How Personal Training Academy (PTA) uses marketing
What has been your most effective marketing activity to date?
As the majority of our education occurs online, we focus much of our energy on viral campaigns and communication. The message can be a great message, but if it’s not getting to the right people then its a wasted message. It’s in the nature of students to conduct thorough research and that takes some time. So we find that regular email communication in the form of newsletters and special offers always works well.

Do you use any marketing research tools/websites?
Aside from monitoring our competitors fairly closely we use Google Analytics and Google Adwords extensively, in order to monitor and measure our web traffic and flow.

What is the best marketing campaign you’ve noticed in the last three months (from any industry)?
The CGU campaign – “we put the you in CGU” (Bill the Alpaca breeder and Susan the provedore). There are also some radio versions which incorporate personal training. I think the advertisement is catchy and it’s the first one I recalled when asking myself the question – so it works.

Why did you choose to incorporate PR into your marketing mix?
We ultimately decided to use PR because we were looking at new ways to communicate to consumers and build our profile. We had new product emerging that could impact people’s lives for the better so we decided that the best way to leverage that was to broaden our horizons and leverage the skills of PR experts (and we chose WordStorm). Often as business owners, we get caught up working IN the business and we came to the conclusion that by utilising PR we could effectively have assistance in working ON the business.

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