Sports facility owners are not typically marketing experts. Their backgrounds are usually in sports or fitness, and their time is usually consumed by a seemingly never-ending task list that leaves little time to research marketing trends. I’ve seen several eSoft Planner clients close down their sports facilities over the years because their marketing efforts were lagging or nonexistent, causing their revenue to drop.
Thankfully, though, some facilities are proactive about learning the sports facility marketing strategies they need to find new clients and keep existing clients invested. Parisi Speed School in Baldwinsville is one such example.
Parisi Baldwinsville’s owner, Kevin Nellis, has run a successful physical therapy practice in the Syracuse, New York area for more than 10 years. He’s an expert in physical therapy and has built up his clientele over the years through excellent business practices. He decided he wanted to open a Parisi Speed School in one of his physical therapy office buildings a few years ago, and was excited to bring Parisi’s training methods to the youth of his hometown and help them prevent some of the sports injuries he saw in his physical therapy work.
He spent a year or so getting Parisi Baldwinsville’s 3,600-square-foot facility ready and getting the right team of performance coaches in place. But when it came time for the clients to start rolling in, Kevin realized that Parisi Baldwinsville needed some help with sports facility marketing.
New facilities always have their work cut out for them. Establishing initial client relationships is a lot more difficult than relying on referrals once you’re already established as a business, so it’s understandable that clients weren’t rushing in the door despite Parisi Baldwinsville’s quality product and prime location.
Kevin found out about the Marketing Toolbox offered by my company, PPC Communications, because I also own a Parisi Speed School franchise location at DNA Sports Center in Cincinnati. Kevin had heard that DNA Sports Center was listed in the top 10 highest grossing franchises within a year of opening, despite having plenty of competitors nearby and battling reputation problems left from the previous company in our location. Kevin decided to sign up for our Marketing Toolbox, which he hoped would set Parisi Baldwinsville on a path similar to that of DNA Sports Center.
Over a series of meetings, my staff and I explained the sports facility marketing strategies we use at DNA Sports Center, and we’re starting to put them into place for Parisi Baldwinsville. First, we held an initial evaluation of all their current marketing efforts and gave them a detailed summary with recommendations for improvement. We then got to work on making those improvements happen. Our strategies are cost-effective, aimed at search engine optimization, social media setup, contact management, and more. Now, we’re in the process of developing a detailed marketing calendar for all their promotions and events, tailored to their target market, and will make sure they stick to that calendar while explaining regular analytics reports. We also just launched Parisi Baldwinsville’s new web site, and they’ve already received a new lead from their Free Speed Pass form online.
We are looking forward to watching Parisi Baldwinsville grow and thrive, and will post back here on their future successes.