Fitness Business School – Using Other Peoples’ Audiences

Full Transcript

Hey, Pat Rigsby here and in this episode, I wanna talk with you about how to make the most of the way that people really operate rather than the way we wish they would. I’ll get into it in just a minute.

Welcome to the fitness business school podcast. The show for fitness business owners who want to grow their income, increase their end impact and improve their lifestyle. Be sure to listen to the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

So this past weekend I had a, a really neat opportunity because my, my son, Alex, and the baseball team, he plays on that I coach, we were playing in a, a big tournament in in, in grand park, Indiana, but then a, an organization that I’m doing since consulting with they were at that event doing doing some prospecting, if you will. They had a relationship with the host of the event where they could go on site and do basically what amounted to a, an evaluation, like a player evaluation. And you know, they had dedicated space. They were allowed to provide this in. There were thousands of kids and family, well over a thousand kids and families at this event. And so you know, so it was a great observational opportunity for me to see it from both sides. Like, you know, I was in the pool of people that they would potentially be marketing to. And then the event you know, I got to see kind of how it worked for them. And, and there were a few things that really came to mind that I thought would be useful for you, no matter what kind of business that you own. So the first was anytime that we are in an environment where somebody else is that proverbial gatekeeper, somebody else has access to this audience, and they’re sharing this access with us in any sort of format or any sort of fashion. Our number one goal probably has to be, to gain direct access to the audience and not always have to go through that middle man, so to speak because you know, whether you’re forming a strategic Alliance with a, a salon or a chiropractor, or you’re doing a health fair, or you are going to an event like this, a tournament, and maybe you’re a sports performance provider, the person that is giving you or granting you this, this type of access, their number one job is to still operate their event. They’re still, you know, to still run their business. And so we can’t lean on them to probably sell on our behalf at the level that we would, if we had direct access, you know, they may broadcast an email or two, they may allow us to put up some signage.

You know, there, there are things that we can do, but the reality is the, the attendees, the, the customers, clients, patients, participants, their in-attendance not because of the secondary vendors, but because of that event itself and the event’s primary job is to run their own business. So in, in this case, what I saw was if I was unaware of this organization that, that I’m consulting with when I was coming in, I don’t know that I would’ve noticed the couple of you know, kind of sandwich boards. They had up when we were walking through, because it was right after somebody paid for admission. And that was the only thing that was there. I was looking for them and kind of noticed them, but they were not grabbers. They were not attention-getters. And I’m sure that if I wouldn’t have been looking for it, I wouldn’t have seen it. And then the place that they were located to deliver this kind of evaluation assessment was a, a bit of a distance like you needed to probably drive just because of the, the layout of the facility to get over to them. And so, if you think about the attendees at this type of tournament, you know, parents and coaches are kinda hustling in, they have to do whatever they’re gonna do for pre-game. They’re trying to get on the field.

If there’s a little bit of a break in between games, they’re probably trying to get something to eat. And then by the end, they’re tired. They go back to a hotel. They don’t wanna spend more time at that venue most of the time. So, you know, in theory, and logically, it’s really easy to rationalize that, Hey, it’d be great. These guys could come do this assessment. They could get some feedback that would really potentially help them become a better player, help them unlock more of their potential. And I am a huge believer in everything. This organization’s delivering on the service side, but the reality is the people in attendance, weren’t there to make that kind of commitment, that kind of decision invest that amount of time on the spot. So the right path, I think for this type of business in that setting is saying, okay, how do we give somebody the smallest free sample that’s valuable? How do we get them to give us their contact information? And I don’t care if it’s a, a, a gift card for their services. I don’t care if it is just doing one sort of easy five minute in it kind of evaluation assessment screen. I, I don’t care if it’s entering in for a raffle to win something you want direct access, where you can circumvent that middle person. So think about the same thing.

If you run an adult fitness business, how does this apply to you? Well, if you go to a health fair, then there are all these other booths tugging at people’s attention. People are not intending on spending eight hours at a health fair, if they’re an attendee. So your job is to get somebody’s contact information. So you can follow up and have a conversation independent of this event. If you are forming a strategic Alliance with a salon, how you know your, your job isn’t to sell your service through the salon, your job is to get access to the salon’s customers. The, the access is where you can build the relationship where you can build the value in what you do, where you can start to get them to know, like, and trust you by educating and motivating them so they can potentially become your client. And this holds true, no matter what channel you are trying to go through, where you’ve got a middle man that you are leveraging for some sort of access to their audience, right? And, and in fact, if, if you think about this at a really high level, this is essentially the same thing that I recommend to people when they’re running Facebook ads or something.

I don’t wanna pay Facebook every time I need to connect with a prospect, I want to get that prospect on my email list. So I have direct access to them. So I’m gonna run an ad for a lead magnet to get direct access. Now I can market as often, and in whatever format, delivering whatever type of education, whatever type of value I can without having to pay, to reach that person each and every time. So kind of tying this all together. If you are going to use other people’s audiences to try to grow your own business, our job first, before any other step is to gain direct access to those audiences. So we don’t always have to go through that third party to reach the people we want to reach. If you take this approach and use it, you’re gonna see how it applies to almost every marketing opportunity that you have. It’s gonna make your marketing efforts more successful. It’s gonna allow you to reduce your cost per client acquisition, and overall you’re gonna get much better results.

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