Short transcript excerpt from a Chris Collins video ('The Business Whisperer - The Groupon Call') in which Collins coaches a gym owner about using Groupon as a loss leader. Collins emphasizes testing offers and copy until they 'pull', gives an example promotional offer (e.g., "five workouts for $49.95"), and frames Groupon as traffic acquisition with the real work being conversion through in-gym needs analysis and membership selling.
Right. So what. What did you run on Groupon? What. What was the headline? What was the offer?
I believe it was for a month of classes. It's been a couple years, honestly, since I've done that. So offhand, I can't think of the exact, you know, numbers or the exact headlines of what I used.
Okay, so let's just. Let's talk about that for a second. So marketing is the kind of thing, like, if I did Groupon and it didn't pull very well, that would be the beginning of the journey, not the end. I would be testing that until I got it to pull, because we know it pulls, right? And so it's our copy and it's our offer that aren't resonating. It isn't that Groupon isn't resonating, because Groupon swings a big stick, and there could be 20 gyms that we're going up against, then we just want to have a better offer. So in a gym, the most successful gym owners that I know in the gyms I've worked with, we. We put a crazy offer out there that's like, you know, five workouts for 49.95. And all that is, is a chance for the trainers to do a needs analysis with them, get them in the gym, get their shirt off, point out, you know, how much work they need to do, get them to tell us about their previous, you know, struggles with working out and commitment and selling them into a membership and a package like, so it's a loss leader. And your leverage in your marketing is how many of those you can convert. But you got to look at the Groupon as a loss leader to get traffic and then focus. Focus your efforts on converting when they get there and what. What the steps are that you take them through. Does that make sense?
