I am going to share a couple of marketing facts with you that will help you design an elementary campaign. I say “elementary” because without the complete knowledge of psychology, history, marketing media, market research, demographic studies and a host of other data, your marketing skills will always be “elementary”. This is why those who try to copy MMC®’s campaigns always fall on their face. I am not saying this out of bitterness (because I am honored they love my work), but out of trying to educate you as the listener, to really learn the craft of HEALTH CLUB MARKETING and PROFESSIONAL SALES. Most people only see the initial offer, the “hook” and assume they know everything about the promotion; when all they know is enough to get themselves, and whosever money they are spending….BROKE. So understand, at this point, this information is of great value but it is only the beginning.
Familiarize yourself with the term “loss leader” a simple way of defining it is the part of your product or service (must have value to the consumer) that is least valuable to you and the bottom line of your business that you can practically give away to get new MEMBERS. There is always a lost leader in every business; just think outside of the box and you’ll discover it.
The lost leader is then used as your “hook” in your ad copy, radio spots, social media etc. A hook, just like in fishing, the hook is baited with your “tag line”. The tag line has to grab the immediate attention of the consumer; then you set the hook with the lost leader. Haven’t you heard “any bad day of fishing beats any good day of working”?
There are numerous offers you can use as a “hook” not just your “loss leader” and nor does it have to be a “lower price point of entry”. Your “hook” and “tag Line” will be determined by your desired result and current business model assisted by the research and demographic data you have compiled.
It is amazing that hundreds of HEALTH CLUB “want-to-be marketers” foolishly focus on the dollar amount and think it is the “cheap price” that is bringing in the huge numbers. These copycats go out of business frequently taking their bargain hunting clients with them. Price can never be your only point of leverage, nor can it ever be presented as the superior part of your HEALTH AND FITNESS product and services. It can only be used as a “hook” to get the prospects attention.
The price is only a hook; using the correct hook is only 1% of the fishing trip. You must know your target audience, how best to reach your target audience, what vehicle of media to use to deliver your desired message, how to fund the campaign, etc., etc., etc.
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.