The top marketing goals for your brand - and how to achieve them. This guide is designed for personal trainers, gyms, fitness clubs, and activewear brands.

1. 8 marketing goals for gyms,
clubs, and fitness brands
(and how to achieve them)

2. Contents
Introduction
1. Raise your profile on social media
2. Convert followers into customers
3. Reward loyalty
4. Educate with a quiz
5. Run a seasonal campaign
6. Discover the power of co-branding
7. Create a buzz with gamification
8. Get started with lead scoring
Conclusions
2

3. Introduction
3
What does your gym, club or brand need
to be successful?
Every brand and business has a different set
of goals. Maybe your focus is on recruiting
new members, or rewarding loyal
customers. Perhaps you have new facilities
or products that you want to share, or you’d
just like to raise your profile on social media.
Your marketing objectives are a detailed
list of what you need to achieve.
Promotional campaigns are the tools you
use to reach your goals.
In this ebook, we’ve collected real-life
examples to show you what really works.
You’ll see how sports clubs have used
quizzes, games, photo contests, and more to
increase their sales, followers, and brand
awareness.
As you know, success isn’t just about what
your business does. It’s how you compare to
the competition. Excellent customer service,
great facilities, and convenient opening hours
are all vital to staying in the top tier. And fun,
effective, and frequent promotions are sure to
get your customers’ attention.
There are many different ways to run a
promotion, and with Easypromos, even more
ways to customize your own. We’re sure that
you’ll find something in this ebook which
speaks to your needs.
“Fun, effective, and frequent promotions
are sure to get your customers’ attention.”
REWARDS
BRANDING

4. 1.
Raise your profile on
social media

5. 5
Almost 3 billion people worldwide are on social media, with
Facebook, YouTube and Instagram leading the list of networks. If
you want to get attention and recruit new customers to your brand,
then you can’t afford to neglect your social media strategy.
But it’s not just about the numbers. Many social networks are
cracking down on fake followers and engagement bait. The key to
social media success is high-quality interactions with your
followers. That includes meaningful comments, original and
user-generated content, and having a real conversation with your
online community.
Photo contests, video contests, and writing contests are a great way
to activate your followers. Give them a fun challenge and a chance
to express themselves. Take the chance to record their contact
details, too. Then reward them with an awesome, relevant prize.
Top tips
→ Choose a contest theme that fits your brand image and target audience:
family-friendly, professional, quirky...
→ Keep it simple. If your followers are still warming up to online contests, don’t
ask them to post a thirty-minute video with special effects!
→ Double the engagement by asking your followers to vote for their favorite
entries, as well as sharing their own work.

6. 2.
Convert followers
into customers
6

7. 7
Leads are the future of your business. You need to find these
potential customers, get in contact with them, and offer
rewarding promotions which will bring them on board. And
studies show that social media is highly effective for getting
digital leads.
But social networks suffer from the “walled garden effect”. Your
online followers like your posts, watch your videos, comment
from time to time… and that’s it. You need a way to contact these
leads outside the social media bubble, and convert them into
paying customers.
One simple but powerful strategy is a giveaway with registration
form. Share the promotion on your social media profiles, and ask
participants for contact details. In exchange, you can offer a
range of prizes, such as discounts or free trials.
Here’s a great example: the new West Cavendish Athletic Club ran
a giveaway to get in touch with their target market. Everyone who
registered received a free day pass for 2. And they had a chance
to win a month’s free membership when the promotion ended.

8. 8
Let’s see that gym promotion in more
detail. They included some features
which really made the campaign stand
out.
Take a look at the entry form. It’s very
simple: users just had to share their full
name and email address. When you’re
at the delicate stage of getting new
leads, make it easy for users to take
part.
The club offered prizes during and after
the promotion. So participants had a
reason to stay in touch - they wanted
to know who won the prize draw.
And the free day pass was for two
people, which encouraged
participants to tell their friends about
the club. They could even use the
convenient Share button on the final
page.

9. 9
Top tips
→ Keep the contest instructions clear and concise.
→ Don’t go overboard asking for information that customers
don’t want to share.
→ Make it easy for users to take part. If you ask them to make a
big effort, then offer a big prize in return.
Here’s another example, from The Wall Climbing Gym. In
return for their contact details, users had the chance to
win three months’ membership and climbing gear. This
promotion is targeted to the gym’s specialist audience,
but it’s still easy to take part.
Another strategy to win leads is a Recruiters contest. Just
like a standard giveaway, you can offer a range of prizes,
including a final prize draw. Here’s the twist: every time
users recruit another person to the promotion, they get
an extra entry in the prize draw. Take a look at Chapter 5
for a Christmas-themed example!

10. 3.
Reward loyalty

11. 11
Successful marketing isn’t just about finding new leads. It’s about
retaining customers. Make sure they’re happy with the service on
offer, and show them that they’re getting value for money.
Discount coupons and promotional codes are a great way to
reward and incentivize customers. Offer prizes and gifts for
customers who repeat purchases or subscriptions. Give freebies and
rewards to faithful customers. Some brands even offer birthday
treats!
Here’s an example from Core Running: a 25% discount for a summer
campaign. When you create coupons with the Easypromos platform,
you can choose to share them with contacts in your email
database, or limit the number of coupons to make the promotion
more exclusive.
Top tips
→ Offer a reward that’s relevant to your customers, and reflects their experience
and expertise.
→ Use your customer database to target promotions for existing customers. This is
an opportunity to collect even more data for your records, too.
→ Try to balance incentives for new customers with rewards for old friends. Make
sure your existing customers feel valued and welcome.

12. 4.
Educate with a quiz

13. 13
Place your screenshot here
In modern marketing, we talk about adding value
through content marketing. That means sharing
valuable information, advice and tips with your
customers. You can show off your expert
knowledge, build your reputation, and gain
customers’ trust.
Share this kind of content through blog posts, social
media, or email newsletters. But if you want to
shake things up a bit, then try a quiz or
multiple-choice test.
Motivate your followers by giving them a challenge.
In the process, they’ll learn more about your brand
and area of expertise. Quizzes are a fantastic
educational tool!
What’s more, you can use quizzes and surveys to
qualify leads. Target your promotions to a specific
audience, and learn even more about your
customers in return.
In this example, a supplement brand offered a
hamper full of their products to one lucky user who
answered nutrition questions correctly.
The promotion targeted customers with an interest in nutrition, and
taught them about the brand. In return, the brand got valuable
information about their audience’s opinions and knowledge base.
Take a look at the next slide for a fun example of a promotion targeted
at seniors.

14. 14
In this case, the brand’s target audience was seniors with an interest in fitness. So they shared a fun
quiz to inspire and inform people about senior athletes. In the process, they learnt more about their
customers’ views, favorite athletes, and interest in sports. They collected valuable contact details, too.

15. 5.
Run a seasonal
campaign

16. 16
Make the most of festivals, national days and
holidays. Some events are crucial in the sales
calendar, such as St Valentine’s Day, Black Friday,
and Christmas. While consumers are in the mood
to spend, it’s the perfect time to raise awareness of
your products and services.
Here’s a charming Christmas example. This sports
brand decided to offer 12 promotions for the 12
days of Christmas. Each day, participants could
register for the chance to win a Christmas gift. Of
course, the prizes kept up the sports theme, with
match tickets, equipment, and branded gear.
Instant win promotions like this are extremely
popular. Participants can enter as many times as
they like; the lucky winner will be whoever logs in
at exactly the right moment. The surprise element
keeps customers coming back for more.
In this case, the brand super-charged their
promotion with some extra elements. The
promotion was also a recruiters contest: every time
participants recruited a friend, they earned one
more entry in that day’s prize draw.
Top tips
→ Spruce up your coupon design to match your brand and the season. If
you offer a series of promotions, keep the design consistent.
→ Use the Easypromos coupon creator for a promotion which you can
share anywhere.
→ Participants will receive codes the second they register, so consider
running fun flash promotions.

17. 17

18. 6.
Discover the power
of co-branding

19. 19
Holidays, sporting events and national days are all great
opportunities to raise your profile and increase sales. However,
sometimes it can be difficult to make a clear connection with your
brand.
In these situations, co-branding is the solution. Team up with
another brand to offer a special promotion for your customers. Both
brands can reap the benefits, too.
Take a look at the example on this slide. This brand wanted to
specifically reach out to their customers who were football fans. So
they offered a pair of tickets to a football match, in exchange for
participants’ contact details.
Top tips
→ Make sure that the prize available will appeal to customers, and it’s in line with
your brand image.
→ Think about what you can offer your co-branding partner. A well-planned and
executed campaign will offer benefits for both of you.

20. 7.
Create a buzz with
gamification

21. 21
Here’s another way to pump up engagement on social media. If your
followers respond to the excitement of an instant win or recruiters
contest, then you can consider a predictions contest, too.
Run a betting pool to see who wins a big sports match or league.
You can even create a group of promotions, and run a series of
sweepstakes throughout a tournament.
Remember, you can combine different contest types. So think
about offering a small discount or reward for everyone who takes
part - and a big, tempting prize for the final winner.
Top tips
→ Bring your promotion to life with videos and photos. Make the competition
come alive!
→ GIFs, Boomerangs, and emoji are also fun ways to make your campaigns
dynamic and visual.
→ As always, keep participation simple. Don’t ask users a million questions when
one will do!

22. 8.
Lead scoring

23. 23
If your business already has a well-developed
marketing strategy, then you may be ready to
take the next step. Introduce inbound
marketing for targeted, effective promotions.
For example, you can run a quiz or survey
online to find out more about your customers’
needs. Assign a score to the different
responses, and use the overall score to decide if
someone is going to buy from you, needs
some encouragement, or isn’t worth
investment.
To learn more about inbound marketing, check
out this blogpost. If you’re interested in lead
scoring, then read this practical guide.
Top tips
→ If you haven’t used lead scoring as a tactic before, then do your research and take your time before implementing it.
→ Use further competitions and contests to add more information to your lead scoring system. Try targeting promotions for specific groups of
customers, to learn about your different customer types in more detail.
Place your screenshot here

24. 24
Conclusion
Now you’ve seen all the different ways you can use
online promotions to grow your brand, we’re sure
you’ve got some ideas to achieve your marketing
objectives.
Whether you’re an inbound expert, or just starting
to develop your marketing strategy, you have a
wide range of options. Use the Easypromos
platform to create smart, quick promotions. You
don’t need any specialist knowledge of
programming or design.
Take time to think about your specific goals, and
which campaign style will suit you best. Use the
Easypromos editor to work through every detail,
from background images to the registration form
and sharing on social media.
Getting started is simple. Create your account
for free and start setting up your promotions!
Our tutorials and support team are always on
hand to help, too.

25. 25
Author
My name is Corinna Keefe. I joined the Easypromos marketing team in 2018, contributing to our English blogs, ebooks and
tutorials. I’m interested in the latest changes to social media strategies, and how even the smallest brands can make a big
impact online.
There’s a lot of information available online about marketing, promotions, and social media best practices. At Easypromos,
our goal is to share high quality content: accurate, up to date, and easy to apply in practice. With these real examples, we
hope you’ll find some accessible inspiration for your own marketing strategies and online campaigns.
You can contact me and the rest of the marketing team at marketing@easypromosapp.com.

26. 8 marketing goals for gyms, clubs, and fitness brands (and how to achieve them)
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