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Nov
7

Make Your Gym A Media Magnet

3 Ways To Become The Go-To-Person In Your Local Media Market

In any business, marketing is a huge deal. It is not just when you start your business, but the entire time that you ARE IN business.  Think about it for a moment, how are you going to get business if you don’t consistently market yourself or your studio?

As far as which marketing technique works best for you or your company, that will depend on a number of things.   The type of business you are in, your budget, your target market and what your marketing objectives are, will all play a part in the marketing avenues that you choose.

Marketing, in general, enables you to show off your knowledge and build credibility.  But it can be expensive.  Free marketing, however is good for everyone, but especially for us, in the fitness space.  Because we are in a service industry, paid marketing can make customers skeptical, since they know that the advertisement was paid for.  When marketing is free, you will build your client base.

However, your marketing efforts will be far better when you’re able to get testimonials from clients.   When you also get the platform to really show how unique and awesome of a fitness professional you are and how incredible your fitness studio is, then that is when you will really shine.

One of the best ways to do this in your own community, is to create a relationship with your local media, such as TV news and radio stations, magazines and newspapers.

Each one of these media outlets have opportunities for you to pay for advertising too. But did you know that, if you provide great content for them, then each one of these companies will feature you for free? Then you will become a reputable resource for them and they will continue to turn to you for more.  All for free as well.

Below I’m going to describe 3 ways to help you to become the go to person in your local media market that will help you to inspire your community while also marketing your studio and getting more clients to train with you, all for free!

Create Newsworthy Content – Unless you live in a really big market such as Los Angeles or New York City, then your local media will always be on the search for new stories to place in their media circulation. The media is always looking for a great interview about a trending topic or an unique perspective about a potentially controversial topic. Sometimes they are just looking for something that is simply really, really cool.

One of the most successful media pictures that we have ever made at my gym, MZR Fitness, to our local market was a few years ago when we offered an essay contest during National Childhood Obesity Awareness Month for parents to write essays with their kids about the importance of health and fitness.

It was for families with kids that were between 8 – 13 years old and the family with the best essay won 3 months of private training for their family at my gym. It was hugely successful, as we inspired our entire community, and we received over 300 essays for the contest. The family who won still works out with us and we also got well over 70 new clients from that contest and it was all because of the media coverage from our local news station. Talk about impact! To date, that segment is still one of highest rated non-political segments of all time for our local news station.

Be Available and Ready – Once you establish a relationship with your local media, it is imperative that you continue to nurture that relationship by being very consistent and never being too busy for them. No matter what, make yourself available because the local media can easily replace you and get another fitness source to come on camera and speak to them about any number of fitness topics.

The upside of being consistently available is HUGE because once they feel that you are a credible and reliable source, they will begin to seek you out for your expertise when they need a source for a fitness topic. But if they feel that it takes a long time for you to respond to them or you consistently don’t meet their deadlines, then this relationship can quickly deteriorate. So again, make it a point to quickly respond to every request and if they end up giving you a deadline, ALWAYS deliver the content as early as possible and never wait until the deadline date to submit it.

Be Presentable and Prepared – This point piggy backs the other point listed above about being available and ready.

You also have to make sure that you are always presentable in every interview situation. Make sure that you shirt is tucked in and that your hair is combed. Make sure that you are not flashy with dark shades and jewelry on. You also want to make sure that you can speak and convey your fitness message confidently and with a relatable voice and tone. Make it your business to know the target audience of every media outlet before you write anything for them and/or are interviewed by them, so that you can customize your message to their readers, viewers, and followers.

By being committed to the above points, your local media will love you for taking your role seriously and will continue to seek you out for the foreseeable future for your expertise on all topics related to health and fitness!

About the Author

Mike Z. RobinsonMike Z. Robinson is the owner of the highly successful personal training facility, MZR Fitness as well as Mike Z. Robinson Enterprises which features & highlights a myriad of options to help fitness professionals grow their businesses and careers. Mike was the 2015 IDEA Personal Trainer of the Year, is the author of the E-Book: “Fitness Up, Everything Up”, and he is also a Media Spokesperson for both the American Council on Exercise & IDEA Health & Fitness Association.

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