Marketing your Pilates Business
The Importance of Advertising Properly
Once you have decided on how, what and where your new Pilates business will be, the next important step is marketing. Marketing can be a major expense, so it is important to spend every penny wisely. Some of the following sales promotion techniques may be helpful:
- Have a small leaflet and some business cards printed. Remember to always highlight your certified logo on all your printed material.
- Don’t forget to include your full address and telephone number on all printed material.
- Try to set up a website for yourself. You can always start with a free server if you do not want to invest in a full scale web service. Setting up an official email address for your business always looks professional.
- Visit other local studios and health clubs to see how they promote their business. Try to spread the message about your business with anybody you know, even your local hair dresser.
- Promote yourself in local newspapers and fitness magazines. You can also run an advertising campaign for your website. Google has a feature where advertisers can place advertisements to attract customers within a mile or so of their place of business.
- Ask existing clients, friends and relatives for referrals.
- While talking to prospective clients, make sure you have a professional attitude and dress appropriately. Make sure that you have a proper note pad and pen ready so you can various features of your programme. Keep all your marketing material handy while talking to the client. Give a copy of your brochure to the prospective client at the end of your meeting.
- If possible place a computer on your table so you can show the client a few slides or a video related to exercise techniques, or a view of your training programme.
- It may also help to get accounting software installed on your computer.
Client feedback
Feedback from your clients is very important if you want to improve your services. Get any new clients to fill out a survey and a Pilates instructor assessment form. Getting feedback from your clients will help you understand the type of service the customer expects. An assessment form will give you a broad idea of where the client stands in terms of their fitness levels and how much work you will have to put into getting them to their desired level of fitness.
Client Feedback Questionnaire
You may find the following questions useful to help assess your client's needs:
- What days are best for you to participate in a training programme?
- What time of day is it best for you?
- Please describe your training goals briefly.
- How would you rate your motivation towards your training goals (low, medium, high, very high)?
- What is the main motivating factor behind you joining a training programme?
- Have you been training during the last year. If so, describe any improvements in your fitness level.
- What are the main things that you are looking forward to in a training program?
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