Summer Doesn't Have To Be Slow
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Jon Butts, Founder and President of Muscle Up Marketing
Summertime is here, which means several things: the weather is warm, children are out of school, family vacations are in full effect and club owners nationwide are worried about keeping their membership numbers up during this historically slow time of the year. Club owners ask me all the time what they should do during the summer in regards to marketing. My answer? Keep going!
Marketing is not a "sometime" thing; it's an "all the time" thing. Any club owner that believes otherwise will see less than desirable results with their membership numbers. The most successful clubs I have worked with over the years stay consistent and market every month; this is not a coincidence.
Yes, it often makes sense to scale the marketing budget back a little during the summer months, but marketing is something that needs to happen at all clubs every single day of the year. The good news is there are many options out there to keep the membership numbers strong without breaking the bank. One of my favorite ways to do this is through a well-executed member referral campaign.
How It Works
Set up a referral campaign that runs through the end of August where friends and family members can get 30 days free, risk free. When they come in to use it, collect their billing information and tell them they can cancel the membership anytime in the first 30 days during their trial period. If they don't cancel, they will be billed the next month. This is the same structure as Amazon Prime, Netflix and other companies, and it's becoming more and more commonly practiced.
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