If you would like to explore how TA6 can support your business in any of the areas discussed above please get in touch.
Do you have a fitness challenge “brand” you use to support an on-going challenge calendar? Build this into the on-going member journey and engagement strategy.
Can you utilise your social media channels? Encourage members to share a photo of them completing the challenge.
What on site assets will you need? Maybe a branded tracking board so participants can see their name or contribution on the sheet or so teams can keep updated with their position.
Can the challenge be linked to options within your app? Adding as a workout of the day or pre-set workout or can your app send invites and updates on new challenges?
Do all your team across the facility know and understand the challenge, consider where it can be embedded into the member journey?
Be creative, relevant and have a clear objective when creating challenges and consider how, where, and when you promote them.
For help and advice on creating successful member challenges please get in touch with the team at TA6 – we will even share 3 free challenges that you can adopt for your facilities!
BLACK FRIDAY 2021: FRIDAY 26TH NOVEMBER
CYBER MONDAY 2021: MONDAY 29TH NOVEMBER
STRONG PERFORMER: ROEFIELD LEISURE
Offering a huge 50% discount on all annual memberships Roefield, based in Lancashire, generated 106 new sales for the period 25th-28th Nov. In previous years Roefield would average 25 sales in the whole month of November. This gives the centre a huge cash boost going into the quietest month of the year for the industry.
To summarise the performance of leisure centres across the UK over recent years it would be mixed. Prior to 2020 those sites that had a strong offer and allowed customers to pre-register in the lead up to the promotion performed strongest, whereas those with an offer that wasn’t necessarily unique to Black Friday struggled to boost sales beyond last year’s figures. However, in all cases sales for the Black Friday period were up for a similar period in any other month of the year. Some sites who had used flash sales or 24hr offers throughout the year struggled to make their intended impact compared to sites that had stayed away from short term deals (however regular flash sales throughout the year gave better overall sales than just doing the one in November!)
Here are some of the lessons learned from previous year’s campaign which are invaluable tips for most promotions throughout the year.
MAKE AN IMPACT
Against such strong competition from every retailer in the UK your message has to stand out from the crowd. Use videos or GIFs on social media to catch people’s attention with moving images. If your offer is strong then lead on the discount/saving/hook and leave the gimmicks and fancy taglines alone.
MAKE IT WORTHWHILE
Black Friday was always intended to be a short term sales period with exclusive offers so give your customers an offer they won’t forget. ½ price first month membership just won’t get the response you’re probably looking for! If you do go big then limit the number on offer or stick to a 24 hour sales period.
BREAKTHROUGH OFFERS TO GET NOTICED
- 3 months free – 12 for 9 on annuals
- Free junior membership with every new adult membership
- 2-4-1 on all PT packages (min. spend)
- £50 Amazon voucher with every new membership
- Refer a friend and get a free month – refer 3 friends and get a YEAR FREE!
GENERATE LEADS EARLY
Announcing a “crazy deal is coming” just a few days before the event can result in a few early leads being generated if prospects are directed to a data-capture landing page. Make these customers feel like they’ll be the first to know and create some urgency using “limited offer”, or “only 20 memberships available” messages.
You can’t evaluate your campaign if you don’t set a target or have some expectations at the start. Look what your competition are likely to be doing, how did you perform last year, what budget are you willing to invest in the promotion, how strong is your offer.
Once the campaign starts ensure you have clear reporting channels and schedules in place so that amendments can be made to online adverts, budgets adjusted and Plan B actioned if necessary.
HAVE A PLAN B
What happens if you’re not going to hit target? Reacting on the Tuesday after Cyber Monday is too late! Especially with digital advertising which can be adapted in seconds there’s no excuse for not monitoring your performance throughout the campaign period. Emails and SMS broadcasts can be sent to databases, Facebook posts can be boosted, Google Ads campaigns tweaked, Instagram adverts budget increased, staff brought in to call hot leads, announcements made at the start of classes. Proactively be reactive!
A flash sale can create lots of enquiries which is great for sales but not for staff if there isn’t sufficient cover to cope with demand. Driving leads and enquiries online minimises this pressure and can deliver a greater customer service for many of your new members. Online advertising should steer customers to micro-sites that capture data, provide info and direct customers to online joining portals. Utilising promo codes to create urgency and track your sales is essential. Digital channels also offers the opportunity to automate some processes such as auto-responders thanking customers for their interest or directing them to a joining link.
Whilst digital adverting channels might work for many customers there is still a place in leisure for traditional offline outreach and lead generation. Brief your staff to be interacting with every potential new customer face-to-face, schedule some local leaflet drops to housing estates, retail parks and businesses, hit the phones and call ex-members and prospects, run a sweepstake competition to gather leads, the list goes on!
ARE YOUR STAFF UP FOR IT?
From the initial briefing sessions through to the individual incentives you may offer them for hitting target, your staff will be crucial in the success of the campaign. Incentives don’t have to be huge financial bonuses but a day in-lieu, box of chocolates or a bottle of wine can all motivate some staff. Make sure the promotion brief covers all T&Cs, FAQs and clear admin procedures so the staff are well informed.
4 A’s OF MARKETING
These will be your best friend as you plan and implement your campaign.
Aims – Set your targets and decide on what success will look like.
Audience – Who are you targeting? What advertising channels will they respond to?
Action – Plan carefully and carry out your strategy.
Assess – Monitor performance throughout the campaign and produce a report at the end.
Read more about the 4 A’s of Marketing here.
Black Friday will start earlier and run longer
Retailers will focus online
Advertising space will be very competitive and drive advertising prices up
Strong offers will win the day, but may not be beneficial long-term
If you'd like some support with your Black Friday campaign or would just like to chat through some ideas, please get in touch.Get In Touch
The interview started with Woody being asked, what sales and marketing challenges did he see gym operators facing during the next 12-months as the UK recovers post-pandemic?
Changing, developing, growing and moving your sales and marketing on will be crucial; operators who just go back to their pre-Covid acquisition strategies are going to struggle and even fail.
The fitness sales marketplace has changed dramatically; consumers have had more than a year to reflect on where they direct their spend, if indeed they direct it our way at all.
For too long our sector has focused on short term, price-led promotions to drive interest. It’s time to step up and develop brand-led, inspiring campaigns that focus on why your facility is the right fit for the target market you’re trying to attract.
Think of your brand as a person, with a clear personality and passion. Your brand values are like that person’s DNA – the commitments they live by. Your brand vision is what drives and defines that passion; use this vision to create the energy and clarity your team need to deliver.
For operators who wish to revisit their brand, where should they begin?
When we build/develop brands we focus on vision, mission, goals, values, commitments and messages. We use these triggers:
1. The Why – what’s your purpose? What impact do you want to have? Who are you aiming your offer at?
2. The What and the How – this is all about your venues and your products … what you offer, and your people and your pricing
3. Identity and Personality – what’s the essence of your brand? What are your core values? These needs to be relatable, believable and unique to you
4. Tone of voice – what emotions and passions are you looking to evoke in your customers with your messaging?
The key here is to ask: does your brand make a difference to customers’ wellbeing? Your facility is just one element of your product that contributes, but there is so much more you can offer. Customers need to feel they are part of something bigger than just a club.
The marketplace is noisy and marketing spend is lower than ever. Rather than the ‘outside to in’ marketing approach most take, focus on an ‘inside to out’ campaign, using real member stories to inspire new customers, using your community as a lure.
The interview continued with Woody being asked about how whether he felt the sector was damaged from 2020, as well as giving some advice on how operators can focus on getting back to normal. Read the full interview here.