Wear-out is the point of a health club marketing campaign when it has reached its effectiveness and no longer pulls due to repeated overplay of its ads.
This is exactly what happens when health clubs continue to blast the same old ads to the same (over-targeted) prospective members. For example, over the years I have seen numerous health clubs blast their e-mail list with the same old offerings to try to get prospective members in the health club on the slow days and during slow times. They do this so much; the prospective members are oblivious to the offer and simply delete the message as soon as they see it.
Health club marketing campaigns should always be manipulated in a way the prospective member does not get tired of similar ads and/or offers. I have seen health clubs run the same newspaper ad and print ads as well. This unwanted repetition will make the prospective member look elsewhere when it comes to searching for a health club to join if they see the same old offerings week after week and month after month. If your goal is to get prospective member to pass over your advertisements, wearing them out will do the trick.
With just a little bit of thought, it is easy to take the same old health club products and/or health club services and spin them in a different light. As a health club marketer, you should be able to come up with a dozen different ways to present the same health club product and/or health club service. Be creative, you do not have to change your business model, all you have to do is present it in a different light.
Every health club should have at least 12 different marketing campaigns designed well in advance. With 12 different health club marketing campaigns, you will have your marketing strategy prepared for the next 4 to 5 years.
When a marketing campaign starts to lose its draw, it is time to move onto a different marketing campaign. Take notice of when your marketing is starting to wear-out its welcome 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.