» Marketing Appealing to Eve
Pay attention to the details that build loyalty and retain your female members.
BY MEGAN SENGER
to women as well as men? Women respond differently than
A
men to marketing signals, explain au- thors Faith Popcorn and Lys Marigold in EVEolution: The Eight Truths of Marketing to Women (Hyperion, 2000).
Marketing to Women
s a fitness entrepreneur, you work hard to attract and retain clients. But do your message and facility appeal
They note that women buy or influ- ence the purchase of over 80% of all consumer goods. And they’re more likely than men to switch brands than to complain. In fitness, women are a purchase-
primed demographic that make up half of all personal training clients and facility members, according to the 2010 IHRSA Health Club Consumer Report. So how can fitness entrepre- neurs who want to target female cli- ents ensure that their message reaches
While fitness marketing efforts frequently focus on the physical benefits of exercise, there are many strategies beyond flat abs that appeal to women, says Vogel. For example, emphasize the boost in confidence a woman will feel as she becomes more fit, or the feel- ing of privacy offered by a women-only area or program. Hutchinson suggests using phrases like “easy to use,” “saves you time,” or “gets results”
that directly relate to the busy, career- and family-filled schedules many women juggle. “Use words that evoke emotion and appeal to their daily lives,” says Hutchinson.
22 Fitness Business Canada March/April 2011
– and ultimately retains – the femi- nine half?
See the club through her eyes “Areas of the club that some owners
may not pay that much attention to are the areas many female clients pay the most attention to,” says Amanda Vogel, a Vancouver, B.C.-based fitness mar- keting consultant and author of Baby Boot Camp: The New Mom’s 9-Minute Fitness Solution (Sterling, 2010). Consider the areas in your facility
that receive the most feminine atten- tion, such as the women’s locker room, the group exercise studio, the babysit- ting area and any women-only spaces. Then ask yourself the age-old ques- tion: what do women want?
The big thing is… the little things In marketing, men tend to notice
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