Posted by stevehochman on Tue. Sep. 9th, 2014
Your fitness boot camp marketing efforts should always be targeted toward one market group or toward promoting one aspect of your business. The shotgun approach to marketing (selling everything to everyone and everywhere) is extremely inefficient and costs more money while getting fewer results.
There are different factors that determine how and when you should change the focus of your boot camp marketing campaigns, and the changing seasons are one of the biggest. A lot of fitness businesses see a drop-off in incoming prospects and even in retention once the kids are back in school, but that doesn’t mean that fall should be considered a slow time for business. It’s just time to target your fitness boot camp marketing to a couple of specific groups and to shine a light on how your boot camp meets their needs.
Parents are a great group to target once the kids are back in school. There are a few reasons for this:
#1 – While the school years is really busy for parents, many stay at home and work at home parents have more flexible schedules during school hours.
#2 – Lots of parents overeat and let their exercise routines fall by the wayside during summer. Fall is a great time to show them how you can help them make up for it.
#3 – The holidays are approaching and that puts pressure on a lot of people to lose weight before the holiday eating season begins or to look good at parties and family gatherings. If they start now, they can make a lot of progress and often reach their goals by the time Thanksgiving arrives.
So what are some things you need to focus on when you’re marketing and selling your boot camp to parents?
Posted by stevehochman on Thu. Sep. 4th, 2014
I’ll bet at least a few of you are thinking, “Hey, none of my workouts could ever be called ‘relaxing’.” But that’s not where I’m headed.
Many people make the mistake of thinking that selling personal training is all about pointing out all of the great features and services you offer: lots of session times, low prices, early and late hours, or convenient location.
But that’s not why people buy personal training and 99% of the time, it’s not what makes them choose one fitness boot camp over another. It’s also not why people buy a particular vacation.
People choose a vacation because of two things: the results they want (where the vacation will take them) and the way it will make them feel.
People choose a personal trainer for the same reasons. If you’re trying to close someone based on anything else, you’ll most likely fail.
Think about some of the things a good vacation does for you:
It gets you somewhere (helps you reach a goal).
It helps you to get away from your everyday world and its to-do lists.
You meet new people you would not have met otherwise, who make you feel like you’re among friends.
Posted by stevehochman on Fri. Aug. 29th, 2014
If you’ve never been to one of the annual Fitness Business Summits or to one of the Fit Body Boot Camp World Conferences, this needs to be the year you change that. It very well could be the shot in the arm that your fitness boot camp marketing needs.
While the Fitness Business Summit is open to fitness entrepreneurs of all kinds, the Fit Body Boot Camp World Conference is open only to Fit Body Boot Camp owners. This is a learning and motivational event that many six and seven-figure FBBC owners swear by and the fact that most of them still attend it every year is awesome proof of its value.
During the two-day conference, you’ll have the opportunity to meet, get to know and learn from FBBC owners who have been where you are, and are now where you want to be. It’s a great time to ask questions, brainstorm solutions, find out which mistakes to avoid and which strategies are working really well for people who are extremely successful.
Many Fit Body Boot Camp owners have very close and longstanding friendships that were formed at one of the World Conferences and they count those relationships as not only important to their personal lives, but also to their growth as fitness business owners and trainers.
Posted by stevehochman on Mon. Aug. 25th, 2014
We talk a lot at Fit Body Boot Camp about the incredible value of having an email list and working it for maximum results. But we don’t talk as much as we probably should about how to start a fitness boot camp email list from the ground up. After all, most personal trainers aren’t all that experienced in marketing and as new boot camp owners, they need some guidance in getting those names before they can start building their business.
Luckily, building an email list isn’t as hard as you may think and no, you shouldn’t fall for some fly-by-night company offering to sell you a list. Those lists will be full of people who have been spammed to death, people who aren’t even a little bit interested in getting fit and people who changed their email addresses six years ago. It’s not that hard to get your own list going and I’m going to give you some very simple steps that will show you how to start a fitness boot camp email list and what to do with it to start making money and growing your boot camp business.
Step 1: Create and offer a free report, nutrition plan, mini-workout or other gift and advertise it on your website, your Facebook page, on Twitter and Google+ and everywhere else that you’re visible. Make it something relevant, something that provides real value, but keep it short and simple. Then let people know that you just need their email address and you’ll get it right to them. Now you have a list of people who are obviously interested in getting fit and healthy, so that means they’re more likely to be interested in your fitness boot camp, as well.
Step 2: Send them your free gift, but also deliver other great content to them on a weekly basis. This could be pre/post workout recipes, best ab exercises, an article on boosting metabolism or whatever you like. I would also strongly suggest you sign up for FitPro Newlsetter, which looks like a great fitness magazine, already contains great new content every month and you can also add your own content to it. It’s a great plug and play solution for high-value content.
Posted by stevehochman on Mon. Aug. 18th, 2014
In these days of reality TV shows, Videos and YouTube, everybody on the planet wants a share of the spotlight. For most people, it’s all about validation and attention. But that’s not the only reason to upload yourself. For the fitness professional, becoming known as a subject matter expert via social media can be boot camp marketing gold.
Think about some of the nationally or internationally-known fitness professionals out there. They all became known as experts in their niches and that is when they started making real money. Jason Feruggia is the strength and conditioning expert and his info products and programs sell. His articles are in Men’s Fitness and other respected publications. Mike Chang established himself as an abs expert on YouTube and now his Six Pack Abs programs have made him a wealthy man. Bedros’s huge reputation on YouTube as a boot camp marketing expert is what led Spike TV to call him up and ask him to act as an expert on their Gym Rescue series.
It used to be that getting on TV was the way to establish yourself as an expert. Look at Dr. Phil and Dr. Oz and every single person on HGTV. But now, people are establishing themselves as authorities on social media and then ending up on TV. But even if you don’t want to be a celebrity, you do want to take advantage of the huge boost it can give you in your boot camp marketing efforts.
We’ve always talked about the huge potential of marketing on Facebook, but this is one giant level above that.
Here’s what happens.
Posted by stevehochman on Wed. Aug. 6th, 2014
Many people make the mistake of focusing on the wrong selling points when it comes to fitness boot camp marketing. Too often, they focus on features and pricing, which is fine when you’re selling an espresso machine or a car, but it misses the mark when it comes to selling fitness boot camp programs.
The reason for this is that fitness boot camp marketing isn’t about selling your facility, your sound system, your juice bar or your pricing. It’s about selling your solutions to the client’s problems. It’s about selling your means of getting them to their goals.
Your prospects might think some of the features of your boot camp are nice or that your monthly fees are competitive, but what will sell them is the conviction that your program is their best chance to reach their goals, and fast. That’s the focus of your fitness boot camp marketing.
What’s really cool about being a Fit Body Boot Camp owner is that the very nature of our program makes that job so much easier than with any other fitness business. The fact is that we have the solution, we’re known for having the solution and there’s plenty of research that says it’s the right one.
If you haven’t seen it yet, we’ve just uploaded an awesome new explainer video on the Afterburn Workout. In it is pretty much every single point you need to sell virtually every prospect that walks through your doors. This is because it’s loaded with all of the ways that Fit Body Boot Camp is the solution people are looking for.
As you’ll see on the video, all of the most recent fitness research proves without a doubt that endless hours of standard cardio are essentially useless in the battle to burn fat. 9 out of 10 people who call you on the phone, message you on Facebook or answer one of your emails are going to tell you that their #1 goal is to lose fat. 9 out of 10 will also tell you that they go to the gym and run on the treadmill for hours or that they knock themselves out in Zumba class four nights a week and yet they can’t lose the fat.
Posted by stevehochman on Thu. Jul. 31st, 2014
At a recent meeting with several Fit Body Boot Camp owners, the question of when to open a second Fit Body Boot Camp location was a hot topic. This was completely understandable, since everyone present had attained a comfortable level of success. By this I mean that they had a decent membership, they were paying the bills and making a decent income. But almost none of them were happy when I suggested that they really needed to consider whether they needed another location or just better boot camp marketing.
There were basically two groups of FBBC owners thinking about opening new locations. One group was asking because they were making decent money and figured that opening a second location would double that income. The second group was asking because they weren’t making enough money and figured that a second location would double their income.
There are two problems with this thinking: 1) When you open a second location, you also double your expenses, roughly speaking. 2) When you open a second location, you potentially double the amount of time you spend running your business.
So I asked the group these two questions:
First: Have you absolutely outgrown your first location? In other words, are you full to capacity, taking care of as many clients as you can with the space and staff you have?
Second: Have you completely maxed out the income potential of your present location?
Every single one of the boot camp owners considering opening a second location answered “No” to at least one of those questions. None of them were all that happy when I told them that, in this case, what they really needed was more and better boot camp marketing, better sales and closing strategies and maybe to explore opening up other streams of income instead of opening another location.
If you’re not struggling to squeeze in more trainers and more sessions and more new clients, then you probably aren’t ready to expand. The word “expand” indicates that you’ve grown to the point where you can’t function well in your current space.
Posted by stevehochman on Fri. Jul. 25th, 2014
If you haven’t yet availed yourself of the boot camp marketing possibilities working with Groupon, then you need to get on the ball. Thousands of businesses (including fitness businesses) are already making a fortune marketing on Groupon, but some of the biggest moneymaking boot camp marketing campaigns we’ve done at Fit Body Boot Camp have been on Groupon as well.
When I say that these campaigns have been hugely successful I mean that we’ve been able to convert at least 30% of our Groupon buyers into ongoing clients who either paid in full or signed up for automatic debit.
There are 4 keys to success with a Groupon campaign:
- The deal.
- Your on-boarding procedure.
- The experience you give the client.
- Your conversion process.
Making the deal
First of all, the deal has to make sense for you and for the client. You don’t want to give away too much, because it undercuts the financial benefit of doing the Groupon deal. Also, people are more likely to take your offer seriously if it isn’t ridiculously low.
But your deal does have to make great sense to the buyer. People go to sites like Groupon because they want a great deal. That doesn’t mean they’re cheap or that they’re automatically going to split as soon as the deal is over. They just enjoy getting a great deal.
When we were setting up our 23-region Groupon deal, we set a few rules right off the bat.
We wanted a very low cost 15-day deal and a higher-priced (but better value) 30-day deal.
We did this because we knew that about 80% of Groupon buyers would take the 30-day deal which would give us the chance to do two very important things:
First, we could give the buyers a much better experience, get them better results and also build a better relationship with them……all of which would make closing much easier later on.
Second, we could offer to absorb the cost of their 30-day deal into an ongoing program, which would effectively give them their first month free. Remember, these people love a great deal.
By stacking the deals this way, it’s much easier to command and get the higher price than if we just ran the higher-priced deal.
Posted by stevehochman on Wed. Jul. 23rd, 2014
No, Walt Disney wasn’t in the fitness business, but I dare anyone to say that they know of a businessman who was better at creating a brand that was recognizable all over the world, in any language. Disney World and Disneyland may have gone through some transformations and expansions since Walt passed away, but Disney will always be Disney and it will always dominate the amusement park field. No one can touch it. So I think there is something very important that Walt Disney could teach you about how to start a boot camp.
He would teach you that you need to focus on doing one thing and doing it better than anyone else, anywhere.
Think about the other amusement parks in the US. Busch Gardens, Six Flags, Knott’s Berry Farm or a bunch of regional, nameless parks you can’t think of off-hand. What are they known for? How many iconic images or names do you associate with them? Yet, say “Dumbo Ride” or “fireworks” and everyone knows which parks you’re talking about. Disney.
Disney Parks have rides, shows, restaurants and hotels, but they do one thing and they do it better than anyone else: they create magical family memories. When you walk into any other amusement park, you think, “Wow, cool rides!” When you walk into Disney World or Disneyland, you think “Magic!”
So how do you translate what Walt Disney and what he did with the Disney Parks into you and how to start a boot camp that emulates his success? You do one thing and you do it better than anyone else.
This is what has made Fit Body Boot Camps the fastest-selling fitness business in this country. We do one thing. We don’t do Zumba, we don’t do Pilates and we don’t run a social club. We do killer workouts that deliver maximum results in minimal time. We do this at a price that people can afford and we do it in a supportive, motivating and even entertaining way. Boom. That’s what we do.
Even if you’re not a Fit Body Boot Camp franchise owner, you can still take your cue from Walt when it comes to how to start a boot camp that becomes known for doing one thing and doing it better than anyone else in your area.