How to use Facebook effectively March 25 2015As a fitness business, you must have a Facebook page. More importantly, you must update it regularly. But what do you say? How do you use Facebook to get more customers?
I have been studying the four quadrant theory of personality for over four years. Using this scientific approach, it’s actually simple to write sentences, ads and updates designed for these quadrants.
The world is made up of Energizers, Organizers, Harmonizers and Analyzers. We are parts of all four, but we have a primary, and we respond to certain words based on that primary quadrant.
Organizer buzz words: dependable, plan, organized, serve, manage, consistent, program, loyal, list and check.
Energizer buzz words: fun, exciting, challenge, adventure, compete, change, discount, action, variety, risk and freedom.
Harmonizer buzz words: friendly, welcome, create, amazing, good, love, supportive, family, engage and unique.
Analyzer buzz words: analyze, concept, think, logic, direct, learn, excel, self, professional, discuss, motivate, effective, experience and solve.
So, all you need to do is make sure you have at least one or two words from each quadrant in your Facebook status update, especially when you are using it to sell, which is something you should only do once in a while.
Here is a great example: “Do you need help with a workout plan? One that is fun and challenging, with friendly, supportive and experienced professionals? If so, come try us out for 30 days for only $19.00! Experience all the programs we have to offer here at Awesome Blossom Fitness for 30 days for only $19.00 with no obligation to continue. Simply call or stop in and mention this post!”
Organizer words: plan and programs. Energizer words: fun and challenging. Harmonizer words: friendly and supportive. Analyzer words: experienced and professionals.
Email me with “personality” in the subject line to get your free e-book with more info.
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.
How to design a marketing plan December 23 2014
“If you fail to plan, you are planning to fail.” This is a quote from Ben Franklin. I agree with Mr. Franklin, and I like to think that anybody reading this would agree with me. But I also know, being an expert on personality, that about 50% of the population struggles with planning. And in my experience, less than 10% of gym owners actually have a 12 month marketing plan.
Whether you are a person who loves to plan, or somebody that despises it, you have two choices when it comes to marketing your fitness business. 1. Create a marketing plan, be proactive and have a good chance at success. 2. Don’t plan, be reactive, and almost guarantee failure.
Here’s the deal: We at hip gym can help. We can design a marketing plan for you, no problem. Yes, it will cost you a few bucks, but trust me, if you are not somebody who likes to design marketing plans and/or you don’t know where to start, the $149.00 you spend would be worth it if were $949.00.
If you want to design your own, here is how you go about it:
Step one: Calculate the budget. The formula we recommend is to spend between 5% and 10% of gross annual revenue on marketing. So, to make it easy, take 7%
Step two: Calculate the breakdown monthly. Some months require more money spent than others. Email firstname.lastname@example.org for a document that breaks down the monthly percentages.
Step three: Decide where to spend it. Print marketing works, and is necessary. We recommend a combination of door hangers, direct mail, passes, and inserts. If you purchase in bulk, you will get the most bang for your buck.
Step four: Track it. Before you decide that direct mail pieces don’t work, be sure you track how many phone call, tours, and emails come from the campaign. Not sales. The marketing piece is designed to solicit a response. Salespeople turn these leads into sales.
Step five: Make adjustments along the way. Design a plan for 12 months, but be prepared to possibly make adjustments based on increased revenue or lack of results.
To get started on us building you a marketing plan, simply order through www.hipgym.com and a representative will contact you to set up a 30 minute call. Within one week of this call, you will have a plan in writing ready to be implemented.
Keep changing lives.