FBC
UPFRONT» Interview Fitness Business Canada: Which
marketing strategies have lost their effectiveness, and what new strate- gies do you recommend for attract- ing clients?
Bedros Keuilian: I don’t believe that
traditional marketing has ever been effective for fitness businesses. I think that flyers, business cards, billboards, radio commercials and television spots are usually wasted marketing funds. And here’s what is phasing out and
becoming increasingly ineffective: buying Facebook likes, social media ads that only target cold leads, selling big ticket training programs up-front, offering e-books or digital products in exchange for opt-ins, and getting by on a poorly designed, unattractive or outdated website. Strategies that do work include so-
cial media advertising, online sales funnels and community marketing. Another strategy that’s working
Find and Keep Great Clients
Do more business with the right marketing and retention plans
BY STEPHANIE JOANNE
Bedros Keuilian, fitness marketing expert and CEO of the Fit Body Boot Camp franchise, shares his ideas about the most effective marketing strategies, creating better profit margins and retaining clients
14 Fitness Business Canada November/December 2015
right now for some of the most profit- able fitness businesses in Canada is “retargeting.” When you’re shopping online for shoes or a piece of electron- ics and that item suddenly pops up in ads all over your Facebook page, this is retargeting. It’s a great way to qualify leads before making an offer. To use this powerful technique for
your own business you need pixel tracking software, a simple Facebook tool that allows you to create target- ed ads. There are plenty of resources online that teach you how to use this tool, or simply ask your developer to implement it on your website. Use it to market your personal training, boot camp, club or leads who already know you and like your content.
FBC: How important is email
marketing? BK: Email marketing is the bread
and butter of any successful fitness business. Because of the nature of our service and the emotional triggers that encourage people to join, we need long form marketing tools such as email. Think about why anyone buys your
training or a membership to your club or why a prospect chooses you over a competitor. Usually, it doesn’t have anything to do with your facility, equipment or training. As far as pros- pects are concerned, you pretty much
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