Marketing Lessons from the Gym – 5 Rules of Online Engagement

By July 12, 2015 Uncategorized No Comments

Regardless of industry or size, B2B or B2C, all organizations face the very real challenge of building meaningful relationships with their users online. A recent experience with a local gym got me thinking about the parallels in success criteria for offline and online customer engagement.

A few years ago a friend gave me a set of 10 passes to her swanky gym as a Christmas gift. For several weeks, I skipped my regular gym in favor of this one with better amenities. During this period, I received exactly one voice mail from the gym asking how I liked it. I never called back, and they didn’t call me again. At the end of the 10 visits, I went back to my old gym.

Fast forward to this past summer. My husband gave me a three-month membership to the same upscale gym. During this period, they never bothered with a ‘welcome back’, asked how it was going, or prompted me to sign-up for an annual membership.