It's time to plan for your boutique gym's Black Friday campaigns. Studio owners will often pull out the previous year's deals, dust them off, and send them back out, but let's look at your offers strategically this year to get the results that will support your business.
The offers you build should reflect your studio's specific goal(s) since a package created to attract brand-new clients differs significantly from what you would market if your goal is to increase long-term members.
Before you reach for last year's sale copy, check in to make sure what you're offering supports what you want to attract.
When business owners try to offer something to everyone, they unintentionally create choice paralysis- resulting in fewer sales. Choose just one or two goals and no more than three individual offers. Ideally, develop your specials for different price points and buyer profiles to ensure your offers don't compete. For example, selling a $200 membership and a $250 class package appeal to the same budget and can cause choice confusion.
1. Direct your clients to which option is best in your marketing with a question that will lead them to their ideal purchase:
"Looking for the best deal on the most classes? Choose this unlimited membership and score a free month!"
"Is flexibility the most important factor? Here's the perfect deal on our ten-class package for you."
"Brand new to our studio? Welcome! Get a free week on us with your two-week intro special."
2. You can still have multiple offers, but keep them in your pocket and reach out to clients individually with the offer you think they'd like.
69% of those surveyed said they would be more likely to buy if the offer was personalized, and 76% said early access would drive their purchase. Take advantage of both by building a VIP list for your must-contact clients. Include anyone who has purchased a Black Friday package in the past, lapsed members who used to be active, and recent intros who expired without buying a long-term option.
Add their names and the target sale option to a lead sheet and personally contact each client for a special owner's choice pre-sale before you release it to the public. Remember, it often takes a few contact attempts before a potential buyer is ready to hand over their credit card, and some buyers need a sense of urgency before they're ready. Don't give up after one email.
77% of those surveyed said a bonus gift would make them more likely to buy, which makes incentivizing your Black Friday offers even more impactful than providing a discount. That doesn't mean your Black Friday sale shouldn't include great deals, but you may want to include a free incentive that sweetens the deal. It doesn't have to be pricey, and you can attach different freebies to different value purchases (e.g., save significant incentives for your most expensive offers).
Remember your profit margins. You don't want to increase your gross revenue at the expense of your bottom line- your take-home. Before you give anything away, ensure that you can afford it. Book a call with our preferred coaches if you need help with your analysis.
Your offers can be perfect, but you won't have any luck if no one knows about them. Gone are the days when you could throw a Facebook ad up and reap the benefits. If you want your hard work to result in sales, you'll need to create a marketing campaign to get your specials in front of potential buyers.
The reason Black Friday sales flop isn't always because of increased competition over the holiday weekend (although that certainly contributes). An incomplete strategy is just as detrimental to the success of your campaign. Take time to draft your thorough plan to look for holes from a bird's eye perspective.
It's time to execute your ideas! If you need more help, contact our preferred coaches to create a personalized plan for your studio.