The one marketing question I get asked most often by personal trainers is how to craft a print ad that actually works at getting new clients.
I’ll be the first to admit that there is nothing more frustrating than spending good money on a marketing campaign that fails to produce results.
So I thought it would be a good idea to case study a successful print ad campaign we ran for our local bootcamp here in Chino Hills.
Before I show you the ad and discuss the particular numbers I should share a formula with you that Dan Kennedy preaches often.
Market – Message – Media.
The formula above seems simple enough, but screwing up on just one of the three components can otherwise kill your campaign.
For example, sending the WRONG message, to the right market, using the right media (print, radio, TV, ect) will result in no response.
So without further ado, let’s take a look at the case study below:
Here is the actual ad and the particulars.
The ad ran in our local weekly newspaper that goes out to every home in Chino Hills.
We placed the ad in the section of that paper that is read most by women (The ad sales rep should be able to tell you which section is read most by women).
The cost of running this 3×6 print ad for four weeks was $2113.
The cost of bootcamp is $299/month – recurring.
The average stick rate for each client is 6 months.
The campaign got us seven new clients.
Here’s the math:
7 new clients x $299/month = $2093 x 6 months of stick = $12,558.
We generated $12,558 in income from a print campaign that cost us $2,113
Not too shabby, right?
Here’s the thing you should know. On the front end this ad technically failed because it cost us $2,113 but only gave us 7 new clients totaling $2,093 (a loss of $20).
But on the back end we generated $10,465 because we’ve built the bootcamp business on continuity and we know that the average client will stay on board for six months.
And that’s where the money is.
Want to use this ad and get access to eleven other proven fitness marketing ads that have pulled tones of new clients?
Just agree to try my close clients system for $3.95 and make sure to upgrade to the ‘swipe file’ during check out. Even if you decide that the Close Clients DVD is not for you, you can still keep the marketing swipe file as my gift to you.