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by individual media channel. We closely monitor total joins, the percentage of new members joining BC( new join BC %), and how each media channel is contributing to overall performance,” Nguyen shared.“ Cost per join( CPJ) is a critical efficiency metric we evaluate throughout the campaign to ensure we are acquiring members in a cost-effective manner. In addition to join metrics, we also assess digital performance indicators such as click-through rates( CTR), impressions and return on ad spend( ROAS) to better understand audience engagement and campaign reach.”
At Grand Fitness, key indicators include leads collected during a lead generation period, total joins, BC % of joins and cost per join. Pinnacle Fitness uses metrics like member count, Black Card membership percentage and EFT.
There are also tools to help predict how a presale will go. Nguyen said National Fitness Partners uses Tango to“ forecast presale performance, including projected member counts, Black Card percentages and long-term financial projects for the club at full maturity.”
While these tools can be helpful, the predictions may not be 100 % accurate, so National Fitness Partners evaluates ways to edit the tools to account for certain factors and fluctuations.“ These forecasting methods have evolved over time, particularly in response to changes in our membership pricing structure, which has had a direct impact on presale expectations and performance modeling,” Nguyen said.“ Looking ahead, we plan to incorporate a seasonal curve into our predictive modeling to account for fluctuations in performance based on time of year.
“ Additionally, we are taking a more detailed look at infill versus greenfield markets to enhance accuracy. We are also preparing to test a‘ first month free’ offer for presales, which will shift our
“ Our presales are primarily driven through online channels; however, we still incorporate a physical component for community engagement.
– Vanni Nguyen, National Fitness Partners Director of Local Marketing
predictive outlook – acknowledging an initial financial loss but anticipating greater long-term value compared to a $ 19.99 / month promotional strategy,” she continued.
When running a presale, there are many strategies to use. Some strategies may work better in some areas than others, and sometimes, it may take trial and error to see what presale strategy works best. Finding the right presale strategy for your club can be beneficial for reaching a greater network of members before the club even opens.
“ Each presale presents an opportunity to improve and evolve our approach to better serve new communities and drive strong performance,” said Nguyen. G
Julia Sanders is the PFIFC senior communications coordinator and the associate editor of Geared Up. Sanders may be reached at julias @ pffranchisee. org or 678-737-2396.
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* https:// www. lcs. com / 2024 / 05 / 07 / 7-workplace-benefits-that-employees-want-most / & https:// onpay. com / insights / benefits-employees-want / Securities offered through Raymond James Financial Services, Inc., member FINRA / SIPC. Investment advisory services offered through Raymond James Financial Services Advisors, Inc. Hall Financial Advisors is not a registered broker / dealer and is independent of Raymond James Financial Services. # 796108 05.26
GearedUp | 2025 Issue 3
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