Are You Making the Same Marketing and Sales Mistakes as My Local Gym?

31 Jan

Article highlights (continue reading for the full story):

  • The gym had a solid lead generation campaign – utilized both digital and traditional marketing channels
  • Secured my personal information – full name, email, and physical address
  • Instructed me to visit its out-of-date website (first breakdown)
  • Did not anticipate my buying cycle (I researched the company before I ever made contact)
  • Never followed up with me after I decided to redeem its offer of a 1-day free trial
  • Always anticipate/research what your prospect will do when it becomes aware of your product/service

gym marketing campaigns

I’ve been eating way too many burritos in the Mission District lately.  My friends joke that the first place they look for me is the taqueria down the street from my apartment.

As I munched on a burrito while watching college basketball, I saw a commercial for a free 1-day trial at my neighborhood gym. While many people believe using television as a marketing channel is outdated, it’s worth noting that Google reports that 60% of its search queries are the result of someone seeing an offline (print/television advertisement).  The television ad (call-to-action) instructed me to visit the gym’s website to redeem my free 1-day trial.

So what did I do after watching the commercial?

I ‘Googled’ the gym to find out more about not only the free offer but also learn about the gym – from pricing to reviews to staff.

Keep in mind: the company INSTRUCTED me to visit the website.  The website was outdated.  The blog was last updated about 6 months ago and it lacked dynamic content that would have allowed me to learn more about the gym.  If you’re going to instruct people to visit your website, you should at least keep it updated.  The company did a great job of directing me to the site; however, the website content should have been targeted to new prospects researching the gym. Anticipate what prospects will do when they land on your page.

gym-marketing-campaigns

After I surfed the company website, I bounced over to Yelp to read the reviews.  I was satisfied with the reviews, so I decided to redeem my 1-day free pass.

The online sign up was simple: I entered my first name, last name, and email address.  When I hit submit, the instructions told me to visit the gym to redeem my free pass.  I walked the two blocks to the gym to redeem my free pass.  I was greeted at the door and asked to complete a liability waiver.  Sure, I’m happy to sign my life away if I drop a dumbbell on my head.  As I was working out on the elliptical machine (is that manly?), feeling the burrito grease leave my skins pores, I thought: “The gym spent a lot of effort and money to entice me to try its services.  It even secured my name, email address, and physical address (from the liability form). It’s not easy to secure my contact information. I bet they have a really good sales system to ensure I don’t walk out of here without a fight.” What happened when I finished my workout? I walked out without any fanfare. No sales pitch. Nobody asked me for feedback. Nobody made an offer.

The owner/marketing team should have anticipated and planned a sales process for prospects that redeem the free trial offer.  Instead, they let me walk out of the door without signing up for a monthly plan.  Why not create an incentive to sign up that day.  For example: “If you sign up within 24 hours of redeeming your 1-day trial, you get the first month free and a 1-hour massage.”

But they let me walk away.  Not only did they let me walk away, but also they still haven’t contacted me about my experience and/or whether I want to join the gym.  The company spent lots of money (advertising, marketing plan, store front, salaries) for my trial.  It’s a shame that its follow up strategy is ‘hoping’ I’ll decide to sign up for a membership.  It should have systems in-place to ensure I sign up before I leave and follow up sales systems for 30, 60, 90, 120 days.

  • No incentive to sign up that day.  They could have closed the sale by offering me a one month free deal if I signed up that before the end of the day
  • The company could  follow up with an email/snail mail campaign:
    • Did you enjoy your time at the gym?
    • Thank you for the trial – did we mess up?
    • Last chance to save 30% on a yearly package?
    • Free Massage?

If you’re going to spend lots of money on an integrated digital and traditional marketing campaign, it’s wise to anticipate what the prospect is going to do along the buying decision.  The company paid a lot of money to get me to try the service, why haven’t they followed up with me?

What can you do to increase your chances of  converting your prospects to clients?

Good luck!

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