The Twelve Pillars Of Marketing Your Personal Training Business
The number one question I get asked as a fitness business coach is, "how do I attract more clients into my personal training business?" There is no easy answer or one right way to do marketing. It takes a wide variety of activities and strategies in order to attract new customers into your business. These activities are what I call the Twelve Pillars of Marketing and they are;
1) Events
2) Promotions
3) Media
4) Conferences/Trade shows
5) Advertising
6) Community
7) Networking
8) Writing
9) Flyers
10) Partnerships
11) Website
12) Consistency!
Here's an example of how you can work with the twelve pillars. First start with an objective. Are you looking to add five more clients to your practice, market a new program or have more people sign up for your bootcamp? Once you chose your objective for your marketing decide who is your target market. Then identify your message and unique offering and finally apply the twelve pillars when marketing your event. Let's use the example of marketing a boot camp program and apply the steps and the pillars.
Steps to marketing your program.
Step One: Identify your objective
Step Two: Identify your target market
Step Three: Identify your message
Step Four: Discover your unique offering
Step Five: Use the twelve pillars to market the program
Applying the Twelve Pillars
Event:
Bootcamp
Promotion:
Bring a friend and receive 50% off the cost of registration.
Media:
Partial proceeds from the camp will be donated to XXX charity for kids.
Conferences:
Not application to this event
Trade show:
Not application to this event
Community:
This could be wrapped up in how you message the bootcamp. For example; let's get our community in tip top shape.
Networking:
Once you identify your target market, seek out networking groups so that you can talk about the program.
Writing:
Write an article for your local newspaper or trade publication about the benefits of exercising in a group setting.
Flyers:
Chose businesses or locations in the area where you will be offering the bootcamp class and post your flyers.
Partnerships:
When you are at those businesses see if there's an opportunity to create a partnership with them. For example, go to a local running store and offer to bring your bootcamp by after class for a quick show assessment.
Website:
Promote the bootcamp on your website. Use lots of photos, testimonials and quick blurbs about the bootcamp. Speak about benefits and results.
The last pillar to consider is consistency. It's the most important pillar and one that anchors any of your marketing efforts. Without consistency you have no focus or direction and will not see the result of your efforts pay off.
Using the twelve pillars of marketing is a powerful tool to spread your marketing message and get the word out about your services. Refer back to it everytime you think about marketing your business. Develop a marketing calendar to keep you on track. Put this calendar in an area where you will see it everyday. If you follow these guidelines I know you will be truly successful in your efforts.
About the Author:
Donna Hutchinson is the author of the How To Guide to Starting Your Own Personal Training Business.She is an international speaker presenting on customer service and marketing. Donna is a fitness business coach helping industry professionals to start and grow their businesses. www.edgefit.ca