A boot camp marketing guest post by Bedros Keuilian
In a recent survey that was conducted with over 50,000 fitness pros who owned or operated fitness boot camps, more than 60% reported annual income of under $50,000 year.
The results of the survey were eye opening to say the least and further proves that boot camp marketing is the determining factor when it comes to market place success.
The same survey showed that 82% of the fitness industry is making under $100K a year. Again eye opening numbers, because the fitness boot camp owners in the know are comfortably generating over $100K a year.
Now, if you’re looking for better bootcamp marketing tactics, this post is going to give you plenty of hope.
First off, you cant blame your boot camp marketing issues on the economy. You and I both know that the economy will straighten out. It will never be like it was in the past. That was a false economy, built on a house of cards, destined to come crumbling down onto itself.
But it will get better. We’re seeing signs of the NEW economy emerging.
Now there REALLY GOOD NEWS in this for YOU.
See, a recession is like “natural selection” of the business world.
The entrepreneurially weak, systematically unorganized, “flying by the seat of their pants” boot camp owner has been weeded out.
This leaves YOU in a position of power IF you position yourself for boot camp marketing superiority.
Market superiority is the process of YOU positioning YOUR business as the single obvious choice in your community for anyone seeking a personal trainer or fitness and fat loss results.
Market superiority is you having a defined niche. Carving out a segment of the population and becoming the expert to those people.
Market superiority is knowing EXACTLY who your avatar is.
Market superiority is you knowing who your ideal avatar is and where you can find them in your community.
- where they shop
- what newspapers and publications they read
- what social or business groups they hang out in
- what businesses they frequent
- and what their greatest pains are (fat loss, tight tone body, more confidence, energy?)
- what their fitness and fat loss desires are
- who their facebook, twitter, and linked-in social groups are
- what fan pages they “like” most
- what they’re searching for on google
- what radio stations they listen to
- what TV channels they watch
Market superiority is knowing how to reach your prospect using the above mentioned vehicles.
Market superiority is knowing how to craft an offer that gets them to act on it.
Market superiority is realizing that it’s not just about building a massive email list, but even more importantly about building a massively deep and authentic relationship with that list.
Market superiority is establishing authority, credibility, and likeability with your list and within your community which ultimately translates to TRUST.
And TRUST is the single biggest reason why people will buy from you.
Market superiority is having your fitness boot camp talked about and you involved in the community.
Market superiority is having systems, scripts, and processes for selling, answering inquiry calls and email.
Market superiority is having retention, referral generation and even reactivation systems in place
Now imagine if you established market superiority today… what would that mean for your personal training or boot camp business?
And imagine the market share that you’ll dominate and the security that you’ll have in the new economy, when more personal trainers or boot camps come into the industry.
That is power in the market space, and smart boot camp marketing strategies can help you take market share in your community.
Consider running social proof driven, direct response ads in local publications that make low barrier – high value offers.
Or penetrating the email list of local businesses who serve your ideal client such as; tanning solons, day spas, and hair solons. A simple endorsed and irresistible offer to these lists will drive tons of traffic to your business.
Another brilliant boot camp marketing idea for you is to take pictures of people working out in your boot camps and then post them on Facebook and tag your clients. When their friends “like” or comment of the photo, offer them a free week to your boot camp.
And one of my favorite ways to quickly build your boot camp up is to build your house list. Be sure to capture the email address of all your clients, prospects, businesses associates, and even past clients. If you don’t have an email newsletter system consider getting FitPro Newsletter and stay in constant contact with your list.
Always deliver high value content to them, build a solid relationship and be get them to know, like, and trust you and when you do this you’ll find that you’re getting steady streams of new clients.
Bedros Keuilian is a fitness marketing expert and specializes in helping fitness boot camps grow their business to six figures.