MARKETING STARTS RIGHT
Whether you’re the CEO of a major tech-savvy corporation or a freelancer, your eyes should be set on your next marketing move in this digital age. While spinning signs on sidewalks and flying banners from the backs of airplanes may be considered staples of public outreach to some, the tides are shifting to more targeted ways of reaching your future clientele. Virtually any business can benefit from utilizing hyperlocal advertising and its many strategic facets. Hyperlocal advertising refers to the process of hyperspecific or niche marketing campaigns implemented for a certain focus area. This can manifest in many comprehensive forms, depending on the specific needs of the business. A local mom and pop restaurant may choose to take advantage of hyperlocal advertising by sending ads to potential customers within a 5-mile radius during the hours they are most likely to be hungry, on their lunch breaks, or when they are otherwise free to stop in for a bite to eat. Alternatively, a major car dealership in a metropolitan area could target their potential audience by running ads during local professional sports games.
3 STEPS TO MAKE THE MOST OF THE COMPETITION OPEN FOR BUSINESS
SWEET VICTORY We’ve talked in the past about the value of free giveaways of retail items to entice members who may not have tried these products before. But what if, rather than being free, these giveaways were earned? Getting a prize for beating a PR from the previous year’s Open will make members feel recognized and valued. A gesture as simple as being awarded an O2 on the house to celebrate can make a member at any fitness level feel like a champion. Not only does this give them a taste of what your retail products have to offer, but it also gives them a reason to talk up the gym that just rewarded their achievements with free stuff.
As Dave discusses on this month’s cover, The Open is a great time to bring your box together and celebrate athleticism on all levels. As members pour their all into crushing PRs, owners should be looking to put their own numbers on the board. Whether you’re looking to boost your retail sales or your membership count, The Open is the perfect time to find that extra boost. Here are a few ways you can make the most of it. SALES Nothing will kick-start your retail numbers for the year like holding a sale during The Open. Even the most casual members will be looking for ways to get serious and boost their performance this time of year. Why not lower the barrier for entry on the products that will help them do just that? Deals like two O2s for $5 or bundling items that go well together can turn even the most reticent members into retail regulars. SWAG, SWAG, SWAG Chances are, CrossFit is already going to be top of mind for members competing in The Open. This is the time of year when they’ll be talking up their workouts to their friends, family members, and countless social media followers. Wouldn’t it be great for your members to show off your gym brand during The Open season? Giving your members swag like T-shirts or tote bags is a great way to let these proud athletes rep their gym to all who will listen.
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