is a two way street. Lynsey says you
can make a real connection with your
members by interacting and this can
be as simple as having a return email
address or asking for comments on a
Facebook post. One of the biggest
advantages of social media, according
It’s not a surprise
anymore to
hear the email
notification
sound. Marketing
has become so
commonplace that
if the message isn’t
relevant, engaging
or unique, it’s often
overlooked.
14
to Justin is the geo-tagging ability to
‘check in’ to a location, which lends
itself extremely well to word-of-mouth
marketing. ‘By doing this [checking in],
their friends will see it on their newsfeed
and this could spark an interest for the
member and their friend to have a
conversation about your business.’
It’s not a surprise anymore to hear the
email notification sound. Marketing has
become so commonplace that if the
message isn’t relevant, engaging or
unique, it’s often overlooked.
Communication comes into play within
every aspect of your business and
facility, including non-verbal forms.
What is the overall brand message you
are sending? ‘Consider your gym as an
experience,’ says Damien. ‘How do you
present this to your members from the
moment they walk in the door?’
Everything from the greeting from your
staff to the cleanliness, layout, design
and machinery send a specific brand
message. Damien says to consider the
message you would like to craft from all
of these elements and make your staff
an integral part of delivering it.
Whichever forms of communication
you decide to use, the common
denominator is consistency. ‘If you send
a newsletter each month,’ says Lynsey,
‘send it at a regular time and post
consistently to your social accounts.’
Devote time to developing the best
communication plan for your members
to ensure your messages are heard loud
and clear!
1 http://www.smh.com.au/digital-life/
mobiles/twothirds-of-aussies-own-asmartphone-report-20130729-2quj1.html
WHAT’S NEW IN FITNESS - AUTUMN 2016