One of the key changes that have happened out of the rise of the Internet compared with traditional fitness marketing is that it’s now become possible for customers to find out detailed information about your club online within the comfort of their own homes.
Many Clubs have produced websites (mistakenly in our view!) packed with facility details, and (unhelpfully we think) with their membership prices quoted online. This is more than enough detail to satisfy UNEDUCATED BROWSERS and the danger is that prospects use this information to build a FALSE or at best NEUTRAL personal impression of your club.
If you are the cheapest club in town then the challenge is straightforward. QUOTE your prices big and bold and point out how cheap you are compared to the competition. If you want to attract people who are buying largely on price, then that’s the best plan.
If you are at the other end of the fee spectrum OR you want to establish clear water between you and clubs in the same price point then your mission is to: INDOCTRINATE -To convey an impression of your club to online customers which will stimulate email enquiry, via the telephone or ideally the appointment to tour.
Here are the questions you need to answer in the INDOCTRINATION phase online:
WHAT is your unique selling proposition?
WHO are you aiming at?
Provide PROOF you can deliver it.
Explain HOW you deliver the USP to the people you are aiming it at.
So, the solution to successful INDOCTRINATION is as follows:
Explore different ideas to get effective data capture. Give away FREE information in exchange for a prospect’s email address.
Create a STORY of your club via video and audio representation.
Link these presentations to your online enquiries via a series of sequential emails.
Use a sales system (preferably online) that allows easy follow up and prospect management.
Provide testimonials from your satisfied customers.
Advertise results. E.g. weight loss or calories burnt by new members.
Titles matter! Give your staff job titles that establish EXPERTISE. Replace Fitness Instructor with a specialism like “Muscle Conditioning Specialist”, Gym staff with “Fitness Guru” and Receptionist with “Customer Service Co-ordinator”.
Utilise the facilities on Google PLUS to establish AUTHORITY by member Club reviews.
Utilise YELP! With positive Club reviews. Be seen in your Community as The Go to “EXPERTS” in fitness.
Write articles for local websites, magazines and blogs. Present regular webinars on health and fitness issues.
Create an “At Home Fitness Service” (programme service/nutrition advice/ home equipment consultancy) for people who are not ready to join you YET!
Focus on ONLY ONE COURSE of ACTION at the conclusion of the phase – GET PROSPECTS TO VISIT YOU FOR A TOUR!!
