During our entire lives, we never stop learning. This is true whether we are aware of it or not. From life lessons to acquiring new skills, we improve ourselves and become better at what we do and who we are. As a gym or fitness centre owner, you probably know a lot about training routines, adapting exercises to each client’s level of fitness.
Yet, you still learn, by attending specialised conventions and following celebrity fitness masters. And, whether you like it or not, you keep learning about ways to find new clients and keep your gym business thriving.
This article is a lesson, too. It will teach you why some Facebook™ ads created by other fitness centres were effective and generated lots of qualified leads for the respective businesses. In turn, you will learn to create effective ads and to apply promotional strategies that work.
1. Draw Attention with Warnings and Popping Colours
This ad is a double winner: first, it draws attention with the bright red colour of the athlete’s T-shirt, standing out from the dark blue background. Next, it delivers a warning: “Think before you bench”.
It gets people worrying about whether they are doing their exercises in a safe and correct manner. The ad does not promote a sale, but a lead magnet. It promises to disclose some of the worst mistakes untrained people can do when they perform bench presses. Naturally, people will click on the ad, because they are eager to avoid mistakes which could hurt them.
2. Deal with a Significant Pain Point
This ad promises an unusual benefit for a gym or fitness centre: free childcare for members. But if you come to think about it, it is a pressing pain point for most potential gym-goers. They don’t afford a nanny and they don’t have a helpful relative or neighbour to look after the children while they are at the gym.
This gym found a unique selling proposition that makes it stand out from the crowd and is perfectly targeted for the intended audience: busy parents with small children who want to get fit.
3. People Just Like You
This is a boosted video post, part of the ongoing posting schedule of the fitness centre which consists of live workouts. It features actual gym clients. Not all of them look very fit. But they are all enthusiastic and confident.
The message this Facebook™ ad sends is that everyone can reach their fitness goals here, even if at the present they are not in such great shape.
4. Visual Clues
The Boston Sports Club is very straightforward about what it has to offer: an exclusive, very affordable, limited time offer. The copy has all the right ingredients: the sense of urgency, the sense of exclusivity and the low price. But what makes it remarkable is the visual part.
It is not only the contrasting colours – blue and red – that draws attention to the ad. It is the clever placement of the person, looking to the bottom right – exactly where the CTA button is. People instinctively follow the gaze of other people in photos, so they cannot miss this button.
5. Don’t Forget to Add a Little Fun
This ad has the perfect mix that makes even a regular Facebook™ post go viral: human interest, humour and…cats. Yes, cats have invaded the social media and Gold’s Gym found a clever way to draw people’s attention to its ad.
We are not sure if the ad also prompted an increased rate in cat adoptions, apart from gym subscriptions, but it can’t be a bad thing if it did…