As seen in the trade publication of the fitness industry in England...FitPro
Warning: THIS SEMINAR MAY BE THREATENING TO YOUR CULTURAL MORES AND HAS BEEN PROVEN TO MAKE SUBSTANTIAL INCREASES IN YOUR "BOTTOM LINE"
That was my opening statement to a packed room of professionals at a conference over seven years ago in the UK. I was about to share some "extremely blatant promotional" tips to an audience that was supposedly "very British" from a "very American" professional speaker. Not to worry! All those euphemisms were soon forgotten and we were off to a rolling start. OOPS, one more challenge! "Two great countries divided by a common language. Not a problem! Just laugh at the double entendres and we'll all have fun,......... and we did!
Creating strategies that promote new members, high visibility and excitement among current clientele demands an ongoing marketing effort. Under the umbrella of marketing, we have such variables as advertising, research, sales and public relations.
One principle of promotion to be emphasized is finding your differential advantage. Remember, the more your competition does what you do, the more you have to make sure your clients understand how you are different. Feature the credentials of your staff, pick a name or logo that stands out, offer classes for special populations that no one else does and then market the uniqueness of it.
Penetrate your existing clientele. Get referrals from within, find out what you can do to build equity in your clients by building value into all you do. Transcend your services by giving out articles weekly, follow up on suggestion box input, invite several members to a round table discussion to share their comments, and then distribute these to the appropriate managers. Offer Corporate Challenge events to develop club awareness in your community. Get involved in local pageants by offering discounts to contestants, sponsorship awards or prizes.
Serve on community boards, charity events, get involved in social activities and then write a press release announcing your appointment and participation. Host a job fair to increase traffic in your club, provide special senior programs for community services and to help build your non-prime time hours. Offer scholarships for local sports teams, cheerleaders or sponsor a local sports event such as a tournament and then host a party or awards presentation.
Do not mis-position yourself. When I first opened my studio, the name "a dance class" became very limiting when I wanted to attract men and offer more fitness services. Hence, The Body Firm evolved. Name your club and classes with thought to gender and abilities. Some people would prefer an intro' class rather than a beginner class.
Develop a newsletter that will enable you to sell more to present clients and help open new target markets.. A newsletter will keep your name and services constantly before the public. It will also help potential clients to understand your unique services and establish you as an expert in your field. Not having the time, staff or talents is often a consideration. We had each of our staff members bring to our monthly meetings two paragraphs-- one about themselves or their department and secondly, info on their clients, ranging from birthdays to fitness achievements. We then had our newsletter data and only had to format it for production. Often a barter of services can be instrumental in many areas where there are economical constraints.
A media kit can be useful in marketing your club. It can be used as a presentation folder for corporate clients or other external recruitment. You may find it serves as a information packet for people who require additional info. Your basic media kit is a standard 9 x 12 folder which can be customized with your logo, labels or color coordinated to your club. It should include testimonial letters from prestigious and satisfied clients, your club brochure, a one-page info sheet on your club, background and amenities, a current club newsletter, a photograph of your club, several reprints of articles about your club or events and a profile on the owner's /staff credentials.
The fitness profession is always evolving and changing. Your marketing strategies must be revamped, updated and compatible with these emerging trends and member needs. You can build a better mousetrap but in the real world, if people don't know about it, they will never beat a path to your door. Be enthusiastic about your marketing strategies, don't vacillate-----go with it and enjoy the end result.
Oh yes, the rewarding part? One of my audience members told me "I gobsmacked them" That is good, isn't it?
Mikki Williams, CSP, is an international speaker, trainer, and consultant, specializing in business dynamics and personal development, under the umbrella of Mikki Williams Unltd. Based in Chicago, Illinois, she also runs Coaching, etc... a business and life management coaching enterprise. She is the CEO of Six Degrees of Wellness, a natural health company and Chairman of a CEO Forum, affiliated with TEC, The Executive Committee, a worldwide organization of 7000 CEO's. She can be reached through her websites;
www.mikkiwilliams.com
www.unicitynetwork.com/SixDegreesofWellness
www.customprofile.com/SixDegreesofWellness
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