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Corporate Health Strategy
Does your business have a strategy in place
for attracting the all important corporate members to your facility?
If not, then it is high time something was done about this! This
month we have a few tips on how to optimise the corporate numbers at your
gym.
Assess your corporate market.
1. The first step of assessing your corporate market is to map your
demographic area. Take a walk or drive and map the areas spanning a
10 minute walk or drive from your club.
2. Now its time to build your corporate database. Record all the
businesses that fall into your mapped areas. Check out Yellow Pages,
business advertisements, the local library or any other sources that you
may be able to give you details of businesses in your area.
3. Now you need to establish the business potential within each of
these businesses. How many employees do they have? What is the
typical salary? The type of business? Is this the clientele that you
wish to attract to your facility?
4. Create a hit list. Identify the top 10 business that you
wish to approach and develop a plan of attack. The first step is to
find out who the key decision maker is, perhaps it is the HR manager, the
General Manager or some other person in charge of health and social
events. Check your current members for employees of the company as
often this is a great way to find out further information.
Establish Contact
1. Right, time to contact the key decision maker. The
first point of contact should be by way of letter. A follow up call
should then be completed 3 days later to arrange a meeting at either their
place of business or at the club.
2. The all important meeting. You need to be well prepared on
entering the meeting. Typical areas of discussion in your proposal
should include a benefits and fact presentation (what are the benefits of
having healthier employees), corporate options (whether the company is
going to make a contribution, or whether it is solely a discounted
membership for a large group), agreeing internal communications as well as
ascertaining a review date.
Ongoing Development
Great, we have
established some corporate accounts. However, to develop
and maximise our corporate accounts we must continue to promote and build
awareness of membership. MAXIMISE EXPOSURE.
This is where many clubs fall
down. They get a large influx of corporates at the outset, however
they fail to continually market their services in the corporate
environment.
How can we continue to increase our
profile with our business partners? Try these ideas for style.
Have information listed on the company intranet.
Develop an e-Flyer for regular promotions.
Put up posters at their workplace.
Advertisements in employee magazines or newsletters.
Establish Lead Boxes.
Business card drops.
Complimentary trials.
Regular enrolment days.
Run a health awareness week.
To ensure that we are regularly contacting our corporate accounts it is
important that corporate tracking procedures are set up. Files
should be produced detailing all current clients, key contact information
as well as the details of every contact / promotion that has been arranged
with the company and its effectiveness.
If we regularly promote our services to our local companies then we will
certainly reap the rewards when it comes to increasing the number of
members at our gym.
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