October 23, 2015
The differential advantage is the benefits a health club has over its competitors. This may be a health club’s unique selling proposition or some advantage the health club has through its operations, such as a lower-barrier-to-entry, or the service that it provides.
Every health club has its own differential advantage over their competitors. It just takes a little time and research to determine your differential advantage over your competitor and there could be numerous advantages. As a health club marketer, you must know what differential advantage you have over your competitor and capitalize on this advantage.
Almost all health clubs are the same, although they have a little difference, but if you take it down to the bare bones, i.e., fitness centers, gyms, etc., are essentially what we are all selling. But then you bring in the differential advantage or advantages of your health club which catapults you over your competitor, e.g., the workout experience, your swimming pool & Jacuzzi, spa, pro shop, and party rooms.
Marketing a health club is finding out what advantages a member will receive by joining at your health club. Why should they join your health club as opposed to your competitor? What separates you from your competitor, what makes your health club rates a better value than your competitor’s, etc.? Start learning by asking yourself good questions and your brain will give you great answers.
These are the same questions members are asking themselves, “Which is better, health club ABC or health club XYZ?”, “Why should I join ABC health club over XYZ health club?” etc. These questions are going through their minds and you need to come up with those answers. Put those answers out in the forefront and discover your differential advantage. Give the member valid emotional and logical reasons for joining at your health club and you will start to 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.