I write a lot of blogs on health club membership sales and loyalty programs but if you do not do the research you will never know who your target is and how to get them to commit their loyalty to your health club.
Ask yourself a few questions first, starting with:
What is the most important question I want to be answered, what is the second most important, third-most, etc.?
Do I know what my members and my prospects think of me and my key competitors?
Would such knowledge guide me in the types of marketing efforts that would have the greatest impact?
If I know how I am perceived, would it help me develop more effective marketing programs?
Have I considered the emotions and feelings that my health club members and prospective members have toward me?
Would knowing, for example, that members feel I’m a business that is sensitive and considerate rather than aloof and inconsiderate lead me in a more profitable direction?
How can this information help me to allocate my health club marketing dollars more effectively?
What are the needs, wants, wishes, desires, and emotions in the marketplace and how are health club members and prospective members being serviced by health clubs hoping to capture their loyalty.
What are the likely demographics I am looking for e.g. age, income, etc.?
What are the strengths and weaknesses of the health clubs in the marketplace as measured by how they are perceived by the prospective members and health club members?
What and where are the gaps in the marketplace or the areas in which health clubs fail to deliver what is desired by the health club members and prospective members e.g. the opportunities that exist for strengthening my hold on the market and/or for exploiting competitive weaknesses i.e. new health club product business opportunities?
Will my health club grow profitability on pure momentum?
Will my health club grow without improvements?
Do I know everything that my competitors can possibly do to hinder my growth?
Am I convinced that I can’t lose health club members or gain new ones?
Am I convinced that there is nothing that can happen to cause my health club product to become obsolete?
These questions are just the beginning. You must really dig deep and ask yourself the hard questions that you really want to know the answers to. I have said this a million times and I will say it again…“Our brains are the most advanced computers in the world and if we ask it the right questions, we will get the answers to all of our challenges.”
Ask yourself good questions every day and you will get great ideas for your health club marketing then 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.