Research is the biggest and best investment a health club can make. Start by knowing your competitors and where you stand in the marketplace. How does your health club facilities stack up to theirs, pricing, amenities, etc. It doesn’t matter if it is an aerobic center or YMCA; if they are capturing any health and fitness dollars it is crucial you know how much and why. MMC® does an in-depth competitive overview on all of our clients’ properties to make sure we know exactly what is happening in the marketplace.
Next you want to know your audience and who qualifies as your audience within your geographic and demographic market. No one can afford to incur wasteful spending. MMC® has a research and development department that includes a full time, 24 hour, seven days a week call center devoted to capturing pertinent information to better serve our clients.
Our team conducts and pulls research studies such as: communication studies, advertising execution studies, advertising awareness and tracking studies, price studies, and customer satisfaction research, just to name a few.
You must take into consideration all aspects of your targets: lifestyle, spending habits, buying patterns, geographical demographics, income and education, just touch the surface. Naive marketers look primarily at income as being “the” qualifying factor; but income alone can be very misleading. You probably have your own example of this. Have you ever tried to roll out your own direct mail campaign or other form of marketing media targeting an area labelled “affluent”, thinking this was your audience, and yet got a dismal return on your investment? In some cases, enormous income on paper, masks enormous debt. These targets can’t afford to pay attention much less pay for a health club membership. You definitely don’t want to be in the collection business.
Your desired target is consumers with discretionary income, not consumers drowning in debt. Profiling your targets is an absolute must and MMC® has been profiling consumers with discretionary income for health clubs since 1991; and best of all, we pay for all of the research, not you.
Developing a marketing piece, ad campaign, text message or any other form of advertisement must be designed to meet the psychological needs of the prospect. MMC® has been creating, testing and revising different ways of doing this since 1991.
MMC® studies the psychology of consumer spending. People buy products and services for emotional reasons and then later justify their purchase for logical reasons. You must know the negative and positive emotions that your members and prospects associate to your health club if you plan on effectively targeting them as potential members/customers.
People are motivated/moved by two driving forces…pain and pleasure. You must eliminate the painful emotions associated to your health and fitness products/services and replace them with pleasurable emotions to your health and fitness products/services. This can easily be accomplished with the appropriate delivery system of the desired message through a well thought out marketing/branding campaign designed and implemented by MMC®.
We hope you have found this information to be of great value. Please take time to view the entire site for additional free tips on growing your health club and your health and fitness career. Watch the videos, read the text and pick and choose what is valuable to you and fits your current and future business model.
Thank you for partnering with MMC® today in growing your health club and your health and fitness career.