Pilates Business Podcast: End of Year Marketing Tips
Host: Seran Glanfield
Release Date: November 25, 2024

Introduction

In the "End of Year Marketing Tips" episode of the Pilates Business Podcast, host Seran Glanfield delves into effective strategies for Pilates studio owners to maximize their marketing efforts as the year concludes. Aimed at helping studio owners boost revenue, attract new clients, and set a strong foundation for the upcoming year, this episode offers practical insights and actionable advice tailored specifically for the boutique fitness industry.

Embracing the Holiday Season for Business Growth

Seran Glanfield emphasizes the unique opportunities the holiday season presents for Pilates studios. Despite the potential distractions and chaotic schedules that come with December, this period can be leveraged to generate extra buzz and revenue.

"Are you ready to wrap up the year with a bang and have a fabulous start to the year?"
— Seran Glanfield [01:16]

1. Promote Holiday Gift Cards and Packages

One of the primary strategies discussed is the promotion of holiday gift cards and packages. Seran highlights how gift cards have evolved into popular and thoughtful gifts in the wellness industry.

• Presentation Matters: Creating aesthetically pleasing gift card packages with ribbons and bows can make them more appealing.

  "Create it and put it into a nice little package with a ribbon and a bow on it so that your client can literally pick this up and take it straight to their friend."
  — Seran Glanfield [08:15]

• Revenue and Client Acquisition: Beyond immediate sales, gift cards serve as a gateway to new clients when recipients redeem them.

2. Launch Limited-Time Promotions

December is an ideal time to introduce limited-time offers that create urgency among potential clients.

• Pre-Sales for January: Offering special deals on memberships or class packages that are only available until December 31st can drive sales and prepare studios for the influx of clients in the new year.

  "Create a limited time offer for this next month... it helps obviously to boost sales in December."
  — Seran Glanfield [11:45]

• Creative Bundles Over Discounts: Instead of solely relying on discounts, studios can enhance promotions by bundling classes with merchandise or adding exclusive bonuses.

  "Promotions are things that you are promoting and that doesn't always have to mean you discount."
  — Seran Glanfield [13:30]

Engaging Clients Through Special Events and Classes

Seran discusses the importance of hosting special events and themed classes to foster community engagement and retention.

3. Host Holiday-Themed Events

Organizing events like holiday parties or themed classes can create a festive atmosphere and strengthen client relationships.

• Collaborative Events: Partnering with other local businesses can amplify the event's reach and create a sense of community.

  "Collaborate with other businesses and make it this sort of a big event or you can make it a one off event as well."
  — Seran Glanfield [16:50]

• Innovative Themes: Incorporating creative concepts such as "12 Days of Fitness" or Advent-style countdowns can keep clients excited and engaged throughout the month.

4. Foster Community Through Giving Back

December is also an opportune time to demonstrate community involvement and corporate social responsibility.

• Charity Drives and Donation-Based Classes: Hosting events where proceeds go to local charities not only supports worthy causes but also enhances the studio's reputation within the community.

  "This is a great way to show that you are really, truly ingrained and invested in your community."
  — Seran Glanfield [19:40]

• Building Loyalty: Acts of giving back foster a sense of loyalty among clients, making them more likely to continue their commitment into the new year.

Preparing for a Successful 2025

Looking beyond December, Seran provides strategies to ensure a smooth transition into the new year, capitalizing on the momentum built during the holiday season.

5. Plan and Promote New Year Offerings

Starting to market new classes or special programs for 2025 during December can generate anticipation and early sign-ups.

• Early Sign-Ups: Encouraging clients to enroll in January programs while their motivation is high can reduce post-holiday drop-offs.

  "Plant the seeds of what those offers might look like... create that buzz and share that with your clients."
  — Seran Glanfield [21:10]

6. Maintain Visibility and Communication

Ensuring consistent communication through social media and email is crucial, especially if studios plan to close temporarily during the holidays.

• Clear Communication: Informing clients about studio hours, holiday closures, and upcoming events keeps everyone informed and reduces confusion.

  "Make sure you're clear and make sure you're creating all that buzz around when you're opening and what's happening in your studio on the days that you are open."
  — Seran Glanfield [22:30]

• Stay Active Online: Maintaining an active online presence helps keep the studio top-of-mind, even when physical classes may be paused.

Final Tips and Encouragement

As the episode concludes, Seran offers motivational advice to studio owners navigating the busy end-of-year period.

7. Focus on Value Over Perfection

Seran reminds listeners that success isn't about executing every strategy flawlessly but about consistently showing up and providing value.

• Be Visible and Valuable: Regular engagement and meaningful interactions can significantly impact client retention and acquisition.

  "It is not about doing everything perfectly at all. It is about showing up, it's about being visible, and it's about creating value for your clients."
  — Seran Glanfield [23:00]

• Small Efforts, Big Impact: Even minor initiatives can lead to substantial results when aligned with client needs and studio goals.

8. Plan, Implement, and Engage

Studio owners are encouraged to dedicate time to planning their marketing strategies, executing them effectively, and actively engaging with their community.

"Get planning, make sure that you have carved out time to plan, make sure you've carved out time to implement and then, you know, get active in your community and participate as much as possible."
— Seran Glanfield [23:30]

Conclusion

The "End of Year Marketing Tips" episode serves as a comprehensive guide for Pilates studio owners aiming to finish 2024 strong and set the stage for a prosperous 2025. By leveraging holiday promotions, engaging events, community involvement, and strategic planning, studio owners can enhance their business growth and client loyalty. Seran Glanfield's actionable insights provide a roadmap for navigating the busy December period with clarity and confidence.

"There is no one way to do what you do, only your way. So whatever it is that you want to do, create or offer, you've got this."
— Seran Glanfield [23:38]

Resources Mentioned:

• Visit spring3.com/forward/thrive to learn more about the Thrive membership, which offers weekly live Q&A calls, industry-specific business training, and resources to streamline studio operations.

Stay Connected:

• Subscribe to the Pilates Business Podcast for more expert insights and strategies to elevate your boutique fitness studio.