Creating an Exciting Intro Offer that Actually Converts
Ahh, the magic kool-aid… if we only knew what made certain people drink it! Many studio owners feel this way about their intro offer—they are unsure what potential clients really want and/or they are unsure if there is enough benefit to having one. While it can take a bit of trial and error to figure out what clients are actually looking for in an introductory offer there are some clear strategies that have been proven to be more successful than others in conversions. And, yes, you do need an intro offer (in case that was one of your questions). And be sure your intro offer is easy to find on your website!
Why an introductory offer? Think back to the first time you tried something new. You might have been uncertain if the activity was right for you (running- yes, archery- maybe?). So you look for a way to “test it out” so that your commitment level is pretty low, yet, you’re still able to get a decent grasp on the experience. If you had to spend $500 on a new archery set just to see if you even like the sport, you probably would balk. That’s why sports rental companies are so profitable—they give everyone an “intro” a.k.a. rental and then upsell them on the purchase when they have the customer hooked.
So what do you need with an intro offer? First and foremost it needs to be long enough that they have the opportunity to truly sample what your studio offers. We have found that anything shorter than 2 weeks is too short. If a client had a scheduling conflict or got sick, they’d miss out on half of their experience. (And you would receive quite a few emails and messages asking for extensions!) The ideal length is between 2-4 weeks with 4 weeks being the industry average.
Once you’ve established how long you want your intro offer to run, you need to figure out the price. This is where the month-long trial comes in handy. If you’re trying to convert a client to a renewing membership (which should generally be the goal), you’ll want something that feels similar and at a great price. Our recommendation is to price your intro at least 50% off the regular price of your membership. So, for example if your Auto-Renew Membership is $149, offer your Intro Month at $75. For a two-week intro, you’ll want to cut that down even more and take into account that visits will likely be much lower (Something in the $20-$30 range.)
Many studio owners are hesitant to have an intro offer because they think people will abuse it, coming in for a class every day and then disappearing completely. We’re not going to lie, this definitely can and will happen, but it’s few and far between. Most people who are interested in an intro will attend between 4 and 12 classes during their trial month. The best way to look at this cost is as a marketing expense. You likely won't make a profit on the intro itself, but you have someone who is listening and receiving all of your emails and communication, so it’s up to you and your staff to get them committed. This is a much easier process with someone who is already coming into your studio as opposed to a cold sale via an ad. (Ads are equally important, and you should have an ad for your intro offer, too, but that’s another conversation!)
Finally, you need to think about all of the intro offer clients as strong leads that need to be nurtured by anyone they come in contact with. This includes your front desk staff, your teachers and of course, you, the studio owner or manager. New students will have questions: They aren’t sure what classes to take, they don’t know what to wear, they want to know how to branch out and try new offerings. The more you can help them through this process and let them know you’re a trusted resource, the more likely they are going to keep coming back to your studio.
The key to a truly successful intro offer is a comprehensive approach: a fitness marketing team that can sell it, an experience that ‘wow’s’, and multiple touch-points along the way to nurture and ultimately upsell your intro offer clients.. You want these prospective clients to already feel like members once their trial is up, making the “Yes, Sign Me Up” an absolute no-brainer.
Telomere Consulting provides business consulting and marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.
