Marketing Your Health or Fitness Center Mobile App To Members

By | Engagement, Industry, Mobile | No Comments

Everyone understands the value of mobile. It’s rapid growth continues to surprise marketers and consumers alike. 79% of marketers believe mobile marketing is core to their business (Salesforce’s 2016 State of Marketing Report). Mobile offers are redeemed 10x more frequently than print offers (eMarketer) and 16% of donors give from an email on a mobile device, a number that is rapidly rising each year.

So, offering a mobile app is a popular option, but, offering a mobile app at your YMCA, JCC, recreation center, or health club is more than just being “with it.” It can be a valuable way to deepen member connections and to save your staff time and effort. In order to realize all the benefits of a mobile application, you have to preach adoption to your staff and to your end users – your members.

So, how do you get members to download your app (and use it!) on their mobile phones, already crowded with apps and tools? We recently spoke with Amy Johnson, Digital Media Coordinator at Greater Green Bay YMCA, and Mary Jo Eiberger, CEO and Executive Director of Cameron Regional YMCA. When we looked at metrics from across our customers, these two Ys stood out with a high percentage of members downloading and using mobile apps multiple times over a 30-day period.
Here are three of their tips to be successful marketing your mobile app to members:

  1. Take time to plan ahead before you launch. Johnson explained that at Greater Green Bay YMCA they made sure to find out what  your members need and are looking for on the mobile app and be sure to choose administrative support for your app prior to launch and roll-out to members. At Green Bay they chose Mobile App Champions at each center to promote the app and keep everyone informed.
  2. Get staff excited about the app. It’s important to get your staff excited and comfortable with the app so that they can be the best promoters of the app to members. Both Johnson and Eiberger encourage members to sign up for the application on the spot. They even offer to download the application and walk through it with a member that isn’t so tech-savvy. Excited staff will want to show members all the app has to offer.
  3. Use your application for nonmembers too. At the Cameron Regional YMCA they encourage nonmember program participants and even movie-goers (yes, they have a movie theatre!) to download the app and they offer announcements, schedules and the information that is valuable for those users too. Eiberger explained that if nonmembers see all the valuable programs listed in the app that are available to members they may decide to join.

Check out the full webcast for more tips on successfully marketing your mobile application to members:

Following Up on Feedback

By | Customer Experience, Engagement, Industry | No Comments

This is the second in a series of posts about how we utilize customer feedback. Catch the first post, Our Customer Survey Philosophy, here.

It’s the new year! As I am sure you are at this time of year, we are goal setting. We want to be the Most Loved software partner in the health & fitness space and that isn’t just a 2017 goal it is our vision for the future…and we believe your feedback is a big part of what will help us achieve that goal.

Ever wonder what happens after you complete our survey?

As a follow up to my last blog post, I want to give you an update on our actions since our most recent request for your feedback on how we can get better at providing you and your organization. Our mission is to become the Most Loved and in order to do that, we must earn your trust and deliver exceptional experiences with every interaction you have with our team and our products.

We want to thank the 550+ people who took the time to share opinions and experiences with us. We learned a lot from the survey comments and we were able to find themes throughout the comments that helped us uncover actionable items.

Our team reached out to over 180 respondents to get more information on your comments in order to take appropriate actions. Here’s just a few of the outcomes you can expect from the feedback we received:

  1. Improved communication on our product road map including delivery timeframes
  2. Enhancements to our training offerings for all platforms
  3. Friday Free Consulting time for our CSI/SpectrumNG customers (and the same offer stands for our Daxko Operations customers as always!)
  4. Webinars showcasing product release enhancements and best practices
  5. Consistency in system performance and fast resolution to long term cases

This isn’t the end of the story. We will continue reaching out to more of you each quarter following our survey to ensure everyone has a chance to be heard. Of course, your input is welcome at any time outside of our quarterly surveys as well. My email is mharrison@daxko.com.

‘Tis the Season to Get Fit, Part 2

By | Engage, Engagement, Industry, Membership | No Comments

This is the second in a two-part series on engaging new members from Daxko Engage Implementation Specialist Emily Vonbartheld. Read the first post here.

group-rulesTo help engage new members and help them reach goals you can track their interests or goals. If you have Daxko Engage or another CRM, you can create a group based on new member interests and make contact with those members through an initiative. This can be especially useful when you’re targeting January Joins because in Daxko Engage you can create “Group rules” around join dates.

If you are using a CRM or third-party email client, you can pull a custom membership report from Daxko Operations, sort by interests, and email the members from your current email provider.

When signing a member umember-goalsp, remember to ask the member their goals and mark them in a visible area. This will help staff when they go to regularly follow up on their goal. In Daxko Engage there is a place on the member profile exclusively for their goals.

For example, staff can follow up with Gabriel and refer him to classes and resources based on his goal. Keeping up with these goals shows members that their membership is not transactional. Members want to feel like they are part of a community that truly cares about them and tracking goals is one way to achieve that.

Keep new members from pouring out the back gate by increasing their level of engagement and involvement within your fitness center, club, Y, or J. Help members feel that they are a part of something greater by welcoming them into a community dedicated to helping everyone succeed. It’s easy to view “January Joins” as a monolithic group because it feels like the same routine every year. Intentionally tracking a members’ interests and goals and creating systematic communications to engage them, gives you the opportunity to create meaningful change.

Make sure to establish guidelines within your association, hang reminders around welcome desks, and follow up with staff! Increasing retention means increasing impact in members lives and that’s what it’s all about.

‘Tis the Season to Get Fit, Part 1

By | Engage, Engagement, Industry | No Comments

This is the first of two posts from Daxko Engage Implementation Specialist Emily Vonbartheld talking about engaging January joins. 

“January Joins” are within sight. Open the floodgates and watch as new members pour in after the sudden realization that, maybe, they shouldn’t have eaten all of that pecan pie over the holidays. It is time for us to re-focus on those excited new members and determine how we can better serve them as they’re trying to meet their goals.

Stop right there. Their goals. Do you know what their goals are? Gabriel, for example, says he wants to run a 5K by the end of the year. Why? What is his motivation to run a 5K? What are his expectations for how a gym, recreation center, YMCA, or JCC will help him accomplish his goals? How will we actually meet Gabriel’s expectations? To be able to answer all of these questions, we need to ask meaningful questions. There are a plethora of different reasons that an individual joins a health/wellness organization. Maybe they’re interested in losing 20 pounds before swimsuit season. Maybe they’re interested in becoming more of a vested member in a fitness community. Maybe they just want a reason to leave the house and make friends. Regardless of the reason, staff must be able to identify, track, and respond to members’ goals. We have to listen to what members are really looking for and be systematic about the approach.

There are a couple of places to focus in on to increase engagement and help January Joins achieve their goals. First, in your operations system, when registering a new member, it is crucial to mark the individual’s interests. This way, you can keep them up to date about what is going on in the facility relevant to their interests. This doesn’t have to feel clunky, either. When registering the new unit, simply hand over a card containing potential interests and have them check off boxes that they would like to learn more about. For example, if Gabriel checks that he is interested in sports, this information can be used to send him targeted emails about upcoming sport registrations in an effort to help motivate him and plant roots within the organization.

ops-blog-1

Want to read more?  Our second part of this post is available here with next steps to engaging with new members in the new year!