Blog 141: Health Club Marketing: Direct Mail

Direct mail is also known as DM. Direct mail is one of the most effective vehicles for marketing your health club that is available to marketers. Direct mail offers you the opportunity to go directly to the household of every prospective member within your target market.

Direct mail has numerous advantages over all other forms of media. With direct mail you can write an article, a book, or whatever, and as much as you want. Although you always want to keep your advertisements short and sweet, you could easily put an insert into your advertisement that gives more detailed information. With direct mail, you are reaching your most qualified prospective members that are available in your target market. In addition to the demographics you will use to determine your target market, you must consider your geographic target market which is about a 12- mile radius around your health club.

Getting your name and your brand in every household in that 12-mile radius should be your ultimate goal. Radio is an excellent vehicle to advertise, with but the geographical area it covers goes far beyond your reach. Yes, there will be one, two, or three prospective members who will come from 30 or 40 miles away but that percentage is so low relative to your overall pool of prospective members. When you facilitate direct mail, you can target people through a profiled mailing list using demographic data that will help you eliminate wasteful spending and yield a higher ROI.

Everyone today wants to talk about e-marketing and social media marketing. These are very effective tools in your health club marketing strategy but they are opt-in forms of marketing which means, the prospective member has already raised his/her hand and said they are interested in what you have to say. The easy part of health club marketing is engaging the prospective members that have already said he/she wants information from you. The hard part is, going out and getting new prospective members who haven’t raised their hand, and get them into the health club.

Direct mail is absolutely the best vehicle of media to capture and acquire the most qualified new members e.g., those prospective members within your geographical reach.

Increase your memberships and revenue with a proper direct mail health club marketing campaign 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.