How to use SWAG in Your Gym or Fitness Center Marketing Strategy
We have all gotten SWAG at some point. Whether it came in the mail as free personal return address labels or a stress ball at a tradeshow, SWAG is a marketing approach used in every industry… because it works. Executed properly SWAG can be one of the most effective ways to improve brand awareness and generate word-of-mouth marketing. However, heed our words… not all SWAG is created equal, nor is all SWAG a worthy investment for your gym or fitness studio.
In this article, we will outline four tips to ensure your gym SWAG program maximizes its ROI and allows you to accomplish your business goals.
Rules for effective use of SWAG
Rule # 1: Determine Your Goals
In order to make SWAG work harder for your fitness studio, you should always start by identifying and mapping out your objectives.
Ask yourself, “Why should I make an investment in SWAG and what do I wish to gain from it?”
This discussion will help you determine the level of investment and the type of SWAG you choose.
Goal: Build Brand Recognition
You just started your gym, and you need to get the word out that you are open for business, or you are an established gym looking to enter a new market – SWAG will help you reach that objective and build brand awareness. In this instance, think volume. The more exposure folks have to your brand, the better. Keep in mind you might only convert a little percentage into new members, so you’ll want to keep your price per piece low.
Volume:🏋️🏋️🏋️🏋️
Investment:🏋️
Goal: Sign Up New Members
When folks know about your business but just aren’t sure about becoming a member, SWAG can help give them the last nudge to join your gym. In this instance you will want to invest a little
more.
Look at it this way, if people know about your business but aren’t currently members, they’ve either knowingly or unknowingly decided that your gym isn’t a good fit them or their lifestyle. You need to sway their perspective and show that you are the right gym for them. In this case, SWAG paired with a promotion or introductory offer is even more effective.
Volume:🏋️🏋️
Investment:🏋️🏋️
Goal: Retention
According to industry statistics, the cost of acquiring a new member is anywhere from five to 20 times more expensive than retaining an existing member. In other words, an investment in retention is most likely less expensive than looking for new members to sign up.
When it comes to client retention, SWAG assists in two ways: it shows that you are appreciative of your members loyalty, and it also serves as a walking billboard for your business. Your members are your brand advocates and your biggest advertisers! They are your INFLUENCERS! They help build brand awareness along with building the community around your gym that is so important to retention.
Volume:🏋️
Investment:🏋️🏋️🏋️🏋️
Rule # 2: Know your members
Business 101: every business owner needs to know who their customer is. As a gym owner you need to know who your members are. Where do they come from and how do they get to your gym? How old are they? Where do they work? What are their hobbies? What products and brands do they love? What drives them? What bores them?
When you know who your customer is, you can invest in swag that will be used, not trashed.
Identify a Need
One way to find SWAG that will be used and appreciated, is to identify a simple need in your client’s life or workout routine. Is there something that an inexpensive piece of SWAG can help with? For instance, what is something that may be useful in your business but also outside of the gym. A water bottle or blender bottle for instance or maybe a warmup hoodie?
Provide them with Value
Depending on your goals, maybe identifying a need is not the priority. Rather, you just want to give them something that’s 🔥🔥🔥. Individuals are loyal to brands that they share values with. When they share their brand association with others, they receive affirmation and validation. That attention helps solidify their relationship with you and your brand.
Rule # 3: Pick the Right Path
Meet your members/prospects where they are. Your goals as discussed above, will determine where (and how) you want to provide your SWAG to clients.
In Your Gym or Fitness Studio
Handing out SWAG from your business is best suited for those who are already members. Now think about non-members. Ribbon cuttings and grand openings are great opportunities to connect with non-members and get them into your gym or studio. From there you can use SWAG to help them consider signing up. Don’t forget about, community gatherings (Farmer’s Markets, local chamber events, concerts in local parks, etc.) that happen right outside your door. These are all opportunities to get unlikely customers inside your gym.
Outside of the Gym
A presence outside of your business will help attract new members. First impressions go a long way, so do it in style sporting a hat or shirt with your gym’s logo. Attending community events can be a great way to introduce your business to an untapped audience. Your SWAG will help you get more brand awareness in those instances and potentially even sign-up new clients.
Online
The internet provides a plethora of affordable opportunities to interact with your clients and prospects. Whatever your digital goals are, SWAG can help you accomplish them. Selling gear via your online merch store or offering giveaways of branded product via social media campaigns, you want to catch your prospects eye to get them to stop scrolling and interact with you. In this instance high value swag can be a game changer.
Goal 4: Invest in Quality
Who wouldn’t love to print money? If you could, you would create and hand out the hottest SWAG to everyone you know. The reality is everyone has a budget. Infantile Industries can help you get the most bang for your marketing bucks. We have relationships with some of the biggest names in athletic wear such as Nike, Champion and Adidas, and we also know some of the best up and coming brands you have probably never heard of.
SWAG is an investment and a valuable tool in you marketing kit. If your goal is to grow your business and your revenue, you will want to make sure you earmark some of your annual marketing budget for QUALITY SWAG. Let the team at Infantile Industries help you make the most of those marketing dollars on your next SWAG or print project! Email us today at info@infantileindustries.com to get started!