Affected by the epidemic in 2020, offline store industries have been hit hard. Among them, gyms have been hit the hardest. Therefore, this year, more and more gym companies have begun to try online transformation. In the case of talents, how should traditional gym stores transform?
Today, several operational strategies and ideas are proposed from the perspectives of new purchases, repurchases and brands for reference by practitioners in the traditional fitness industry. I dare not say that it is completely useful, but at least the direction is correct.
01 Create a member group and use members to be old and bring new ones
Before 2019, very few gyms did standardized community operations, and there were not even any operators, but in fact, it was very meaningful to be a fitness community.
The purpose of being a fitness community is actually to raise members and become friends with members. After you become friends with country email list users, there is actually a lot of room for imagination, whether it is to renew or bring new ones.
we all know. In fact, fitness is really anti-human. Most people do not go to the card a few times. To build an online companionship community is to increase the frequency of users visiting the store, so as to prevent users from applying for a card and disappear. The constant content of the community and the operation of activities stimulate users, improve the store arrival rate and users' favorable impression of the store.
By raising customers and becoming friends with customers, after a period of cultivation, when you feel that you have a certain degree of control over these users, we can consider starting to harvest, which is the ultimate purpose of our community, using old members Do pull new.
The implementation here is actually very simple.
First of all, let's get the closed loop of entering the group first. The easiest way is to bundle the membership card application and the group membership together, and the card can be used to enter the group. In addition, for the old customers who have signed up before, through the introduction of old membership rights and other bait, when the customer arrives When the store is exercising, guide the old members into the group. After completing the closed loop of joining the group, it is the stage of raising customers. After continuous operation and maintenance for a period of time, we can start to prepare for our ultimate goal, which is to use old members to attract new ones. Here, remember to start marketing urgently without pulling the group. , will backfire.
The new promotion here does not mean how much money is recommended for a new member to apply for a card. In fact, for this kind of new member, although it is a very direct CPA and pays according to the conversion, it is really too difficult for most member users. It is necessary to make full use of the member's psychology of picking wool, give him a wool to pick, and let him be happy to share it with his friends.
Here, you can introduce the commonly used tactics in the Internet education industry: front-end low-priced courses drainage and distribution, and back-end high-priced courses conversion.
How to do it first requires a sufficiently attractive bait, whether it is a 9.9 yuan weekly experience card for new customers, or 19.9 yuan or 29.9 yuan to buy private lessons, in short, to give new customers enough surprises and imagination, let Users feel that it is really cheap. Let users buy to the store first. The most important thing is the back-end conversion. This is the most difficult to standardize. Teachers, salesmen are trained in advance to convert as much as possible to experience the second payment of customers.
02 Repurchase: Online users, build an online membership management platform
In the past gyms, in most cases, customers came to sign up for membership, registered information, received a physical membership card, and with the card to the store, there was no follow-up. The platform did not understand the customer's situation. The resulting low customer renewal rates.
Combining the thinking of the Internet, regarding the operation of members or users, we can rely on the WeChat applet as the carrier to develop a member management platform to manage the various exercise situations of members entering and exiting the stadium, and relying on the applet, the members can be refined. It is much easier to keep an old member than to develop a new member in operation and management.
Combining the applet can also derive a lot of interesting gameplay, such as inserting some check-in functions, many members want to send a circle of friends to show off when they go to the gym, if these details are put into the applet, will it make the Members increase their goodwill towards the brand.
How to do it on the ground?
In fact, there are several companies in the circle that are doing better. At present, several new forces in the fitness industry, super orangutan, panda panda, these online-based platforms are all worth learning from. If you are the owner of a traditional gym store, It is recommended to go to see how Super Gorilla Online is doing.