It’s one of the greatest gifts you can receive — a gift card to your favorite restaurant, store or movie theater. Gift cards are one of the most popular ways to celebrate someone; to say thanks; or simply treat someone to something nice. It is the personalized way to give someone the gift of money to spend at one of his or her favorite places. Because the dollar amount is specific to the location, people often receive gift cards to places they may not have thought of on their own, but trying it is easy because it’s using somebody else’s money.
How gym gift cards can increase memberships.
The same principle is true in recruiting new gym memberships. Gift cards are a great way to promote your gym, without the costly price of advertising and promotions. When members love their club and have seen success within group fitness classes or with a trainer, they want to tell people all about it. The trouble is that not everyone is sold on spending their money at a gym without knowing what they may, or may not, get out of it.
However, using a referral pass as a gift card is one way of showing prospective members the health and fitness possibilities of your club. It is an easy way for members to give the gift of fitness, health and success while promoting your gym and encouraging new business. Once that prospect has experienced your gym, offer them additional value like free training, a t-shirt or a gym bag to make them feel like they belong to your club community.
If you receive a gift card to a new restaurant you’ve never eaten at, or a store you’ve never been to, you’ll most likely check it out and use the “free money” that you’ve been given to buy something. The same is true with a referral card. The person who receives a referral card to your gym is likely getting it from a friend who already is a member, which automatically gives your gym a trusted recommendation.
Payment processing companies offer referral marketing software products that allow you to track email passes sent to members; passes redeemed at the club; memberships enrolled; and revenue generated. It is generally a comprehensive referral program based on the gift card concept that is taken much further. Because the person who receives the referral card got it from a member who already supports the gym, your gym’s rapport with the giver/member is sure to lead the receiver of the card to believe it must be a great place to workout.
Besides the referral that comes from this type of gift card exchange, getting a new potential member in the door just became a lot easier because their trial experience is already paid for. The receiver has nothing to lose and a whole lot to gain. Referral cards are a great way to bring in new business and develop your member base, because when a member uses one, they’re not only sharing their approval and support for the gym with a potential member, but can also be rewarded themselves with free training, classes or gym gear.
Referral cards are the new gift cards for gym management and are easy to promote. They’re also a great way to make money off of word-of-mouth advertising. Make sure your members know that referral cards are available in your club, and they can be rewarded for using them. Remember, your best new business marketing is through the clients you already have. See how the gift of a gym will lead to better business.
Stephen Wilson is the marketing manager of ASF Payment Solutions. He can be contacted at 800-527-6898, or by email at steve.wilson@asfpaymentsolutions.com.
