A Case Study Jim's Gyms

Promotional pricing and discounts offer an opportunity to provide increased value to prospective clients as a tool to entice their membership as well as benefits to current clients to retain their membership. Once a client has had the opportunity to be a part of the full Jim’s Gyms’ experience, they may be more apt to continue purchasing the additional services or at the very least, remain a loyal customer. The new client package should consist of a sampling of Jim’s Gyms’ services including initial body composition scan, and a free month of both nutrition and training services. The package could be cyclical, to increase customer interest at low points of the year. However, this tactic could backfire if prospects realize the offer is presented at the same time every year and wait to purchase a membership until that time. …show more content…
Provide superior customer value and excellent service, and you can create an entire group of Jim’s Gyms ambassadors- customers so completely satisfied with their decision to join and maintain membership with Jim’s that they share their happiness with other, prospective clients. The key to building this mutually beneficial relationship is to make Jim’s clients feel valued. When clients feel valued, they are more apt to remain a client. On a daily operating level, staff members must make it a point to greet all clients by name and ask them how they are doing. This indicates two things to clients: that they are important enough to Jim’s to have their names remembered and that their overall well being is of importance to Jim’s and its staff. Building this relationship means continuously engaging clients through extended marketing efforts. This will be done through direct mail marketing, newsletters , annual satisfaction survey, a semi-annual telemarketing effort. This will also be done through a frequency and club-marketing