Actually, it is only more or less difficult to create these mechanisms of diffusion and virality with some product categories compared to others, but in fact this is the subject of contention in recent years of marketing and communication strategies and those that are traditional and others less so. To make the single spokesperson of a product or service become, in the most natural and not self-referential way, it’s necessary to create a condition for the person to want to do it and to be able to do it with a guided path in a careful way.
The possibility to make the hoped for experience coincide with the one actually lived, amplifying it, is instead something of a few sectors and is closely linked to the type of service proposed and to the will to really confront the new expectations of individuals.
How to create engagement through a particular workout
- For the reception and reception staff, called upon to encourage and motivate their users to take up an ambitious challenge such as trying to guide and motivate in turn someone, for a breakthrough or on a given theme
- For trainers, who have to think in terms of simplification, putting their clients in the position to apply what they have learned and share it with others, leveraging on the example of those who have reached an evolution following a path
- For the instructors of the collective courses, called to cede the logic of the stage to the advantage of the logic of sharing and involving the group, with the team teaching not technical but emotional states, taking inspiration from their own users.
The idea under discussion is precisely that which can be read between the lines: to provide within the plan of loyalty and marketing initiatives a period or two, of a maximum duration of a week, promoted in the previous fifteen days, in which users are to support or even replace the technical staff in the presentation of the service. Why think about doing it (as a centre) and why should someone decide to participate (as a user)?
Users instead of staff
The risk: having to invest too much time to motivate, that of always falling on the same members of the initiatives, to include therefore little and exclude for the lack of management of the "competitive" effect among members;
Accountability: Success is commensurate with the participation and emotion, commitment and energy transmitted. The user becomes part of this responsibility and his desire to participate, to make it known and to share will become a driving force along with the normal communication tools of the centre.
A sort of theatrical piece in which the choice of the different protagonists is orchestrated guiding each motivator: we remember the risk of always involving the same people, those of the first rows of courses or of the blatant exercises in front of the mirror, a risk that reduces the impact of communication and the potential targets of friends and other reachable acquaintances.
The role of staff in creating engagement
Organizing a week or moments in the week in which the scene and the guide is taken by the people who live the centre is certainly not easy but, paradoxically, the problem will not be the desire to participate but the overcoming of the initial inhibition. Anyone who manages to become a protagonist for a day of these moments will be totally rewarded with self-esteem, emotion and adrenaline. Those natural enthusiastic activators help and generate not only the testimony of "locker room" (the natural word of mouth) but also the active testimony, the video interview, which will however preserve a character of total spontaneity.
Imagine the difference in impact in hearing how a trainer led an individual to grow to the point where they shared a level they had reached, told them about it, and taught them to others ("I was a trainer for a day"), compared to a review written about staff skills or the beauty of environments. These are two different levels of involvement of members: the second must be induced continuously, the first can’t exist if there is no structured campaign that sees in the Testimonial Week, in the week "for you", something really unique, loyal.
Let's go back to the starting point: it's not so difficult to think that, in the world of wellness services, of customised fitness, the very person who gives us confidence becomes a testimony of trust. In this case it’s really possible to "wear" the service of the centre, in a concrete way: to transmit the emotion that springs from the experience of driving a moment in the life of this centre is an opportunity reserved to the colour that will live there. It is perhaps the strongest unplanned reference collection campaign ever planned: the rule is to try to do it for the first time, and then calendarize during the year the dedicated time, create the expectation and rituality, phenomena that in an ecosystem of people and social can only improve the perceived value.