An old advertising adage is that nothing will kill a bad product faster than good advertising. It means that good marketing will make people more likely to try a product and, if they don’t like it, they’re likely to stop using it and tell their friends about their experience.
World-class training, a unique customer experience and an authentic sense of community mean that F45 Training has a product that people want to support and buy again. Franchisees who push to get the most out of their marketing and communication are sure to find out that nothing sells a good product faster than good advertising.
Get your marketing right and you’ll not only help strengthen the global F45 brand, but also increase awareness of your business and ensure that you have a strong sales stream. Here are some of F45’s tips for marketing success—they're sure to be helpful for both F45 franchisees and other business owners.
Strike a balance between global and local.
While the F45 brand holds a large amount of equity, franchisees' direct consumers remain their key target market. Our advice is to find a balance between global and local marketing. That way, you can leverage trust in a tried and trusted global brand while making the individual business feel like an authentic part of its community. As always, having a clear idea of who your most valuable customers really are will help you keep your local marketing tight and focused.
Have a plan.
Any marketing activity should always have clear and measurable objectives. Before you begin, ask yourself how and why any campaign will benefit your business. And again, having a clearly defined audience is always a good starting point.
Understanding your target audience and your objectives will help keep you focused and on-track to running a successful campaign. For F45 franchisees in doubt, the global network offers a wealth of marketing experience and best practice examples to help ensure success.
Which channels are best for your message?
Once you know the results you’re aiming for and who you need to talk to, you’ll need to identify the most effective place/s to run your messaging.
With today’s proliferation of social media and digital marketing options as well as more traditional mediums like radio and print, focusing your budget on the channels most relevant to your market and campaign concept will deliver the best results.
These days, there’s so much marketing and advertising communication out there that any campaign hoping to cut through the clutter needs to be implemented perfectly.
It means making sure that your artwork and messaging is always the best it can be, and also realizing that a lot of marketing is trial and error. By continually assessing a campaign as it rolls out, you’ll be able to make tweaks and changes where possible and help it deliver the objectives you’re after.
See where you can be better.
While you should be striving to monitor and assess your marketing as it rolls out, it’s especially important to take stock at the end of a campaign to see where it worked and where it didn’t.
Even if the results exceeded your expectations, there are often places where every campaign can be improved. By talking about campaigns, asking your staff and customers what worked well for them and where they think there’s room for improvement, you’ll be able to learn and make the most out of future projects.
At F45 Training, we’re always desperate for feedback from franchisees after each and every campaign that runs. After all, the more feedback we get, the more we’re able to add to our network’s extensive experience and the more support we’re able to offer every individual franchisee.
An often neglected part of marketing is the post-campaign activity. If the campaign saw your business being highlighted in local press or social media, make sure you share it with your database, in-studio with your customers, and through your social media accounts. Word of mouth remains a powerful marketing tool and proud F45 Training members are more than happy to share good news about their studio with their friends and family.
Any leads generated by your marketing should be followed up within 24 to 48 hours. Keep in mind that a lead won’t immediately turn into a paying customer—franchisees should rather look at leads as opportunities to build new relationships. Real results will come with time and consistency.
Just like training, marketing should be seen as something that needs to be done consistently for the best results. And, just like any good training system, it’s something that should adapt and evolve to your needs over time. Play, experiment and have fun—success will come the more you keep at it.