Most health clubs are putting out two prices in their advertisements to capture the attention of the consumers; the “inflated regular price” that is supposed to be the original price and the “discounted price” which is claimed to be the special offer where in fact the stated “regular” price is not 100% accurate because it has been exaggerated for the purpose of misleading the consumers. Unethical marketers incorporate two-price advertising in their marketing efforts to create an impression of an apparent saving in the consumers’ minds, as a way to attract and draw them into a business.
This marketing strategy makes consumers think that they are getting an enormous opportunity by purchasing that specific product at an enormous discount. This is unethical and even worse, it is illegal. When launching a health club marketing campaign, you must make sure you stay away from advertising your health club using exaggerated rates.
One of the things we do at MMC® is we check with our clients to ensure whatever rate we are going to advertise is a rate they have in writing in their health club’s so we can always use this information to substantiate any of our claims.
Never ever stoop as low to do a health club marketing campaign that will deceive your health club market. Whatever your rack rate is, stick with it and maintain consistency. Your rack rate cannot be exaggerated just to try to draw in new consumers. Misleading the public is a scam. Incorporating two-price advertising in your health club marketing efforts would mislead your consumers, thus, tarnishing your brand.
Avoid misleading your prospects/ members 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.