Introducing “THE FORMULA” The Blue Print For Operating Highly Profitable Fitness Clubs Attract more members Make them raving fans Double your revenue Sleep like a baby Become a celebrity
DECEMBER 2017
The fitness industry is well stocked with marketing professionals who provide fitness club owners with designs and campaigns designed to generate more sales and they are all fine and decent people who work hard for their clients I’m sure. We, at Momentum do something completely different. With over 20 years of industry experience performing “in the trenches” consultancy to literally hundreds of fitness clubs of all types and sizes, we have uncovered a comprehensive “formula” that delivers exponential, (yes you heard right, exponential) financial growth using these proven techniques. We work with a limited number of clubs to coach fitness owners in how to run these great online/ offline programmes and in doing so enjoy the amazing financial results they generate. The secret of our success has been to develop and link ‘cost effective turn key’ digital solutions into a co- ordinated club blueprint which delivers…. More leads…. converting effectively into memberships…. yielding higher point of sale cash…. longer residual values…. from members staying longer…. and buying more services during their subscription life or enhanced membership options. So that’s our formula in a nut shell…. • More leads • Better conversion to a wider range of higher paying memberships • Increased joining fees • Longer retention • Greater secondary spend Our clients take advantage of the whole of our programme or a number of the constituent “blueprints” and embed them into their existing business processes. Oh, and finally and the best part about it…. We guarantee 100% that our stuff works to your satisfaction or you simply DON’T PAY! Have we said enough to persuade you to read on? Please do not hesitate to reach out to us if you think you would like us to help you take your business to the next level or just want to chat about industry challenges you face - were always happy to help where we can and we don’t even charge for our telephone advice!
Duncan Green (Director) Momentum Business Development 180 Piccadilly duncangreen@momentumbd.co.uk 0207 917 2780
www.momentumbd.co.uk
info@momentumbd.co.uk
Marketing Results Triangle
Media √ Facebook Ads √ Blog Posts √ Instagram Ads √ Data-capture Pages √ Lead Pages √ Google Adwords √ Email Campaigns √ Social Media Posts √ Events - Eventbrite
Online Results Audience
Message
√ Prospects:
√ Data Capture
Gym
√ Offer
Group Exercise
√ Up-Sell
√ Hot / Warm / Cold
√ Refer
√ New Members
√ Invite
√ Existing Members
√ Cross Sell
√ Renewal √ Ex-Member
0207 917 2780
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Fitness Marketing ‘Lifecycle’ Blueprint £
Telephone Enquiry
INTEREST
Cold
8
50%
Tour
Sale
80%
100%
Offline Interest
LIFECYCLE MARKETING
Online Interest
FREE Content Subscription
Low cost/Low Commitment Offers
Medium cost/ Medium Commitment Offers
High cost/ High Commitment Offers
UPSELL OR CROSS SALES
EXAMPLES
Active @ Home
Content Advice
Voucher Schemes
Weekend Warrior Passes
VIP Passes
BUYING PHASES
Sales Phase Trip Wires
Core Product
Profit Maximisation
FITNESS SERVICES
Group Exercise Bundles
Membership
10/20/30 Bundles
VIP Options
4/6 Weeks Membership
Fitness Services
GROUP EXERCISE
MEMBERSHIP
7 ways to burn belly fat
Timetable
Weekend Warrior
4/6 Weeks Membership
10/20/30 Bundles
Membership
Membership/ PT packs
VIP Upgrade
Membership
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Digital Promotions Blueprint Organic search
Facebook Ads
Club Database Lists
Intriguing Blog Post1
Events
Landing Pages • Nomination Scheme • 25/25 Scheme • Health Check • Wear the t-shirt • Reactivation • 12xmas voucher • 50 health check
External Campaign
• Member & Guest Day • Xmas Party ....
Intriguing Blog Post2 Intriguing Blog Post3 Intriguing Blog Post12
Lead Magnet1 Lead Magnet2 Lead Magnet1 Lead Magnet2 Lead Magnet1 Lead Magnet2
Landing Pages
Google Ads
Club Website
• Join now pay nothing more until ... • Personal Consultation • 1/3 Day VIP pass • 6 week trial membership • Group Exercise • Get more Active (Corporate)
ReMarketing Ads
Internal Campaign
SUBSCRIBE
SUBSCRIBE
SUBSCRIBE SUBSCRIBE
ASAP
ASAP
Customised opt in email
Customised opt in email
ASAP
Members’ friends Database Lists
Customised Lead Magnet opt in email
New Database Lists New Database List
ASAP/ + time Email 1 Optional + time Email 2 Optional
Notification to the sales
Notification to the management
Email 2
ASAP/ + time + time
Email 3
+ time
Email 1
....
Email 9
ASAP/ + time Email 1 Optional + time
+ time
Tour of the club
New Happy Members
Email 2 Optional
Notification to the sales Notification to the management
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Email Marketing Strategies Blueprint
Facebook Ads
Google Adwords Landing Page
Re Ma
rk
et
ng
i
SUBSCRIBE
Data Capture
Marketing Automations Triggers :
1. Subscriber is added to a list + Time 2. Subscriber open an email 3. Subscriber click on a link 4. Specific day (ex. Birthday)
Actions:
Opt In Email Yes I’m interested
1. Send a notification to… 2. Send the subscriber an email… 3. Send the subscriber an SMS… 4. Copy the subscriber to another list… 5. Move the subscriber to a different list… 6. Remove the subscriber from this list… Receive the offer
Triggered by Subscribe button Time: Automated ASAP Action: Add the subscriber to a list
Triggered by: time delay Time: ex. ASAP Action: send Email 1
Email 2.2 Triggered by: Click on a link Action:
Email 2.3 Triggered by: Opens a campaign Action:
Triggered by: time delay Action: send Email 2 I think you missed out offer
Triggered by: time delay Don’t miss out
Action:
Email 3.1
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Offline Lead Generation Blueprint 1
2
3
4
OUTREACH
REFERRALS
EVENTS
• Leafleting • Fit Street • GMA Cards • Lifestyle Surveys • Gift Cards • Posters/Banners • Bilboards
• New Member • Buddy Referral • 1/4 D.M.
• Member + Guest Days • Corp. Open Days • Reactivation Fortnight • School Fetes • Carnivals
6
7
AFFILIATES
5
TEL. MARKETING
8
DIRECT MAIL
• Member A-Z • New Member Calls • Prospect • Prospect 42+ Days • Ex-Members
• Referral • Reactivation • Newsletter • Birthday offers
9
10
AGGREGATORS
LEADBOXES
CORPORATES
VOUCHER Co.
• Estate Agents • Schools • Shops • Bars • Restaurant
• Club Pass • Incorpore • Move GB • Pay as You Gym
• Shops • Bars
• Win Cards • GMA • Gift Cards • Assessments
• Groupon • Living Social
11
12
13
14
PR
NEWSPAPER
EX-MEMBER
COMMUNITY GROUPS
• Advert • Articles • Contra Deal • Reader Offer • Competition
• Direct Mail • Tele Marketing
• Business Groups • Sport clubs • Scouts / Guides • Womens Groups • Charities
• Press • Radios • Blogs • Web
15 AFFILIATE WEBS • Women • Seniors • Schools • Mums • Weight Loss Sites
12 WEEK PLANNING TIMETABLE January - March
April - June
July - September
October - December
INTEREST
£
Telephone Enquiry
Cold
50% Get More Active Email Sign up
Voucher Card Schemes
Sale
Tour
80% 4/6 Week Courses
Group Ex Bundles
100% Membership
THE OFFER LIBRARY 1. Joining Fee Disc. 2. Extended Term 3. Bulk Buys 4. Bonus Months 5. Delayed Start 6. Accelerated Start 7. Added Value
8. Free Trials 9. Transferable 10. Guarantees 11. Cash Back Offers 12. Term Offers 13. Waiting List
Termination
ReActivation Programmes
Starter Programmes
5
4
3
2
1
if they got away bring them back if not email them...
1. Integrate 2. Educate 3. Achieve Referral 4. Cross Sell 5. Retain
Sell them into membership
No
Ascension Phase
Yes
The Recovery Phase
New Member Support Phase
Commitment Phase
Make sure they show - ideally with a friend
• Confirm Buying Decision • Check Vulnerable Area • Nomination Follow Up • Check Programme Intensity • Check Satisfaction feed • Reprogramme • Regain Trust + Confidence • Take away fear of buying • Congratulate on their good fortune • Extend the hand of friendship • Legitimise future email
Day 1 Thank You Card Day 7 First Visit Follow up Call Day 21 Progress Call Day 35 Nomination & Reprogramme
Day 1 Thank You Card Day 3 Thank You Call Day 14 Win Card/1Day Guest Pass Day 28 + Get More Active Enrolment Day 42 Get More Active Emails Day 42 + Montly Member + Guest Invitation Day
• Thank You Cards • Win Card • Get More Active Video • Active@Home • Email
The 7 Step Process • Establish Greeting • Qualification • Tour • Price Presentation • Ask to join • Nomination & Referral • Follow up
• Appointment Set to Tour Visit • Confirm the Appointment prior to the day
The Tour
• Maintain the commitment to visit • Reduce the barrier to entry • Engineer Partner Referral • Establish Enhanced Authority
Cold Lead to Appointment Set
Aims
0207 917 2780
Deflect Price Build Credibility Build Authority Capture Lead data Initial Qualification Create Appointment
Timeline
info@momentumbd.co.uk
• Newsletter • Email • Reactivation • Upsell Video • Referral Voucher
• Programme Resources • Personal Need Analysis • Starter Programmes • Money Back Guarantee • Transferable Enrolment • Transferable Membership • Price Presentation • Nomination Scheme • New Member Pack
Email Partner Upsell Pre-eminence
�
Email Video
Sales Tools
Indoctrination Phase
Phases
Get them interested in you as a serious player!
Objective
The Membership Sales Accelerator Blueprint
www.momentumbd.co.uk
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Prospect Mgt + Member Follow Up Blueprint Community Networking
Member Renewals Calls/Emails
New Prospect Enquiries
Corporate Outreach
Ex Member ReActivation Follow up
Enquiries Pre-eminence Emails
Appointments Partners Upsell Confirmation Call
Walk in
○ Starter Programmes ○ Nomination Scheme ○ Set up follow up call
Tour
Appointments
Event
THE CLOSE!
Sale
No Sale Day + 1 Thank you Note
Day + 1 Thank you Note
Day + 3 Thank you call
Day + 7 Follow up New Member Call Nomination Scheme 1st Visit Follow Up + Survey
Day + 14 V.I.P Guest Pass Offer Day + 21 Progress Call
Progress Update Nomination Reminder V.I.P Upgrade
Day + 28 G M A @ Home Scheme
Day + 35 Journey Update
Online Seasonal Offers
Nomination Close Out Re-Programme Booking
Monthly A-Z Calls
○ Member & Guest Days ○ 1/4 Reactivation Fortnight ○ 25/25 Referrals ○ Corporate Lead Generation
STARTER Programmes Most Popular Option Name
Welcome Session Date
Fast Track You are an experienced trainer, familiar with our equipment and confident in your programming knowledge
Time
V.I.P
Gold
S.M.A.R.T FITNESS SERVICES
You are new or a returning to exercise member who would benefit from additional support.
Instructor
S.M.A.R.T FITNESS SERVICES
For individuals who would like a high degree of service, support, guidance and management.
Personal Progress Pack Boditrax Composition Test Strength Assessment Dietary Analysis Nutrition Consultation 3 Hours Familiarisation New Member Coordinator MyZone Belt 42 Day Nomination Scheme Atrium Clinics University
x2
P.T. Voucher 30 mins Extra Special Fitness Programmes
Launch Programme Fees
Joining Date
x6 Voucher £60
£33 e v sa
£40 e v sa
£95 e v sa
82
149
244
today £49
today £99
today £149
MEMBERSHIP Pricing Most Popular Option The Group Exercise
Standard
YOURClub
No Frills! Just great value use
Gold
Great facilities with built in Essential Post Workout Protein
VIP Our business Class of options. Invest in your own success. Packed with supervision, motivation to guarantee fast results!
Resistance area Cardio Area Functional Area Free Weights Zone Stretch Zone Studio Class Programme H.I.T Programming System 6 Weekly Reprogrammes Wear The Shirt Incentive Scheme Quarterly Fitness Assessments
Monthly Complimentary Guest Passes Tribe Small Group Training Weekly Class Tribe Small Group Training 2nd Weekly Class Personal Training Discount Voucher 50% Post Workout Protein Shakes 14 Day Money Back Guarentee
Monthly Non Contract Fee Annual Intallment Option (11x)
Categories
Annual Lump Sum (10x)
45
55
75
41.25
50.5
68.75
450
550
750
Multiply Selected Fees by
Multiply Selected Fees by
Multiply Selected Fees by
Couples
x 1.5
x 1.5
x 1.5
Family
x2
x2
x2
Junior / Senior
x 0.5
x 0.5
x 0.5
Off Peak
x 0.75
x 0.75
x 0.75
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
The Fitness Service Accelerator Blueprint Walk-ins
Telephone enquiry
E-mails
Sales Process
Tour Personal Need Analysis Price Presentation Fast Track
Gold
Platinum V.I.P
Sale PAR-Q Medical Screening form
Medical Director
Orientation Session
Greeting
P.N.A
Programme Card
Presentation
Devise Programme
Food Diary
Practical
Nomination
Summary
Newsletter
Follow up calls
14/42 Incentives
Educational emails
￭ Weight Loss ￭ General fitness ￭ Muscle Development ￭ Body Shaping ￭ Seniors ￭ TrimBelly ￭ RemoveMYCellulite ￭ BeachReady ￭ SkiFit ￭ TY06 ￭ Personal Training ￭ Personal Coaching ￭ Weekly Clinics
Need Analysis
▸Intro To Spinning ▸Free Weights
“Wear the t-shirt” On going CRM
Red Programme Cards 1-14 14/42 club Orange PC 15-28 Green PC 29-42 Blue PC 42-56 50 club Black PC 56 + - 100 club
▸Strength training ▸Advanced Cardio Training
▸Vibration Training
▸Stretch Clinic ▸Abs Clinic
Book Assessment
Gym Rituals
Re-Assess Gym Services
▸Functional training ▸Free Weights For Women
ReProgramme
Reactivation Fortnight
Guest Nights
1/4club programmes
Starter Programme Clinics Exercise & Nutrition
Personal Progress Pack
Ongoing Programming
Book Orientation Visit
￭ Group Session ￭ Programmes ￭ P.T ￭ Online Coaching ￭ Nutrition ￭ Assesments
Fitness Age Assessment ￭ ￭ ￭ ￭
Internal Challenges External Challenges Holidays Social Events
Nomination Scheme 2
Yelp/Google + Testimonials Congratulations on Achieving W.T.S Bonus
Educational emails
Day 21
Day 35
Period 1-42 ‘
New Members Night
P.T. Bundle Offer Wear the shirt offer Nomination Scheme
Day 3
Week 12
New Member Newsletter
Online
Offline
New Member Night Invitation
6 Week Call
Progress Call
New Member Call
Starter Programme up-sell sheet New Member Newsletter Nomination Sheet
- Courses - Programmes - Coaching - Group Sessions - Clinics
Day 1 - Membership Sign up
Membership Time-line
New Member Programme
Membership Upgrades Fitness Services VIP Options Group Exercise Bundles Events/Holiday Supplementation Products Home Exercise Equipment Assessments Training Groups Challenges
Secondary Sell Products
May August
April July
July-Sept. Oct.-Dec.
Re-Activation Fortnight Fitness Service Website Text/Email Campaign
Week 2-4
Member + Guest Day③,
Week 11 Week 12
‘Wear the Shirt’ Promotion Text/Email
Member + Guest Day ② Week 7 Week 8-10
‘TRIBE’ Enrollment Fortnight
P.T. Week
Week 5 -6
Week 4
Member + Guest Day ① Text/Email/Website
Promotional Webinar Quarterly Newsletter Launch
Week 3
June
March
December
Offline
November
August
May
February
Review
0207 917 2780
Repeat ②
Repeat ①
Banners / Posters / Gym Desk / Sign up
P.T. Week
Handouts/ Seminars ‘Shot’ Sessions
Poster / Banners Gym Sign-up Desk
Quarterly Newsletter Launch
September
Week 1
Online
February
January
April-June
Membership Time-line
November
Finalise
October
Planning
Jan-March
Period
Brief
www.momentumbd.co.uk
Existing Member Programme
Up-sell/Cross Sell Sales Blueprint
info@momentumbd.co.uk
www.momentumbd.co.uk
info@momentumbd.co.uk
Quarterly Planning Schedule
Period Event: Launch Finish Date
Email 5
Date
Code
Email 4
Date
Code
Email 3
Date
Code
Email 2
Date
Code
Email 1
Date
Code
Text 2
Date
Code
Text 1
Date
Code
Ex. Text
Date
Events:
20/6/17
Code
TryitTx2Jul17
Wear The Shirt Try It Fortnight Member + Guest Day / Open Day 1/2/3 P.T Week Tribe Enrolment Fortnight
0207 917 2780
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Social Media Strategy
g n i rk o w
Soc i a lI n f l
es ni pa m s the Co n n g tio o in cia ds nd o an Fi Ass br eb + ith l w W cia so
y rit t o th hor u A g s nt) h s li utin onte b ta trib e c s E is bl (D lua va
ing nc ue
s+ g+ d a n Le isti g in ex ts t ra rom ec e n s f osp e G le Pr Sa ew N
So cia lL
ing en ist
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ish n bl io ta at t Es pu er Re m s) to nt us e (C mm Co
So cia l
STRATEGY
S o c i a l N e t
5.6 5.4 5.2 5 4.9 4.7 4.6
5
6
7
8
9
10
1
4
Monthly Attrition %
6.5
6.9
7.3
7.75
8.2
8.8
9.4
2
7.54
8.08
8.7
9.4
10.18
11.1
12.16
3
Windows ( YEARS )
Lifetime Customer Value vs Attrition Value
info@momentumbd.co.uk
7.6
8.4
9.31
10.38
11.68
13.26
15.23
4
www.momentumbd.co.uk
5.582
7.24
9.24
10.1
12.1
14.1
19.23
5
0207 917 2780
www.momentumbd.co.uk
info@momentumbd.co.uk
0207 917 2780
Cu sto m e
Essential Club Technology Blueprint
e ar C r
Google + Facebook Advert Management
Fitness Services Booking Portal
Group Holiday Bookings
Event Booking Platform
Group Exercise Booking Portal
Food Diary / Calorie Calculator Fitness Assessment Txt In Number
Club Website
Essential Club Technology Blueprint
Outreach Bio-Assessment System
Email Broadcasting
Online Newsletter
SMS Broadcasting
√ Issuu √ Paper
Telephone Line System
Online Video CRM System
Google My Business
Social Media √ Facebook √ Twitter √ LinkedIn
Social Media Footer
Bespoke Landing Pages
√ Consultation √ Group Exercise √ Nomination Scheme √ Referral Scheme
√ Corporate GetMoreActive Promotion
√ Google+
√ Member and Guest Days √ 12 Days of Xmas √ Gift of £50 Fitness √ Health Cheque √ Lead Magnets
Fit Digital: 60 Day Money Back Guarantee + Club Exclusivity Guarantee Book a 20 minute online demo before your competition do
Call Duncan Green, 0207 917 2780 or email duncangreen@momentumbd.co.uk