Successful marketing often comes down to creating offers that connect with your target market.
An offer is simply the value you promise to deliver through your service in exchange for something.
For example, monthly jiu-jitsu classes for $175/mo is the standard offer at most gyms.
Another offer is one free trial class in exchange for a lead coming in to your gym. Or, 2 weeks of training plus a gi for $99.
These are all examples of offers that can be used for different reasons within your gym.
I recently wrote about the different types of ad campaigns your gym should be running here.
However, there are also different types of offers you can use in your gym to make every lead you get even more valuable to your business.
They are called front end and back end offers.
Font End Offers
Front end offers are simply the offers that are used in your external marketing. These are the offers you run in paid campaigns and post on your website.
Typically, these are used to attract new business and can only be purchased by new members.
Your front end offers should be easy to understand with a low barrier to entry. Meaning, it’s easy for someone to realize the value and easily take action.
Free trials are the best example of easy front end offers. There is little commitment and no investment required from the lead.
Other examples of good front end offers are a free 30-minute private lesson or 2 weeks for $20.
A poor front end offer would be a 1 year, paid-in-full membership to someone who has never tried jiu-jitsu.
This is high commitment and high investment, and likely will have a very low conversion rate when presented as a font end offer.
However, that doesn’t mean this isn’t a good offer altogether. It’s just better presented on the back end, once the lead has already come into the gym.
Back End Offers
Back end offers, also sometimes called internal offers, are presented to leads who have already come in to your gym or are current paying members.
These offers are not presented to the public via paid ads, but best offered in person or by email once the relationship has been established.
Back end offers typically require more commitment and investment, but also have high value and are attractive sales or promotions.
I once worked with a gym that offered a $30,000/year program for student athletes. The offer was an incredible opportunity for these young athletes to take their skills and exposure to the next level. The only problem was that very few parents are ready to shell out $30k after seeing a Facebook ad.
This offer was much better suited as a back end offer, with a simple low commitment offer presented via ads to the target market. Once we knew who the right parents were we could then start building relationships with them to eventually present the high commitment/investment offer at the right time.
The same goes for your BJJ school. Use proven front end offers to get leads to first, understand the value your business can provide, then, present a strong back end offer.
Types Of Back End Offers
You can have many different back end offers in your gym, including one-time promotions for new members, or evergreen offers that are always available to any member.
To make each new lead much more valuable to your gym, create a one-time back end offer only for new members. This offer should be very attractive and provide more value than a basic monthly membership.
For example, you could offer a free gi, 2 months of training, and a one-hour private lesson for only $349, but this is only available to new members who sign up on the spot.
This is an excellent offer because a new person will need to buy a gi, they save money on the membership cost, and they get one-on-one instruction from a pro.
This helps you, the gym owner, because once someone owns the academy gi they will likely commit to training, and 2 months of training is enough time to get them hooked and start transforming their life.
Plus, you’ll make twice as much from every new lead, and you’ll build the relationship with the private lesson, which helps with retention.
A “new member” back end offer is a no brainer.
Other back end offers are discounts on paid-in-full memberships, like 15 or 20% off, and discounts on private lesson packages.
There is no limit to your back end offers.
Final Thoughts
Getting your offers right is so important for your BJJ business.
They will lead to more effective use of your marketing spend and result in more revenue to your gym.
You’ll be wasting money by putting back end offers out on the front end.
And, they’ll make every new lead more valuable by converting them with a profitable offer on the back end.
Ultimately, better offers provide an opportunity to deliver greater value, changing more lives in the process, including your own.
If you need help with offers for your BJJ gym, contact us here.
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