Fitness industry is seasonal and that is a fact. Every gym owner or a manager will nod his head in agreement, especially after checking retention data and month to month customers flow. Each year we observe those hefty hordes of people marching to the gym to fulfill their New Year’s resolution, then we have spring wave with bikini project and we come back with after-holiday remorse. Noticing those strong trends doesn’t mean you should just let it go and leave your business to this flow. Be smart and make the calendar work for you.
By keeping a calendar of holidays, local gatherings, major sport events and national and international occasions for the year you’ll always have plenty of ideas to use them as a marketing option. These special days or periodsoffer you a chance to contact your customers with a new, limited offer. You can create time- based offers, you can get creative and team up with other business that could be related to specific occasion to make your offer more valid and catchy. It really starts from simple research and noting down all the suitable dates. What you should keep in mind is to plan everything well in advance. Take your time and prepare one, good calendar that will work for you the whole year. Tease your members with upcoming events and actions by sending them newsletters and e-mails via automation centre on Perfect Gym management software.
As you start to work in details on your calendar, be very honest and picky. Remember to choose only the occasions that are relevant for your business, overall goals and audience. When building your calendar some choices will be obvious and some will be pretty weirdat first glance. Do not limit yourself and stay open for suggestions. Let your members be the best inspiration for you. Their feedback can determine your plan and can give another perspective.
Stay focused and launch only campaigns around holidays and occasions that support your business, brand and strategy. Don’t try to use every single occasion that pops up. If you go out to your members too often, they will stop to bother about new offers and it will make even harder to run your business and your promotions won’t bring expected results.After all, the ultimate success of a campaign is measured in how well it performed with retaining your existing clients or brining in new ones.
Gathering feedback and studying Perfect Gym software data about your customers should be your habit. As you are conscious of your customers, try to anticipate the messages that will work well with them. Keep in mind that not everyone celebrates the same holidays, so certain messaging may not be appropriate or valid for a specific customer’s group. The last thing you want to do is to discourage or make unhappy a current or a potential member. What we are aiming at is to create unique, fun experience for your clients.