Inexpensive and effective marketing January 14 2015

No business likes to spend money on marketing. But every business needs to spend money on marketing. The main reason that gyms don’t like to spend money on marketing is because it is hard to measure results sometimes.   And most gyms don’t give it the proper college try, which is 120 days of pounding your message before you are allowed to say, “we tried that and it didn’t work.”

I could go on and on about the numerous discussions I have had with gym owners and how NOT ONE of them ever had a marketing plan before I designed one for them. But I would only come across more smarmy than I probably already sound. So I will move on and give you some solid suggestions for marketing that don’t involve a lot of money and don’t involve much of a plan.

Guerilla marketing:   Shake the bushes, get your boots on the streets, pound the pavement. This style of marketing involves some time, some physical movement, and some 3 inch by 5 inch passes.

3 inch by 5 inch pass: On the front, have your offer. 30 days for $19.00 is a good one. On the back, a map to your location and a testimonial. You can purchase 5000 passes for $300.00 at www.hipgym.com

Seriously, that comes out to 6 cents apiece. These 5000 passes will last you for about 6 months in most markets. That comes down to about 50 dollars per month.

What do I do with these passes? Hump it. Get your ass out of the gym and walk into your local retail business neighbors and hand them out. Simple as that. If a business is kind enough to let you leave them on their counter, do it. Get some cardboard holders so they can be propped upright.

Your goal is to visit very single retail business in a 15 minute drive time once every 4 to 6 weeks.

Yes, you will be back. Over and over and over and over. I am going to repeat this: You are going to revisit every retail business once every 4 to 6 weeks. Why? Because these passes will get tossed, 99% of the time. You walk into jiffy lube and give 15 passes to the boss man who has 15 employees. Some part time and some full time. He hands them to his team and they all toss them aside. But next month, you come in one day after one of his employees has a doctor visit. Doctor tells him he is fat and out of shape, has high blood pressure and high cholesterol. Now that pass is important to him.

Get it? Good.

Keep changing lives.