Treat Every Business Day as the First

As we head into midseason, sometimes fitness facilities find themselves in a "rut.” This staleness may be due to the boredom of repetition from the day-to-day grind. Thus, many fitness facilities would be wise to devise a plan that would keep them out of trouble and moving forward.

Was your New Year’s Resolution to kick your advertising program in the ass and have a serious talk with your landlord starting in January? Guess what? It’s Summertime! My dad once told me, once the Grand Opening or Open House Party is over the real work begins!  Boy was he right. So in this issue, I’m going to give you a few brief pointers to get you moving. Before we get started, please understand that I’m only giving you a smattering of what you need to know based on space limitations.

First, let’s discuss landlords. The foundation for a successful business is in the lease. It has always been my opinion that tenants don’t get what they deserve, they get what they negotiate. When it comes to your facility rent, now is the perfect time to visit your landlord and see if you can get a possible concession or renegotiate your lease.

Now Let’s Move on to Marketing and Advertising. Traditionally speaking, you should be spending 7-10 % of your gross income to further grow your business and the monies should be spent equally internally and externally.

Next up … Social Media. This form of advertising can be very successful. Social Media can change your business and bring in more new customers, but it can also consume many hours of your time and be a lot of work.

And lastly … Your Internet Footprint. Consumers are searching for you on Google, Yahoo, and Bing, online before ever stepping into your gym. And unfortunately, many gyms are missing out on that traffic by not being consistent with their business listing information.

It’s An Old Truth: People Won’t Beat a Path To Your Door If They Don’t Know Where Your Door Is

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your com- pany and everything that comes with it. Business branding does not just present the company’s products, services, and location; it also establishes an image of the business as a whole. The positive image you create for your business will make a lasting recall for the consumers in your area.

People generally buy products and services for two reasons: 

1. They need to solve problems. (Practical)
2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encourag- ing branding phrases. Messages like “You can do it” or “You too can change.” Customer recall is one of the chief reasons your business brand is vital. It creates customer preference for your products and services over your competition.

Branding must be seen consistently, convey a positive image, be distinct, and clearly describe what your business can do for its customers. When you perform strong business branding and follow up with various marketing activities, your business will grow and have a competitive edge.

Don’t Be Clueless

It never ceases to amaze me when talking to business owners about marketing and advertising they always complain about their response rate and not the person that prepared the marketing message. Why the consistent remarks, I wondered? Was it because they didn’t understand the basics, or were they just too thickheaded to understand how branding and advertising work?

In today’s market place, businesses want instant results to their marketing campaigns, but seem to forget that branding and advertising are just like dating. Yes, dating! When you start dating you get to know the person over time, don’t you? That’s the same approach that should be taken with consumers when you are trying to introduce your products and services to them.

Businesses have to constantly and consistently put their name out there. Show their audience they’re alive. So run the flag up the pole and let them know you are there.

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your company and everything that comes with it. Business branding does not present just the products, services, and location of the company, but also establishes an image of the business as a whole. The positive image you create for your business will create a lasting recall for the consumers in your area.

People generally buy products and services for two reasons:

1. They need to solve problems. (Practical)

2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encouraging branding phrases. Messages similar to “You can do it,” or “You too can change”. Customer recall is one of the chief reasons your business brand is so vital. It creates customer preference for your products and services over your competition’s.

All businesses are, or should be, marketing organizations. The problem is most businesses put the proverbial cart before the horse. The cart is advertising; the horse is the branding. When consumers realize a need, the horse has already told them who you are, what products and services you have for them, and where your business is located.

So there you have it, a quick snapshot on branding and marketing. 

Effective Email Marketing

You’ve probably heard about the effectiveness of email marketing, and you may plan on using it for your small business. But did you know there are specific laws that restrict how you email your customers? In 2003 the Federal Trade Commission published a guide to help email senders comply with the CAN-SPAM Act. Failure to follow the federal law could send your emails into customers’ spam folders, or worse—you could face financial penalties or get booted by your email service provider. Lucky for you, we’ve got a few simple tips to help you adhere to the rules:

1. Don’t hide who you are. The “From” and “Reply-To” fields should accurately identify you or your business. The recipients should know exactly who sent the email.
2. Be honest. Your subject line should reflect the content you are sending. The language in the CAN-SPAM Act is loose on this one, but to be safe try not to mislead your recipients.
3. Label advertisements. If you’re sending an ad, be sure to state it somewhere in the email. The FTC wants to be sure anyone receiving an email knows what they’re getting.
4. Get physical. Your messages must have your business’ physical address (or P.O. box) clearly visible. The customers you’re contacting should know where to find you.
5. Say goodbye. Be sure you have an unsubscribe option within your email. Recipients should be able to easily opt-out of receiving your emails. If they do say goodbye, make sure you honor their request within 10 business days.

Following these steps will ensure that you’re compliant with the CAN-SPAM Act—and that you’re sending customers clear, useful emails that they enjoy receiving.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information.

The Race to The Bottom

Have you noticed how many club locations are adjusting their pricing due to competition? You’ve probably thought to yourself … “Wait a minute - maybe that’s something I should be doing?” or “Will lowering my prices affect my whole business formula?”

Prior to making any move toward adjusting your pricing, it’s important to understand the history, purpose, and pros and cons when making such a move.

We have worked with fitness clubs and health centers across the United States and, believe us, you are not the only person asking these questions.

The strategy of lower pricing is not a new one. It was popular in earlier years of the fitness industry when “cash was king” and club owners were trying to generate as many cash sales as possible. The old adage was - the first day of business was no different from the next. But then came the computer age, and the cash concept was all but forgotten because the consumer only seemed to be concerned with what their monthly obligation was. The low price model only works today because of the electronic funds transfer payment method. The original lower pricing model had nothing to do with service; it was all about the price and average cost per month.

Just because Walmart or the local Toyota dealership says they are having a sale doesn’t mean that there are deals to be realized. How many times have you had a friend or relative tell you what they paid for a new car? I bet not too often. They seem to focus on what their monthly payments are. This is the new way of thinking and it’s here to stay no matter what your dues cost.

Does lower pricing work? Of course it does; however, what are the benefits of making such a move? The benefits of lower pricing are obvious. With increased enrollments comes increased monthly dues. The only catch here is that you may need to enroll three times as many new members as you did in the past to make the low price formula work. The old adage “a busy club is a healthy club” is true. But with the success of attracting new enrollments comes several concerns that must be considered. Lower pricing means more enrollments. More enrollments mean more traffic. More traffic means crowded conditions. Crowded conditions mean more wear-and-tear on the equipment and the facility. With this wear and tear come high maintenance costs. In addition, more enrollments impact your parking lot.

In today’s economy, the consumer is more concerned about price (not necessarily the lowest price), and they are demanding better service than ever before. Clubs with, or converting to, the lower pricing model should be aware of effects both positive and negative that go along with this type of pricing structure.

If you believe in the quality of your club and its services, then do yourself a favor and don’t sell your club short by pricing the memberships too low. Remember, perception is key.  Changing to the lower price model may suggest to your members and guests that your club is hurting financially, and the only thing you care about is the new enrollment. So, be very careful when making the move to the low price model and really think things through before taking the leap.  

You can create a lower pricing model in many ways, but keep in mind that it has to be done without affecting your current members. You don’t want your members asking questions or starting to look for another club. There is a solution; make lower pricing short term and place reasonable restrictions on the membership offered. For example, let’s say your normal dues average around thirty-nine dollars ($39.00) per month, and you want to attract more guests to your facility by advertising nine dollars ($9.00) per month. Not a bad idea, right? Just place a few conditions on the membership offered, i.e., make the term 1 month, have time restrictions, etc. By doing this, your current members will also be content.

An idea other than lowering your membership rates to attract new members would be to make your club different and set yourself apart from your competitors by offering unique equipment and ancillary services that no one else in your market place has.

  

Is it just a race to the bottom, or can the low price model be sustained over the long haul? We just don’t know. On the surface many clubs that use the low pricing model appear to be successful, but with that success comes a serious concern that the lower prices have hidden effects that operators discover over time. Not just in one or two years, but over five to ten years.

Whatever you decide to do, be assured that the jury is still out on the low pricing model, so strategize carefully.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Are You Trying to Sound Interesting or Truly Interested in Them?

Through reading numerous books on communication and field testing hundreds of techniques, a few fundamental patterns have become very apparent in the fitness industry and in the business world. If you’ve ever been on a date, on an interview, or at a networking event, you may have noticed some of these social patterns as well. Control with questions is valuable communication skill, a skill that can make a major difference in the outcome of what you are trying to accomplish.

Before getting involved in an interaction with someone, ask yourself a couple of questions:

•  How can you make people feel important upon meeting them for the first time? (Be sincere.)
•  Are you trying to sound interesting or truly interested in them? (This is very important.)
•  How can you stand out without knowing what they expect of you? (Product knowledge)

By realizing that most people are very similar and possess somefundamental qualities by which you can appeal to them, you will be able to stand out and excel in your interactions. Remember, it never hurts to pay  attention to people, to give them a compliment, or to highlight their strong suits.

Questions are an amazing way to control communication

A properly placed question can showcase your intelligence, product knowledge, and interest in the person, as well as direct the conversation towards your intended outcome. You could use this opportunity to gain rapport by appealing to the person’s ego.

Try these questions if you’re unsure of where to begin:

•  What do you do in your spare time?
•  What is important to you?
•  How long have you been thinking about getting in shape?
•  What have you done in the past with regard to your health and fitness?

Direct Questions – These are questions you ask based on some knowledge of the person. Some of this information can come from their guest registration. You use these to steer the conversation in the direction that you want.

Some examples:

•  How is it that you are so passionate about wanting to get in to shape?
•  How long have you been walking or hiking?
•  Where do you hike?

Follow-Up Questions – These questions are the ones you use to dig deeper into the conversation.

•  Do you remember how you felt when that happened?
•  Can you elaborate a little bit on this topic?
•  Do you remember what was going on in your mind at that time?

Appeal To All Senses – When interacting with someone, ask questions that appeal to all their senses. This will make you more interesting and, most importantly, memorable.

Be Sincere, Be Interested – If you’re going to ask questions, it will help if you have a sincere interest in the person. Not being sincere and faking interest could very well be taken as an insult.

Pay Attention – If you’re interested in crafting brilliant follow-up questions, then this is a crucial step. Use what the person says to steer the conversation deeper into whatever direction you like. It's okay to take notes along the way.

Ask Open-Ended Questions – If your goal is to keep the person talking and open up to you, then ask questions that require more than just a yes or no answer.

Use It or Lose It – Don’t just read about these tips, go out there and try them right away. That’s the secret step between reading these articles and internalizing them.

Before you know it, this approach will become second nature, and your telephone and presentation skills will get better and better.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Don’t Be Clueless When It Comes to Branding and Advertising

It never ceases to amaze me when talking to business owners about marketing and advertising they always complain about their response rate and not the person that prepared the marketing message. Why the consistent remarks, I wondered? Was it because they didn’t understand the basics, or were they just too thickheaded to understand how branding and advertising work? 

In today’s market place, businesses want instant results to their marketing campaigns, but seem to forget that branding and advertising are just like dating. Yes, dating! When you start dating you get to know the person over time, don’t you? That’s the same approach that should be taken with consumers when you are trying to introduce your products and services to them. 

Businesses have to constantly and consistently put their name out there. Show their audience they’re alive. So run the flag up the pole and let them know you are there.

Why Is Branding Your Business Important? Branding will always be an integral part of a successful business plan. Branding allows your company to introduce itself and allows the consumers in your area to get to know your company and everything that comes with it. Business branding does not present just the products, services, and location of the company, but also establishes an image of the business as a whole. The positive image you create for your business will create a lasting recall for the consumers in your area.

People generally buy products and services for two reasons:

1. They need to solve problems. (Practical)

2. They want to feel good. (Emotional)

A solid branding strategy is your answer to helping your customers satisfy each of those two reasons. Give life to your business. People embrace positive thoughts, so create encouraging branding phrases. Messages similar to “You can do it,” or “You too can change”. Customer recall is one of the chief reasons your business brand is so vital. It creates customer preference for your products and services over your competition’s. 

Branding must be seen consistently, convey a positive image, be distinct, and clearly describe what your business can do for its customers. When you perform strong business branding and follow up with various marketing activities, your business will grow and you will have the competitive edge.

Are You Wasting Your Advertising Dollars? If you aren’t receiving the results you need and want, the answer may be that the consumers in your area do not have a clear picture of who you are, where you are located, and what great services and/or products you offer. In order to win the loyalty of the consumers in their areas, businesses need to apply two very important branding strategies:

1. Constantly send your message to the consumer.

2. Consistently repeat the messages you are sending.

Solid branding with repetition helps a business with a smaller budget compete with businesses that spend many thousands on advertising. Your marketplace position, your differentiating factor, and your consumer awareness should come first, before you execute any advertising efforts. 

All businesses are, or should be, marketing organizations. The problem is most businesses put the proverbial cart before the horse. The cart is advertising; the horse is the branding. When consumers realize a need, the horse has already told them who you are, what products and services you have for them, and where your business is located.

This brings me to a point where I would like to share with you an inexpensive marketing medium that will help you with branding your business; it’s called email marketing. I realize some of you have an email lists of your members, but what about consumers’ that live in your market area? I’ll bet you don’t have email access to these potential clients. Our email database is the largest in the nation, totaling over 288 million emails. It includes 100% opt-in subscribers and is updated daily. You can now contact more fitness-minded people for just a fraction of the cost of traditional advertising. Pricing is 1 cent per email sent, which entails sending out your email campaign once a week for four consecutive weeks.

How many email addresses are within a five-mile radius of your location? You might be surprised. 

Give us a call today for a free email count in your area. There’s no obligation.

Expose Your Club to Thousands of New Customers!

Would you like to expose your club to hundreds, possibility thousands of new customers? This is an easy low cost and effective way to do it, and your offer can be in front of hundreds of prospects within seconds. (Fitness plus Friends = $$$)

Look at the sample to the right and design a poster (24" x 36" or 36" x 48") that fits your club and your needs. The beauty of the poster is its low cost, which allows you to change it often. Why not create an offer for winter, spring, summer, and fall, and rotate the offers throughout the year.

Here's how it works:

1. As your Membership Directors begin the referral presentation they turn to a wall were you have hung the referral poster. (This is normally done after the sale is consummated.)

2. They proceed by explaining how your Fitness plus Friends referral program works, e.g. "Mr. Smith, every time a friend or family member brings in a picture of the poster with the special offer on their smart phone, and joins on one of our regular memberships, you will receive a $50.00 Visa Gift Card."

3. The membership Director takes out a dry erase marker and puts the new members name on the poster, and makes sure to include an expiration date on the poster.

4. They then ask the new member to take out their smart phone and take a picture of the poster.

5. They then ask the new member to send the picture out to all of their contacts through all of their social media networks, e.g. Facebook. Twitter, etc., and inform them of the special offer. It's as simple as that.

The offer can be switched around throughout the year, e.g. Winter - Three Free Personal Training Sessions, Spring - Two Weeks Free, Summer - One Month Free, Fall - 14 Days Free. In addition, the referral price and be changed around also, e.g. $25.00 Visa Gift Card, Gym Bag, T-Shirt, Sweatshirt, or Credit at the Juice Bar. The choice is yours.

You can also offer your existing members the same referral prizes by referring one of their friends. To help launch your referral program to existing members, having all your staff wear a name tags that says " Ask Me How You Can Win A $50.00 Visa Gift Card." Once the members inquire, walk them over to your poster and explain how the referral program works. It's as simple as that.

The referral poster can be used in any department within your club. Think about the opportunities with Personal Training or Group Fitness classes. We even have one club using the poster to increase awareness in their swim lesson program. You are only limited by your imagination.

Important notes: Make sure that you have a blank line to put an expiration date on the poster.  Do it with a blank line so it is easy to change without creating a new poster. The expiration date should only be 3 to 4 weeks out, so to create a sense of urgency.

For more on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions.

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you!

Don’t Let Bad Reviews Cloud Your Judgment

Bad reviews sting like saltwater in a cut, especially if you think you’re doing everything right. But we all have rough days, sometimes something is overlooked, and on occasion you run into that member or guest who is really hard to please. Unfortunately, in the end, a bad review is a bad review, and it shouldn’t be overlooked, ignored or deleted.

Before you let a bad review throw you into a tailspin, take a deep breath and relax. Something good could come from the mishap, although you may have to work a bit to see it clearly. As Bill Gates said, “Your most unhappy customers are your greatest source of learning.” So regardless of the unpleasant details, there’s probably a silver lining trying to shine through the stormy situation which will make your facility better.

Take a moment to understand the complaint. 

Member and guest feedback is the number-one way to understand how to serve your customers better. Reviews help you see what customers like and don’t like, so you know how to improve your services at your facility.

After the initial surge of anger or despair ebbs, you have a chance to publicly offer a solution and give transparent customer service that shows you care—which is one of the best ways to impact your brand’s image.

One sure way to accomplish this is to acknowledge the problem and assure the customer you will try your best to improve the situation. It's kind of like asking for a second chance. Once you have acknowledge the problem, invite them back for another visit. Under no circumstance argue with the customer, even if you think they're wrong and you're right.

If you would like to ask a question, or if you have advice, an answer, or an experience to share concerning this article, please place your comments in the section below. Your participation is encouraged and appreciated. Thank you!

6 Web Design Mistakes You Should Stop Making

Search-friendliness, usability, code compliance, and a variety of other potentially damaging issues should be looked at closely. One of the most important areas of focus during your these review is the site’s ability to convert visitors into leads. While there are many web design mistakes that can tank your conversion rates, this post lists some of the most common faux pas and offers tips on how to correct them.

1) No Phone Number At The Top Of The Page.

Sounds like a no-brainer, huh? You’d be surprised how often we see this practice overlooked. If you want people to contact you, you should make certain that they know how, and placing your phone number (in big, bold type) at the top of all pages is a great place to start.

2) No Conversion Form On Landing Page.

Some people are much more comfortable submitting a web form than talking to you directly. Don’t make these potential customers work harder by having them click a ‘contact’ link to get to your web form. Research shows that having a simple web form on each page of your site actually encourages conversions. Put a simple contact form on every landing page of your website. In addition, test your forms on a regular basis to ensure that they are working as expected.

3) Asking For Too Much Information.

Your web forms need to be concise. Ask only for information that is absolutely necessary for you to provide an appropriate response. You don’t want to make a user jump through a lot of hoops in an effort to contact you.

4) Poor User Experience.

This is a biggie and one that may require a great deal more effort to correct. A poor user experience can manifest itself in many ways and will undoubtedly have an adverse effect on conversion rates. If you are a DIYer, recognizing poor user experience can be challenging and you would do well to have a third-party look over your site. Some of the things they should be looking for include ease of navigation, readability, clarity of message, load times, mobile experience, visual appeal, ease of contact, broken links, cross-browser compatibility, and the site’s ability to direct the user to act.

5) No Clear Call To Act.

Your website has to have a goal. Weather you want visitors to make a purchase, sign-up for a mailing list, request a quote, or simply call you, there has to be a goal and you have to make it clear to users what that goal is. This is the purpose of your call to act. Make sure your call to act stands out on the page, offers value, and makes it easy for the user to take the desired action.

6) No Clear Value Proposition.

Visitors should clearly see on your homepage or landing page why they should do business with you and the benefit of it. This value proposition is often best placed as part of your call to act. What are the reasons customers should act? Is it a money back guarantee? Free shipping? No obligation quotes? Find out what yours is and make it clear.

In Conclusion

There are a number of factors that can affect your website’s ability to convert visitors into leads and if your website is receiving a significant amount of traffic, but failing to convert, you should have a professional audit your site.

We understand there are many tasks and challenges you don’t enjoy doing. Our Executive Assistant and Consultation Service will allow you to relax, knowing that you have a team member who is only a phone call away. Give us a call at 925-672-4800 and we will gladly review your business Website and help you strategize an approach that will work for your facility.

If you would like to ask a question, or if you have advice, an answer, or an experience to share concerning this article, please place your comments in the section below. Your participation is encouraged and appreciated. Thank you!

Are The Ducks Still Flying?

You know the old saying “You only go hunting when the ducks are flying.” So why are many of you still loading up and trying to make it happen when the season is over? I don’t mean to be rude, inconsiderate, or disrespectful, but referring to ducks as potential members is my way of getting a point across.

If you’re one of the many clubs that just came off a great quarter, why are so many of you trying to recycle old ideas during a season that has historically shown to be slower?

The fitness industry is not any different than other businesses; it has its highs and lows.

What should you do to ensure you have the very best possible chance for success? You need to reach out with creative marketing ideas and approaches and spend your advertising dollar wisely so to ensure you have the very best possible chance for success as you head in to the slower months.

So if I've got your attention, and you’re open to new ideas, suggestions, and ready for a few changes in your old way of thinking, check out the following information and make it happen:

There’s more and more research that indicates that local Internet searches for small businesses will continue to trend upward, as more traditional forms of advertising trend lower.  And that’s good news for savvy business owners.

Consider this, according to the Nielsen Report; there were 277,436,130 Internet users in the U.S., representing 87.5% of the U.S. consumers. Americans on average own four digital devices and spend an average of over 11+ hours per day on these devices.

Figures recently released show newspaper circulations have been experiencing significant declines year after year. Radio and TV advertising effectiveness continues to decrease as more consumers listen to satellite radio in their cars, and TV watchers are tuning out the noise and commercials. With postage and telemarketing expenses continuing to rise, the fitness industry, along with every other business, is being squeezed.

Now that we’ve done the research (I’m assuming that you’ve read to this point) you might want to consider letting your business surrender to modern technology.

With local search on the Internet having the strongest impact on customers finding your business, it is imperative that your business is listed correctly and on any and all platforms that your potential customers might visit. One of the most important aspects of local search is ensuring that your business’ information is consistent, accurate and accessible throughout the web. Yet most of small businesses, including fitness centers, have inaccurate online listings, according to a resent survey.

Your business listing information is a platform that allows new customers who are searching for you to see key information. A potential customer probably won’t know to search for your website, but they may very well find your business in a local or industry directory. If your business name, location address, phone, hours of operation, and description aren’t readily available and listed correctly on 100+ online directories, the consumer will probably not find your business while conducting a search and move on to a gym that does appear.

Google and other search engines search third-party directories and databases to see where the business is listed and how it is listed. The more places it finds the business, the higher it will rank the site in search and make it more visible for the consumer to see.

So where does your gym stand in the online marketplace? Let us do a free search of your business on over 100+ listing site platforms with our trusted partner, Social 5, and we'll email you a report card and tell you how you're doing with no obligation on your part. The report is available by emailing your business name, physical address (city, state, zip) and company phone number to info@globalfitnessassociation.com. The report will be completed within 48 hours and returned to you at no charge or obligation.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

The Referral – The Easy Way

Would you like to expose your club to hundreds, quite possibility thousands of new customers? Here is an easy low cost and effective way to do it within seconds. (Fitness plus Friends = $$$)

Referral Poster

Look at the sample to the left and design a poster that fits your club and your needs. The beauty of the poster is its low cost, which allows you to change it often. Why not create an offer for winter, spring, summer, and fall, and rotate the offers throughout the year.

Here's how it works:

1. As your Membership Directors begin the referral presentation they turn to a wall were you have hung the referral poster. (This is normally done after the sale is consummated.)

2. They proceed by explaining how your Fitness plus Friends referral program works, e.g. "Mr. Smith, every time an friend or family member brings in a picture of the poster with the special offer on their smart phone, and joins on one of our regular memberships, you will receive a $50.00 Visa Gift Card." 

  

3. After confirming the new member want to participate in the referral program, the Membership Director takes out a dry erase marker and puts the new members name on the poster, and includes an expiration date on the poster.

  

4. They then ask the new member to take out their smart phone and take a picture of the poster.

5. They then ask the new member to send the picture out to all of their contacts through all of their social media networks, e.g. Facebook. Twitter, etc., and inform them of the special offer. It's as simple as that.  

The offer can be switched around throughout the year, e.g. Winter - Three Free Personal Training Sessions, Spring - Two Weeks Free, Summer - One Month Free, Fall - 14 Days Free. 

In addition, the referral price can be changed around, e.g. $25.00 Visa Gift Card, Gym Bag, T-Shirt, Sweatshirt, or Credit at the Juice Bar. The choice is yours.

You can also offer your existing members the same referral prizes by referring one of their friends. To help launch your referral program to existing members, having all your staff wear a name tags that says " Ask Me How You Can Win A $50.00 Visa Gift Card." Once the members inquire, walk them over to your poster and explain how the referral program works. It's as simple as that.

The referral poster can be used in any department within your club. Think about the opportunities with Personal Training or Group Fitness classes. We even have one club using the poster to increase awareness in their swim lesson program. You are only limited by your imagination.

Important notes: Make sure that you have a blank line to put an expiration date on the poster. Do it with a blank line so it is easy to change without creating a new poster. The expiration date should be 3 to 4 weeks out, so to create a sense of urgency.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

Gyms Missing the MARK on Online Traffic

Many Gyms across the country are missing the MARKet on online traffic and searches. The numbers are significant.

The latest consumer surveys suggest that 83% of prospective gym members are researching their options online before ever stepping into a gym. They are searching for you on Google, Yahoo and Bing, and unfortunately many gyms are missing out on that traffic by not being consistent with their business listing information. Google and other search engines search third-party directories and databases to see where the business is listed and how it is listed. The more places it finds the business, the higher it will rank the site in search and make it more visible for the consumer to see.

Your business listing information is a platform that allows new customers who are searching for you to see key information. A potential customer probably won’t know to search for your website, but they may very well find your business in a local or industry directory. If your business name, location, phone, and hours of operation aren’t readily available and listed correctly on the dozens of online directories, the consumer will probably not find you and move on to a gym that does appear.

Even when gyms have an online presence, they aren’t doing a great job protecting their brand. Through our research, we have found 87% of the gyms in this country contain inaccurate information online resulting in customer losses each year because they can’t be found. Trust me, your online reputation and business listing information counts if you want to get a high acceptance score with Google and the rest of the big named players.

Increasing your online visibility can be expensive, but it doesn’t have to be. When developing a marketing strategy and budget for your gym, you should become familiar with the term, “directory listings service.” From a budget perspective, you don’t have to break the bank. Most directory services charge a month reoccurring fee of $149.00 to $299.00 per month for their services, totaling thousands of dollars. Ouch!

You can increase your online visibility without the monthly reoccurring fees. Here’s how: You can get discounted rates through the Global Fitness Association, which offers wholesale pricing to members through the online marketing firm Social5.

Global Fitness Association members and non-members alike can participate in this directory listing service through Social5, a trusted partner, for a one-time fee of $129.00 that covers account setup and online cleanup, plus a one-time fee of $349.00 for listing your gym information on over 100+ directories with ongoing updates, for a total investment of $478.00.

You will also receive access to an individual control panel that allows for live updates to directory information, analytics that allow performance-based tracking of your gym’s visibility across online directories, telephone support, and a guaranteed annual renewal at the same price, less the setup fee.

So where does your gym stand in the online marketplace? We’d recommend running a free analysis to establish a baseline. The online visibility report is a free service for all gyms. The report is available by emailing your business name, physical address (city, state, zip) and company phone number to info@globalfitnessassociation.com. The report will be completed within 48 hours and returned to you at no charge or obligation. A $79.00 value.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

Really, there is a better way

Don’t be a one-man charity system for advertising companies, yellow page ads, and landlords.

As we head into the New Year you’ve got to be asking yourself “is there a better way.” After being in the fitness industry for over 40 years, I’ve seen a lot of things and many that made me shake my head and wonder what the heck some of you were thinking. And yes, there is a better way to do many of the things mention in the caption of this article. So read on.

First let’s discuss advertising and marketing. But before we get started, please understand that I’m only giving you a smattering of what you need to know and do. Traditionally speaking, you should be spending 7-10 % of your gross income to further the branding and growth of your business and the monies should be spent equally internally and externally. You’re probably asking yourself what I mean by internally and externally. Well, internally meaning that you promote from within, you do things for your members and in return ask them to do something for you. Promoting externally would be radio, yellow pages. television, newspaper, and flyer etc. As with both types of programs, you should be measuring the results, and the return on investment. However, with both types of programs (internal and external) some of the benefits can’t be measured because the exposure alone will continues to brand and further promote your business. As new technology has evolved, many of the traditional method of advertising no longer seem to work as well as they did in the past. If you look at your past advertising campaigns, I’m sure you will find that all of them have had a diminishing return on investment. Remember the old saying “You can’t expect different results if you keep doing the same thing over and over.”

This brings me to a point where I would like to share with you a new marketing medium we have secured rights to; it’s called GFA e-Marketing. This new technology puts the power of zip code-targeted email marketing in the hands of every fitness professional wanting to attract new customers to their business, regardless of their advertising budget. Our email database is the largest in the nation, totaling over 250 million emails. It includes 100% opt-in subscribers and is updated daily. You can now attract more fitness-minded people to your business for just a fraction of the cost of traditional advertising. How many email addresses are within a five-mile radius of your location? You might be surprised, give me a call.

Now let’s move on to yellow pages. This type of advertising is becoming more and more ineffective as technology improves. Don’t be fooled by the yellow page companies, forget about the promises made by the yellow page sales representative (ie. free colors added to your ad, a lager ad for the same price you were paying last year, and more). Do what the big companies do. But before I tell you their little secret, I want to explain the two ways consumers use the yellow page book. # 1. If they know your companies name they will go directly to the white page listing in the front of the phone book and look up your name alphabetically. #2. If they don’t know your companies name the probably will go to the yellow page listing under the “Health and Fitness” category and start looking for fitness facilities. Which bring me to the little secret big companies have known and used for years. While many of us have been caught up paying outrageous prices on a monthly basis for a yellow page display ads, big companies have been advertising in the same area just that they appear several pages before the display ads even appear or even looked at. How do they do it? It’s simple, kill your display and request an in column ad in the listing area under “Health and Fitness.” Still think the yellow pages deserve a large share of your monthly advertising budget? Compare the size (thickness) of this year’s phone book to last year’s . . . and think again.

And … now on to landlords. The basis and foundation for a successful business is in the lease. It has always been my opinion that tenants don’t get what they deserve, they get what they negotiate. When it comes to your facility rent, landlords always seem to have the upper hand and that’s generally due to the tenant creating a poor foundation when going into business. If your looking for a new location, ready to sign a renewal option, or having problems with the space you lease, now is the perfect time to pay your landlord a visit. Many landlords across the country are also feeling the pinch and may welcome a discussion about lowering your rent, offering you a rent concession, or possibly renegotiating your lease. Though there are no guarantees, you won’t know unless you ask.

The strategies you learn and practice now, when the economy is flat, will serve you now and in the future.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

The First Impression Could Be Your Last!

Before I get started, I need to thank the many people who called and emailed about our last article, “It’s All About Relationships.” It’s apparent from your calls and comments that this information is really being put to good use. There’s more where that came from . . . so stay tuned.

Anyhow, on with this today’s topic. I can tell you that in the course of compiling this article, and after calling and touring many fitness facilities across the country, I’m embarrassed to report that there doesn’t seem to be much rhyme or reason for how phones are answered or how tours are conducted. Some facilities were better than others, but believe me, there’s plenty of room for improvement.

So what the heck are some of you thinking or doing? The public's perception of the fitness industry is far from favorable and we all wonder why. . . We all want to be called fitness professionals, but from what I’ve heard and seen, that title is short-lived and shallow at best. I know the dream for many is to own a club or be a personal trainer, but what good is a name or title if you can’t walk the talk. We need to take responsibility for our actions and strive to deliver the products and services we promise our club members and the community. The title says “The First Impression Could Be Your Last!” So read on.

People are calling and listening, and I don’t mean the NSA. The telephone is often the first contact a customer has with a business, making phone etiquette one of the most important elements of a business. Through our travels and phone contact with many clubs in most every state, the pattern was obvious. Proper staff training was non-existent. Our experience yielded gum chewing during the conversation, loud music, long holds, and canned scripts that took way too long and sounded rehearsed. The routine we experienced was alarming and should be of concern to many owners and managers.

Conducting a proper telephone information call is essential and can be handled in several easy steps:  

#1. Smile as you pick up the phone and be sure to identify yourself and the company by name in a clear voice that the person on the other end of the line will understand. 

#2. Answer promptly and pleasantly. 

#3. Control the call with questions and be sure to answer their questions. Your main goal should be to schedule an appointment for them to visit the club.

When touring several facilities across the country, we also saw that staff training was non-existent or weak to say the least. There was no consistent strategy for how tours are conducted. Most of the staff I met had no clue what they were doing, let alone knew much about the facility itself. At one location in the mid-west, I was allowed to tour their facility unsupervised and was told the membership rates on the way out the door. And guess what! They never followed up on my visit.

Giving a proper tour takes knowledge, skill, and practice. Here are a few tips: Greet your prospect and introduce yourself. Give them a guest registration form and ask them to take a moment to register. Don’t say, “Fill this out.” Nobody likes to be told to fill anything out. After they have completed the guest registration, give them a brief outline on what the tour will involve. Explain the areas you will be touring and let them know that at the end of the tour you will be sitting down with them to discuss their fitness needs and the different membership programs.  

As you can see, there are a lot of important steps to handling telephone information calls and giving proper tours. So give us a call and we’ll gladly share our systems and resources with you. All you have to do is ask.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.

There’s an Easier Way – A Right Way!

Meet Global Fitness Association’s Marketing 2.0 Team!

The Global Fitness Association Marketing arm is gaining strength. We’ve expanded our marketing offerings to include more of what you’ve been requesting to make you more successful in your own endeavors to build guest traffic. The Marketing 2.0 Team combines cutting edge technology with the classical tried and true. Whether it is helping you move to the latest in online best practices or designing a targeted marketing piece, we have the pieces and expertise to work with you based upon your needs and budget.

The Marketing 2.0 Team at Global Fitness Association has a combined industry experience of over 70 years. Both club owners and marketing gurus, Jason Alles, Kim Koehler and MaryAnn Molloy will personally interact with you and help you get on the pathway to profitability. Jason Alles literally grew up in the business. He has 30 years experience working for the clubs his father founded SportsLife in Atlanta GA. Jason has channeled his passion for the industry and marketing to create a system that has been proven to generate guests. MaryAnn Molloy has over 25 years starting with big box gyms and then moving into her own women’s only gym and of late a private training studio for people over 40. She also has taught a personal trainer certification course and mentored trainers into their own businesses. Kim Koehler has a degree in Economics and a Masters in Marketing. (We had to have ONE brainiac). She has taken her 25 years in consumer marketing and now runs a personal training studio. We are all here for you!

Working across several marketing platforms, we can help with everything from creating an organic marketing strategy to assisting you with social media marketing.

Today’s key focus is the Digital Store Front. You have a Digital Store Front whether you know it or not. While everyone knows they need to have an Internet presence, it is hard to find the right formula with this ever-changing technology. It’s both a science and an art (just like the health club business).

Can your customers find you online? In today’s market, savvy consumers are doing their research online whether buying a house, car or a gym membership. They are not only shopping by price (even if they think they are initially). Are your customers finding you? Is your Digital Footprint helping or hurting you? Do you know what a Digital Store Front is? Visit our website at www.globalfitnessassociation.com/internet-presence and we’ll conduct a free search of your business on the top 40 listing site platforms, and we’ll email you a report card telling you how you're doing - with no obligation on your part.

These interactive marketing tools and techniques offer a multi-channel strategy for customer contact. Currently, many small businesses do not have an interactive marketing strategy that supports growth opportunities. In today’s competitive environment coupled with economic conditions, it is not enough just to have a website. Your market may be local, however you also need a global reach to help level the playing field with big box clubs. If done correctly and consistently you could even gain an advantage.

The Global Fitness Association Marketing 2.0 Team will show you tools and techniques, used by the Fortune 500, to enhance your Internet marketing presence. We can do it for you or show you how - depending on your time and budget.
Global Fitness Association can show you how to control your content and optimize your search engine reach without those high priced internet/SEO consultants (today’s snake oil salesmen - at least some of them). You might get calls from some consultants who have figured out complicated algorithms to crack the Goggle or Bing codes, but at the end of the day, your message is still being controlled by these entities.

Instead we have methods that help you:

* Create your message
* Control your message
* Connect with customers and prospects

The bottom line is, the more (relevant and original) content (blogs, reviews, likes) you have on the WWW (World Wide Web) the better your chances of being discovered. Keep in mind, people will find you because they did either an organic or a specific search. However they discover you, you will need to have as much content about your business out there so you are easy to find.

Every successful business, whether it is a sole proprietorship or big box gym, is doing this because they know it helps and have allocated valuable resources to making this happen. Now that the Global Fitness Association, Digital Store Front proprietary software is available, you don’t have to tackle this daunting task alone.

Let’s not forget, Digital Store Front Marketing is just one piece of the puzzle. Regardless of what technologies and tools you use, you are still in a people business, and we can help! At the end of the day, you need guest traffic to increase sales and optimization of your current membership (yes, people again)! Our motto is “more guests…less guesswork.” We have developed a strategy and systems that can be customized for your target market that will generate more guest traffic. These strategies and systems have been proven to work even in the toughest economic and competitive markets.

Stay tuned for our mini-webinars (yes, we know you’re busy) and video snippets where will show you how to create more guest traffic by taking control of your message and connecting with your customers and prospects. Be sure to like us on Facebook to get the latest news and scheduled webinar times.

For more information on this subject, give us a call at 925-672-4800 and we will gladly do our best to answer your questions. You can also visit our website at www.globalfitnessassociation.com/info for more information. 

Please place your comments in the section below. Your participation is encouraged and appreciated. Thank you.