about it,” added Choquette.“ You end up making these members really want to come in, and it keeps them using the club. If our usage goes up, our retail goes up.”
Choquette estimates that Anchor Management brings in up to $ 80,000 per month in retail sales across nine of its clubs.“ We’ ve had the best year ever. Generally, our retention is much higher, which is what everybody is after,” said Choquette.
He suggests that rethinking your marketing can save a lot of money and isn’ t very difficult, but it takes some common sense. For example, since corporate typically gears up with a big campaign around New Year’ s Eve, Choquette advises spending less money that month.“ There is so much hype going up into January, and that’ s your biggest season,” he said.“ Typically wordof-mouth and the encouragement from other people and the buzz are good enough to get people talking.”
Balance is created by honoring what corporate dictates as a mandatory sale, which is good since there is so much national advertising for it, but supplementing those promotions with in-house campaigns centered on having a quality club.
“ You can do a lot in-house, club-to-club or region-to-region for a lot less money because your team and your promotions and your theme are all in line with what you are promoting that month,” said Choquette.“ It’ s all about taking a look at your business as if you were walking in as a member and evaluating what you would like to see.” G
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Christina Cannon is the PFIFA communications manager and the associate editor of Geared Up. You can reach Cannon at 678-797-5160 or christinac @ pffranchisee. org.
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GearedUp | 2016 Issue 3
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