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My head coach just recommended a great tasting casein.
Before he finished describing his secret nighttime protein sleepy-time concoction, I had already bought 5 pounds. One click – on the spot. It’ll be on my doorstep tomorrow.
I didn’t have to call Jeff Bezos and get re-routed to the Supplements department before getting roped into some Quantum ai scam. I didn’t have to send an email to UPS to sync our calendars for a delivery time. Hell, I used my thumbprint as a payment method.
This is the economy we’re living in. Purchase decisions happen in an instant.
Think about the last time you decided to try a new restaurant. You probably went into the Yelp and Google spiral of looking at menus, reading reviews, comparing prices, and maybe texting a friend for a recommendation. You peeled a digital onion before you engaged in the most human experience there is – eating.
Next to food, I see our industry as one of the most human.
If you’re like me, you excel when face-to-face with an athlete. When you’re able to smile, shake hands, cue, high-five, and hold their babies. This is why we got into this business – to help people, to share life with a community, and to be better humans.
We hear about “close rates” all the time. Most gym owners sign up 90% of the people with whom they sit down face-to-face. It’s where we’re in flow. So why eliminate this human interaction with something like “Marketing Automation,” “Landing Pages”, and “Campaigns”? Because it’s a tool to free you to be your most human self.
Marketing is not robots pulling levers. In fact, it’s the most human part of what you offer.
Imagine this: Every time someone walks into your gym, your only focus is on them. Right there in that very human moment. How can I help you solve your problems. Not: “What are your rates?” “Will I get hurt?” “I’m old/young/male/female/former D1 athlete…” “What is CrossFit?” “What’s your class schedule?”
At the heart of marketing automation is a plan. A plan to promote and host regular retention events, allow future members to interact with you 24/7, and a way to engage your existing members.
One thing is certain: your audience is digital. Peel away the layers before you ever sit down with them so your only question is: How can I help you?
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This will be one of the many topics we discuss at our upcoming weekend business seminars. Click below for more info.
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