Question

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Member Appreciation Week-how Do I Use It For Sales

Posted by Anonymous on 5/26/2009 at 5:23 PM ET 250 Points
I'm looking for creative ways to boost membership and personal training sales in my health club by holding a member appreciation week. Our ideas so far are daily raffles (daily prizes and a grand prize of a 3 month personal training package), free guests(w/ incentives for bringing guests). All of this will culminate in a health fair w/ speakers, booths staffed by local businesses we are partnering with (for ex. an organic food market) etc. Any ideas for how we can really get some new members and Personal Training out of this?? I really want our members to enjoy it, but my primary objective is generating new business through referrals.
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  • Posted by Gary Bloomer on 5/26/2009 at 6:59 PM Accepted
    Dear Rjwillia591,

    For referrals, you need to make it worth the while of the person doing the referring. If you ignore this, your effort will probably fail.
    To make it work, you've got to show the people you're bring in that becoming a member of the fold brings them value, and that they too could be a winner at some point down the road.

    This means offering the person doing the referring something big, something unforgettable, and something worth their while.

    Recently, one company I heard of was offering its existing customers a 100 percent discount if the brought in four new referrals. The referrals had to became paying customers for the referrer to get their discount, and each new person brought in and who signed up was worth a 25 percent discount on the referrer's service of whatever it was. But the service discount totalled 100 percent.

    Another scheme ran a $50 gift card for every new sign-up a current member brought on board, with, of course, the $50 sign up bonus being less than the value of the inbound new person, but still worth fifty bucks to the person doing the referring.

    And, every referrer was entered into a prize draw, for which the prize was a 50" flat screen TV.

    The trick to all this is showing potential referrers that people they know are signing up and winning something ... something of value.
    It's got to be something they want, or that they aspire to: perfect six pack abs in four weeks, or whatever.

    Anyway, I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted by Jay Hamilton-Roth on 5/27/2009 at 10:59 AM Accepted
    Why not kick off a season-long contest: lose the most weight (a la https://www.nbc.com/The_Biggest_Loser/), the fittest (resting heart rate), the strongest, etc. Blog, Twitter, etc.? each week's standings. Have the end of the contest be another event, where the winner(s) get substantial prizes (other than the body they're wanting) - ideally offered by co-marketing partners (a trip to exotic locations, etc.).
  • Posted by Mikee on 6/8/2009 at 8:27 AM Accepted
    Give away free personal training sessions all week. Give people a taste of what they would get. If you are providing a good service people will sign up for more.

    Buy one get one free. Have people bring a friend to a personal training session for free. Give the guest access to the entire club. This way new people are exposed, they have a good time with their friend, etc.
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