What is Generational Marketing?

All in all, Generational Marketing is understood as being a method of maximizing engagement and sales through Customer Relations Management (CRM), product development, and focused communications. This is achieved by modeling each Generational Marketing method under an archetypal ideology. This is figured by looking at demographic information according to age group. There is plenty of this information available online, but there are numerous ways to compile even more information and specific data. Generational and Multi-Generational Marketing are basically the same, in that any business is more likely to find increased success when marketing across generations, hence, MultiGenerational Marketing (Williams, et al. 2010).

Click here to download our e-book on Generational Marketing or go to http://leaddolphin.com/ and learn about our powerful CRM/Lead Generation platform.

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/

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/

 

How to Grow Your Membership Base With Mobile Technology

Mobile Technology

By on June 1, 2016

The fitness industry is changing. The growing use of smartphones gives club operators a unique opportunity to engage with members via mobile apps. This new communication channel offers solutions to challenges that the fitness industry has long faced.

Three such challenges include identifying and driving new leads, nurturing leads into members and then successfully onboarding new members into your club. Mobile technology streamlines these challenges by automating many of the processes involved and eliminating resource-intensive steps.

Digital Conversion for the Fitness Industry.

Brick-and-mortar companies like Starbucks and Dominos have long been using mobile technology to extend the reach of their physical footprints by allowing customers to place orders or track their loyalty card from the convenience of their smartphones. Now emerging mobile technologies in the fitness industry allow operators to offer similar conveniences to their members such as club rewards, in-app referrals and digital guest passes, all from their club’s mobile app. This advanced mobile functionality not only keeps your members engaged, but also makes identifying and converting new leads at scale a seamless process.

The Future of Member Acquisition.

It all begins with mobile rewards. By integrating your club’s loyalty program with a mobile app, members can automatically earn reward points for actions like checking into the club, completing a workout and of course, referring a friend. Members can spend these points on prizes like club apparel or free personal training. This kind of program is great for building member loyalty and incentivizes a key behavior that earns you money — making referrals.

The current referral process for many clubs is an old-fashioned slog of paperwork that drives many prospects to quit halfway through. With mobile referrals members can easily refer their friends and family by simply tapping who they want to invite to the club from their smartphone’s contact list. New referrals are then sent a text-message with a mobile guest pass that they can use from their smartphone. The prospect can then check-in to the club with their mobile guest pass and can sign up as a member right from their smartphone as well.

Once they convert, the new member is again incentivized by your club’s rewards program to refer their friends for more points, creating a viral loop of referrals for the club. The beauty of doing this in your club’s app is that it all happens automatically, with minimal effort from staff.

Astounding Results.

Clubs that have already been using mobile technology for member acquisition have seen astounding results. In a recent pilot, over 2,000 referrals were submitted between 10 club locations in one month. For some locations, this was a 300 percent increase in monthly referrals.

When it comes to attracting members, the old way of “if it ain’t broke, don’t fix it” no longer works. As more clubs move forward with mobile technology to more efficiently acquire members, it will become increasingly expensive for those left behind to grow their membership. To stay relevant clubs must adapt. The cost of not changing is too high.

John Ford is the president of Netpulse

more-information-button

The Technologies We Most Commonly Underutilize

By  | Club Solutions

IMAGE BY SHUTTERSTOCK

Technology is everywhere, making our lives easier and streamlining every service. For example, Amazon recently launched the Amazon Dash Button, which is a Wi-Fi connected device that reorders your favorite products, from toilet paper to Red Bull, with the press of a button.

Chances are, your club is full of various types of technology. And while it may seem like a struggle to stay up to date with the newest high-tech developments, according to Travis Shannon, the vice president of information at Leisure Sports, there might be several pieces of technology already in your club that are being underused.

Shannon highlights a few pieces of technology that are commonly underutilized or improperly used within health clubs.

CMS — “The very basis of what our facilities use, the club management systems, are woefully underutilized by our facilities,” said Shannon. “There are a lot of wonderful features and modules that the club management systems have built in to make our lives easier in managing our facilities that we don’t often use to their fullest. The other thing we need to be careful in that area, whether it is underutilized or improperly utilized, is data. Garbage in equals garbage out, so make sure that the data you put into the system is clean and good and you are not trying to work around some perceived deficiencies in the system. Ensuring that you work within the confines of the system will inevitably make it easier to use the software as it is intended.”

Customer Relationship Management — “A lot of us use it mainly as a sales tool and those systems are effective,” explained Shannon. “It is very useful for managing your pipeline and learning about prospects, but I think where we as an industry would be much better served is using that truly as relationship management for a member over time. Are we understanding where they are in their life? Is there an adjustment that needs to be made to their membership? Do they need to take some time off, then come back? That way we are cultivating a deeper understanding of them and having that within a system that feeds directly back into enhancing the member experience over time.”

Wearables — “Any new technology that is the thing of the day inevitably gets underutilized or used improperly,” he said. “Now that we are tracking all of this data, where I see people fail with this is they get their members wearables, they get them to start tracking their workouts, and then what? That is where it starts to break down. If you don’t actually drive some sort of action of behavior change with the technology, whether it is something you use internally or something like wearable information, then you are not fully utilizing it and it might potentially detract from the experience.”

 Smart Scheduling — “In terms of employee management and labor management, that type of technology tends to be underutilized,” added Shannon. “We are actively pursuing better technology to manage schedules and ensure that we are properly staffed and that we are held accountable for our employees in terms of making sure they are hitting their hours for part-time and full-time. So that is another area that is ripe for improvement in our industry.”

Tablets — “One of the other shifts we have seen is we are making rather frequent purchases of tablets now for use within the facility,” he said. “We are moving away from desktop based or workstation based interaction with club management systems or scheduling and moving to tablets. So for example doing class check-ins via tablet so we have real-time information as to who is enrolled. I would also see that being used with personal training, helping to manage sessions on the floor and again also giving information about clients to the trainers via that methodology, rather than relying on

Retention – A Key to Success

Retention – A Key to Success

So once you’ve acquired a new member how do you develop a level of engagement that ensures retention?

Retaining members for the long term is critical in the highly competitive fitness industry. The time and expense required by your club to acquire new members is an investment in the success of your business. It is much easier to keep members than find new ones. And, in this competitive environment where consumers are expecting more personalized services tailored to their specific needs you must make your club stand out above the rest. Building a solid relationship and truly understanding the needs and expectations of your members is key to any retention strategy.

Get to Know Your New Members

Joining a fitness club can be an intimidating proposition for many. But you can put new members at ease by providing a comprehensive on-boarding orientation. Make sure they feel that they are a good fit with your culture. Use this time to familiarize them with your facility, understand their goals and make them feel comfortable that you will provide the most effective way possible to meet their expectations. It is also helpful to develop a process that enables you and you staff to learn more about their personal life, their family, career or other bits of information that will help maintain a lasting relationship, in turn developing a sense of loyalty and commitment to your brand.

Survey Current and Past Members

Surveying your members is crucial to your retention strategy. So, listen to current and past members. Use the information obtained from these surveys to assist you and your team with your business development planning. Sample your members about current offerings, satisfaction with personal training and their desire for new program offerings.

Listen to your former members as well. When a member quits, make sure to follow up with them by sending them a short survey. Ask if they would recommend your club to others. Surveying allows you to better understand any issues that might exist. And, in some cases could help you to win that member back if the situation is one that can be rectified to their satisfaction.

Use Effective Social Media Strategies

Social Media can also be a very important tool to understanding the needs of your members. Always be sure that all your social media channels like Facebook provide your members the opportunity to express their opinions regarding your club. Write posts that encourage feedback and engagement. It is very important to constantly monitor what is being said about your club on social media, especially on review sites such as yelp, google reviews and trip advisor among others. In many cases these sites can give you an objective opinion about how others feel about your club and can help you improve the overall member experience.

Engage and Reward Your Clients

Lastly, always be sure to reward loyalty. Make sure your members know that they are appreciated by rewarding them throughout the year for their commitment to your club. Recognize birthdays, membership anniversaries and other important events. Developing a member referral program is important as well. Encourage them to refer their friends by providing discounted or free classes, free nutritional supplements, discounts on athletic wear or other offerings. Not only is word of mouth adverting inexpensive and effective, your members who work out with friends are more likely to remain members for the long term.

For more information go to leaddolphin.com

About LeadDolphin

A Nashville, TN based company, LeadDolphin is an innovator of health and wellness business practices and solutions. The executive team has over 5 decades of experience in marketing, management, and business development. LeadDolphin.com is a lead management and (CRM) customer relationship solution. 
By using the LeadDolphin.com tools; Sonar, Echo and Pulse, your company can work more efficiently and have a distinct advantage over your competitors

– See more at: http://leaddolphin.com/blog/retention-%E2%80%93-key-success#sthash.18xfpEq6.dpuf

Health & Fitness Clubs: Automated CRM Software for Conversion and Engagement

 

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.