Product positioning relates to marketing efforts that are intended to affect prospective member’s perception of the health club marketers offerings (e.g., health club products, health club services, health club image) when compared with how customers perceive yours and your competitor’s offerings.
Product positioning refers to how you are trying to get your brand across or perceived value by the health and fitness community. You want to be able to get your community and all the prospective members within your market to have a positive opinion when it comes to the perceived value of your health club. As I have said many times, “a prospective member’s perception is the prospective member’s reality”. How they perceive your health club products and health club services is the way it is in their mind and to be able to change that, you need to be able to implement elements of product positioning into your health club marketing.
You need to really understand that the psychology of selling is not just a fast talker in a cheap suit trying to get somebody to purchase what he is offering. You must understand the logical and emotional reasons why a prospective member makes buying decisions.
A good salesperson is someone who finds out what the prospective member wants and shows the prospective member how their health club product or health club service can help achieve the prospective member’s goals.
You need to be absolutely sure you are getting your health club presented to the prospective member in a positive light and this can be accomplished through product placement.
If you want to capture the higher-end market then you have provide the high-end product to be perceived in that light, just as if you want to capture the everyday working class prospective member, or target the casual member, then you want to incorporate a little product positioning in your health club marketing targeting this demographic.
Product positioning is a necessity in the health club marketing of your health club because it’s going to help you achieve the perceived value of your health club products and health club services on the level that you want to be perceived and it’s all up to you. You are the only one who can change the perception of your health club in your community and all it takes is a little product positioning in your health club marketing.
Learn how to capitalize on product positioning 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.