Check them off as you run through the list…

Click here to download a text file of the question sheet.

Download files with all the campaign #4 assets here…

Note: file formats are opened in Adobe Creative Suite software. ]

 

 

 

 

 

 

 

 

 

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