This fitness marketing case study is a doozey – so give it a good read, ok?

If you attended MEGA TRAINING last year then you saw John Du Cane, CEO of Dragon Door (the man behind the world-wide kettlebell explosion) give a riveting Key Note presentation.

As you can imagine, building a business like Dragon Door requires exceptional marketing skills, which John has in spades (he’s also a world-class copywriter – you should be studying his Hard-Style magazine, which is mailed free to his customers).

Back in March of this year, John launched his Dragon Door TV show (a weekly online video showcasing stories about kettlebells, Dragon Door customers, RKCs and more).

You can see the latest episode here.

John does an awesome job of creating raving fans and a real sense of community and belonging among his customers.  That leads to LOUD word of mouth buzz, lots of referrals and lots of sales.

And his Dragon Door TV show is a great example of one of the ways he does that.

Which is why I want you to see it.

When you watch, you’ll certainly notice the high production values of the videos, and the attractive, articulate host.

Not to mention the cool looking, multi-feature website.

DON’T GET HUNG UP ON THAT STUFF.

Really, don’t.

Certainly the bells and whistles make for a more compelling experience, but they are absolutely not necessary for you to get started copying this ‘raving fan’ marketing example.

Look, there’s no getting around the fact that the internet is becoming more and more video-centric.  Video is REALLY important as a marketing medium.  And with all the simple, inexpensive tools available to you these days, there’s no reason you can’t leverage it.

So here are the 3 things I encourage you to do:

1. Start your own weekly or bi-weekly “TV” show (you can set up a page on your website or blog for this). Watch John’s previous episodes for ideas – but if you really sit down and think about it, there are an almost limitless number of topics you can do your “TV” segments on.
2. Notice how John has a “deal of the week” special offer under the video. It’s one thing to provide engaging, entertaining and instructional content (that’s ‘soft-marketing’), but it can really pump things up when you also associate a more direct and immediate offer with urgency (just for this week).
3. Take note of the INVOLVEMENT device John uses – his question of the week – which is just below the video. Not only does this get viewers involved (increasing ‘time on site’, interest and engagement)…but it’s also a KILLER way to get immensely valuable marketing intelligence. You can find out precisely what your prospects WANT and will PAY for by utilizing an effective survey like this.

Answer the multiple choice question of the week yourself to see the results (or just click the results button). You might be surprised by what you discover (very instructive).

Check this out today, right here.

Be a fitness marketing maniac,
Eric

P.S. A good friend of John’s, one of the most experienced fitness experts in the world and an amazing story teller and teacher, will be the Key Note speaker at this year’s MEGA TRAINING.  We’ll be sharing more about this gentleman very soon. For now, go ahead and grab your tickets to MEGA TRAINING 2010 here and get 12 profitable promotions you can ‘copy and paste’ right into your fitness business the same day you get home.