I SEE MEDIA MARKT INVESTING IN TALENT. EACH OF ITS CUSTOMERS ARE ENCORAGED TO GIVE INFORMATION ABOUT CHANGES IN THEIR PHYSICAL AND MENTAL HEALTH, AFTER CONTINUOSLY USING ITS FITNESS EQUIPMENT. CUSTOMERS WITH DRASTIC CHANGES ARE ENCOURAGED TO COME TO STORE, AS “SPECIAL GUESTS” AND TALK TO OTHER CUSTOMERS AND ENCOURAGE THEM TO KEEP FIT. ALSO THEY ARE INVLOVED IN TEACHING NEW CUSTOMERS ABOUT EXERCISES. THERE IS NO SPECIAL AREA FOR THIS PURPOSE. THE “SPECIAL GUEST” SIMPLY MOVES AROUND, TALKING TO PEOPLE, IN THE HEALTH AND FITNESS EQUIPMENT AREA. IT IS ALSO FEASIBLE TO HAVE THE “SPECIAL GUEST” SITTING ON A CHAIR WITH DESK. THERE IS A SIGN BOARD/INFORMATION BOARD INTRODUCING THE “SPECIAL GUEST” AND HIS/HER ACHIEVEMENT. THE “SPECIAL GUEST” IS ENCOURAGED TO TALK TO PEOPLE ABOUT HIS/HER EXPERIENCES. HE/SHE IS EXPECTED TO TEACH PEOPLE ABOUT THE ART OF STAYING FIT AND HER/HIS METHODS TO ACHIEVE THE SAME. ALL PEOPLE ARE ENCOURAGED TO TALK TO THE “SPECIAL GUEST” AND ASK THEIR QUESTIONS. ALL THE FITNESS PRODUCTS ARE ON DISPLAY IN THE AREA. THE “SPECIAL GUEST” IS ENCOURAGED TO TALK TO PEOPLE ABOUT THE EQUIPMENT SHE/HE USES AND DEMONSTRATES HIS/HER TECHNIQUES. THE ATMOSPHERE IS CHARGED WITH ENTHUSIASM AMONG THE VISITORS AND THE COMMON BUZZ IS “IF SHE CAN DO IT, THEN I CAN DO IT”. A LITTLE BIT OF MEDIA PUBLICITY ABOUT THE ACHIEVEMENTS OF THE “SPECIAL GUEST” WILL HELP MEDIA MARKT ATTRACT MORE CUSTOMERS. ALSO THE “SPECIAL GUEST” GETS AN OPPURTUNITY TO EARN EXTRA MONEY. A CLASSIC EXAMPLE WILL BE A GOOD LOOKING FAT GIRL/LADY LOOSING A LOT OF WEIGHT AND THEN ENCOURAGING OTHERS TO IMPROVE THEIR FITNESS. THE STORE ALSO INVESTS A LITTLE TO MAKE THEIR PERSON A MODEL AND/OR THEIR BRAND AMBASSADOR/CONSULTANT.