Post on 19-Oct-2014
description
@JTActiveMgmt #CFPT011
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Stay Just a Little Bit Longer
Increasing the Average Length of Membership
@JTActiveMgmt #CFPT011
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@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
First & Scary ThoughtsOn average:
• How much do your customers pay per month?• How many members cancel per month?• Have them stay one more month, how much would this add to your bottom line?
@JTActiveMgmt #CFPT011
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@JTActiveMgmt #CFPT011
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Second & Scarier ThoughtYou cannot improve your retention rate
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The 11.5 Non-Negotiables To Get To Your Ceiling
1. Make a difference in somebody’s life – everyday
2. Aim your smile
3. Ask yourself a question – does every member
know your name?
4. Work the floor and do it well
5. Be the host of a party
6. If you get it wrong . . . admit it . . . put it right
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7. Look for ways to go the extra mile
8. Learn empathy . . . use it
9. Look for opportunities to solve problems
10.Say “Good bye” the same way you say “Hello”
11.Take an individual responsibility to creating
‘raving fans’
11.5 Know your NPS score and improve it
The 11.5 Non-Negotiables To Get To Your Ceiling
@JTActiveMgmt #CFPT011
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Strategies That Create Magnetism For 1 More Month
1. Programming strategies2. Exercise adherence programs3. Educational webinars, seminars, hand outs & emails4. Social activities5. Personal Training6. Branded touch at 7 or 14 days & then at 30, 60 &
even 90 days7. Results8. Thank you and Birthday cards9. Suggestion boxes and answers
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10. Acknowledgment to say ‘Well Done’
11. Member recognition
12. Staff selection, empowerment and retention
13. Joining fees
14. Cleanliness
15. Pricing consistency
16. Names
17. Know the difference between loyalty & satisfaction
18. Not getting over-crowded
Strategies That Create Magnetism For 1 More Month
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
Let’s Put Some i2F.U.N. into your business?
i Identify members who could potentially quit
i Interact with members as often as possible – and target
those we do not know
F Familiarity with your equipment & services
U Uniqueness for your club, members & Team
N Novelty – create a theme!
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Identify
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Identify• To have the biggest impact, we need to identify those members who are most likely to quit soon. • We can then target our resources on those members.• There are systems on the market to do this so you can manage your team to:
– Identify the right members.– Promote the programs to these members.– Measure the impact of these interactions /
programs.
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@JTActiveMgmt #CFPT011
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Interaction
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Interact with members.
Members visit more often.
Members stay for longer.
Interaction
Model provided by:
@JTActiveMgmt #CFPT011
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Interaction Research• Interacting just once a month increases the chance of visiting the following month by between 10% and 70%* compared to not being interacted with.
• Attending just once a week reduces the rate members cancel in the following month by between 1/3 and 1/2 * compared to attending less than once per week.
* Depending on the month of membership.
Data provided by:
@JTActiveMgmt #CFPT011
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Let’s Put Some F.U.N. (back) into exercise?
F Familiarity with your equipment & services
U Uniqueness for your club, members & Team
N Novelty – create a theme
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
What is an exercise adherence program?
• Determine the target market for the program• Planning – don’t do too many
• Make as much effort as a membership drive• Set the goals for the program
• Team buy in• Have them help design the program• Have them do the program 4 weeks prior• Make any changes/improvements
• Maintain the enthusiasm during the program• Follow up• Feedback from the members
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@JTActiveMgmt #CFPT011
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Sample Adherence Programs
• Tour de France
• Olympics
• Run for a Cause
• Group Fitness
Passport
• Indoor Triathlon
• Row The Thames River
• Step the Empire State
Building
• Bike Bonanza
• Group Fitness Passport
• Lotto
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Sample Adherence Programs
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
Sample Adherence Programs
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
Sample Adherence Programs
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
Service is not a department it is culture
• Calling back when promised
• Explaining what caused the problem . . . in simple
English
• Letting the member know who and what numbers
to call
• Contacting the member promptly when the
problem is resolved
• Giving members full access to speak to
management
@JTActiveMgmt #CFPT011
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Service is not a department it is culture
• Telling how long it will take to solve the problem
• Offering useful alternatives if the problem cannot
be solved
• Treating member like people not account numbers
• Advising members on how to avoid a future
problem
• Giving progress reports if a problem cannot be
immediately resolved.
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
@JTActiveMgmt #CFPT011
To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt
Justin TamsettB.Ed (Phys & Health Education)
Feel free to contact JT: jt@activemgmt.com.au or 0438 015 677
Follow JT on Twitter: @JTActiveMgmt
To read JT’s blog: www.justintamsett.com
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And for more information on Active Management helping your business go to: www.activemgmt.com.au
"What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others."
Pericles