In my last article, I explained how X Fitness built its Offline Presence first before its Online Presence. This article explains how we built our Offline Presence and how we transferred it online.
Point #1. An independent gym starting from scratch is a David versus Goliath fight with one exception – the fight never stops. The fight is not a one shot and knockout deal. The fight endures 365-24-7. There are a number of elements that help win the fight but nothing is more important than building a positively identifiable Offline Presence.
Point #2. X Fitness centered its Offline Presence on altruism. Our entire Offline Presence was devoted to volunteer community service that developed tens of thousands of student-athletes in the gym and on the football field. In addition, we added the mentoring services that helped countless students get hired in law enforcement jobs. The Offline Presence was originally communicated in an altruistic narrative that focused on soul-lifting by putting up ladders for other people.
Point #3. Our Offline Presence was communicated by: (i) traditional media (ii) word-of mouth by those who experienced the transformation (iii) magazine articles that I wrote and published (iv) books that I wrote and published.
Points #4. We transferred our Online Presence to Online Presence through a structured progression of Online Communications that involved the following stages:
Stage 1 – website narrative.
Stage 2 – blog
Stage 3 – Facebook
Stage 4 – Twitter
Stage 5 – Linkedin
Stage 6 – Youtube channel
Stage 7 – podcast
Key point: We never started concurrent social media campaigns. We built our online presence one layer at a time, one stage at a time, one online platform at a time. The reason was focus – what you focus on grows. We believed it was impossible to fully spread the initial Online Message through simultaneous social media platforms. Building one platform at a time worked out for us because it allowed the concept of Concentrated Communication to spread. The above order from stage 1-7 was not chosen randomly. That progression was the best way for us to build the largest initial audience in the fastest time.
Point #5. The entire initial social campaign focused on past X Fitness altruism. We used the Communication Continuity Principle to stay on one message until that same message was processed and absorbed by our local and global audience. We focused exclusively on our track record of volunteer work that helped underprivileged student-athletes move to the next-level.
Point #6. We did not progress to the next phase of building Online Presence until our Offline Presence had been fully transferred into an Online Platform, a communication base upon which we built a higher brand structure.
Point #7. The altruism Online Presence separated us from the rest. We were David competing against Goliaths. The altruism Online Presence made an immediate impact on the X Fitness brand because no competitor could match it.
Conclusion: Fight one battle at a time. Win one game before playing the next game. You can’t build several branches of Online Presence concurrently. You can’t build your best Online Presence before building your Offline Presence if you want to win the fight against Goliath. The best way for David to win the fight against Goliaths is by building an Offline Presence that is different than any Goliath presence and then transferring it online in structured progression, one platform at a time.
The fitness industry is a tough business. Never stop learning. Stop learning, stop earning. Be a life-long learner. Commit to continuing education. Read, watch, listen. The intellectual pump is as important as the physical pump. X Fitness is committed to lift through Blunt Talk Podcast. We have had a number of fitness professionals as guests. Each episode is free, permanently archived. Each guest is a soul-lifter.
Please visit Blunt Talk Podcast compliments of X Fitness at: www.ginoarcaro.com or www.xfitness.ca or http://blunttalk.libsyn.com/
X Fitness and Blunt Talk Podcast are committed to lift. There’s enough depressing news. We won’t contribute to it. Our 122 guests are guaranteed to lift.
Blessings & all good things.
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