Marketing Through Brand Advocates
Communicating the benefits of your facility through marketing isn’t always easy. You know what you hope prospects feel. But, are you sure they feel it when they see your marketing materials? How can you package the correct feeling you wish to convey with customers?
To accomplish this, all you have to do is strike up a conversation with a current member.
What I love most about conversations is that you never know what you’re going to get. The worst that can come from a genuine chat is a smile or a high-five. Approaching a member internally allows them to open up about their goals and progressions, while also providing you with valuable feedback on what your gym is doing right.
This is where the marketing opportunity comes in — if they are willing to share their successes with you, maybe they’ll be willing to share them with the local community.
Tell your members that you want to celebrate their success by inquiring if they would provide a 30-second testimonial video. Although it may feel weird to ask a member to do this, you’d be surprised by how many are more than willing to share their thoughts, especially when they’re happy with their progress.
In addition, these brand advocates will share their video with friends and family, increasing your marketing reach even more.
The best source for marketing information that’s up to your standards is within your four walls. And, this form of marketing allows for relationships to be rebuilt, goals to be reevaluated and advocacy to be reassessed.
Even if a member declines to do the 30-second testimonial during your conversation, you can still gain valuable insight from them about what they like about the gym for future marketing campaigns. One way or another, openness of communication will allow your members to be advocates for your brand— marketing that’s hard to buy.
Ethan Smoorenburg is a personal trainer and manager of Anytime Fitness in Upper Lafayette, Louisiana. For more information email firstname.lastname@example.org.