The Livewell Collective - May 2019

HOW TO CULTIVATE VALUABLE CUSTOM

When you’re thinking about buying a new product or service, what’s the first step you take? If you turn to the World Wide Web in search of reviews, then you’re in good company. According to a survey conducted by BrightLocal, 85 percent of consumers regard the customer review to be the single most credible and trustworthy source of advertising. That same survey found that 68 percent of customers surveyed were willing to provide feedback for the company. So, how do you get your customers to write the glowing reviews that help close deals? 1. DIVERSIFY YOUR PLATFORMS Don’t rely on customers to go to your website to leave reviews. There are numerous websites you can utilize that make leaving feedback more convenient for your clients. What’s more is that these other platforms are highly trafficked. BrightLocal found that Facebook and Yelp were consumers’ most trusted sources of user reviews in the U.S., but you can also use Google My Business or the Better Business Bureau. Most importantly, be sure you are active on all the platforms you use. 2. OFFER INCENTIVES Give your clients a reason to write reviews. Consider offering incentives like a discount or coupon code, coffee gift card, or an entry to win a contest for an even bigger prize.

THE VALUE OF SEASONAL GEAR SWITCHING SWAG

SHOW SOME CHARACTER Lastly, these limited swag runs can say something about your gym. Maybe you design a T-shirt commemorating a local Hero WOD, for example. Having swag that really speaks to what makes your box special will reinforce the sense of community and pride among your members and get their friends curious when they wear their gear to work or around town. If you’ve had the same T-shirts collecting dust on shelves for months, maybe it’s time to change it up.

Having branded gear at your box is always a smart move. T-shirts, water bottles, and drawstring bags with your logo help round out your retail operation and provide plenty of free advertising for your gym. But are you doing your best to keep things fresh? As seasons change, there can be some real benefits to putting a new spin on your swag. WEATHER PERMITTING If you’re in a part of the world that experiences a change in seasons, keeping weather-appropriate gear on your shelves is always a great place to start. Winter beanies and summer tank tops allow your members to rep your box year-round. If you’re fortunate enough to live somewhere with warm weather and sunshine all year (looking at you, CF SOFLA), consider making event-specific gear available — a T-shirt for the August games, for example. The key is to have a rotation of new swag your members can be excited about. LESS IS MORE While switching up the branded gear you have on offer may sound more resource-intensive than sticking to evergreen designs, you don’t need to rent a warehouse to store your seasonal specials. In fact, limiting the number of these specialty items you have on offer is the perfect way to generate hype. A member is far more likely to pick up a limited edition tank top that puts a fun spin on your logo than whatever they’ve seen sitting on your shelves all year.

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