Fitness Marketing Research: Ask Your Clients
Marketing is going to make or break your business.
All business owners need to aggressively market their enterprises to bring in new clients. This holds true for personal trainers, too. But marketing alone isn’t enough. It’s important for personal trainers to know which of their marketing efforts are working. It’s why those trainers who want to succeed are constantly performing fitness marketing research.
Marketing can be pricey. Ads in glossy magazines or newspapers cost money. Commercials on local television or radio stations aren’t cheap. Putting together a top Web site requires the service of costly design professionals. Even running a marketing blog can cost a fair amount of dollars depending on how it is hosted.
Spending money on marketing is fine, though, if it brings in new customers or builds name recognition for a business. But no entrepreneur wants to spend money on promotional efforts that don’t pay off. That’s a costly mistake.
Fortunately, it’s one that personal trainers can avoid with marketing research.
Business professionals constantly analyze their marketing efforts to see which ones are driving business to them and which are being ignored. There’s no way to determine exactly how effective a newspaper ad is versus a radio spot. But there are some strategies that business owners can use to get at least a rough estimate of which promotional efforts are the most successful.
The most obvious strategy is for business owners to ask their customers. This is why small business owners often ask “How did you hear of us?” when they’re dealing with new customers. The new customer might say he read about the business in the local paper. Another might say she saw an ad at a nearby bus stop.
By asking enough customers business owners will get a good feel for those marketing efforts that potential clients respond to and those that they seem to ignore.
You can easily track how much business you’ve receiving from the ad you’ve run in the community newspaper every week. You can include a line in one of your ads telling respondents to bring in the ad for a discount when they sign up for a fitness session. If several new customers come to you with the ads in hand, you will know that newspaper advertising is a smart buy.
If no one shows up with that ad? Then you knows to spend money on other marketing venues.
Other marketing strategies are more difficult to track. Personal trainers may pay for an ad that runs along the side of a city bus. It’s not easy for trainers to know just how many people are signing up for fitness sessions because they saw the bus ad. The only way to know for sure is for personal trainers to ask every new client.
Marketing is hardly an exact science. And marketing efforts that work well for one personal trainer may flop for another. This is exactly why fitness marketing research is so important to the success of a personal-training business. Trainers don’t want to waste their money on a promotional effort that isn’t working for them. They should take the time each month to analyze their marketing efforts to determine which ones they should maintain, boost or drop.
Remember, anything you can track, you can improve.
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