Xtra $$$$ ... by Art Rothafel
Put on your marketing hat for a moment and consider this:
How often do you go to the grocery store? Once a week? Once every two weeks? Maybe you've really got your act together and can hit Costco once a month while purchasing fruit and veggies at local stands.
Now, how often do your clients see you? Once a week? Twice? Three times a week? Every day?
Here's the marketing part:
Have you ever considered each time your client comes into your studio or club that it's another selling opportunity? After all, they're already in your "space" and if you carry what they need or want, then, it's simply a matter of convenience for them to purchase things from you.
Most retailers would "kill" to have customers visit their stores two or three times a week.
It's amazing how many club and studio owners don't realize the retail potential of their businesses. Most go no further than drinks and bars. Easy impulse sales. Big deal. That's just low-hanging fruit anyone can pull off - especially if it's all happening out of a vending machine.
Here's what the marketing savvy "Next Generation" professionals know:
Fitness professionals -- especially trainers, have a profound effect on the purchasing behavior of clients due to their strong relationship and perceived expertise in all things related to "healthy" (food, nutrition, exercise, vitamins, sports apparel, etc.).
We proved this two years ago through our own primary research. Our studies revealed more than 86% of personal training clients made a purchase (within the past 12 months) based on their trainer's recommendations. Even more astonishing was the fact that more than 80% did not even know their trainer's last name! Talk about influence!
So, as the economy becomes more challenging, it will more important for all studios and clubs to develop new profit centers. Perhaps the marketing hat should stay on just a little more each day....
Comments