So, your health club operation has signed up for a white label Wexer Web Player – a way to support your members during this period of self-isolation, giving them world-class workouts to do from home, but also providing them with a trusted ‘any time, anywhere’ workout tool that will complement their in-club training in the longer term.
The next question is, how will you market this new service to maximise its impact for members, and with it your business?
We recommend a phased launch campaign, which could be structured along the lines of the below…
Draw up your strategy
- Phase 1– pre-launch marketing, building intrigue and interest.
- Phase 2 – marketing Web Player to your current, active members, either as a premium add-on to drive additional revenue, or as a complimentary service to enhance loyalty, retention and perceptions of value.
- Phase 3 – marketing Web Player to your prospective members: a value-added tool for those seeking a gym that offers whole-life support, or a digital membership package for those unable or currently unwilling to physically attend your gym.
- Phase 4 – marketing Web Player to your lapsed members to re-engage them, improving perceived value of your gym membership, or focusing on digital-only memberships that counter the usual barriers of time, price and geography.
Phase 1: Pre-launch marketing
- Clearly communicate timeframes. Make sure your members know it’s coming!
- Ensure your members understand all the cool, high value features.
- Make sure your members feel supported, especially in these challenging times when they’re stuck at home, isolated from your usual in-person support.
- Highlight the simple steps for members to get started with on-demand classes.
Phase 2: Market Web Player to your current, active members
- Promote the key features of Web Player with messages like “Work out any time, anywhere, on any device” and “Fitness even when you can’t make it to the gym”.
- Highlight the breadth of content available: With 550+ music licence-free classes from the world’s top content providers, all categorised into user-friendly class collections, there really is something for everyone.
- Use trailers and virtual class imagery to supercharge your content marketing.
- Embrace a wide variety of marketing channels to promote the new offering: email, social media, website and (when the current crisis is over) in-club.
- Deploy the power of video marketing to clearly show your members how Web Player lets them work out any time, anywhere, on any device; there’s nothing like a video to show how simple it really is.
- Depending on your membership structure, you might offer an incentive for members to sign up to Web Player.
- Keep drip-feeding your promotional comms over a period of time, to ensure all your members are aware of the new service and how it can benefit them.
Phase 3: Market Web Player to your prospective members
- Clearly feature your new on-demand service on your website homepage.
- Create a dedicated landing page for your on-demand offering.
- Use social media to spread the word about your new on-demand service.
- Consider a targeted, paid-for Google Ads campaign.
- Turn cold prospects warm by offering them a free trial of your new Web Player – a great first step in the door, which you can then aim to turn into full club or digital membership as the trial period comes to a close.
Phase 4: Market Web Player to re-engage lapsed members
- Offer lapsed members a free trial for your on-demand platform to try and entice them back; this can also work for members who haven’t yet churned but who are inactive, showing them new ways to tap into your support so they continue to see value in their membership.
- For lapsed members, consider offering a promotion to sign up to a digital-only membership; this could get around the issues that led them to lapse in the first place.
- If your gym allows for temporary freezing of membership, contact any frozen members about your new on-demand solution. It could just be the supportive, value-adding feature they’ve been waiting for.
- When a member approaches you to freeze or cancel their membership, first offer them a digital-only (Web Player) membership.
For further information and support, or to request marketing assets for your Web Player launch, please contact your Wexer Account Manager.