We will all see the gym taking orders on the street that seems crazy. Maybe we think that gyms are not allowed to lose money and earn money because of their low delivery behavior, high pedestrian rejection rate, large manpower investment and low discount membership fee before opening. How should we treat the gym as a marketing method? We can analyze it from two aspects.
First, why is the gym keen on this marketing method?
From the point of view of sales, dispatch marketing is an effective way to innovate, retain and transform gymnasiums. A consumer who needs fitness needs to go through a chain of problem cognition, information search, alternative evaluation, purchase decision and post-purchase evaluation. Because fitness and membership card applications involve a lot of professional knowledge and doubtful factors, there will be some information asymmetry. If non-personnel send orders, consumers will be disturbed by many irrelevant information such as knowledge confusion and scheme selection before purchasing decisions, then this consumption decision chain will be stretched or interrupted invisibly, and the effect will be bad.
If there are a large number of relatively professional personnel to send orders, through observation and screening, we can stimulate customers' needs, establish information exclusivity, answer consumers' purchase questions in time, and induce customers to register and leave card information by establishing preferential benefits of high price and deep discount, thus completing the transformation of pulling new cards. This chain is basically closed and controllable, and the conversion transaction rate is naturally higher than other methods.
Second, why does the gym attract new customers?
Gym distribution marketing also needs to screen customers. According to the data they have mastered before, they will give portraits to customers who may have fitness needs and conduct related speech drills. Therefore, there will always be some customers who have fitness needs to enter their field of vision, and at the same time give them greater discounts such as card discounts and courses to attract new customers.
Third, will the gym make money by issuing bills?
The answer is yes. A large number of gym customers usually advise them to apply for a long-term annual card, but it is estimated that it is difficult for many fitness whites to stick to it regularly and quantitatively. If you return your card, you will face various excuses. It seems to be affordable, but in fact, the cost is very high. Therefore, gyms often send large orders to attract new customers.
To sum up: what exists is always reasonable. As a fitness white, you should resist the temptation and compare your own strength in many ways. Don't be hot-headed and overestimate your fitness determination and willpower.
"Create an original article every day to teach you how to do marketing", and pay attention to WeChat official account "Marketing Flight" by Li Haitao.