2010 sell like hell and keep them in heaven ( oct )

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

• Email

• 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