Have you decided to do a fitness club promotion? Then you need to find out which advertising methods work and which don't. Does it make sense for an entrepreneur to invest large amounts in advertising or is it better to spend money on the purchase of equipment? Can seasonal promotions and discounts attract customers? Read about all this below.
Facade and signboard
What are people used to paying attention to first? On the prestige of the institution. The more presentable the building of the fitness club will look like, the more people will want to look at the institution from the inside. The person who promotes the fitness club should look at the structure and the facade of the building through the eyes of customers. Few people want to practice in a garage or in a building that is tied with iron ties. The bright facade design will help to attract customers. The owner of a fitness club must come up with an original project or order it from a designer. If at the moment there is no way to allocate money for repairs, you need to at least paint the walls or drape them with siding.
See what the sign looks like. People should understand what is hidden under a beautiful name. A lot of potential customers walk past the fitness center daily. Large volume letters can attract their attention, which will be highlighted in the evening.
Printable advertisement
Fitness club promotion will help paper printing. What should any club owner do? Prepare advertising brochures and business cards. Polygraphy can be placed at the reception or issued at various events to potential customers. What information should advertising printed products contain? Description of the activities of the fitness club. The manager must detail the profile areas of the club, as well as point out the advantages over competitors. The advertising flyer should have beautiful color photographs of swappable and happy people. Any marketer knows that people go to the fitness room not only to maintain their health, but then to catch admiring glances from friends and acquaintances after training. Be sure to make business cards of a fitness club. It is advisable to arrange them in the style of all promotional products.
And what kind of advertising does not work? It makes no sense to spend money on placing banners on billboards. Nobody reads them. For most residents of large cities, advertising is the same background as trees. People do not see any reason to look at the bright pictures that change every week. According to the same principle, it makes no sense to order advertising on pillars.
Social Media Advertising
How to promote a fitness club using online sites? It’s best to have a YouTube channel. But this option will only work for large cities. If you open a network in Uryupinsk, even a popular channel will not give you a big exhaust in the form of customers. But if your club is located in the capital, then the option with the channel is quite working. The main thing is to remember that people like to watch motivating videos more than ads. Therefore, you need to insert advertising carefully and unobtrusively, so that it does not immediately catch the eye.
To increase the rating of a fitness club in Internet search engines, you need to increase website traffic or social media groups. How to do it? It is necessary to write interesting and informational posts that will be useful to people. Such a promotion of the fitness club on social networks will help to increase the recognition of your club, as well as attract additional customers. The main task is to do interesting posts at least once every two days. You must keep in touch with people and always answer questions that customers ask. Do not forget to upload photos from training and Instagram. This network is more popular today than everyone else, so it has a greater reach of potential customers.
Word of mouth
Want to know which fitness club ads are the most effective? Word of mouth. People who give their friends positive feedback about the institution, talk about training and take photos of themselves in the mirror in the locker room, in order to put the picture on Instagram, promote the club better than anything else. Therefore, do not be afraid to ask or provoke your friends to talk about training. In the dressing room, make large mirrors and stick stickers on them that will motivate the person to take a selfie. Carry out all kinds of promotions that are designed to attract friends. Never discount the human factor. In matters of promoting a business, it will always be the most effective.
Promotions and discounts
Advertising of the fitness club will be effective if you offer customers to perform some action in order to get a bonus for it later. Get people involved in the game. A person who takes the first step will be able to take the second, and eventually become your client. For example, if you are handing out flyers at an event, be sure to make a piece of paper valuable to a person. For example, in large print, place an inscription on the flyer that the owner of the flyer has the right to receive a discount of 500 rubles. Better not waste time. Many people will not try if their discount is 200-300 rubles.
Promotions and discounts in the fitness club should take place on an ongoing basis, but they need to be arranged in some specific numbers and for a short time. For example, from September you can declare a set of people who want to put their body in order after the summer. When placing a similar banner on social networks, write that the offer is valid for three days. Do not give people time to think long. Half of your potential customers in a week will be able to forget about their desire to sign up for a fitness club.
Rebranding
Does the fitness club work poorly and you have almost no customers? Re-brand your organization. This may be your second chance to impress. Not all entrepreneurs immediately manage to earn the sympathy of customers and learn about all the intricacies and pitfalls of club management. Having walked along a difficult track once, it will again be easier to walk along it. You will not make the mistakes you made the first time. Therefore, change the name, redo the design and change the policy of the institution. People will come at least to compare what was and what became. But keep in mind that customers will not give you a third chance. Therefore, the second time you should in a pleasant way surprise people. Upgrade your simulators, recruit experienced instructors and develop unique workouts. Customers should like this.
Analysis of competitor services
Want to be the first on the market? So you need to be well aware of what your competitors are doing. A growing and popular fitness club should set the tone for everyone else, and not catch up with well-functioning trends. Yes, it’s safer to follow a well-trodden path, but if you follow this rule you will never be able to compete with large network clubs. Analysis of the competitiveness of the fitness club should be carried out before you decide to open your own business. Why? It is difficult to work in a city with great competition. Large networks can always reduce the cost of subscriptions, but the owners of small clubs are not able to do this. No one wants to work at a loss. Therefore, always carry out preliminary monitoring. If the niche is undeveloped or not at all busy, then do not waste time.
Social events: birthday, open day
The competitive advantages of a fitness club should be visible to customers. What do people like? Holidays. Therefore, do not skimp on their implementation. What can be celebrated in the fitness club? Club birthday, sport day, health day. Make these events beautifully and hire a photographer. Some people can go to an event only because they can get beautiful photos at the exit. But still try to detain customers. How? Make events fun. Let the clients get to know the coaches and their club colleagues better. In order for the event to bring some benefit to people, you can hold several master classes. For example, tell clients how to eat right, or what to do before and after a workout.
Several times a year you can arrange open house days. Such an event also needs to be made useful for customers, so you can offer everyone to try their hand at one or another sport. Trainers can demonstrate several complex exercises that will motivate the client to enroll in the gym.
Competitions
Anyone who is involved in attracting customers to a fitness club knows what inspires and motivates people. Sport competitions. People of various ages come to such events who want to support acquaintances and friends. The fitness club may sponsor such events from time to time. It is advisable to pay attention to those competitions in which athletes from the club participate. It can be both a trainer and talented clients. Try to minimize advertising, but from time to time do not hesitate to mention that it was thanks to your club that a sporting event could take place. Such broad gestures help earn the respect of potential customers who, deep down in their hearts, may also wish to receive the coveted goblet or medal.
Opening short courses
People do not like to work long. They like to see the result quickly. You can attract customers with all sorts of short-term programs. Similar events will take place in the form of training. You can even conclude a contract with a client. The person promises that he will attend 30 classes in two months, and you promise him that he will lose 10 kg. At the same time, you should tell people about proper nutrition and what can and cannot be done after training. Such courses should be organized in a timely manner. For example, they will be in demand by the summer. For men, you can organize a set of groups in which clients will work on the relief of their body.
A complex approach
If finances allow you and the area of the fitness club is not limited, then you can offer customers additional services. Create a bathhouse or sauna under the roof of the club. After an exhausting workout, people will be pleased to relax in the steam room and drink a few cups of herbal tea. You can organize a cosmetologist office at the fitness club. An experienced professional can help resolve problems customers may suffer. Not all people are comfortable going to various organizations in order to improve their appearance and improve their health. Customers will thank you if you provide them with comprehensive services. And in order to increase the demand for additional services, specialists from time to time can hold free seminars or master classes. Such events can be added to any holiday.
Individual approach
People love it when they pay attention. It is especially nice to come to a fitness club where they know you and worry about you. Therefore, it is imperative to create a friendly atmosphere among employees and teach them to establish good relations with customers. When the club administrator greets the client first, and then calls the person by name, it becomes flattering to the client that his candidacy was remembered. Trainers and instructors should do the same. Of course, there will always be dissatisfied individuals. But such people can be easily remembered and ignored. Most clients have a friendly, familiar attitude.