3 Benefits of Having a CRM for Your Fitness Center

CRM, or Customer Relationship Management, has helped more and more Fitness Clubs understand client behavior, generate leads, and convert and engage members

CRM Software Technology Accessibility

In today’s market, prospective clients expect much more for their membership dollar. CRM software combines the marketing, sales, and customer service sectors into one automated program. It was at one time perceived that CRM software was an option only available to large franchises and substantial operations. Fortunately for mid-level and smaller clubs, this myth is quickly being exposed.

This technology is not only accessible to all clubs regardless of size, but it is the differentiator which gives the companies that use it a competitive edge which separates them from their competition.

Understanding who your target audience is, knowing them and their needs, is not a passing trend. It is a commitment to a new era of engagement that customers now expect from their Health & Fitness Club membership. CRM software tracks, measures, and records customer behavior. This allows for a focus to be made on making better decisions and nurturing more lucrative relationships. It increases the value of your service.

Benefits of Using CRM Software

The benefits of utilizing CRM software is manifold.

First, the software focuses on sales

  • The basis of automated CRM software is lead generation and the retention of existing customers. The cost of finding new customers can be expensive, so focusing on retaining customers is absolutely invaluable. Long-term clients are profitable relationships.

Second, the software focuses on saving time

  • CRM software automatically generates large volumes of data in regards to your existing members. This data includes targeted promotions which carry an extremely high success rate. It continues by generating large volumes of leads independently, allowing for successful membership opportunities in greater numbers. These two critical platforms are automated, thus, saving valuable time while creating a steady revenue stream.

Third, the software focuses on engagement and management

  • The technology allows for greater sales management and customer service because of the vast amounts of intelligence CRM software provides. Engagement is also a primary focus, which leads to satisfied and longer lasting customers.

To learn more about the fitness industry’s leading CRM click here http://leaddolphin.com/

A quick guide to starting your gym’s holiday marketing calendar

The season is almost upon us; Kids going back to school, Labor Day, Thanksgiving and before you know it NY2017!  With all of these and many more holidays coming up, now is the perfect time to set up a marketing calendar so that you can harness the excitement to either attract new/former members or get current members to try out/buy ancillary services.  Hopefully a couple of these examples will fuel your inner marketeer, so that you get ahead of your competition

  • Look at your enterprise and then start filtering down to create funnels to target your biggest opportunities.
    • Leads that have not been in the gym yet
      • EMAIL: “[gym name] would like to invite you to try us out with a friend for FREE till Labor Day!”  Then inside your message have a link for online enrollment for a 1 time offer
    • Members that have not had a complementary personal training session
      •  SMS: ” Hey [member name]! [gym name] would like to give you an early holiday gift.  click here to claim it
        • Have the hyper link take the member to a few different offers that they can bring in such as; personal training session, passes for friends to join them for a personal training session
    • Members that have bought personal training
      • Email: Offer a “scary special” (clearly a Halloween theme), that discounts purchasing a larger package of personal training, but within a small window.  Have hyper links for the members to quickly get in touch with the appropriate person.

If you need help filtering your audiences, building quality campaigns or improving your sales processes using a digital asset, then click here to learn how LeadDolphin is currently helping hundreds of health clubs achieve their revenue goals. http://leaddolphin.com/

6 Huge Insights Your Club Feedback Program Misses Every Day

by Nick Dyess|Netpulse

History is a little fuzzy on the origins of the suggestion box, but the anonymous tip box has existed in businesses for at least 110 years. Ever since its invention, businesses have been dealing with its flaws – it’s slow, you don’t get many tips and the tips you do get are anonymous. Then came online surveys as the feedback method of choice. While email surveys are better than pen-and-paper, they still only give you a limited perspective of a small subset of members.

Here are 6 insights that your old-school feedback program misses every day.

1. How your average member feels about your club

People don’t go out of their way to leave positive reviews, because they expect their club experience to be positive. This means that typical club feedback programs only hear from members in a timely way when something is wrong and they are upset. While some companies may get more participation on their email surveys than others, you’re still likely only hearing from a small segment of angry members, obscuring you from knowing how the average member actually feels.

2. Are you improving?

How do you know if your club is improving? Email surveys are not a reliable way to measure performance. They take too long to collect enough data to be meaningful and often have different members taking each survey. As mentioned in the first point, the members who take the time to complete online surveys are likely just the members who are angriest that month, not giving you any kind of reliable benchmark to measure yourself against.

3. That piece of broken equipment or bathroom disaster

When does your staff hear about a piece of broken equipment or an “incident” that needs to be cleaned up immediately? Sometimes a member tells you immediately. Sometimes the problem lingers until your staff discovers it much later. Feedback programs don’t help you solve these daily issues. Instead of hearing about these issues as soon as they happen, you find them hours later when countless other members have been frustrated by a solvable problem.

4. Helping the upset member who walks out the doors

It happens. Sometimes members have bad experiences. Maybe they thought the music was too loud, or they didn’t like their class that day or the hot water in the showers wasn’t working. They weren’t upset enough to seek out a manager or file a formal complaint, but it’s frustrating enough that they will remember when it comes time to renew their membership. The typical club feedback program has no mechanism for handling situations like this, meaning there are upset members that leave your club every day without hearing how you’re going to improve their club experience.

5. Motivating your staff

Uber collects feedback after every car ride, which motivates drivers to provide exceptional service to every passenger, every time. Your club likely has internal performance reviews for your employees, but does your member feedback program actively encourage your staff to go out of their way for every member like Uber’s does?

6. What your most important members are feeling

While all of your members are important, not all members are created equal. There are members who are big spenders on personal training, classes or merchandise that you would really like to keep happy. But how do you know if they are happy? Unless they happen to take your email survey or tell you their feelings directly every time they are at your club, you really have no way of knowing the mindset of your high value members.

How Much Data is TOO Much Data?

In this digital world, access to information is not a problem. The problem is accessing actionable information for your fitness center. Given the competitive landscape, only the right data can aid you to make informed and timely decisions. But how can you get this right data? This raises the question of “data overload, and how to avoid it.” Is there a limit to the amount of data that you need to derive the right data? Is there such a thing as “too much data”? If there is, how do you overcome it?

The trick is to get the right data. Once you have the data that is specifically targeted towards your clients, you can manage your customers, as well as your health club organization, in an efficient and hassle free manner.

“Too much data” is a myth. Let us debunk this myth once and for all. Here is a small guide that explains what you need to know about the right data.

Make the Data Actionable

What you need to do is to sift the relevant data and manipulate it in a form that urges people to take the action of becoming your customers. Collect the data that you have on your customers’ behavioral patterns, their credentials, their preferences, reviews and use them to create a strategy that works best for you.

Remember that only relevant data works for this. All other data that does not relate to your customers is irrelevant, and you certainly don’t need to waste your time on sifting through that data.

The process of making this data actionable takes place in two steps: housing the data and marketing the data.

Marketing the Data

Customer relationship Management (CRM) tools are great to automate the process of marketing.

Marketing is not an easy job, and marketing strategies differ from business to business, depending on the target market, the need of the customers, the policies of the company, and so on. Having tools at hand that automate many processes for you and help you figure out the best way to market your services is a great advantage, and apart from providing you with a greater efficiency of your marketing programs, it also saves your time and money.

Use a Single Platform for Housing Data and Marketing

If you use a different platform for housing the data and another for marketing it, you will have a lot of trouble and the efficiency of your process will go down. This is because transferring this bulk of sensitive and crucial data from one platform to another in a continuous cycle is bound to have problems. On the other hand, if you use a single platform for both the housing and marketing of the data, you will have a higher efficiency and will be able to create a marketing campaign that works best for you.

If you need to know more about how to get the most revenue for your fitness center, contact Lead Dolphin today!

With is better: Gym sales & processes with and without LeadDolphin.

A quick look at how LeadDolphin can stabilize your health club’s sales and processes

Recording valuable telephone inquiries

Without employees are expected to have a script memorized and to use a paper logbook to ensure they are getting in the sales funnel

With LeadDolphin employees can click on a “TI” feature, that will prompt your exact script for handling these leads, provided a form to submit the TI information and will place these leads in the correct funnel to provide automated follow up

Guest Registration

Without  new guests hopefully fill out a paper liability waiver, so that they can take a tour in your facility

With LeadDolphin new guests are prompted to fill out a tablet that will instantly populate the guest in LeadDolphin’s powerful CRM and instantly populate the guest in your POS software using our robust API. Finally LeadDolphin will close the loop by disseminating if this guest is “out of town”, “new” or a “be back”.

Leveraging Data

Without operators are sourcing “homemade” excel sheets, reviewing log books and reports from multiple platforms to make decisions on where to focus staff time / energy

With LeadDolphin operators have a suite of reports, that are pulling LIVE data that is being harvested from multiple platforms and brought forward in a meaningful with actionable end results.

LeadDolphin is the fitness industry’s leading CRM & lead generation tool.  With a robust sales engine, built around health club value propositions, LeadDolphin is quickly adopted by your team and will instantly influence your bottom line. For more information go to http://leaddolphin.com/

 

5 Yelp Tips Most Fitness Studio Owners Don’t Know

Yelp can be a hot button for many fitness business owners and managers. Everything from responding to bad reviews, to flagging reviews for removal, to the pesky Yelp algorithm that keeps some reviews hidden – Yelp can be a source of stress for small and medium size gyms and studios, but it doesn’t have to be! Below we cover 5 Yelp tips that will eliminate some of the mystery and make your life easier in the process.

#1 – Asking for Reviews Is Okay

While Yelp discourages business owners from soliciting reviews, it is not against the terms and conditions to ask for reviews. Keep in mind Yelp strictly prohibits soliciting reviews in exchange for compensation of any kind (including free passes, swag, or discounts on memberships). This means you cannot incentivize customers for positive reviews OR incentivize customers to remove negative reviews. Here are some ways to encourage Yelp reviews:

  • Setup an email to go out to new customers after their first week asking for feedback. People are the most excited the first week of starting a new exercise program and are more likely to tell everyone, on every medium.
  • Place a Yelp badge on your website.
  • Add a link to your Yelp business page in your email signature and/or your automated email setup in your info@ account.
  • Share reviews on Facebook and Twitter.

#2 – The Yelp Review Filter Simplified

Have you ever gone to your gym’s Yelp page and scrolled all the way to the bottom “not recommended” section?

Yelp review filter screen shot

This Yelp Review Filter can be the most frustrating part of Yelp. Of all the reviews that come into Yelp, you lose 1/3 or more to the filter. We’ve started working with gyms that had 75% of their reviews in the “not recommended” section. This can obviously be a good and bad thing. Negative, angry rants with 1-star can be hidden, but so can glowing 5-star reviews. This “not recommended” section is continually changing, so if there is a great 5-star review in there, it may eventually show in the recommended reviews section.

According to Yelp, “Every Yelp review is automatically evaluated by Yelp’s recommendation software based on quality, reliability, and user activity on Yelp.” What does this mean for your gym or studio? If you all of a sudden ask all your members to review your business, Yelp will see this as possible spam. If you get an influx of reviews by new Yelp profiles that are incomplete or haven’t reviewed other businesses, these reviews my get filtered out. Check out Yelp’s explanation of their filter video for more details. Of course occasionally legitimate reviews are hidden often, which leads to our next tip…

#3 – How to Flag Reviews, Ask for Re-Reviews, and Get Reviews Un-Filtered

There are a few different approaches for taking control (as much as you can) of your Yelp reputation. The most straight forward way is by engaging customers who write great reviews to let them know their review is hidden. Don’t make a big ordeal out of it, just let them know that because they aren’t very active on Yelp, their great review is hidden. In addition to this, you and your staff can friend them on Yelp, mark their review useful or cool – this adds legitimacy.

Another approach is to flag for a number of reasons including: untrue statements, membership or billing issues, or violates Yelp’s Content Guidelines. If you find that your flagged review will not be removed (you will receive an email with the status update) you do have the option to escalate your claim to be re-reviewed. Of course, the success rate here is much lower and you’ll need a very compelling argument to get Yelp to overturn their original decision.

flag yelp review example

#4 – Do Not Ignore Negative Reviews

As much as you may feel the urge to ignore negative comments, or even get upset by them – don’t! Be quick when responding to negative reviews – within 2-4 days, be respectful and diplomatic in your responses. This will diffuse the situation, show your great customer services skills, put prospects reading negative reviews at ease, and can possibly persuade the reviewer to change their review later.

Negative Yelp Review Example

#5 – Your Yelp Rating Is More Important Than Advertising with Yelp

Sales Reps at Yelp can be quite aggressive, but is their sales pitch really worth exploring? Based on fitness studios and gyms we’ve worked with, we can tell you that your overall rating is much more important than advertising when it comes to ROI.

Advertising on Yelp will get you to the top of the list in your geographic area, but it won’t help if you have a low overall rating. If you are planning to go ahead with Yelp advertising – try out the Yelp Check-In Offers. It’ll be much easier to identify ROI using this form of Yelp advertising.

Bottom Line

Start with the above Yelp tips and see how it helps your business grow. If you haven’t done so already – claim your Yelp business page, upload some pictures, begin asking customers to give you feedback, and be responsive to any negative complaints. Don’t forget to make sure you are recording referral sources, so you know how many new customers are coming in because of Yelp reviews.

 

Need help managing your online reputation? SWETI Services is a fitness marketing agency that provides a full suite of marketing services designed to help fitness businesses stand out, grow, and get more customers in the door! Want more tips to improve your marketing? Join our free weekly fitness marketing eTips.

 Tia Stone, Director of Marketing
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Marketing to Millennials

By Russ Gannon VP LeadDolphin

Millennials Generation Y, otherwise known as Millennials, were born between 1980 and 1994. This generation is known for their multicultural diversity, and environmentally conscientious attributes. Along with numerous generation-specific qualities and influencers, Millennials statistically become wealthier at a younger age than their generational counterparts. Today, there are approximately 80 million Millennials who are quite possibly entering the stage of their lives where their spending habits are at their highest. This is because those born in 1980 are now in their mid-30s. They may be settling down with their families, or expanding their families. At this point, leading age Millennials have found the majority of their success in regards to financial stability and employment. It is because of this, that their growing demand of consumption has statistically come into its own. Similarities and Differences Between Millennials and Boomers Believe it or not, there are many similarities between Baby Boomers and Millennials. Each have a love for bargain shopping, leaving comments and engaging in promotions, and both have no issues with making online purchases. However, it is not the method of the purchase, but how they became interested or knowledgeable of the product, that boasts the major differences between the two. For example, Millennials are far more likely to make a purchase based on an offer sent to their email. They are also more likely to use digital coupons, whereas Boomers prefer print. This comparison between Millennials and Boomers is important to note, due to their importance to sales and engagement. Understanding the key similarities and differences is where the most success is found when it comes to marketing strategies. Generational Influencers and Popular Attributes Millennials have been influenced by specific cultural awakenings, societal downturns, and economic ups and downs. They are heavily influenced by 9/11, the rise of social media, and the resurgence of pop culture. They were witness to the dawn of the World Wide Web, and saw the rise and fall of the dot com flood. These are influencers that impacted this generation, and taught them about the fragility of our society, and in all honesty, taught them how to buy in bulk, how to buy cheap, and how to let others know whether or not they have found a good deal. Millennials are all for their community, and are the most proactive generation for human rights and equality, including LGBT rights, women’s rights, minority rights, and so on. They are technically literate, and are at the forefront of social media communications. Understanding the behavioral patterns common among this generation will undoubtedly lead to a major uptick in engagement and sales among Millennials.

To learn more about generational marketing download LeadDolphin’s e-book on Generational Marketing here goo.gl/8TRAfE

How Facebook Can Improve Your Gym’s Marketing Strategy

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Social media is now the homepage of the internet. Whether to read the latest news or check-in with friends, people are spending more people on social media than ever before. With 2 billion users and nearly 5 billion posts every single day, Facebook is by far the most popular social media platform out there, making it potentially the most powerful marketing tool for your health club.

Not sure how to go about it? Here’s 3 ways Facebook can help your gym’s marketing strategy.

1. Boosted Posts

On Facebook, content is king. Unfortunately, with 2 billion users, it’s a little difficult to make sure that your content is getting in front of the right eyes at the right time. However with boosted posts, which are basically Facebook ads, you can maximize the potential of everything your club posts online. Using Facebook ads, your club can target certain users by age, gender, location and interests and set an approximate number of people that you’d like the post to reach.

Being able to target your posts to those who you know are going to be interested in them can help do wonders for your gym’s marketing strategy. You’ll be able to get more engagement on your social media channels, drive more users to your website and open your club up to tons of potential new revenue.

2. Photos

Photos are some of the most popular kinds of posts on Facebook with almost 500,000 being uploaded every minute. Photos are also among some of the most engaging posts on Facebook, as they generate 53% more likes than all other types of content like status updates, links or videos. You can use photos to give your Facebook followers a unique glimpse of your club, while also using them to drive your social media fanbase. Photos can be used to show off your group class sessions, the cleanliness of your locker room or even your friendly front desk staff. Using photos creatively will help your club stand out from your competitors!

3. Build a Community

Since Facebook is so widely used, it can be fairly easy for your club to build an engaged community on its Facebook page. Your club can post polls to its fans to see what kinds of group classes they’d like to see added or the new types of equipment they’d like to see your club order. By encouraging a responsive dialogue, your club can ensure that your members always feel represented when it comes to decisions that will affect them. This will help them remain engaged with your brand for longer and be more likely to recommend their friends and family.

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