The fitness industry has become insanely competitive over the years, especially after the pandemic. And because of that, fitness franchise brands may find local competition tough for franchisees to overcome.
Now, more than ever, the way to win the game is in the community.
People want to know you, your name, your brand, your product offering, and hear your passion for the results you deliver.
It's not easy work. It's far easier to place an ad and hope the door swings open. For franchisees, this is the ultimate differentiator in a record-breaking grand opening and consistent local store marketing.
So, how do you set your franchisees up for success? Lead generation.
It's imperative to generate a presence in your local community. The franchisee themselves are great representatives in the community, along with the trainers, GMs and staff.
Discover our go-to lead generation tips
SOCIAL ENGAGEMENTS
Know where your client demographic shops, eats, plays
Attend block parties, chamber of commerce events, city events, anything to connect you to the local area you are in
HYPER-LOCAL GROUPS
Join local Facebook groups
Join city event pages
Join mom groups - in person and online
Members often post asking where people workout, have meet-ups, etc.
You can comment about your gym and share results
Post event information and links to your page
Join book clubs
Sponsor a hole in a golf tournament
B-2-B
Create a business-to-business strategy with advantageous partnerships that benefit both parties—you and the other business
Locally owned businesses are more likely to work with you if they benefit from the relationship
Bring a swag bag, including branded items or your first-time guest offer
Once your franchisees are ingrained in the community, layering on additional local marketing practices adds volume and a higher-quality lead due to your in-market exposure.
MEMBER REFERRALS
Prospects will always trust a friend more than an ad, so designing a powerful referral program is key
Get creative and incentivize your existing members to get new people through the door and trying your workouts
Incentivize your members to bring a friend and enter to win tickets to a concert, sports game, festival, and art exhibit
Many brands have ongoing member referral incentives to execute regularly like refer a friend and you get one month free
SOCIAL MEDIA ADS
Local prospects are on Facebook and Instagram, so you need to be advertising on the platforms
Include imagery of your target audience
Highlight what makes you different
Don’t anticipate prospects watching the ad with sound
Include a CTA
CTA should lead to a simple, easy-to-use lead form
ORGANIC SOCIAL MEDIA
Your ads will perform better, faster, and stronger, if your franchisee social pages are robust, branded, and value-packed
Investing in a strong social presence is mandatory for attracting leads
Incorporate member testimonials, trainer spotlights, workout tips, and community-forward content to get prospects excited about your brand and interested in taking a class
Pro Tip: Regularly survey your social media followers to discover what content they want to see most from your brand!
Curious about optimizing Instagram content? Visit our blog, 8 Ways to Get 3X More Instagram Engagement for Your Franchise Brand, to learn more
EMAIL MARKETING
With this classic tactic, you have the ability to track the behaviors of your prospects
Understand what subject lines entice them, what times of the day they open emails, and more
Subject Line Inspo We’re Into
Your Goal Body is Calling
New Classes Starting Soon
You Want Results & We Can Help
Let’s Start Your Health Journey Together
Move More & Feel Better
Workouts That Fit Any Schedule
Burn More & Pay Less
Affordable Personal Trainers You’ll Love
Hit Your Goals & Don’t Break the Bank
Weight-Loss Made Easier
Remember: even in 2023, an era of social media and smart phones, becoming the Mayor of your community still wins all day long.
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