We can see that most companies use celebrities to present themselves.
Because?
The intention of the advertisement is to connect with the customer through a common point:
admiration for a person.
The essential thing to convey with our advertisement is the benefits for the client and to evoke emotion.
How to create an emotional relationship with a client?
There are 6 essential points to touch the emotional core:
- Security: physical and hygienic
- Sympathy: relationship with other customers, club staff (the customer should feel heard and supported)
- General well-being: The client should have constant comfort, simplicity, speed, energy, health (offering nutrition services), and a cheerful attitude (eager to train again).
- Pride: Having the best brands available will make the customer feel proud to belong to your gym and will make them feel like they belong to a social group.
- Novelty: You should acquire the latest models on the market and maintain the ones you already have in good condition (nobody likes to train with a rusty or broken machine). Another good strategy is to offer customers services or products that aren't yet available (for this, it's good to have contacts and be very attentive to opportunities).
- Economy: the best possible value for money (you must be aware of competitors' rates and offers to be competitive).
Our goal is for the client to feel they have invested their money wisely. We will achieve this by ensuring they get the results they expected from the start.
To achieve this, we must adapt to each client and dedicate individual attention to them. It's essential to keep the gym organized and avoid mixing up client records. This last point is primarily the responsibility of the instructors and coaches.
They need to be friendly and attentive to listen to the customer and quickly understand their goals in order to show them the machines or areas of the gym that may interest them most, thus captivating them completely.
First impressions are crucial and happen in seconds. To stand out and quickly attract customers, we must present one to three key advantages we offer.
The main image is emitted through sight.
You need an eye-catching advertisement that inspires confidence and professionalism. It's important to convey a message of benefits to the consumer rather than a message of company grandeur. In other words: health, reducing body fat percentage, increasing endurance, etc., instead of showcasing your gyms, machines, and facilities in general.
The best trick to attract customers is to use a hook (promotions, discounts, offers, or events with a deadline). The customer will feel some pressure to take advantage of the opportunity and find out more quickly.
Once you've captured their attention, the hardest part is over. If you've followed the steps above, the client will feel welcome at the gym and therefore have every reason to make the purchase.
Strategies to get potential customers interested in the gym and not ignore it:
- Use direct and underutilized channels (phone message or email)
- Use original formats: people receive too many brochures, and most aren't interested in them, so they don't read them, and some don't even pick them up. However, by hanging the ad on the doorknob, at least they're more likely to pick it up and read it. Important! Never stick it on the door; this could annoy the customer.
- Use quality materials. Regular paper is likely to be thrown away, while a card is more easily kept.
It's also important to use a striking image or a catchy phrase. As we've already mentioned, emotional messages are more effective. Therefore, the ad should be broken down into two stages:
- To excite: with the benefits for the client (money savings, general well-being, good results…)
- Describe: Show the positive and noteworthy aspects of the company (good facilities, wide variety of machines…)
Another important point for your advertising to work is to launch it through different media, as this creates a constant presence effect and gives the customer confidence.