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Modern Marketing for the
Busy Gym Owner
WHAT IS MARKETING, ANYWAY?
Your idea of marketing might be a little
outdated if you think marketing ends
when the selling begins.
Sure, marketing is essentially promoting
your business, but today that means
marketing is everything: presale, during
the ...
Marketing is everything because . . .
People don’t differentiate between marketing,
sales, training experience, facility u...
People only remember the
overall experience which is made up
of every single tiny interaction your
members have with your ...
And because your best lead source for
new members is referral business, your
#1 marketing priority should be to create
an ...
Unfortunately, having great coaches and
topnotch programming isn’t enough
anymore.
The secret is out. Functional fitness is all
the rage and seasoned business people
are investing in their own boxes.
*cue ...
They may not have your passion and
level of training expertise, but chances
are they have a better idea of how to
reach th...
Which is a little scary when you think
about it. We don’t want these suits
screwing with our sacred grassroots
culture.
So, the goal here is to:
So, the goal here is to:
1) Market your box effectively and efficiently
so you are profitable no matter how saturated
your...
So, the goal here is to:
1) Market your box effectively and efficiently
so you are profitable no matter how
saturated your...
THE MEMBER’S JOURNEY
Understand the Member’s Journey which is:
• It’s the research process a potential new member goes thr...
THE MEMBER’S JOURNEY
Why is this important?
Understanding the Member’s journey will make understanding HOW
you need to mar...
THE MEMBER’S JOURNEY
Persona realizes
problem (too much fat,
too little muscle, feeling
old) & hears about this
functional...
THE MEMBER’S JOURNEY
Let’s take you through an example of how you can really nail
your marketing with the Member’s Journey...
THE MEMBER’S JOURNEY“Well look at that. I’m
getting a little round.
Maybe it’s time I try this
functional fitness thing I
...
THE MEMBER’S JOURNEY
Googles “CF in
Sacramento” and sees a
dozen listings on the
first page.
This website looks cool.
This...
THE MEMBER’S JOURNEY
Googles “CF in
Sacramento” and sees a
dozen listings on the
first page.
This website looks cool.
This...
THE MEMBER’S JOURNEY
Googles “CF in
Sacramento” and sees a
dozen listings on the
first page.
This website looks cool.
This...
THE MEMBER’S JOURNEY
Googles “CF in
Sacramento” and sees a
dozen listings on the
first page.
This website looks cool.
This...
THE MEMBER’S JOURNEY
Googles “CF in
Sacramento” and sees a
dozen listings on the
first page.
This website looks cool.
This...
THE MEMBER’S JOURNEY
So what happens to Jerry now?
He read some great info about fat loss and
learned how functional fitne...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try
Affiliate XYZ soon. But for
now, I’ll just watch s...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try CF at
XYZ soon. But for now, I’ll
just watch some ...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try CF at
XYZ soon. But for now, I’ll
just watch some ...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try CF at
XYZ soon. But for now, I’ll
just watch some ...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try CF at
XYZ soon. But for now, I’ll
just watch some ...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try CF at
XYZ soon. But for now, I’ll
just watch some ...
THE MEMBER’S JOURNEY
“This eBook was pretty eye
opening. Maybe I’ll try CF at
XYZ soon. But for now, I’ll
just watch some ...
THE MEMBER’S JOURNEY
OK, enough of the plug. Back to Jerry.
What’s next?
THE MEMBER’S JOURNEY
“Those emails were super
helpful and kinda hilarious.
Affiliate XYZ gets me.
I’ll try the free class ...
THE MEMBER’S JOURNEY
“Those emails were super
helpful and kinda hilarious.
Affiliate XYZ gets me.
I’ll try the free class ...
THE MEMBER’S JOURNEY
“Those emails were super
helpful and kinda hilarious.
Affiliate XYZ gets me.
I’ll try the free class ...
THE MEMBER’S JOURNEY
“Those emails were super
helpful and kinda hilarious.
Affiliate XYZ gets me.
I’ll try the free class ...
THE MEMBER’S JOURNEY
“Those emails were super
helpful and kinda hilarious.
Affiliate XYZ gets me.
I’ll try the free class ...
THE MEMBER’S JOURNEY
Now, let’s take a break. How are you
feeling about the New Member’s Journey
so far?
Feeling like ther...
THE MEMBER’S JOURNEY
When you get into the mindset of
marketing with the Member’s Journey in
mind, it tends to really get ...
THE MEMBER’S JOURNEY
It’s like playing Undercover Boss and with
your own box to see where the holes are
from a member’s pe...
THE NEW MEMBER’S JOURNEY
Now back to the plug.
The Barbell Logic system is made up of
dozens of campaigns and hundreds of
...
THE NEW MEMBER’S JOURNEY
Here’s a simplified version of what Jerry’s journey
might look like if you were a client of Barbe...
THE NEW MEMBER’S JOURNEY
Emails from previous slide
THE NEW MEMBER’S JOURNEY
We hope you found this quick guide to the
modern marketing methodology helpful.
If you’d like to ...
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Modern Marketing for Busy Gym Owners

Marketing you gym the "modern" way is everything! People don't differentiate between marketing, sales, training experience, facility upkeep, culture and all of the different ways you the owner break up your biz. Athletes only remember the overall experience which is made up of every single tiny interaction your members have with your gym.

Don’t forget to watch our on-demand webinar of Barbell Logic - a completely done for you automated sales and marketing system which we’ve designed around the member’s journey methodology you’ll learn about in this SlideShare.

http://go.barbelllogic.com/barbell-logic-webinar

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Modern Marketing for Busy Gym Owners

  1. 1. Modern Marketing for the Busy Gym Owner
  2. 2. WHAT IS MARKETING, ANYWAY?
  3. 3. Your idea of marketing might be a little outdated if you think marketing ends when the selling begins.
  4. 4. Sure, marketing is essentially promoting your business, but today that means marketing is everything: presale, during the sale and after they sign up too.
  5. 5. Marketing is everything because . . . People don’t differentiate between marketing, sales, training experience, facility upkeep, culture and all the different ways you (the owner) break up your business.
  6. 6. People only remember the overall experience which is made up of every single tiny interaction your members have with your gym.
  7. 7. And because your best lead source for new members is referral business, your #1 marketing priority should be to create an AWESOME overall experience for your members to promote.
  8. 8. Unfortunately, having great coaches and topnotch programming isn’t enough anymore.
  9. 9. The secret is out. Functional fitness is all the rage and seasoned business people are investing in their own boxes. *cue dramatic music
  10. 10. They may not have your passion and level of training expertise, but chances are they have a better idea of how to reach the masses. . .
  11. 11. Which is a little scary when you think about it. We don’t want these suits screwing with our sacred grassroots culture.
  12. 12. So, the goal here is to:
  13. 13. So, the goal here is to: 1) Market your box effectively and efficiently so you are profitable no matter how saturated your geographical area becomes
  14. 14. So, the goal here is to: 1) Market your box effectively and efficiently so you are profitable no matter how saturated your geographical area becomes AND 2) Never cross the line of selling out like the big box gyms and always stay true to our culture Where do you start?
  15. 15. THE MEMBER’S JOURNEY Understand the Member’s Journey which is: • It’s the research process a potential new member goes through before deciding to become an athlete at your gym. • It’s the experience they have with your gym as a new member • It’s the experience they have with your gym as a long time member • It’s the issues and challenges that pop up along the way
  16. 16. THE MEMBER’S JOURNEY Why is this important? Understanding the Member’s journey will make understanding HOW you need to market your gym very easy. It’s a reminder that your members needs should be the focus of everything you do promote your gym. If that’s the focus of all of your marketing, you’ll be in great shape.
  17. 17. THE MEMBER’S JOURNEY Persona realizes problem (too much fat, too little muscle, feeling old) & hears about this functional fitness thing Googles “CF in [your city]” and visits your website Signs up for a free trial Signs on as a new member Goes through on- ramp/fundamentals course Becomes an athlete! Plateaus/hits sophomore slump Gets personal training Becomes a raving crazy lunatic promoter of your gym. The cycle starts over again as this person refers a friend. Start here
  18. 18. THE MEMBER’S JOURNEY Let’s take you through an example of how you can really nail your marketing with the Member’s Journey in mind. Meet Jerry. He’s soft, and this is his story.
  19. 19. THE MEMBER’S JOURNEY“Well look at that. I’m getting a little round. Maybe it’s time I try this functional fitness thing I heard that guy in the office talking about. Googles “CF in Sacramento” and sees a dozen listings on the first page. This website looks cool. This website is kinda ugly. This website is alright – lots of sweaty people lying on the ground. . . Try a free class? No, not yet. Leaves these websites and watches some TV.
  20. 20. THE MEMBER’S JOURNEY Googles “CF in Sacramento” and sees a dozen listings on the first page. This website looks cool. This website is kinda ugly. This website is alright – lots of sweaty people lying on the ground. . . Try a free class? No, not yet. Leaves these websites and watches some TV. Do you see what happened here? Jerry was kinda, sorta interested in looking into functional fitness but he wasn’t ready to jump right into it. There wasn’t anything on these websites that particularly caught his attention so he got bored and hungry and turned on Scrubs. Will he be back to these sites again when he’s ready? Who knows. “Well look at that. I’m getting a little round. Maybe it’s time I try this functional fitness thing I heard that guy in the office talking about.
  21. 21. THE MEMBER’S JOURNEY Googles “CF in Sacramento” and sees a dozen listings on the first page. This website looks cool. This website is kinda ugly. This website is alright – lots of sweaty people lying on the ground. . . Try a free class? No, not yet. Leaves these websites and watches some TV. This is what we know. Jerry is getting soft so he’s interested in WODing for fat loss. He doesn’t care that the workouts are hard or that the community is awesome. He just wants to slim down. So, how do we speak to guys like Jerry? Put helpful content on your website that’s specific to common reasons why people join your gym. “Well look at that. I’m getting a little round. Maybe it’s time I try this functional fitness thing I heard that guy in the office talking about.
  22. 22. THE MEMBER’S JOURNEY Googles “CF in Sacramento” and sees a dozen listings on the first page. This website looks cool. This website is kinda ugly. This website is alright – lots of sweaty people lying on the ground. . . Try a free class? No, not yet. Leaves these websites and watches some TV. For example, if you become a Barbell Logic client, we’ll design your badass website to capture the attention (and email address) of people who are looking to lose fat, build muscle, find a new hobby and ease pain/improve mobility with these: “Well look at that. I’m getting a little round. Maybe it’s time I try this functional fitness thing I heard that guy in the office talking about.
  23. 23. THE MEMBER’S JOURNEY Googles “CF in Sacramento” and sees a dozen listings on the first page. This website looks cool. This website is kinda ugly. This website is alright – lots of sweaty people lying on the ground. . . Try a free class? No, not yet. Leaves these websites and watches some TV. These are professionally written eBooks that live on your website which cover the most common reasons someone would want to join your box. We update them every year so they’re always fresh. Inside, are calls to action to try our your affiliate for a free session. “Well look at that. I’m getting a little round. Maybe it’s time I try this functional fitness thing I heard that guy in the office talking about.
  24. 24. THE MEMBER’S JOURNEY Googles “CF in Sacramento” and sees a dozen listings on the first page. This website looks cool. This website is kinda ugly. This website is alright – lots of sweaty people lying on the ground. . . Try a free class? No, not yet. Leaves these websites and watches some TV. Sneaky, huh? Not really. This is GOOD marketing. You’re educating your buyer so he can make this decision in a natural way – he’ll never know he was being marketed to. We even design them to look like they were written by and for your own gym. You guys are the experts! “Well look at that. I’m getting a little round. Maybe it’s time I try this functional fitness thing I heard that guy in the office talking about.
  25. 25. THE MEMBER’S JOURNEY So what happens to Jerry now? He read some great info about fat loss and learned how functional fitness is the answer on your website. Does that mean he’s ready to come in for a free session?
  26. 26. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try Affiliate XYZ soon. But for now, I’ll just watch some TV.”
  27. 27. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try CF at XYZ soon. But for now, I’ll just watch some TV.” Do you see what happened here? Jerry was really getting into it! But old habits die hard. He got hungry and … damn you Scrubs. Will he be back to visit your website again even though you spent all that time to provide him with content that mattered to him? Who knows? That ingrate.
  28. 28. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try CF at XYZ soon. But for now, I’ll just watch some TV.” The problem here is the lack of follow up. Sure, you can add him to your email list and send him the monthly newsletter. But honestly, who cares about your newsletter? Not Jerry (yet). At this point, savvy marketers do something called “drip marketing” or “lead nurturing” to “segmented lists” Aaaand that’s the last of the marketing jargon, I promise.
  29. 29. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try CF at XYZ soon. But for now, I’ll just watch some TV.” The idea here is that you nurture Jerry with little bite sized pieces of educational/funny/helpful emails that are easy to consume and are always speaking to his interests with the goal of getting him to that next step: to come in for a free training session. If you send Jerry 1 damn email about gainz and getting huge, you’ve lost him and your emails will wind up in the Gmail boneyard of ignored emails.
  30. 30. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try CF at XYZ soon. But for now, I’ll just watch some TV.” So how can you nurture Jerry without bugging him with emails he’ll ignore or get annoyed with? If you become a client of Barbell Logic, we’d set up the eBooks on your website so that a lead would have to fill out a form to get it. That form asks a few key things: Name Email Gender Experience level
  31. 31. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try CF at XYZ soon. But for now, I’ll just watch some TV.” Asking a lead’s gender and experience level are the key bits of data we need to give this lead an awesome email communication experience. Why? When an experienced athlete walks into your gym, you wouldn’t explain to them what WOD means. If a 45-year-old woman comes into your gym inquiring about your classes, you wouldn’t start by mentioning how the actors in 300 used functional fitness to get ripped. That’s an awesome story for a 16-year- old boy though!
  32. 32. THE MEMBER’S JOURNEY “This eBook was pretty eye opening. Maybe I’ll try CF at XYZ soon. But for now, I’ll just watch some TV.” Your online communication should be as personal as your face- to-face communication. This is something the biggest, best, era defining brands in the world do and you can do it too. “But, I don’t have that kind of budget?!” You’re right, you couldn’t afford it if you tried to do this on your own, which is why we created Barbell Logic. We’ve done all of this for you and spread out the development cost to many other gyms so you’re all sharing in the cost and reaping the rewards of automated growth.
  33. 33. THE MEMBER’S JOURNEY OK, enough of the plug. Back to Jerry. What’s next?
  34. 34. THE MEMBER’S JOURNEY “Those emails were super helpful and kinda hilarious. Affiliate XYZ gets me. I’ll try the free class and just give it a shot. Jerry calls Affiliate XYZ and no one picks up the phone and leaves a message. But, Jerry wants to get the ball rolling so he calls another gym on his Google search results page. They pick up and also offer a free session. I really want to try Affilaite XYZ, but I’ll also check this one out since they scheduled me to come in today and compare my options.
  35. 35. THE MEMBER’S JOURNEY “Those emails were super helpful and kinda hilarious. Affiliate XYZ gets me. I’ll try the free class and just give it a shot. Jerry calls Affiliate XYZ and no one picks up the phone and leaves a message. But, Jerry wants to get the ball rolling so he calls another gym on his Google search results page. They pick up and also offer a free session. I really want to try Affilaite XYZ, but I’ll also check this one out since they scheduled me to come in today and compare my options. After everything you’ve done for Jerry, despite ALL of that awesome marketing, he just went and cheated. Just like that! The problem here is response rate. Traditional sales wisdom isn’t just reserved for guys in suits. The first to get back to a customer will win the sale the VAST majority of the time. When a lead calls you to schedule a time to come in for a free session, just assume that he’s just going down a list of gyms and will end up joining the first one he visits. Your competitors probably aren’t great at marketing, but chances are they’ll creating a great first training experience.
  36. 36. THE MEMBER’S JOURNEY “Those emails were super helpful and kinda hilarious. Affiliate XYZ gets me. I’ll try the free class and just give it a shot. Jerry calls Affiliate XYZ and no one picks up the phone and leaves a message. But, Jerry wants to get the ball rolling so he calls another gym on his Google search results page. They pick up and also offer a free session. I really want to try Affilaite XYZ, but I’ll also check this one out since they scheduled me to come in today and compare my options. What’s the solution? Build auto responders into your free training session forms. Sound simple? Good! Great marketing doesn’t have to be that complicated. Tell your lead that you’re currently making the world (or at least the surrounding area) a fitter place and will get back to them ASAP. But don’t stop there! Give them something to do while you have their attention. Check out our coaches’ bios. They’re the best in the area. Check out our success stories page to see how our members have transformed. Like us on Facebook to see all of the awesome stuff we do. Do as much as you can to keep their mind on you so they don’t wander off to a competitor.
  37. 37. THE MEMBER’S JOURNEY “Those emails were super helpful and kinda hilarious. Affiliate XYZ gets me. I’ll try the free class and just give it a shot. Jerry calls Affiliate XYZ and no one picks up the phone and leaves a message. But, Jerry wants to get the ball rolling so he calls another gym on his Google search results page. They pick up and also offer a free session. I really want to try Affilaite XYZ, but I’ll also check this one out since they scheduled me to come in today and compare my options. The next step is to ACTUALLY CALL THEM BACK, PEOPLE! Don’t you hate it when you reach out to a business and they take forever to get back to you, or don’t at all? It’s easy to forget that on the other side of that business line is just a person and people can make mistakes– but, hey, it’s still annoying. The last thing you want to do is annoy a potential new member. Remember, all of the little things add up to the overall experience – and usually the bad things stand out more (at least in the beginning)
  38. 38. THE MEMBER’S JOURNEY “Those emails were super helpful and kinda hilarious. Affiliate XYZ gets me. I’ll try the free class and just give it a shot. Jerry calls Affiliate XYZ and no one picks up the phone and leaves a message. But, Jerry wants to get the ball rolling so he calls another gym on his Google search results page. They pick up and also offer a free session. I really want to try Affilaite XYZ, but I’ll also check this one out since they scheduled me to come in today and compare my options. There are things you can do to organize tasks like this that can really pile up especially if your marketing is on point. One of these things is to become a Barbell Logic client. Not only does Barbell Logic automate all of your sales and marketing, it also queues up tasks like this on a simple dashboard. All you do is login in the morning (better yet get a free intern) and work your way down the tasks Barbell Logic has set up for you.
  39. 39. THE MEMBER’S JOURNEY Now, let’s take a break. How are you feeling about the New Member’s Journey so far? Feeling like there’s a bit of room for improvement?
  40. 40. THE MEMBER’S JOURNEY When you get into the mindset of marketing with the Member’s Journey in mind, it tends to really get your gears going.
  41. 41. THE MEMBER’S JOURNEY It’s like playing Undercover Boss and with your own box to see where the holes are from a member’s perspective – to shed light on how you can fill them with really GREAT marketing.
  42. 42. THE NEW MEMBER’S JOURNEY Now back to the plug. The Barbell Logic system is made up of dozens of campaigns and hundreds of emails that are scheduled to go out during different phases of your members’ journey. So, really this slide deck could go on for days.
  43. 43. THE NEW MEMBER’S JOURNEY Here’s a simplified version of what Jerry’s journey might look like if you were a client of Barbell Logic: See next page for email examples
  44. 44. THE NEW MEMBER’S JOURNEY Emails from previous slide
  45. 45. THE NEW MEMBER’S JOURNEY We hope you found this quick guide to the modern marketing methodology helpful. If you’d like to learn more about Barbell Logic and to see if it would be a good fit for your gym apply for a free discovery session here. www.barbelllogic.com

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