Why some Fitness social media strategies fail to deliver stronger ROIs.

At the start of 2016, I started to explore fitness in a serious way.  Of course I started with typical directory search, asking friends, then transitioned to social search.  I quickly realized that there were fundamental strategies that successful fitness experts executed on their platforms daily, that others ignored/overlooked.

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@Sagicor #SigmaRun 2017 with @Seprod and @JamaicaMove Campaign.

After, two (2) years of examining, engaging and evaluating these fitness expert social media presence. I was able to identify three (3) ‘ever-present’ and recurring strategies. So, this blog post is an overview of the webinar presentation (DMF Case Study: Digital Media for Fitness Experts), that was conducted with my “FailingStrong” Tribe last month.

I am confident that these simple strategies are scalable and when implemented properly will enhance any fitness expert social media presence, towards better conversions rates, higher retention rates and increased life time value of their target audience.

These are as follows:

  1. Strong Funnel Marketing Strategy.
  2. Clear and consistent Content Creation Strategy.
  3. Commitment to LSC Engagement Strategy.

Additionally, when these strategies are executed simultaneously with a multi-platform channel  management program, fitness expert will experience improved engagement and  robust ROI to their bottomline.

Funnel Marketing Strategy

This is sometimes overlooked by many fitness social media teams.  It is especially important for a product/services that depends heavily on repeat enrollments, scaling  and strong ROIs per unit cost.  In the DMF Case Study, we saw that ‘Blog Style” engagement actually worked effectively to connect with and established an emotional relationship with the target audience and deepen the interaction with the brand.

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@PoweredByKeith Training

This funnel approach is effective, because it’s an ‘Opt-In’ digital media tactics,  where the target customers and only consumers who really wants to digest or engage with your content will do so. However, I recommend that you integrate “Lead Magnets” and “Call to Action” to continue that conversation with the potential consumer towards conversion and facilitate ‘Test and Learn’ agile program.

Content Creation Strategy


This is another important strategy,  the major key to successful implementation of this strategy is to have clarity on – “What, How and When” content should be created and shared.  In the DMF Case Study, content creation strategy spans across two distinct areas:

  1. TYPE :  Generate content  that is Relatable, Relevant and Actionable.
  2. FORM: Determine the specific use of Static-Images vs Videos (Short and Long Form) content.

As a rule of thumb content was created with a specific channel in mind at all times.  Content is generated and curated with a desired U/X in mind.  Basically, they curated content that was relatable, relevant and actionable –  then monitored the consumer’s response, prior to engaging them towards conversion.

Specially, the fitness experts used Facebook and YouTube for their (long form) videos to build trust with that audience, and integrated ACTIONABLE element for the consumer.  While, for Twitter and Instagram – most of the experts use these platforms for both static-images and videos (short forms) to counsel the consumer, provided restaurant hacks, BTS, result sharing and gamification…Additionally, I saw increased use of PINTEREST and Mobile-ready websites, displaying ‘sharable’ static exercise programs, proper movements, how-to exercise, meal plans, meal preparations and connection to discussion boards.

Go Live

Implement a weekly/monthly show to interview or conduct Q&A sessions live – IS A MUST.  My recommendations for possible interviews (local, regional or international) includes:

  • Fitness Experts.
  • Health Professional
  • Doctors.
  • Nutritionalist.
  • Emerging new work outs trends experts etc…

Make the live sessions fun, easy to follow, and lean-in on the Peer-to-Peer conversations.  Remember this content is critical to reaching people who aren’t in your Tribe, as yet.  So, ensure you execute a robust recruitment strategy once you have their attention.

LSC Engagement Strategy

Make your content GOOD that they feel like they should be paying for it….

DON’T implement “Give Me, Buy Me, Sign Up Today” during your recruitment strategy, because if you are always asking for something, why will people follow you?

First, establish value in the potential consumer mind – Work on empowering your TRIBE/CREW – then go for it – SELL SELL SELL and remember to UPSELL also.

Take Aways

In digital media Peer-to-Peer reviews are 80% more trusted than paid influencers, advocates, partner branding or co-branding programs.   So build your Tribe/Crew (I recommend you develop a signature/unique name for your followers), and have them provide feedback and user-generated content for social media Funnel Strategies.  Example: Dedicate your Instagram stories for user-generated content ONLY.

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When all is said and done, I believe you should integrate these points and let me know how if works for your pages:

  1. Start Simple.
  2. Implement one post per platform per day.
  3. Make sure one of those postings as a “Call to Action’ or “Lead Magnet”.
  4. Test and Learn
  5. Then repeat.

START WITH THE CUSTOMER FIRST…When in doubt about what you are doing, seek to appreciate the challenges your target customers are experiencing. Then outline how you will assist them in overcoming those monsters for the voyage to their goals, with your programs,products or services.

Good Luck on improving your pages and share your lessons learnt for “Constant Improvement” and Networked Intelligence…

LinkedIN: The Professional YOU

“Never be afraid to invest in yourself.”

Craig R.


So setting up a LinkedIn account is one of the most important professional investment you will make for your digital footprint in this “Networked Intelligence” era. LinkedIn digital channel is the largest online professional network, and is an excellent resource for personal brand development, building connections and long life learning on a global scale.

Note, that this digital channel fosters professional engagement, and you should proceed with caution, when engaging new connections, sharing content and commenting on post.    Initially, the recommendation is to focus engagement, on industry specific contributions.

Continue reading “LinkedIN: The Professional YOU”

Uber New CEO Letter on London’s Issue. 

Uber New CEO’s Letter Dara Khosrowshahi….


Dear London: we r far from perfect but we have 40k licensed drivers and 3.5mm Londoners depending on us. Pls work w/us to make things right. 

Thanks Pierre, and thanks to everyone working on this issue. Like all of you, I’m hugely disappointed in the decision by London’s Mayor and Transport for London. It could have profound negative consequences for the 40,000 drivers who depend on Uber for work and the 3.5 million Londoners who rely on Uber to get around.

It’s particularly discouraging that this is happening in the UK, where the team has led the way on partnerships with local groups to increase the number of wheelchair-accessible and electric vehicles on the road.

While the impulse may be to say that this is unfair, one of the lessons I’ve learned over time is that change comes from self-reflection. So it’s worth examining how we got here. The truth is that there is a high cost to a bad reputation. Irrespective of whether we did everything that is being said about us in London today (and to be clear, I don’t think we did), it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.

Going forward, it’s critical that we act with integrity in everything we do, and learn how to be a better partner to every city we operate in. That doesn’t mean abandoning our principles—we will vigorously appeal TfL’s decision—but rather building trust through our actions and our behavior. In doing so, we will show that Uber is not just a really great product, but a really great company that is meaningfully contributing to society, beyond its business and its bottom line.

Thanks for everything you’re doing to make Uber the best company it can be, and particularly to our teammates in London and across the UK.



Storytelling: The Seven (7) Plots for Building Your Brand

2017-07-29 18.08.05-3I believe in storytelling for brands that are authentic, immersive and channel specific, which drives community growth, brand affinity and establish a lifestyle brand, with strong conversion rates.

This is achieved by transporting and engaging the community with relevant and contextual creatives, designed uniquely for each consumer funnel experience towards value pricing (Experiential Marketing). From my experiences there are SEVEN (7) plots that a brand can pursue:

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1. Overcoming the Monster (Freedom).

2. Rage to Riches.

3. The Quest – Adventure.

4. The Voyage Return.

5. Comedy (Romantic).

6. Tragedy.

7. Rebirth.

APPLICATION: If brand/marketing manager understands, which story they want to convey with the brand(s), they now have their #NorthStar.

CHALLENGE: To determine the mental frame, inrelation to how the consumers wants your brand to convey that story through each funnel. Critical in the 21st century MarCom plans success is a multi-channel immersive approach



RESULT: A brand that resonates authenticity with its consumers; depicts and integrates effortlessly into the consumers Lifestyle or Ideal state…


IPhoneX – Your New Best Friend or Not?

    IPhoneX Launched…

The iPhoneX – Will You Be Getting One? If so, this is what your new investment, will get you…


1. Display:  The First AMOLED display on a Iphone. The screen panel is called Super Retina Display and measures 5.8″ big with 458ppi pixel density. Both HDR10 and Dolby Vision are supported and the panel offers a whopping a million to one contrast ratio. 
2. FaceID:  They enable FaceID, the replacement of TouchID – the FaceID uses a flood illuminator (so it works in the dark) and a projector that paints 30,000 points on your face. This includes Apple Pay, naturally!
3. Control Center: Speaking of unlocking, you can also use tap to wake. Once the screen is on, you can swipe up to unlock. This swipe gesture is also used to enable multitasking (swipe up and hold) and to go back to the home screen (swipe up to “throw” the app). Where does that leave the Control center? It’s still here, it has just moved on top.

4.  Chip: The phone is powered by the Apple A11 chipset, which evolves the two-tier CPU design – it has two powerful cores and four energy-efficient ones.

5.  Emoji: This extensive face scanning is used for the animojis too – the cute faces you use instead of punctuation now have a life of their own as they mimic your facial expressions.

​What Do you think? Will You make #IPhoneX your new Best Friends? Send me your opinion….

Emergence of Messenger for Brands

s3-news-tmp-10557-facebook_messenger_1--2x1--940Messaging is an essential channel management tactical tool, during the customer funnel engagement journey. Today, most agile business operations are embracing this new funnel to drive engagement, increase leads and stronger conversions rates.

According to research in 2017, over 3/4 of the worlds’ smartphone users will use a mobile messaging app to communicate with family, friends and businesses.  Over 1/2 of US digital media users will message a brand, instead of email or even call, and 53% of people globally will likely to shop (this holiday season), with brands they message directly.

Continue reading “Emergence of Messenger for Brands”

Marketing vs. Brand Managers

most-famous-brand-logos_103312.jpgThe debate continues on the differences between a Marketing and a Brand Manager’s roles and functions.  Today, we will explore this debate, base on their respective core functionalities.

What is Marketing?

Energy Shake
A Product (Commodity) Generic Energy Shake
According to Dr. Kotler, marketing is the science and art of exploring, creating and delivering value to satisfy the  needs of a target market at a profit.  So marketing is basically the ongoing communication exchange with customers in a way that educates, informs and builds a relationship over time.



What is a Brand?

Cafe Blue Coffee
Cafe Blue Coffee – Iconic Coffee Brand.






This is a specific emotion or reference point that is linked to the product or service, which results in a customer journey, when interacting with the product/service.



Marketing Management.

This is guided by the traditional 4Ps, and frames the strategic outlook and tactical execution for marketing managers- below we briefly outline the 4Ps:


The product is either a tangible good or an intangible service.  In the case of the marketing manager – the key is to understand those problems that the product is attempting to solve then, showcase the benefits offered by the product and its features (the Unique Selling Proposition – USP).


The price cover the actual amount the end user is expected to pay for a product. If there is a positive customer value, than a product may be successfully priced higher than its objective monetary value (value pricing). Conversely, if a product has little value in the eyes of the consumer (its a commodity), then it may need to be underpriced to sell. So, the marketing manager is critical to the cross function pricing team, by infusing intelligence on the distribution footprint (channel management), value chain analysis, markups and competitors pricing.


This is the communication (MarCom) aspect of marketing. This may include advertising, sales promotions, special offers and public relations. The marketing manager identifies the most effective communication channel, given the specific product, the price and the targeted end users.


Place or placement strategy has to do with how the product will ‘reach’ the end user. Distribution is a key element for the placement strategy – the focus is on RTM (Route To Market) – How a product is accessed by the end user also needs to complement the rest of the product strategy.

So, the main function of a marketing manager is to increase the efficiency of the RTM  programme for the product. This is critical and supports the expansion of the product’s distribution footprint, trade marketing programmes and financial sustainability of the product.

Brand Management

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Brand Development – Colour

The core function of brand management is to develop the Brand Purpose, and drive the Brand Promise of the product, by establishing the Brand Difference, while continually Delivering on the Promise over the product’s life cycle.  To achieve this the Brand Manager has to conceptualize and design the product’s voice, personality, and identity that would connect with the target end users.  Note that not all products will have a brand – If you decide to build a brand then, the Brand Manager will focus on the following elements for the product – called the 4Cs of Branding:


For brand managers, the strategic focus is to develop a ‘Brand Purpose‘ – What The Brand Stands for?.  It is essential that the purpose is simple and the marketing team is able to stick with it and communicate that effectively to the end users.


This is the ‘Brand Promise, the brand manager will have to be able to understand the functionality or the solution the product provides to the end-user.  Additionally,  the manager should integrate those functionalities into a specific personality trait – that connects with the end users.


Another aspect of brand management is to develop credibility.  Once you have committed to a ‘Brand Promise’ – If the product isn’t able to deliver on that promise or EXPECTATION – then it has failed the consumer’s ‘Job-to-be-done (JTBD)‘ test.   So brand managers will need to ensure the product will be able to ‘Deliver on the Promise‘ – and establish the product’s ‘right to play’ in the space.


This function is considered the most important for a brand manager.  The main task is to solidify ‘Brand Difference in the marketplace and all channels to allow for value pricing.  This typically goes beyond the functionality of the product, by establishing the brand as a lifestyle brand.  This is achieved via experiential marketing programmes.

So, Brand Managers should unleash the creativity of the product based on its functional attributes.  The Manager should manage the 4C’s towards unearthing the product’s full potential and life time connection with the end users- to drive brand relevance, awareness and presences – towards #BuildingBillionBrands  #OneBrandStrategy

Global Brands
USA Brands

So, the fundamental difference between a marketing team and brand team is that the marketing team operationalizes the tactical plan, after the brand team has conceptualized, and designed the personality for the brand.  This is all guided by the strategic outlook by the corporate and the leadership team (internal or external) to the organization. Additionally, the brand team is responsible for establishing, driving and solidifying the intrinsic ‘Value Pricing‘  and “Generate Demand” for the product – to support the marketing operational and tactical programmes. While the marketing team focuses on ‘Demand Fulfillment‘ and ‘Go to Market Strategies‘ for the product.