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Blog 74: Health Club Marketing Brand Development Index

Brand Development Index or (BDI) as defined by Wikipedia.org, quantifies how well a brand is performing within a specific group of customers, compared with its average performance among all customers.

BDI is defined by the American Marketing Association as a “measure of the extent to which the sales of products in a market category have captured the total potential in a geographical area, based on the population of that area and the average consumption per user nationally. The brand development index is usually calculated for separate metropolitan areas, and is used to determine high-potential (underdeveloped) areas for new product entries or for primary demand promotions.”

It is very important for health club marketers to try to capture their target market, but a lot of health clubs fall into what has been set as a standard in the health club industry. Most health club marketers define their market as consumers with X income, of X age, i.e., their demographics, because most health club professionals and health club organizations have told them so, so they believe this to be true. This is not what you should be focusing on; you should be focused on how you can engage prospective members from all age groups and all economic levels and get them to visit your health club provided they fit your member profile.

Most health clubs fail to conduct their own independent research whatsoever; they rely solely on general research provided by the health club industry failing to understand the importance of developing their own unique business model for the prospective members residing in their geographic area. You should not follow the set standard because every health club is not the same and every community is not the same either. There are always going to be variables that you must take into consideration.

The key is to find out how well your brand is being perceived and received in your health and fitness market within your demographic group. By doing your own research, you will also find out what areas of your demographic you can improve and where you can expand your target market by improving or tweaking your existing health club product and/or health club service.

Come up with your own brand development index to maximize your health club marketing endeavors 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.