The need and opportunities to increase sales by non-conventional marketing has never been greater. After you read this article, you will have proven methods to successfully get companies and nonprofit organizations to distribute your trial memberships to their employees, members and supporters.
The new frontier.
Your club has no doubt saturated the surrounding neighborhoods close to your club with direct mail campaigns. Industry statistics support the fact that 80 percent of members join a club that is within seven miles from where they live or work. By partnering with local companies, nonprofit organizations and local businesses, you have great opportunities to tap into large untapped databases of qualified prospects.
Non-profit organizations make great partners.
Non-profit organizations have the same goals that your club does…to obtain and retain members. These organizations are literally starving for ways to show their appreciation to their members, supporters/ donors and employees, yet they lack the funds to do so. Your club can provide them with an excellent way for them to show their appreciation to their supporters by distributing your club’s trial memberships and club information.
Don’t go cheap – offer a 30-day family membership.
I have had the best success getting organizations to distribute trials when I offer a 30-day family membership. A lot of clubs may resist giving a 30-day trial membership. However, the organizations that you contact will be much more responsive to a 30-day trial membership because of its perceived value as opposed to the industry standard two-week membership. Consider also that there is very little cost to your club with this form of power prospecting. Your only cost is the information you choose to distribute and the ancillary cost of having a member in your club for 30 days.
Make your offer irresistible with a $20 restaurant certificate.
Not everyone you will be marketing to is interested in going to a club to workout. To make your offer appealing to all of your partners’ members, include a $20 gift certificate to a local high-end restaurant. Restaurants are highly competitive, and you are offering them a captive, qualified audience with a great marketing vehicle to reach them. Your club will pay for the printing and design of the certificates. You can entice your restaurant partner with the opportunity to market their restaurant to your members in various ways in exchange for the certificates. You also may want to offer some complimentary memberships to your partner. You will need a well-written proposal that details what you are willing to do for them and what you expect in return.
Great corps/groups/organizations to partner with:
American Cancer Society
Arthritis Foundation
Art Galleries & Museums
Ballets & Philharmonics
Theater Groups
Local Sports Associations
Professional Women’s Organizations
Private & Public Golf Clubs
Human Resource Associations
Medical Societies
HRA is an affiliate of the Society of
Human Resources (SHRM)
Real Estate Management Companies
Teacher Associations/Unions, etc…
Go to www.yellowpages.com for great groups and organizations close to your club.
Cover letter to non profit organization:
Dear Ms. Staton,
All of us at The Cyprus Grove Athletic Club appreciate the great contributions that The Birmingham Teachers Association give to our community on a regular basis. We would like to offer our support to help you show your appreciation for all of the great things that your members do.
I am very excited to inform you that The Cyprus Grove Athletic Club would like to offer all of your members a very valuable gift of wellness and fine cuisine.
30-DAY FAMILY MEMBERSHIP TO THE CYPRUS GROVE ATHLETIC CLUB
All of your members are invited to be our special guest for 30-days at the Cyprus Grove Athletic club. Special arrangements have been made to provide your employees with these services at no cost:
• Half hour supervised workout orientations to make sure your employees are comfortable and confident on the equipment in the fitness center
• Complimentary nursery services
• Full club privileges
ALL OF YOUR EMPLOYEES WILL ALSO RECEIVE A $30 GIFT CERTIFICATE TO LA ROSA’S FINE ITALIAN RESTAURANT
WE DO ALL THE WORK
Please see the employee letter I have enclosed that can be used to announce these benefits to your employees. Feel free to make any changes that you feel are necessary. I suggest we put the letter on your letterhead. We will include a small club brochure, your members’ one-month membership card and a $30 gift certificate to La Rosa’s restaurant. I will drop off the appropriate number of envelopes, and you will be responsible for distributing them to your employees. It’s that simple! Call if you’re interested in offering these wellness benefits to your members.
Yours in good health,
Jim Martin
P.S. There is no cost to your organization or to your members that choose to participate.
Proposed employee letter:
This letter will be used to announce the benefits to the employee or supporter or member of an organization you are marketing to. I suggest you convince the organization to allow you to put this letter on the organizations letter head. By putting the letter on their letterhead it will be perceived as more of a wellness benefit rather than a membership solicitation.
Dear Home Depot Employee,
Great wellness news! Home Depot has teamed up with The Cyprus Grove Athletic Club and La Rosa’s restaurant to give you a fabulous gift of wellness and fine cuisine.
The Cyprus Grove Athletic Club One Month Family Membership
Be our special guest at the premiere club in Dallas, The Cyprus Grove Athletic Club. You’ll have full club membership privileges. So come down to the club and enjoy a whole month of fun and fitness. Also, special arrangements have been made for your membership to include:
1. Supervised workout orientations to help you feel comfortable & confident in the fitness center
2. Complimentary nursery services in our Kids Club during your onemonth membership
3. Single guests may include a friend
To activate your 30-day membership contact our club. To ensure your prompt service please call for an appointment before coming into the club.
$30 Gift Certificate to La Rosa’s Italian Restaurant
Treat yourself to the finest gourmet Italian cuisine in Dallas. La Rosa’s warm opulence and authentic Italian cuisine will assure you a memorable experience. Please call us for your reservation. There is absolutely no-obligation to join The Cyprus Grove Athletic Club after your complimentary membership. Simply enjoy your gifts; we appreciate all you do for us at The Home Depot!
Yours in good health,
Molly Bright
Director of Human Resources
P.S. Current Cyprus Grove Athletic Club members are welcome to give their onemonth membership to a non-member friend or family member.
Help your sales team boldly go into the new frontier. Give them the proposals and lists that they will need to be successful. Set a standard that they must get eight proposals out per week. If you have three sales people, that’s 96 out reaches a month. By setting this new standard, you will be doing something very important for your sales team. You are helping them to control their own destiny in sales rather than continually relying on the clubs marketing for their success. You’ll also do something very special for your club, greatly improving the bottom line!
Jim Martin is the President of Powerful Promotions. He can be contacted at 877.822.5577, or visitwww.powerfulpromotions.com
