KICKSTART YOUR FITNESS | Marketing Campaign

This campaign is for new leads who may be initially afraid of a longer commitment but might be willing to commit to a 30-day package. This Kickstart your Fitness package for the first 30 days in your gym will make it more appealing for new leads.

Basically, we want you to take what you are already doing for new members in their first 30 days: first free consult, goal assessment, inbody, unlimited group classes, any nutrition consults or personal training sessions, etc., and roll it into this “Kickstart your Fitness” package.

It is very important that you charge more for this package than your typical monthly membership. You are providing a lot of value this first month and you want to position it so, at the end of the 30 days, they will then be paying less ongoing so it feels like a win to the client.

The target audience for this campaign is new leads that may not want to commit to an ongoing monthly charge upfront but might be willing to give your gym a try for a month at a higher first-month cost.



We've included graphics you can use as well as example content for your posts and email send out. Use free software like Canva (tutorials), to add your logo to graphics provided. See the example below.



Steps to set-up:
Download the creative assets we've designed for you. (Download them here)

Create your offer for this campaign.

Add Landing pages to the site. We have a video tutorial below how to do this.

Add the email template(s) we've written for you to the email service of your choice. Be sure to follow up with your leads until they say "no!"

Make sure you make it easy for people to sign up.

Tell everyone about it! Share the graphics on social media, email your mailing list, run a paid ad and have your members refer others.

Possible Offers:

NOTE: We say 8 people because it’s not too high of a number and will create a sense of scarcity. Keep in mind you can always take more than 8 if you want:)

These are just ideas but the goal is to make the offer very appealing and create a sense of urgency where someone doesn’t want to lose out.

"We’re looking for 8 people who are ready for change. Commit to just 30 days and we will make sure you see significant progress."

"Be one of the first 8 people to signup and we will throw in an extra Personal Training session (a $100? value)"

"Be one of the first 8 people to signup and if you decide to continue after the 30 days, we will take 50% off your second month (a $100? value)"

Landing Pages:

The Landing Page is where people sign up for your offer. It has two jobs:

1. Excite people about your offer:
Display your offer in big, bold text to get them excited to claim it. And showcase the main selling points of your gym to build their interest in joining.

2. Make it easy for people to claim the offer:
The offer form is placed at the top of the page so people can immediately see it when they land on the page. And the title and subtext explain exactly what a person should do on the page: Claim the offer.

There are two landing pages with this campaign:

The Main Landing Page

And a Thank You Page that people will be directed to upon signup

Watch the Landing Pages video below to add to your website



Paid Ads

Step 1: Facebook Ad
Facebook Ads allow you to target people who are interested in fitness training in your local area to drive them to your Offer Page.
Below is a pre-built Facebook Ad and Target Audience that you can use for your ads.

If you haven’t really run Facebook ads before, we recommend just posting this ad as a post on your Facebook gym page, then using the Ads Manager on your business page to run an ad on the existing post you just made based on the audience below. (Facebook tutorial to help).



1. Ad

Text
Start with a short, exciting sentence to pull people in. Then show a call-to-action to tell them whatever your offer is. Then show the aspects of the Kickstart your Fitness in a bullet list, with eye-catching emojis, so it’s easy for them to read. And finish by telling them that the offer ends soon to create a sense of urgency.

SAMPLE TEXT: Kickstart your Fitness in 30 Days: We’re looking for 8 people who want change. [Add your offer here]
👍 Goal-Setting, Check-In, & Nutrition Consults
🥇 One-on-One Coaching Accountability
🏋️ Small Commitment. Lots of Progress

Image
Use an exciting, eye-catching image preferably of someone in your gym. If not, use one of the graphics we included.

Headline
Choose a headline that sounds appealing and wants someone to learn more.

SAMPLE HEADLINE: Kickstart Fitness Offer for the First 8 People Who Sign Up

Newsfeed Link Description
Provide a sentence or two with some extra details on your Kickstart your Fitness.

SAMPLE TEXT: COMMIT TO JUST 30 DAYS! Build your fitness, energy, strength, and confidence.

Call-to-Action
This is the button people click on the Ad to be taken to your Offer Page.

Facebook only gives you a few options for this. For limited-time offer campaigns like this, Sign Up performs best as it’s the text option that’s closest to the action people are taking – signing up for your limited-time offer

Website URL:
[Copy/paste the landing page url you added to your website, similar to this: www.yoursite.com/kickstart-your-fitness]

2. Target audience

Here’s the targeting we recommend:

Interests/Behaviour Targeting

Facebook’s Interest and Behavior targeting allows you to show your Ad to people who are interested in specific things and activities. Their system has become very sophisticated and is now able to target the right people incredibly accurately.

We recommend using Facebook’s Fitness Interests:
Physical exercise
Physical fitness
Weight Loss

Age, Gender, Language and Location Targeting
Age, Gender, Location and Language targeting should reflect who your most common members are. If you generally serve people in their 20’s and 30’s, then you should target people in that age group. If you’re unsure which Location to target, we recommend targeting people within a 30-minute drive of your own location: This is a close enough distance for most people to be content with driving to you.

Why are Facebook Ads effective for this Campaign?
The reason they’re effective is because they’re shown to people who are interested in fitness training in your area. Facebook is great at knowing people’s interests based on their behavior, which is what makes their Ad targeting so effective.

Google Adwords, on the other hand, don’t work well for limited-time offers. This is generally because people don’t search on Google for limited-time offers. And the ones who do search for giveaways are just people who are interested in getting something for cheap, and are not always the best customers as they are so price-sensitive.

Email Template
Post Date: When you launch campaign

Emails:
Kickstart your Fitness in just 30 Days
Still Time to Sign Up for Kickstart your Fitness

EMAIL 1:

SUBJECT LINE:Kickstart your Fitness in just 30 Days

Thank you for your interest in our 30 Day Kickstart your Fitness!

Spaces are limited, so congratulations on taking action to secure your spot! I've added some info below about what's all included in this special offer.

[make sure to include any specific info here as well as some bullet points of what’s included below.]

If you are SUPER PUMPED (like I am) and ready to sign up you can do so by clicking the link below.

Signup here > [Link to Register]

Keep in mind these spots are on a first-come, first-served basis. Take action now, because once they are gone, they are gone!

If you have any questions please just reply to this email and I will get back to you. If you still want to come by the gym to see the facility and meet me you can click the link below to schedule that time. Remember spots are limited, so hurry!

Schedule a time > [Link to Register]

Thanks!
[Gym Owner]

P.S. You don't have to be perfect, you just have to start!

EMAIL 2:

SUBJECT LINE: Still Time to Sign Up for Kickstart your Fitness

Hi,
I know you were interested in our 30 Day Kickstart your Fitness, but spots are filling up and I want to make sure you get in on it before it's too late.

Please let me know if I can answer any questions and if you're ready to sign up you can do so by clicking the link below.

Signup here > [Link to Register]

Thanks!
[Gym Owner]
Was this article helpful?
Cancel
Thank you!