Offering something unique to your customers and prospects is key to ensuring the growth of your business. The key to finding your business' USP is to think about what your community or area really needs.
It’s probably fair to say that the health and leisure industry can often be seen as something of an enigma to most people. The average Joe who overhears someone declaring that they ‘love going to the gym’ is likely to start reeling off a list of misinformed responses that may include: ‘Yeah, but all you do is workout, where’s the fun in that?’, ‘I bet all you drink is protein shakes’ and ‘It’s a vanity thing’. The world of fitness is often a misunderstood one then; apparently closed off to those who don’t understand their Pendlay Row from their Power Clean. For those unfamiliar with the world of wellbeing, it can be an intimidating and daunting place, one that, for the uninitiated, remains constantly of off their radar. But maybe they’re just not having their eyes opened to the industry as a whole; what it actually stands for: It’s a lifestyle, it’s a statement, it’s an adventure, it’s embracing being active, it’s about looking after yourself and your loved ones, it’s about fun and, ultimately, it’s about self-improvement.
The Leisure Database Company has recently published its State of the UK Fitness Industry Report (2016) and it contains some very (nutritious) food for thought. The industry now contains ‘more clubs, more members and has a higher market value than ever before, with over 200 new gym facilities opening their doors in the low cost (SME) market this year alone’. This area now makes up ‘12% of clubs, 13% of the market value and 32% of overall members’. In 2015, it was estimated that 13% of the British public had a gym membership, add that to new figures recently released and you get the potential for gains. Bare gains.
So how can your leisure facility tap into these gains? Well, it’s all about market penetration, and it’s a surprisingly simple theory: it’s about measuring your sales or adoption of a product or service compared to the total theoretical market for that product or service. In other words, it’s about enticing and persuading people to use your service, rather than those of your competitors. However, more specifically - and this is where the real goldmine of potential is within your industry - it’s about stirring the interests of those who are thinking about joining a leisure facility and then persuading them to choose yours. And the scope for this venture is massive.
Opinion is divided on the effects of the media-saturated world we live in today, but we can all agree that we’re constantly bombarded with images of perfect bodies and the associated lifestyles that go with them. The increase in the number of people joining gyms only confirms that we are becoming more and more susceptible to this and are signing up to various leisure facilities in order to address it. However - as we’ve already mentioned earlier - the gym, and its associated world, is often perceived as one that you are simply ‘in’ or ‘out’ of with no in-betweens.
Here’s where we at BriefYourMarket.com can help. You understand your industry, we understand marketing, and we’ve got some very innovative features within our system that can help address some of the issues that we’ve discussed.
Let’s look at an example strategy of how you could tap into gaining new business using the BriefYourMarket.com system. Let’s imagine that you’re a fairly established independent leisure facility within your area and you’ve noticed a steady decline in your membership rates. You’ve also recently invested in some new fitness equipment, upgraded your pool area and overhauled your pricing and opening times in order to compete with your competitors. So, you’ve covered the major factors, yet you’re still seeing declining rates.
It’s time to start thinking outside the box. In order to attract new business, you’ve got to start offering new initiatives and incentives to your members and potential members, and you need a marketing solution that knows how and when to deliver them.
BriefYourMarket.com’s marketing software is unique because it’s specifically designed to enable your business to cultivate, nurture and maintain new and existing customer relationships in an easy-to-use and efficient way. It’s time to consider the way that you’re conducting your business. Yes, it’s more than likely you’ve got your diehard members who simply ‘get in’ and ‘get out’ and need nothing else from you, but it’s your prospective and lapsing members that need a certain level of coaxing. They need to be offered things that are of value to them, they need you to make the world of leisure applicable to them and their needs, they require re-educating about all aspects of the industry; the different ways they and their family members can get active; the benefits of healthy eating; that fitness is for everyone regardless of ability etc., and your business is the one that is going to lead them on that journey and be there every step of the way. After all, make an individual feel significant and looked after and you’ll have a happy customer for a very long time.
Let’s say you’re using the BriefYourMarket.com system. You’re creating and sending out your newsletter, you’ve identified some content you want to create a campaign around. Let’s say: ‘Child Obesity’, and you’re planning on starting a new fitness class aimed specifically at families. You begin implementing that campaign to start reaching out to existing clients in your database. You’re also sending out a direct mail campaign to a selected area specifically selected from our database of 20 million households. You’re setting up triggered ‘thank you’ and ‘class information’ messages that automatically send to new members. You then start thinking about creating personalised videos for each of the families, offering them healthy eating tips and tailored motivational content. At the same time, you’re also sending out multiple SMS reminders about any changes in your facilities. You’re always connecting - not when you need your customers, but when your customers need you.
Your customer service improves, your brand awareness is raised and your reputation is cemented. You’re rapidly gaining more members and your personalised service is retaining them.
You’re happy, your customers are happy and BriefYourMarket.com is happy to help.
To find out how BriefYourMarket.com can help increase your business contact one of our expert team on 0344 800 84 24 TODAY.