Befriending the Competition

One of the most respectable aspects of CrossFit that you don’t see in any other sports is that sense of community and competitors really bonding together to bring their training to the next level.   We have all seen it with Lindsey Valenzuela and Sam Briggs, Rich Froning and Dan Bailey.  With just those names, it’s proven success; as a business owner take notes and apply the same tactic to your marketing plan.

 

As an entrepreneur, first instinct is survival mode.  But there is proven success by embracing your competition and making an ally instead of enemy.

            Ever see a cluster of furniture stores all on one street? You might think ‘how do they stay in business?’  They do.  If one store doesn’t have that gem the customer is looking for then a quick referral to a nearby location can make the sale, and keep the customer coming back for more.  I remember at one of the Oakley Action Sports events a rep pointing out to me one of his surf dealers.  He said, “see that guy over there, look what he just did, he’s smart.”  Rumors were that the top surf retailer was going to be opening up a new location a few doors down from a small retailer.  The small retailer could have been pissed, could have bitched and moaned, created some tension with the other owners… could have, but he didn’t.  At lunch, he walked right over to the competition, sat down with the crew and sparked a conversation.  The end result was ‘hey dude if you don’t have something we carry send them our way and vice versa.’  This was several years ago; both are still in business and doing well.

            My favorite example in the community is Stupid Easy Paleo.  While founder, Steph, could have taken the stance of “follow me I’m the best the others don’t compare” (which I agree SEP is) she’s working on building the paleo community and creating partnerships with similar brands.  Recently she featured another paleo blogger on her site in an interview.

Click here to view the site and read the entire article

RXD:

            Create a unified community around the same theme

            Leverage each other and fill the gaps

           

DNF:

            Hostility- creates a bad tension that doesn’t give the vibe you want for your brand

            Poor sportsmanship/negative campaigning- don't try to boost your brand by bringing someone
              else down. 

When to Say "No"

One of the most difficult decisions in business that I've witnessed, especially for a newer businesses, is learning when to say that dreaded two-letter word "no."  From the sales perspective, saying "no" leads to an immediate loss in sales, so "no" doesn't easily roll off of the tongue.  The immediate "yes" from the sales perspective doesn't analyze the long term effect.
Recently, I had to say "no" to several opportunities, one of them being posting to #MarketingRxD.  My plate became quite full with planning a career change, cross-country move, major Oakley event, executing several marketing activations, interviewing and writing a CrossFitGames.com article (found here), and competing in my first CrossFit Competition, to name just a few.  There came a point where something or multiple things had to give.  Did I miss an opportunity for gaining potential clients or notoriety?  Yes.  Did my business plan include posting lackadaisical blogs that didn't have meaningful content because I didn't have time to write a well-though out article?  No.

When presented with an opportunity outside of your set business plan, here are my tips on making the best decision for you:

RXD:
1) Ask yourself "Does this align with my goals?"  When questioning this, many times I've been given the response "but it's good for the brand."  I challenge you to dig deeper, why is it good for the direction you are going in?  What is the expected outcome, now and later?
2) If "yes" is the ultimate decision after analysis then modify your operating plan to add it in.  Include the specific goals for this particular event or opportunity, the why, the how, the measure, etc.
3) If you do come to the conclusion to say "no" then say it the right way (another example below).  My personal example was after interviewing for an east coast position, it was brought to my attention that the start date was several weeks prior to a huge event I was planning in my current position.  Instead of saying "that doesn't work for me," I told the hiring manager something along the lines of: "I think I would be a great fit for the company if selected.  However, in my current role, one of my main responsibilities is planning an event that will be held in a few weeks.  I'd like to see my hard work and effort through and not bail on a major responsibility mid-project."  The end result was the new employer offered to be flexible because they valued my honesty and willingness to follow through.


DNF:
1) An immediate "yes" can put strain on resources and finances.  Will it be worth the last minute scrounge to find capital to invest?  Will your employees be preoccupied with this new project instead of focusing on the meat of your company?
2) You just couldn't say "no" and now your execution is rushed.  This is one of the most common and lethal.  Example: Your business says yes to having a booth at an event because it was offered last minute at a discount rate but half of your product won't ship in time, your marketing graphics are printed on paper instead of having an aesthetic booth that represents your brand, and your best customer service team isn't available.  This can create a bad brand experience and loss of customers that will be hard to get back.
3) Saying "no" the wrong way. I think #3 in RxD says it all.  Here is another example of how to say it right:

A friend of mine opened CrossFit Federal Hill less than a year ago.  In that short time, they've outgrown their space and resources.  While no gym owner wants to turn potential membership sales away, CrossFit Federal Hill decided it was more important to keep their loyal, current members happy until they could expand and accept more members to give that enjoyable experience to all.  Instead of posting "Currently we are not accepting new members" this explanation found on their webpage:

"Starting July 17th we will no longer be accepting new members.  In an effort to avoid over crowded classes, provide individual attention and give our current members plenty of love we will be starting a waiting list.  We are also working to get multiple coaches in a few evening classes to provide more support, guidance and attention during workouts.

If you want to join please email community@crossfitfederalhill.com to be placed on the waiting list.  We will get back to you right away with a response and place you on the list.  Since we are in the city we have people move and switch jobs often so a spot could open up quick!

Our other big announcement is that we have plans to expand in September.  We will be doubling our size and have over 9,000 square feet of CrossFit space!  Once we expand we will open up membership again.  We will have more space, equipment and staff by this time."

 

 

Makes you want to join in September right?  Get all of your marketing questions answered here.

Marketing On Ramp

Marketing 101 to build your brand seems pretty simple but can easily be overlooked or forgotten.  Since most affiliate owners can teach you how to squat but not necessarily know how to place an effective media buy, here's a Marketing On Ramp reminder to help make your affiliate become more recognizable in the CrossFit Community.

RxD:
Logo: Design your logo and don't change it= brand recognition!
Colors: Ever heard of Invictus' Sea of Green?  Despite having phenomenal athletes, they've also mastered selecting a color and sticking to it, they stand out in the crowd.

2013 SoCal Regional- Brick in Orange and Invitus' Sea of Green

Slogan/Tagline:  All I have to say is "Just do it," and it still doesn't get old.

DNF:
Logo: Illegible logos; for example- script logos look cool but often are hard to read.
Colors: Refreshing your colors each time you order t-shirts throughout the year, then that big event comes and 1/4 of your box is in red, 1/4 in black, and 1/2 in blue. Mixed colors doesn't give that unified community vibe, besides it messes up the team photo too!
Slogan/Tagline: If you change this then what does your box stand for? What's your statement?  What else will you #hashtag?

RxD+:
Want to make a statement at the next event, Regionals, or the Games? Keep your box's logo, colors, and tagline the same but add a unique component.  Example: At the 2013 SoCal Regional, did you notice these shades?

2013 SoCal Regional- Jarett Perelmutter, Brick CrossFit

For more advice on making your affiliate successful and profitable, email.

Anniversaries

It's always good to reflect and respect special benchmarks (good and bad) in your life.  I tweeted the other day that I have a few special anniversaries coming that I'd like to share because it will give insight to where I am today, crazy how time flies!

4 year Anniversary- Cross-Country Move:
  July, 2009 I decided to leave my tenured position as Spanish Teach in Inner City Baltimore to pack everything I could fit in my car to move to California on whim to pursue my dreams.  My goal was to work in Marketing in the Sports Industry, particularly Action Sports. Through hard work and networking, I was able to land contract consulting positions with USA Water Polo, TCA Volleyball, and OC Marathon for most of my first year in California. Then I landed the below opportunity and now have the position I've always wanted.
  Rx Lessons:
  Follow your Passions
  Take Risks
  Network, Network, Network

The Grand Canyon on the road trip to CA

3 Year Anniversary- Oakley:
  June, 2010 Through my contacts at OC Marathon, I was able to land an interview at Oakley (funny story- I brought my parents with me to the interview since they just flew in to visit for the first time).  After a few interviews, I didn't get the original position but was offered a temp position in the same department.  I jumped on it to get my foot in the door and prove what I could do, which I quickly did- I went from temp to managing a $5M Regional Marketing budget.  I'm blessed to work with the best director, I've learned so many valuable lessons from him and he's given me so many opportunities.  Some accomplishments in my time here:
  Interviewed/Trained 6 additional team members
  Development of the Global Direct Marketing tool
  Launched and advanced development on a universal Marketing site (that manages budgets, monitors
    Marketing collateral requests, tracks spend, and calculates ROI)
  Identified the need for an Oakley Marketing App
  Successful integration of an automatic forecasting system
  Increased window campaign graphics (and some kick ass concepts too!)
  Rx Lessons:
  Learn, observe, ask questions, take notes, from an expert
  Swallow your pride to get your foot in the door
  Never settle- with your position, with your processes, with what is "given" to you, with anything.





Successful 3-D Window Concept at Foxwoods Casino

1 Year Anniversary- Hypertensive Crisis:
  June 2012 I had just officially completed my beginner class at a CrossFit affiliate, tons going on in the office with the Olympics and the eve of a huge Women's event I was apart of the planning team.  I had woken up in the middle of the night with an odd headache, that continued throughout the day despite taking ibuprofen then I started with dizzy spells.  I just knew something didn't feel right and after convincing from family and friends I finished work (and errands) and drove myself to the ER.  They took my vitals at check in and then told me to wait; it was packed, I thought about leaving.  Why was I here for just a headache while others are bleeding, bones sticking out, appendicitis, etc?  I waited for about 2 minutes when the nurse quickly called me back.  I was immediately hooked to a monitor without knowing what was going on- my blood pressure was 215/122.  The average should be 120/80, someone in healthy condition like me should be even less.  I was having a hypertensive crisis, which meant my BP was in the stroke/heart attack range.  It was scary; I spent months going through tests, so far genetics is the only answer as to why I have to take meds infinitely.
  Rx Lessons:
  Be authentic, meaning don't make your brand sound like a robot with scheduled Social Media
    postings.  Have some compassion, share your story, relate to your audience.
  Listen to your gut, intuition is usually right

1 Year Anniversary- Official CrossFitter:
  August 2012 After being introduced to CrossFit in 2009 through a friend who opened an affiliate, I started following the sport and dabbled in doing CrossFit style workouts on my own at the Oakley gym.  I came to the realization I wasn't pushing myself nor did I know all of the proper techniques so I took the plunge and joined Orange Coast CrossFit, and like thousands of others around the world it has changed my life.  It has become my life- I train min. 6 hours/week, received my Level 1 and coach, joined the CFG SoCal Regional Media Team, and recently was able to connect my 2 passions Oakley and CF.
  Rx Lessons:
  The community is like no other- I've made lifelong friends, networked, business partners; there are
    endless opportunities.
  Performance-Obsessed (this is also a value of Oakley) its gets you hooked to perform your best
    which then translates to meticulous details in other aspects of life.

When I first started at OCCF and needed a band to do pull-ups

For more information on how to take risks, never settle, be authentic or performance-obsessed with your brand (personal, affiliate, product, service) email

Winning

We're competitive by nature and love to win, it's no new idea to add contests/promotions/sweepstakes to your Marketing Strategy.  Now that we're in the full swing of The CrossFit Games season and the low barrier to entry that Social Media provides, social feeds seem to be clogged with "enter now" "tag this" "like that" etc.  Most Marketing sites will recommend contests to grow your brand, but are all contests a win-win situation with a positive outcome for the brand? Absolutely possible, with a well drawn out set of guidelines and official rules.  But as always, when not executed on the right terms, there can be some serious issues.  You decide if it's worth the investment to reach your goal.

Majority of the promotions now-a-days are called "User Generated Content" (UGC).  Think- Instagram Photo contest by #uniquehashtag with you interacting with X product.  With UGC, most entrants will already be consumers actively interested in your brand so their responses are likely to be more authentic. 


***UGC Contest Example***

Here are the benefits of RxD contests and then some DNFs to take into account with your strategy:

RxD:
1) Inexpensive Advertising: With a UGC contest, outside of the prize (and after dealing with #1 on the DNF list), you generate a lot of content to be used and shared.  And let's be honest, the prizes don't even have to be that extravagant, people just like their 5 minutes of fame to say they WON.
2) Sharing the Brand: Word of mouth is still one of the most powerful means of Marketing, and in this sense Digital counts too. Consumers are more likely to buy a product based on a personal recommendation.  More simply, Digital sharing builds your fan base to friends, friends of friends, and so on.
3) Consumer Ownership in the Brand: Keeps the consumer engaged, makes them feel like they are apart of the brand and this can lead to an unofficial ambassador of the brand (correlates back into #2).

DNF:
1) Legalities: Federal and State laws govern the usage of contests, as well as each medium of Social Media have their own usage rights.  Research and legal advice is key, along with a well drawn out set of contest rules, so you don't get underwater with enforcement .  With UGC contests, usage rights and performer releases will have to be cleared if the submissions will be used for further advertising.
2) Control over the content: When the consumer is in charge of the content that will be posted, you lose control over the content being shared.  Will it be brand right?  Will it be positive towards your brand?
3) External and Internal Business Risks: Will the consumer be unhappy if they think the contest is unfair?  Will the response be worth the investment?  Will it drain your internal resources collecting entries?

For more information on effective, legal contests email

Social Media RxD

Social Media has become the most efficient, effective, and inexpensive means of Marketing in the CrossFit industry, amongst most other industries.  Athletes use SM to gain a following and make themselves more marketable to sponsors.  Affiliates use it to keep in touch with the CF community and their own community.  Brands use it as free advertising and customer service. 
Who are some exceptional users of SM?

RX:
Shaquille O'Neal (Athlete): Shaq was one of the pioneers to use SM as a tool to become more marketable as an athlete (as if his championships weren't enough).  With the help of a Digital Media company, in 2011 Shaq released a video of his retirement to his fans that went viral. 
More Followers/Views= More Influence= Higher Marketability= More Sponsors= More $
Check out his video HERE

Christmas Abbott (Athlete): In the CF world, Christmas hasn't ever won the CF Games but she has over 12K followers on Twitter (a whole lot in comparison to other CF competitors).  She's authentic in her tweets meaning they're always in her own voice and and she answers her followers questions on a daily basis.

CrossFit Mission Gorge (Affiliate): I don't follow every box but I do follow many, as I'm sure there are many boxes with a great SM plan, CFMG is one of them.  They're on all 3 of most popular means of SM in our community (most other businesses value LinkedIn over the latter 2)- Facebook, Twitter, and Instagram.  Besides using SM to post the daily WOD, they use it as a means of customer service to deliver important box news, class cancellations, new products in stock, food orders, etc.  They boost their community by showing off their community- photos, events, athlete of the month, testimonials, etc.  One of my favorite things they do is at the end of the month they post a photo of their PR Board and ask their members to tag themselves if they are on the board.  Simple, effective way to give their members a sense of accomplishment and also spread their name to their members' followers.

 

WHICH BRANDS DO YOU THINK USE SOCIAL MEDIA EFFECTIVELY?


DNF:
Negativity (Many):  I thought about calling out negative uses on SM but 2 wrongs don't make a right.  We saw that last week with the SoCal Regional incident; an athlete posted negative about 'no reps' at an event, CFG posted the 'Dave Castro: Rules Clarification' and then hate comments pursued.  Remember what your mom told you in elementary school, "If you have nothing nice to say, don't say it all."

Non-existent (Many): The real DNF'ers here are the non-existent, the ones who don't believe in SM.  Even those who think just communicating on 1 type of SM are missing out.  Each medium has it's advantages and disadvantages so its important to keep in touch on at least the 3 major ones.  I've heard repeatedly Twitter is a dying fad, if you need proof why it's not then read my 'About the Author' section. 

Social Media is FREE Marketing, Advertising, Customer Service, PR, etc. for you and your Brand.


Click here to read more about building your Personal Brand

For more MarketingRxD tips and services email

The CrossFit Games SoCal Regional- The Strong and The Weak

I had the honor to attend and work behind the scenes at The CrossFit Games SoCal Regional this past weekend.  The athletes were obviously all STRONG, but what about the marketing aspect of the event?  Who was a stand out?  Who had room to improve their brand game?  Here's my take on the event.


2013 SoCal Regional

The Strong:
KillCliff (Recovery Sports Drink): It was everywhere!  Athletes were drinking it, volunteers and crew had it in n, and spectators were asking where to get it.  Simple grassroots approach to marketing with seeding product.  Catchy tagline "Test Positive for Awesome" and Social Media support of the event and sponsored athletes.  The rumor on Sunday was someone offered to buy 50 cases on the spot, the crew brought 50 for the whole weekend.  I'd say they met their goal in getting the masses hooked.

Andrea Ager (Athlete): While Andrea may not have been strong enough on Day 1 to overhead squat 175 for 3 reps, her personal following and brand got a boost.  With a controversial call on the line to allow Ager to continue to compete, she decided to take the high road and withdraw so she could "win the right way".  She posted her statement on Instagram (and Twitter) and received close to 3,000 likes and 300 comments.  Appropriate use of Social Media to stay connected to fans.


Andrea Ager- Event 2

Rx Jump Ropes and RPM Fitness (Jump Ropes and other fitness equipment):  Yes 2 competitors, both winners.  The 2 booths drew the largest crowds with their interactive set ups.  Rx featured jumping stations, rings, wall balls, HSPUs, and a daily WOD.  While RPM had a jump testing area and a challenge of 1 minute max double unders.  The interactive set up was the ice breaker for crowds to approach and sales associates swoop.


Rx Jump Ropes Set Up

The Weak:
Reebok (Title Sponsor, Apparel and Shoes): As the title sponsor, you'd expect to see an overwhelming presence and true Reebok experience.  While the Reebok tent/booth was 2-3x bigger than the majority, it was separated from the pack and easy to walk past as nothing was drawing you in. The Reebok name is included on the CrossFit Games logo, its almost legible.   There was just an overall lack of Reebok and their commitment to be in the CrossFit world and grow the sport.

Ryan Fischer (Athlete): I know Ryan personally so this is hard for me to write.  I can't comment on the "fairness" of his judge but it was his poor reaction to repeated 'no reps' that puts him in this category .  I can't say I would have handled it differently; its not just a sport but his livelihood, what he has worked for over several years and it came down to 1 judge ruining his chances for a ticket to the Games.  But at the same time it is his livelihood and his career that puts a roof over his head and food on the table, so I wouldn't recommend turning to social media to berate your "employer."


Ryan Fischer- Event 6

In the Middle:
CrossFit Games (the entire event):  CrossFit has stepped up their game again, I heard repeatedly "this is so much better than last year."  The venue, set up, signage, social media, etc. were all on point and even exceeded expectations.  Some minor suggestions would be to amp up the technology, athletes in the warm up area didn't know what was going on the floor and spectators had to pull the scoreboard on their smartphone to see who actually won an event.  Monitors and digital scoreboards would have enhanced the experience.  The food lines were long and the expo was small.  Quality vendors (not quantity) are important, there was plenty of room to sell more spaces, entertain the crowds, and promote commerce within the CF community.

Did you attend SoCal or another regional?  What is your take on the marketing scene?