PFC JUICE BAR PROGRAM

Transcription

1 PFC JUICE BAR PROGRAM In order to be successful, we understand that a juice bar must deliver quality ingredients and then educate their customers why it is necessary that they consume them. Our Protocol is meant to educate. It is a multi-pronged approach and as we implement, we will receive feedback both positive and negative. It is through sharing this feedback in our weekly and monthly meetings that we will grow the business. PROTOCOL To truly measure your growth you need to understand where you started. A PFC rep will call you weekly to obtain the number of shakes poured and the number of people who have actually walked through the doors. From these two numbers, we can see the percentage of people buying shakes. This percentage is referred to as the Penetration Level. The Penetration level should increase weekly regardless of level of club visits. You will measure this activity with our Performance Tracker. Members Club Section Our website is designed to be an instrument that you will consistently use to assist in the marketing of your juice bar. We have archived educational literature and free marketing pieces for your access. Go to Scroll down on the home page until you see Member s Club Click the link where it says Join. (this is a free site for our customers) Fill in the information. Company, name, etc.and create a username & password. You will only need to do this once. After you are a member you will just need to type in your username & password for access. Submit information, within 24hours you will have access to the Member s Club section. This is where you can access nutritional information, marketing, counter cards, shake of the month recipes, nutri-fact pieces, editorials and much, much more. New Employee Information Pack Every person who stands behind your juice bar should read it and recite it from memory. It may be the one tool that will help to simplify and unite a singular message. Sampling Samplings should be structured so that you are talking to as many members as possible within a given time period. Keep it simple. Set up a table by the exit door; on it, set a blender, a bucket of ice and two sets of literature. Each week you will be making two shakes; a fruit and a milk based shake. Your PFC rep will suggest each week which shakes to serve. You will be making them in front of the members and serving in the 2 ounce sample cups provided. Every person who walks by your table, whether they receive a sample or not will be offered literature. The goal is simply to begin the educational process. Each week you will hand out two pieces. We will forward the specific pieces in your monthly packs.

2 Suggestions for first sampling: Berrie A More Have your people recite over and over - Just the goodness of sun ripened antioxidant rich raspberries, strawberries, blueberries and blackberries AND NO added sugar. Ballys has gone completely Natural! Java Jolt While handing this sample, tell folks, We have created the most complete guilt free blend of Ghirardelli defatted Chocolate, Columbia Roasted Coffee, Organic Soy Milk and Natural whey Isolate and guess what. It s lactose Free. If you ve just worked out, it may NOT be enough calories. Recite the buzz words included in the New Employee Information Pack. Marketing Pieces We have developed many marketing pieces that do just one thing - educate. It s hard to know which one is most effective because the demographics differ from place to place. So, use them all. Saturate your club. Ask your GM where in your club you can post our educational pieces. You may want to show them a sample of our Nutri-Facts or Editorials to demonstrate what types of materials will be placed in the Post points which are acrylic wall sign holders. These Nutri-Facts or Editorials can be found in the Nutritional Bible we supplied with your launch. Tri-Folds - of which we have (4) different types; i.e. Our Shakes - describing what s in the shakes you are serving. Anatomy of Recovery - describing why it is essential to drink a high Glycemic drink within 45 minutes of a workout in order to maximize their workout and recovery. Synergistic Nutes - describing all of the ingredients in our Add-Ins and why nutrients do not function singularly in our bodies, they function better when combined with complementary nutrients, and Kid s Shakes - we really need to educate the parents why their kids need nutrition too. Nutri-Facts- This is PFC s trademarked educational piece. We believe in feeding your customers with education constantly; so each month you are supplied with (4) Nutri-facts that covers all aspects of diet and nutrition. I break down topics that folks are interested in into simple reader s Digest versions that people can understand. Also, if you understand marketing, the information must change frequently or people will turn a blind eye the message. So, use the one we send you and print out additional pieces then install them at the juice bar counter, above the men s urinals, in the stalls, just about anywhere that folks take pause for a moment. Editorials We have many of these editorials about exercise and how nutrition plays a roll. These can be used just like the Nutri-Facts; however, you receive only (1) each month. There is a library available on our website s Members Club section! Posters - These are meant to be educational and provocative yet with a touch of class. They are meant to be hung with these really cool tubular frames and magnetic spring clips. Hang them anywhere and change them frequently. They can be reproduced into 8 ½ x 11 counter stands if you like just by going on to the Members Club section of our web site and reprinting.

3 Did You Knows These are colorful and interesting condensed pieces of nutritional information that are usually just a single sentence. Ask The Nute Guru People have the ability to visit our web site and ask questions about nutrition. The Nute Guru will find the answer and reply. These questions and answers are then reproduced for the general public and made available on our Member s Club section of our web site. Shake of the Month - Each month you will receive a new shake idea that usually is in the spirit of the season or holiday. The shakes are handsomely displayed on a marketing piece that should be displayed right at the front counter or even in the same areas that the Nutri-facts are displayed. Again, like the Nutri-Facts, they keep your juice bar interesting and new flavors are always enticing. If you would like to offer a different shake of the month more often, we have many to choose from on our Member s Club section. Print them off as often as you like. PA Announcements - We supply you with enough brief statements about nutrition to educate all your members every 15 minutes. Rarely does a member stay in the club for more than 2 hours and we supply at least brief paragraphs about nutrition that your members will find educational. When using, first say, Members, here is your Nutritional Tip of the hour. We want to bring you Total Fitness... or, We want you to achieve your performance goals. Spanish Marketing Pieces We now have marketing translated into Spanish. If your club has a need for these, please let us know. INITIAL LAUNCH The day you launch, you need to do the following things: Hang your Acrylic Wall mounts everywhere possible; i.e. above urinals and in the stalls of your locker rooms and place in them all of the colored educational pieces mentioned above. Print off two copies of educational literature and place by your register to be given to anyone who enters you juice bar. Conduct a sampling by the exit door, following the procedures I mentioned above. Get your staff excited to be finally offering the missing ingredient to your member s success Whole-Food Nutrition. Make sure your staff has read the New Employee Information Packet, and become very comfortable reciting over and over the buzz words in it. Place all of the posters, banners and Nutrition Zone out in full view. These are meant to be moved often. Do not let them get stale by never moving them. Successful marketing must be new and fresh. Once things are running smoothly, begin utilizing the Programs offered by PFC.

4 PROGRAMS Group Fitness Instructor Here is a great opportunity to reach out to many of your members all at once, simply by reaching out to your Group Fitness Instructors. I would love to get their addresses and send them the materials that they can use to help their members. If this is not possible, we can simply have the JBM keep track of the classes and print off my Editorials and then give to the Group Fitness Instructor. Make an announcement, The first one to the Juice Bar get s a shake for half off or FREE! New Member s First Shake Free Total Fitness Booklet - This 10 page booklet covers every aspect of nutrition that relates to someone s performance goals. It s meant to be given to new members when they join and then once read, redeem a coupon for (1) free shake. If this is not possible then your Group Fitness as well as Personal Trainers can benefit from this booklet. E Mail Blasts & Member s Club Set up as many Personal Trainers and Group Fitness personnel on our Member s Club section and for Blasts. This will give them the opportunity to access educational materials that will benefit them and get them pushing the juice bar. Ring the Bell We love this. It attracts attention. Keep a hand bell or cow bell right next to your blender. Each time someone orders The Ultimate Recovery, ring the bell. Your members may begin yelling back in unison. It may be corny, but it forces introverted sales staff to come out of their shell while providing excitement. No Wait Shake This is a marketing piece that allows folks to order their shakes when they are coming in the club. Most people know precisely when they are leaving the gym. If their shake is ready to go as they are walking out the door, they are more apt to order a shake. 12 Shakes of Christmas Here s a new idea. Sell gift cards as Christmas gifts good for one shake a month for the whole year. Lean Body Challenge We have created a complete program, including marketing, so that you can conduct a contest in your gym for folks who want to change their bodies in 10 weeks. The best part is, when they follow our protocol people lose weight and the rest of the club sees the results. They then understand how essential drinking a recovery shake is to losing weight. It works and it s fun.

5 Breakfast Club Get your members off on the right step each and every day. We ve developed shakes, steaming oatmeal, muffins and coffee marketing and recipes to help give members healthy alternatives in the morning. After all, breakfast is the second most important meal of the day. Don t let them skip out without feeding them first. Kid s Club We have developed a program for you to sample to kids with the parents permission each day. Once kids try the shakes, they love them and drag their parents to the Juice Bar. In the Kid s Club, a poster as well as educational material describing the shakes are posted. Banners Awareness throughout your club that you are serious about nutrition is important. Hanging banners and floor banners are a great way to send the message. PFC has created a very attractive line of banners to suit any need, or we will customize to fit your motif at a fraction of what commercial design artists charge. Competition Marketing Let us know who your competition is and we will develop marketing to sell against them. For instance, Starbucks and Dunkin Donuts both have major visibility but their ingredients and Nutes are ridiculous. You can easily sell against them. Just look on the faces of your staff when they try our Java Jolt or Banana Nut Blast. Club Com PFC has created nutritional tips and reminder messages that your juice bar is integral to their success. Our marketing department will work along with your host to make sure all software is compatible. DVD Nutritional Tip Program PFC has developed a DVD program that will contain hundreds of nutritional tips that dovetail with amazing graphics to help make this complex message simple and fun to watch. Your members will not want to leave your juice bar. The longer they hang out, the more they learn, the more they ll spend. It s a win. Healthy Happy Hour Creating a bar atmosphere is not necessarily a bad thing. Who doesn t have fun hanging out at a bar? Choose one day a week to have a Happy Hour where you can spin a wheel to choose if shakes are discounted or add-ins are free, etc. The only difference is, there is no alcohol, unless you are Wilmington Athletic Club that is. Members Blast If you have the ability to your members than just take our bi-weekly blast and forward to your members. You can do it bi-weekly or once a month. Your members will appreciate the nutritional tips and may help them get on track accomplishing their goals.

6 Cross Promote with PT s One idea is to allow your Personal Trainers to develop their own recipes based on what they each believe to be the most beneficial. The recipe is then given a name and the author is duly noted. Once all shakes have been created, they are printed on a menu board and placed on an easel for one month. The most shakes sold of a particular author will win a grand prize of $100. This will involve your PT s and even help to create a little more variety. Once your PT s learn how nutrient dense and natural the products are at the juice bar, they will echo the message throughout the club. Group Fitness Program Your juice bar is most successful when every body is involved. Your members listen to your staff, especially the personal trainers and group fitness people, so involve them. Directly following a class, the instructor will hand out one of PFC s nutritional tips either related or not to that particular class. Any shakes sold within a 30 minute window of their class benefits the group fitness person. Just add up the shakes using your blender counter or POS system and give back to the instructor.25 per shake. They will love you help promote nutrition more, and your members will get the info that they may be missing. 2 For Tuesdays This is a program that one of our clubs created and it has become very successful. Each and every Tuesday, if a member brings a friend to the juice bar and orders two shakes, the second one is free. This program not only promotes the juice bar but bringing a friend to the health club. Try it, what do you have to loose? Directional Signage Window clings, outside marketing and vertical banners when properly placed can announce to any passer-by that you may have something at the juice bar that they need. Many times, folks who may not even be members would never think about entering your club unless they knew your juice bar was open to the public. Some clubs have augmented their sales dramatically by notifying the public or just simply reminding members when they are leaving the locker rooms heading out the door that recovery is just as important as their workout don t miss an opportunity to maximize your workout. To Conclude. We are always looking for new ideas; please share. Another club s success may benefit you some day. All of these ideas work and act like our Synergistic Nutes - they work better when combined with all the others. So let s establish a time line and what tools you will need and start selling more shakes than anyone thought possible! I know that there is a lot of info here, but imagine if it was all being implemented. So read, digest and let s talk about the possibilities. Communication is key. Thanks again for choosing PFC. Let s get everybody drinking your shakes and make the world a healthier better looking place.