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Get Creative with Cross Promotions with Local Retailers Because B.A.C. members are rela-

tively affluent folks who can afford to shop at premium retailers, we have identified local premium retailers in our area that sell or provide premium prod- ucts or services. We want to establish win-win partnerships with businesses that serve customers we want to meet. In return, we provide them with the op- portunity to reach out to our members.

Each cross-promotion relationship is

exclusive. In other words, we will only connect with one premium retailer rep- resenting each industry sector, e.g., one fine dining restaurant, one shoe store, one health food store, one coffee shop, one women’s clothing store and one spa etc., etc.

We provide our retailers with free

15-day passes for two adults for all their customers, as well as a discount on memberships. On the reciprocal end, our partner provides our members with a discount on their goods and or ser- vices that we can add to our e-book of coupons.

In terms of providing exposure to

these businesses, we provide each with a menu of marketing options from which to choose. These include, email blasts to our members, a Saturday night free club rental to host a squash and fit- ness party, magnetic signs placed on the tin of our squash courts, print mate- rial posted in our club, links on our web- site, a staffed mobile display unit on our premises one week per year, name recognition at special club events, pig- gybacked advertising opportunities on our print advertising materials and mail-outs, and more.

In return, we provide these business-

es with a suggested menu of options that would allow us to reach out to their customers.

40 Fitness Business Canada March/April 2014

ultra-expensive all-men’s squash club. To remedy this situation, the partners are planning an aggressive outreach campaign that includes revamping its website, taking to social media, join- ing local business and social networks, generating cross-promotions with lo- cal retailers and launching a corporate membership program. Although the Barrie area (popula-

tion approaching 200,000) continues to be one of Canada’s fastest growing

regions, the B.A.C.’s long-term success will also be impacted by two big-box club competitors operating within a ki- lometre of the club. “Although our marketing efforts are

important, we also need to be better at operations than our competition,” says McPhee. “We’re smaller and more expensive, so we need to be cleaner, better staffed and better at responding to our customer demands and needs.” FBC

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