Breaking Down the Numbers for your Fitness Direct Mail Campaign
Since the 2020 Pandemic things have certainly shifted in the
US. The United States is officially in a recession and people are making
cutbacks. So how does the fitness industry keep from being cut out peoples
budgets? Well now more than ever people are more conscious on being physically
and mentally fit. Your gym can capitalize on that need, but only if you market
yourself the right way.
There is also another challenge gyms owners have to fight
through: an oversaturated fitness market. With so many options outside of a
brick and mortar gyms like streaming classes and online coaches, it can feel
like a battle trying to stand out. So how do you get people into your gym? Lets
take a look at some different ways to get the attention of your future gym
members!
Understanding Promotion & Sales
While marketing is a necessary part of acquiring your new
members, it is not going to close the deal. The purpose of marketing is to
generate leads. You have to keep in mind that when marketing, your goal is to
get them into your business, or on the phone calling in. It is then up to your
sales processes to cultivate those leads, turn them into appointments,
presentations, and, then, members. While a big part of signing a new member is
up to your sales team you have to create a campaign and sales pitch that is
enticing and cohesive.
Promotion and marketing provide brand awareness, it connects
you to potential new members and it gets you visible in the market. If done
right, it will get people to ask you why they should come to your gym rather
than some other place. It’s then up to you and your staff to win them over. If
you don’t have the ability to do that, then the best marketing in the world
will be a waste of time and money.
Reverse the Numbers:
Reverse engineering means that you start at the goal and
work backward. So, let’s say that you want to get 25 new gym members. You can
work backward from that figure to identify just what you need to do to achieve
it.
The fitness industry closing rate average is 50 percent. So,
that means that, to get 25 new members, you will need to do 50 sales
presentations. Yet not every presentation you book will end up in the person
showing up for a presentation. Again, the industry average is 50 percent.
So, to get 50 presentations, you and your team will have to
book 100 appointments.
The lead conversion to appointment rate will vary, but,
again the industry average is around 50 percent. That means to get 100
appointments, you will need 200 leads.
We now know that you will need to generate 200 leads to
achieve your target of 25 new members.
The fitness industry average cost per member is $100. So,
you should expect to have to invest $2500 into your marketing budget to realize
25 new members.
Direct Mail
It may
seem like an outdated idea to even think about using Direct
Mail Cards as a marketing strategy, especially when we are in the
digital heavy society. But over the past 2 decades direct mail has itself and
continued to provide results. Direct mail is a great marketing tool when it is
layered with other things and can work really well when paired with a digital
marketing strategy.
In order for a Direct
Mail Campaign to work, you need to run it for a
minimum of 90 days. Over that period, you should send out three different
messages:
1. The first message should be an introductory, or warm-up
message. It should still, though, have a call to action on it.
2. The second message will contain a slightly more aggressive
call to action.
3. The third message will be built around FOMO – it will have a
scarcity, don’t miss out angle to it.
Campaign Numbers:
·
A good marketing campaign will
involve sending out between five thousand and ten thousand mailers
every month.
·
Send out the mailers within a three to five-mile radius around your gym.
·
You want to include a webpage, QR
code or dedicated phone line to help you source your leads. This will help you
to analyze the results of the campaign to determine you ROI.
·
Expect to spend between $500-$7000 for a
90-day direct mail campaign.
·
The average return in terms of new
members on a 90-day campaign is about thirty new members.
·
Final numbers: if your direct mail
campaign netted 50 new members. If they are each paying $100 per month, that’s
a $60,000 return on your $5-7000 direct mail investment.
Realize that your direct mail campaign will generally not
yield great results on its own. Not that many people will walk into the gym
with a mailer in their hand saying ‘Sign me up’. Rather, direct mail is just
one layer of a number of different avenues of getting your business into the
consciousness of the potential new customer.
If you’d like to find out more
information about how to use seasonal fluctuations to the advantage of your
business, or if you have any other questions you’d like to see answered, please
don’t delay – contact us today.
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