How to Structure Holiday Promotions - Coaching Success - #501

Barbell Logic

Health & Fitness, Nutrition, Health, Diet, Fitness, Weightlifting, Barbelltraining, Strengthtraining

4.6 • 1.2K Ratings

🗓️ 17 November 2023

⏱️ 28 minutes

🔗️ Recording | iTunes | RSS

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Summary

Learn how to structure holiday promotions, from timing (Black Friday, pre-Christmas, and post-New Year's), types of incentives and discounts you might offer, and the cyclical nature of the fitness business.

How to Structure Holiday Promotions: Black Friday & Pre-Christmas

The lead up to Thanksgiving and Christmas is a time people spend more money. Because you believe in your product or service, and in the case of fitness your service is clearly helping improve your clients' quality of life, it is better they spend money on your service than something they don't truly need.

This is a great time to offer things such as annual subscriptions, gift subscriptions or gift cards, and limited-time or urgent sign-ups (e.g. 5 spots at a reduced rate).

People are looking to spend money and give gifts, so encourage them to spend money on physical fitness and quality of life.

Also, avoid those times you'll likely be drowned out. You should likely have your promotions ready early the week of Thanksgiving. Pre-Christmas sales need to be out after Thanksgiving. Black Friday, and that entire weekend of American Thanksgiving, is a weekend where your ads will be drowned out and your potential clients will be inundated with offers. Deliver your promotions (ideally) before or (less ideally) after that.

You will see sales dry up around a week before Christmas. This calls for a change in strategy.

How to Structure Holiday Promotions: Post-Christmas and New Years'

People tend to find themselves less fit and having gained weight after New Years', but they tend to have less money to spend. Now is the time to make signing up as frictionless and painless as possible.

You might consider offering the first month free or some other type of free opportunity where you can deliver value and have them see how their life could be better with your service.

This is also a great time for referrals, as clients can secure free or reduced coaching as they bring their friends or family to enjoy what they have enjoyed and found value in.

Another time people are more fitness-minded is mid-to-late-Spring, when people begin to think about wearing swim suits and how they'll look with the less clothes people tend to wear in the summer.

How to structure holiday promotions? Consider the timing, what people are looking for, and likely hurdles.

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0:00.0	The podcast where we talk about what it means to experience strength.
0:08.0	And how you can use simple, hard, and effective strategies in training and nutrition to improve your life.
0:15.0	It starts with meeting you where you are right now in finding lasting solutions.
0:20.0	Welcome to the show.
0:31.0	You're listening to the Barbel Legend podcast is another coaching success series.
0:38.0	I am your host Matt Reynolds. Thanks for being here.
0:41.0	If you get value out of these podcasts, it would be such an honor.
0:45.0	If you would give us a five-star review on Apple podcast or Spotify, Apple podcast certainly is probably the thing that drives the algorithm.
0:53.0	So share this with another coach, friend, business owner.
0:57.0	Even if they're not in the fitness industry, I think there's a lot of value to be extracted from these where I'm just trying to give you everything that I've learned about business over the years completely for free.
1:09.0	I think I've said this before, you know, we're a service business.
1:12.0	We make our money on service and coaching.
1:14.0	And so we're not a content company.
1:16.0	We put out a ton of content for free.
1:19.0	And for us, that strategy is really, and we'll talk about this soon, about why content is king that content, which is a fair amount of expense and time to put together is really the thing that helps get people into the funnel.
1:33.0	And once they start consuming your content and they see you as an expert in the field, whether that's coaching or business or whatever it is that you do.
1:41.0	Some percentage of those people who are consuming content and often it takes several years of consuming their content, they'll become paying clients.
1:50.0	And so we put this out, you know, one, because it takes up a tremendous amount of bandwidth in my brain.
1:56.0	And I like to get it out. That's why I developed the podcast in the first place.
2:00.0	We put out a tremendous amount of content.
2:03.0	And there's a couple of reasons for that. I mean, at this point, the business is doing very well.
2:08.0	And then it takes up a tremendous amount of bandwidth in my brain.
	...

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