If you’ve ever spoken to me on the phone, you know that I often talk about SMIT.
The Single Most Important Thing.
It can be big or small. It can be a long-term or instant. In all things, SMIT is about FOCUS. CLARITY.
Sometimes the SMIT can take a while to identify.
Even though this is a shameless plug for our products, here’s an email that is a great example of how one studio owner identified the SMIT about branded products. I’ve paraphrased it for ease of reading.
Well, I finally figured it out. Here’s the single most important thing (SMIT) I’ve learned about branded products over the last two years. It took me a while, but, now I totally get it.
“BRANDED PRODUCTS ALLOW EVERY SINGLE
CLIENT TO TAKE OUR STUDIO HOME!”
I’m pretty sure most studio owners are not aware of how important this is. I wasn’t.
Branding is more subtle than a big promotion. In fact, it’s almost invisible until you experience the effects of it.
And, it takes awhile for it to gain traction and momentum. But when it does… Wow… it just keeps giving and giving. Here is a brief run-down of how branded products worked out for us.
I’ve always been a big fan of branded apparel as it turns our clients into Walking Billboards. It’s really a no-brainer and we give all new clients a T-shirt. We also give one away to “program clients” when they purchase any specific training package or join one of our small group programs for 8 weeks or more. We sell a bunch in our pro shop, too.
You told me to get rid of all other branded apparel. So, out went Nike, Addias, UA and the rest. It was a smart move. Previously, many clients would wander into our pro shop, try on the apparel… then, put it back on the rack and buy it on eBay or Amazon. Now, we only carry our own branded line of apparel and are actually more profitable than ever.
We recently participated in a workplace health fair at one of our corporate accounts. We set up a table with various informational pieces as well as several Daily Journals with our LOGO and Business Info on the covers.
Repeatedly throughout the day, employees, who workout at our studio, were demonstrating how to use the daily journal to their fellow employees. It dawned on me right then and there that the daily journal turns our clients into enthusiastic sales people who not only demonstrate the journal but actually refer new clients to us! Instant sales! Wow… who else do they show their daily journals to?
Our branded supplement line is a word-of-mouth success, too. Our client roster includes several competitive tri-athletes, cyclists and marathoners. They often tell me how great our supplement line is (they research the ingredients like scientists).
But, I am always taken aback when non-clients (typically athletes) come to our pro shop for the sole purpose of purchasing our supplement line. They are not even our members, yet, some travel up to an hour just to purchase our line of formulas. Especially the Lipotropic Plus and liquid Super L-Carnitine.
Our sales of supplements are up from less than $1,000 per month to $6,239 in August. Not bad, eh?
By themselves, these are not earth shakers. But altogether, I’ve learned that branded products is what allows our clients to “TAKE OUR STUDIO HOME…OR TO THE OFFICE..”
Branded products is exactly how we’ve physically penetrated the market area.
Our brand is now in peoples’ homes, offices, schools, churches and just about everywhere!
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