In this growing industry, it is becoming more and more challenging for personal training and fitness businesses to stand out. It is therefore, very important you understand the principles of marketing and how to use them to optimise your business.
The purpose of marketing your business should be to identify and then communicate the benefits of what your business offers to your target market. You will need to consider which marketing activity or activities will ensure your target market know about the services you offer, and why they meet their needs. There are many ways to achieve this, such as various forms of advertising and promotional activities.
Your marketing plan should be reviewed and updated regularly so you can respond quickly to changes in your customers needs and attitudes. Successful marketing depends on the suitability of each of the 4 P's in meeting your customers needs.
The 4 P's
Product (or service)
It is important that you ensure that each 'P' fits the market your are targeting. They also need to interact effectively......
Imagine a customer coming across your high quality flyer advertising your leading personal training services, paired with your high price tag, but then your location or maybe even your appearance/personality doesn't 'fit' that perception that they now have of you. All successful businesses ensure that their 'marketing mix' interacts and fits the needs and wants of its customers.
Developing your Marketing Mix
Selling a service needs a clear vision and strategy that overcomes the difficulties of selling something that people cannot see, touch, smell or hear.
What can your clients expect from your service?
What are the benefits of your service?
Can you link with other businesses which offer services that reflect your business quality?
Can you develop a brand image that helps create an identity that the customer can relate to?
It's important to gain regular feedback from your customers and allow for seasonal fluctuations. The fitness industry is very trend-based and you need to keep a keen eye on what's 'in' and 'out'....
Things to ask yourself....
What are your customers willing to pay?
What are your competitors charging?
Does the price favourably reflect the rest of your 4 P's?
How much does it cost you to deliver your service?
How are you going to reach your target market?
At client's home
At Personal Training studio
At your home or studio
Corporate facilities (other businesses)
Community centres/ schools/colleges etc.
Your business location should conform with the other 'P's' of the marketing mix.
You need to initially make customers aware of your service and grab their attention. It is the important to create a desire, emphasising the benefits of your service, and create a push to action which encourage the customer to contact you!
How are you going to tell your customers about your business?
How are you going to convince them to buy your service?
You may want to consider the Promotional Mix, which includes:
Direct Marketing - generating a mailing list
Sales Promotion - competitions, vouchers, free gifts, free samples etc.
Press and Public Relations - a face-to-face event is an excellent opportunity for a personal trainer to allow potential customers to meet you and develop a relationship.