Let’s face it, the fitness business is one of the most personal businesses you can be in. Like doctors, people are entrusting their health and body to you to help them lose weight, build strength or improve their overall fitness.
So it makes sense your marketing should take a personal approach as well.
All forms of marketing such as letterbox drops, social media or advertising play an important role but nothing beats face to face contact. Emails and phone calls are a lot easier but they are also a lot easier to ignore.
Face to face interaction means you can tailor your message perfectly to the person you are talking to. You have their complete attention and can demonstrate your enthusiasm, energy and conviction. Any questions the person has, you can answer them right on the spot.
So what are some ways to get yourself in front of your audience?
Pop up kiosks or stands placed in shopping centres can be a highly effective way to engage shoppers, acquire new members and increase awareness of your business. Just ensure you have compelling offer and great collateral to give out to busy shoppers.
Jump on board any local events to get to know the people in your community. Set up a stall and offer people a free massage to get people to talk to you.
Look at having a presence or speaking at fitness based exhibitions and conferences – a highly effective way to network with like-minded people.
How about volunteering your time to speak at company events or schools? As I mentioned in my previous blog, get to know your local businesses and the people who work there.
If you have a gym or studio, hold an open day and invite people around to attend for a free workout, nutrition advice, assessments and other giveaways.
If you don’t have a physical studio, you can still host an event for your local community. Use a school, work place or community hall to hold sessions on healthy living or the importance of exercise. Many places are happy for you to use their venue space for free, if you are offering a service to its members or employees. These events are a great way to position yourself as an expert in the area of health and fitness, plus you have an opportunity to market your business by offering complimentary personal or group training sessions to the people that attend.
Hit the streets and hand out free trial cards around train stations, bus shelters, shopping districts, ferry wharves, parks and playgrounds, anywhere where there are lots of people around. If you are not getting enough prospects coming to your gym, then go directly to them instead? Wear branded shirts and have eye catching slogans (have on the front “Do you want to look sexier?” and on the back “Ask me how….”) to grab people’s attention.
So take a step away from the computer and get out the door and put yourself out in the real world. Make new contacts, develop quality business relationships based on trust and educate the people you meet about what you do and the benefits offered by your fitness business. A guaranteed way to create a lasting impression and to maximise your chances of success.