Gym owners might offer awesome service, but often it’s poor marketing or failure to market at all that makes standing out in this very big crowd impossible. Without effective marketing, it’s just a matter of time before many gyms will be out of business. But what is effective marketing?
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”– Peter Drucker
Marketing is the process of teaching your consumers why they should choose your product or service over your competitors. The marketing process starts with gaining an understanding of the “type” of person who is likely to buy your goods. Once this is understood, it’s a case of using social mediums like Facebook or Instagram, in a strategic fashion, to speak to potential clients.
To hone your strategy, it’s important your marketing has these three characteristics:
It’s Comprehensive – People understand who you are and what you stand for immediately upon seeing your website, social media, or t-shirt in the community.
It’s Branded – The attributes that make your gym and services unique, i.e. your brand, are clear and communicated.
It’s Deployable – Marketing ideas might be wildly creative, but if they’re not deployable with regularity, they’re useless. It’s only through executing marketing ideas that you can measure your strategy’s success or failure, and then refine it accordingly.
In our work with over 40 gyms around the world, we’ve discovered that strong marketing is one of the most crucial elements in building a thriving gym. However, it’s not the only element that many gyms fail to get right.