Have you decided to start promoting a fitness club? 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 buying equipment? Can seasonal promotions and discounts attract customers? Read all about it below.
Facade and signboard
What do people tend to pay attention to in the first place? On the prestige of the institution. The more presentable the building of the fitness club looks, the more people will want to look at the institution from the inside. A person who promotes a fitness club should look at the building and 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. Bright design of the facade 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 it is not possible to allocate money for repairs, you need at leastpaint the walls or upholster 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 every day. Their attention may be attracted by large volumetric letters, which will be highlighted in the evening.
Print advertising
Promotion of the fitness club will help paper printing. What should any club owner do? Prepare brochures and business cards. Printing can be placed at the reception desk or given to potential customers at various events. What information should the promotional printed matter contain? Description of the activity of fitness- club. The manager must describe in detail the core areas of the club, as well as point out the advantages over competitors. The advertising flyer should have beautiful color photographs of pumped up and happy people. Any marketer knows that people go to the gym not to maintain their he alth, but to catch admiring glances from friends and acquaintances after training. Be sure to make fitness club business cards. It is advisable to design them in the style of all promotional products.
And what ads don't 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 the point in looking at the bright pictures that change every week. By the same principle, it makes no sense to orderadvertising on pillars.
Social media advertising
How to promote a fitness club using online platforms? Your best bet is to start 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 return 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 to remember is that people love watching motivational videos more than ads. Therefore, you need to insert advertising carefully and unobtrusively so that it does not immediately catch your eye.
To increase the rating of a fitness club in Internet search engines, you need to increase traffic to the site or groups in social networks. How to do it? You need to write interesting and informative posts that will be useful to people. Such a promotion of a fitness club in social networks will help increase the awareness of your club, as well as attract additional customers. The main task is to make interesting posts at least once every two days. You should 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 all the others, therefore it has a greater reach of potential customers.
Word of mouth
Do you want to know which fitness club advertisement is the most effective? Word of mouth radio. People who give their friends positive reviews about the establishment tellabout training and taking pictures of themselves in the mirror in the locker room in order to post a picture on Instagram, promoting the club better than anything else. Therefore, do not be afraid to ask or provoke your friends to talk about training. In the locker room, make large mirrors and stick stickers on them that will motivate a person to take a selfie. Conduct all kinds of promotions that are designed to attract friends. Never discount the human factor. In matters of business promotion, he will always be the most effective.
Promotions and discounts
Ads for a fitness club will be effective if you offer customers to take some kind of action in order to receive some kind of bonus for it later. Get people into the game. The person who takes the first step will be able to take the second, and eventually become your client. For example, if you're handing out flyers at an event, be sure to make the piece of paper valuable to the 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 be trifles. Many people will not try if their discount is 200-300 rubles.
Promotions and discounts in the fitness club should be held on an ongoing basis, but they need to be arranged on certain specific dates and for a short time. For example, from September you can announce 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. Don't give people time to think too long. Half of your potential customersin a week will be able to forget about his desire to sign up for a fitness club.
Rebranding
Fitness club does not work well and you have almost no customers? Rebrand your organization. This could be your second chance to impress. Not all entrepreneurs immediately succeed in earning the sympathy of customers and learning about all the intricacies and pitfalls of managing a club. Once you've walked a difficult path once, it will be easier to walk it again. You won't make the same mistakes you did 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 has become. But keep in mind that clients will not give you a third chance. So the second time you have to surprise people in a pleasant way. Upgrade your equipment, recruit experienced instructors and develop unique workouts. Customers should love this.
Analysis of competitor services
Do you want to be the first in 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 pick up on trends that work well. Yes, it's safer to walk the beaten path, but if you follow this rule, you will never be able to compete with the big chain clubs. An analysis of the competitiveness of a fitness club should be carried out even before you decide to open your own business. Why? It is difficult to work in a city with a lot of competition. Big networks alwayswill be able to reduce the cost of subscriptions, but the owners of small clubs are not able to do this. Nobody wants to work at a loss. Therefore, always conduct preliminary monitoring. If the niche is underdeveloped or not occupied at all, 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 love? Holidays. So don't skimp on them. What can you celebrate in a fitness club? Club birthday, sports day, he alth day. Beautifully design such events and hire a photographer. Some people may enter an event just because they will be able to get beautiful photos at the exit. But still try to keep customers. How? Make events fun. Let the clients get to know the coaches better, and with their colleagues in the club. 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 days. Such an event should also be made useful for customers, so you can invite everyone to try their hand at a particular sport. Trainers can demonstrate several difficult exercises that will motivate the client to sign up for the gym.
Competitions
Anyone who is involved in attracting clients to a fitness club knows what inspires and motivates people. Sport competitions. People of all ages come to such events who want to support their acquaintances and friends. The Fitness Club may sponsor such activities from time to time. It is advisable to pay attention to those competitions in which athletes from the club participate. It can be both trainers and talented clients. Try to minimize advertising, but still feel free to mention from time to time that it was thanks to your club that a sporting event was able to take place. Such sweeping gestures help earn the respect of potential customers who, deep down, may also want to receive the coveted cup or medal.
Opening short courses
People don't like to work long hours. They like to see results quickly. You can attract customers with the help of various short-term programs. Such events will be held in the form of training. You can even conclude an agreement with a client. A 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, people should be told 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 study the relief of their bodies.
Comprehensive approach
If finances allow you and the area of the fitness club is not limited, thenyou can offer customers additional services. Create a bath 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 beautician's office at the fitness club. An experienced specialist will help to eliminate problems that customers may suffer. It is not convenient for all people to go to various organizations in order to improve their appearance and improve their he alth. Customers will thank you if you provide them with a comprehensive service. And to increase the demand for additional services, specialists from time to time can hold free seminars or master classes. Such events can complement any holiday.
Custom approach
People love to be given attention. It is especially pleasant to come to a fitness club where you are known and worried about you. Therefore, it is imperative to create a friendly atmosphere among employees and teach them to build good relationships with customers. When the club administrator greets the client first, and then calls the person by name, the client becomes flattered that his candidacy was remembered. The same should be done by coaches and instructors. Of course, there will always be dissatisfied individuals. But such people can be easily remembered and ignored. Most customers are flattered by the friendly, familiar attitude.
