Market Analysis on the Yoga Industry

Page 12 of 50
New Promotional Strategy
Create an Online Experience of Value
An effective business-based website ultimately turns a stranger into a friend, and a friend into a
customer. Currently Bala Fitness has only one presence online, its website. The site is well
designed, easy to navigate, and functions properly. However, what it fails to do is market to the
user. Providing merely a source of information is not enough, a webpage should not just be an
"online business card." An online experience engages a user, and connects them to a desired
group; it tells a story, and persuades a call to action.
Recommendation
Bala Fitness creates an online experience for its users. A compelling online presence that
informs, connects, and engages its people. The experience is an important step towards Bala's
desired outcome - a long-term member at its gym.
Website
The current website of Bala Fitness (www.balafitness.com) has is an informative platform that
provides basic details for the user. While the look, feel, and user interface are very presentable it
does very little in converting the user to a member. In the online world every second counts as
attention spans are short, Bala's website should cause one of the four following events to occur
the moment after a user sees it:
-User clicks and goes somewhere else Bala wants them to go.
-User clicks and gives Bala permission to follow up by email or phone.
-User clicks and buys something.
-User tells a friend, either by blogging, emailing, Facebook, phoning, talking etc.
Anything short of these actions and the site is just a virtual business card. The power of the
Internet is in its leveraging; we aim to create the platform that will enable Bala fitness to begin
the leveraging process.
So how can Breathe Active Wear do this?
First Breathe Active Wear needs to utilize the tools that will help execute objectives. Let us go
over the following elements that are crucial to creating the desired user experience:
Introduction Video
Bala fitness will implement a streaming introduction video on its home page giving viewers a
narrative short from a gym users perspective. The video details a typical visit to the facility from
the perspective of a young woman. It begins from her entrance into Bala Fitness taking the
viewer through various areas of the gym until she finally leaves.