Demographics are statistics that describe a population such as age, educational level, income, etc. In health club marketing this is used to profile potential members and identify your ideal prospects.
Profiling prospective members in the health club industry and any other industry is paramount to a successful health club marketing campaign. When you are creating a marketing campaign to acquire new members, you want to know their demographics before you start targeting them as potential prospects for your health club.
All health club owners are concerned about their return on investment (ROI). This is an extremely important number because it either justifies the health club marketing campaign or tells you the investment for this specific health club marketing campaign does not justify the investment. Demographic studies can help you narrow down your prospects but can also help you spend your health club marketing dollars more wisely.
Demographic profiles will help you determine who is a better fit for your health club products and health club services. Most health club marketers think of demographics as primarily income and age but demographics encompasses a wide range of information. You can find out prospective member’s educational level, sex, etc. All of this information then can be put into a formula so you can eliminate those who are not qualified or those do not look like they are potential prospects for your health club.
Demographics are not the only qualifying data that you can retrieve. You also want to retrieve psychographics, geographic studies, and all kinds of other data when profiling your ideal prospective member. You need to be able to use all of these resources and come up with your own formula, your own avatar of who your prospective member is. You can even give him/her a name like “Joe/Jill the Gym Rat” and then start writing down anything that you think is part of the makeup of the ideal prospect.
Build your own profile of your targets; what would their educational level be, what would their age range be, what would their income be, etc. When you have compiled all of these qualifications to profile your targets, then you can start to target your prospective members through the use of demographic data to grow your health club membership base 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.