Marketing

Consistency In Your Marketing

Spring Three - Pilates Studio Marketing


If you think back to the commercials you remember from your childhood, you likely can recite them verbatim - why? Because you heard them over and over and over again!

Their jingles and catchy phrases burrowed into your brain forevermore.

Media and advertising are evolving by the minute, and everything has gone digital. So how do you become memorable without a super-sized budget? Or a catchy jingle?

Or heck, how do you even grab a person’s attention long enough so they will listen to your brand message?

Luckily, the thing you need the most is FREE: Consistency!

When you are building a brand and a business, being consistent in your message is critical. You teach your clients what to expect, then you show them they can count on you to deliver.

Your brand becomes foundational to your marketing because it’s often the part clients can see and touch. It’s everything from your logo to your colors to how your studio is designed and decorated. It’s also the energy of the studio, how your instructors interact with clients, and the way your sales process makes your clients feel.


Think of your brand as the promise you make to both current and prospective clients. Your job is to make the promise then fulfill it every single day for the life of your studio. It helps to think through a client’s experience with your business from the very beginning.

What’s their first interaction with your studio?

Do they drive by it or see an ad on Facebook?

Do they come in for a free class and are shown around the studio by your front desk staff?

Or do they commit online without visiting?

Then.. what happens next?

How are they invited into the fold?

How do you follow up?

You get the idea.

Step through the entire client experience and imagine what it’s like to be your ideal client or prospect.


Are you being consistent?

Does the brand promise you made in your marketing and studio come to life?

Your brand - and your brand message - needs to be consistent.

Once your brand foundation is solid, it’s time to market your studio.

You want to choose marketing vehicles (email, social media, flyers, etc.) that you can stay on top of and that are effective for reaching your ideal client.

I find it’s best to choose a couple of platforms and do them really well instead of spreading yourself too thin and not managing to keep up.

Again, consistency is paramount!

If you choose a regular newsletter/email (and I hope you do!), then try to send it to go out the same time every week/month. Through your consistent and regular communication, you will teach people to expect - and anticipate - its arrival.

The same goes for social media. Post on a regular cadence and build consistency in your topics as well. Maybe you start a “Tip-Tuesday,” or your class schedule is shared on Saturday for the coming week. Whatever you do… commit to it.

Marketing your studio does not have to be overwhelming and scary!

Start with the foundational elements and grow over time.

Woody Allen once said, “99 percent of life is showing up,” and that’s true for marketing as well.

Show up for your clients and they will show up for you!


Biz Chat: Learning From SoulCycle

Spring Three - Pilates Studio Marketing

I love listening to podcasts - on a walk or run, in the car or running errands. I listen to news, business, lifestyle and health podcasts but last week I was listening to one of my faves - How I Built This with Guy Raz.

One of his older episodes caught my attention because he was interviewing Julie Rice and Elizabeth Cutler the founders of SoulCycle.

Now, I highly recommend this podcast and this episode… but incase your play next list is already jam-packed with goodies, I took notes and wanted to share them with you!

Top take-aways:

  1. Be on the same page philosophically with your partner - it’s not just about making $$$. Everyone has to have the same work ethic and the same vision.

  2. Stay lean - they did every job in the early days. They learnt a ton from that period and… they made checklists of how they wanted those jobs done so they could pass it off to someone else and keep the standard they wanted.

  3. Divide responsibilities and be clear about who does what in your business

  4. They knew what numbers they needed to make it work. How many clients they needed to cover their costs, pay themselves and their team and have a little left over.

  5. People will pay for what they value. “If they walk through the door then they will bring something different than if they aren’t paying for it”

  6. Get creative with marketing - after hitting the streets and local businesses with flyers, they created branded t-shirts and gave them away to get visibility. They couldn’t put a sign out front so they bought a rickshaw and parked it outside. They got a few tickets but they looked at the foot traffic patterns and chained the rickshaw to a parking meter on the days where it would get most visibility. What about the cost of the parking tickets? They saw this as part of their marketing budget!

  7. They wanted to create an EXPERIENCE. They understood their clients - they wanted to help their clients create habits and put systems in place that made their clients feel amazing from the moment they stepped through the door. Staff knew your name when you walked in, you were handed a towel by a smiling front desk person… all the details made the difference!

  8. They listened to their clients - many of their clients were leaving for the summer so they decided to follow them and set up a pop-up studio where their clients were mostly on vacation. This paid off massively - when they got back from that summer pop-up they were starting to draw in clients who lived further away.

  9. They hired a coach early on (and still see her today) to help them grow personally and professionally.

  10. In the face of competition they made choices based on who they wanted to be and that were good for them and their business. This helped them continue to stand out and retain their loyal clients.

  11. They stayed focus on what was most important to them

  12. They made their team the stars of the show - they weren’t in it for their egos. They were building a brand!

  13. They never forgot WHY they did this. It’s what drove them toward the success they achieved.


I hope you guys are as inspired as I was by this and I know you have some great recommendations for podcasts you love - and I wanna know what they are! Drop me an email let me know :)


How to Do Conferences the Right Way!

Spring Three | marketing to pilates studios

As a studio business owner, you can find plenty of opportunities to attend events that can benefit both you and your business. There are so many high-quality conferences, workshops, and events open to us that it can be difficult to choose the right one for your business.

As an instructor and industry professional, I’ve discovered that these events are both a “gathering of minds” and an educational opportunity. This can provide you with personal and career development advantages!

Whether you are a seasoned instructor or a business owner (or both!), conferences are an opportunity to:

NETWORK

Attending conferences is an excellent opportunity for you to mingle with other professionals in your industry. In fact, this is one of the top reasons people attend conferences! Conferences give you a chance to catch up with old friends and make new connections within the industry. There’s nothing like meeting other people who share the same interests as you.

Conferences allow you to learn, discover new ideas, and even recruit - or be recruited! Many conferences also give you the opportunity to purchase or learn about services and products that might be of use in your business and spark ideas for new streams of revenue.

LEARN

Many conferences and events give you a chance to learn from teachers you admire as well as other industry professionals that you may not know. Workshops, panel discussions, and workouts can cover everything from a new twist on an exercise to marketing your business. These opportunities to learn will deepen your expertise and broaden your knowledge base.

SHARE

If you are an experienced, sought-after instructor, and you’re keen to share your unique talents, these events are an opportunity to get in front of a wider audience. If you are considering hosting your own event or training inside your studio, having a wider audience is essential! Plus, the connections you’ll make can lead to a more significant following when you are ready to launch!

GET INVOLVED

Conferences are an opportunity to get involved and be part of the event and the community as a whole. You can do this by volunteering or actively participating as a host or workshop provider.

WORKOUT

If you regularly find yourself putting your workout on the back burner, then this is your time to get moving! Conferences are rarely about sitting around all day listening to others speak. Make this the perfect time to focus on your workout and work with a range of different instructors.

As a business owner, it is your responsibility to manage your time and resources. Make the most of your time at the conference by getting super organized in advance.

Select the people you want to meet and the workshops you wish to attend.

Be sure to cement those new relationships either via social media or by handing out (and asking for) a good ol’ fashioned business card!

Don’t forget to take a big notepad and pen for jotting down notes and ideas as you get them. You may come back to this for inspiration once you return home to your studio.

Finally, take lots of pictures and share them on social media. Let your clients know that you take your professional development seriously. After all, the more you invest in your skills, the more value you can provide to your clients. And you might find that they have a whole new respect for you and your time!


What successful marketers have in common

Spring Three | Marketing for pilates studios

Why do some business owners get results from their marketing efforts and others don’t?

Savvy solopreneurs have a knack for talking about their business in a way that sparks interest in what they do!

They know how to tell a story. They’re precise with their timing, and they have just the right amount of confidence.

When all of these components align, it makes for good marketers—but this skill set doesn’t magically appear overnight.

They don’t just build a website.

They don’t just become persuasive writers.

They don’t just read all of the best marketing books.

They don’t just buy an ad in the local paper.

They don’t just take a marketing course (like mine!).

They are doing other things, too. Many other things!

I’ve found that successful marketers have two things in common:

They have a special type of mindset

AND,

They don’t just listen to all the advice and guidance they have read or received.

They USE it!

They try it. They measure. They adapt. Then they try it again. They measure. They adapt. Then they try it again. They repeat this process until they achieve the results they desire.

Learning how to market can be one of the best investments you make for yourself and your business.

Marketing will:

- Get people talking about your business.

- Deepen your relationship with your client base.

- Bring you collaborative opportunities.

And most importantly—marketing done right will get people through your door to make you more money!

None of this will happen if you don’t act. Because real results happen when you are consistently taking action.

Action is at the core of all marketing strategies and campaigns.

Take the initiative to educate yourself. Take the initiative to act.

Q: What does action look like?

A: Engaging and connecting with your clients at every step of their journey with your business.

WHAT ARE YOU DOING TO GET THERE?

How would your business transform if you were able to:

  • Retain your existing clients, the ones that contribute to your profitability?

  • Encourage your current clients to make larger purchases?

  • Attract new clients?

  • Learn more about your clients?

  • Lift your profile within your community, raise brand awareness, and build a reputation?

  • Keep people engaged and increase communication with your community?

  • Effectively educate people on what you do while establishing yourself as a credible expert in the industry?

Each of these goals requires slightly different tactics in order to bring you to where you want to be.

Get laser focused on what you want to achieve and then TAKE ACTION to get there.

Not sure where to start? Or perhaps you do but you have questions? I’d love to help. Click here and let’s chat about your future!


A strategic plan for your marketing

Seran Glanfield | Marketing

Are you looking for success in your business? Then it’s likely you’re also looking to grow - grow your client base, grow your revenue and grow your team.

Growth (in all of the above) is much more likely to happen if you have a marketing plan in place. After all, this is when most potential clients learn about the products and services your studio offers.

Click here >> Get access to a fresh set of marketing ideas to improve the way you show up in front of new clients

Did you know that businesses with a marketing plan in place grow an average of 10% a year compared to those that don’t have a plan?

And businesses that have a marketing plan AND regularly measure metrics grow up to 60% a year.

That kind of growth can be a huge deal for your studio!

So, how should you use a marketing plan and metrics for your studio business?

I’ve come up with four easy steps!

  • First, you need to be 100% clear about who you are and what you are offering in your business. You have to know this so that you can effectively communicate to potential clients what makes you special and why they should take notice of your studio.

This is ALL about your brand. If we’ve ever worked together, you’ll know I’m a HUGE believer in getting crystal clear about what your studio offers that makes you unique. Knowing this can help separate you from the competition. And it makes it so much easier to talk to clients about what you offer in a way that has more impact.

  • Next, you need to have a marketing calendar in place. On this calendar, lay out all of the upcoming promotions, events, topics, or themes you will be using for your email and social media marketing. You will use this calendar to create all of your campaigns and communication.

This step is all about organization. When you get your marketing organized, it will set you up for a whole lot more success than if you fly by the seat of your pants! Remember, consistency is the key to helping you build and nurture relationships, and that’s what you are doing with your marketing. Having a calendar is going to help you make sure there are no gaps in communication. You want to keep that communication coming regularly.

>> Get the download filled with ideas on how to stay fresh with your marketing content HERE.

  • As you send out your marketing emails, make sure you begin paying attention to your metrics! You will want to keep an eye on your analytics so you can track what is working and what doesn’t. Track the engagement levels with your email marketing and your social media marketing… this will give insight into what your subscribers, followers and clients like hearing about.

Inside your business, don’t forget to use your reports! If you aren’t sure which ones to start with, I always recommend looking at how many new clients you have each month, how many intro offers you’ve sold, and who referred new clients. Those metrics can give you valuable information about where you should focus your marketing efforts!

  • Finally, use the numbers you’ve been tracking to make adjustments to your marketing. This is all about getting the biggest bang for your marketing buck. If you’re marketing one way and it isn’t performing well, get rid of it….fast! You’re much better off spending time, effort, and money on marketing strategies that are going to perform well for your business. It’s essential to use the numbers to guide the decisions you make, not your gut!

I hope you find these four steps useful. Following these steps can help you fine-tune your marketing so that you have greater success growing your business.

Let’s get down to details! Click here and schedule your FREE discovery call to see how we can work together to build a strategic marketing plan for your studio business.