Brand and Direct Marketing: Essential Tactics for Gym Owners

Run a Profitable Gym

When you think of a business with an iconic, unforgettable brand, what comes to mind? What sets this brand apart?
In this episode of “Run a Profitable Gym,” host Mike Warkentin sits down with Two-Brain CMO John Franklin to talk about how gym owners can use brand and direct-response marketing to grow their businesses.
Brand marketing is all about telling your story: why you do what you do, and for whom.
Direct-response marketing is all about creating offers to get people to do something specific “right now.” Two examples: Paid ads that give people a compelling reason to purchase gym services today and social-media sell-by-chat strategies where the goal is getting a follower to book a free consultation.
As John explains, brand and direct-response marketing go hand in hand. The stronger your brand is, the more effective your direct marketing will be because a strong brand has earned the trust of consumers.
Tune in for key tactics from a marketing expert, as well as real-world examples from established brands such as CrossFit, Zumba, Beachbody and Budweiser.
Links
How to Discover Your Brand/Niche
Two-Brain blog on QuickCasting
Gym Owners United

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0:43 - Brand vs. direct marketing
2:39 - Fitness brands that did it right
7:47 - Essential elements of direct-action marketing
13:32 - Clarify who you are and what you do
21:56 - Gyms with great brands