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ATTENTION, INTEREST, DESIRE, AND ACTION (AIDA)

AIDA as defined by Wikipedia.org is a great acronym because it helps you remember the four basic components of health club marketing:

A – Attention (Awareness): grab the attention of the consumer.

I- Interest: raise consumer’s interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

D- Desire: convince consumers that they want and desire the product or service and that it will satisfy their needs.

A – Action: lead consumers towards taking immediate action and/or purchasing.

When designing a health club marketing campaign, you want to first grab the consumer’s attention. This is best accomplished with an offer they have never seen before, therefor, grabbing their attention. Then focus on the emotional hook in your marketing campaign that will stir up the desire of the consumer to make them want your health club products and your health club services. Consumers buy health club products and health club services for emotional reasons then you want to give them logical reasons justifying their emotional desire that prompted them to make the purchase.

MMC®, is a performance-based, data-driven health club marketing company that hits ‘em straight.

Thank you for partnering with MMC® today in growing your health club and your health and fitness career.

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