Last week, my newsfeed was abuzz with a certain company’s much-speculated-about product launch and special event. I’m sure you can guess what company I’m referring to. It was of course, Apple, which on Tuesday afternoon unveiled its latest products, including the iPhone 6, iPhone 6 Plus, iWatch and Apple Pay.
And the world was watching. Almost every major news organization offered coverage on the special event, and Twitter and Facebook began trending “Apple, Inc.,” “iWatch” and “iPhone6Plus” at a rapid-fire pace.
What does this have to do with the health and fitness industry? Well, the buzz around Apple’s product launch has to do with not only marketing, but another key factor — brand loyalty. And if a health club can learn to build brand loyalty like Apple, imagine what impact it could have.
Therefore, I’d like to share three secrets courtesy of Inc.com on building brand loyalty in today’s market:
1. Deliver on the product’s promise every time.
2. Over-deliver on fixing mistakes.
3. Be inclusive, not exclusive.
Debra Kaye, the author of “3 Secrets to Building Brand Loyalty,” explained why this is so important: “If you want to build brand loyalty in an age when 80 percent of consumers look online to see what other people think instead of just sticking with a brand they know, you have to be smart about both the quality of your product and the experience of buying it.”
With this in mind, take a look at every aspect of your business that customers interact with, and ensure each aligns with your brand’s standards of quality. Say you have a top-notch personal training team, but your font desk staff is lackluster. This can affect brand loyalty, and sends the message that only certain parts of your business deserve a high-quality member experience rating.
When it comes to brand loyalty, no part of your club can be overlooked. Keep an eye on every part of your business, from how front desk employees answer phone calls, to how easy it is to pay membership dues. Building a brand starts from the bottom to the top, and only by putting in due diligence will true brand loyalty be accomplished.
Imagine what could happen if your club was able to create the amount of buzz Apple did. The possibilities are endless.
Rachel Zabonick is the Editor of Club Solutions Magazine.
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