Most clubs are challenged by two common problems on a monthly basis:
1. What are we going to do next month to get new members?
2. We’ve got to close the back door, our attrition rate is too high!
As a Regional Sales Manager in our great industry for almost 20 years, I know first- hand about these challenges. With ever increasing competition, it’s all a club can do to make itself stand out amongst other clubs as truly different or unique. Most clubs realize it is far less expensive to keep members than it is to attract new ones. These problems are precisely why we created Powerful Promotions! We are in the business of helping clubs obtain and retain members and we have proven products and services to do just that.
In this article we are going to discuss non traditional ways you can attract new members effectively and within your budget. We’ll also discuss some high impact, fun ways to improve your retention.
Getting Prospective Members in the Door
Problem: We don’t have enough traffic. If we can get prospective members in the door, we can sell them.
Solution: Run a 21-Day Fitness Study. One of the most powerful promotions (no pun intended) I have seen in the industry is the Fitness Study. The Fitness Study drives large numbers of qualified prospects into your club to participate in a 21-day Fitness Study. To qualify, volunteers must agree to complete a minimum of two supervised workouts per week for three weeks. They must also do a fitness profile at the beginning and at the end of the study.
Why It Works!
Participants love volunteering for a program that gets them started and provides them with adequate supervision and motivation.
Response Rates
I’ve successfully run approximately 40 Fitness Studies. Generally, if a club mails out 5000 Fitness Study postcards and they follow the guidelines of my Fitness Study Success Manual, these are the results that can be expected:
Info Calls……………………………..75 to 120
Appointments…………………………75 to 85
Total Participants …………………………… 80
Total New Memberships…………….35 to 50
Testimonial
Donna Bentley, owner of Ladies Workout Express in Garland, Texas, had this to say about the results of her Fitness Study. “We mailed out 5000 Fitness Study postcards and got over 85 calls and 70 people registered for the study. This promotion has generated more traffic than any promotion we have ever done. We expect 35 to 40 people will join as a result of the Fitness Study. Powerful Promotions’ Fitness Study Success Manual has been a real key to our success. I don’t suggest you go it alone.”
For about $2,000 we can produce and handle all the direct mail services. With 40 new members, that comes to only $50 per new member.
Marketing For New Memberships
Problem: It seems like we are always scrambling at the end of the month to get a promotion out by the first of the month. We rarely make our target mailing date.
Solution: Create a 4-panel brochure or postcard . The fourth panel is left open to give you the opportunity to change your promotion at a moment’s notice. The same thing can be done with a postcard. Powerful Promotions designs the brochure or postcard so the offer panel can be left open to change promotions monthly. The shells are printed in four colors and the imprints with the changing promotions are done in two colors. When it’s time for a promotion, the club orders the appropriate number of pieces that are already printed and then the offer is printed on the open panel. This allows you to never have to rush a promotion again.
A portion of the brochures can be produced with only three panels. These brochures can be used on tours or for handouts without an offer on them.
For an initial order of 50,000, brochures are about 12¢ each and postcards are about 5¢ each.
Marketing Your Club Events
Problem: We need to increase member attendance at events, but we don’t want to continually clutter the club with posters that most members don’t read.
Solution: Optimize your member communication with Scrolling Message Display Boards.
These electronic display boards are great for fitness and cardio centers. You can even have headline news, sports and stocks scrolling under your club’s message. These boards will greatly reduce your club’s reliance on costly posters that clutter up your club and lobby.
Special Features
• Built in animation. Create your own graphics. Infrared programming allows you to remotely change messages at a moment’s notice. Easy to use…no manuals!• All models can be used to connect to one or multiple displays to your computer by purchasing optional software for only $124.
• Great for generating revenue by advertising local businesses!
• We carry a complete line of models in various sizes and features.
Offer New Services
Retention and Sales Problem: We need to find new and creative ways to get prospective members in the door and then keep them as members once we do.
Solution: Start doing cholesterol testing at your club for members and prospective members. Cholesterol testing has been made easy, accurate and profitable with the new technology of The Cholestech LDXTM. Now you can run your own total cholesterol screening for members and prospective members with a 5 minute test! With a simple finger stick and 5 minutes, you’ll be able to give your members or perspective members the following information:
Total Cholesterol
LDL (bad cholesterol)
HDL (good cholesterol)
Triglycerides
Glucose
The Old Way
Hospital staff comes to club and draws blood. Results come back in three to five days. A fee is paid to the hospital.
The Cholestech LDXTM Way Today!
A simple finger stick and results in only five minutes. A fee is paid to the club. Results are as accurate as any laboratory analyzer. Complete on-site training is provided at no additional cost!
Use the LDX to Generate Revenue
The cassette used for testing costs your club approximately $12. Members will be happy to invest $25 to $35 and five minutes of their time to get this life saving information. No doctor’s office visit, no large blood draws and no waiting for results!
Increase New Membership Sales With The Cholestech LDXTM
Powerful Promotions will provide you with an effective direct mail campaign to inform members and prospective members about the benefits of the Cholestech LDXTM. The direct mail piece invites non members to your club to have their cholesterol checked and to receive a complimentary trial membership.
Bonus! After you purchase the Cholestech LDXTM, if you require additional units for multiple screenings or a wellness event, they will be provided free of charge for up to 15 days!
The LDX costs $1995 and screening cassettes are $112.50 per box of 10. The direct mail piece is $780 for 5,000.
Powerful Promotions has many other marketing products and services in their 20 page, full-color catalog, as well as on their website at powerfulpromotions.com (due to debut around August 1, 2004). You can reach them at 877-822-5577 or e-mail them at sales@powerfulpromotions.com to request a catalog.
