This Marketing 360® Gym client shows how offering something unique to the community along with word of mouth is an unbeatable one-two punch in marketing.

In marketing, we talk about the unique value proposition (UVP) the way football coaches talk about defense.  UVP’s win championships.

That is, having a crisp, unique value offering is the strongest element of competitive advantage in a given market.   When you offer a service in a way that no competitor can match, you get into a remarkable position.  You make the competition irrelevant.

Marketing 360® has a client that runs a gym.  But it’s also a kid’s fitness program.  And it’s a place to host kid’s birthday parties.  And they offer a summer camp.

Between all these services, they have a niche.  Here’s how they win clients.

Communicating Through Video

This business makes a bold move from the beginning.  Their site is dominated, on the homepage above the fold, by their company video.  They let this content explain their value offering:

They explain it well.  This is a unique program for kids that emphasizes physical and mental health.

There are thousands of gyms in the greater Chicago area.  But this gym beats them by not competing with them.  That’s the power of a developing a unique offer.

Enticing Call to Action Backed By Trust Factors

Even when you have a unique offer, you need a strong call to action to motivate people.  You also need evidence that proves you keep your promises and deliver on your value offer.

This website does both.

They start with a great call to action offer.  Parents can bring their kids in for a free trial class.  This is powerful because it lowers the sense of risk of trying a new service like this.

Second, they back their claims by using trust badges and client reviews.  This shows they’ve been recognized for their service and that they have clients who love their gym.

How do they get so many positive reviews?  They send an email request to clients one month after they join:

This is an effective marketing sequence that builds on their own success.  The final touch is an effective use of Facebook and Instagram, where they post images and videos of activities at the gym.

Their results speak for themselves:

With their UVP, strong brand level awareness and awesome reputation, this gym gets strong ROI from their marketing without an investment in paid search channels.

That’s rare and shows how powerful a truly unique offer is to a marketing campaign.

Value this strong makes spreading the word easy.

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.