FBC UPFRONT» Q&A
Happenings Mass Marketing
you should target everyone in the city where you are. Q: "We like to think of our club as a place for every-
Q A
one. However, I have been noticing that our mass mar- keting efforts are not resonating with the different de- mographics we want to attract. What are the best ways to target different demographics and market to them more effectively?"
Can a club be something for everyone? Sure. But that doesn't mean Mass Marketing
Can a club be something for everyone? Sure. But that doesn’t mean you should target everyone in your city.
"We like to think of our club as a place for everyone. However, I have been noticing that our mass marketing efforts are not resonating with the different demograph- ics we want to attract. What are the best ways to target different demographics and market to them effectively?"
A: Marketing of health clubs is be- coming more difficult as generally clubs are doing the same marketing, so
to our efforts.
Marketing of he lth clubs is becom- g successful (ie work) is segment the market beyond demographics and then go to that specific segment with your specific message.
The key for making your market- ing more diffi cult as generally clubs
are doing the same marketing, so the consumer is becoming desensitized to our efforts.
Thie key for making your market-
market and get really specific about the description of that market. Consider their psychographics (interests and
ing successful is to segment the mar- ket beyond demographics and then go to that specifi c segment with your
s means drill deeper into a target
attitudes). Analyze these people and determine their pain points. What is creating pain in their life and your
the consumer is becoming desensitized marketing must show them you have the solution. Discover where these people shop, eat, and hang out. And that is where you go to market to them.
specifi c message. This m ans drill deeper into a target
value of your product and how you have helped someone of that spe- cific segment. This would be shown through a before and after photo, a testimonial or even better a video
market and get really specifi c about the description of that market. Consider their psychographics (interests and at- titudes). Analyze these people and de- termine their pain points. What is cre- ating pain in their life? Your marketing must show them you have the solution.
Your marketing must have proven
testimonial. You want people of the specific market segment to see the im- age, read the copy of watch the video and think “That person is just like me! If they can do it, so can I.” Finally, to prove your solution works
offer a trial. A paid trial will reduce the number of leads but it will increase the quality of leads. This means the people who are prepared to pay a small amount to trial your facility (and your solution) will be more qualified. A very important point to note is this: if your solution to your target market’s pain (ie why they would join your club) is not unique, then you are potentially simply raising the profile of fitness in your community and mar- keting for your competitors. So ensure to market to them.
Discover where these people shop, eat, and hang out. And that is where you go
he message in your marketing clearly staYour marketing must have proven
tes your unique solution to them.
value and show that you have helped someone in that specifi c segment. This can be shown through a before and af- ter photo, a testimonial or, even better, a video testimonial. You want people of
Justin Tamsett Owner Active Management
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Websites & Marketing For Your Fitness Business 12 Fitness Business Canada September/October 2013 September/October 2013 Get A Custom Built Mobile App For Your Business
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