All Facebook advertising types that we use allow us to utilize a radius around our club to target our spend on. Since day 1 with FB this tool has been a major factor in FB being so much more effective than flyers, TV, radio etc. It wasn’t that long ago that the minimum radius we could set was 20km’s. As of last month the minimum has decreased to as little as 2km’s! A massive help for any targeted marketing.
Local awareness adverts were one of the absolute go to advert set for Gym marketing. In May, FB discontinued this form of marketing. You can still do similar types of advertising within FB, but not quite as set and forget as the old local awareness ad.
Messenger advertising is coming! We recently learned that in Australia and New Zealand 40% of all time on Facebook is spent within the messenger app. Any day now they are launching messenger advertising. This will allow us all to hone in on our target market whilst they are extremely captive, and comfortable, messaging their friends.
Event advertising made harder. Facebook have changed the way we can promote our events like Open Days, bring a friend for free days, and class launches etc. Creating the event, posting as many things within the event, and the old school boosted post is your best option. The option of ‘interested in’ and ‘going’ will certainly help your organic reach.
written by Tess Milani - Social Media @ CFM and Liam Robertson - Director @ CFM
Don’t let the Frequency rating of your ad get too high
A high frequency rating will cost you more than you need to spend, and it will annoy your local community. Don’t let your frequency of any one advert get above 1.9.
Don’t just Boost
Of course its great to boost your posts but it is absolutely not the best way to get your message out into the community. Each message requires a different approach but Local Awareness, Traffic and even Lead Generation adverts are a great starting point.
Don’t ignore your competitions SM presence
One of the greatest joys for Marketing Nerds (like those in the CFM offices) is the availability of amazing FB reports. Comparing posts, likes and especially engagement, comments and shares is a good starting point.
Don’t be lazy with your imagery
It is easy to grab a quote online and whack it up. But good quality local images or video’s of your members, staff, classes, and community will help your organic reach. Run competitions for your members and staff to help create your content. If you do want a simple motivational quote use an app like Canva.
Don’t be slack on replying to messages
This is simple, the quicker you respond, the more referrals you will get in the long run, and the longer your members will stay.
Don’t expect your Social Media to be your saviour
in our industry we are motivating procrastinators. It actually makes marketing more strategic and enjoyable. But it absolutely means that a multi-faceted approach is key. Our prospects want ‘A SIGN’ to make the commit to join your club. To create this we need an average of 7 touches. That is buzz, guerrilla, community outreach all coupled with an ongoing social media approach.
I’m in a room of new faces, and the one question that I use to break the ice, the question that starts a series of other questions, is the one question I struggle to answer…..What do you do for a living? For most people this is a black and white question. We all know what a Teacher does. We all know what a Cop does, but what does a CFM Marketing Manager do? As I try to explain that I market gyms, in places I have never been, for people I have never meet, away from family and friends for 10 months of the year, I feel as if I’m losing them!So, I bypass the question and talk about travel, as nothing builds the bridge of conversation like the roads we have travelled. It then hits me, I have never been in the same place for more than 8 weeks in the last 7 years! So, what do I do and why do I do it?
Health and fitness has always been a passion of mine, so it is natural that I fell into this industry and what better way to immerse myself into it then with Creative Fitness Marketing (CFM). I wish I could tell you some fateful story where the universe interventions lead me through a series of butterfly effect like scenarios, ultimately leading me to CFM, but it was much simpler than that. John, a friend from Uni, who worked for CFM, referred me and I got the job! See, that’s how it works, I was referred by John, who had been referred by Krista, who was referred by Anthony and so on and so forth. Most CFM employees can track back their referral lineage 10, 20 years back! Rumour has it a former CFM’er “Bear”, can even date his back to the cave man era. Like a CFM family tree, in some way we are all “related” which helps build a culture like no other, but we will get to that later.
Sooo… back to the pressing question, What do I do as a CFM Marketing Manager?! As our Mission Statement describes my role is - “To Primarily Encourage The “Non-Active” Segment of The Communities We Work in To Make Exercise a Part Of Their Lifestyle And to Ultimately Improve the Profitability of Independent Health Clubs Around the World. However, this is too long to fit on a cue card or my hand and it can sound robotic repeated ten times in one night. It is easier to speak from experience. Firstly, and most importantly my role is to help the “forgotten about” members of our communities get healthy. While our competition is fighting over the active members of the community like a seagull on a salty chip, We are focusing on the people that really need it! They are the people with lifestyle preventable diseases like Type 2 Diabetes or are overweight and unhealthy. A lot of these people know they need to make a change but are too nervous, intimidated or see themselves as lost causes who can’t make a start on their own. They don’t see themselves as gym people, the gym to them is as foreign as hieroglyphics are to you and me. It is my job to provide them with support, a facility and a membership to change their lives and provide a healthy alternative to fighting disease or to just get in shape for Summer. After 7 years with CFM and after working at over 50 health centres, I can honestly say lives have been changed! In turn we also help Independent Health Clubs (the little guys) not only survive but thrive in an industry full of big guys! We do this all over the world! We enter a community and promote one of the most proven, cost effective, sustainable products in the world! Health and Fitness! All while having fun!
Now why do I do this? This is not an easy job, we are away from family and friends 10 months of the year! We move location every 6 weeks! I mean booking a 5-day vacation can be stressful – and this is my bread and butter! So why have I done this for 7 years? Firstly, I believe in the product! I mean how could you not? And then there is the travel! CFM has taken me through Mexico, America, New Zealand and nearly every spot imaginable in Australia, from Launceston to Rockhampton! In fact, next time you are road tripping around Australia flick me a message and I can tell you where to get the best coffee from and let you in on the secret hidden beach or spot to enjoy it at. Now for the people! People are to places like icing is to cake, it just tops it off. Many see wealth as material possessions, but true wealth is the people you connect with and the memories you create and CFM has provided me with that opportunity to fill my bank. But most importantly I do this for the culture!
Told you I would get back to culture. Now why is culture so important? Well culture is the key! You can have all the passion, the knowledge and know-how but without that key to start the engine and ignite that fire, then you’re not going anywhere. At CFM culture is that key! Remember we are away from friends and family most of the year so our culture is our support system, it is our family. A culture is something you belong to! It is your ideas, customs and social behaviours and CFM’s is second to none! I have met some of my best friends though CFM. Our culture is so strong that even after you leave you still remain a part of the CFM family and culture. So, what builds such a strong culture? I believe 4 pillars that create our culture 1, Is our common passion for this industry and helping people. 2, Our drive and desire to travel. 3. FUN! CFM’ers are notorious fun lovers! The Christmas parties are legendary and whenever you have more than 3 of us in the same room at once past or present, you’re in for a good time! I call it “Syzygy” which ironically is the same word they use for the alignment of Moons and Planets. 4, Well 4 I can’t explain. It’s that sense of kindred spirits, it’s that drive, a personality trait, something that links you to these former strangers. Each year my CFM family tree gets bigger and grows stronger. I see best mates leave and new ones join but through our culture we will always work for the best family in the world… Alright time to get back to these new faces and explain all of this! ……. maybe ill just tag them in it.
A frequently asked question is how our Social Media department and strategy has evolved over time to be so strong today.
CFM’s social media marketing plan consists of radius based local awareness adverts, targeted local awareness adverts, traffic adverts, messenger adverts, lead generation adverts, boosted posts, events, live streaming and re-targeted adverts based off both website and Facebook pixels.
These adverts are a mixture of professional videos and images pushing the clubs USP’s, inspiring images and quotes, and local videos and images made at the club itself. The local videos utilize current members, club staff and local identities with a mixture of humour and emotion and are designed to build your brand and engage your local community.
The social media department analyse the results of these ads daily, adapting the strategy based off each advert’s Facebook score, frequency, reach and click through ratio.
Proven over the last 5 years, but more successful than ever, CFM’s social media approach delivers results with new members, more followers and likes for future posts and a legacy of quality lasting content for your club.
“CFM social media was the most effective, with one video having over 10,000 views.” Rebecca Proude, Lifestyle 24/7, Hervey Bay, QLD.
“CFM’s social media marketing was brilliant!” Adam Wilson, Active Health Club, Edge Hill, QLD.
“CFM’s social media was great, we picked up an extra 300 likes on our Facebook page.” Dylan Walker, Totally Fit, Wallan, VIC.
“My favourite things was the Social Media videos and fun that it brought. The FB Videos and Instgram posts were brilliant. We got lots of comments from other retailers in town about it all too” Vanessa Ross, Total Body Fitness, Gore, NZ.
“CFM’s social media was fun and engaging, they were adding value and engaging with people and not just selling.” Natalie Thomas, Hub Total Fitness, Gladstone, QLD.
“CFM’s social media was absolutely phenomenal, its been a real eye opener for us as to how well its gone and how much we need to jump on board and learn more about it.” Lyndsey Reid, Warkworth, NZ.