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Peg | How do you market something that people have not even heard of or understand? |
We are trying to make a campaign and invite people to this free seminar that introduces people to the world of qi gong (chi kung). It is a form of exercise, similar to the concept of yoga, that allows people to maintain their overall health and have a self-healing effect.
To me, I think 99% of the public haven't even heard about it. How can I make the campaign/ad appealing to people so they would listen to a qi gong master talk for 2 hours? We do not want to plunk down a lot of money and find out only 10 people will show up at the free seminar.
Any constructive suggestion would be great! |
 |
 
Jim R
 |
1) Identify your target market. A campaign targeting men will be different than one targeting women and both will be different if you are targeting the elderly. Until you have this basic info you will be going in circles.
2) Now that you have your target market identified, sit down with one or two people who fit that demographic and see what it is about your product that appeals to them (Do market research). Also develop a good idea of where to find this demographic. You will market to a couch potato in different ways and locations than you would someone who works out/runs every day.
3) Once you have your target market identified and have a basic idea of the features and benefits you should be focusing on, you can develop a preliminary advertising strategy. If you are targeting those who are already somewhat fit then you might consider something along the lines of teaching basic courses/giving demonstrations in a public park near the jogging/bicycling path.
If you are targeting couch potato's, consider something along the lines of a joint promotion. You could maybe stick a flyer on the delivery pizza box that says something like "Call us when you're ready to work this off"
4) The main thing is to keep track of what works and what doesn't. When new people show up, ask them how they heard about you. This way you can better budget/plan/target campaigns in the future. |
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Homer J. Simpson
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rent space for a day (or short period of time) & put on an exhibition in a crowded place such as a mall or fair of some kind.
As long as people are already there, they may stick around. Then you wouldn't have to worry about getting people to the seminar. |
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bennykp
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Set up a demonstration in your local mall. |
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violetmax
 |
Peggy,
When you have a relatively unknown, or known to only a select audience, you have to expect a smaller audience. Unless you have a wonderfully large advertising budget. One thing that really seems to bring exceptional results is to have an introductory meeting - FREE - make sure they know it is free, give the whole spheel, and then sign them up for the complete lessons. or partial lessons. Oh, p.s. I have heard of Qi Jong and it is a wonderful, gentle exercise. I myself exhibit at the alternative medicine new age expos, expensive again, but long term.
Just read your Q again. The free seminar should only be 1 hour, or people will suck you dry and never commit to a longer term. My experience anyway. People do not appreciate what they do not PAY for. Hope this helps and good luck!! |
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kh_telco_mom
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You need to focus on the benefits of qi gong. How is it going to help me? What will I experience by using this form of exercise? Because there are so many exercise programs out there, you really need to figure out what differentiates qi gong from other forms of exercise (since it's so similar to yoga, how is it different from yoga? What is a benefit I will experience from qi gong that I wouldn't from yoga?)
Also, determine who your target audience is - how do they think? how do they behave? What characteristics do they have? (are they wealthy, are they already fit, do they have time constraints?) By understanding your target audience and laying out the benefits (rather than features), you'll understand where you need to advertise. Focused, targeted advertising will work best. |
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Gabrio
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You could offer it as a therapy, a relaxing activity or as a magic workshop.Then when the people is there, explain more the benefits.
I had gone to one similar project , but it was very boring. |
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netnew
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Go to this site and have some marketing opportunity with Google:
http://net-new.blogspot.com/ |
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