How to Maximise Customer Value (Part 2)
Last time we discussed why it is vital in a time when memberships are increasingly hard and more expensive to attract, that you focus on maximising the values from the ones you already have.
The logics very simple.
Once the original membership sale is achieved then all further revenue is achieved with virtually nil additional cost of sale.
Here’s a starter list of things you could sell or add into added value memberships.
- VIP 6 week & 12-week starter programmes
- Personal Training
- Personal Coaching Programmes
- Personal Progress Measurement Packs
- 4 & 6 Week Specialist Programmes
- Re-programme sessions
- Dietary Analysis Sessions
- Fitness Assessments
- Individual Group Gym Clinics “how to train with …”
- Bundles of Guest Passes
- DNA testing
- Blood Analysis
- Electrolytes
- Small Group Gym classes
- Seminars
- Webinars
- Training Groups ( triathlon, Running , Cycling , walking)
- Supplementation
- Ready to Go Nutrition Meals
- Training Products
- Home Exercise Equipment Consultancy
- Active Holidays
- Leisure Groups (golf societies, cooking clubs, book clubs)
- At Home Exercise Education
Create Opportunities where you and the customer can meet to buy things ! Use both Online and Offline opportunities)
Sales Vehicles that you can use to maximise the opportunity of the product development above.
- Point of Sale when joining up
- Online New Member Emails
- New Member Follow up Phone Calls
- Social Media
- Website Offers
- Lead Magnet Opt-ins Online
- Initial First Visit to the gym
- Follow up gym sessions
- In-Gym Rituals (10 minute hourly sessions at regular times)
- New Member Newsletters offline and online
- Ongoing email and txt campaigns
- Website offers
- Fortnightly Campaign Landing pages
- Social media posts
- Facebook advertising
- Roll Call Webinars
- New Member Welcome Nights
- New Member Online Education Programme
- In Club Tannoy Announcements
- Club Hand-outs
- Monthly Member and Guest days
- Quarterly Member Newsletters
- Quarterly voucher offers
- Direct Mailed Fitness Gift Voucher Offers
- Birthday Offers
- Christmas Offers
- Easter Offers
- Valentine Offers
- Charity Donations
- Quarterly Reactivation Fortnights
- Monthly Meet the Manager Nights
