4 REASONS YOUR FITNESS PROMOTIONS AREN’T WORKING
Time to rethink your marketing strategy? BY MIKE ARCE
when your offers don’t get the results you need? This is where new strategies and practices come in. Here are four reasons your promotions aren’t working and how to fix them.
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is why coupons are so popular. But this doesn’t mean that a percentage off or lower-tiered pricing is the best way to at- tract people who’ve never experienced your facility. Asking a completely cold audience to invest before they’ve seen what you have to offer may lead them to a competitor with a better approach. Instead, offer a free-trial period with
1 They don’t stand out
a time stamp (one to two weeks is ideal). This gives an incentive for the person to visit because there’s nothing to lose finan- cially. It also gives them lots of time to fall in love with your workouts and real- ize the value in paying full price for your membership.
Another area where clubs go wrong is advertising too broadly on Facebook.
2 They aren’t targeted Everybody loves a discount, which
romotions are hugely important when it comes to getting new members through your club or studio’s doors. But what happens
When you design your ad to appeal to ev- eryone, it’s much less effective than tar- geting your ideal customer. Who are your best and highest-reten-
tion members? Who pays the most and stays the longest? Who do you enjoy work- ing with the most? These people are your ideal customers, and they’re the group to target with your offers and promotions.
3 You’re using the wrong platform
If you already advertise your club online, you’re on the right track. But are you using the right platform? If you’re using Facebook ads, the answer
is yes. With over 1.65 billion monthly ac- tive users, Facebook makes it easy to reach your ideal customers. You can choose your audience based on their location, interests and more. You can even set up and run multiple campaigns using Facebook Power Editor. (We’re so sure that Facebook is the best advertising option for fitness studios that we’ve developed an entire fitness marketing program that revolves around this social media platform.)
4 There’s no tight follow-up process
When used the right way, Facebook ads can bring your studio a ton of new
leads—but only if you have a good follow- up process. Start by setting up an email that auto-
matically goes out each time a prospect opts in for the free one or two weeks. Mailchimp is a good basic email service, and Infusionsoſt with its added CRM and list-building functions is also a good op- tion. Its automated email confirms that your prospect redeemed the coupon, and it lets you personally invite people for their first workouts. You can set up as many automatic
emails as you like, but to really convert your leads you need to call or text them ASAP—preferably within 15 minutes or less of them responding to your ad. The faster you follow up, the more likely you are to catch them with their phones in their hands and their brains in “yes” mode. If you don’t reach them on the first at-
tempt, don’t give up. Research shows that 80 percent of sales are made on the fiſth contact!
Mike Arce is the founder and CEO of Loud Rumor, an online marketing agency that helps local businesses grow and get more customers. For more information, visit
www.loudrumor.com.
July/August 2016 Fitness Business Canada 11
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