Want to know how to market your pilates studio - dive in here…
You hear me talk a ton about branding. I love a strong brand with a strong brand message that you can immediately associate with - or not!
I love branding because it is the heart and soul of what you do, it’s what makes you unique and memorable and distinguishable. Strong brands have a real awareness for what they do - and that is very special. And when I work with the amazing studio owners I am fortunate enough to go deep into what they are all about.
To succeed in your business, you must know without any doubt that your product or service is beneficial to the client. You have to know and understand the value you offer and deliver day in day out.
And then, you have to know how to connect what you do with what your clients want.
If the consumer or client is not happy - you do not make money.
Getting someone interested in you and your product, starts with being sincerely interested in them.
Why are they here?
What do they want?
But sometimes it’s not quite as easy as simply asking those questions. Sometimes your clients don’t really know for themselves. So, you have to be a bit of a detective to figure this out.
When you are selling anything , you must ask questions to understand.
And - remember to listen.
Understand the problem and be a part of the solution.
The number 1 secret to selling is : Understanding the needs, hesitations, frustrations and fears of your clients.
70% of all buying decisions are made based on how a person feels. Emotions and intuition plays a huge part in the purchase decision.
Every single one of your clients have their own set of fears, frustrations and hopes (no matter how they seem on the outside).
Remember clients don’t always really know what they want - they can’t verbalize it.
And, if they can’t figure it out… it’s part of your job to help them to connect the dots.
I have found that it becomes very easy for studio owners to forget about the incredible value they bring to the world.
It can be easy to lose sight of the truly amazing changes your clients achieve with the help and support of your studio.
Finding the right words to convey what you do is crucial to making the association between what your client is looking for and what you are able to offer them.
I love helping studio owners rediscover the impact they have on their community and truly understanding the value it adds on both a functional and emotional level.
If you know how it helps - you know why it is appealing.
So there you have it, selling begins when you are asking the right questions, listening and learning and helping your clients to make the change they want in their life.
If you do these things, the opportunity to nudge the client to visit more frequently, refer their friends or become a member will present itself - and that is the perfect time to make the sale.
The holiday season is in full swing, and most people are busy searching for the perfect gifts for friends and family. Your clients also undoubtedly have their own gift lists. And many will purchase gift cards for at least some of the people they know - especially when they have run out of gift ideas!
In fact, more than 90% of consumers will either buy or receive a gift card in the next year.
So, with gift cards being such a popular gift, now would be a great time to sell them in your studio business. Let me tell you why….
Gift cards can help to grow your sales
Gift cards can be a great income generator for your studio. Offering discounts takes value away from the services and products that you are selling. But gift cards encourage people to return to your business and use the full value of the card. This gives potential new clients an opportunity to try classes in your studio (yay!). And many times, they will become repeat customers - even once their gift card has run out.
Gift cards can help increase awareness of your brand
One of the best types of advertising for your brand is through word of mouth. When a loyal client gives a gift card to family members or friends, they advertise your business for you. And those clients will only do this for businesses that they trust and believe in. By giving a gift card, these loyal clients introduce those they know to your brand - great news for you! And, as they become aware of your brand, you have a good chance to retain them as loyal customers.
You make money - even if the card isn’t fully used
Sad but true - those gift cards don’t always get used. If someone uses part of their gift card, but not all of it, you don’t miss out since you have already made the revenue. This phenomenon is called “breakage” and it (really) common.
Those who redeem gift cards typically spend more
This is the BEST part of gift cards. Statistics show that consumers typically spend 20-40 percent MORE than the value of the gift card when redeeming it. That be a great boost to your bottom line next year!
So, you’ve decided that you like the benefits of adding gift cards to your business. Here are a few things to keep in mind.
There are two types of gift cards that you can offer: standard, physical gift cards and e-cards. Electronic gift cards are great, but physical gift cards are still preferred by most consumers. They also allow you the greater opportunity to upsell products. And having a display with gift cards on the counter of your studio is great for last minute impulse purchases too!
Offer cards in common amounts. Most people spend $25-$50 on a gift card. Consider offering gift cards of $25-$100 for clients. This allows them to choose one that works for their budget.
Consider creating bundled packages for the holidays or other special occasions. If you sell retail items, you can bundle seasonal or specialty items along with a gift card, as a great gift idea. You can also consider bundled services, such as “Get fit for the New Year” or “Bridal fitness” packages that include a certain number of fitness classes or personal training for a special price. This can encourage people to purchase gift cards for someone who is looking to get fit for a special occasion...and can increase your studio income too!
So, if you were on the fence about doing this - don’t be! Offering gift cards adds value to your business by increasing revenue, all while providing convenience and value for your loyal customers.
Social media has attracted attention to the fitness and wellness space like nothing else.
Whether it's posting a daily workout, favorite healthy lunch or the view from a morning hike, standing out and differentiating yourself in this crowded market takes time and creativity.
But it can be Oh So Worth It.
The attention it can bring your business is priceless!
Videos and pictures posted by Pilates Studios, Barre Studios, Yoga Studios and other boutique fitness studios increases community engagement!
But, let's not ignore the fact that there is a TON of competition to get eyes on your posts - just about every brand is on Social Media and there are your weekend workout warriors, yogis and everyone in between.
Fact: standing out is not easy.
So, what chance do you have. What can you do? Here are my top tips:
Stick To Your Studio Brand
When you are sharing content, one of the goals is to show people how it feels to be in your space as a client in your business. You do this with the tone you use in your copy, the graphics you use and of course the words you choose. All of this has to align with who you are and what you do. This is your opportunity to showcase what you do and what you promise to deliver to your clients. Are you about hard hitting results, a sense of community or total serenity? Be clear on what message you want to send and make sure all your content is consistent with that theme.
Vary Your Content
Popular accounts have a mix of content that empowers excites, educates and engages. They post workouts, studio news, helpful hints, funny quotes, celebrations of success, instructor insights and more. It never gets old! Get some ideas for how to boost awareness for your business in this FREE DOWNLOAD! CLICK HERE
Know Who You’re Talking To
Although you can reach a huge audience (read thousands ++) the reality is that to really resonate and incite action and interest you need to know who your target audience is and post content that is relevant to that group of people. Being general and vague unfortunately means you aren’t really engaging anyone… so focus on who you want to focus on!
Make a Plan
When you lay out your promotions and content over the coming weeks and months, it is far easier to plan what and when to post. You can create content in advance and balance your content vs promotions ration right around 80:20 where most marketers agree is the sweet spot. A plan also help you keep the content fresh by rotating through the ideas list in the freebie attached. CLICK HERE >> GET MY FREE MARKETING PLANNER DOWNLOAD
What other strategies do you use to keep your content fresh and inspiring? What challenges do you have when it comes to social media marketing? I'd love to hear - drop me a line and let me know.
Good luck :)
If you are wondering how you can keep attendance looking good despite the late cancels and schedule changes associated with the holiday season then you want to read this...
Because, you can finish 2016 strong.
We know the holidays can be a slow and unpredictable time. But with the right positioning, December could be one of your best months.
Your clients are spending more money than ever during the holiday season, it’s a great time to highlight your bigger packages and best deals.
And, I want to share with you the one thing that might just make the difference to your bottom line.
That one thing is - drum roll please - gift cards!
Gift card purchases spike around Valentines day, Mother’s Day and Christmas Day.
And of those three, Christmas is when the majority of gift cards are sold.
Nearly 50,000 gift cards have been sold during the Christmas period over the past 7 years via MindBodyOnline.
And guess what else?!
Those sales mostly happen within the last few days (and hours) before Christmas Day.
What does this mean for you?
- Sell gift cards in your studio and online. They can be as simple as an account credit or package options.
- Be very (very) proactive about marketing that you are selling gift cards via Social Media, email blasts and signage inside your studio - especially if this is a new thing for you. Post pictures & suggest who might love to buy or receive them (teachers, sisters, your BFF!)
- Encourage your clients to tell their significant others that you are selling gift cards… could be the perfect gift for someone special *hint hint!*
This is a very simple and easy way to make sure your not leaving any money behind in 2017… Now’s the time to set this up.