Targeted Fitness Boot Camp Marketing in the Fall
Posted by Steve Hochman on Tue. Sep. 9th, 2014
Your fitness boot camp marketing efforts should always be targeted toward one market group or toward promoting one aspect of your business. The shotgun approach to marketing (selling everything to everyone and everywhere) is extremely inefficient and costs more money while getting fewer results.
There are different factors that determine how and when you should change the focus of your boot camp marketing campaigns, and the changing seasons are one of the biggest. A lot of fitness businesses see a drop-off in incoming prospects and even in retention once the kids are back in school, but that doesn’t mean that fall should be considered a slow time for business. It’s just time to target your fitness boot camp marketing to a couple of specific groups and to shine a light on how your boot camp meets their needs.
Parents are a great group to target once the kids are back in school. There are a few reasons for this:
#1 – While the school years is really busy for parents, many stay at home and work at home parents have more flexible schedules during school hours.
#2 – Lots of parents overeat and let their exercise routines fall by the wayside during summer. Fall is a great time to show them how you can help them make up for it.
#3 – The holidays are approaching and that puts pressure on a lot of people to lose weight before the holiday eating season begins or to look good at parties and family gatherings. If they start now, they can make a lot of progress and often reach their goals by the time Thanksgiving arrives.
So what are some things you need to focus on when you’re marketing and selling your boot camp to parents?
#1 – Fast results in minimal time.
Everybody wants everything right now. Fast results sell. Show your prospects how your boot camp workouts can help them get much better results in a much shorter time than going to the gym or walking around the neighborhood.
#2 – Minimal time commitment.
Even stay at home parents have very busy schedules. Their time may be more flexible, but it’s still in short supply. The fact that they can get to your boot camp, get a fantastic workout and be out in less than an hour is a huge selling point for them and one of the things that will set your boot camp apart from every other option.
#3 – Flexible and convenient schedule.
Whether you’re talking to parents who work outside the home or parents that don’t work at all, your boot camp’s schedule is a huge factor. Point out that you have sessions that take place before school hours, during school hours and in the evenings. Parents can come in before they have to take the kids to school, right after they drop them off, while the kids are at school or while the kids are at ball practice or a dance lesson.
#4 – The importance of role-modeling a healthy lifestyle.
Believe me, parents are all too aware of how much time kids spend indoors, sitting in front of a computer, playing video games or watching TV. They also know that childhood obesity is a serious problem in this country. They know they need to be good role models when it comes to healthy living but they don’t always know how to do that.
By signing up with your boot camp, they can change their bodies and their health and show their kids that fitness and diet are important, that being fit is worth the hard work and that fitness can be fun.
Every season of the year presents different opportunities to target certain groups of people and to provide solutions to different sets of problems. By taking a look at what those opportunities are and who you can best help, you target your fitness boot camp marketing and bring yourself that much closer to reaching your growth and income goals for your business.
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