Anatomy of a 152-lead fitness referral campaign
With the economy in the toilet, it’s urgent you have a comprehensive referral generation system running in your fit-biz.
Referrals are the lowest cost clients to get, they come to you predisposed and ready to buy because of the trust projected onto you by the referring client, they tend to buy larger packages with less price resistance, and maybe best of all, they’re already conditioned to refer others to you, since they came to you by way of referral.
There’s a lot to like about referrals.
But very, very few fit-biz ownwers are doing even 10% of what needs to be done to generate referrals consistently and systematically.
Right now, our Gold Plus, VIP and Platinum Members are working with us to create a comprehensive checklist of every possible way to generate referrals. We’re collectively putting together the ‘ultimate’ referral marketing checklist, allowing our Members to systemize referral programming.
Do you have a referral system in place? If so, how many ways are you programming for referrals right now?
I’d be surprised if you can list more than 3-4 that you’re *actively* doing. If you’re like most fit-biz owneres, it’s probably more like 0-2.
Truth is, there’s dozens and dozens of ways. And you should be doing most, if not all of them, particularly now.
Here’s one way that’s working particularly well to generate lots of referred leads fast…
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Anatomy of a 152-Lead Referral Campaign
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How it works:
You incentivize active and inactive clients to send you referral leads in return for small gifts (referral rewards). There’s also a contest component with a big gift. Everyone who sends in leads above a certain threshhold gets entered into the contest to win the big gift.
Our VIP Members are running this campaign and it’s producing as many as 152 leads for one Member, with almost everyone receiving in the 30-80 range.
That’s pretty productive, wouldn’t you say?
Here are the tools you need to run a campaign like this (these are the actual tools we provide to our VIP Members):
1. Website landing page with offer
2. Website success/thank You page
3. Multiple emails driving to landing page
4. Referral rewards offer letter #1
5. Referral rewards offer letter #2
6. Referral rewards final notice postcard
7. Autoresponder emails for those who enroll in referral rewards
8. Fulfillment letter/package sequence to convert referred leads
9. Thank you letter to clients who refer
That’s a lot of stuff. And reality is, you need all of it to make your campaign work as productively as possible. You need an integrated, multi-media approach with a strong hook/offer.
And it needs to be online AND offline marketing.
Email/website alone won’t do the trick. That’s not speculation, it’s fact. 80% of the referred leads this campaign produced came from OFFLINE (direct mail) marketing. But the online component supports and reinforces the offline, keeps the message/offer in front of prospects with multiple touches, and compounds the results. So you have to do both.
And that’s the problem with most of the marketing I see fit-pros doing - it’s simply not complete. All the bases haven’t been covered, and the campaign either pulls poorly or not at all.
I commend anyone who’s doing stuff - who’s in action. And I understand there’s only so much time in the day, and creating complete campaigns like this takes lots of work. But that doesn’t diminish the importance - the necessity - of being thorough.
Remember, as the business owner, your PRIMARY responsibility is to be the “rainmaker.” That’s JOB #1. And nothing else is even a close second. Because without leads and clients, there’s no business.
But you’ve got 101 other things that need your attention, too. Which is a good reason to see if you qualify to “hand off” your marketing tool creation to us.
Just think about the value of even one referred client.
And then consider how that referred client is already conditioned to refer more clients.
And don’t forget that your original client, who gave you the referral, can become an almost un-ending source of more referrals (a ‘champion’ of your biz - THE highest value relationship). Because once someone refers to you, as long as the ‘transaction’ is handled correctly, they become even MORE inclined to continue referring.
It’s like a snowball rolling down hill. With every referral your business gains more momentum, more speed, more mass.
And growing your biz becomes easier, more cost-effective and more automatic.
If having done-for-you tools like this powerful referral rewards campaign interests you, then go see if you qualify for our VIP ‘area exclusive’ program. That’s where you get all the best marketing tools we have - and you lock-out your competitors from getting them first.
See if your area is still available by looking at the map here:
To more referrals,
Eric Ruth
P.S. Having the right marketing collateral, stuff that actually works consistently, is absolutely key to your business survival and success. But creating tools is one of the most complicated and high risk things you do in business. You just can’t afford too many losing campaigns. Plus, it’s emotionally draining and a real confidence-killer when your stuff doesn’t work.
Tags: fitness referral, referral, referral generation