As Black Friday approaches, most shoppers prepare to take advantage of the best deals and discounts of the year. While retail giants often dominate this shopping event, 71% of surveyed U.S. shoppers are willing to pay more to support small businesses during Black Friday and the holiday season. That means fitness studios like yours have the opportunity to increase memberships, reconnect with past clients, and set the tone for a profitable new year. As Black Friday approaches, it's tempting to throw together a quick discount in hopes of boosting sales in your fitness studio. However, a thoughtful, well-planned Black Friday campaign with an adequate marketing runway can deliver lasting revenue all year long.
For a deeper dive into Black Friday strategy, check out my other articles on Black Friday Marketing and Black Friday insights.
The fitness industry is filled with studios promising "community," "expert trainers," and "certified instruction." However, these phrases often blur together in a client's mind, making it challenging for studios to stand out. Early planning allows you to craft a unique, engaging message that moves past these overused phrases. Instead of relying on common buzzwords, your campaign can focus on what genuinely makes your studio unique. Use this time to ask your clients why they come to your studio and develop messaging that resonates with your target clients on a deeper level so you can stand out from the inbox noise.
Getting the word out about your Black Friday promotions ahead of time helps build anticipation and excitement. Imagine your clients receiving early teasers, countdowns, and sneak peeks that create a sense of exclusivity. By the time Black Friday arrives, they'll already be primed to act on your offer.
When you start marketing early, you have the freedom to roll out promotions in stages, using various channels like email newsletters, social media, and in-studio signage. Consider offering an early bird deal for clients who sign up before Black Friday – this can capture interest and make your studio feel accessible and responsive to their needs.
Pre-launch marketing also provides valuable feedback. Monitoring engagement with your promotional emails or social posts will give you insights into what resonates most with your audience. This data is crucial for refining your messaging before the big day, ensuring you're delivering an offer that genuinely appeals to your clients.
A last-minute Black Friday campaign often leads to logistical issues that can disrupt both your team and your clients. Without early preparation, you risk overloading your plate, straining your staff, or even confusing clients with unclear messaging. By planning early, you give yourself and your team the time to anticipate potential challenges and ensure that the sale day runs smoothly.
A solid Black Friday plan includes coordination with your team so they're well-prepared and confident in delivering an excellent experience. This way, you can focus on providing quality service to new and returning clients rather than managing last-minute details. A streamlined approach also extends to your booking and payment systems, which should be tested in advance to handle the potential influx of purchases. As emphasized in our Black Friday insights, smooth logistics contribute to a positive client experience, reducing the risk of technical issues or frustrated customer emails.
Black Friday isn't just for attracting new clients; it's a prime opportunity to re-engage and reward your loyal members. Create special offers and loyalty perks for your current client base, reminding them of the value of your studio and encouraging them to invest further in their fitness journey with you. This could include PIF discounts, access to specialty workshops, or bundle packages that enhance their overall experience.
When your clients feel valued, they're more likely to stick around, share their positive experiences, and even refer friends to your studio. Consider offering your existing clients a preview of your Black Friday deals to show your appreciation for their loyalty. Offering exclusive or early access to these promotions helps strengthen the trust between clients and your studio.
As you know, fitness studios' peak time is during the New Year's resolutions zone, making Black Friday the ideal time to capture leads. By planning your promotions early, you can build a list of interested clients who are excited to join when the new year arrives, even if they don't buy in November.
Set up your Black Friday introductory packages to expire in early-mid January when clients are at their most motivated. These offers provide time to nurture these new leads while your studio may be at its slowest, turning them into committed members by January. Focusing on lead generation during Black Friday is a great way to build momentum. Capture leads now and continue engaging them through email marketing and targeted promotions until they're ready to buy.
A successful Black Friday campaign can provide a significant boost to your studio's year-end revenue; in fact, 34% of businesses report their best earnings in Q4. Beyond standard discounts, think about creating packages that provide added value without heavily discounting. For instance, bundled offerings, such as a package of class passes or a year-end membership deal, can bring in extra revenue while encouraging clients to commit to a longer-term fitness journey with you.
These targeted offers are more likely to resonate, helping you capture a range of clients while maximizing your revenue potential. Ending the year on a high note financially not only boosts your bottom line but also sets a positive tone for the months ahead.
Starting early will give you the time to build hype, create offers that resonate, and ensure a smooth execution that leaves clients excited to buy. Need more? Read the other Black Friday marketing (here and here) to craft your campaign step-by-step.
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The fitness industry revolves around trust. Clients are coming to us with some of their most personal goals- to lose weight, feel confident, and live longer- these are heavy and intimate, which means if we don't have a client's trust, we won't have their membership.
