Your introductory offer is the most important tool in growing your studio. Introductory offers should provide an irresistible opportunity for new clients to experience your classes first-hand, get started on the path to achieving their goals, and set them up for a long-term commitment with you. Successful Powhow Studios convert 80% of all new clients into taking advantage of their Intro Offer.
How to Setup a Great Intro Offer
- Your intro offer should be either a discount on a monthly membership package or a high volume (8 or more) 30 day class pass. Powhow recommends offering a monthly membership package, because the client's membership will automatically renew after the first month.
- Offer a 50% discount on the regular monthly membership price for first time clients on their first month. See "How to Price a Monthly Membership" for tips on how to price your normal membership fees.
- Use your unique Intro Offer promo code that was set up for you with your studio. Click on the Promos tab in your studio to copy and share your code.
- Edit your membership package to include your Intro Offer code in it's description.
What your Intro Offer should NOT be:
- Your intro offer should NOT be a free or discounted class. Read more on "Free Classes"
- Your intro offer should NOT be a free month or package. Free packages do not require clients to enter their credit card- meaning you will have to up-sell them the next month.
- Do NOT offer multiple Intro Offers. Keep it simple and make it a no-brainer for your clients to choose your Intro Offer as the very first thing that they buy from you.
Why are introductory offers so critical to your long-term success?
- They give you a month to convert takers into full time clients. One class is never enough to make the case for your offerings.
- They encourage frequent attendance. The more your clients participate, the more they will like it, and the more impressive the results.
- They condition clients to get used to buying a month a time, rather than focus on drop-in class purchases.
- They can transition directly into an auto-pay monthly package. There is no "up-sell" required. Every time you have to up-sell a client, you lower your retention rate
- What you initially lose in price per session, you will make up for in retention, commitment, increased attendance and revenue in the long-term.
What else should I know?
- Real (or even perceived) time limits are critical in getting prospective customers to take action. Make sure you always refer to your promotion as a "limited" time offer, or set actual limits or periods when your offer will be available.
- You don't want to have more than one intro offer for the same type of classes at any time. When you offers compete against eachother, your clients will always choose the cheapest option that offers the shortest period of commitment.
- If your intro offer isn't selling- ask yourself why not. It either isn't what your clients want, it's too expensive, or you aren't doing enough marketing.
Please also see: How to Offer a Monthly Membership Package