Black Friday is no longer just about televisions, laptops and Christmas shopping.
For gyms and health clubs, it can also provide a valuable opportunity to generate enquiries at a time of year when membership sales can traditionally become more challenging.
But simply reducing your membership price isn’t necessarily the answer.
Give People a Reason to Act
One of the biggest advantages of Black Friday is urgency.
Consumers already expect offers to be available for a limited period, making it an ideal opportunity to create a genuine deadline around a membership campaign.
That might mean limiting the number of memberships available, running an offer for a set number of days or adding extra value rather than simply cutting the price.
Don't Get Lost in the Noise
The challenge is that almost every business is competing for attention at the same time.
A generic “Black Friday Gym Offer” can easily disappear amongst hundreds of other adverts.
Strong imagery, a clear headline and a simple offer are essential.
And remember to tell people why they should join your club, not just how much they can save.
Think Beyond Friday
Black Friday can also introduce your club to people who aren't quite ready to join.
Continue communicating with those enquiries after the promotion ends. Someone who doesn't join in November could still become a member in December or January.
The value of a Black Friday campaign isn't necessarily limited to the memberships you sell that weekend.
Make It Easy to Take the Next Step
Even the strongest Black Friday offer can fall flat if the next step is complicated.
If someone sees your advert and is interested, make it easy for them to act. A simple enquiry form, clear call to action or opportunity to book a club tour can help turn that initial interest into something more meaningful.
The more steps someone has to go through, the more opportunities there are for them to change their mind.
Keep the journey from advert to enquiry as simple as possible.
