What's missing from your marketing?

Quiz Questions

• 1.
  First off — how long have you been in business?

  • A.
    Under 12 months
  • B.
    1-3 years
  • C.
    3-5 years
  • D.
    5+ years
• 2.
  Awesome. Now what type of small business are you? 

  • A.
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    Boutique Fitness Studio Owner
  • B.
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    Virtual Solopreneur
  • C.
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    1:1 In-Person Service Provider
  • D.
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    Brick & Mortar Shop Owner (my four walls are my own)
  • E.
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    In-Person & Online Service Provider (I do both!)
  • F.
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    I work for someone else, but am laying foundation to build my own thing
• 3.
  What seems to be your biggest struggle in this moment?

  • A.
    People have no idea my business exists! I just can't seem to grow my following or client base.
  • B.
    I can't seem to get my first-time clients to return. My first timer numbers are good, but not enough to fill my books.
  • C.
    My clients return, but not as frequently as I want them to. Business seems really sporadic.
  • D.
    I can't keep my head above water - my studio/biz is super busy, but I am drowning in work to keep it that way.
• 4.
  When clients come in, how did the majority hear about you?

  • A.
    Referral program/word of mouth - works like a charm!
  • B.
    Partnerships we did with a local biz (lululemon, farmers markets, wellness fairs, etc)
  • C.
    Press or media feature
  • D.
    I told them - still hitting up that friends + fam network
  • E.
    Social Media - our digital marketing is on point
  • F.
    They walked by! I'm in a high traffic area.
• 5.
  How confident are you in your brand mission (why you created your brand)?

  • A.
    Confident: I know who we are, what we do, and why we do it, and so does my community. I speak proudly, consistently, and it's paying off!
  • B.
    Fairly Confident: I know who we are, what we do, and why we do it, but could clean up the messaging to my community and potential clients. Sometimes I say too much, not enough, or struggle to come up with content.
  • C.
    Not so confident: I think I know what my mission statement is, but it needs work and I don't think my community is entirely aware of it. Sometimes I feel annoying sharing.
  • D.
    My what?
• 6.
  How confident are you in knowing how to get new clients through the door?

  • A.
    Consider me an expert. I've mastered every channel of marketing - clients hear about us through local partnerships, press and media, emails, referral programs, and social ads. 
  • B.
    Pretty confident, I just don't have the time to do it. 
  • C.
    I think I have a good idea, but don't understand how to execute on my ideas. 
  • D.
    Our community seems to know us, but we need to expand further than that to really thrive. 
  • E.
    I have no idea where to even start. 
• 7.
  In the last six months, have you engaged in a local partnership with your brand?

  • A.
    Yes, and it went well! We still see clients from it.
  • B.
    Yes, and it fell flat. I don't think anyone came to us that way, and if they did, I don't know how to track it.
  • C.
    No - I'm too buried in operational and administrative work to get that done! 
  • D.
    No - I don't know who I would co-brand with. 
• 8.
  Where are you hoping your business will be in a year?

  • A.
    My online business is thriving - new memberships every week and a strong, committed community.
  • B.
    I secured tons of really amazing 1:1 clients, and my work with them keeps me lit up and dedicated to their progress!
  • C.
    Our studio is so busy, we're getting ready to open another due to demand.
  • D.
    Other

Quiz Outcomes

• 1.
  You could use some clarity in communicating a focused message to your clients.

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  Always be answering this question: "What problem am I solving for my clients?" Weave that into your marketing, consistently. You know that first time you ever realized you could DO this? The first time you went to a workout class, looked at the instructor, and just KNEW you were going to be the one making people healthier?You need to share that, far and wide. We all know that the fitness industry is saturated - but here's a different take: there's room for everyone because everyone's why is a little bit different. See, here's the thing - when you share your authentic, true to your roots story, people see the human element in you. And here's a fun fact - people are 75% more likely to purchase when they know WHO they're purchasing from. So take a peek at these resources, define your mission statement, and let's you get BOOKED.Here are some resources to help you narrow down your why. 1) Listen to this episode of the podcast. I sat down with Marissa West & Heidi Hillman, CEO and COO of West Kept Secret, a cult following studio in Charlotte, NC. Marissa and Heidi happen to be the chosen personal trainers of Miss Universe, Olivia Culpo, and for a reason. They are so committed to what they do and their specific workout style. Check out the podcast here and take some cues of how to use specificity to your advantage. 2) Download my free messaging workshop, it's one the best resources I offer to help you our in the early stages of your marketing.Hello! I’m Alexa Cawley, your own personal business cheerleader. I started my career in 2013 working for lululemon, and learned very quickly that the fitness industry is unlike any other. My career took me to some pretty cool places - opening flagship stores for lululemon, overseeing marketing for 26 SoulCycle studios, and opening many boutique fitness studios and health food chains. Currently, I’m the proud CEO of Forever Friday Consulting, a marketing consultancy where I help studio owners and instructors go from underbooked, chaotic, and stressed to automated, waitlisted, and calm. In Jan of 2021, I started The Friday Society Podcast as a resource for every fitpro and health savant to learn, ask questions, and feel part of a larger community. When I’m not working or recording, I’m hanging out with my two guys in Brooklyn - my boyfriend and my pup! I’m a certified yoga instructor, and truly love my peloton more than I should. Can’t wait to connect!1) Keep an eye on your inbox! I'll be popping into your inbox over the next few days with some helpful marketing tips and tricks to grow your business.2) Follow me in Instagram for more marketing tips and tricks! But definitely DON'T follow me if you're not a puppy or peloton fan. The two P's are about 80% of content...3) Subscribe to The Friday Society Podcast. It’s a really fun place to hear from industry leaders and experts, and my DMs are always open for some pre-show questions. See you soon!
• 2.
  Your missing piece is... your hospitality!

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  Hey friend! Congratulations on all the awesome things you're doing in your business. I see you, and applaud you. I know you're working HARD to get those clients through the door - but I think you might be working TOO hard on getting your first timers in, and not hard enough on keeping them retained. See, here's the thing - on average in marketing, it actually costs more to acquire a new client, than to keep them coming back for more. I have two things that I think will really help you solve this problem in your business:1). Download my free retention workbook. I took all of the data I learned at SoulCycle and Lululemon, and and broke it down into tangible data for you. If you already have the workbook, it might be time to visit it again and put those practices into play. 2) Listen to Episode 11 of The Friday Society Podcast. Gabby was the 5th employee at SoulCycle, their first hire in the marketing department, and was a really integral part of turning the brand into the household name that it is today. She has had a really amazing career, and after 8 years at Soul, went on to her role as Chief Brand Officer at Rent the Runway, and is now leading marketing for Harry’s new launch, Headquarters. Retention comes up a lot for us, so consider this the official pairing to the workbook.3) Watch this ten minute video of me walking through the workbook.I get it -- I download a lot of things that get stuck in my inbox, too. I put together a quick ten minute video for you to work through anywhere you're getting stuck! Hello! I’m Alexa Cawley, your own personal business cheerleader. I started my career in 2013 working for lululemon, and learned very quickly that the fitness industry is unlike any other. My career took me to some pretty cool places - opening flagship stores for lululemon, overseeing marketing for 26 SoulCycle studios, and opening many boutique fitness studios and health food chains. Currently, I’m the proud CEO of Forever Friday Consulting, a marketing consultancy where I help studio owners and instructors go from underbooked, chaotic, and stressed to automated, waitlisted, and calm. In Jan of 2021, I started The Friday Society Podcast as a resource for every fitpro and health savant to learn, ask questions, and feel part of a larger community. When I’m not working or recording, I’m hanging out with my two guys in Brooklyn - my boyfriend and my pup! I’m a certified yoga instructor, and truly love my peloton more than I should. Can’t wait to connect!1) Keep an eye on your inbox! I'll be popping into your inbox over the next few days with some helpful marketing tips and tricks to grow your business.2) Follow me in Instagram for more marketing tips and tricks! But definitely DON'T follow me if you're not a puppy or peloton fan. The two P's are about 80% of content...3) Subscribe to The Friday Society Podcast. It’s a really fun place to hear from industry leaders and experts, and my DMs are always open for some pre-show questions. See you soon!
• 3.
  Your missing piece is... your acquisition!