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This is a copy of the presentation given at the Cutting Edge Seminar Industry Seminar on the 26th November at the Central YMCA
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RULE 1Adopt the mindset !
•
•New to exercise ?
•Experienced exercisers?
•Re - motivated ex members ?
RULE 2 Communicate your member benefits
Motivational Tools
• Personal Progress packs to measure results
• Programme cards
• Fitness mentoring services
• Regular staff interactions
• Group training
• Measurable results !!
• Usage rewards & badges of honour
• Training with friends and family
• Initial Programme session
• Support call service
• Follow Up Sessions if required
• Virtual support by your fitness mentor • Personal Progress Pack to chart results • Optional Fitness assessments• Colour coded Programme cards to note your progress• 5 weeks Free membership for your friends • Incentive to train 14 times in 6 weeks
Educational Strategies
Ongoing Support Programme
•
Fitness support service
•
Virtual PT services
•
6 weekly re-programme sessions
•
Gym rituals – Abs on the hour
•
Online Newsletters
•
Web links to fitness related sites
•
Personal Training Services
•
Group Training Programmes
•
Online Nutrition programmes
RULE 3Adopt 6- 10 Pillars
of Marketing
• Advertising • PR
• Social Media
• Telephone Marketing
• Direct Sales
Pillars of Marketing
•Direct mail
•Partnership Schemes
•Risk Reversal
•Price Promotions
•Joint Ventures
•Website
• Budget Airline format • Added value memberships• Facility Enhancement fees• Commitment v yield matrix• Facility Enhancement fee • Redundancy Insurance
Price Promotions
• Charity Programmes • Fit funds for Schools • Transformation Programmes (Fitness, Dentists, Cosmetic surgery , Hair , Beauty, Stylists, physios , chiropractors.•Majestic Wines
Joint Ventures
• Money Back Guarentees• Transferable Enrolments • Residential memberships • Use or Pay Scheme• Value Guarantee schemes
Risk Reversal Strategies
RULE 4Adopt a commitment
to testing .
• NGN Phone Numbers • Txt in responses • Web Visits • Referral Stats • Email Click throughs • Accurate Sales Pipeline reports
Measurement Strategies
Phase 1 - Analyse your sales pipeline
2340 Leads
1840 Appointments
1660 Tours
800 Sales
Club sales statistics
RULE 5Embrace the internet & email marketing
• Inbound Call routing • Area Specific websites• Video & Commentary • Virtual Tours • Online sign up • Capture Email Addresses
Utilising the internet
RULE 6Use the phone
effectively
• New Member calls • Ongoing Member Engagement • Renewals• Lapsed member follow up • Cold Call Community Surveys • Corporate appointment setting
Utilising the telephone
RULE 7Become an expert at
Direct mail
• Target responses of 10 -20 appointments Test Profiles , Headlines, Offers. • Utilise existing members – Unlock the potentialReferral schemes , Guest days , Special programmes
Direct mail Strategies
RULE 8Create a marketing
blueprint
RULE 9Develop a ‘backend
business’
RULE 10Replace marketing
budgets with an acquisition cost