As many of you know, I’m trying REALLY hard to get into a workout routine! As someone who used to work out 5-6 days week and was in GREAT shape, I know that I need to get back at it!
This past week as I was running away on the treadmill at Planet Fitness, it hit me! I realized a VERY valuable lesson that business owners everywhere need to take note of!
You see, Planet Fitness caters to a very specific audience. For one moment, think about all the gyms that are out there. It seems to me that there is not much that differentiates them. Yes, one gym might offer more classes than another, might be a bit cheaper, might have an indoor basketball court, etc., but the reality is, when it comes to the marketing of those gyms, there really isn’t much of a difference.
This is where Planet Fitness comes in. Planet Fitness has learned the truth and value behind the saying, “You can’t be everything to everyone.” And quite honestly, most gyms and other businesses today, fall into this trap every time! They try to be everything to everyone and there is NOTHING that makes them different. That makes them stand out. That makes them UNIQUE.
Enter Planet Fitness. Here are some KEY things that they have mastered that you too need to consider when it comes to succeeding in your business and succeeding on social media:
- Planet Fitness is focused on their ideal client: If you do a Google search on Planet Fitness, you will find a variety of articles from “bodybuilders” stating that Planet Fitness is not a “real” gym. But the issues with all of these articles is that, that is NOT who Planet Fitness is trying to reach. That is not who their ideal customer is. You see, “Planet Fitness got its start in 1992 when Michael Grondahl acquired a struggling gym. He reduced membership prices to compete against better-known brands and focused on serving occasional or first-time gym users” (Entrepreneur.com). Did you catch that? The ideal client of Planet Fitness is “the occasional or first-time gym user,” not the body builder.
- Planet Fitness has a unique message: They are ALL about having a judgment free zone. That is their main message because again, they are catering to “the occasional or first-time gym user,” not the 5-7 day a week fitness enthusiast (although, you will find these people in Planet Fitness too). All throughout the gym you will see signs that say, “Judgment Free Zone,” “Planet Fitness = No Critics,” and of course, the “Lunk Alarm” which is an alarm that goes off if anyone grunts, drops weights or judges.
- Planet Fitness has a unique price: Unlike most gyms, you only pay $10 a month for a gym membership at Planet Fitness. Again, this goes along with who their ideal client is, “the occasional or first-time gym user,” who (a) doesn’t go to the gym as often as a fitness enthusiast would, (b) isn’t quite sure yet if the gym is for them and (c) doesn’t want to spend an arm and leg to go to the gym when they want to. Again, they are catering to their ideal client.
So, what does all of this have to do with you, your business and your social media presence?
- To experience success, you have to know who your ideal client is: Remember, you can’t be everything to everyone. If you want success, you have to REALLY hone in to who your ideal client is. Who are you trying to reach? What keeps them from doing business with you? How can you provide the solution that they are looking for? Planet Fitness did all of this! They created a gym that spoke the language of their ideal client and the reality is, you need to do the same. You need to know your ideal client VERY well! When you do, you can speak their language that will cause them to do business with you and in turn, you will also find that they are engaging with you on social media because “you get them.”
- You have to have a unique message: What is your message? What differentiates you from everyone else that is doing what you are doing? How are you different? You see, Planet Fitness says, “We’re not a gym, we’re Planet Fitness.” They have created a unique message that speaks to their ideal client and you must do the same thing. You must stand out from your competitors. You have to offer something different and it all begins with your core message that you MUST share on social media.
- Their price point matches their ideal client: Pricing your products and services can be tricky. But if you don’t know who your ideal client is, then your pricing won’t click with them and you’ll find yourself not making any sales.
You can succeed online! But in order to do so, you must go back to the foundations: who is your ideal client and what is your unique message?
Share with us below, do you know what makes you different and unique from your competitors?