Getting people to come into your facility is one of the most difficult things for most business and gym owners to do. Creating a strategy and understanding how to do it is even more difficult.
The awareness stage begins with getting people aware that you exist and working to convince them to come into your facility for a low barrier opportunity or you go somewhere that you can partner with another business to attract more people to your brand.
To do this you want to offer simple workshops that shouldn't take more than an hour to do. The price of entry to these workshops is an email address so you can send them email follow ups after and invite them to future seminars.
Now it's important to point out that the goal of these seminars is to move people into your monthly memberships not to try to market workshops as an additional revenue stream.
As you gain a larger email list you can potentially do workshops that you charge for, but for this blog we are focusing on building awareness around your brand through workshops.
These workshops don't need to be extremely in depth, but they should tackle common pain points people give you. Some examples of these workshops include:
- Shoulder Pain Relief
- Low back pain relief
- Meal planning
- Everyday nutrition
- Simple stretches for pain relief
The point behind the topics I listed is that they are there to showcase your expertise and to showcase the fact that you work with everyday people who have real life pains. Not to mention that it builds a relationship with people who are not connected to your brand.
I would set up a monthly or bi monthly workshop series, create Facebook events for each one, and make them register for it through a CRM or another registration tool. This allows you to collect their email address and contact info.
Once you get this setup you can make a short (1-2min) promo video post to your social media accounts, ask your members to share it and email it to your list. The most important things to be aware of here are that:
- You HAVE to be consistent with this or it won't work. Posting about the workshop 2x per week and emailing it out twice per week is a good strategy.
- The emails you collect should be entered into a sequence that nurtures them long term with your newsletter or a specific campaign and about every 3-5 nurturing emails they should get some sort of call to action asking them to come in for a consultation. You're building trust and brand awareness with the workshops, but you won't sell them until you ask.
This is an excellent way to showcase the fact that you work with regular people who have regular pains and to collect their info to get them into your facility as members later on.
This is especially effective if you sell a very high priced fundamentals program as your primary offer. You can choose to charge for this or not, but remember this is to drive people into your core product of fundamentals + memberships and if you do this long enough it gives you a very large list of people to market to in the future.