January is a peak time for sudden increases in memberships. However, some people's best intentions often fall by the wayside. We look at how you can use the BriefYourMarket.com system to stop your January members from throwing in the towel too soon.
Love it or loath it, Christmas is most certainly on its way. A period synonymous with overindulgence, excessiveness and frivolity, followed, of course, by the inevitable New Year’s resolutions. It’s a key period within the leisure industry, one that sees a dramatic upsurge in membership rates, as resolutions - specifically to do with health and lifestyle changes - top the bill for the majority of people. Some statistics suggest that up to 12% of all new gym memberships begin in January, with most of these new members quitting or no longer attending within just 24 weeks. Research, cited by The Independent (online), reinforces the findings, stating that ‘fewer than 10% manage to keep their resolutions for more than a few months; the most common of which are: losing weight, doing more exercise, quitting smoking and saving money’.
Interestingly, several psychology experts suggest that the reason that some people are often unable to fulfil their resolutions may have something to do with a psychological phenomenon called ‘False Hope Syndrome’. The article titled: The False-Hope Syndrome: Unfulfilled Expectations of Self-Change, by Janet Polivy and C. Peter Herman, evaluates the relationship between why people embark on physical and mental self-improvement practises only to fall back into their old ways far too soon, demonstrating that, indeed, the old adage of ‘old habits die hard’ certainly does seem to ring true. The research indicates that the underlying factors behind failure, especially in relation to New Year’s resolutions, are that people tend to set their expectations too high, they expect results too early, and they often assume that results would be easier to attain.
As anyone who is serious about fitness will attest, results do not happen overnight. So how do you keep your ’January-joiners’ from throwing in the towel too soon? Well, we’ve got an understanding as to why people tend to stop exercising: they don’t like it; it’s too expensive; they’d rather do something else; they don’t have anyone to exercise with, are just some of the reasons given. Ultimately, one might say that it all fundamentally comes down to one missing factor: encouragement. And this is where your facility, combined with BriefYourMarket.com’s marketing software, step in to save the day.
Let’s look at an example campaign strategy and the ways that the BriefYourMarket.com system can facilitate it happening.
- Generate new memberships
- Encourage all new starters to continue their use of the facility and nurture their membership
- Promote the business
- Raise brand awareness
- Monitor the progression of each individual with unique targets and dietary programmes through automated communications.
- Implement a schedule of continuously keeping in contact with members that seeks to promote the business, services and membership benefits.
With BriefYourMarket.com’s marketing software, you can ensure that your new customers always stay connected to your business. Through using a combination of automated messages, innovative campaign ideas, and promotional marketing tools, brought to life through the digital and print mediums available to you through the system, you’ll be connected to them every step of their journey. They’ll have your facility at the forefront of their minds, they’ll feel personally connected to your business, they’ll be motivated by your continual encouragement, you’ll have more time to deliver great customer service and improve your revenue and community’s wellbeing all at the same time.
Campaigning just got a whole lot easier…
Contact BriefYourMarket.com today on 0344 800 84 24 or simply click the button below to discover how we can help bring all your campaign ideas to life.