How To host the most Successful Open Day of all time
140 NEW MEMBERS IN ONE DAY
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140 NEW MEMBERS IN ONE DAY 〰️
Last month at Gravitate 24 in Palmerston North the CFM team, of Callum Bryan, Sam Hodges and Kane Oldham sold 140 brand-new long-term members….
In one singular day.
Breaking the CFM World Record.
The single biggest day in 35 years!
That’s 1 sale every 4 minutes!
14 sales every hour, for 10 hours straight!
How the heck did that happen?
Let’s look at a few of the key success factors.
1
“The single biggest factor would be the carefully executed videos and statics both in the lead up to, and on the day of the Open Day.
This varies from very traditional information-based content, to funny/clever/creative content, to live broadcast content, to content that features members and staff.
The content is informative, engaging and has a strong call to action. But, secondary to this, it’s the paid ad structure that targets a range of curated audiences and meets them at their entry point – either hearing of the gym/Open Day for the first time, or having heard about it in the lead up to the day.”
A build-up of the club’s algorithm on their socials
If they can, Meta will charge you whether they get your message out well for you or not. The algorithm itself is an enigma wrapped in a riddle.
You can’t just throw out an event, with heaps of cool stuff, with cool ads and expect it to work.
What we do know is how to help this algorithm play ball. Meta wants your page to keep people in their apps. Make people think Meta is cool. That is through getting engagement.
And this engagement needs to build up, before you go in for the kill.
2
Great club with a great reputation
Our Senior BDM Rachel Saunders tells us, that “one huge success factor is the great reputation the club has, and that comes down to Frankie, Nick and the team.”
If we want to build a successful Open Day it comes down to that community feel, and that starts with the reputation and culture of the club itself.
And that’s how it panned out, as Callum Bryan, the Marketing Manager who ran the day explains, “it was so successful because it leaned into the community feel. With the BBQ, the free lunch and coffee and the fun and vibe of the day”.
3
The Ads promoting the day
So, the algorithm was cooking, the gym’s community and culture was on point, cue the digital ads promoting the day.
“We knew that we had to jump on the trends at the time and really lean in!” Callum tells us.
Trends or going viral are almost trending terms in themselves. But they work.
So often it’s the efforts that other businesses won’t go to that cut through the endless digital marketing clutter and go viral.
This isn’t always fun, or silly, or shocking, but what it needs to do is drive engagement, drive messages, drive traffic, and hence drive sales.
That’s what the guys did for their ads, they drove traffic through smart, engaging content. LIVES, treasure hunts and much more.
4
The Event Itself
People love an event. An event that drives FOMO through thought out and cool activities.
FOMO is what we wanted, and FOMO is what we got.
“The only thing I can liken it to was a crazy Black Friday Sale or maybe the Toilet Paper isle during Covid” said Callum.
5
Killer Crew
When the leader of the team has won all bar one award to be won at CFM you know you are in the right hands. And that’s what Callum has done. Add Sam and Kane who all love fitness and believe in what they are doing and you have a lethal combination.
The effort on the day is something that will live on forever. You boys inspired us all.
Congratulations! Callum, Sam and Kane, you have set the new bar. You deserve it. And you now become the hunted. 🤣
And for every other club out there wanting to learn on how to bring in 300k of gross sales in one day then take that all in. Get the algorithm working for you through high engagement posts, and don’t be afraid to lean in, and go big with all your marketing.
Liam Robertson
Director CFM
