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Drive Sales with Program Marketing


Design programs for people who dislike exercise BY CASEY CONRAD


I


n a hyper-competitive market- place where traditional marketing doesn’t work for most club opera- tors, program marketing has prov-


en to be one of the most successful concepts that helps accomplish mul- tiple objectives:


• First, it acts as a fantastic feeder


system and an easy entry point that drives new prospects (who ultimate- ly convert to regular memberships) through the doors. • Second, it engages existing mem-


bers who need additional support on their fitness journeys. • And third, and most importantly


for the long-term success of your busi- ness, it drives ancillary revenue.


What is program marketing? It is a


short-term, measurable program that provides a high level of personal atten- tion and accountability and appeals to a specific health desire or medical condition. Short-term means that the program


runs for 6–12 weeks. This is because people want the satisfaction of com- pleting something. Even if your club offers month-to-month memberships with no contracts, an individual who is leery of clubs, or has had past failures with exercise efforts, simply doesn’t want to commit to an open-ended


“Where most clubs fall short with program mar- keting is having a high level of personal attention and/or accountability.”


18 Fitness Business Canada March/April 2017


membership. The mentality is, “Let me try it before I really commit.” Having a 6-12 week time frame helps people stay focused and feel accomplished. Measurable means that people can


quantify a result. Everyone wants to feel they have won, and that win- ning feeling is a huge contributor to a participant converting to a regular membership. Whether it is pounds or inches lost, a drop in blood pressure or an increase in uninterrupted sleep, it is a must with program marketing. Remember the old adage, “What gets measured gets improved.” Where most clubs fall short with pro-


gram marketing is having a high level of personal attention and/or account- ability. Traditionally clubs have fol- lowed the “throw as many as possible against the wall and see who sticks” mentality with prospects who are on a trial or short-term membership. If a person already has an exercise habit, this may work. But with a new exerciser or someone who has previously failed, this is a terrible strategy. If you haven’t figured it out yet, the vast majority of people do not like to exercise! Yes, they want the results but don’t enjoy the process. Therefore, you must weave strong elements of personal attention and accountability into your programs. Finally, is appealing to a specific


health concern. Another marketing phrase is, “You get rich in the niche.” It’s true. People don’t want to exercise but they do want to control their blood sugar, lose weight, reduce their blood pressure, etc. By targeting specific pop- ulations you can keep your program groups small enough to meet all the other criteria.


Casey Conrad has been an international speak- er and consultant in the fitness industry for almost 30 years. She is the author of numer- ous industry sales and marketing books and is a frequent favourite at canfitpro conferences. Contact her at CaseysHealthClubTraining@ya- hoo.com or www.HealthClubSalesTraining.com.


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