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Your Fitness Marketing Plan For Maximizing Value

April 17, 2012 By admin 2 Comments

A post on developing your fitness marketing plan by Pat Rigsby

What if you could automatically make each prospect you get three to four times as valuable? That’s a fitness marketing plan you’d put into action immediately, right?

Well – to make each prospect you get as valuable as possible, you need a plan because it doesn’t happen by accident…so I’ve shared a blueprint you can follow. Your own fitness marketing plan.

Basically, you have a funnel your prospects go through already, whether you realize it or not. Most of your prospects go through the same type of process, whether it’s really efficient or not very efficient at all.

So what we want to do is to make your marketing plan a drop dead simple, step-by-step funnel that every prospect goes through where you have the highest possibility of maximizing the value of their relationship to your business.

The Interval Fitness Marketing System

March 19, 2012 By AlexFortey Leave a Comment

A post of creating a fitness marketing system by Pat Rigsby

dreamstime xs 19630985 The Interval Fitness Marketing System

Getting fitness professionals to actually employ a fitness marketing system is a chore. It’s not something that they’re normally inclined to do or that they enjoy

I get it.

So how can a fitness pro be motivated to market it a way that will be effective?

Enter The Interval Fitness Marketing System.

This approach will be something that we’re going to deliver in a Done For You format for Fitness Revolution franchisees – but it’s something that you could employ on your own successfully as well.

First, let me give you a little back story though.

In my experience, the thing that prevents fitness pros from adhering to their own fitness marketing system is consistency.

They don’t want to do the things necessary to get big results day after day, week after week, month after month.

It’s really a lot like training clients, right?

Outside of the best clients, if they don’t have a deadline or a goal – keeping them focused and consistent can often be a challenge.

One of the ways that we’ve seen many fitness pros overcome this challenge is to hold short term events to get clients focused. Transformation Contests, 21 Day Challenges, etc.

These work well for a variety of reasons – in large part to the fact that there is a deadline. A light at the end of the tunnel for the participant to focus on. Because of this they can focus all their efforts on succeeding in the challenge. They’re temporarily motivated to follow the plan more closely than they would at any other time.

Right?

So why not follow this same approach with marketing?

That’s the basis of the Interval Fitness Marketing System.

You basically go into a full marketing sprint several times per year and then you market at a much lower intensity the rest of the year.

You aggressively run 4-6 compressed, intensive promotions each year – and you hit them incredibly hard. The rest of the time, you downshift into doing simple stuff.

Here’s how this could potentially lay out:

You pick 6 big events for the year. Maybe something like this:

2 Transformation Contests

2 Short 21 or 28 Day Promotions

1 Referral Contest

1 Reactivation Campaign

In January you run the first Transformation Contest. You hit it hard.

• You hit current clients with email, face to face, internal signage, personal calls and even direct mail.

• You do an email / direct mail campaign to unconverted leads and former clients.

• You run a Facebook ad campaign, leverage social media and press release the Contest.

• You reach out to joint venture partners and send a promotion out through their lists.

• You set up a strong referral program for your current clients.

In March you run a Referral Contest.

• You lean on all your JV partners for donated or discounted prizes.

• You distribute gift cards, done for you emails and other tools to make referring easy.

• You come up with a reward system for anyone who refers a lead and every referrer is entered in the contest to win some big prizes.

In May you hold a 21 or 28 Day Swimsuit Ready Challenge.

• Again you hit current clients with email, face to face, internal signage, personal calls and even direct mail.

• You do an email and call unconverted leads and former clients.

• You run a Facebook ad campaign, leverage social media and press release the Challenge. Maybe you even get some local celebrities to participate.

• You reach out to joint venture partners and send a promotion out through their lists.

• You set up a strong referral program for your current clients where they can participate free if they refer a friend.

In September run a Team Transformation Contest.

• Each team must have at least 2 non-clients.

• You get current clients to form teams through the same marketing channels you used in January.

• You invite unconverted leads and former clients to be part of teams.

• You again a Facebook ad campaign, leverage social media and press release the Contest.

• You reach out to joint venture partners and see if they want to field a team.

• You come up with great prizes for the winning team.

In October you run a Reactivation Campaign and do a 3 Letter Sequence to former clients.

You mix in 3 emails and a personal call.

Then in early November you run 21 Day Finish Strong Challenge where you market the exact same way you did in May, but this time using the Holidays as the end of the contest.

In between and during – you’d just do some simple stuff like run a Bring a Friend Charity Workout each month, do some networking and maybe some email fitness marketing and social media.

That’s the Interval Fitness Marketing System.

4-6 full out sprints throughout the year and then you just do the simpler stuff the rest of the time.

What I love about this is it gives you something to focus on for a short period of time – but each of the bigger events will produce a bunch of leads you can continue to market to the rest of they year in your newsletter and for future events.

So if you’ve had trouble staying consistent with your marketing – give the Interval Fitness Marketing System a try. I think it might be exactly what you need to get your marketing in gear.

Let me know what you think below…

Dedicated to Your Success,

Pat

Filed Under: Fitness Business Marketing, Personal Trainer Marketing Tagged With: Fitness Business, Fitness Marketing, Prospects

Relationship Marketing With A Fitness Newsletter

February 26, 2012 By admin 3 Comments

A Post About The Benefits Of A Fitness Newsletter By Pat Rigsby

With the launch of Sam’s new fitness newsletter this week, I wanted to share my thoughts on newsletters and the role they could play in your business.

A fitness newsletter is a fantastic fitness marketing tool for building relationships. It doesn’t matter if we’re talking about developing relationships with people you just met through networking or cultivating relationships with the clients you currently have – a newsletter is a must have part of your marketing arsenal. In short, a fitness newsletter:

Is a perfect way to build value in your expertise for members of your network.
Allows you to stay connected with your current clients outside of their sessions.
Is a great way to educate your network in the different things you offer and share new offerings with your client base.
Is a simple way to increase referrals.

How does a fitness newsletter build value in your expertise?

Generating Instant Income For Your Fitness Business

February 22, 2012 By admin 6 Comments

A Post On Fitness Business Income Generation By Pat Rigsby

dreamstime xs 23272249 Generating Instant Income For Your Fitness Business

Since I’ve been on the business coaching and franchising side of things for fitness business owners, nothing has surprised me more than the number of business owners who fail to maximize the value of their personal network and their client base.

This is amazing to me because those same fitness business owners will spend piles of money to market to people that they have no prior relationship with.

The truth is, the biggest opportunity for an influx of income into your fitness business is right in your own database. When you make an offer to members of your personal network or existing and past clients, it’s not only easier to sell them something (versus new prospects off the street), but your business actually become more profitable because you don’t have nearly the cost of client acquisition.

The other benefit to this is that it really is providing a better, more complete solution for your existing clients and it’s helping those people in your network achieve their health and fitness goals.

Marketing Your Fitness Business With Cards

January 23, 2012 By admin 10 Comments

A post on marketing your fitness business by Pat Rigsby

dreamstime xs 5425419 Marketing Your Fitness Business With Cards

One of the most underutilized ways to market your fitness business is through using handwritten notes or sending cards. In a time where everyone defaults to email you can stand out from the crowd by doing a little more and sending cards or notes though the mail. Marketing your fitness business this way isn’t very expensive as you’re only mailing a very targeted list and the return on investment is typically outstanding.

Here are a few ideas and examples you can use:

Grow Your Fitness Business In 5 Simple Steps

January 18, 2012 By admin 8 Comments

A post on how to grow your fitness business by Pat Rigsby

There are hundreds of ways to grow your fitness business and we touch on plenty of them here at the Fit Business Insider. But sometimes when you want to get more clients, generate more referrals or increase your income it really boils down to taking action instead of just knowing what to do.

So with that in mind I wanted to help you grow your fitness business today by getting you to take action.

How You Can Employ Persuasive Fitness Marketing

October 2, 2011 By admin 8 Comments

A Fitness Marketing Post by Pat Rigsby

dreamstime xs 19914840 How You Can Employ Persuasive Fitness Marketing

We have all heard the 80/20 principle – you get 80% of your results from 20% of your fitness marketing efforts. So, work smart. Why waste time and money doing a bunch of things that aren’t paying off? Instead, be selective and strategic with who you target and how you approach them, and then hit them with marketing that will make them sit up and pay attention.

Here’s an example of a five-step plan that will make your fitness marketing more persuasive and more effective:

Step One: Define Your Ideal Client

Start by looking at your existing client base. Identify the traits your best clients (your top twenty‐percent) have in common. Then, go after prospects with similar profiles. This allows you to streamline your marketing efforts. Instead of trying to market to everyone, you can just market to the people who are most likely to LOVE what you do. So determine who your best clients are, then find out information like this:

[Read more...]

Filed Under: Fitness Marketing Tagged With: Fitness Business, Fitness Marketing

Fitness Marketing Plan: Where’s Your Bottleneck?

September 7, 2011 By Pat Rigsby 3 Comments

A Fitness Marketing Plan Post By Pat Rigsby

dreamstime xs 46530601 Fitness Marketing Plan: Wheres Your Bottleneck?

When I consult with fitness professionals, more often than not a big part of the early conversations are dedicated to generating more clients and more money.

Later on the topics switch to hiring, staff and other things about managing the growth, but in the initial stages the focus is usually on eliminating the bottlenecks in their fitness marketing plan.

In my post on The Personal Training Business Plan I identified four critical steps to growing a business:

Identify Your Lead Sources.
Develop Your Front End Offer(s).
Develop Your Core Offering(s).
Develop Your Backend Offering(s).

Whether you realize it or not, you already have some form of these Big 4 in place, so eliminating the bottlenecks in your fitness marketing plan really boils down to these two tasks:

My #1 Fitness Business Marketing Tip

August 31, 2011 By admin 2 Comments

What’s my #1 fitness business marketing tip?

People ask me this all the time…

Honestly, asking what my #1 fitness business marketing tip is is like asking what the best training tool is.

Dumbbells, kettlebells, bands… everyone has their own opinion.

Same with marketing tactics.

Some people love public speaking while others can’t stand it.

Pay per click is a favorite for some, while others avoid it completely.

But here is one thing that you can go to the bank on when it comes to marketing:

Deliver Education Or Experience In Your Fitness Business

July 1, 2011 By admin 7 Comments

RyanKetchum Deliver Education Or Experience In Your Fitness Business

A Fitness Business Guest Post
By Ryan Ketchum

Education and experience, two words that are often talked about in our circle when it comes to clients. Often times because we are different, in a good way, from the rest of the industry it takes a little of both for our prospects to understand what we do and understand the value of our programs.

My question to you would be which one comes first?

It is a little bit like the old chicken and egg question.

The answer hit me after a few weeks of handling questions from several of our franchisees, mastermind members and peers. I took a step back from my position as a facility owner, coach, and business coach to look at the fitness business, or more specifically training business, as a whole. I looked to see what I would want as a prospective customer of my boot camp, my personal training, or any other of my services.