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
Hope you have been enjoying your summer. Just wanted to write a quick note saying I am sorry that I haven't written much.
WHY?
Well I don't need to tell you their is a recession going on. Things have gotten a ugly - quickly for a lot of good people.
But for the last 4 months I have been burning the midnight oil looking for opportunities.
TURN LEMONS INTO LEMONADE !
During every recession and even depression there are those who were once successful - now at the bottom of the heap.
AND
Those who are smart enough to find opportunities that didn't exist before and turn it into lemonade ( piles of dinero)
THE GOOD NEWS is .....
I have found 3 or 4 of these opportunities and I will be sharing them with you over the next few months.
These aren't stratagies that "SHOULD" or "COULD" work. They are instead things that ARE working now.
I have invested thousands of dollars traveling the country meeting with these "under the radar" club owners personally to make sure they are the real deal. NO - BS here,
That's why I haven't been able to write more often--- Sorry
In fact I am involved in them personally and now I'll spill the beans to you as a loyal Health Club Pro Follower so you can get the results these folks to.
If nothing else- you should know about these programs and I am dedicated to bringing them to you!
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!
Congratulations, on your decision to get involved in a great industry. I'd love to see if I can be of some assistance. There are a ton of opportunities right now to get into the club biz if you know where to look. In spite of the economy people in the know are capitalizing on the supposed downturn and having stellar years while others are struggling. That being said money has definitely tightened up on the institutional side and individual investment has become pretty scarce too. This is especially true for those embarking on their first venture in the industry. Banks and VC money is becoming less risk tolerant.However, it can get done!
One option would be to find a troubled club and negotiate a takeover in which the transaction is exercised for as little as $1 with the new ownership taking on the existing receivables base, assets, and liabilities. Depending on your financial situation this may be the best route. (I have negotiated several of these deals in the past and helped turn the club into a huge success.) There are still some more traditional options out there but in order to do a project from the ground up I would recommend working with a professional who understands all the intricacies of this industry from financing, lease negotiations, location feasibility study, competitive analysis, getting preferred status with vendors, marketing and sales expertise and finally a systematized operational approach.
Please give me a call 404-453-8420 if you'd like to talk more about your project and perhaps I can shed some light on your options.
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!
Yesterday I filled up the tank and I nearly collapsed when I saw the final tally? $47.99! It's not like I drive a landyacht or a schoolbus. As a matter of fact I thought my Acura TL was a pretty responsible choice. I really haven’t been hiding under a rock. It’s just that I don’t often let the gauge get past a quarter tank. So it wasn’t until I handed over $48, that reality hit. Believe me, as I pulled away once I decided not to just leave the TL behind, I renewed my resolve to employ every gas-conservation tip known to man. I thought perhaps you could use a reminder as well:
Combine errands: Instead of running to the cleaners tonight, the drugstore tomorrow, the post office the next day and the doctor on Tuesday, combine errands into one trip. Plan ahead because all those little trips really whack the gas mileage.
Get technical: Learn to drive as if there’s an egg is between the gas pedal and the floor. Break it and you die. This means gentle and gradual pressure on the gas, no sudden acceleration or “floor boarding.”
Car pool and other alternatives: Whenever possible, walk or ride a bike. Most of your trips are within just a few miles of your home anyway, so cut them down and get some exercise at the same time. Can’t avoid a car trip? Whenever possible share a ride with a co-worker or family.
Pass on the premium: High-octane fuels aren't necessarily better for your car. In fact unless your car’s manual specifically calls out premium fuel, it could be detrimental to your car’s engine. The American Automobile Association (AAA), estimates that premium gas accounts for about 20 percent of total sales in this country, despite the fact fewer than 10 percent of cars on the road were designed to burn the higher-octane fuel. That means U.S. drivers spend about $1.7 billion per year more for gasoline than they should.
Slow down: Gas mileage decreases rapidly above 60 miles per hour. If you drive 70 mph instead of 55 mph, experts say you could be burning up 17 percent of your fuel just to get there a few minutes sooner. In fact, each 5 mph you drive over 60 mph is equal to paying an additional 10 cents per gallon of gas.
Keep them filled: Bald tires are not only a driving hazard, but they burn more fuel. Keeping your tires properly inflated is an easy way to improve your gas mileage up to 3 percent, which is a savings of at least 5 cents per gallon.
Trunk light: For every 100 pounds of excess weight in your trunk, your car loses 1 percent of fuel economy. Empty everything but the required safety equipment.
Cheap(er) Gas The Web site GasBuddy.com (www.gasbuddy.com) is a portal to local real-time gas price information in the United States and Canada. You can log on and it will identify the cheaper gas stations in your area.
While the price of gasoline remains out of our control, we can control over how often we fill up. So how low can you go? Could you cut one complete fill up during the coming month? That’s my goal; I hope it’s yours, too.
