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Health Club Marketing Tips 
Saturday, November 13 2010
Get Your Club Filled in the Afternoons 

 
Is your club missing members from 2:00 in the afternoon until the after work crowd rushes in?  Do you have a sales associate who could use a kick in the pants?  Looking for something to put wind in your sails this winter
 
If you have answered yes to any of these questions...read on.  We'll show you how to get a 2,000% ROI or more in less than 3 days.
 
Market to Your Target Market

Profit Partners works closely with their clients to focus on very specific and targeted markets with their advertising.  Your dollars are few and precious so we advise you to spend them wisely and where you will get the biggest bang for the buck.

If you have a few sales associates who could use either a kick in the pants or just a change in routine or if your gym is too quiet and sparse during the afternoons, you can fix that.  And here is how.
 
Follow These 10 Easy Steps

A target market program does not have to be rocket science.  Actually, we have found that the simpler we can make it, the more effective it is and the easier it is for you to track your results.
 
The steps below will help you get started.  Your sales team will be busy, your club will become busier and you'll pocket some more cash.
  
    Here is What We'd Like You to Do...

Step One:  Identify your target.  Get a map of your community.  Draw a circle around a 3 to 5 mile radius.  That is your geographic area.  Any marketing and advertising outside that area is money flushed down the toilet.
 
Step Two:  Who could work out in the early and late afternoon?  We suggest teachers, administrators and staff.  Also possibly municipal workers, local businesses and shift workers.  Branch out here.  You need to think about public schools.  Private schools. Vocational and technical schools. Colleges and universities.  Secondary, middle and elementary.  Get the picture.
 
Step Three:  Pick 2 or 3 to start.  Make them big ones.  You want schools that employ at least a few dozen teachers, staff and administrators.
 
Step Four:  Prepare a powerful, one-page letter that follows the Marketing Equation addressed to the Administrator or the Principal.  Make sure it Interrupts, Engages, Educates and gives a Low Risk Offer.
 
Step Five:  Create a flyer to be read by teachers, administrators and staff.  You will want to make it powerful and very simple for these people to take the next step to try your club.
 
Step Six:  Have 100 flyers printed for each school to go with your letter.  Your 'package' should look professional and neat.
 
Step Seven:  Have your sales associate role play with you.  You pretend you are the Administrator.  Have them rehearse a 1 minute speech that would be given to the Administrator explaining who they are, why they stopped by, what they have and why they should distribute the flyers to each person's mail box.
 
Step Eight:  Have the sales associate hit the road, stop by the school unannounced (late morning before lunch is the best time of day), and ask to speak to the top dog.  If they can't get the top dog ask for his or her assistant.  Make a short and professional presentation with a lot of smiling, thank them and then get back to the club.
 
Step Nine:  Track activity.  Make sure you have identified some way to capture the calls and drop-ins from people from the school.
 
Step Ten:  Calculate your results.  You should know how many people called or stopped in, how many toured, how many joined and what the ROI was for this program.  It should take all of 30 days.
 
How One Club Made Over 15 Grand in a Week

As you can see from above, any health club, owner and staff can nail these ten steps in 3 days or less.  It is a matter of whether you want to or not.  Will this be just another good idea that sits on the shelf?  That is your call.

One of our clients had a very nice return on this program and they only spent about 7 days on it.  This club is located in a suburban area and had over 12 schools to choose from within a 3 mile radius.  They needed afternoon activity in the club and they wanted to take one of their best salespeople and get them exposed to Corporate Sales and this program was a perfect training ground.
 
Here is the breakdown of the results:
   3 letters and 300 flyers delivered
   11 Calls and 29 drop ins
   33 tours
   26 memberships sold
         Revenue produced:  $15,600  (26 x lifetime value of $600)
         Cost of materials:    $89

The question to ask yourself is: "Do you want more afternoon activity in the club and can we make your sales team better and stronger?" 

'til next time...


Posted by: Profit Partner AT 12:42 pm   |  Permalink   |  0 Comments  |  Email
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