Our postcards will start hitting mailboxes today, according to the account manager at our WG-approved marketing company. That's a few days later than I had hoped, but was told that the holidays slowed things down.
So a week from now, I hope to report a noticeable upturn in traffic and membership sales. The offer runs until the end of January, so as long as it drives in enough traffic (and sales) to cover the expense, I'll consider it a success.
I've been told that it takes a repetition of 3 mailings to ultimately produce the intended results. This means budgeting about $10,000 for marketing over your first 3 or 4 months after converting or opening a club. I'm sure we agree that this is a figure that makes you pause. And yet, marketing your business is a must. Just imagine how much money car dealers spend on advertising!
The new look continues....
The painters began repainting the club yesterday. They should be done with the tanning room, foyer, and office by the end of next week. Then they'll start on the club itself. I plan to have pictures posted by the end of next week. The colors are a change, but very nice. The tones are warmer than those harsh "in-your-face" colors popular in most fitness centers over the past decade.
Possibly you already know that Planet Fitness acquired World Gym over a year ago. Planet Fitness is known for its motto "The judgement free zone." And you may have heard about them in the news when they kicked out a member for grunting too loudly while lifting weights!
In developing the World Gym 1440 All Axcess concept, the company converted one of their smaller, corporately owned Planet Fitness clubs in Manchester, New Hampshire, to a 24/7 club under the World Gym brand. If you visit http://www.worldgym.com, and click on the state of NH, you'll be able to see pictures of the re-branded club.
Watch for pictures of our club, and an update as to the success of the postcard mailing.
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.
Thursday, January 10, 2008
Sunday, January 6, 2008
Marketing Prep--and Immediate Results!
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!
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!
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