A common promotion many gyms run is a free uniform upon sign up.
At first glance this seems like a good deal…the student needs the uniform, here it is for free…boom, instant savings.
The problem is, it’s a weak offer that doesn’t create the intended impact of the promotion.
Let’s break down why.
UNREALIZED VALUE
If you’re targeting completely new people to BJJ, which is the type of person that would need a uniform in the first place, they know nothing about the martial art.
They have no idea how much a gi costs, should cost, what type they should get, or if a free uniform is even a good deal.
If you’re targeting people who already train, they don’t need a uniform, or probably have a preference of what kind they like.
Essentially, the value you are trying to create with this offer is lost on both target customers.
Plus, you paid something for this gi, so at the end of the day you’re losing money on this offer.
Add that to the price of the paid ad, working the lead, and now you’re down probably over $100 to acquire a new member.
Let’s go deeper.
PERCEIVED VALUE
What value are you actually delivering with a free gi?
At face value it’s the price of the gi…let’s say $150.
I’ve seen dozens of free gi ads that never mention the price of the gi. Ultimately, the prospect has no idea what they’re even saving with this offer.
If you were to run this offer, which I don’t recommend, make the savings apparent and obvious. A smarter promotion would be to save $150 when signing up, and this savings is in the form of the free uniform.
Next, what benefit are you delivering with this free gi?
A gi is just a piece of cloth that gets sweaty, stinky, and old.
By the time you reach black belt you’ll have dozens of these things lying around in a basement somewhere collecting mold and dust.
The gi itself has no benefit. It’s a feature.
The benefit is who you become wearing the gi on the path to black belt.
FEATURES VS BENEFITS
Most gym owners make the vital mistake of selling the features of their gym, not the benefits.
Features are the 5,000 square foot mat space, new locker rooms, structured curriculum, world-champion instructor, and best competition team in the area.
The benefits are the confidence, fitness, social connection, and self-improvement gained from time on the mat.
Ultimately, that’s what you’re selling, not jiu-jitsu.
And the free uniform is simply what you’ll need to gain all those benefits.
Sell the benefits, not the features.
A BETTER OFFER
I’ve made the mistake of offering free stuff to attract new leads too. On the surface it makes sense, everyone likes free right?
But there are stronger offers that will attract higher quality members to your gym.
And there are ways to give away “free stuff” while actually making money upfront on each new member.
Instead of offering something for free, package it as a free component in a larger bundle offer for a higher price than your monthly membership.
So, bundle a few things together for $499 which includes a free gi.
But always make sure to explain the actual benefits and value they’ll receive from this package - a transformed life.
If you need help with creating better offers or running smarter paid ads to your gym, contact us here.
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