Applying the F.I.T.T. principle to marketing your business

If you’ve been involved in the fitness industry for a while you’re familiar with the F.I.T.T. principle used when designing programs. But did you know you could apply this principle to your business marketing as well? Well you can and it’s a simple formula to follow. To review, the F.I.T.T. principle stands for;

• Frequency
• Intensity
• Type
• Time

Simply stated, it refers to how often you do an activity, at what intensity, the type of activity and for how long. To take this principle and turn it into a business marketing strategy all you need to do is assess the frequency of your current marketing, the intensity as it relates to what outcomes you expect to achieve in reaching your target market, the type of marketing activities you chose to spend your time on and how long you run a particular campaign.

Here’s a business example of how you can apply the F.I.T.T. principle to your next marketing endeavor.

Idea: Run an event for September to attract new personal training clients

Frequency: For the next six weeks run a weekly ad in the local paper, publish a bi-weekly promotional newsletter outlining the program and distribute two rounds of flyers to local businesses in your area. Talk to at least four clients a week about referring a friend to the program.

Intensity: This campaign has the potential to reach 1000 people, with the goal to attract 8-10 new clients.

Type: The type of marketing will be via ad placement, flyers, newsletters, referrals.

Time: This campaign will run for six weeks

For each marketing strategy use the F.I.T.T. principle to help organize your ideas into a structured and organized plan. You will undoubtedly find that you are more focused in your efforts and feel less scattered in your approach.