Fitness Marketing
Fitness marketing enables trainers and health professionals to advertise and build a successful business. Powerful marketing techniques in the fitness arena include lead generation where you build a list of clients and selling to existing clients. Another powerful selling strategy is piggybacking.Piggybacking is known by many names in the business world: Parasite marketing, Host/Parasite Marketing, Endorsing, Joint Ventures, and Endorsed Joint Ventures. However, each of these names has at its core the basic concept of piggybacking.
Piggybacking and Fitness Marketing
What is piggybacking and how does it relate to fitness marketing? This may be the first question you ask. It is easy to answer because you have seen piggybacking in action many times. This type of marketing involves one entity joining with another to boost sales, raise exposure to clients, and more.
Piggybacking is an brilliant option in the fitness world. Many businesses work in tandem with the fitness business. A fitness trainer can ask one or several of these businesses to begin a joint venture that will benefit them both.
Piggybacking Step-by-Step
Piggybacking is possibly the best marketing strategy for the fitness industry. It combines an unmatched method of reaching clients without a large output of money or time.
To begin a piggybacking campaign, determine what businesses you wish to approach. Jot down several businesses in the local area that cater to your target clients. This might include a plastic surgeon, a nutritionist, a health food store, a chiropractor, or a doctor. Choose the business that you feel will give you the best results.
Next, meet with the business owner and discuss a joint venture. As a fitness trainer you must have something of value to offer the business owner’s clients. For example, a conversation with a plastic surgeon could go like this: “I bet your clients are ready to get back in shape to keep up the wonderful work you have done. We have some great programs that can help. I will offer your clients a ‘New Beginnings’ package for a deep discount for one month. The normal package consists of a combination of nutritional counseling classes, exercise training, and motivational training. Your clients will only be paying $** - the cost of the exercise training – and they will receive the entire package! We will offer your client full use of all of our services such as child care, normally available only to members. And, I will give you a percentage of every client you send my way!”
This is a no lose situation for both parties. The business owner, in the above example the plastic surgeon, has the opportunity to offer a great deal to his clients and the opportunity to make money while doing nothing.
Don’t Stop Do not stop with one success or one failure. This marketing strategy is one for the long haul. Talk to five businesses a day for a week and chances are you will have several joint ventures in place. Just remember, as with every fitness marketing technique, each piggyback marketing strategy must be unique and fit the target market.
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