holds true for marketing. Successful clubs all have well designed market- ing plans that include something from each of the following marketing cat- egories each month:


1. External — such as newspa-


pers, direct mail, Google adwords and Facebook ads 2. Internal — such as referral cam-


paigns and alumni and missed-guest strategies 3. Guerrilla — includes lead boxes,


flyer drops, joint marketing with lo- cal businesses and general one-on-one networking


4. Corporate — includes any promo-


tion directed to local businesses 5. Community— any PR or philan-


thropic effort that creates goodwill Clubs that allot a majority of their


monthly marketing budgets to tradi- tional efforts get some response. But clubs that disperse their money over all five of the above marketing cat- egories receive many more leads and membership sales. »


November/December 2015 Fitness Business Canada 29


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