If you are like most fitness club owners I know, you pretty much live and breathe your business seven days a week, 12 hours plus a day or more. That 'closeness' to your business can make many owners blinded to what makes their health club Different and Unique from any of their competitors. From a marketing perspective, identifying your Unique Selling Points is critical to separate your gym from all the others!
When you use your Unique Selling Points to create your Strategic Marketing Plan in all of your marketing, you will break through the clutter and noise that exists around you. You will see more people coming through your doors, more new member sales and even your member retention will rise.
One of the most important health club marketing strategies we deploy is to help you clearly articulate what makes you Unique and Different to create your Unique Selling Points (USP's). Once formulated, you can use them everywhere!
Get This Right. Devote 45 Minutes to This Project.
One of the most important places to begin developing a strong Strategic Marketing plan is to have a thorough understanding of YOUR perspective of your club. We do this through an Interview that covers all facets of your business and deals with virtually every question a prospective client would have about your facility, your staff, your equipment and your business philosophy .
“We never really understood how and why we
were different from our 4 major competitors.
Discovering what our Inside Reality really is, we were able to train our staff on our real
competitive advantages” , said a NYC-based client of ours.
Look, you aren’t fooling us . We know how quiet it gets from 10:00am to 3:00pm around the club every day . “If we only had a strategy to develop more daytime activity our club could add over $350,000 in new revenue this year” , complained an owner we spoke to earlier this week. We told him “You have to start somewhere and that somewhere is being able to identify the 10–15 things that make you different . Not necessarily better, just different.”
Don’t Know Where to Start? Start Here...
The hardest part about change is understanding how and where to get started. For club owners seeking to develop a strong strategic and tactical plan to grow their business by quickly and less expensively than they have historically, the place to start is here. Right now.
We’re So Tired of Hearing About It, We’ll Help Create Your Unique Selling Points for Free!
It is painful to hear the stories:
We are getting killed by new clubs opening in our area;
The economy has still not recovered;
Every keeps lowering their price; or
If I see one more $9 a month gym, I’ll scream.
Marketing is systematic. There is NO magic pill. You are NOT trying to
invent an ad that will hypnotize every lazy slob in your town.
What you need are the systems and tools to make you and your business incrementally better at the 3 ways to grow your business. When you do, you will realize an exponential growth in income and profitability.