So, where do you start with lead generation?
Firstly, it’s important to build a database list of people who are local to your club and have an interest in health and fitness.
That interest might not yet be of an intensity and motivation that moves them to buy immediately (we call them “Skimmers”) but are certainly warm enough to be interested in what you have to say.
In the list though will be people who are ready to buy. These we term “divers” as they are ready react to your offers.
What’s needed now is to “seduce” your interested prospect into giving up email and other personal details by exchanging something that they feel is valuable to them; identifies them to you and by gaining key contact information allows you, the club to develop the relationship further until such times that the browsing prospect (the “skimmer”) becomes a “diver” and receptive to your joining deals.
Yes it’s harder work than just hoping that your aggressive heavily discounted offers make a return but it’s well worth it providing you have constructed a 7 – 14 step follow up system using email, text, telephone and maybe even direct mail!
Once you have got the contact details, then it’s time to test the list to see who the potential buyers are and who are no wins on the list.
Again we don’t recommend solely pitching your membership offer as that may well be ruling out a large proportion of your list who is just not ready. More successful, is to promote an interim product which is going to reduce dramatically the barriers to entry and uncover the buyers in your list.
We call these “trip wire” offers.
They can take the form of offers such as Exercise Class bundles,7 day trials, 21 day memberships, Weekend memberships, and the challenge for the club is to upsell these buyers to your main membership offers.
To summarise then the list is the key. You need to build a sizable list of “skimmers” that you can promote to and profitably market your memberships.
So the challenge is to invent something that is FREE and available as downloadable information that attracts the type of people who will in the future be more likely to join you and who right now will give up their contact details to get that resource.
It’s called in marketing terms the “lead magnet” because its sole purpose is to attract prospects and obtain sufficient information to further the relationship.
Here are our favourite “Freemium” or “lead magnet” ideas:
Enter and WIN £200 of Fitness Vouchers and a host of Runner up Prizes
As with everything that we profess on these pages, measurement is everything. Downloads, click through rates, presentations and most of all sign-ups are the key to telling you which and by how much are your FREEMIUMS are working profitably for you.
PS Don’t rule out the option of a double hybrid where you make the Skimmer offer immediately after the opt in for the FREEMIUM! Try it and see for yourself.
Did you know that everyone is talking about the Digital Leadbox System? Guaranteed to bring your fitness club 500 new leads or your money back. Simply place the leadboxes in hot traffic areas and stand back and watch the leads come flooding in.
Customers tap or hold their phones over the code on the box, which links them to a webpage where they enter their information.
To find out more about what they are and how they work, please click on the link below.
Want to learn more about New Member Onboarding?
Then click on the link below to find out about our S.M.A.R.T New Member Onboarding programme, guaranteed to make your new members feel the love!
We’re so sure that this programme will make your club more popular and more profitable or you simply don’t pay!
Click on the link below now: