BLACK FRIDAY | Marketing Campaign

This campaign is to get new leads in the door. Typically, Black Friday is reserved for retail and online stores, but there’s no reason why a service based business like a gym can’t capitalize on this big event when consumers are ready to spend their money.

We’ve provided ideas, tips, and possible promotions you can use to not only get new members, but also keep your existing members longer. We’d recommend you run in not only on Black Friday, but also through the weekend including Cyber Monday.

Black Friday Offer Ideas:

- Gift cards that can be used for swag or even towards Class packages.
- Pre-New Year’s offers. New Year’s offers make sure the gift recipient will use their gift sooner, rather than later.
- Deals with incentives. Think giveaways and bundles.
- Discounted merch. Offer discounts on your gym merchandise. EXAMPLE: Buy $100 of merch for $80
- Bundles. Combine popular classes and training programs.
- Subscription services. Offer a percentage off of regular subscription prices.
- Friends and family. Give your members access to discounted rates for their friends and family.
- These are just a few ideas to get you started. Get creative.

Graphics:

We've made it much easier for you to customize the marketing campaign graphics. Instead of providing jpgs that you can't revise, we've created our graphics in Canva so you can now replace photos, logos, and also the text.

We are now offering templates you can pull into your free version of Canva and customize. From there you can easily resize the graphics for whatever platform you want to share them on.

Back to School Canva Graphic Templates For You To Use:

Instagram Post #1 template >
Instagram Post #2 template >
Instagram Story #1 template >
Instagram Story #2 template >
Facebook/Web Banner #1 template >
Facebook/Web Banner #2 template >

See the example templates below from Canva that you can easily customize.

Steps to set-up:

Create your offer for your Black Friday campaign. We came up with possible offers below.

Use Canva to edit the pre-designed templates we created and add your offer. Revise as needed.

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:

$100 Gift Card For Only $80 - or whatever works best for your gym. Idea is for them to spend money in your gym and receive a great value.

Pre-New Year’s Kickstart (A couple options are below)
- OPTION 1 IDEA: Package up what a new member gets their first month and possibly discount the price: Free Consult, OnRamp/Foundations, Unlimited Classes, Goal Assessment, Body Composition
- OPTION 2 IDEA: Get Started Early with your 2022 Fitness Goals. Buy 3 months now and get 1 free.

Give $100 to a Friend. Get $100 For You! (You can put any $ amount that works for you. Obviously, the more you give, the more leads you will get.)

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

Social Media

CAPTIONS

Black Friday Fun, Fitness, & some Fantastic Deals! [ Share offer ]

You aren't going to want to miss this! [ Share offer ]

Black Friday Deals for a gym? Oh Yeah! [ Share offer ]

Offers like this only come once a year to our gym! [ Share offer ]

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 Black Friday Campaign 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.

AD TEXT:
You aren't going to want to miss these once a year fitness offers.

👉 YOUR OFFER(S) GOES HERE 👈

Grab this INCREDIBLE deal [your offer goes here again] and get hooked on your results!


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:
🔥 BLACK FRIDAY! Fun, Fitness, & some Fantastic Deals! 🔥🔥🔥

Newsfeed Link Description
Provide a sentence or two with some extra details on your Black Friday Offer.

SAMPLE TEXT: 👇 CLICK TO SEE AND LOCK IN THE DEAL! 👇

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/black-friday]

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

EMAIL 1:

SUBJECT LINE: 🔥 BLACK FRIDAY! Fun, Fitness, & some Fantastic Deals! 🔥🔥🔥

Let's face it. We all like to shop for deals on Black Friday.

We decided to have some fun this year and try something different.

How about some special fitness offers for you to get stoked about?

That's right. If there was ever a time to give our gym a try, NOW IS IT!

Check out the offers on our website [add your website landing page link]

Thanks!

[User Signature Block]

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

Updated on: 14/10/2021