Marketing Campaign for The Body Mind Revolution

This assignment delves into the planning and execution of a marketing campaign for a wellness initiative titled 'The Body Mind Revolution'. It outlines various marketing tactics, emphasizes the importance of selecting suitable strategies to reach the target audience, and proposes methods for evaluating the campaign's success. The analysis includes assessing attendance, cultural impact within the community, and overall effectiveness in promoting healthy living.

Marketing
Part 1

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
Details of event format/ experience............................................................................................1
Situation analysis .......................................................................................................................2
Profile of the target audience .....................................................................................................3
Objective of the marketing campaign ........................................................................................3
One key message that embodies the nature of respective event ................................................4
Marketing tactics to be used in order to attain the framed objectives ........................................4
Breakdown of budget and clear timeline ...................................................................................5
Evaluating the success of campaign ...........................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing is type of action which managers undertake whereby they direct their efforts in
terms of making the promotion of the produced goods and services among the respective buyers
of firm (Marketing, 2016). For any enterprise, marketing has very important role as with the help
of given approach only firm can give information about the produced product among respective
buyers. The present report will depict the marketing plan of wellness event which is being
organized by UrbanFitness London.
Details of event format/ experience
The function is of wellness event which will fulfil the needs and demands of those people
who wants to get fit. The activity will be called by the name of “The body mind revolution”. This
event will be organized in London. Generally, it is has been seen that all the fitness functions
which are organized by different companies tend to target the general people or citizens of
nation. But, “The body mind revolution” is completely different activity as it is arranged for the
professional fitness advisor or trainer (Hutt And Speh, 2012). The main objective of “The body
mind revolution” is to improve the fitness related knowledge and expertise of the trainers which
are associated with the fitness industry. In the given event, different strategies for doing different
type of exercise will be taught to these professionals. The respective function will play very
effective role in the professional fitness trainer career path. This is because, the given event will
not only provide benefits to the trainer but it will also provide significant advantages to the
clients of trainer. Here, whatever things which trainers learn in the given event will be teaches by
them to their customer also. In addition to this, “The body mind revolution” will lead to enhance
the skills of professional trainer who are related with the field of fitness and health and thus it
also helps in raising the salary of these individuals.
Furthermore, the given function will also improve the professional knowledge regarding
different type of healthy and nutritional food which a people should consume in order to stay fit.
Overall, it can be said that the respective event will be proved as beneficial approach for the
trainers (Kazmi, 2007). Furthermore, the given activity can be consider as one of the drastic
change in the fitness industry. This is because, there are very less number of functions available
which are designed and organized specially for the people who are professional fitness advisor.
Hence, the given thing can be consider as the major USP (Unique Selling Preposition) of the
fitness event.
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Situation analysis
Before taking any kind of decision, it is required by the manager of firm that it must
gather information about the conditions which are prevailing in the external environment. This is
because, the given thing will enable manager with regard to take right decision regarding the
event which it is organising. Hence, it is through this way only success of the organised event
will be ensured by the manager of corporation. In order to analyse the situation of the external
environment, tool or model like PESTEL can be used. The detailed application of respective tool
with context of The body mind revolution” is depicted in below: Political: Political influence from the side of current running government tend to cause
significant impact upon any kind of event which will be organised within country. The
political factors have influence on the wellness fitness plan which is being prepared by
the organizing committee (Kotler and Keller, 2011). For example, the manager of
organizing committee has made the selection of one specific place for such event.
However, with an aim to conduct the given type of activity, manager has to take prior
permission from the government prevailing in the specific area. If government will not
give permission for selected place, at that time the plan which is being prepared by the
organizing committee will be affected. Hence, in the given situation UrbanFitness
London has to again prepare its plan which takes lots of time and money of enterprise. Economical: The economic environment of the country also have the influence upon the
operation of country. Here, in order to get enrol in such event professional trainer have to
pay some kind of fee. However, the amount of fee which function organising firm will
charge will totally depend upon the economic condition of nation. For example, if it is
examined that the personal income of London buyers is very less. Then in the given
circumstance, the firm which is organizing “The body mind revolution” event has to set
low fee for enrolling in such activity. This is because, if firm will not consider the given
thing at that time it will become very difficult for its with regard to attract the large
number of buyers towards such event in an effectual way. Social: The function organising committee which is named as UrbanFitness London
should also consider the needs and demands of its buyers or the people to whom firm is
organising the wellness activity. This is because, lack of consideration of the same will
lead to put question mark upon the success of respective event (Oliya and et.al., 2012).
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 Technological: Here, organiser should make use of modern tools and techniques with an
aim to give training to the professional fitness trainer. In this regard, they can use power
point presentation software. With the help of this tool, training can be delivered to the
respective individual in an effective way. Environmental: The activity manager should also follow all the environmental laws and
regulations which are related with the respective function. For example, loud speaker
should be played at low volume and no music should be played after 10 PM etc.
 Legal: The organising committee should also abide with all legal laws and regulations
which are related with the event. This needs to be done with an aim to make activity
successful (Sharma, 2011).
Profile of the target audience
“The body mind revolution”will be attend by the professionals who are already
associated with the fitness field. For example, the main aim of given event is to enhance the
fitness related knowledge and understanding of people who are related with the given field.
Hence, the event will target the personal trainers who give their services in different gyms which
are located in London. In addition to this, function will also target exercise professionals,
nutrition professionals and club owners etc. These people are targeted because they are directly
related with the fitness industry (Tsai, 2011). By delivering training to these people benefits can
be gained by the respective firms in the form of increased profits and sales where these
individuals works. The organiser of the given event which is UrbanFitness London is expecting
number of visitors in the given activity. With an aim to select the targeted audience,
demographic segmentation criteria is used. Herein, the targeted audience are selected on the
basis of occupation which they have. Furthermore, the target audience will include blend of both
male and female professionals.
Objective of the marketing campaign
Following are the objectives associated with The body mind revolution” :
 To attract large number of customers towards the event with the use of an effective
marketing tactic.
 To enhance the sales of company by 20% with the help of given function.
These two are being regarded as the major objectives behind such activity. Furthermore,
the success of given event can be measured on the basis of given objectives only.
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One key message that embodies the nature of respective event
One key message which will be delivered through given event is of “Learn to stay fit and
teach other too”. The respective message is giving thorough idea about the whole function. This
is because, the given event is not for the normal people but for the professional who are already
in the fitness field. Here, the given activity will give them information about new ways of
conducting and performing the different type of exercise. Furthermore, the event will also teach
them about several developments which are occurring in the fitness field. This will provide
significant help to these professional in their career. In addition to this, the given function will
also give information about different type of foods which needs to be consumer by people in
order to stay fit. Hence, the key message which is framed above will clearly dictate the nature of
given activity.
Marketing tactics to be used in order to attain the framed objectives
The success of any campaign totally depends upon the ways which is being used by
manager with an aim to spread the information about the formulated event among number of
person. With regard to the fitness event, the main objective to attract large number of
professionals towards the given activity. In order to perform the same the combination of both
traditional and modern means of promotion will be used. It consists of newspaper, television and
social networking sites (Wilkinson, 2011). These all selected means have their own benefits and
disadvantages. For example, newspaper is being regarded as one of the most economical mean of
promotion. But with the help of it manager of respective function cannot spread the information
about given event among global buyers. For example, in order to give information about the
given activity manager of respective activity should make the selection of such newspaper which
is being read by different health and wellness professionals.
In addition to this, the advertisement about “The body mind revolution” should be given
by manager in different television channel. In accordance with the given context, the manager of
respective event should make the selection of different sports and fitness related television
channel. This is because, it is by complying with the given type of activity only large number of
people can be attracted towards the activity. Hence, it is through this way only the first and
second marketing objective which is framed for the given event will be met in an effectual way.
Furthermore, the organizing committee can also display the banners about “The body mind
revolution” at different places where number of gyms are located. However, it has been critically
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evaluated that the method is effective but it is quite expensive in nature. Moreover, the manager
can also take help from the social networking site such as Facebook, Twitter and Pinterest etc in
order to give the information about given event among global buyers (Wollin and Perry, 2004).
In addition to this, the function will also be promoted through UrbanFitness London mobile
application. It is by complying with the given type of activity only the objectives set for the
given event will be set.
Breakdown of budget and clear timeline
The total budget set for the given event is of 20000 pounds. This figure is set after
considering the following costs:
Resources Cost (in pounds)
Infrastructure rent 2500
Recruitment of professionals who will give
training
2000
Salary to staff members 3000
Electricity cost 2000
Purchasing different equipments 6000
Marketing 4000
Following time line is prepared with regard to the “The body mind revolution” event.
This timeline depicts the plan during which whole plans with regard to the given function will be
prepared:
Activities/
time
1 week 2 week 3 week 4 week 5 week 6 week
Making the
appointment
of event
manager
Set the
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budget
Setting the
objective for
activity
Making the
promotion
of event
Finally
organizing
the function
Evaluating the success of campaign
There are number of methods are assessed with the help of which success of “The body
mind revolution” can be measured. The detailed explanation about the same is being depicted in
below: Attendance of targeted audience: It is being consider as one of the most effective way of
judging the success of organized campaign. Here, the event organize will be proved as
successful if majority of targeted audience have enrolled themselves in the given activity.
 Change in the culture of community: If many people of community has taken step for
staying fit and fine then in the given circumstance also success of given campaign will be
measured (Sharma, 2011).
CONCLUSION
It can be concluded that by making the selection of suitable marketing tactic, manager of
firm can ensure its success in market. This is because, effective marketing strategy lead to
manager of firm towards the right direction. This will lead to firm in terms of increased profits
and sales.
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REFERENCES
Books, journals and online
Hutt, M. And Speh, T., 2012. Business Marketing Management: B2B. Cengage Learning.
Kazmi, S.H.H., 2007. Marketing Management: Text and Cases. Excel Books India.
Kotler, P. and Keller, K., 2011. Marketing Management. Pearson Education.
Marketing. 2016. [Online]. Available through:
<https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx>. [Accessed on 19th
April 2016].
Oliya, E. And et.al., 2012. Improving marketing process using Six Sigma techniques (case of
Saman Bank). International Journal of Lean Six Sigma. 3(1). pp.59-73.
Sharma, A., 2011. Take-off of online marketing: casting the next generation strategies. Business
Strategy Series. 12(4). pp.202–208.
Tsai, S., 2011. Strategic relationship management and service brand marketing. European
Journal of Marketing. 45(7). pp.1194–1213.
Wilkinson, I. F., 2011. Tipping point: the teaching of the Wharton marketing theory seminar 50
years ago. Journal of Historical Research in Marketing. 3(1). pp.29–32.
Wollin, D. and Perry, C., 2004. Marketing management in a complex adaptive system: An initial
framework. European Journal of Marketing. 38(5/6). pp.556–572.
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