Here is a case study that has never been discussed, explained, or taught in any business book, business seminar, or MBA program anywhere on Earth. This is a true story. I’m not making it up:
Last week, a person left a voice-mail message at my gym X Fitness. The person complained about our gym and wanted a full refund for her membership. Our manager checked our gym database and discovered she was not a gym member. Our manager called her back and explained that she was not a member at X Fitness. The person said she joined a gym on “West St.” but didn’t know the name of the gym so she Googled “Welland Gyms.” X Fitness was the first hit. Our address is 44 Division St. Regardless, she called us and asked for a refund even though she never set foot in our gym.
Here are the conclusions reached from this case study:
1. We were victims of wrongful accusations.
2. Who knows how much negativity she wrongfully spread about my gym.
3. Our branding failed because this person failed to positively identify our gym – dual meaning.
4. The gym on West St. failed worse than we did.
5. It is impossible to predict with full certainty how your marketing will impact potential customers.
6. Never, ever make presumptions about potential customer’s capacity to understand your marketing message.
7. This is not an isolated incident of irrationality demonstrated by potential customers who confused our gym with other gyms.
8. Beware of business myths that claim to solve your business problems. Sixteen years as an independent gym owner has taught me that you have to innovate and develop business strategies that fit your specific reality. In other words, you have to live it. You have to experience business survival in your unique reality to determine what works out and what doesn’t.
9. My police experience between 1975-1990 taught me that the key to customer recruitment is Positive Identification – dual meaning. Customers have to be able to pick you out of a lineup. And they have to identify you with a number of positive traits that separate you from the rest.
10. Positive Identification is the key to Branding that contributes to our survival during 16 years of a David versus Goliath fight that started in 2001 as an independent startup. Next month, I will explain the key elements of our Branding strategy.
X Fitness is committed to lift in mind, body and soul. Our lifting mission includes sponsoring Blunt Talk Podcast that has reached 77 countries and over 25,000 downloads in just over two years. All Blunt Talk Podcasts are soul-lifting. All 180 episodes are free, permanently archive at: www.ginoarcaro.com
There is no business tougher than the fitness business. Never stop learning. If you would like to be a guest on Blunt Talk Podcast, please contact me at: www.ginoarcaro.com
Blessings and all good things.
Mill Pond Publishing Inc.
30 Mill Pond Drive
Georgetown, ON L7G 4S6