CLUB PARTY was a one-day promotional event held by a fitness club to increase sales, attendance, and contacts. The event showcased group fitness classes and offered discounts on personal training and team training. Marketing included posters, flyers, and social media posts. The event had live music, giveaways, and sample classes. It increased sales by 146 members and contacts by 209. While it successfully drove sales and engagement, future events could improve by extending promotional offers and decorations over multiple days and better promoting sample classes.

1. CLUB PARTY
August 2011
Post Analysis

2. What Was CLUB PARTY?
CLUB PARTY was a one day event KEY OBJECTIVES
(however the promotional offer was
available all weekend) where we >Drive sales for the end of the month
showcased Group Fitness, but also
offering low risk entry to Personal > Encourage attendance (increase
Training and Team Training, bringing all member satisfaction)
our products together in creating a
‘party like’ atmosphere. Décor included > Increase Incremental contacts
red carpet, balloons with Group Fitness
Team Teaching, prizes, giveaways,
Rowing Competitions and on-site >Showcase our USP – Group Fitness
activity from George FM (broadcasting
their 12-2pm show from Britomart), and
Gillette on-site at Auckland City offering
free shaves, coffees, and give-aways
(also with on-site cross-overs from
George FM and The Edge).

3. Marketing Communication
& Collateral
> Pull-Up Banners
> A2 posters
> A3 posters
> A5 flyers
> A5 locker stickers
> Cardio Screen imagery
> Website Tiles
> Facebook
> HeadStart Newsletter
> Corporate email
> George Radio Website
> Reception Announcement
> Group Fitness Shout Outs

4. CLUB PARTY
Friday 26th - Sunday 28th July 2011 AUCK BRIT NL TAKA TOTAL
TOTAL ENQUIRIES (Leads + Contacts) (During Promo Period)
Total Promotion Enquiries 89 120 209
TOTAL SALES (on Club Party Day)
Total Promotion Sales 72 74 146
TOTAL CONVERSION (During Promo Period)
Promotion Enquiry to Sale Conversion 80% 62% 70%
PROMOTION COSTS
Marketing Spend $4,666 $4,974 $9,640
Marketing Cost per sale $65 $67 $8
Actual Cost of Sale* $147 $149 $148
Opportunity Cost of Sale* $140 $146 $99
INCOME
Actual TPI from Promotion Sales* $130,808 $154,245 $285,053
Average Months Sold 18.0 23.0 20.5
R.O.I = $1 $12 $14 $13
*Actual Cost of Sale = Marketing Spend + $82 (sales commission per sale)
*Opportunity Cost of Sale = $99 (No Joining Fee Discount), plus free weeks
*Actual TPI from Promotion Sales = Value of the Membership (excluding the JF).
*R.O.I = Actual TPI/Total Actual Cost of Sales.

5. Key Learnings
PROS’S
>Provision of a CLUB PARTY sales switch which is of greater value than current offer proved an
excellent motivator for both Membership Consultants and contemplators for driving sales and
activity on the day/weekend.
>Email communication and online flyers sent to surrounding corporate offices resulted in a
marked increase of corporate prospects on Club Party Day (Britomart only).
>Using helium balloons in Reception for new members to pop once they had joined was a
fantastic visual and also added to the ‘party atmosphere’. Each balloon held a further ‘gift’ for
the new member, i.e. 10 RPM rides, RubyWaxx vouchers etc.
>The introduction of 30 minute classes back to back in Britomart proved very successful in
allowing members to taste a class they may not normally try, plus really emphasised the hype for
the class giveaways via the raffle tickets – Britomart members loved this!
>Including the articles in the HeadStart newsletter was instrumental in getting the word out
>The quality/value of the giveaways proved very successful and something that should be
repeated, members felt they were truly getting something for nothing with prizes valued from
$300 - $40
>George FM broadcasting on-site at Britomart really added to the party atmosphere

6. Key Learnings
CON’S
•As the offer is available all weekend, so should have the balloons. It was felt we would have
made more sales by allowing the popping of the balloons all weekend rather than just on Club
Party day.
•Introduce a booking system for the Team Training and Personal Training taster sessions to
maximise participants. Need to drive this more through the departments on the floor in the
weeks leading up to Club Party.
•Have posters and marketing collateral up in the club two weeks prior to the event, with perhaps
a little more emphasis on WIIFM for the members.
•Have a little more ‘in-club’ theme on Club Party Day.

7. CLUB PARTY BRITOMART