The absolute best form of marketing a health club can utilize is word of mouth. There is truly no greater testimonial than a member saying to a friend or family member, “Have you heard of XYZ Fitness? If not, you should look into joining. I love it.”
So, what can clubs do to increase their word of mouth marketing? Here are a few strategies that will encourage members to spread the word about your club.
- Be excellent. Although this is a no-brainer, the message really does need to be reinforced: If you’re not an excellent company with top-notch customer service and programs, members will talk about you, but likely not in the way you desire. To get members talking in a positive way, you have to be excellent in every way, shape and form.
- Thank your members for being customers. By showing your appreciation for their patronage, they’ll be more likely to talk positively about you to friends and family. Don’t just showcase your appreciation verbally either. Consider sending Thank You cards via mail to really make an impression.
- Ask your members to spread the word. Sometimes it really is that simple — people love to feel needed, and if you request they talk about your business to friends and family, that request will be top of mind the next time they hear a friend or family member state they’d like to lose 10 pounds before summer.
- Incentivize referrals. Encourage members to refer others to your business via rewards. For example, offer members a t-shirt or water bottle in exchange for one or two names (be sure to get contact info) of people who may be interested in learning about your club.
Word of mouth marketing is not only cost effective, but the members you gain via this strategy will likely stay longer and be better customers.
Spread the word.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
