The Power of Re-Packaging as a Fitness Marketing Strategy

Some of the best fitness marketing campaigns come from simply re-packaging or re-organizing your existing services creating a completely unique program with incredible perceived value. A good example, last week we re-packaged our ongoing group exercise program (FIT Camp) into a fitness marketing strategy called the 21 Day Rapid Fat Loss Bootcamp. In 72 hours we signed up over 40 new participants into our bootcamp with two carefully crafted emails. Do you think if you had 40 new clients starting today, for 3 weeks, that you could impress them enough to stay with you for more training after? If you can’t you better re-read every post on this blog immediately, but I am sure all of you can and would; you are an elite group of success minded personal trainers committed to being the upper 5%.

Re-packaging can be an amazing fitness marketing strategy for the rapid growth of your business. Let’s lay out the guidelines in 6 tips for re-packaging success.

1)      Use sparingly, it has to be something you only do once in a while, about 3-4 times a year or it loses its appeal. The has to be an attention getter as it should provide a completely new, unusual, unique way of accessing your services. Ultimately this will create high differentiation between you and your competitors.

2)      Timing and relating is everything. What I mean by this is relate your pitch to common thinking. For instance right now is an excellent time for re-packaging as it’s the transition to spring here in Alberta and everyone is excited to enjoy the sun, warmer weather and is thinking about how much better they would like to look for summer. Our pitch referenced the “winter spare tire” which created a huge image/emotional connection to the program.

3)      Scarcity is important. Make sure you create a limited number of spots based on availability or some other major limiting factor. This can be real or perceived. This is critical to drive people to take immediate action. Early bird gets the worm; wait too long and you are going to miss the boat.

4)      High perceived value. This is also mission critical. Provide an attractive price point or find ways to add perceived value to your service with low to no cost. Like a free meal plan/guideline, a report on effective ways to strengthen your core and why that leads to a pain free life. Connect with a complimentary professional service and see if they will offer a free trial to your new clients. Whatever it is really crank up the value of the program to promote high conversion without adding additional overhead costs.

5)      Make it easy to sign up for. Complete an email form with name, phone, email. Call them back and register them. Even better if you can accept credit cards use a service like www.1shoppingcart.com and setup an online order form. You will double your conversion with online registration over just having a phone number alone.

6)      Contact twice. This is the last point but the synergist of the whole mix. Your initial contact should convey how great it is, how limited it is, and why you need to take immediate action. 72 hours later you need to contact them again to let them know you’ve almost reached the limit but if they hurry they can still get in. This time give them a few more bullets of info about what the program will do for them. On the initial contact you will attract the people that see something new, exciting and valuable, they won’t ask questions they are ready to buy. The second contact will appeal to those who need to analyze and evaluate, they need more information, now they are afraid to miss out, they are now also ready to buy. It is important to keep these distinctly separate (if you have ever heard Fred Sarkari speak you will understand why) each group of people will require different information to make the final decision. Mixing all the information into one contact will cause you to lose both groups and drastically lower conversion.

Following these steps with strong compelling sales copy will produce massive results and right now is perfect timing. Give it a try with your list. If you really struggle to write sales/marketing copy this is a skill I urge you to practice and get some help with, this is a major focal point of the Profitable Personal Trainer coaching program.