Club Solutions interviewed Patrick Strait, the communications manager for Snap Fitness, on holiday marketing, and the holiday season’s affect on sales and members.
Q: Do you do offer any special promotions during the Holidays? If so, what are they?
A: We allow our franchisees the ability to create their own unique offers for the holidays, but we do put together several packages that our clubs can take advantage of locally. For example, we’ll bundle in other incentives designed to help members get started on the path to better results sooner, like personal training sessions, our easyFIT program, and even apparel to help them look the part.
Lastly, we offer gift certificates that can be purchased online and are good at any Snap Fitness location. After all, is there a better gift than the gift of health?
Q: How do the promotions differ over each Holiday (Thanksgiving, Christmas, New Years).
A: The difference is really about motivation, and finding what is going to encourage members to join. For example, Thanksgiving and Christmas really focus more on the idea of “get started now before the rush!” We all know that New Year’s is our busy season, so anything you can do to incentivize that earlier signup is best.
In the case of New Year’s, the focus shifts to value. Everyone is marketing their New Year’s special, and prospects are excited to hit the gym. The key is to stand out and let prospects know exactly how you can help them reach their goals.
Q: What changes do you see in members during the Holiday season, if any?
A: I think people become more motivated as you get closer to the Holidays, since they are starting to think about their New Year’s resolutions. The Holiday season is the time they get more results-driven for sure.
Q: Have you started preparing for the typical New Year member rush? If so, how?
A: We like to make sure our clubs are looking their best with new posters, in-club promotions and everything they need to give members the best possible first impression. We encourage our clubs to spend the next couple of weeks refreshing best practices for sales tours, new member orientations, and member referrals in order to maximize sales and retention this New Year’s period.
Q: Do the Holidays affect sales?
A: Absolutely. Whether it’s purchasing a gift membership for a friend or family member, or getting started early on those New Year’s Resolutions, the holidays are an incredible important season in our industry. That’s why it’s important to be prepared.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
