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Webinar Recording: How 3 Fitness Companies are Increasing Sales via Brand Advocates

The recording below is from our recent webinar, “3 Case Studies in 30 Minutes: How Three Health and Fitness Companies are Increasing Sales and Positive Word of Mouth by Leveraging Their Brand Advocates” featuring social marketing success stories from 24 Hour Fitness, Club One, and Anytime Fitness. The speaker was Founder/CEO of Zuberance, Rob Fuggetta (@robfuggetta).

View more videos from Zuberance

Key Takeaways:

  • Brand Advocate definition: Highly-satisfied customers and others who pro-actively recommend brands or products without being paid.
  • Brand Advocates are a different breed- They are 2X more active content creators and 4X more likely to share great product experiences.
  • On average, 50% of a company's customers are Brand Advocates.
  • Identify your brand's Advocates by asking The Ultimate Question: On a scale from 1-10, how likely are you to recommend our brand or products to your friends? (9's and 10's are Advocates.)
  • Advocate marketing campaigns yield an 86% click-through rate vs. 5% for traditional marketing.
  • Club One has identified 8,800 Advocates who have shared over 16,000 Club One offers with their social networks.
  • Anytime Fitness has energized their brand army to share over 1,000 offers driving trials and memberships.
  • 24 Hour Fitness has mobilized their 90,000 Advocates to publish over 2,600 reviews to Yelp.

To learn more about how Fitness companies are turning their Brand Advocates into a marketing force, download our whitepaper, "Club One Gets 9X ROI by Energizing Brand Advocates."

-Cara Fuggetta, Marketing Manager, Zuberance


Bill McBride, President & COO of Club One, Joins Zuberance Advisory Board

We are thrilled to announce that Bill McBride, President & COO of Club One, has joined the Zuberance Advisory Board! Other expert marketers on the Zuberance Advisory Board include Porter Gale (former VP, Virgin America), Erin Hintz (VP of Global Marketing, Citrix Online), and Paul Dunay (CMO, Networked Insights.)

McBride is an internationally-recognized fitness industry expert with more than 25 years of experience in the health club industry. McBride has served since 2009 on the board of directors of the International Health, Racquet, & Sportsclub Association (IHRSA), the fitness industry’s only global trade association. He is a frequent speaker at IHRSA events worldwide.

Club One, Inc. is an award-winning health club management company with 14 owned properties and over 75 management agreements with community centers, medical fitness centers, and Fortune 500 companies.

“I am an enthusiastic advocate of Zuberance,” said McBride. “Brand advocacy and the power of Word of Mouth play a critical role in the success of all consumer brands. Zuberance enables a company of any size to mobilize its Brand Advocates to build their business. This technology and partnership is game-changing in understanding and mobilizing your best customers. Zuberance will help your business grow, better know your customer, and build your online reputation for future growth,” said McBride.

Click here to read the full press release.

The Triangle of Trust: A balancing act for brands, Advocates and prospects

In a perfect world, what would you like to have your company’s Brand Advocates (the people who proactively recommend your brand or product without being paid to do) do for your business? Perhaps having your loyal customers share an exclusive offer with their friends and colleagues on Facebook, via email or on Twitter would move the needle? Maybe you would like additional reviews of your products on Amazon, Best Buy, or a higher star rating on Yelp to get more feet in the door? At the critical time of purchase, would having Advocates answer prospects questions help convert the sale?

According to Nielsen, 92% of customers trust Word of Mouth, and more than 90% of customers say that a Word of Mouth recommendation is the leading influence on their purchase decisions (source: Zocalo Group).

So, how do you tap into the power of Word of Mouth to connect your prospects and Brand Advocates?

Look to the Triangle of Trust – with Brand Advocates on one angle, prospects on the other, and your company on the third.

All three are connected (and communicating with each other), and everyone provides equal value in terms of rewards, recommendations and eventually revenue. When one side is out of balance and unconnected, the triangle falls apart.

An Example: Keeping it Balanced

Word of Mouth referrals are the #1 source of Club One’s, a nationally recognized leader in the fitness industry, memberships (at 45%), far surpassing other lead generation tactics – and they were not leveraging the power of Word of Mouth in a systematic way. In other words, Club One’s Triangle of Trust was missing a strong link from Advocates to prospects.

To bring their triangle back into balance, Club One Advocates (identified by using the Zuberance Advocate Platform) shared a complimentary 14-day guest membership with their social networks, which resulted in:

  • 2,154 prospect clicks
  • Just under 1,000 people took the trial offer
  • about a 100 signed up for a long term new membership
  • 9X Return On Advocacy (as measured by media and sales value)

These brand evangelists wanted to spread the word about Club One to prospects, and the company made it possible – which turned into a win-win for everyone.  Watch Club One’s Kari Bedgood talk about why it was so important to connect Advocates and prospects here.

Read the full Club One case study here.

Companies who connect with their Brand Advocates (who in turn evangelize their products and services to potential prospects) are tapping into a volunteer sales force with tremendous potential (and sustainability). In fact, there are over 60 million Brand Advocates in the US, and over 1 billion worldwide.

Above all else, nurture your customer relationships – remember, they are likely your most important source of leads.

So, how are you keeping your brand’s Triangle of Trust in balance?

Club One Gets 9X ROI by Energizing Brand Advocates

A leading California fitness chain generates qualified leads and new memberships by tapping into their highly satisfied customer base.

Download the Brand Advocacy case study now.

With high customer satisfaction and advocacy scores, Club One's #1 source of memberships has always come from Word of Mouth referrals. By identifying and energizing their highly satisfied customers (Brand Advocates) through the Zuberance Advocate Platform, the fitness chain was able to systematically leverage the power of Word of Mouth driving qualified leads and new memberships. Club One put an offer into the hands of their Advocates, who then shared offers with their friends through email and social networks like Facebook and Twitter. The result? A 9X ROA (Return on Advocacy.)

Download the case study to learn how Club One:

  • Identified their best customers, creating an army of Club One Advocates
  • Energized their Advocates to share offers to their social networks
  • Generated a 9X ROA (Return on Advocacy)

Take a look at the video below where Kari Bedgood (Director of Marketing and PR, Club One) describes how Club One has been mobilizing their Advocates to drive sales and positive Word of Mouth.