What Have Been Your Best Marketing Strageties?

[GqArtguy]

Just wondering from the independent trainers here (especially those doing in-home or group training), what have you done that has been most effective in marketing yourself?

Im not talking about marketing a facility, nor am I concerned about selling once they are in front of you, Im talking about marketing yourself and getting more people through the door on your own.

[DontTreadOnMe]

word of mouth is always a great one.

do a good job of training and if your client sees results you will get referals.

im guessing you go to their homes?

try advertising in the local newsletter or paper for your specific area/neighborhood

its not too expensive and targets the market you want to get

[lany]

This has been my biggest challenge. While I do some paid forms of marketing (magazine/newspaper ads, pay per click, directories) the absolute BEST source of leads is from networking with professionals who offer complimentary services. This takes the most work because it's relationship building, but it pays off. For example, I reached out to local provider of a healthy meal delivery service. I network with all of the Dr.'s in my office complex. Every time we get a client who needs doctor clearance, we call them personally and discuss the client's medical condition and training considerations - this lets the Dr. know we are serious, we know what we're doing, and opens the door for them to send other referrals. I also network with spa owners because their regular clients usually require the same type of disposable income that's required for personal training. Dieticians and physical therapists are another good referral category. I am considering joining a networking group like BNI so I can expand on this. Anyone else belong to that or something similar?
This is how we market our facility, which I know is not what you're asking for, but I don't see why it wouldn't work for an independent trainer.

[Jean-Paul]

I need to know a little more about who you are trying to get to. Business people? Stay-at-home moms? Golfers?

Your marketing should be based on who you "specialize" in.

If you were a motion dna affiliate, you would actually get referrals from our network. There's a lot more to it than that... I'll actually be speaking on this very topic at the FitcomXpo put on by Ryan Lee this year. We'll see how it goes.

Lany's advice was really good. I agree completely. Networking is your key.

Join your local Chamber of Commerce. Actually take advantage of the benefits. Go to every leads event you can attend. Mingle and talk up your business. You may find that by itself to bring you more clients than you can personally handle.

I am not a big fan of straight up print ads. They are very expensive for one thing, and the ROI just isn't there unless you have a large facility. The amount it costs to really get your name "out there" would be more than you could recoup if you trained all day long.

It's often cheaper to do inserts anyway, and depending on your target market, you can have it sent ONLY to the zip codes you want.

Try to shy away from just one-on-one if you really want to make a good living at this. Groups are the way to go, and their more fun. You know more than most of the lame trainers in your area. You could organize some groups of 6-10 people (work that Chamber crowd) and put them through some very effective workouts. It pays more per-hour, but it's cheaper for them so easier to recruit business. Plus the group dynamic keeps them all accountable and coming back for more.

Do you have a video camera? Do a short demo of a group workout (get some friends together if you don't have a group yet), and put it up on youtube, them embed that onto a one-page site that markets your services. That at least gives people a place to go to when you hand out a business card. You almost need to have a web site if you're in business these days.

[GqArtguy]

Originally Posted by Jean-Paul

I need to know a little more about who you are trying to get to. Business people? Stay-at-home moms? Golfers?

Well the beauty of the DC metro area is that you can hit any of those markets. If I were to target golfers (which I am looking into) it would probably more 1-1 based since most in my area are in country clubs so there is a preference for 1-1 stuff since many also work with golf pros on 1-1 bases.

I have no problem with stay at home moms. In fact, if I could make bootcamps for them, I would totally take it because its extremely lucrative and easy to discount sessions relative to 1-1 training.

If you were a motion dna affiliate, you would actually get referrals from our network. There's a lot more to it than that... I'll actually be speaking on this very topic at the FitcomXpo put on by Ryan Lee this year. We'll see how it goes.

Sounds interesting, I already do postural analysis with my clients so I wonder how much of a jump using that would be. Im not sure how to implement it for bootcamps with stay at home moms, but I could see it with golfers or high school teams. But my thing is penetrating the market in the first place.

Join your local Chamber of Commerce. Actually take advantage of the benefits. Go to every leads event you can attend. Mingle and talk up your business. You may find that by itself to bring you more clients than you can personally handle.

Ill look into that. It is a little intimidating though because the members in the fitness directory are my former employers or their marketing people representing big chain clubs (like Golds, etc.) and Im just a private independent trainer.

I am not a big fan of straight up print ads. They are very expensive for one thing, and the ROI just isn't there unless you have a large facility. The amount it costs to really get your name "out there" would be more than you could recoup if you trained all day long.

Yeah me neither.

Do you have a video camera? Do a short demo of a group workout (get some friends together if you don't have a group yet), and put it up on youtube, them embed that onto a one-page site that markets your services. That at least gives people a place to go to when you hand out a business card. You almost need to have a web site if you're in business these days.

Mkay. I will say though that Labadie discourages the use of business cards in his stuff. I havent found them to be all that useful either.

[Jean-Paul]

I know that he does, as does Ryan. I noticed that they didn't have them when I met them in person last year, and figured that was just what guys on their level did.

It cracked me up when I met some no-name trainers trying to do the same thing.

I personally like having cards available. When I meet people who are sincerely interested in going to my site or visiting my gym, it is a lot more convenient to have it all on one little card than to scrounge around for a pen and piece of paper.

Plus, I use a different kind of material and have a really nicely designed card that everyone comments on when they see it, so I know that it will stand out among their stacks of cards.

Either way, your site will still need something on it that will encourage people to purchase your services. A video of you pushing some people in a very fun, high-energy workout might give people a glimpse of what you do, and will let them imagine that they are one of those class members.

You are correct that the MDNA might not be useful for your stay-at-home moms, but it will be extremely effective at getting any athletes' business.

Using this I have gotten a local semi-pro basketball team to hire me as their strength/speed coach, and I train several golfers (two are PGA level). This tool gives me something different than what all the other trainers are offering from the outset, and the results are unbelievable, because you aren't giving some general golf program... You are basing your program solely on that golfer's imbalances and powerleaks, which you will be able to pinpoint even better than a seasoned golf coach.

That golf coach can't tell you that his club speed dropped from 75 to 63 miles per hour in the microsecond before impact on his best day. Something else to consider... This company is going to be hiring about 100 new techs that they will send out all over the country to work with pro teams (all sports). The techs have to be really sharp, and a level above the trainers for whom they provide these services. You might inquire about going through the training and possibly getting a job with us.

The business model has changed since I first bought a system. You can't buy a system anymore... You have the techs come out and test your athletes, and they do some advertising in your area ahead of time to get a bunch of other people there too. If you are their affiliate, you get ALL the clients.

This is going to sound unrealistic and pie-in-the-sky bullshit, but I have had a 100% close rate with every athlete I have tested ever since I started using this tool. It ALWAYS leads to the training program, and when they see what they need to do, they ALL ask for training. Sometimes just 4 sessions. Sometimes 12. I have sold 72 sessions, in cash up front from someone who was a powerdriver, who found out that he was reverse pivoting on impact and losing at least 40 yards off his drive.

I took him and fixed that hip, but I had to turn away business on every session. I hired more trainers the next time. Filled their schedules and had to create a waiting list. You can get a training business making in the 300's if you utilize some of the tools that are out there.

Re: chamber events... Don't let the Gold's guys or ANYONE intimidate you. Walk in there like you own the fucking place! Honestly, with what you know, walk in with that look in your eye that says, "I know kung fu!" People will be intrigued. The chamber dues will pay for themselves many times over. Most of their leads groups will only have one person representing each industry, so find one that doesn't have a fitness guy in it and offer to help fill that need. Your group will be the first group you get to recruit. Put together a 20 minute powerpoint on fitness (like something about why oly-lifts or functional moves) and present it to them or any other group that will take you. At the end hand out sign up sheet for your bootcamps and you will have enough people to fill several bootcamps.

Not only that, they will do as they are supposed to do in a leads group anyway... Spread the word! Fuck those big box guys. Honestly. They come to me for advice here.

One guy from a huge club came by my booth at the marathon, and I talked to him and his wife, and observed some postural stuff she was doing and asked her how her neck pain was doing. When she asked how I knew, I went through and explained a few things about functional anatomy and her posture, and what the fix was, and this guy hired me to train his wife on the spot.

Become the guy with the passion and the skills that everyone recognizes is the shit. You can just humbly sit down at your leads meeting like some kind of superhero knowing that you are the best in your area, and they will respond to that.

[GqArtguy]

Originally Posted by Jean-Paul

It cracked me up when I met some no-name trainers trying to do the same thing.

Its nuts because theres some chick at my place who does this with stay at home moms whose hubbies belong to country clubs and such. Theyre all loaded and she trains like 10-15 chicks at a time for two rounds. They do really stupid bosu-ball shit and they all chat during the workout.

Its retarded but Im sure shes making good coin off of it.

You are correct that the MDNA might not be useful for your stay-at-home moms, but it will be extremely effective at getting any athletes' business.

That would be sweet. There used to be a company that fizzled but they were somehow able to penetrate a lot of highschools and train the athletes. Theyd rape their own trainers and stuff but they still got a lot of traffic. 99% of all of their trainers are retarded but they are definitely getting the athletes. If the MDNA advertises, Id definitely love to train athletic teams. Ive done that effectively on a 1-1 basis.

This company is going to be hiring about 100 new techs that they will send out all over the country to work with pro teams (all sports). The techs have to be really sharp, and a level above the trainers for whom they provide these services. You might inquire about going through the training and possibly getting a job with us.

Id be interested. I filled a form that Zig linked in one of his threads. I cant swing a golf club all that well but I can definitely see deficiencies in hip mobility, flexibility, etc. I may not play the game but I can see that just from movement standpoint that something doesnt seem right.

I cant throw a baseball for shit, but I can still see how kids have weak posterior chains, shoulder imbalances, etc. simply by observing posture. Once you fix that, they start improving without me having to do any sport specific work (which their school overemphasizes anyway).

Re: chamber events... Don't let the Gold's guys or ANYONE intimidate you. Walk in there like you own the fucking place! Honestly, with what you know, walk in with that look in your eye that says, "I know kung fu!" People will be intrigued. The chamber dues will pay for themselves many times over. Most of their leads groups will only have one person representing each industry, so find one that doesn't have a fitness guy in it and offer to help fill that need. Your group will be the first group you get to recruit. Put together a 20 minute powerpoint on fitness (like something about why oly-lifts or functional moves) and present it to them or any other group that will take you. At the end hand out sign up sheet for your bootcamps and you will have enough people to fill several bootcamps.

I suppose my perceived weakness is that Im not a business, Im one freelance guy. Yeah I know more than their trainers, but Im not GqFitness LLC, Im just me. I think I would have to actually set up some sort of established venture before going to the Chamber meetings no? Thats a tax and legal world that I have no idea about.

[Jean-Paul]

I suppose my perceived weakness is that Im not a business, Im one freelance guy. Yeah I know more than their trainers, but Im not GqFitness LLC, Im just me. I think I would have to actually set up some sort of established venture before going to the Chamber meetings no? Thats a tax and legal world that I have no idea about.

All it takes to change that is a legal form and about $150 to incorporate yourself. Since you're independent, I suggest an S-corp. You won't be "just a trainer"... You'll be a business. I've read your posts for years so I don't understand why you don't just own your area by now. You've got everything you need for a good business.

[GqArtguy]

Originally Posted by Jean-Paul

All it takes to change that is a legal form and about $150 to incorporate yourself. Since you're independent, I suggest an S-corp. You won't be "just a trainer"... You'll be a business. I've read your posts for years so I don't understand why you don't just own your area by now. You've got everything you need for a good business.

K Ill look into that. Do you know how to contact the MDNA people? I did fill out their form on their site but it does look outdated because it was asking how much Im willing to spend on the equipment/software. I havent seen Zig post here in ages either.

[rsmith31]

I find that internet marketing is the best way to go. There are so many ways to go. You can post for free on most upcoming even boards for your particular area. There is also craigs llist, youtube, myspace, and there are many good internet sites that will help you design a good website and host it for around $10 a month. Most people when they are looking for a particular item or service in an area the first thing they hit is the internet.

[Jean-Paul]

I talk to him almost every day. I'll PM you my contact info and I will put you two together.

[PowerManDL]

Yeah making a corporation is easy, I've got an LLC I've had for a few years mostly to dodge creditors, but it makes doing business more easier.

Good posts JP. I need to get my own in-person marketing up to snuff, but I've always been too damn anti-social for this to come natural to me. Unless I'm drunk. Can I be drunk?

[kuri]

Originally Posted by Jean-Paul

All it takes to change that is a legal form and about $150 to incorporate yourself. Since you're independent, I suggest an S-corp. You won't be "just a trainer"... You'll be a business. I've read your posts for years so I don't understand why you don't just own your area by now. You've got everything you need for a good business.

Forgive my ignorance but what would be the reasons to set up an S-corp as opposed to a sole proprietorship? SE taxes or liability issues?

Good discussion here.

[Jean-Paul]

I was a sole proprietor for the first 5 years I was in business. It is fine, but you get much better tax advantages being incorporated, plus your personal assets are protected by the corporate veil if your business tanks. In other words, if your business closes with you owing money, they can't come after your house.

S-corp is easy if you are going to be the sole owner. I'm set up as an LLC, primarily because it makes it easy for me to take on investors, which when I first incorporated, I needed. I had investors buy in, and I bought it back from them over time (with interest of course). Once I had paid them all off completely, I gave my wife 1% so I could maintain LLC status in case I needed to raise more money later. It's a lot easier sometimes than going to banks, or in conjunction with going to banks.

LLC also has a very cut and dry tax code. I pay an annual "franchise tax" which is pretty low, and other than that I just have to keep up with my 941's. DO NOT fall behind on your 941's!

S-corp is the way to go if you are basically going to be a one-man operation, like if you were independent, working out of several clubs, of if you owned a small gym.

[kuri]

Thanks JP, great explanation!

I'm working on setting up my own training business right now so this is very helpful.