Never Panic: Sales and Marketing Math in the COVID Crisis

Mateo Lopez-BLOG
 

Mike (00:02):

We’re deep in the COVID-19 crisis and gyms are slowly figuring out how to rebound after forced closures. A few episodes back, marketing expert Mateo Lopez offered early insight into Facebook ads during the pandemic and in this episode he’s back with recommendations based on his testing and data. If you’re running ads or launching a new program, you need to hear what he has to say. We’re back right after this. The coronavirus crisis is creating chaos and it’s hard to know what to do. To help, Two-Brain Business has put together a page of essential resources for gyms. We’ve got articles and podcasts just like this one as well as info on loans and government aid. You’ll also find the free guide, “How to Add Online Training in 24 Hours.” Head to twobrainbusiness.com and click the COVID-19 in the top menu. The page is updated regularly, so bookmark it and check back often.

Mike (00:47):

OK, this is Two-Brain Radio. I’m Mike Warkentin. I’m here with marketing expert Mateo Lopez. A few weeks back, Mateo and I talked about how gym owners sell their way out of this crisis. Mateo promised to report back after he tested some new ads. Now he’s got some data and answers. First of all, Mateo, I know you’re in New York. How are you doing out there?

Mateo (01:04):

I’m doing just fine. I have escaped the city. I am now in Long Island as they say. And yeah, just hanging out in a house for a change instead of an apartment, which is kind of cool and I wish it was a little sunnier. It’s kind of raining right now, so we can’t even go outside. There you go.

Mike (01:32):

We just got a foot of snow.

Mateo (01:32):

Can’t even go outside. So that’s kind of a bummer. But other than that, things are OK. Things are good.

Mike (01:43):

That’s good. I’ll tell you blizzards are actually really great for social distancing. There’s not a whole lot of people doing anything right now. Well, let’s get right into it. I know people are short on time and they are crushing work right now to try and get businesses spun back up after being shut down in physical locations. So big question, what have you learned in the last weeks? What have you seen? What do you want to talk about? What do you want to tell gym owners?

Mateo (02:06):

I’ve got some ads running and you know, I can only really speak for myself in this moment. But yeah, it seems that I’m getting a lot of clicks. My conversion rates are a little bit lower than they normally are, but nothing outside, you know, the range where it would be, you know, bad or devastating. You know, I’m getting one of my locations, I usually get $9 leads. Right now I’m getting $14 leads, which I will take all day. You know, anywhere between 11 and 14 I’m super happy with that. And my other gym cost is pretty much the same since I’ve switched the copy to online training and online challenge than you know, the in-person one.

Mike (02:57):

So opt-ins are down, but a little bit? Do you know how much?

Mateo (03:01):

Yeah. Like I said, I normally get $9 leads. Right now I’m getting $13 leads. So that’s the difference there. If I want to spend a little bit more, I could probably get some more leads and that’s about it. At my other location it’s about the same as it was before all this, which is great. And that’s where I’m at. I know I’ve talked to some gym owners in the Two-Brain group. You know, I think it’s kind of kind of like it was before all this happened. Some people have really cheap leads right now. Some people are getting, you know, insane opt-ins and some people are getting a lot of clicks but are struggling to convert. And so I think you just have to find the right kind of offer that’s gonna resonate to wherever you’re at right now.

Mike (03:49):

Are you guys selling stuff? Are you converting on your leads?

Mateo (03:52):

Yeah. We’ve got some people buying the online program, which is a huge win. Huge plus.

Mike (03:59):

Is this online personal training?

Mateo (04:01):

Yeah, we’re doing like a six week or a 21-day thing and we’re just switching it to, we’ve got nutrition accountability and coaching and more hands-on texting, accountability and things like that. So it’s pretty exciting to see that.

Mike (04:17):

So you’re actually making some sales here in the new situation.

Mateo (04:21):

Yeah, definitely starting to see some sales trickle in. It’s not like you know, it’s not like it was before, but even one sale I’ll take as a huge win in the right direction.

Mike (04:32):

Any revenue, I mean, Chris Cooper has written about this on the Two-Brain blog a whole bunch. Pretty much every gym owner just had his or her business completely shut down. And you’re starting again almost from scratch, where very few of us had some online stuff going on, like maybe online nutrition or some people had online coaching going on, but not a ton in like the affiliate community and functional fitness community. And then some gyms, like the globo gyms had nothing. So essentially we all got shut down and we’re starting from zero. So the first sale is like the first time you, you know, you put up your CrossFit shingle and sold an, you know, an OnRamp or even just a class at that point, whatever you sold.

Mateo (05:06):

That’s exactly right. It’s cool to see when you experiment it work. So I think that’s kind of the feeling that some of us are hopefully starting to have. But yeah, we’re leaning into the Two-Brain principles and just trying to retain, I think that’s kind of where a lot of the focus is as well. Trying to retain your current member base is going to be huge. Especially if you’re just starting to experiment on the best way to acquire new clients in this kind of environment, retention is going to be super critical and give you that base to kind leap from.

Mike (05:43):

Yeah. And we’ve kind of been in that boat over at my gym. We’re focusing all efforts on keeping current clients and giving them the best service we possibly can. And that’s actually slowed down our plan to advertise. I threw one up, I told you in the last show, I threw up a fairly poor ad at the beginning just to try it and see what happened. And I got lots of clicks to it, but almost no opt-ins, leads were, you know, five or six times more expensive than they were in the past. And no one was converting. Again, there were some issues there with my landing page and probably the sales funnel and so forth. But the reality was I threw it out really, really fast and then we decided to pivot everything into retention. And then now we’re kind of slowly coming up to speed where we’re getting ready to launch something new, like a 21-day challenge or something like that, but that’s exactly right. That’s the Two-Brain principle is like you want to hold onto your current clients first because it’s way easier to do that than it is to acquire new ones. And then after that you’re going to want to market but with some caution and then evaluate your data as you go forward. So that’s what I want to look more at. We’re going to talk more about how we can do that, what people should be looking at. So we’ve seen some pretty cool success in the group. We’ve got private Facebook groups where owners are talking about their results. We’ve had some people say they’ve sold quite a bit of stuff. Am I right?

Mateo (06:54):

Yeah, I’ve seen some people, you know, they’re getting really cheap leads. I know some people are starting to convert on some interesting kind of other programs. There’s some chatter about your kids program, like a PE class, which I think is kind of interesting. And then you’ll see people who’ve kind of already pre-corona, like you said, were used to selling some online training. They’re really starting to lean into that and gain some momentum there. And it’s cool. It’s cool to see the innovation that’s happening in the groups.

Mike (07:30):

Do you think right now it’s a really chaotic period out there where people are just afraid to spend money or do anything? Or what’s your perception of what the market is thinking right now? The average person who’s buckled down in this crisis?

Mateo (07:44):

Well, that is tough to say.

Mike (07:46):

Million dollar question.

Mateo (07:48):

Yeah. I mean, you’ll see some people depending on where you’re at in life, you know, they’re doing a lot of shopping online. They’re doing a lot of purchasing and so, you know, I think in some cases you’re seeing, you know, people yeah, shopping online, buying stuff, buying groceries, Instacart, all that sorts of thing. But yeah, on the other hand, starting to see some of the unemployment numbers come in. That number I think is probably gonna continue to grow at least for a little while longer. And I think the key in terms of your advertising, if you’re a gym owner, you really need to start to think about—you can’t focus on the programming. You can’t focus on the workouts. You need to focus on the part that’s really valuable, which is that accountability piece.

Mateo (08:41):

The nutrition piece I think is going to be key in this period. If you can highlight that and say, Hey, you know, I know you want to do all the wind down with wine Zoom sessions with your friends and all good stuff. I think that’s important. But, you know, highlight the, Hey, you don’t want to be sitting at home eating junk food while you’re locked up in your house or your apartment. Ao why don’t you check out this program. We can help you stay on track. You know, you can even talk about, you know, how to go and shop, you know, how to navigate the grocery store in this time. So yeah, I think the emphasis really needs to be on that aspect, the accountability aspect because you know, programming is super cheap right now.

Mateo (09:34):

It’s basically free. You know, we talked about this last time, Beachbody, the P90Xs of the world, the Insanities of the world, they’re all giving stuff away for free, two weeks free. All that programming people can just find anywhere. Most gyms I know are posting their workouts for free on their Instagram anyway. So the workouts is not going to be where you make your case. You’ve gotta reframe your offer to really highlight the one-on-one accountability piece, the mindset piece, the nutrition element as well.

Mike (10:14):

So, is there anything new that you’re seeing in terms of pain points when people are coming through and you actually get a chance to sell or you sell something, what are new pain points that are showing up as a result of the coronavirus shutdown?

Mateo (10:27):

I don’t know if I’ve seen necessarily new pain points. I know a couple of the people we’ve sold, they’ve said, you know, Hey, actually I’ve been seeing your ads for a while and I decided to just like do something now cause I’ve got nothing better to do. So, you know, we’re kind of leaning on kind of the reps we’ve put in previously before this, you know what I mean? The advertising reps we’ve put in before this.

Mike (10:55):

So these guys are warmed up to a point now where they’re more motivated to buy it cause they have nothing else to do. They have been seeing your stuff.

Mateo (11:02):

They’ve been seeing my stuff and they figured, well why not now, I got nothing else going on, so might as well give this a shot. And that’s actually, I saw a friend of mine posted on their Instagram, he’s a gym owner and said like, you know how last week you said you were too busy to start a new fitness program, well, that is completely false now. You are definitely not too busy now.

Mike (11:25):

So we’ve actually removed one of the most common problems. Like if you survey any gym’s members around the world, and you probably asked them like, what keeps you from getting to the gym? I’m going to guess a ton of them would say time or if you ask people who don’t go to the gym, why don’t you go to the gym? It’s time, right? So if you think about it like this, and again, I know gyms have a certain radius around them where people come from, but in general, you know, wherever you’re at you can save now 30 minutes in travel time just by going to your basement and doing an online program. Right? So we actually have a couple of things that we’ve solved. We’ve solved that time travel, crappy weather, you know, it’s snowing outside and I don’t want to go outside thing where you’re now kind of locked in your house anyways. We’ve eliminated two big excuses.

Mateo (12:12):

100%. Yeah. Well I got to drop my kids off. I mean, no, they’re home already and so are you. So some of those, like we kinda hinted at in the last episode, you know, in some ways you can kind of leverage the lockdown to your advantage when you’re trying to pitch this program.

Mike (12:38):

We found that, up here, schools just got canceled pretty much indefinitely. I think they’re done for the year. Parents are now, and you know, daycares I think are some are hobbling along, but people are scared to put their kids there and so forth there. Anyways, you’ve got this large number of kids that are now, they’re going to be home for three months when they would generally be at school. You’ve got parents that are likely working from home trying to manage childcare and maybe that work-from-home lifestyle. We’re seeing some of our current CrossFit clients need something to do with the kids and even if it’s like 30 minutes of burning off energy, that is something that, like I’ve said to you before the show, that’s the first sales we’ve made were actually kids classes. We’re calling them kids PE classes to, you know, sons and daughters of our current members just to burn off steam and get these kids doing something because they’re kind of just sitting around all the time and like playgrounds are all shut down. They can’t do anything.

Mateo (13:28):

Yeah, no, we’re seeing that in the Two-Brain group for sure, which I think is great. Yeah. I think some of these programs are, yeah, exactly what you said. The kids needs to run around and do some kind of fitness and give the parents a break for a second while they do what they gotta do. So yeah, you can definitely position yourself to be that outlet, to be that source of that diversion, that fun activity, keep your kids healthy and distracted while you can do the grown-up things you gotta do.

Mike (14:03):

And as I understand it, it’s still early enough that we haven’t figured out what exactly the market is going to do with the kids’ PE program. Right. Like we’ve talked about in the groups, private Facebook groups, people are selling or trying to sell kids PE programs or at home fitness and so forth. We haven’t seen any conclusive results yet. Am I right?

Mateo (14:22):

Yeah. For sure. You know, some people are, we’re experimenting. You know, we’re seeing what works where and trying to sort this all out. You know, we’ve got people who are getting clicks for, you know, nickels, you know, not even, not even, like less than 50 cents. But you know, I think we’re still, you gotta let some of these ads run to see, you know, if it’s converting or not and you’ve got to give it time, you got to give it some money. You gotta put some money behind it to really see. I know if people are struggling with opt-ins something I’m seeing, and we talked about this before, it was like, you know, obviously some kind of free program or some kind of free challenge or some kind of free offer, that can definitely help increase opt-ins. But you know, turning that into real dollars is going to be the trick there. And there are, we talked about some of the ways you could do that, but I would still, you know, try what you know works and what is authentic to you before you kind of try and do some other kinds of selling.

Mike (15:39):

Yeah, I’ve got on my desktop, I’ve got like a free guide to working out. And it’s some of the stuff that we talked about. It’s, you know, lunges on the couch and things like that. And then the other option of course is sort of using that as like a lead magnet and acquiring some email addresses and then marketing to those people on a mailing list and so forth. The other option is the one where you’re just trying to straight up sell a program where you’re saying, I’ve got a 21-day challenge, sign up for X dollars and away you go, which one would you lean toward right now? What do you think is a better play?

Mateo (16:13):

Can you repeat that one more time?

Mike (16:14):

Yeah. Like if I’ve got a lead magnet thing where I’m giving something away for free and I just want the email address versus I’m trying to sell someone right now on a 21-day challenge or something where it’s something I’m going to sell them and they’re going to buy it. Which one do you think would be a stronger play right now? And I guess the real question is are there short term and longterm, does your answer change based on short-term and long-term considerations as in like if a gym is like desperate right now, you probably don’t have the time to, you know, work a lead magnet, I’m guessing, or maybe I’m wrong.

Mateo (16:44):

Yeah, no. You’re 100% right. You need phone numbers, right? If you want to call people and book appointments, right? Or book sales calls. So typically when I run lead magnet ads, you know, I’m not collecting phone numbers, but it could be something where, yeah, you leverage a free PDF or nutrition guide and you instead of just asking for the email, you ask for phone number too, you could, you could say, Hey, we’ll text it to your phone. That gives you the excuse, that justification for grabbing the phone number. And then from there you can follow up with them and say, Hey, like, you know, I saw you downloaded the at home workouts. Like, are you in lockdown? Like, do you need some help with that? Do you want to learn more about our one-on-one program? I think that would be a great play.

Mike (17:31):

But that one’s probably not going to help you with rent like next month necessarily, unless you can warm those leads up.

Mateo (17:36):

Yeah. It depends on how aggressive you are with the follow-up.

Mike (17:40):

That’s what you’re talking about where you can get, there are some lines that can be drawn about how aggressive you want to be.

Mateo (17:46):

Yeah. You know, we talked about it last time, but I’m seeing right now, I had a video on this, about this in the new course we just put out, but we’re seeing a free 21 day challenge and then, you know, someone opts in for it and then they talk about the goals and then, you know, the coach says, Hey, you know, it sounds like you want to lose 20 pounds, but you’re locked up in your house. I think we can both agree 21 days is just too short. Right? It’s not going to work to reach those goals. Right? Yeah, that’s true. Okay, well here’s what you should do. Here’s what I got for you, I’m going to solve your problems. It’ll probably take you eight weeks to lose the weight. I dunno, it will be at least six, six to eight weeks to lose the first 20, another four to lose the last five, and then another three to maintain.

Mateo (18:34):

So, you know, you’re looking at however many weeks that is, a 18 week challenge or something like that. And you said your number one issue is accountability. So we’re going to make sure you stay accountable by texting you all the time and it’s gonna be $3,000. You in? Oh, what? No, that’s a lot of money. Okay. We’ll just cut it in half. How about, you know, 1500. We’ll just do it for six weeks. Let me get you some results first. Oh, I don’t know about that. Okay. Well, here’s the thing. I can put you in the free 21-day thing, but you know, in order to keep you accountable, we’ll wanna make sure you show up to all the classes. So we’ll charge you 20 bucks if you don’t make it, call it a fat tax. And I’m like, okay, that sounds good. So these are the ways you could do it. That’s what I’m seeing right now. And I’m seeing some of these other ads that seem like they’re getting opt-ins, but you know, that’s because of the free stuff that we’re talking about. So I wouldn’t advocate, that’s not my style, but that is definitely a style.

Mike (19:32):

I can see how it would make some sales, but I can also see how it might end up backfiring on the end. It definitely gives you a different feeling than the help first approach.

Mateo (19:43):

Right? Yeah. So for people who are saying my landing page won’t convert, that would help you convert if you just said the whole thing was free. But however, I wouldn’t advise that but that is a thing I am seeing right now a lot of places.

Mike (20:01):

Do you think, I’m going to put you on the spot here and just, you know, crystal ball time here. I know you hate it when I do this, but I’ll do it anyway. What do you think is going to happen in the next two weeks as people start to realize that this closure, like it’s not a two-week thing. This is probably going to be months. Like do you think that people are going to start maybe considering fitness programs and some of these ads that are running, they see three or four times maybe they’re going to start, you’re going to see these rates increase for our ads just because people are realizing that like, Hey, the gym’s not coming back. I’m getting zero exercise, my step counter is at four and I’m kind of screwed here. Do you think that’s going to change at all coming up as this gets longer?

Mateo (20:41):

Yeah. I mean there’s only so many a burpee and sit-up workouts and mountain climbers that you can do before you start losing your mind. I’m already starting to lose my mind. I would love for someone to offer me a program where it’s like, Hey, let me look at all the things you have in your house and I will design a program around that and you won’t go crazy and you won’t get bored and you’ll like maintain a little bit of the muscle that you spent the last, you know, however many years of your life trying to build. If I saw that ad, I would click on that for sure. And so, I dunno, I may be unique in that situation, but I imagine a lot of people will start to get bored of some of these like free body weight things and will start to look for other options.

Mike (21:29):

Would you try and sell a Zoom class right now?

Mateo (21:33):

Well I know Chris has been advocating not to lean on those too heavily, at least from the emails I’ve seen.

Mike (21:44):

And the reason for that I’ll just jump in is that we’re seeing that the novelty factor wears off fast. Chris has said, he said in a recent email that some things like body weight, high-intensity kind of stuff and kids classes might be better in terms of Zoom, but he’s seen in gyms that are trying to retain members with Zoom that the retention rates are not super great so far. And that’s why he’s kind of talking about that. What do you think?

Mateo (22:05):

I just can’t imagine, at least I’ll just speak for myself. I know my gyms could not put out or produce a video or Zoom class that would be able to compete in terms of quality and consistency as something like a Peloton. So, you know, because of that, I’m not even gonna try, I’d rather just try and do something that Peloton is not offering, which is, you know, one-on-one accountability and a more personalized approach to coaching.

Mike (22:38):

And you, cause you can sell that, that’s essentially what your coaches were providing in person before. And now you’re just changing the medium a little bit where they’re not speaking in the room, they’re texting and communicating and so forth. And you could have Zoom check-ins, right? With your athlete once a day where it’s like, Hey, I’m popping in. Here is your programming. I know that you only have a 30 pound dumbbell, so we’re going to squat super slow at a tempo to try and build a little bit of strength because I know you’re really worried about, you know, your deadlift and your squat going down, but if we try with this 30-pound dumbbell, go really slow. It’s not the best thing in the world, but at least we’re going to try and do that. I want you to text me right after the workout, tell me how it went and tell me if your legs are shaking.

Mike (23:12):

Okay, so you’ve got 45 minutes. You’ve got your warm up, blah, blah, blah. That’s the kind of approach that I think is going to be a little bit easier for our coaches to sell because like you said, I can’t compete. I certainly can’t compete with Peloton and there are so many, I’m looking around, there’s just so many HIIT classes right now. There’s so many free things, every studio and chain gym, globo gym, seems to be putting out some sort of click here and watch, you know, the guy with the headset going through the crunches and so forth. Right.

Mateo (23:38):

Yeah. I mean some of these bigger chains, you know, there’ll be able to recruit some more, well-known fitness people or celebrities to do some of these. Exactly. So, you know, yeah, I can’t compete against that, so I’m not going to try and I don’t advise that you try either.

Mike (23:55):

So let’s give people toward the end of the show here, let’s tell some people again, what if they just started thinking about advertising and programs and so forth, let’s give them some ideas of what they can do if they’re just, if they’re either thinking about adjusting a campaign or starting a campaign. What I’m hearing you say in terms of recommendations is don’t try to compete with the big kids on programming and you know, online workouts, whether it’s like click this video and you know, be led through this course at your own thing. We’ve heard from Chris that Zoom group classes done live are likely going to be a novelty item. So what should people be thinking about if they’re going to try and sell something right now? Again, hot seat for Mateo, what’s the thing that you’re going to sell?

Mateo (24:41):

I’m going to sell a 21 day or six week or some kind of program that I normally sell. The pricing and the tiering is going to be different.

Mike (24:48):

More expensive or less?

Mateo (24:48):

Some will be more, some will be less. And I’m going to frame it as a solution to your lockdown, no workout problem.

Mike (25:08):

So you’re hitting the boredom angle and kind of the sloth and I’m stuck here and I have nothing to do. And no friends, no social time.

Mateo (25:15):

You got no friends, you’ve got nothing going on and you’re probably not getting any fitter while you’re just sitting there at home. So let me help you do that. Click here, learn more.

Mike (25:27):

Okay. If you were going to put that up, let’s just call that your ad copy. What kind of an image would you, or video, like, what would you put on there for people to see?

Mateo (25:38):

Right now I’ve got little, like 10-second videos of people doing movements, you know, in their apartment, in their house. I got like some lunges off the couch. I’ve got a video right now, someone doing a kettlebell swing with a box of kitty litter, like a jug of kitty litter. You know, so stuff like that I’m trying out. You sent over some images.

Mike (26:07):

I heard a rumor that there you’re testing one with a guy doing a bent-over row with a bottle of liquor.

Mateo (26:12):

I am. The guys made me.

Mike (26:12):

Is the bottle empty or full right now?

Mateo (26:17):

Right now it’s still full cause I need some weight, I need some weight to move so we gotta keep it full. I bought an Arrowhead, you know, the 40-pound jug, you know, the big one. I’ve been using that in the back yard. I might do a video ad with that. Cause I was actually really sore when I did some RDLs with that thing. So, we’re using that kind of stuff right now. You sent over some images. I’m gonna test those next week. And yeah, if I were going to do something else, an idea I had kind of while we were sitting here talking as I’d maybe want to get a testimonial of one of my clients talking about, Hey look, I’m locked up in my house, but I signed up for this program and it’s been great because I can do it indoors and they customize it to me. And I may actually do that after we hang up off this call because you can even do that as just written copy. Just get a testimonial of someone and write it out. Put it in quotes. I used to do that. I used to use testimonials as ad copy. I think now would be an even better time to do that because you can actually, you know, cause you’re right, you need to explain the value of this and it may take a little bit of a longer explanation or a different approach than how you normally would. So getting a testimonial of someone who’s doing your online program would be huge. I think.

Mike (27:52):

That social proof is still a thing. Just like it was before the pandemic. I’ll ask you this, I was talking to Jeff Burlingame, our sales expert, in the last show. And he suggested that anything that you put up, any image or video that you put up with equipment is likely not what you want to do right now. Do you agree with that?

Mateo (28:12):

Yeah, probably. I mean the dumbbells, if you have them at home, some people will have a dumbbell at home. So I don’t think that’s too crazy. But if you’ve got like a garage with like a rack and a full barbell set, don’t take a picture of that. Cause most people don’t have that.

Mike (28:29):

Cause that’s probably going to limit your audience. Like people are gonna look at that and say, I need that to do this.

Mateo (28:33):

I need that to do the program and I don’t have it. So I would stick to stick to stuff that people will probably have.

Mike (28:41):

What, and I’ll ask you this, this is really sort of back to the content and then ad creative we’ve talked about before, who needs to be in these pictures? So let’s say we’re going to put up a picture of a person doing a workout of whatever sort, body weight or light implement in their living room, what should this person look like? And again, we have limited options in some cases, but what’s your ideal person? Is it the same as before or who are you going to put up? Is it like super stud? Is he ripped? Is he shredded? He’s got tattoos, he’s sweating. What do you think?

Mateo (29:10):

Probably not. You’d probably want to go with someone who is locked up at home and hasn’t been in the gym for a while. I think you’d probably want that person, you know, typical person, a typical human. I think.

Mike (29:29):

And is that slightly different? Because in the past, sometimes we’ve talked about how there are, I mean we all know that there are supermodels for a reason. And so forth. Is that a little bit different right now where we’re trying to advertise a more common image to the people?

Mateo (29:47):

Yeah. I mean, I’d have to test it. You’re right. Cause I haven’t put any stock images up right now, like shredded people, which I usually do. I usually do do that and I haven’t put any up now, so I would be curious to see how it converts. But I would, if I were to guess, I would say probably not, probably won’t do you a whole lot of favors.

Mateo (30:09):

But I could be wrong. I’d have to test it.

Mike (30:11):

So we’ll see what the results are on this, but I guess the idea now is if you are not SOL, if you’re stuck at home with a person who may not be super fit and you want to use that person in an ad that could, that might roll.

Mateo (30:27):

Yeah. I mean, I would film yourself, you know, film yourself on your phone.

Mike (30:31):

What are you saying, Mateo? You saying I’m not fit here?

Mateo (30:34):

No, no, no, no. I’m saying the general you, film yourself or a spouse or someone, a neighbor, not a neighbor, I guess, but someone in your house or your apartment and use that as some copy. I think that would be the first step.

Mike (30:53):

Last thing I’ll ask you is this, should gym owners be, you know, nervous about seeing different numbers right now and if so, or how long before they should actually start to be nervous? So you know, we’ve got ads up. This pandemic started, you’ve got ad numbers that are, like you’re saying, yours are changing a little bit. One gym isn’t, one is. If gyms are seeing numbers that are quite different from what they’re normally seeing, is it time to panic and change the course? Or what’s your plan there?

Mateo (31:22):

No, never panic. Never panic is the first answer. But yeah, you just have to look at your numbers. If you’re converting, if you’re making sales, you know, you keep running those ads forever. If you’re not making sales, figure out if it’s because you’re doing a bad job on the phone or is it your page is not getting you enough opt-ins or you know, figure out where the hole is in the funnel and fix that and then keep going.

Mike (31:54):

So the reality is let’s say you get a lead and it’s $45, whereas your normal lead is 10. That’s not a huge deal if you’re still making sales and can go back and track and say that, yes, I’m still making money.

Mateo (32:09):

100% always. That rule is constant.

Mike (32:12):

So the upshot here is no matter what, right now, even if things are weird, track your data and even if your costs are different, you still might be making money, which is a good thing. And you might be retaining that client for a long time. So the idea is again, nothing changes in the data, track, revise and adjust plan. Nothing changes now in the pandemic.

Mateo (32:34):

Yeah, 100% I mean, yeah, exactly.

Mike (32:40):

All right guys. We are going to circle back next time with Mateo Lopez after we get more data, but right now, track your numbers, track your data, don’t panic, don’t be weird. And stay safe. Thanks for listening. I’m Mike Warkentin with Mateo Lopez. This is Two-Brain Radio. Please visit twobrainbusiness.com and click COVID 19 in the top menu. That will take you to a constantly updated page of essential resources for gym owners. We want to help you with this crisis and that page needs to be bookmarked. Check it regularly for tactics, tips, and updates from around the world. You can get through this. Thanks for tuning in to Two-Brain Radio.

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On Monday, Two-Brain Radio presents marketing tips and success stories. Chris Cooper delivers the best of the business world on Two-Brain Radio every Thursday. 

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