Collateral is a term I first learned when we attended Mindbody University in March of 2008. Essentially, collateral refers to any materials you use, typically brochures/postcards/flyers/mailers, etc, to promote your business. At MBU they highlighted the use of the postcard…something that we have been using quite successfully since.
We use GotPrint.com and will typically print 1 or 2 different postcards per month, depending on what we have going on. We use postcards to highlight upcoming On Ramp classes and upcoming Open Houses, Workshops, etc. GotPrint is affordable, easy to use (especially if you have someone to do the design for you and they give you the file as an eps file) and nice because you can print in small quantities if you wish. We typically print 250-500 of each postcard.
Now mind you, we don’t use them to do direct mail.
· Give the postcards to clients and ask them to give them to friends/family/coworkers
· Give the postcards to chiropractors and other professionals (who are clients) and they keep them on display in their offices and give them to their patients/clients.
· Give them to prospective clients that walk in off the street (it’s nice to have something concrete to put in their hands).
· Give them to our teacher clients to put in the staff room.
· Take them to Le Tip and give them to the other members of the group.
You get the point!
I recently received an email from Todd from CrossFit LifeSport asking about flyers and how to choose images to market the message of CrossFit. I think this is an important question, because many of your best clients are going to be those who initially might be intimidated by images that you and I are excited about. They will be excited about them as well…in time. In the meantime however, we’ve found it’s easier to get folks in the door with less burly images (Think FUN! And Smiles!) If it’s an action shot try to find one that is low on the intimidation scale.
Now I know some of you are thinking ”we don’t want a lot of pussies in our gym…I want to attract hard core clients.” If that’s the case, by all means do whatever you want to do. It’s just been our experience that “hard core” typically means broke ass student or unemployed bachelor.
All of our clients are “hard core”…now. They didn’t think of themselves that way when they started however. Oh, and most of these “hard core” clients are women who could kick the ass of any of the so-called “hard core” men you might be trying to attract to your box. Which brings up another question: Would you rather have a gym full of “hard core” women or “hard core” men? Answer: The women, cuz they talk more and have more friends! Oh yeah…and we’re easier on the eyes!
Here are a couple of examples of postcards we have used:
WWLTHW #1 (What We’ve Learned The Hard Way)
You definitely don’t want to scare folks away by featuring shirtless dudes doing overhead squats with a boatload of weight! Seriously, some of the first flyers we made featured Robb sans shirt doing OHS…not super effective! In fact the first version of our website featured Robb without his shirt doing OHS, rope climb and pullups! I’m going to drum up a collection of some of our failed marketing efforts for a future post…it will be comic relief if nothing else! How I love hindsight.