Opportunity Knocks: Seasonal Fitness Marketing Strategies
As we approach the High Holy Day of Healthy Living Commitments (otherwise known as New Year’s Day), you should be taking advantage of it by rolling out your New Year’s fitness marketing strategy. If you don’t have a strategy already in place, you only have a few days to get one together.
Opportunity Knocks But Once A Year
New Year’s Day is the single-most golden fitness marketing opportunity, and once it’s gone, it’s gone. You have to wait twelve whole months before that opportunity knocks again, and you’ll spend at least the first six kicking yourself for missing it. Your task is simple: target the vast population of people making New Year’s resolutions to be fit in 2010, and help them keep their commitments to themselves. As it turns out, lots of people make the resolution to be fit every year. Unfortunately, fewer people actually keep the resolution. Fewer still keep it for more than a couple of weeks.
The good news is that many resolution-makers have steady paychecks that they’re willing to spend on some assistance meeting their goals (or, as I like to call it, the kick in the a** they need to get off their butts and exercise.)
Hit The Ground Running
Strap on your Nikes and get ready. You have two tasks to accomplish with your New Year’s Resolution marketing plan: (1) Bring folks in the door, and (2) Keep them there for the long haul. Each task can be handled with a specific fitness marketing strategy.
To get people in the door, pounce on them on Day 1, or even before Day 1, while they’re still gung-ho about the resolution. When people make resolutions, they usually mean it for at least a minute or two. This is where fitness boot camps work well. Entice those well-intended resolution-makers with a one-time fitness boot camp commitment, where they can hit that resolution hard and heavy right off the get-go.
Right now, people are still stuffing their faces with cookies and thinking, I’ll do better after the holidays. People are gearing to go starting on New Year’s Day, and they are just waiting for the opportunity. Give it to them. It’s easy to commit to something now that’s over a week away. Make it easy on them by offering boot camp enrollment now. Offer special pricing for customers who sign up before January 1st.
Depending on your advertising budget, you can hand out flyers, buy advertising space on your local radio station, announce a New Year’s Special on your blog, or send special boot camp pricing to your email subscriber list.
Now is the time to grab those customers. They feel good about themselves, because they’re thinking, “I can do this!” Offering them a chance to enroll now means, (1) they’re not only making a promise to themselves, but they’re backing it with funds, and (2) you’re earning revenue now on a course that you’ll teach later. It’s a win-win situation.
In It For The Long Haul
You have a little more time to plan this part, but start thinking now about how you’re going to keep those customers after the boot camp. You know some of them will bail after a little sweat and hard work. Some would bail just based on the convenience factor, meaning it’s a pain to get to the gym, so you have to offer them a deal they can’t refuse. I’d love to hear what ideas you have, and I’m sure other readers would too, so feel free to share your comments.
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To Your Success,
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