One of the greatest powers we possess as owners is product abandonment. We make the decision whether to continue or discontinue the marketing of our health club products and health club services as we see fit. If we launch a new health club marketing campaign introducing a new health club product or health club service (e.g., health club membership), it is completely up to us whether it is deleted, eliminated, or make it as part of our business model.
Abandonment may occur at any time from shortly after a launch (due to a new product failure) to many years later. The criterion for this decision is the same as for any new product: net present value of the product’s estimated stream of future earnings, both direct and indirect.
There can be numerous reasons for abandoning a health club product or health club service. But one of the things that you don’t want to do is to delete or eliminate a newly launched health club product or health club service before it has time to truly be tested within the marketplace.
A lot of times, great ideas are launched but never given the appropriate amount of time for the health club product or health club service to produce the desired result. In some cases you can launch a health club product or health club service with the intention of abandoning that health club product or health club service in the future.
This is one of the things that MMC® does; we designed the cash promotion with this principle in mind. Depending on the client’s needs and wants, we present the option of abandonment to the health club owners so they may immediately resume their original membership pricing once the promotion has been launched and completed.
Those memberships are honored for the period of time they were sold for but then are encouraged to upgrade to the original membership structure that was in place before the promotion was launched. Our memberships are designed just to shake up the marketplace and get all of the prospective members into the health club immediately. We kick start the membership base for health clubs with a burst of jet fuel but in no way do we expect or even imagine that this introductory membership we offer will become part of the health club’s business model.
Health club products and health club services abandonment is an excellent tool to be able to call upon whenever you are trying to build your health club. It is wonderful because you know you always have a way out. You are not committed long-term to any product unless it’s a product that you are committed to because of personal reasons or financial reasons, but you always know you have product abandonment in your health club marketing quiver if needed.
Product abandonment allows you to test different products and services through your health club marketing without the worries of long-term commitments which ensures 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.