Let's face it, we're about 2 weeks away from the busiest time in our industry. Quite simply, it's crunch time. As you're reading this, you are probably preparing marketing material, training sales staff and optimizing operations for the massive influx of prospects.
This is the time of year when people are coming through your door looking to change their lives. Unfortunately only 8% of people achieve their New Year's Resolutions, and as we see year in and year out, a good number of people that walk through the door in January, are no where to be found by the next December. It's actually been shown that 80% of the people that join in January are actually gone in 5 months.
Luckily for you, you have an amazing resource in a mobile app that can really differentiate your facility from the ones that see that 80% churn.
This year my resolution to you, is that because of your mobile app, you are going to retain more members, bring in more prospects, and make more money.
You have my word. But how do you do that?
I don't want to overwhelm you with a ton of steps, so today I'll share with you step 1 and over the coming weeks we will share with you the following steps.
It's important that you take action on each step, and if you do, I promise that not only will your app engagement increase but your facility engagement will go through the roof as well.
Step 1: Get Back to The Basics
So what does this mean? It means that your app has to be an integral part of your business process. What I mean by this, is that it should be a direct part of your marketing, your club tour, and your sales process. Even before we can engage a member with the app, we have to make sure that they know about the app right? If someone doesn't know about a feature, they can never benefit.
As you're optimizing operations this year there are a few things that you can do to to take action on this step.
#1. The app needs to be part of your sign up process: It’s part of your gym so make it part of your tour, your sign up process and your onboarding. Make it an integral part of the facility. It is the passport to your business. It's how you communicate with members, how they sign up for classes, see the class schedule and earn rewards points.
#2. Emphasize the value: Ask yourself this: Why would I download the app? Remember this, people don’t care about features, businesses care about features. Instead of showing the features, provide “Here’s what you can do with our app”. NOT “here’s what our app can do.” Identify your members reason for joining your gym in the first place and focus on the app features that are most relevant to their reasons for joining. (This is Sales 101 by the way).
#3. Highlight the core features: What are the features that your members will get the most out of. Pick 2-3 that will really WOW the member. Your Rewards program? The class schedule if they take classes? The workout tracking? What about your app is going to change the experience in the gym for this member.
#4. Don’t Overwhelm Users: Keep it simple. Your pitch should be the value and the core features directly related to that member's goals. Help them download the app, show them a few things and let them be on their merry way.
#5. Have a direct Call to Action: For some facilities the call to action is, "Download the app or you won't be able to check in." For others, they have a deal in the deals tile, something like a free month, discounted sign up fee, personal training special etc, that can only be utilized if a member downloads the app. Getting users immediately involved in your app helps them continue to grow as engaged users and allows them to get excited about your app.
Go ahead and take action on step one and keep an eye out in the coming weeks where we will be sharing how you can gain access to steps 2-5.