The one dimensional approach of generating leads through the clubs is
rapidly developing into multi channel sources, via club and central sales/
marketing activities. The predominant focus areas are digital marketing
on the internet to closed user groups, building the business to
business field sales force and the use of Membership Exchanges.
A further benefit of the multi channel approach is that it will define the
optimal size of the sales force in each club and where our sales resources
should be deployed.
Sales First, an automated sales and prospecting system, is playing a significant role in focusing our sales teams to spend
time on the highest leverage activities and to reach our prospective members in the most effective way. It has given us the
opportunity to continue marketing to the lead base in a variety of ways.
New members on a structured fitness programme have a much higher
propensity to remain with the club. As a point-of-sale tool, the Product
Presenter sets out the benefits of the various fitness products such as
Body First, an affordable fitness product offering three personal training
sessions. It not only sets the new member on a trajectory of success,
but also impacts the member from a ‘customer relationship’ perspective;
enhancing their experience in the club and ultimately creating a greater
level of advocacy.