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COST PER MILE HEALTH CLUB MARKETING

Cost per mile as defined by marketingpower.com is a commonly used measurement in advertising. Radio, television, newspaper, magazine, out-of-home advertising and online advertising can be purchased on the basis of showing the ad to one thousand viewers. It is used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. The “cost per thousand advertising impressions” metric (CPM) is calculated by dividing the cost of an advertising placement by the number of impressions (expressed in thousands) that it generates. CPM is useful in comparing the relative efficiency of different advertising opportunities or media and in evaluating the costs of overall campaigns.

For media without countable views, CPM reflects the cost per 1,000 estimated views of the ad. This traditional form of measuring advertising cost can also be used in tandem with performance based models such as percentage of sale or cost per acquisition (CPA).”

Cost per mile (CPM) is a term you are probably never going to hear or use in your marketing career, especially if you are staying within the health club industry.

But this term, is known in the marketing industry so I thought I would share it with you. When working with direct mail companies and printing companies, they always quote cost per thousand (CPM).This is a term that you need to be familiar with because most printing companies base everything on a per thousand scale. When you are dealing with direct mail companies (and you should be dealing with direct mail companies because it’s the lifeline to your business), it helps if you are familiar with this term.

So basically, this is basic math, if you want to mail 10,000 pieces out for your health club and the cost is $65 per thousand your bill will be $650. Learn all of the ins and outs of direct mail as well as the jargon like “CPM” and you will grow your health club and your health and fitness career.

For more free tips on increasing your health club membership base through health club marketing, health club campaigns, professional health club membership sales and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-217-3762.

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