American Business Anxiety
In the summer of 2020 and for the near forseeable future anxiety in the American business sector due to the disruption caused by covid-19 is rampant.
There is no easy way to say it, “most America businesses are screwed!” At least for most businesses this is true. Some businesses such as Zoom and Amazon are thriving in this covid crisis era however the majority of traditonal businesses are struggling.
With poor and indecisive Federal leadership and a patchwork quilt state level of responses ranging from business as usual to lockdown has lead not only to a cessation of many business but to an overall anxiety permeating all businesses across the economic spectrum.
Perhaps no other sector of the economy has seen such turmoil at the Fitness and Health industries.
Fitness sector hit hard.
To say that gyms, fitness centers and public fitness have taken a body blow would be an understatement. In the feart and anxiety of these corona virus times gyms and fitness centers are the last place where people want to be as the virus continues to rage across the country. Until there is a vaccine and a concerted national effort to contain and control the virus this will be the case.
There is a light at the end of the tunnel.
There is always a light at the end of the tunnel, let’s ust hope its not an oncoming train!
However, for the moment let’s think rationally. A vaccine and its distribution is likely 6-12 months away. Once we get a vaccine announcement there will be an uptick in the fitness industry that will be tectonic.
There is an enormous pent up demand for the fitness industry to get back up and running. Once we have a vaccine announcement that will happen. However the distribution of the vaccine will still be 6 months after that announcement. What does this mean to the marketing of the fitness and wellness industry?
How to market your fitness business once there is a vaccine?
There are only 3 things you need are P,P and E!
PPE (personal protective equipment) is the short description for things such as high alcohol hand sanitizer, masks, face shields, wipes etc. In the period between the announcement of a vaccine and it distribution there will be 6-9 months time. During those 9 months the fitness business and their pent up customers will be “chomping at the the bit” to get back into their pre-covid fitness routines.
However, the virus will still be running wild. In many ways, the period between announcement of a vaccine and its distribution will be the the most deadly and dangerous of times.
People being what they are, will rush back out to go to the gym, shopping and parties with a sense of relief that the virus will now be controlled. However this is where we need protection more than at anytime.
What does your fitness business need post Vaccine announcement, pre-distribution of the Vaccine?
The most essential of all PPE for the fitness industry is the 3 PLY mask and high alcohol content hand sanitizer. Masks to prevent the inhalation and exhalation of virus droplets and hand sanitizer to keep surfaces clean from the manual transmission of the virus.These 2 things are essential.
The next thing your fitness business needs is a marketing giveaway to let you old and potential customers know you are back in business. As in any big disruption in business reasserting your brand is critial.
In our opinion by far and away the best 2 possible things to consider are.
Who will you buy these products from?
Trust me when I say this, the “old school promotional product business is about to be slaughtered!” The chance that you will be buying your promotional products from the same old guy down the street are remote. The promotional products industry is expecting a 50% die-off of their distributor base.
Many of these fine folk in the promotional product business are older and this massive upset in business will be the catalyst for them to retire. Many others will financially not survive as the promo business is based on a interlocking web of credit and debt that any cash flow distruption such as covid-19 will cause bankruptcies and failures.
Time to think differently!
Just like covid-19 has pushed the world into telecommuting at a rapid pace and our purchases at online retailers has gone up 72% in 6 months the old paradigm of buying your swag from a local guy or gal, who got if from a regional supplier, who got it from an importer whoc got it from a trading company in Hong Kong who sourced it from a factory in China are done like dinner!
The new business model is for you the consumer to go factory direct. That is the FPP advantage.
What should fitness marketers do now?
The thing you should NOT do is nothing. Doing nothing at this point in time is deadly. In my opinion those that do nothing at this moment in time will be the ones that never recover from Covid-19.
As a professional marketer in the fitness industry you should be preparing for the new world ahead. Do your research, reevaluate your costs and expenditures, speak to experts. This is where we come in.
If you would like to speak to the professional marketing experts at Fitness Promotional Products call us at 1-888-880-2714 .