marketing strategy
OWNING YOUR OWN
SPACE
How should operators market their businesses in the age of social media? Simon Bolton offers his advice
U
ntil 2007, life was simple: the iPhone (2007) and the iPad (2010) have been game changers. They have
revolutionised how people access information, interact and communicate. Today everything is an app, and everyone is connected. Social media has become the new paradigm, with everyone rushing to try and embed social media into their business strategies. Mobile devices and social media
technologies have democratised communication for the masses. It has become a dialogue rather a monologue. So what does all this mean to you? This article aims to stimulate new thinking about how operators can embrace the importance of ‘owning your own space’ within dynamic markets. It will also highlight how essential ownership is in helping clubs engage more effectively with their members through social media.
more for less Today’s members have become savvy consumers, meaning that they expect first-class products for budget prices; even brands such as Unilever are having to discount their premium brands more and more. The traditional model – charging a premium in order to generate revenue, which is then
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used to promote your brand, which in turn builds brand loyalty – is being eroded if not destroyed. Savvy consumers want value for
money, but they still want to feel distinct and cared for, resulting in all of us being forced to do more for less. Social media is rapidly becoming the portal through which people connect with brands, compare brand experiences, listen to what brands have to say and, importantly, what other people are saying about them. When combined with rapid smartphone adoption, ownership of your own space – creating a unique niche for yourselves among the clutter of messages – is becoming vital. Social media will become the way you connect your club(s) to your members – the de facto mechanism through which you need to demonstrate that you care.
My focus is not on providing you with a silver bullet – I wish I could – but on stimulating discussion around three simple questions that can help you understand the importance of owning your space, provide you with some clear pointers of where to start, and create an awareness of how it links to social media.
what do you stand for? Today, outstanding service has
become the cost of entry. Gone are the days when investing in the best equipment and providing premium facilities were sufficient to attract and, more importantly, retain members. Quality and value (price) are no longer differentiators; these are expected as the norm. Ray Algar’s 2011 social media report (see also HCM June 11, p46) reinforces this point by indicating that: “Consumers are
increasingly seeking honesty and integrity when choosing their preferred brands.” These points then
raise the fi rst question for you to consider: What do you stand for? To spell this out in simple terms, it is no longer enough to just talk about price, size and facilities, underpinned by words such as ‘premium’,
Your members are savvy consumers who want value for money Read Health Club Management online at
healthclubmanagement.co.uk/digital
‘quality’ and ‘personal goals’. You need to
march 2012 © cybertrek 2012
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