Extra! Extra! Media-generated publicity is free, effective-and easier to get for your club than you might think. Here’s our expert advice for getting noticed by your local news generators.
Nicole Sherman joined her gym because she saw it on television.
“I’d been wanting to lose weight for a while, but I was intimidated by the idea of going into a gym,” says Nicole. “Then one night there was a story on the news about a gym that had opened in my neighborhood, and all the women looked happy and like they were having a good time, and I thought, wow, I should check that out.” Nicole has been a member of that Atlanta Curves fitness club ever since.
For most good clubs, keeping members once you’ve gotten them is less difficult than getting people inside the door in the first place. With so many preconceptions about what health clubs are like added to the natural insecurity people can feel walking into place where they feel at a physical disadvantage, many prospective members avoid clubs.
Media attention can be a great way to lure these people in. Unlike advertising or cold calling, media attention gets people’s attention because it feels credible and entertaining. Having a story about your club in the local paper or being featured on a local morning talk show can really do a lot to drive traffic to your club.
Lots of owners feel like media attention isn’t in the cards for their club because it’s too small/not fancy enough/not special enough, but the truth is, most media is looking for stories to cover. If you can pitch a compelling story, media attention will follow.
Look among your members. If one of your regulars is training for his third marathon or another has just reached her target weight after a 13-month plan concocted by your club’s personal trainer, you’ve got a personal interest story. Personal interest stories are those feel-good pieces you see at the end of the nightly news or in the features section of your newspaper-they highlight a specific person and his specific story, and media outlets are always looking for good candidates.
MASTER THE ART OF THE PRESS RELEASE. “Come check out our club because it’s really neat” isn’t a press release. Neither is “We got a new cycling machine.” Put your news into a context that would resonate with someone who’s reading or watching the story. Think about it: Would you really be interested to know that your local bank is offering a new credit card? Probably not. But if your bank’s new credit card had a cash-back program that went toward your monthly mortgage payment, ultimately saving you as much as $3,000 a year in mortgage costs, you probably would be interested. Try to see the big picture when you’re putting together your press release. And don’t forget to pay attention to other news stories, too-if you see a story that says 75% of American don’t know how to read a nutrition label, work with your club’s nutritionist to create a press release that explains how to read a label.
Become an expert. One of the most effective ways to secure media attention for your club is to establish yourself as an expert on fitness-related subjects. Local media outlets have an ongoing need for reliable, professional sources who can speak to current issues in their areas. If you feel confident in your experience in the health care field, consider calling around to local media outlets and offering your services as an expert.
Do something newsworthy. A little showmanship can go a long way toward getting media attention. Host a “Yoga for a Cure” breast cancer benefit, or donate your club’s facilities for the local state championship wrestling team to use for their workouts. Celebrate milestones, like your 100th member, with clubwide festivities or offer an over-the-top prize (like a weekend for two on the Mexican Riveria) for the member who logs the most workouts in a calendar year.
