Direct mail is hands down, the very best way to engage and connect with prospective members. In today’s health club business, everyone wants to rely on email and SMS/mobile health club marketing because they are misguided to believe it is cheap. But this is far from the truth, electronic and mobile marketing is opt-in health club marketing, hence; you have to launch some other type of campaign just to get the prospects to opt-in. The effectiveness of the first campaign will determine the size of list you get for your e-campaigns.
Another very important fact to remember is email and mobile marketing are targeting existing customers/members and are not bringing in “new” business/members.
Incorporating behavioral profiled demographics and direct mail focused on a specific geographical target area puts you in complete control of who you choose to engage and who you choose not to engage as a potential customer.
No other medium of media offers this in-depth customization as to who and where (exactly) your prospects are being targeted.
Some media gives elementary demographics but is delivered to a market far beyond your reach. Some mediums of media provide a more desirable geographical market but lack the in-depth profiling needed for your health club and ROI.
To give you a better visual…think of radio, television, internet, newspaper, social media and most other mediums as a shotgun that fires a shell full of hundreds of small pellets which scatters as soon as they leave the barrel hitting anything and everything. Now imagine a highly qualified sniper possessing a precision riffle and scope with a range of up to one mile (20 miles for targeted direct mail) locking-in on its target and squeezing the trigger. No wasted memberships and definitely no unwanted (undesirables) collateral damage.
Simply put…all other forms of media are like hunting with a shotgun and direct mail is hunting with a precision sniper riffle.
The only thing better than direct mail would be to go to each qualified house in your 20-mile radius, knock on the door and introduce your health club with a PowerPoint presentation. But even then, you would still need the pertinent data to determine the qualified buyer.
Don’t waste marketing dollars on undesirable targets; put your message in the hands of prospective members you would be proud to call members/loyal customers.
Thank you for partnering with MMC® today in growing your health club and your health and fitness career.