Maximize Your Fitness Marketing Advertising Dollar
What are you spending your advertising dollars on?
You may be wasting your fitness marketing dollars on useless ads. Marketing dollars are only worth spending if they bring you new clients.
Therefore, you need to figure out which ones are bringing in the clients, and can the rest.
Your money is better spent on that vacation in Costa Rica you’ve been planning for five years.
So, how do you figure out which ads are bringing in the clients? Finding the right fitness marketing strategy is all about asking questions and seeking honest answers.
Using Consumer Feedback to Massage Your Strategy
Consumer feedback can help you get rid of fitness marketing strategies that aren’t working. You may be spending money unnecessarily, because potential clients aren’t noticing your ads anyway. You can determine which ads are working and which ads are not working by polling your clients.
First, you have to collect the data. The easiest way to do this is to survey your clients with a form.
Collecting the Data: Surveying Your Clients at Registration
You should be using a registration form of some kind anyway to enroll your clients in fitness instruction. If you aren’t doing this, consider creating a simple sheet that your new clients can fill out. It should include the client’s name, contact information, service or services that he or she is interested in or enrolled in, fitness goals, and any other information that you find yourself asking verbally a lot.
In addition to contact and enrollment information, include a section at the end asking new clients how they heard about you. Because clients don’t want to waste their time filling out forms, and nor do you want to waste your time reading forms, use check boxes. Have a list of likely answers, such as, “I saw an ad in the paper,” or “I heard about you from a friend or acquaintance.”
A Note About Client Referrals
Remember to leave a blank line asking who referred you, because you will want to thank the client who recommended you. You might just say thanks, or you might send a thank-you card in the mail. You might even offer a referral credit on the client’s next bill, which is a sure-fire way to encourage the client to refer you to more of his or her friends.
Reviewing the Data: Compiling the Information
Once you have a registration form in place for surveying new clients, you can compile fitness marketing data. The information is useless if you don’t read it.
You’ve made it easy on yourself with the check boxes, so glance through and see which personal trainer marketing strategies are working. Now it’s a matter of adding up the numbers. How many times did new clients walk through your door because of word-of-mouth advertising? How many saw your ad in the local paper? How many looked you up online, or in the phone book?
Interpreting the Data: What Do I Do Now?
That depends on what the numbers are telling you. Compare the numbers. The most effective fitness marketing strategies with the highest numbers are where you should allocate your advertising dollars. Can the bottom half of the list. Why spend money on a full-page spread in the Yellow Pages if very few clients find you that way? You probably aren’t even recouping the cost from those clients.
Are you getting your clients via word-of-mouth advertising? Then you should not only offer more referral credits, but also advertise them to all your existing clients. That’s free advertising, because you can just tell your clients about it. You’ll pay for the referral credit, but not until a new client actually signs up.
Compare. Evaluate. Use the information you gather to find the strategy that’s working for you.
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