Product
You might have a range of products and services that you’re looking to promote and sell to your client base but before you can do that, you need to have a clear outline of each product/service.
You’ll need to think about the benefits and features of the product as well as who it’s intended for, who will benefit from it, and who is likely to buy it.
Think about it this way, if you’re looking to welcome older clients, promoting classes on ‘achieving the perfect beach body’ isn’t the way to do it. But, if you start to advertise ‘over 50’s gentle way back into fitness’ classes, you’ll be off to a good start.
Price
When it comes to price, your customer must always feel that what they’re spending is worth what they’re getting in return.
Part of this is about delivering above and beyond what your gym customers expect. However, your price should also be competitive and in line with the quality of service that you’re providing.
The general rule is that the higher the price, the greater the value you need to offer. So, why not think of this as an opportunity to create educational material to entice new customers? A series of videos showing the correct ways to use gym equipment, blog articles about proper nutrition, or a free workshop or class to get them through the door could be great starting points.
Remember that how you price your product/service also determines what discounts and special offers you can deliver.
Place
So, this category might seem self-explanatory because your ‘place’ is your gym. Which means that you need to focus on getting people to your gym so that they can buy what you’re offering.
But how do you do that?
Through your other ‘place’, your online ‘place’. In this digital age, there’s no such thing as a brick and mortar only business. All businesses have (or should have) an online presence if they want to thrive.
For a gym owner, getting traffic to your website or new followers on your Facebook page could be equally as important as having customers walk into your gym because each of those online visitors is a potential lead and a potential customer.
To be successful, your physical locations and your online locations should work together. For example, you should promote upcoming classes or events both in your gym and on your website/social media. Once an event is over, upload images and videos to your social profiles and ask attendees to comment with their thoughts and feedback.
Promotion
Promotion is the part that most people think about when you mention marketing.
It’s a culmination of the previous three ‘Ps’ and how you then use that information to promote what you’re offering to potential and existing customers.
The key to successful promotion is to answer these key questions in all your marketing material, be it advertising in your gym, via your website or on social media:
- What are you selling?
- How much does it cost?
- Where can I buy it?
And most importantly, how does it benefit the customer?
Now it’s your turn. Use the 4p marketing strategy to make a bigger marketing impact and increase your gym sales.
