Marketing

Marketing is the concept of communicating a message to consumers in order to develop interest in the company and create sales of the company’s products or services. The activities of the company, marketing and sales staff, facility personnel and the follow through of the processes for delivering the marketing message, tracking interest and generating sales are all important aspects of a successful marketing campaign.

Whether the marketing effort is internal (directed toward members) or external (directed toward non members) it’s important for all staff to be are aware of the established campaign goals as well as being well versed on the campaign details and the processes designed to move prospects through the buying/purchasing funnel to the point of sale.

It is imperative that all staff members are diligent and proficient at identifying interest and seizing opportunities with regard to member and prospect interest in any and all marketing efforts.

Methods of Marketing:

Below you will find two lists of marketing methods that can be used to create interest and generate sales. The lists have been divided into company managed and staff managed lists. The staff controlled list are marketing methods that each staff member is encouraged to be pro active in organizing and implementing. As with all marketing campaigns both consistency and follow through are vital to the success of the campaign.

Company Managed

  • Direct Mail
  • Television
  • Radio
  • Website
  • Social Media
  • Digital Advertising
  • Billboards
  • Magazine Advertising
  • Yellow Pages
  • Signage
  • Location

Staff Managed

  • Point of Sale Referrals
  • On Going Referrals
  • Events & Promotions
  • Club Announcement
  • Social Media Promotions
  • Contest Boxes
  • Take One Displays
  • Lunch Drawings
  • Corporate Marketing
  • Hand Bills/Flyers
  • Tag Along Flyers
  • Good Will

As a fitness center marketing and sales professional you should be conscious of your ability to influence members and prospects.

Area of Influence:

  • Be aware of your audience when speaking with members and prospects
  • Speak authoritatively and use voice inflexion
  • Use your area of influence to increase awareness of promotions
  • Ask members or prospects for their help

Ability to Influence:

  • Strengthen your ability to persuade others
  • Build bridges with prospects when they pose objections
  • Actively listen to and acknowledge members who are upset, unhappy or disgruntled in anyway
  • Never disregard or belittle a member or prospects concern
  • Don’t argue with members or prospects
  • Always attempt to professionally overcome objections
  • Offer opposing points of view
  • Get agreement with prospects and members
  • Always follow through on commitments you make to members and prospects

Creating, Generating & Seizing Opportunity:

  • Always be prospecting & selling
  • Seize all communication opportunities to prospect for referrals
  • Be pro active and create opportunities to ask for referrals, family add-ons, membership upgrades and personal training sales.
  • Be a walk-around marketing and sales professional to increase your area of influence

Staff Members Daily Marketing Goals

  • 5 Membership Sales
  • 7-10 Tours and/or Trials
  • 10-15 Scheduled Appointments
  • 10 Daily Buddy Referral Presentations
  • 2 Daily Corporate Presentations
  • 2 Daily Contest Box Location Presentations
  • Confirmation Calls to Today’s Scheduled Appointments
  • Missed Sales Follow Up Calls
  • No Show Appointment Calls
  • Buddy Sheet Appointment Calls
  • Contest Box Appointment Calls