Fitness Business | How to Create Your Fitness Marketing Calendar
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Fitness Business | How to Create Your Fitness Marketing Calendar
www.fitnessmarketingmuscle.com/category/fitness-business
The MOST consistent problem every fitness business faces is lead generation. Time and time again we get e-mails and phone calls from fitness professionals and studio owners asking us what they can do to get more leads.
So, what’s the secret? Is it a new marketing campaign? A new tool that will instantly allow you to bring in droves of prospects? A special system?
The answer is all of the above. But what you need first is a fitness marketing calendar. You need a battle plan of attack to reach your marketing goals. And it should be well planned out in detail at least 3-6 months in advance. This is the ONLY way you’ll ever get out of the “what can I do to get new clients this month hole.” Everyone I know of who’s growing at a good clip has one. And everyone I’ve ever spoken with that is struggling does not.
The quality of your plan (or lack thereof) is the bedrock of your fitness marketing success.
Here are seven keys to creating a solid fitness marketing calendar:
Set clear goals– Be sure you apply this concept to your business and your fitness marketing activities. You must define specifically what you want to accomplish in terms of both lead generation and new client acquisition.
Define your external marketing activities– External marketing activities are things you do to go find new leads and prospects for your business. It’s about getting in front of people who don’t know you already. You must define WHO is your client, WHAT you’re going to say to them (and the offer you’re going to make), and then HOW you will communicate your message and offer to your market. There are lots of “how’s” and you should be using them all. Those who struggle rely on just one media or method of communicating. Those who dominate use it all– public speaking, advertising, direct mail, internet marketing, publicity, etc.
Define your ongoing internal marketing activities- Most people ignore the “acres of diamonds” in their own backyard. They have no database of their clients, prospects, publicity contacts, etc. to even market to if they wanted. If you’re not doing the simple activities like sending a weekly e-mail newsletter to your SOI and mailing a hard copy monthly print newsletter then that is where you start. Successful fitness businesses market both online and offline. You should also have a good prospect to client conversion campaign in place so you can follow up with all your new leads who don’t immediately request a consult, but say ‘tell me more’.
Define any ‘special promotions’ that you’re going to run– Special promotions are things you’ll run throughout the year like client reactivation campaigns, raising the rate campaigns, Holiday promotions and specials, new program announcements (like a summer bootcamp), and more. Start with the list above and add more as you get going. Eventually you can have 1-2 promotions running simultaneously every month.
Put it all in writing– You can’t “think” about this stuff and leave it in your head. You must put your plan in writing and put as much detail into your plan as possible. Once you do that you move away from asking yourself “what can I do this month” to asking yourself “how can I do MORE this month” which will get you in the mindset required to continually move yourself to working more ON the business instead of IN the business
Block time in your schedule to implement your plan– A good plan means nothing without implementation and execution. You must block time in your schedule every day/week/month to implement your fitness marketing plan.
Get help when you need it– Most people that struggle try to do it all themselves. That mindset will forever limit your growth. You must get support. And you must learn how to delegate.
Ok, there you have some guidelines to get started. Make it a successful new year!
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Posted on: Friday, March 19, 2010 at 6:06 pm 
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