Posted on 02-04-2019
Using scarcity in your fitness marketing is a smart technique to add more value to your product or service and to activate your potential fitness leads to make a (purchase)decision.
"Last day", "only two more spots left", "expires in 23 hours". You've probably seen one of these examples of scarcity marketing before. They are often used in webshops or in Facebook ads, but also still offline (in stores).
Scarcity is one of the persuasion techniques Robert Cialdini describes in his book “Influence: The Psychology of Persuasion”. According to the famous Marketing and Psychology professor, the successful factor of scarcity is our fear to miss out on something.
Have you ever heard of FOMO? This is short for Fear Of Missing Out: being afraid to miss out on something. Our instinct is to make sure this won't happen. So If someone would like to start training at your fitness, PT or boutique studio, but there are "only 2 more spots left", the decision is easily made (and quickly).
Also will scarcity add more value to your product or service, because the access to it is limited. And products with limited access are simply wanted more. Think about the limited edition sneakers from Nike, that are often sold out within hours. People even wait and sleep in front of the store..
So scarcity can add more value to your product or service (in the eyes of your customer) and people will make quicker (purchase)decisions. Sounds like a great technique to fill your fitness, PT or boutique studio. The techniques mentioned in this blog are easy to implement in your fitness marketing, for example on your club website. We apply multiple variations of this techniques on the websites of our clients. And those techniques prove their effect over and over again.
You can create many variations when it comes to using scarcity in your marketing. Like creating more urgency with a temporary offer, or an offer with limited spots. Our innovation team tested a new element with 10 clubs in 3 countries. And guess what? We saw an increase in conversions at all 10 clubs, from 2% up to 39,9%! So from a small improvement up to amazing results.
This successfully tested new element will definitely get a spot on the websites of our clients. Also looking for great results with your fitness marketing? Get inspired by the examples in this blog en start testing.
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Update May 2020: The principles in this blog are used in our now 850+ fitness clubs, gyms, PT studios and Boutique Clubs in 12 coun...Read more
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