Noise: noun; a sound, especially one that is loud or unpleasant or that causes disturbance.
In business, noise can be defined as distractions that take away from the end goal of a business, which is to deliver high-quality product(s) while making enough money to be profitable long-term.
In a deeply popular—and sometimes referred to as oversaturated—industry such as the fitness industry, it is important to stand out amongst the ‘noise,’ a.k.a. the competition. Here are four ways your fitness franchise can cut through the noise and position yourself as an industry leader:
Make your marketing efforts count.
When it comes to marketing efforts, some companies choose to cast a wide net and hope that one of their campaigns is successful and registers with the target market. Although this works at times, it is often more beneficial to approach your marketing efforts with a strategic plan and campaign in mind. Take your time to plan out who your target audience is, what messages will register with them the most, and what platform(s) you need to achieve this. It may take longer to get your marketing messages across, but they will be perfectly crafted and you will stand out as a strategic player in the industry.
Pay attention to your members while you have them.
Unfortunately, many fitness companies seem to put more emphasis on recruiting new members as opposed to retaining their existing and current customers. While we think it’s equally important to recruit members, we want to reiterate the importance of your existing customer base. Your loyal member base can be one of your most successful marketing efforts, without having to do anything except deliver the highest-quality training possible. Word of mouth is one of the best ways to recruit new members, but it all depends on how you treat your current members—hopefully with respect and care.
Offer your customers and members something different than what they have been offered before.
In other words, in order to stand out, you have to show that you are different from the others. In a world full of options and training programs, be the one that seems the most authentic and fun, while delivering practical and outstanding results. Ultimately, your product will be both what gets people’s attention and what keeps people coming back. In order to stand out in the noise, you have to make noise yourself. What makes your program worth the money?
Trust your franchise business plan and model, but don’t be afraid to add in some of your personality!
As a franchise business owner, one of the most important things you can do is surrender yourself to the business model in which you invested, if you have not done so already. Successful franchise models are built in order to give you the tools you need to stand out in the marketplace with your marketing, communications, membership, and general training offerings. It’s important that you follow your franchisor's protocols and deliver the products as intended, as that ultimately improves your chances of success.
However, one of the best parts of being a franchisee is that you can lean on a well-thought-out business model while also throwing your own personality into the mix. Think about what makes you, you! We encourage you to find your niche and your ‘thing’ and to roll with it (staying within your brand guidelines, of course)! The more personality you bring to your business, the more people will resonate with you and ultimately feel compelled to come back as a recurring customer!
If you want to succeed in a popular industry and in a world where both companies and consumers have a lot of distractions, it’s important to take the steps you need to in order to stand out. What makes you different? Lean into your individuality. After all, that may be the difference between long-term success and failure for your business.