FBC TRAINERS
TRAINERS » Member Service» Marketing 4 W i 2.
4 Keys to Effective Marketing By Claudiu Popa
tion and convert more prospects into paying customers.
Set yourself apart from the competi-
Whether you run a chain of clubs or
Set yourself apart from the competition and convert more prospects into paying customers.
manage a home studio, generating con- sistent revenue is always a challenge. Factors from harsh economic times to a saturated marketplace can reduce rev- enue and require increased effort in all aspects of your business.
BY CLAUDIU POPA job. It is your job! Here are 5 principles of effective
marketing to incorporate into your day-to-day activities:
1. Marketing isn’t part of your
reduce revenue and require incr ased effort in all aspects of your business.
Here are 4 principles of effective marketing to incorpo- ratie into your day-to-day activities:
1. MARKETING ISN’T PART OF YOUR JOB. IT IS YOUR JOB! Many passionate and talented fi tness professionals lament
Many passionate and t ented fit- ness professionals lament the fact that they “just can’t sell” or that they find the task of building a business unpleas- ant. Make no mistake – without grow- ng your business through sales and marketing, your club will not be sus- tainable and you simply will be unable to do what you love, that is, help people reach their personal fitness goals.
the fact that they “just can’t sell” or that they fi nd the task of buinlding a business unpleasant. Make no mist cake – without growing your business through sales and marketing, your club will not be sustainable and you simply w eilsl be unable to do what you love, that is, help people reach th ceiirr per onal fi t- ness goals.
Recognize that each client, every Twitter follo twer and every busianess contact is a potential source of recur lring revenue. Take the opportunity to show that you care about your cli- ents’ priorities, offer helpful and personalized information, and follow up. It all goes a long way toward buiielsdi. Lneg your reputation, and it makes every satisfi ed client an unoffi cial marketing and sales person who works for you!ate it.
Make the most of every activity and teraction. Recognize that each client, every Twitter follower and every busi- ess contact is a potential source of recurring revenu . Take the opportu- nity to show that you care about your clients’ priorities, offer h pful and per- onalized information, and follow up. t all goes a long way toward building tion, and it makes every
tisfied client an unoffic l marketing and sales person who works for you!
Don’t keep your plan secret.
Share it! People enjoy being part of a plan.
Talk with all your clients and let them know that you are driven to succeed
I Make the most of every activity and interaction. y ur reput
2. DON’T KEEP YOUR PLAN SECRET. SHARE IT!
People enjoy being part of a plan. Talk with all your clients and let them know that you are driven to succeed and that your priorities are aligned with theirs. Let clients spoonfeed you the best ways to keep them happy, and follow these to
28 Fitness Business Canada July/August 2012 28 Fitness Business Canada September/October 2012 3.
hether you run a chain of clubs or manage a home studio, generating consistent revenue is always a challenge. Factors from harsh eco- nomic times to a saturated marketplace can
Keys to Eff ective Marketing
and that your priorities are aligned with theirs. Let clients spoonfeed you the best ways to keep them happy, and follow these to the letter; you want nothing more than to create the ideal environment for their health and fit- ness. Constantly remind your clients – in person, on line and on Twitter – that your business is driven by their input. It will keep them motivated and coming back day after day. Before you know it, they’ll be dragging their friends and family to you without any additional effort on your part.
Evaluate your investment Marketing efforts can be expensive
in time and money. New businesses of- ten blanket a local area with flyers and offers of all kinds – the so-called “ele- phant gun” approach. It may eventual- ly succeed, but without proper metrics it may not deliver substantial value.
Use targeted direct mail campaigns,
pay attention to the priorities of re- cipients, and ask responders how they heard of you and for their impressions of your club. Maximize your invest- ment whether it is a print, direct mail, online or social media campaign.
4. Make it personal Remember that existing and past
lients are much easier to reach than new audiences because you have an tablished relationship. Even if their cumstances have changed, they
can provide testimonials, referrals and word of mouth advertising. Reach out o them and ask for suggestions for eads, offer them incentives to bring a partner or re-join, and reward them with free assessments and other good- t them know what you need and
show them how much you appreci-
the letter; you want nothing more than to create the ideal environment for their health and fi tness. Constantly remind your clients – in person, on line and on Twitter – that your business is driven by their input. It will keep them moti- vated and coming back day after day. Before you know it, they’ll be dragging their friends and family to you without any additional effort on your part.
3. EVALUATE YOUR INVESTMENT
Marketing efforts can be expensive in time and money. New businesses often blanket a local area with fl yers and offers of all kinds – the so-called “elephant gun” approach. It may eventually succeed, but without proper metrics it may not deliver substantial value. Use targeted direct mail campaigns, pay attention to the
priorities of recipients, and ask responders how they heard of you and for their impressions of your club. Maximize your investment whether it is a print, direct mail, online or social media campaign.
Claudiu Popa, PTS, OAS, specializes in older adult fitness and appreciates working with exceptional clients and outstanding fit- ness professionals. Claudiu is the founder of Workout Smart. You can reach him at Claudiu@
WorkoutSmart.ca and follow him at Twitter. com/WorkoutSmart and on Facebook.
HOW THEY HEARD OF YOU AND FOR THEIR IMPRESSIONS OF YOUR CLUB.”
CAMPAIGNS, PAY ATTENTION TO THE PRIORITIES OF RECIPIENTS, AND ASK RESPONDERS
“USE TARGETED DIRECT MAIL
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64