Marketing can be confusing. Sometimes, it’s hard to figure out how exactly to design a piece so it’s the most effective, or how to word a specific offer.
To help you sift through the myriad of ways to market a promotion, here’s some simple advice to help guarantee your success.
Don’t bother with bullet pointing your amenities. People, even folks who have never been in a gym, understand that you have amenities related to fitness. Instead, use the space on your marketing piece for photos and testimonials. The only other wording should be something like this: “We feel that we are the best gym in town. Come in and be a member for 30 days for $19. If you don’t feel we are the best, no problem.”
Photos. You need to have pictures of members using kettlebells, ropes, balls, TRX and sleds. Do not use pictures of rows of selectorized equipment or cardio equipment with no actual people in the shot. A coach with a small group of clients is ideal. Studies have shown that consumers react better to advertising that showcases people, and are drawn to faces, so be sure to capitalize on that.
Testimonials. If you are sending out a 6-inch by 11-inch mailer, or a newspaper insert, have two testimonials on the back. Find two members, one male, one female, who have lost 20 to 30 pounds. Ask them to write a few sentences about their experience at your gym, but be sure to edit for grammar and clarity.
Be purposeful with placement. Finally, for mailers and inserts, the offer should be on the front with one big photo or two smaller photos, and two testimonials should be on the back. For door hangers, the offer should be on the front, with one photo and a testimonial on the back. For 3-inch by 5-inch passes, have an offer and one photo on the front, with one short testimonial on the back.
Jason Linse is the president and founder of The Business of Fitness, a consulting company. He also owns a personality assessment company called People Plus+ Fitness. For more information, he can be reached at jason@jasonlinse.com. Email him with “marketing” in the subject line for a marketing guide.
