Health club marketing exposure is one of the key reasons why MMC® chose to use direct mail as our primary source of health club marketing media. The reason why we use direct mail is because it gives the health club the most exposure from the least investment. When you are targeting your local market, you have to concentrate 95% of your health club marketing efforts within a 5 to 10-mile radius of your health club. Most health club marketers are oblivious to this and they always want to focus on income (because this is what the owner thinks and the health club marketer is more worried about losing their job than standing up and saying “that is a bad idea”.). This is a huge elementary mistake because your market is 5 to 10 miles of your health club; you must introduce/expose yourself to every household within that 5 to 10-mile radius.
Health club marketing exposure means you get your brand in front of as many prospective members as possible. This can only be done effectively through direct mail. Most health clubs have a difficult time understanding the return on investment when it comes to direct mail. In a previous blog, I spoke about mind share; direct mail not only gives you the best return on investment for immediate results but also provide you with long term residual dividends paid through your health club marketing endeavors.
Everyone wants to get the biggest bang for their buck from their health club marketing. Direct mail does this; not only is it a huge revenue producer (when designed correctly) but it also gives you enormous exposure in the right places which is your immediate area. This is a challenge when it comes to newspaper ads, radio, television, etc. All of these media are vehicles to drive traffic to your health club but your primary focus should always be on your immediate 5 to 10-mile radius of your health club because this is where you are going to experience your greatest success. This is unless you are targeting short-term consumers i.e., one week, two weeks, one month, or 3 months but if you are the average health club trying to increase training session or raise revenue, focus on your immediate area and focus on your marketing exposure.
Learn more about health club marketing exposure 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.