Blog 93: Health Club Marketing Mix

Health club marketing mix is the strategy professional health club marketers use to appeal to their target market which includes but this is not limited to health club products, health club promotions, health club pricing, and health club services.

In today’s economic climate, we really don’t have the luxury of saying we are only going to target one specific demographic. We can profile our preferred demographic that we want to target but we have to look at all the different angles and nuances that it takes to be able to capture our target market and create new health club products and health club services for new target markets.

All of the prospective members that fall within your demographics are not going to respond to the same type of advertisement or health club marketing campaign. Some prospective members are going to respond better to electronic advertising, social media, television, newspaper, direct mail, etc.

You must put together a health club marketing mix that is going to reach out and engage as many prospective members within your geographic area that fits the health club’s ideal member profile. It will probably require using multiple health club marketing vehicles to accomplish your long-term goals so start learning how to maximize each and every possible health club marketing vehicle a.s.a.p.

One of the areas marketers can look at as a health club marketing mix is different pricing structures for new health club packages and this doesn’t mean changing the current pricing or the current business model of the health club. This means, look outside-the-box and be creative.

You must also be creative in how you present the pricing of your health club products and health club services. Be conscientious of which part of your demographic profile you are going to target with what specific health club products or specific health club services, etc.? You must always make every offer available to every prospective member equally but you do not have to target everyone with your health club marketing campaigns.

You should also think about how you are going to target these prospective members; are you going to use primarily direct mail, or will it be brochures, articles, media publicity, electronic media, etc.? If you are smart, you’ll have at least a dozen health club marketing vehicles on deck ready to go.

What message are you going to send out? Think of what promotions you are going to use to get the prospective member excited about your health club. All of these entities are going to fall into your health club marketing mix.

Be creative with your health club marketing mix 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.