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Internal Marketing |
Internal Marketing |
Internal Marketing is marketing that is done from inside the club. Sometimes it is referred to as guerilla marketing or grass roots marketing. We have a number of marketing programs that are done within the club by the staff that require little or no money. Some examples are marketing to past prospects, past members, residents who are new to the community, corporate programs, referral programs, renewal programs, and more. All of these programs are included in the Total Club Support Program. |
Internal Letters Internal letters have been shown to be the best bang for your buck in regards to marketing showing up to a 30% return on your investment. Another point of contact, the internal letters are a great way to reach out to your members for referrals, specials, club events, etc. Past Prospects Program The Past Prospects program is directed to prospects who toured the club but didn't sign up the when they came in. Many clubs don't have a follow up process to continue to reach out to these leads. This is an easy way to achieve an additional point of contact. New Residents Program The New Residents program is a very effective guerilla marketing program that reaches out to new residents moving to the area. Studies show that moving is in the top three most stressful events in a person's life. This is an opportunity to reach out to them before they have a chance to get settled to make friends, reduce stress, and have a place to go when the rest of their life is uncertain. Referrals Referrals have been the bread and butter of the health club industry since its inception. People who are happy refer others... right? Well, not always. Many clubs don't have a dedicated system in place to tackle referrals. Promotions, guest passes, phone calls, and scripts. This is a great area to increase business because it doesn't cost much. Renewals Many clubs do not have an aggressive renewal program in place. It is much tougher and costs more to lure a new member in than it is to keep a member that you currently have. Many clubs leave renewals to chance. This leads to a large lost opportunity for revenue. Most clubs focus so much on the front end to sell memberships that they don't focus on the loss on the back end. If you increase renewals you rely less on new members. Corporates We look at corporate programs different than most. The large chains have ruined corporate memberships over the years and it is rare to be able to run an effective corporate program in an independent setting. Our business to business program is a great way for the club to reach out to the businesses in the area and give more than one tour at a time. Usage Rate Program In our system the term "usage rate" refers to the number of visits that a club receives from the current membership base. It is hard to make fitness a habit for a lot of people. They don't always get results, become demotivated, get tired, get busy, and get bored. This program reaches out to our current members who are not participating regularly. More visits leads to a lower loss rate, higher renewal rates, and increased profit center revenue. Tip of the Week Email Program Studies show that your members need constant interaction with the club to stay motivated. More connections lead to more visits, lower loss rates, and higher renewal. We try to hit the members and prospects with many points of contact. However, the minute the member realizes that they are trying to be sold something, they will stop responding. Because of this, we have designed the Tip of the Week Program. We will hit your members automatically every week with an article about fitness just to keep in touch. Send us your logo, member list, and club information and we will do the rest. |