Over the years, we have catered to numerous fitness centres around Mumbai for their marketing needs. They are all categories by only one aspect. The fees they charge to the clients. So a medium sized one would charge anywhere between 5k to 8k per annum. And an expensive one would charge between 14k to 20k. There is another range of fitness centres, which has a premium range of yearly packages. 30k plus. We wont talk about them though. Because they need a different level of marketing owing to the highly niche audience they cater to.
Now every fitness centre has a money crunch when it comes to marketing, owing to the limited vision of a centre manager who ceases to think beyond the 2 km radius from where the any gym would get maximum of its members. And we respect this low budgets.
Hence these fitness centres should more rely on low CPR (Cost per reach) media which can definitely give them results. In fitness centres case the results are purely measured in terms of Leads and closures.
Hence any fitness centre can follow few of this localised marketing activities which wont burn a hole in their pocket.
1. Barter deals
A fitness centre has one of the most important things to offer to any vendor. Monthly trials or even annual memberships for a barter deal on media. Coz adding one person free of cost wont add much burden to any fitness center, but getting media for free will definitely boost the sales.
2. Effective us of Outdoor advertising
Going for Outdoor advertising with a logic really helps. When the fitness centre owner of the manager is hooked only on saving money and reducing cost on outdoor advertising, they end up doing very tried and tested non effective media tactics like Newspaper inserts. than too in 2019. The amount of spillovers these tactics generate are huge. Choosing less media if budget is low, but tactfully right location for the visibility is the crucial point here. Targeting residential areas at entry or exit point, nearby corporate hubs etc.
3. Digitally sound advice.
In digital era, the most effective lead generation method has been Social media marketing. What it means is advertising tactfully on facebook and Instagram. Its also generates a huge database of eager and enthu clients who even if do not join, are potential customer base for future communication through sms or whatsapp broadcast.
4. Right slogan.
Not all members of a gym join to become Arnold or John Abrahim body. But still most of the communication and creatives of fitness centres will have a over bulked up guy hitting hard on dumbells. Such a cliche. Understanding the client base and working on a more appealing creatives is always advisable to get better results.
A fitness centres biggest asset are its members who can increase organic number by 30% easily. Hence a fitness centre can keep having contests and posting photos and videos of members on its social media pages to engage more people and thus get more members. Real results can be published to generate good organic growth. And the best part is, this is almost free.
We have effectively planned and executed campaign of many fitness centres to give increase is numbers of members.