Building a successful business requires that you constantly attract new customers and encourage your members to regularly use your facility’s services. Introducing more services and added products that fit in with your target customer’s lifestyle is a good method of getting existing customers to visit more often, purchase more services and products, and share their “new finds” with friends and family. The Internet can help you find and educate new customers on your facility and what it has to offer, and it can also be very powerful in increasing revenue from existing customers. The best time to toot your own horn is when you have news to share, or new products and services in which customers may be interested.
Add a new product or service.
Perhaps you add tanning to your club’s array of offerings. By making this announcement via the Internet, you get attention; broadcast your news quickly and inexpensively, and you have a platform that can explain the benefits of this new product or service addition. Introducing tanning during the dreary winter months, would give you the opportunity to talk to your members about the convenience of working out and getting a tan in the same place at the same time – instead of driving to another facility for the two services. Additionally, you could let your members know that the tanning session is a warm and relaxing reward for a good, tough workout – with instant results. Explain to them that during the dark, short, winter days they never get enough sun, and the tanning bed can provide them with UV rays in a regulated setting while providing the benefits of the sun (the sun is the best source of Vitamin D which has been shown to act as an antioxidant against all sorts of ailments). And, just like the good feeling one gets after a workout, getting that dose of sunlight makes one feel better. You see, with a small investment in equipment, and the marketing of that equipment via the Internet, your club can realize repeat business and additional revenue each time your clients visit. Why not offer all of this at your facility, encouraging good looks and good feelings for your customers? And, why not talk to your customers through the Internet about these benefits?
The Internet can be a quick and easy method to get your story out.
The best part is you don’t even have to have a website for your facility. (One word of warning before you start with the Internet: It is not a replacement for traditional advertising and marketing methods. Do not think for a minute that the Internet will replace sending postcards; participating in coupon campaigns, or having a solid, high-traffic location.) What the Internet can do is add a few more new customers every month which can have a significant impact over a year – but, this would not deliver significant shortterm results.
Create a MySpace.com site for your center.
MySpace.com has become a phenomenon among men and women ages 17-35. There is a lot of overlap between the demographic profile of an average MySpace user and your club’s customer base. All you have to do to create an account is register and answer a few questions. MySpace users who workout at your location can list your club as a “friend” and this in turn, tells the user’s friends about your club. (Another word of warning: If your facility has customer service problems, listing on MySpace will create a storm of negative press. So, be sure your house is in order).
Consider using an email marketing service.
Constant Contact or Google groups charge less than $100 for sending emails to small emailing lists with only a few thousand names. Email is a great way to remind your club’s customers to come back; announce new products, and tell people about new equipment. Just remember that to comply with the CAN-SPAM law, you must always get permission to send emails to people – and, be able to prove the date as well as the method in which those individuals gave you permission to send them email. Have people fill in a response card, or add a place to check “send me your email newsletter” on your membership forms. Email newsletters are a great way to keep your club in front of your customers. The newsletter can be more like a tip sheet and doesn’t have to be lengthy or involved. Offering a “workout tip of the month,” plus a schedule of events and a “what’s new” section will work. A newsletter with this type of information is a perfect method of educating customers, providing them with a benefit and special offers. In addition, consider offering a discount on a product or service if the customer signs up for your mailing list.
Take these steps and your club will be equipped to reach Internetconnected customers in your area through search engines. Finally, you’ll be improving customer loyalty by telling your customers about the many benefits of your club via email – which is a great low-cost way to get in an extra marketing touch.
Marny Reed is the Director of Marketing & Product Development for ETS Tan. For more information about ETS Tan, contact ETS at 800.668.5193, or visit www.etstan.com.
