If you’re like most gyms, you’ve got several promotional strategies in the works. And while modern tactics such as SMS updates, blog posts, and social media management are all excellent additions to your marketing suite, the one you truly cannot afford to do without is a tried-and-true golden oldie: referrals.
Knowing you need referrals and actually getting them, however, are two different matters. It’s not as simple as a request for a good review – although that can certainly help. An effective customer referral strategy, however, involves more than that. Here are some tips to get you headed in the right direction.
Too often, gym owners employ marketing tactics that reward the people doing the referring. But if there’s no incentive for the person being referred, nothing has changed for them. They’re still examining every option on the market and will make their decision accordingly. You need to create enticement for the prospect to pick you over anyone else, which means a reward: 10 percent off, two free days, a reduced trial membership, one free personal training, what-have-you. Just don’t skip it, or you won’t see the results you’re looking for.
According to a poll from Business 2 Community in partnership with Nielsen, 82 percent of Americans seek opinions from friends and family before making a purchase, while 67 percent say they’re more likely to purchase a product after a friend or family member shares it via social media or email. It’s not hard to see why you should be making social a priority. It’s not enough to simply hope, or even ask, for them, though. Instead, incentivize: a further 88 percent said they would like to receive a reward for a social share. So give the people what they want. You could, for instance, offer kickbacks, discounts or free juices at the juice bar.
Plenty of gyms offer great incentives for referrers, and even for people who take them up on the information, but fail in one basic respect: they don’t advertise that those incentives are there. It doesn’t matter how great your perks are if no one knows about them, so start putting that information in easy-to-find places. It should be above the fold on your website (i.e. visible without visitors having to scroll), on your front-desk flyers, and on the front window of your gym. Make it obvious, so people have no excuse not to give you a try.
At the end of the day, customers are most likely to give a great endorsement when they love your product or service. While you can certainly use all of the above marketing tricks, ensuring that your gym members are happy and fulfilled is the best way to keep those referrals rolling in.
One of the best ways to keep members happy is to make the experience a smooth and easy one. From your own software – which keeps track of their passes, points, credits or whatever other systems you use – to the gym management software you rely on to help them monitor their own improvement, you have a sizable opportunity to influence that opportunity for the better. Here at Wodify, that’s exactly what we do, so get in touch to learn more today.