Health club marketing is selling to the masses, and a professional health club membership sale is selling one on one. Health club marketing requires an investment which demands a ROI. Now that we know our target (from previous blogs), it is time to find out what is the best delivery system of health club marketing, health club advertising, or health club promotional messages to capture the target. A ton of research is done on this as well, like communication studies, advertising execution studies, advertising awareness and tracking studies, packaging studies, price studies, customer satisfaction research, etc. Knowing how to get your message out is equally as important as to whom your audience is.
Health club owners want to know what return they’ll receive on the health club marketing dollars they allocate to increase traffic and revenue, known as ROI.
ROI means (for those of you unfamiliar with this acronym), “return on investment” or profits derived from an investment after the cost are subtracted from that investment. I personally live, eat and breathe health club marketing and professional health club membership (loyalty programs) sales so I have a more aggressive attitude to monies spent on health club marketing and health club advertising than most; but any businessperson worth their weight in salt know numbers, and numbers, never lie. I personally think if you are getting an ROI of 10% or better on any of your in-house health club marketing campaigns…keep on doing what you are doing.
Ten percent multiplied by several different health club marketing campaigns can add up quick.
With the newly required information from your internal research (read the blogs from the past couple of weeks), you’ll be able to implement customer penetration programs, i.e., sell more to existing health club members and implement new acquisition programs that will bring in new health club members.
By now you have learned some of the member’s and prospect’s emotional “hot buttons” (a.k.a. triggers) and how to push them. You know how prospects “feel” about your health club products and health club services and now you are ready to work on the next step; which is… learning which is the best health club marketing vehicle that best fits each scenario to engage the deconditioned and health and fitness conscious market and motivate him/her to take action today e.g. public relations, packaging, sales promotion efforts, brochures, direct mail, website content and design, e- marketing, corporate identity programs, radio, television, billboards, etc. Don’t be naïve; health club marketing and health club advertising are necessary to increase the level of awareness of your health club. You must learn a little about all of these vehicles and many more to run some tests to see which vehicles and/or platforms deliver the best ROI.
Other factors like offer, tag lines, medium of media, price point, etc. will also play a major role in your ROI but you have to start somewhere; so don’t get discouraged, just get started marketing your health club today.
Know the estimated ROI for all future marketing campaigns before you launch 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 promotions, professional health club membership sales and advancing your health and fitness career visit us today @ www.healthclubmarketingmmc.com or call 904-217-3762.