How to design a marketing plan. April 23 2015

Let’s say you decide to paint your home. Do you do it? Do you hire a professional? Painting is not rocket science. Yes, there is some skill and carefulness, and knowledge involved, but it isn’t like overhauling an engine.

Me, personally, I hire a professional painter. To me it is more about time. My time is worth more than the cost of hiring a professional painter. Plus, I get to help out a small business owner. Win/win.

Designing a marketing plan for your fitness business is similar, in my opinion. It isn’t the hardest thing to do. But there are professionals out there who will do it for you, and charge you a few bucks. We, at hip gym offer that service. We have a fitness business expert on our team who will design, for you, a 12 month marketing plan. The cost is only $149.00.

So, if you feel that your time is worth more than $149.00, shoot Mike an email.

But for the DIY folks, let me help you as it may be simply a matter of you needing to understand the basics and how to get started.

-Figure out your budget. Take your gross annual revenue. All the dollars you bring in in one year. Take that number and figure out what 7% is. Between 5% and 10% is recommended. Personally, I recommend 10%, but because I have never met a gym owner who feels comfortable spending that much, asking you to go with 7% is acceptable.

Example: Gross annual revenue: $310,000.00

7% of $310,000.00 equals $21,700.00


-Figure out how you want to divide it up over the 12 months. We have a formula. Email with “formula” in the subject line and I will get shoot it back to you.

To give you an idea, you will spend more in January, February and March than you will in June, July and August.


-Break your budget up into 3 month chunks. This makes it easier to plan and to spend.

-Count everything. Door hangers, inserts and passes all have hard costs and few bucks shipping. But getting a group to distribute door hangers will also cost and so will getting a newspaper to place inserts. Social media also has costs. You have to pay someone to handle it.

-Make adjustments along the way. Your revenue may start going up a lot, thus allowing you to spend a few bucks more in the second half of the year.

-Track everything. You need to know how many phone calls come in from your marketing efforts, and how many tours.

-Do not conflate marketing with sales. Please don’t only look at the end result. A marketing piece, or electronic ad is designed to elicit a response. A phone call, an walk-in, or an email. That’s it. Track your numbers so you know if you have a marketing message problem, or a sale problem.

Keep changing lives.