The Pro-Fitness Alliance Forum
MISSISSAUGA, Ont. – On September 18, 17 individuals from nine independent Ontario fitness clubs met at the Pro Fitness Alliance quarterly Mastermind meeting to discuss marketing strategies for the upcoming year. Kelvin Galbraith, owner of the Fitness Firm in Burlington Ontario, and Barney Kuntze, owner of Pinacle Fitness in Milverton Ontario, were the two presenters.
Galbraith was adamant about the importance of multiplying mediums for each promotion and backing up direct mail with a road sign, an e-blast and a newspaper ad. He stressed the importance of an overall marketing system that combines an internal capture system, external marketing and internal marketing in combination with networking and socializing and gave numerous examples for these approaches.
For example, The Fitness Firm has participated in trade shows and made them interactive with body composition assessments, bike tests, ballot boxes and a spin-the-wheel to win discounts and passes to the facility. It has also had great success with cross promotions with restaurants and related businesses. In terms of internal marketing, it captures as many emails as possible to back up new programs with e-blasts to members, non-members, prospects and business associates.
Kuntze shared amazing stats showing that 61% of people use social media to research products, and 31% of people believe that social media is more credible than advertising. One of the most impressive marketing strategies he is using is the Sent Out Cards program that distributes customized cards for birthdays, anniversaries, referrals and promotions. It is totally automated and can be designed by anyone who owns a computer.
Pinacle’s most successful advertising campaign involves a 30-day test drive promotion. The club converts over 60% of participants to an annual membership by allowing them to use the club free for 30 days and getting them involved in classes and services. The program produced over 150 new sign-ups in one month at one of his locations.
The Alliance welcomes club owners and managers to attend a meeting with topics ranging from club operations, financing, human resources and marketing. For more information, visit www.profitnessalliance.com or call 416-252-5700.
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