I still owe Jason(s) a shirt. Mark left before I could give him one of Jason and Dr. Jason.

While this is certainly an example of viral marketing, it is highly unlikely to accomplish the goal of marketing which is to increase one's business. Sending a NC CF t-shirt to Michigan and vice versa is the equivalent of sending a Cleveland Baskin-Robbins shirt to a Boise Baskin-Robbins--you are talking to people who are already customers.

Effective viral marketing is practiced all the time by CFHQ, and by extension affiliates. Wearing your CF shirt while you work-out at the Y or just kill a triathalon is an example of viral marketing designed to increase CF usership. Having Nicole stroll down the boardwalk in her tee shirt is another. A classic example of this was the placement of very attractive models in NYC bars using Motorola Razr phones before they came out. Multiple interlinked CF sites and blogs is another classice example.

Take a moment to think about how far the awareness of CF has spread in the last year, and how little traditional marketing (none?) has been done to achieve this to appreciate the power of viral spread of an idea!!

The t-shirt exchange is effective at showing that CF isn't an isolated phenomena-- it's not just a few folks here and there who are nutso, but rather a concept that is so effective that it has followers everywhere.

In terms of increasing business, it does get folks excited and talking about CF. People who aren't CF actives have asked Mark where he got his shirt and that spurs conversation about the concept and its effectiveness. It is effective at elevating overall brand awareness to populations who might otherwise not pay attention.

The t-shirt exchange alone isn't the whole kit and kaboodle, to be sure, but it is another good way to generate interest in CF and it is definitely a viral approach.

I think there's a lot of traditional marketing that the affiliates are doing locally to market themselves. CF doesn't need to do a big, national marketing campaign when the affiliates are really going at it grassroots, on their own -- sending ConstantContacts, reach out to media, having fundraising events, etc. On many levels, integrating the different components of marketing helps to support that awareness that's spreading... using a local approach to elevate the bigger/ national CF brand.

When you wear a t-shirt and someone asks where did you get that? Or they chuckle about a funny slogan. (Our no Cats ;) shirt is more popular with our female cleints than males) You start a conversation with someone about CrossFit. When a client wears a funny sloganed t-shirt, people take notice of the brand and ask them about it. It almost always leads to someone asking about what we do. When the tshirt is from somewhere else, it makes if even more interesting.

It leads to we own training center, which leads to us to our sales pitch "You have to try a class in order to join, if you like it, I will tell you how to sign up, if you don't its cool." When people get this approach, they find it refreshing compared to the bally lock 'em in the office until they sign approach.

Combine the soft touch approach of a t-shirt, blog, videos, web site, charity events and seminars whcih leads to a free/low cost way of having people know who you are and what you do. People tell their friends about their workouts and can send them to see videos about it, it creates a viral/buzz that in real terms costs only your efforts to take care of the people you already have.

Viral/Buzz/Networking etc. all rolled into effective fitness.

The term slam dunk come to mind.

I can't tell you how many people have asked me about the shirts.

It is a club feel to the whole

But Doug, how can you market effectively if I can't figure out how to get a no kitty shirt???
Lynne

Lynne,

Crap, I thought that was on the site. Well, one more thing on the list.

Doug

Lets do it! There's a common habit among many Firefighters who are traveling involving buying or swapping for a t-shirt/patch. I have seen different FD's represented across the country with great pride, as these shirts serve to advertise that the person is connected to the Service and has traveled to Brazil/San Francisco/New Zealand, etc.
I think for the Cf affiliates to spread our methodology while spreading our hometown pride is a great idea (effective "marketing" or not)!

No "dis" meant at all! I think the exchange is a cool idea. I have a CF Denver shirt from Randy that I wear in the gym in Cleveland all the time, and it generates questions about CF every time I wear it.

Doug,
thanks for the shirts I hope Young is getting some use out of the sweater now that the cold whether is about.

I know you aren't wearing a large ;)

sorry Yong

I can say this.
CrossfitEAST trains Police, LEO, MIL etc regularly via several formats. When I am in another city teaching, I introduce CF in the fitness for fighting and combat survival area. I always work out on the range and gym in an affiliate T-Shirt. Police always ask and I always get new site membership. Recruits that graduate from our agency also like knowing they have CF sites in their home town and brag about what they are going through with the caveat for their family to "look those guys up". My crew always want to do the same, CrossfitEASTSIDE, Crossfitnorth, CFNC etc, for example...if I had their shirts in stock I would sell more of them than mine. I hope it is working in the same manner for your sites when they see the shirt. I hope it makes them look you up. I have met so many of you guys, I can now wear a different T-shirt for almost 45 days. Save me laundry money. But I digress...It is great advertising.

pierre - we miss you. come back to ann arbor. i've been utilizing your advice on lifting...
as for the sweater or sweatshirt, doug must have given it to someone else. i never saw it. so much for my part in viral marketing for you.
thanks though.

What is the quote on Miki's shirt?

It says "You can cry, just don't be a baby."