ForumsAdvertising, Sales and Marketing

Thank you Luckiest for your response. Can I get in touch with you through the online site at SCORE? I would be interested in the marketing plan that you speak of.

-Tammy

Thanks for your reply intechspecial. I do have my members complete a cancellation form when opting out of membership. The main reasons that I have tracked are the economy, no money, and not having any time to commit to exercise. My prices are very reasonable in comparison to the competition and in what I offer with membership. I have a long standing reputation in the area for being knowledgeable in my field and I also provide exercise classes for the local Parks and Recreation Department. I offer a very freindly, non-competitive environment. I feel I am not marketing to the triggers that would bring in members. I've tried so many different things and haven't been successful. Just grasping at straws at this point.

-Tammy

No franchise openings. Did have another small gym open up about 5 miles from my location in April 08. Not much larger then my facility. Owner is a newbie to the area and very young. He is catering to a younger crowd, lots of body building equipment. Membership is about 17% higher on the 12 month contract per month and about 20% higher on the single month option. He does not offer assessments nor workout routines. He pushes personal training. His gym does offer massage and a smoothie bar which I do not, of course these are at an additional cost. My focus is on improving health, personal attention, guidance. I also offer personal training packages and lifestyle weight management programs, don't sell too many of these. Tracking my cancellation reasons lead me to believe that the other gym is not affecting my membership. The trend for cancellation seems to be based on the economic situation and not having time to commit. With the exception of this other gym, no other facilities are close by, would have to travel over 25 miles to nearest fitness center.

Since you've been in the business for four years, you know that membership and attendance at most fitness facilities declines from September through December, then spikes up in January and continues to rise slowly until mid-spring. So what you're experiencing is probably a normal trend aggravated by economic problems and uncertainty.

Another possible challenge you may be facing is that people in small rural communities often view self-improvement differently than people in metro areas. In a larger city, there are more "strangers" -- so a person could meet a new client or customer, a future spouse, or his/her next boss at any minute. Consequently, people seem to invest more in themselves (fitness, education, wardrobe, etc.) to be prepared for those opportunities. In a small rural town, everyone knows everybody to some degree, and accepts them as they are (which is nice) -- but the other side of that coin is that self-improvement can have a "stigma" attached to it (where it's only a certain "type" of person who goes to the gym or buys a designer label item or takes classes to continue an education). That can make it very hard to grow or expand a business like yours, and requires a little different marketing strategy.

You're probably already focusing on new residents, but if not, do so. If someone new moves into the area, do what it takes to get them in to your facility ASAP (offer a free trial membership, for example).

Beyond that, the thing that works best for me when marketing education/training in rural areas is to make it appealing (both in terms of pricing and the design of the program) for someone to bring a friend, partner, or colleague. Friends and partners are more likely to encourage and support each other, and to keep each other actively involved. So consider offering a "two for one" membership deal. Design some of your assessments and routines so one staff member trains two people together (instead of one-to-one, like traditional personal training). That could drive up membership, retention, and revenue without significantly increasing your costs. You might also consider having an "open house" that targets couples or best friends -- the idea is to create a fun "event" at a time of day that two people will be hanging out together anyway, so they will stop by and check it out. The key is to market to two people, and get them to sell each other on joining -- and then on continuing to exercise.

Welcome to the community and good luck!

Thanks to both Lighthouse24 and Biz Online, I appreciate your input. You are right, my industry is slow this time of year, I think my concern is the 41% decrease in membership since the first of the year. To me that is an alarming number. I have tried most of the advertising and marketing tips you both offered. My business card has a 7 Day Free Pass on the back, I also hand out 7 Day Free Pass cards to all local nail salons, hair salons, doctor's offices, schools, and any business that will let me put them there. I offer a referral program to all my members when they sign up and I advertise the referral program at the facility and yes, I run incentive programs occassionally to promote the referral program but I haven't been very successful with this, not sure why. I have a web page (totalbodyfitnessbytammy.com) and I update it monthly with my specials for membership. I try to recapture my canceling clients with a personal letter that offers them the opportunity to re-join with free time added to their contract. I send direct mail postcards to my inactive client mail list every 4 months. I have a targeted mail list that I purchased and I am aggressively marketing to them, I also send to all new residents in the area. I do public speaking engagements when ever asked and shamelessly promote my business at these events. I give away numerous 1 month memberships to all sorts of community events and clubs as door prizes or for silent auctions. I am considering a bill board during the "hot" month of January, what are your thoughts on that form of advertisement? I am also currently participating in a cash register receipts advertising program at the major super market (there are only 2) in town, I'm offering the 7 Day Free Pass and 10% off all gift certificates with that program.
I do not have any business background. I'm running my business by instinct and anything I can get my hands on to read. Sometimes I second guess what I am doing to market myself because my response rate is not very comforting. I have a very good reputation in the area, lived here all my life (47yrs) and I have been in the fitness industry for over 11 years. I teach exercise classes at a local community center 4 days a week and I also teach classes for the Parks and Recreation for the county. What else can I do? What am I doing right? What am I doing wrong?

Thank you MarketSmarter. I will get in touch via email tomorrow.

Thanks for your reply Joe. Yes I have offered a special promotion for the clients who are not renewing. I actually send a personl letter which includes the offer. My success rate on this has not been very favorable.I also offer different membership options, monthly, 3 month packages, 6 month and 12 month contracts. I can't seem to find whatever it is that people will jump on.

-Tammy