Fitness Marketing Should Include Member Retaining Strategies
Fitness marketing should include member retaining strategies as well as new business building programs. A common mistake fitness businesses make when developing a marketing plan is targeting only new business and ignoring the ongoing needs of the current membership. Marketing is a comprehensive business function which should include improving customer service as well as advertising and promotional campaigns.A Customer in the Hand
There is an old saying which goes like this: A bird in the bush is worth two in the hand. If you replace the word ‘bird’ with ‘customer’, it means your current membership has a high value to your business. Unfortunately, once someone agrees to use the fitness services it can be tempting to ignore their ongoing needs while pursuing new business.
Yet the current customers you serve are your committed market niche. These are people who have agreed to pay you money in exchange for fitness services and the use of fitness equipment. Keeping your customers coming back should be one of the major focuses of your fitness marketing campaign.
This is not about creating new business through signing up new customers but rather about creating new business by enhancing the services you offer existing customers. This is a frequently overlooked opportunity to increase profit margins through cost effective marketing strategies.
Keeping the “Personal” in Fitness Marketing
The fitness industry deals with personal issues such as health, body conditioning, injury rehabilitation, weight loss, and even longevity. Such a personal business should never lose sight of the fact it must offer personal services with appreciation.
A fitness marketing plan should include a lot more than just advertisements and free offers. It needs to include a service strategy which shows current members how much their business is appreciated. Though online marketing can play a critical role in the building and maintenance of a successful business, it can also be used to complement the services you offer your membership.
Improving customer service as a marketing strategy may not seem glitzy or glamorous but it is one of the most productive actions you can take. The advantage of this strategy is that it can incorporate as many fitness marketing tools as you want. For example, you can provide additional customer service online through your website or at the fitness center facility or through the addition of personal training services.
Emphasizing a Service Culture
Every business has a particular culture which characterizes its mission. By emphasizing customer service, in effect creating a service culture, you show your current customers you appreciate their business and want to offer more. When your customers are happy with the service received, they are much more likely to return again and again.
Building a reputable and successful business requires building a strong customer service foundation. Fitness marketing requires much more than just running an ad or offering a particular class. Your marketing should include positive attention directed towards the people who use your service.
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