» Marketing FITNESS SHOULDN'T COST YOU ..
YOUR CLUB ADDRESS, CITY, STATE Stop by now or call 1.888.349.4594 www. c l u b a d s . c om
YOU’RE ALREADY A MEMBER!
“I tried[clubname] foramonthand
I’malreadyloving howI feel!”
TRY US FREE
OCTOBER! Try a BodyPump™ You’ve always had it in you
WWW.CLUBADS.COM
FOR THE MONTH OF *
, BodyCombat™,
Yoga or Group Cycle class Zoom on in for Zumba® Take a Swim and Try an Aqua Class Shoot Hoops Crosstrain with TRX® Strengthen & Tone Your Body Join a Clinic, Class or Camp Much, Much More!
Should you advertise in the newspaper or door-drop brochures? Do direct mail or run a contest? Attend networking events or count on word-of-mouth?
marketing, says Tracey Bourdon, a marketing coach at Susan K. Bailey Advertising in Foxboro, Ont. “As each month draws to a close, these clubs scramble as they realize that they have nothing planned for the coming month,” she says. Alternatively, says Bourdon, the savviest clubs map out an annual or quarterly plan, estimate the cost of carrying it out and then reap the rewards with a steady stream of quality prospects. Here are six marketing must-do’s
T
that every club should follow to keep prospects coming in the front door.
20 Fitness Business Canada September/October 2011
here are hundreds of ways to promote your fitness business. Unfortunately, most clubs take a shotgun approach to
five to six percent of revenue, and this amount should be set aside monthly, says Bourdon. If this seems like an im- possible amount, she suggests allotting an amount you can afford and then considering it spent money. Clubs with limited financial means should consider cost-effective marketing tools like Facebook and other social media, websites, referrals, health fairs, local networking groups, etc. “The trick is to determine where your members are coming from and how to best reach them,” says Bourdon. And basic plan- ning ahead will maximize any budget, she adds.
3. Talk benefits not features Do your club marketing materi-
als highlight features like treadmills, weight machines, locker rooms and staff qualifications? Stop stating the obvious, says Bourdon. Instead, focus on the benefits of joining your club. Talking up benefits that your compe- tition doesn’t offer or promote – like weight loss, increased energy and self- confidence or services like TRX train- ing, kettlebells and nutrition counsel- ling – is what will draw people to your
YOU’RE ALREADY A MEMBER! BY BARB GORMLEY
1. Consider marketing an ongoing task No matter what size your marketing
budget may be, the key is to never stop marketing, says Bourdon. “Remember, if you have no leads or prospects you’ll have no new members.” There will always be new competition com- ing into your market, so you need to stay in the forefront of people’s minds to retain your market share. “You can never take members for granted,” says Bourdon.
2. Be realistic about your budget Marketing doesn’t have to be ex-
pensive. Traditional budgeting formu- las are 10 percent of fixed expenses or
“I tried[clubname] foramonthand
I’malreadyloving howI feel!”
WWW.CLUBADS.COM
TRY US FREE
OCTOBER!
FOR THE MONTH OF *
YOUR
...
Images courtesy Susan K. Bailey Advertising
YOU’RE ALREADY A MEMBER!
WWW.CLUBADS.COM
YOU’RE ALREADY A MEMBER!
WWW.CLUBADS.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64