“Mind-share” as defined by Wikipedia.org, is the development of consumer awareness or popularity and is one of the main objectives of advertising and promotion. When people think of examples of a product type or category, they usually think of a limited number of brand names. The aim of mind share is to establish a brand as being one of the best kinds of a given product or service and to even have the brand name become a synonym for the product or service offered.
Mind-share is a concept that is frequently lost when health club general managers or health club owners are looking at their advertising budget for the year. They are always thinking about immediate return on investment (ROI) but they don’t understand intangible assets, e.g., mind share, and how they are directly related to growth in the community. It is as equally important to keep your brand in the prospective member’s mind as it is to procure new business/new members today. The business is going to come, maybe not today but tomorrow and in the future because of the brand (mind share) you have created within your market.
Mind-share is just like a farmer planting seeds in hopes of reaping the rewards during harvest season; apply these same principles when it comes to health club marketing. Health club marketing is planting various seeds in the market; some of those seeds can be harvested today, some tomorrow, and some next year. You must create your brand and the way to do this is through health club marketing and advertising campaigns.
Health club marketers need to think about the long-term residual dividends that will be paid over from the health club’s marketing and advertising endeavor. This is done through mind share, making sure that every prospective member in your community thinks of you at least within the top two or three health clubs within your health club market when they think of health club.
Incorporate mind-share campaigns into your health club marketing 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.