Marketing is the very beginning of cultivating a relationship between your company and your clients. When performed effectively, marketing sparks curiosity about your gym — leading to an increase in membership and product sales, while building your company’s reputation. This month, give your marketing a proper push using the powerful art of persuasion.
Take Notes from the Experts
One of the biggest American past times today is cinema. The success of this popular medium can be attributed to millions of dollars spent in marketing. The film industry is growing because they know how to tap into the art of persuasion through advertisements.
Have you ever been excited to see a movie? If you’re like the average movie-goer, your answer is, “yes.” The trailer was amazing. Vivid screenshots were printed on the sides of McDonald’s cups. Weeks before the movie was even released, you knew that it was a must-see. That’s because you were targeted, and at every opportunity you were being convinced to see a movie that you would otherwise not think about. This method works and is available for you to use for your business.
Marketing mixes controllable variables that a company puts together to satisfy a target group. A gym’s typical marketing mix includes fitness services that are offered at a promotional price, with a plan to tell potential customers about it right where they are. This means that you successfully inform the public about the benefits of your services in places where your target market frequents. Locations like grocery stores, local restaurants and fitness apparel venues are all optimum outlets.
Know Why Your Services Matter
Being inactive for hours at a time is a major problem for the vast majority, and is one of the leading contributors to weight gain. When you influence people to join your gym, you are performing a task much more meaningful than vanity and revenue. You are endeavoring to bring health and wellness back to an individual’s personal priority. You are reigniting the desire to move.
Marketing is an opportunity to express the importance of your services. Learn and understand the health statistics relating to your clients. Knowing the health challenges of 30-year-old mothers, 40-year-old men and your overweight young adult, will give you ideas on how to market to them. When they read or hear your advertisements it won’t sound cliché. Instead, it will appeal to the very personal fitness needs they may have. There may be facilities offering similar services at a lower rate, but researching the facts will project a passion that will help you stand out from the competition.
Dollars and Sense
There are both benefits and drawbacks to the mission of marketing. While it increases interest in your facility it will also cost you a considerable amount of money. Marketing is key to any growing business because it is the process used to reach the masses, but you don’t want to over-invest in your promoting efforts.
Your marketing plan in its beginning stages should include a financial breakdown of how much you can afford to spend over a specified amount of time. Make provisions for larger investments that can lead to big opportunities like billboards, sponsorships in local events and advertising space on a local channel. There should also be allotments for less expensive advertising outlets: press releases, an ad in the newspaper, and exclusive Facebook offers are effective ways to inform the public at little cost.
The other side of good marketing is providing information on how much a client can anticipate paying to enroll in your program. Consumers want to spend according to what makes sense for their budget. Play around with the pricing of your products and services to make sure that you are offering them the best deal possible. However, skillful persuasion will communicate how the benefits outweigh the price.
In a Nutshell
The mission and purpose of your gym is important. Everyone should know about it and be influenced to become a member. Upgrade your marketing efforts and tap into the art of persuasion to accomplish this goal.
Terrell McTyer is the Marketing Monster of Affiliated Acceptance Corporation. He can be contacted at 573.374.9970, or by e-mail at Terrell.McTyer@Affiliated.org.
Wouldn´t it be more effective to bring back former customers instead of marketing on new clients? It is even cheaper to work on that!