As expected, the few things we accomplished over the past couple of weeks include the construction of the new tanning room. And we've prepared for the anticipated increase in membership sales that will result from our mailing campaign.
This coming week, the postcards WG helped us design will hit our local market. In addition to the promotion being offered ($29/month membership cost), the postcard will also encourage recipients to visit the website, and even to join online.
Initially, I was a bit concerned about the timing of that online offer. That's because the price tag on this particular printing and mailing is costly- upwards of $3,000. And as recently as last week, we didn't have a website. But all that has changed with the help of WG's webmaster Todd.
We now have a phenomenal website - check it out at www.worldgym.com/phoenix. Now I can hardly wait for the postcards to drive traffic to the site. In fact, this weekend I went in to the office to go over a few revisions for Todd. Once I logged in to the administrator section of my site, I got a great surprise - we made our first online sale already! It amazed me that someone made their way to our site with virtually no marketing material directing them there. Furthermore, the individual bought a 1-year, paid-in-full membership. This is what I've been waiting for.
If you've been following this blog, you already know my view on the importance of offering membership purchases online. I believe it's going to be at the top of the list of The Most Important Developments for 24/7 Clubs. If you can make membership sales online, you will vastly improve your ability to adjust your club's staffed hours. And that's guaranteed to trim payroll expenses and keep your club running profitably.
In fact, when my manager and I met last week to discuss sales strategy, we both agreed on this: If a prospective member visits the club and does not buy a membership, the next most important thing he can do is to get them to visit our website after they leave. To that end, he makes sure they get his business card and a couple of World Gym logo pens, both of which have our web address on them.
Gone are the days of pressure selling, which is a tactic still being used by many. Instead, we plan to show prospects what we have to offer - a clean, modern facility and the ultimate in convenience. Then, if they don't wish to join immediately, they can leave to think it over. I anticipate that many who leave our club will visit our website and ultimately join online. It's a kinder, gentler approach to sales.
I'm aware of more plans WG has for their website and the online memberships. But I'll honor them as a trade secret until they announce the plans themselves. However, I can say this much: One of the biggest benefits to owning a WG franchise is likely to be their commitment to website development, and their pursuit of innovative technology.
24/7 clubs, by their very nature, depend on technology. As time goes by, you'll notice that what sets successful clubs apart will be their effective integration of technology. And that's not unlike what's true for almost all businesses today!
My 24/7 fitness center underwent a big transformation - I converted to a World Gym franchise operation. In my blog, I give details about costs; corporate support; and even bottom-line results after the conversion, such as membership sales. Here's a chance to get an inside look at exactly how an independently owned club morphs into a franchised operation.
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