Hi Good Morning,
Hope you are having a nice Sunday.
Last week I sent an email out and the title of the email was:
"Is competing Expensive?"
That email does get more opens than any other email I have previously sent.
That is my most read email.
Most people likely opened the email to see how much does it cost to enter a show.
I then go on to explain it isn't so much the entry fee but the prep and outfits that most people add to the expenses and how that is a personal choice in how much people decide to spend.
The other part of that subject line
is the word "competing" and another who of people who enter shows call themselves is "competitor".
If you think about it do you think it is odd the words we use to describe people in a show?
In other sports I can't think of other times people call themselves competitors competing in a
contest.
Do you think this happened after all of these new divisions grew around a bodybuilding contest?
All the classes like Bikini, Figure, Physique, etc. people no longer know what to call themselves and the word Fitness Model or Bikini Model just hasn't taken off?
The other word I
catch myself using sometimes is "contest" and I try to always call this event a show.
What do you think about those choice of words?
Before you give your answer let me explain the directions I gave to my video editor who is taking interviews and footage from last year's event to create a story-board and long version
video about the event.
I watched it and immediately heard all the words I feared would turn NEW people off from having any interest in entering this April.
Here is exactly what I wrote him after watching:
If you watch the video and you are already a Bikini competitor this show is
the nicest one (competitors don't usually care how nice the show because they only want to know what is in it for them and that is a PRO CARD.) It is a small market of people and most already know of this show.
Or you workout and have a fitness goal - this I encourage Transformation Division - the largest potential division because this can be anyone - the biggest issue with Transformation is people think it is a Biggest Loser
Contest - people need to realize it is anyone and the main prize is a photo shoot with Status Fitness Magazine. The idea was always based a 12-Week Transformation and not who has the worst before photo or the saddest story. Please understand extreme transformation is amazing yet that group of people is also a smaller niche and that limits who is encouraged to enter.
Both "competitor" type of people and
Transformation people do like that the show is at Mohegan Sun. When you tell someone the "contest" or "show" depending on who you are is held at Mohegan Sun that gives the event creditability over saving some high school or college auditorium.
Booth type of people like that they get "exposure" and can shoot with Status Fitness Magazine. When the Status Fitness Magazine photography team show up and the editor makes a speech
at the athletes meeting this also adds creditability to this event.
I hope that helps?
I watched the clip and thought - do I want to COMPETE? Sounds COMPETITIVE?
Maybe I'm not ready for this? Makes it sound like if I'm not READY to win why bother?
We don't want to make it too wimpy either as competitors are still a great market but my vision is Transformation getting a couple hundred people into the event in a few years.
If all of the video footage we have people is with people saying that this is the best contest I may have to do record a voice-over to explain this is the best SHOW and encourage Gyms, Coaches, Trainers to
put their people into Transformation.
I always encourage people to use the show as a goal.
Then again maybe it's too complicated to market to both "competitors" and new people for Transformation Division? Should have two marketing messages?
Years ago I used to offer bodybuilding classes - and we
had videos that promoted bodybuilding and had a hardcore feel to them - then I also promoted Women's Fitness and it was a 2 minute routine using gymnastics, cheer, dance and pageant with the bikini walks - in the videos to the bodybuilders it was cool to use the girls in marketing as well but when marketing to the girls if the bodybuilders were in the posters, flyers, website or video it was an instant turn-off to attract girls into the show.
That has always been my struggle - people look at my stuff and instantly think "it's a bodybuilding contest" and group me into a sub-culture that is smaller.
We don't have much time left - one more month then when 12 weeks starts we don't attract more people to prep themselves. Now is the time of recruiting. Now is when decisions to enter are made.
The overall goal to to attract new people and people make very quick decisions.
The first words in this video said "the COMPETITION is the journey..." the heck???
That throws anyone Transformation OUT? Don't you think?
Done at that point they remove themselves and stop
watching.
Am I over-thinking this or am I correct?
It's more than likely if you do get my emails that you are more of the "competitor" type
so you might think it's fine but can you remember what drew you into fitness?
Okay sorry for deep thought on a Sunday but that was my yesterday explaining to a video editor
how to create a more marketable video to grow the amount of entries into a show.
Then last night watching the WBFF Pro show comments about who was "competing" and
being "competitors" in the "contest" and who
placed Top 10.
My belief is that people need to be drawn into these events and the passion grows when
and if people are open to the idea. There have been so many times I have talked with fit
people at gyms and asked them, "Do you compete?" and after that I see how they respond.
When I ask that question most of the time the answer is "No" and I get crazy looks. People have
different opinions on these shows and different reasons for wanting to enter and my goal has always been to grow our events and audience.
So far the biggest help has been the trainers, coaches, workshops, and help that is given
to get people up on stage.
"Are you interesting in doing a show in April?"
Yes! Awesome, Let's Go!!!
Thank You,
Brian
