door. “Create a unique selling mes- sage that differentiates you from your competition and offers your prospects something they really want,” she says. Use it in every single piece of market- ing, and think of it as the philosophi- cal foundation of your business. It’s ideal if you can show both ben-
efits and features in your marketing materials and advertisements, says Karran Finlay, president of Karran Finlay Marketing in Vancouver. But she agrees that it is benefits that make the sale. “Experienced members have a good grasp of what to expect with respect to equipment, so they tend to focus on the extra benefits that offer an improved overall experience (e.g., exclusive fitness classes, steam rooms, personal training, etc.). People who are new to clubs are looking for con- venience and club environment, a club that’s not intimidating, and options like child minding, a women’s only area, special fitness classes, etc., that meet their personal needs,” says Finlay.
4. Don’t forget your staff Failing to sell to your current mem- bers is a classic mistake. Member
referrals, former guests and past mem- bers are all viable targets to grow your business. And don’t forget about your staff
members, says Finlay. If an external marketing campaign promises one thing but the offer doesn’t translate once people enter your club, there can be a huge disconnect. “The better your staff understand
and believe in your service offering, the more they will positively support the messaging aimed at your target clientele,” she says. “Getting the most out of your employees can be just as effective, or more effective, then spending thousands of dollars to at- tract new customers. If your employ- ees are passionate and hard work- ing, customers will usually follow as a result.”
5. Hire a pro In the same way that people can get
fit without the help of a fitness expert, club owners can take on the design and implementation of their own mar- keting plans. “But if you hire a pro- fessional marketing company, you’ll reach your goals faster and do away
with the guess work,” says Bourdon. “Using tried and true campaigns that have worked for other clubs lets a club save time and money too. Our compa- ny’s goal is to help clubs strategically plan their marketing several months in advance and to print as much as possi- ble at once to save money and time.”
6. Measure what you’re marketing You can’t manage what you can’t
measure, says Bourdon, so be sure your marketing plan has a tracking system that shows where your pros- pects and new members have come from. Was it your direct mail cam- paign, full-colour flyer, referral push, or the contest that drew them to your door? What parts of your market- ing plan are working and what aren’t? Systems that measure each individual marketing thrust allow you to analyze which ones are giving you the best re- turn on your investment. FBC
Barb Gormley is the senior editor of Fitness Business Canada, a freelance writer and editor and a certified personal trainer. Contact her at
www.barbgormley.com.
September/October 2011 Fitness Business Canada 21
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