The last installment was how to get rock solid testimonials. Remember gone are the days where a "these guys are great !!!!" quote will suffice. Bolster up your case. You need pictures, videos, and voice recordings from raving fans you've created which people can access on your site and be made aware of through your literature. So get on it.
The next part of the (how we market our clubs approach) is web presence. I know most of us are not techie types that goes for yours truly. I'm a gym rat so when I don't know how to do something web related I just go to the nearest Battlestar Galactica Convention and ask someone who does. OK J/K these folks help you make money so enough of the wise cracks.
Let's get started if you think having a web page is enough your nuts. I know some clubs that don't even have that so at least you are trying. Unfortunately you are competing with every other yo-yo with a gym and GoDaddy account. Over the next couple posts we'll break down the strategy of the most effective type of site, how to set it up, how to differentiate it from the pack and why you must convert your old static site now or disappear from the web cause you are wasting money. We'll also talk about how to get noticed by the search engines which important if you want to get noticed by people looking for your site. Guess what while you are working on yours I'm going to take some of my own medicine and apply some of the same changes to my sites. So the look and feel of this site may have a metamorphosis right under your nose.
- The best type of sites to get people excited about you are, you guessed it, blogs.
- Go Set up a blog at blogger or wordpad it's free.
- Register your domain at aplus.net or godaddy.com ex use your club name and town for ex http://www.worldgymatlanta.com/
- Point your new blog to this address it just looks better.
Congrats! , You have completed the most important steps next time we'll get deeper into set up and content. I'll also share why the blog is a better way to get noticed than a regular generic general info type site with club hours, aerobics schedule, pics of your club with the address. Go get set up!
How To Create & Use Testimonials That Stop People Dead In Their Tracks!!!
0 comments Posted by Frank Emanuel at 1:46 AM
Testimonials That Will Convert Even The Biggest Skeptics Into Trusting, “Ready-To-Buy” Customers!!!
I've always told my Membership advisors there are 3 main reasons why people fail to purchase.
1. They don’t want what you are selling.
2. They cannot afford what you are selling.
3. They don’t believe your claims about the product you are selling. (i.e. –They don’t believe you!)
So how do we harness these words of wisdom? Do we pack our advertisements & sales presentation books with tons and tons of written testimonials?
Fantastic gym! You guys have really created a wonderful place.
John F.
Incredible! Incredible! Incredible! Your weight-loss programs are incredible!
Michelle C.
Well, I used to think so but then I stumbled across afar more effective strategy that I just have to share.
I know what you're thinking OH! I got it Frank. You want us to get Before and after pics!
Well Sort of. But let's crank it up a notch. That stuff’s not believable. Remember, we live in world that’s full of lying, thieving, con men who will try to swindle you out every last dime you have.
How about a pic of your excited newly slimmer member holding a huge sign singing your praises.
A picture says a thousand words. (The messages on signs held are far more believable than the typical…
“Fantastic gym! You guys have really created a wonderful place.”
…weak, semi-believable, & lacking written testimonials that are so common place in ads!)
So how do we Collect “Testimonial Photos”
1. Whenever you are talking to an extremely happy/thrilled member… take notes and/or record your conversation with them.(Get Permission)
2. Immediately (while they’re still “in heat”) ask them if they wouldn’t mind taking a testimonial-photo for you because, “Boy, we sure live in a skeptical world here my friend. It’s good to hear that you believe in my club… and I could really use your help.” (9 times out of 10 they’ll be more than happyto take a few testimonial photos for you.)
3. Tell them that based on the conversation you just had with them that you’d like to put together a testimonial sign for them to use in the photograph. Inform them that you will first fax them a copy ofwhat the sign will say… so that they can approve it. After they’ve signed off on the “proof” of the sign, you will then need to send them the sign (already made) + a camera & instructions on how to take the photos. (Where you want them to stand, what you want in the background, how many people you want in the photos, etc., etc.) You must do all of this for them, otherwise, they’ll never get around to doing it.
Trust me on this. People are just too busy
4. Give them a postage-paid return box/mailer that’s been pre-addressed… so that they can easily return all the stuff to you.
It’s important for you to follow all those instructions; otherwise it’s unlikely that you’ll ever see the photos.
52 Easy Low/no Cost Marketing and Branding Ideas for your club.
0 comments Posted by Frank Emanuel at 5:51 PM
- Guest passes
- Flyer's
- Doughnut Box
- Bottled Water
- Take One
- Newsletters
- Banners
- Bandit Signs
- Crazy Inflatable Characters on the roof
- Sign Flipper
- Wrapped Car
- Live Remote Crash
- Open a phone book and call
- Healthy Recommendations sponsorship at Restaurant
- Pizza Box Sticky Note
- Door hangers at the cleaners
- Car wash
- Hold A Bridal Boot Camp
- Testimonials
- New Member Packets
- Perks Program
- CD/DVD Tour
- Trainers Client List
- Invite a Friend
- Give aways
- Internal Posters
- Open House
- Business of the Week
- Corporate Lunch
- Club Bucks
- Thank You Cards
- Birthday Cards
- Blog (Not for the faint of heart)
- You Tube Tours
- Website
- Travel Certificate
- Inet Radio Show
- Weight loss Seminar
- Point of sale Referrals
- Chotski Giveaway for referrals
- Referral contest
- Event Calender
- Group X Schedule
- Scratch offs
- Bar Promo
- Race day Stretch
- Health Fair
- Blood Drive
- Renewal List
- Google Profile
- My Space Page
- Chamber Membership
There are a ton of ideas out there that can be used even on shoestring budgets. If you have any questions about how to implement any of these ideas or the ton of others I have tried please email me a healthclubpro@gmail.com
Instead they created more specialized editions like "Chicken Soup for the Pre-Teen Soul" and "Chicken Soup for the Teachers Soul" and "Chicken Soup for the Dog Lovers Soul" etc.
The last time I checked they had over a hundred of these specialized titles. The result is over 80 million books sold. That shows the incredible power of specialization. We want something that is just for us.
So instead of advertising a mempership program, you could offer a special "Bridal Bootcamp Program" or a "New to the Neighborhood Program" or a "Teacher's Special" or "Special Membership for Real Estate Professionals", Etc.
You get the idea.
to everyone in the vacinity of your club you can focus on just getting
to the people you are targeting.
Because they are better than ours.....
I bet you've seen the stratagies 80% the clubs out there use to draw prospects in. You know the outdated stock photos and a lowball price. I was about tired of this junk when Jane rocked some sweet legwarmers back in the day.
So what's a smart club owner to do?
Why not borrow from other industries like I do especcially the super effective direct response pros. All direct response folks use these various techniques and get results. Some we have borrowed with success while other we have all but ignored. Here's some ideas!
I) All Marketing:
Irresistible Offer
No marketing campaign to acquire new customers will perform well without a great offer.
Classic Examples:
Free Bonus Gift (i.e. McDonald's toy with Happy Meal, Cracker Jack prize, smoothie)
Money-Back-Plus Guarantee (more than money-back)
Pay Later, Pay Over Time
Get entered to win valuable prize just for stopping by ( iPod, vacation, etc)
Bring a friend, and your Enrollment is free.
Benefits-Make a list of all the key benefits of your club to the user
Highlight the biggest benefit and make a big promise (not a preposterous promise)
But mention all benefits somewhere in the ad.
Emphasize an important "hidden benefit" (i.e a “hidden benefit” of weight loss can cut down on health care costs.)
Proof
Include testimonials from ecstatic members.
Testimonials should be about the difference your club made in the lives of real people – your members.
Headlines and Sub-Heads:
Create intrigue to catch attention of "skimmers."
Photos
People want to see what they are getting.
Stunts, Events and "Happenings":
Example: GoDaddy.com Super Bowl ads are stunts.
Free food, (Free food packs a club).
Free seminar (Nutrition Info is always welcomed)
Call-to-Action:
Every marketing message should have a “call-to-action.” In other words, tell your reader/listener exactly what to do with clear instructions. “Call 1-800-XYZX” is a “call-to-action”
Make your “call-to-action” stand out. Set it a apart in a box. Make it easy to find. People want to know exactly what to do. Once they decide they want something, they want to know how to get it.
II) Direct Mail:
Unusual Packaging
Black plastic carrier
$1 bill showing through window
FedEx, USPS Priority
Big envelopes usually pull better than standard #10 -- often 100% better
Small envelopes (Monarch size) look more personal that #10s
Personalized Package to look like wedding or party invitation
Closed-face carrier to look like personal letter from friend
Hand-address in blue ink (computers can imitated hand-addressing)
First Class postage (real stamps, not meter)
Scannability:
Make your letters and ads scannable, easy on the eye.
Your headline, subheads and photos help
Keep paragraphs short – one sentence, even one word sometimes.
Underline key phrases (not entire sentences, just fragments)
Use bullets when listing items.
No one wants to be greeted with a big block of dense text
Handwritten notes in margins can be a nice touch.
III) Internet Marketing:
Add audio and video to your site.
Incorporate many of the above strategies.
IV) Traditional Advertising:
Make print ads look like articles, this alone can boost response to your ads 500%
Use mass-market advertising primarily for lead generation (not selling).
Offer something of value free to get people to respond.
Make sure your free gift is valuable and exactly in line with what we sell ......Health & Fitness
Add those who request your free offer to your list of hot leads so you can follow up with your "prospect and customer cultivation program."
If you have a ton of prospects you can sell a lot of members.
Happy Marketing!
Using services like Linked in ,My Space, and Facebook or the trillion other sites can be very rewarding But, they can also rob you of valuable time. Whether these sites are helping or hurting you is sometimes hard to quantify. One thing is for sure if you are not making connections that turn into some type of revenue you should probably look very closely at how much time you spend playing on them. I think some folks just get off on how many friends or contacts they stockpile but have never received any value from those relationships. I encourage everyone to use tools that increase productivity and all of these types of sites can be used as such however you must not be an observer you have to jump in and leverage those networks. That's the whole reason most people get started but following through is the problem.My best advice would be to ask everyone you connect with how (SPECIFICALLY ) they can help you and how you can help them, then do whatever you can to make it happen. If you are solving problems for others they are more inclined to assist you. Once you have helped others watch the true power of these tools come to light.By the way if you need something let's connect and see how I can help!
I never would of thought someone would spend $250 on jeans then balk at a $40/month life-changing fitness program. Oh well, no sense in whining it is what it is. So how do we as club owners/operators ingratiate ourselves to these trend-chasing folks with their priorities all out of whack?
(Fish where the fish are!)
That's right where do people in fancy threads hang out. Try the club! NO not yours I'm talking night clubs, bars, lounges, hip restaurants. You have to get into the lifestyle of our members and while I realize the boomer population is an ever-increasing portion our facilities base let's face it we'll always need to keep in touch with the young crowd. Keep in mind if they are image conscious and spend that much $$$$ on clothes, shoes, and watches then they probably workout or need to (True Religion Jeans dont come in HUSKY). If you become a regular at the locales where they meet up then it is easy to get in front of a steady stream of prospects. While I don't get out to the hot spots much anymore(too old) when I do I'm surprised there is not a gym rep there giving out passes, mingling, hosting contests, doing giveaways and just becoming part of the landscape(Not getting hammered and giving away tons of memberships to every attractive girl in the joint). When I was in sales I used to get half my weekly production from promo activities on the weekend it was about the most fun you could have working!
If your club is not involved in off-site promotions and your staff is mature enough to conduct themselves in a professional manner then not only are you missing a ton of potential members your employees are not having near as much fun as they could while still earning a living.
Have each of your salespeople set up 1 off site bar promotion a week allow them to offer VIP passes , have some shwag to give away, and tie into some event like poker or trivia night by providing winners with a comp short term membership. (ADVANCED TIP)I usually don't expect a ton of leads the first go around remember the secret is to become part of the landscape once patrons are comfortable with your regular presence then it's game on.
As part of our National Membership Initiative…
Vitality Marketing Group has selected several health clubs across the country as ideal candidates to participate in our “Recession Busting” ZERO COST New Membership Program
What exactly does that mean? The Recession has affected us all. However, it's the clubs who are aggressively marketing right now that are getting amazing results. But how do you market your club if sales are down and money is tight?
That’s where we come in…We can help you generate more members at your health club. For years Vitality Marketing Group has helped clubs across North America boost membership, increase supplemental revenue and develop more systematized business models. Our campaign and consulting services are some of the most sought after programs in the industry. Here are just a few examples of our results in 2009 alone.
Over 400 new memberships in 6 weeks in Massachusetts!
$17,000 in membership sales in 1 DAY in Alabama!
$48,000 in new membership sales in 1 WEEK!
All of these results were achieved at ABSOLUTELY ZERO COST to our clients. We are so confident in our membership campaign services that WE PAY for your marketing, train your staff, and bring HUNDREDS of new members to your facility at NO COST and NO RISK to you!
Hurry, As of the Printing of This Letter, We have only 4 spaces available.
Many are skeptical at first, we understand. Please visit http://www.gymmarketing.com/ to learn more about us and to download our Free Gift to you. Our 130 page book “Guerrilla Marketing for Health Clubs”. Do your research on us, and when you are confident we are the REAL deal…
Fill out your Club Profile at http://www.gymmarketing.com/ or call us at
1-800-583-1594 to learn more about this amazing program
and find out if it’s right for you and Your Health Club!
Here is why.
1) More people are feeling the pinch $4 gas is having on their budget. That means just a $100 - $200 jump in their budget is effecting them. I think a lot of this is mental. but people are looking for ways to make or save more money.
2) Almost everyone is cutting back on marketing now. Times are "tough" is the mindset of most business owners.. sadly cutting your marketing is like pulling life support when your business is hurting.. a no no.. So those of us who aren't cutting back are making more because there are fewer firms advertising to compete.
3) With the doom and gloom in the news, and uneasy feeling with many consumers people are staying home to save money and not going out as much. nor are they traveling as much.. what this means is people are watching TV.and more importantly for us. they are on the web more than normal. so it is easier to reach people with web marketing..I'm building a collection of marketing methods and reviewing them to share with everyone for free in my marketing group. If you aren't in it - you're missing out.I am revamping this group but will reopen a limited time free registration very soon. SO STAY POSTED!!!
