Should our gym club invest in photography?

Should our gym club invest in photography?

Scenario time…

You come across a video on YouTube with the title – “How to grow your online enquires as a personal trainer”. It’s the latest marketing craze, and the video provides you with a step-by-step plan. Within a split second, realising this resonates with one of your business goals, you click on the video to find out more. In doing so, you are keen to know what this process will take to reach that particular outcome. The focus is on coming to terms with finding out if this process is credible and if you are willing to bear with it to achieve those goals. 

So, the real question is – How will good images help me achieve my business outcomes & what methods do I need to take?

Here, I won’t shed particular light on the methods or outcomes. Instead, provide helpful considerations to contemplate. 

While reading this, it will be helpful to think through your own experience and see how you relate to what’s written below.

Some thoughts for you to consider…

Idea Generator

A good set of images at your disposal should empower and encourage your creativity in engaging your target audience. It will help you remember what your audience will love to know or understand about your brand and client experience through images that you think preset them best. Therefore, this will help you generate ideas about how you deliver your marketing in messaging, channels and even down to the text you use associated with your images, i.e posting on Instagram. 

Imagine, having a photographer email you images from 3 weeks of working with you. Here’s an idea. Have all the images you want to use laid out in their file. Make a table with the name of the images and associate them with words or phrases for future reference. 

First impressions count

It’s a commonality amongst us to want to put our best foot forward when first introducing ourselves. We tend to focus on body language, tone, appearance, firmness of handshake, etc. On social media, it’s our bio, the first couple of images, and captions. On our websites, it’s the first few seconds on the landing page. High expectations, a crowded market and a small window to foster first impressions of your gym, sports club or fitness service. Within a few seconds, that visitor will make some form of judgement on your brand – Therefore, convey quality images that capture dynamic movement, equipment, your interaction with your clients, and the community fun and vibe. Those first impressions will lead to sparks of curiosity, give you a good standing with your target audience and encourage them to inquire further. 

Multi-channel approach

Any marketing plan that has a multi-channel approach is a good thing! Therefore, versatile content is an essential element in this approach. Think for a second, you have the various images you like and have an idea of where and how you want to use them in your marketing strategy. You find a great shot, you add text and your promotional message for a week’s trial at your gym. You use that image for Facebook ads, in your Instagram posts, on your website landing page, and down to flyers you hand out at the local train station close to your gym at 6:30 pm as young professionals journey back home. In doing so, you have leveraged a resource and maximised every opportunity that will prove valuable in getting towards your outcomes. 

Compete with the competition

In good spirits, competing indirectly with your competition is partially key to survival and success. Working toward being customer-centric as the core focus and goal, is even better. So what ways do you cut through the noise and competition? There are many. One way to do so is by perception. Not to be confused with a dishonest portrayal of your brand. Rather a demonstration of all the best parts of your brand, client experience and services. Good photography images on your website, socials and flyers will help potential clients instantly influence their perception that you are partially on par with more well-known clubs or fitness services.

Opportunity cost

A helpful way to contemplate if investing in photography is worth it is to understand the opportunity cost. Plainly put, opportunity cost is this – What is the benefit of making a decision in light of what it will cost me? Going back to the scenario at the beginning of this post. Hit with a video on how to increase enquires, our curiosity wants to know if the process is credible and have it weighed up with our circumstances. What will it cost, how much time will this take, or perhaps I don’t have time or additional resources, etc. Ultimately, comparing these short-term pains, with the longer-term benefits of your business may help to understand if the cost is worth it!   

Good images aren’t the magic touch. It’s just one element that deserves attention in the whole array of your marketing efforts. And when used right with video and other marketing efforts. Will certainly yield its fruit not just in the now but for days, months and years to come.

So, is it worth my investment?

Sadly, no answers from me on this! Over to you to decide that! Let me know your thoughts in the comment section!

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  • Larry Busing Reply
    December 17, 2023

    It’s appropriate time to make some plans for the future and
    it is time to be happy. I have read this post and if I could I wish to
    suggest you some interesting things or suggestions.
    Maybe you can write next articles referring to this article.
    I wish to read even more things about it!

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