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ADVERTISINGSTRATEGIES

FITNESS BUSINESS OWNERSFOR

Your step-by-step guide to pro�tably acquiring new clients for your �tness business each and every month!

www.netprofitexplosion.com


Thanks to the incredible opportunities now available for small business owners with the growth of digital advertising platforms… there is virtually no barrier to entry. Everyone can be advertising (and should be if you need more clients). You can start with as low as a $/£10 advertising budget.

While there are dozens of low cost and no cost fitness business marketing strategies… advertising is one strategy that holds tremendous opportunity to accelerate your business growth quickly.

Once you’ve got it working… you can go as fast as you’re able to keep up with onboarding new clients for your business!

WHY THIS GUIDE MATTERS



THE MOST IMPORTANT QUESTION

What can you afford to spend in profitably acquiring a new client for your business AND staying cash flow positive in doing so?”When you can profitably acquire new clients for your business AND stay cash flow positive in doing so… there is virtually nothing holding you back from bringing many new clients in the door fast.

However, we recommend advertising at the pace at which you can still ensure quality in service delivery. Clients must be happy in working with you and your business. There is no point in growing any faster than that. Unhappy clients leaving your business will do much more damage than simply having patience with a steady growth rate over time.

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Profitable advertising starts with knowing “the numbers” in your business.

What’s the average client worth to your business?

How can you increase your average annual client value?

How can you accelerate cash flow with new clients within the first 30 days?

The more a client spends with your business, the more you can afford to invest in bringing them in the door.

Raise your session rates, sell bigger packages, add additional product or service offerings to your business.

Add a “joining” fee to new client memberships (an additional 100-200 joining fee gives you more cash to invest in advertising while staying cash flow positive with bringing new clients in the door).

NUMBERS



Let’s assume a client is worth an average of 2,000 per year to your business, you add a “new member joining fee” of 200, and you can reasonably manage onboarding 20 new clients per month.

44,000 in annual revenue added to your business each month at a growth rate of 20 new clients per month

GOALSOnce you know what a client is worth to your business, have maximized annual client value, and have taken advantage of opportunities to accelerate cash flow received from a new client in the first 30 days… it’s time to set some advertising goals.

That means you can afford to invest 4,000 in advertising each month (revenue from joining fee) and still be “cash flow positive” in adding 40,000 of new annual revenue to your business each and every month.

With these assumptions, your advertising GOAL is to then bring in 20 new clients for LESS THAN 4,000 in advertising spend. When you’re able to do this, you have achieved the “holy grail” of advertising and business growth with a negative customer acquisi-tion cost each month for your business!

20

NOTE:

20TOTAL

2,000200

6 months 44,000

40,0004,000

264,000 in annual revenue

(average annual value)

(joining fee)

xx+

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=x

=

2

1

3

4



TARGET MARKETThe days of “spray and pray” advertising are long gone. Thanks to the rise of digital marketing platforms like Facebook, you are now able to “micro-target” your prospect.

This has forever changed the game in advertising because it reduces wasteful advertising spend. Knowing WHO you want to reach, WHERE they live (or work) and WHY they buy is mission critical for becoming effective with all advertising efforts.

RECOMMENDED RESOURCE:10 Questions to Define Your Best Prospective Client Worksheet

AMBER

JOHNSONSUPERMOM“

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SWIFTCHALLENGE YOURSELF“

EMMA “WILLIAM

MORROWBUSY CEO

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http://www.netprofitexplosion.com/2015/12/10-questions-to-define-your-best-prospective-client/


POSITIONING

EXAMPLE #1:Since 1999, CrossFit Tri-town has helped over 3,987 Fairfield county athletes smash their performance goals and set new PRs.

Unlike overcrowded group training facilities with aggressive programming that can leave you broken and injured, our clients say they most love our smaller group sessions that are customized to your specific fitness level and goals.

EXAMPLE #2:For over 17 years, Method Athletics has been trusted by local Scottsdale residents and over 30 LPGA and PGA tour professionals across the USA for providing complete golf conditioning and performance training that will have you performing at your personal best.

Unlike CrossFit gyms and large boot camps that put everyone into the same large group and give you “cookie cutter” workout templates, our private sessions are based on your specific fitness level and goals and give you personal attention to ensure you’ll be playing at your best at any age.

All consumers are trained to be skeptical of advertising claims.

The market expects you to say nice things about yourself and your business. Your job is to stand out from the competition. This process begins by crafting a strong company positioning statement.

Your company positioning statement defines how you’re different and why your prospect would be a fool to choose working with anyone but you!

RECOMMENDED RESOURCE:Fitness Business Sales and Marketing Planning Guide


http://www.netprofitexplosion.com/guide/sales-and-marketing-planning-guide/


CREATIVEAdvertising creative is made up of several elements, but the three most important are:

How are you inviting a prospect to move forward in your marketing lifecycle? Are you making a free or paid offer? How do they need to respond to take advantage of your offer? Do they call you, go to your website, etc.?

Copy represents your brand voice and message. What type of tone do you have when your brand speaks to a prospect? What type of headline format are you using? What does your body copy look like? Do you use the vocabulary of your prospect?

Design and imaging is how you “dress up” your ad to go to work… and appearances matter. Make sure your look and feel aligns with your target market and company positioning statement to best showcase your brand.

A. THE OFFER

B. COPY

C. DESIGN & IMAGES

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“Working with the Custom Fit System I’ve lost over 20 pounds, almost 5 inches off my waist and another off my hips!

Only 15 Spots Available!!Call NOW to reserve your place 812-437-CFPT (2378)

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women who want the TRUTH about lasting weight loss and real body transformation.

If you would like to take charge and make the fi rst step to changing your fi tness future, call me at 812-437-CFPT (2378) and mention that you saw this in the Live It Up magazine and we will reserve a spot for you in our “6 Week Summer Shape Up” Program, a $625+ Value for only $397!!

This program includes:• 18 fat blasting training sessions with a Custom Fit Fitness Professional ($540 Value) • Nutritional Crash Course Seminar. Learn the secrets to eating for your fi tness and weight loss goals. ($37 Value)• 6 Week Membership at Custom Fit’s private training studio. ($48 Value)• Unlimited Email Coaching (Priceless)

This program is only available if you call before April 19th, and is ONLY available to the FIRST15 APPLICANTS! So call NOW to reserve your place and be in your best shape ever this summer! My promise to you is that you will get the fi tness and weight loss results you want... GUARANTEED! If you are not thrilled with what you have accomplished upon completion of your program I WILL REFUND 100% OF YOUR MONEY AND BUY YOU 2 TRAINING SESSIONS AT ANY OTHER FACILITY IN TOWN! Call TODAY 437-CFPT (2378) to reserve your spot in the 6 Week Summer Shape Up program!

6 WEEK SUMMER SHAPE UP

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FINALLY.......A GUARANTEED System for Transforming Your Body That Works EVERY TIME.....Even If You Have Been

Unsuccessful in the Past!

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B

A

B

CA



MEDIA BUY

Media buying is where you can directly influence the success or failure of all your efforts. Spend too much and it’s tough to get a positive return. Don’t spend enough and you won’t get your ad in front of the quantity (or quality) of prospects needed to achieve your goals.

On digital platforms, you can start with small budgets and prove the success of your ad before increasing your spend.

With offline advertising, you have one shot to get it right before knowing the results of your efforts. Generally this requires a larger initial investment, but many local print media advertisements are still much more effective at reaching older demographic target markets.

And with the rush to online media by so many advertisers, you can often get print media at a much reduced cost than just a few years ago.

ONLINE MEDIA ADVERTISING OFFLINE MEDIA ADVERTISING OPPORTUNITIES:

ONLINE VS. OFFLINE MEDIA BUYS

» Facebook » Instagram » Twitter » Google Adwords » Google Display Network » Yahoo/Bing Network » Banner ads » Email list rental » What else?

» Print newspaper ad » Newspaper inserts » Local magazines » Local radio » Local television » List rental and direct mail » What else?


© SERG Holdings, LLC All Rights Reserved

TRACK & REVIEWDIGITAL ADVERTISING METRICS: OFFLINE ADVERTISING METRICS:

» Total invested » Total clicks » Cost per click » Total leads » Conversion % » Cost per lead » Total sales » Cost per sale » ROI (return on investment)

» Total invested » Page views (for drivingv to web) » Total leads » Conversion % » Cost per lead » Total sales » Cost per sale » ROI (return on investment)

The BEST advertising results come from consistently tracking, reviewing, and optimizing your advertising over time.

Reviewing your numbers will show the greatest area of opportunity to improve your results.

Start at the beginning of the guide and review again from top to bottom to improve.


BONUS: TESTING (optional but recommended)

MOST IMPORTANT ELEMENTS TO TEST: » Offers (including price point) » Media » Targeting » Copy » Design and imaging

Testing is often where the biggest breakthroughs in your marketing and advertising results will come from.

What you THINK may work best often will be proven wrong. The ONLY opinion that matters is the market’s.

Keep testing until you have “won the game” and are generating new clients at negative acquisition cost.



SUMMARYThere is no barrier to entry for every fitness business owner to use advertising for profitably acquiring new clients into your business each month.

While there are dozens of low cost and no cost fitness business marketing strategies… advertising is one strategy that holds tremendous opportunity to grow your business quickly.

Get it working, then accelerate your new customer acquisition as fast as you’re able to keep up with onboarding new clients for your business!


Customize a plan for growing your fitness business to the next level by requesting a complimentary diagnostic consultation at

www.NetProfitExplosion.com/consultation


http://www.netprofitexplosion.com

http://www.NetProfitExplosion.com/consultation


Request a complimentary diagnostic consultation now at


Don’t get stuck. Speak with an expert coach who can support you in customizing a plan to grow your

fitness business to the next level!






Customize a plan for growing your fitness business to the next level by requesting a complimentary diagnostic consultation at


The only global fitness community that empowers entrepreneurs at every stage of growth and development.

For nearly 10 years, we’ve served over 21,432 clients in 94 countries.

NPE has three offices in Orlando, London and Sydney.

www.NetProfitExplosion.com © SERG Holdings LLC All Rights Reserved

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