Marketing to be Successful

Q: Is there an easy and less intimidating way to develop my marketing plan? – Submitted by Justin Merrell, Owner of Ultima Fitness, Wellington, Fla.

A: In order to continue bringing in a monthly flow of traffic, the club needs to have a systematic and extensive marketing plan in place. However, it can be very intimidating to begin the process of creating a plan.

Most clubs use a shotgun approach to marketing. They try one thing and when it doesn’t work, they stop trying it and when the next idea strikes them, they try that idea. Successful marketing is not a one-time mailer or buying ad space because someone came to the door with an amazing ValPak offer. This type of marketing has never worked for the industry, or for any other for that matter. If the club performs a la carte marketing, it will never experience a steady flow of prospect traffic – but health club owners continue to use this type of marketing strategy.

The first thing to do is determine the size of the budget. Even if the budget feels like it isn’t there, it is. Don’t wait until the club needs a boost in revenues to begin marketing. Marketing efforts should never end. Marketing textbooks will explain that the average amount put toward marketing is 13 percent of revenues. Not profits, revenues.

It’s a tough situation to be in. It’s impossible to make money without spending money, and money can’t be spent if it doesn’t exist. However, with a closer look, there are areas where costs can be cut or profit centers increased by a few dollars. Begin with a marketing budget of 2 percent of the club’s revenues, then 5 percent, then 8 percent, and so on. Allocate a portion of the club’s revenues to marketing, and plan how to spend that money. Ideally, the club will generate a positive return on its investment each month so that it can increase the marketing budget the following month, and the month after that. But to do this, there must be a plan.

It won’t take long to create a plan for success. Sit down one Saturday afternoon and create a separate page for each month of the year. After evaluating the club’s budget, it should be clear how much can be allocated to marketing. Think about what types of marketing work best at certain times of the year. For example, January is New Year’s Resolutions, March is Prepare for Bikini Season, June is summer for Free and August is Back to School. Those are the obvious ones.

Perhaps if the club is up north, cold weather could set in faster than in the Southern states. Perhaps, if the club is in the south, people will want to beat the heat during the summer by exercising indoors. Or, maybe, the gym’s demographic will help determine the marketing plan. If the club is located in a blue-collar area, one of the best times to advertise is after tax season. Or, if the club has childcare, the summer is a perfect time to give parents a break from their kids while they work out.

Based on the theme of the month, what types of marketing will best reach prospects? Perhaps a direct mailer in January will be profitable. Get involved with youth organizations in the spring and summer. Is there a parade or festival in the club’s city? Think of ways employees can volunteer or get involved. Obviously, the plan might need to be tweaked as the months continue, or it may need adjusting as the club is presented with unique marketing opportunities. Health club owners are accustomed to constantly bobbing and weaving, but never abandon the core-marketing plan.

The marketing plan is essential to the overall success as a health club owner. Everything should be based on a system and marketing strategies are not an exception. Take the time to develop a plan, adjust accordingly through the month, but stick as closely to the plan as possible. -CS