Club Insider

Q1: The Referral Campaign

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Deneen LapradeDeneen Laprade

The new year 2014 has just begun, and as is every New Year, it is a gift full of promise and growth yet to be realized. Now is the time to roll up your sleeves and turn to page one of your marketing plan!

January has energy unlike any other month in the fitness industry. Consider this statistic: "More than 12% of gym members join in January, compared to an average of 8.3% per month for the full year," according to the International Health, Racquet, and Sportsclub Association (IHRSA)*. Clearly, New Year's resolutions are a powerful motivator, and by their very nature, they force people out of their comfort zones and into your clubs. Make the most of this uptick in new member sales by implementing timely, creative and exciting internal and external marketing campaigns to generate leads and empower your brand. Hint: They should jump off the pages of your marketing plan!

Time your marketing campaigns to coincide with the industry's buying cycles. Connecting the dots of when to put forth various campaigns and promotions will improve the results (i.e. the number of leads generated), and ultimately, they will net you a better return on your investment. Purposefully highlight the departments you've identified as underperforming and feature them in your campaigns, effectively driving leads to key areas throughout your club.

Right now, let's focus on the components of the campaign itself. Think about it. You just brought in a whole new group of members who are excited by their experiences with you and are beginning to see the possibility of success. They're telling their friends, family and co-workers about the new things they're trying and how they feel great about it. Why not entice them to bring those same folks in to have their own rewarding experiences? Now is the time to create a tiered reward system to get leads from your members.

The tiers, or layers, of the member referral campaign are pretty simple and relatively easy on the budget. Let's take a look:

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