Creating an Exciting Intro Offer that Actually Converts
Ah, the allure of the magic kool-aid! Studio owners often find themselves pondering what truly entices potential clients to take a sip. The uncertainty surrounding introductory offers can leave them questioning their value and effectiveness. But fear not! With a bit of trial and error, coupled with proven strategies, you can optimize your conversions. Yes, an introductory offer is a must-have (in case you were wondering). And don't forget to make it easily accessible on your website!
Why an Introductory Offer? Remember the first time you tried something new? You were likely unsure if it was the right fit for you (running—yes, archery—maybe?). That's when you sought a way to dip your toes in the water, keeping your commitment level low while still gaining a substantial understanding of the experience. If you had to shell out $500 for an archery set just to test the waters, you'd likely hesitate. That's where sports rental companies thrive—they offer an "intro" (or rental) that entices customers to make the purchase once they're hooked.
Essential Elements of an Intro Offer: First and foremost, your intro offer needs to provide ample time for clients to truly sample what your studio has to offer. Our experience suggests that anything shorter than two weeks falls short. A scheduling conflict or a bout of illness could rob them of half their experience (and trigger countless extension requests from them!). Ideally, aim for a duration between 2 to 4 weeks, with the industry average being 4 weeks.
Next, let's talk about pricing. A month-long trial comes in handy here. If your goal is to convert clients into renewing members (which should generally be the aim), you'll want an offer that feels enticing and pocket-friendly. We recommend pricing your intro offer at least 50% off the regular membership rate. For instance, if your Auto-Renew Membership costs $149, set your Intro Month at $75. For a two-week intro, adjust the price further, considering that the number of visits will likely be lower (in the $20-$30 range).
Addressing Concerns and Maximizing Results: Some studio owners hesitate to offer an intro deal, fearing that people will take advantage by attending classes every day, only to vanish completely. While this can happen on rare occasions, it's far from the norm. Most intro participants attend between 4 and 12 classes during their trial month. Look at this cost as a marketing expense. While you may not turn a profit directly from the intro itself, you gain someone who is actively engaged, receiving your emails and communication. It's now up to you and your team to nurture their commitment. It's much easier to convert someone already visiting your studio compared to a cold sale through an advertisement (though ads are equally important, but that's a different conversation!).
Lastly, consider every intro offer client as a strong lead that requires nurturing from anyone they encounter—front desk staff, instructors, and of course, you as the studio owner or manager. New students will have questions: Which classes to take, what to wear, how to explore new offerings. The more guidance and support you provide throughout their journey, establishing yourself as a trusted resource, the more likely they are to keep coming back.
The Ultimate Success: A Comprehensive Approach To truly ensure the success of your intro offer, take a comprehensive approach. Engage a fitness marketing team that can effectively sell it. Create an experience that "wows" participants and leaves a lasting impression. Implement multiple touchpoints along the way to nurture these intro offer clients, leading to upselling opportunities. By the end of their trial, you want prospective clients to already feel like members, making the decision to say, "Yes, sign me up!" an absolute no-brainer.
Introductory offers hold immense power in converting prospects into loyal studio members. By offering a compelling and accessible trial, you provide potential clients with the chance to experience your studio without overwhelming commitment. Remember to tailor the duration and pricing to suit your goals. Address concerns and nurture your intro participants, guiding them towards continued engagement. With a comprehensive approach and a little magic, your intro offer will become an irresistible gateway to an ongoing studio membership. Cheers to attracting and retaining devoted clients!