Bait and switch health club marketing/advertising is the advertising of a health club product and/or health club service at an unusually low price (bait) with an intention to switch the prospective member to a higher-priced health club product and/or health club service when the prospective member comes into the health club or pro shop to buy the advertised health club product and/or health club service. This practice is illegal if prospective members find it difficult or impossible to buy the advertised health club product and/or health club service.
Bait and switch health club marketing/advertising is not only illegal but it is extremely unethical. There is never a time when it is acceptable to advertise a health club product or health club service and not be able to provide that health club product or health club service at the point of sale.
If, for any reason you are even asked to do any sort of health club marketing/advertising like this, you should question the moral compass of the person asking you. Bait and switch health club marketing/advertising is for criminals and when marketing your health club or your health club product and/or health club services, you want to emphasize your strongest points and provide the very best value for the very least investment.
This does not mean discounting health club memberships; this means finding a product that has enormous value to the prospective member and putting that health club product and/or health club service out in the marketplace through your health club marketing strategy that will be very attractive to the prospective member.
Make sure you provide the exact same health club product and/or health club service once the prospective member comes into your health club and if for any reason you do run out of the advertised health club product and/or health club service then you should immediately withdraw it from your marketing campaigns and let prospective members know that the health club products and/or health club service are no longer available.
This does not mean you cannot say there is a limited quantity or there is a limited time. Scarcity is an enormous motivating factor but when you use scarcity as a way to get the prospective member to take action, you must mean exactly what you say. If you say there are only 20 available, then only allow 20 prospective members to take advantage of the opportunity.
Never advertise a health club product or health club service for a deep discount without the intention of selling the said health club product and health club service for that discount. Never ever consider launching a bait and switch health club marketing campaign for your health club.
Always be ethical in your health club marketing 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 904-448-5727.