» Club Marketing


How to Create a Marketing Machine


Follow these steps to maximize your marketing dollars and efforts


BY CASEY CONRAD


clubs aren’t maximizing their market- ing efforts. First, they don’t have a 12-month


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plan that utilizes diverse mediums to create a synergistic effect in their mar- ketplace. Instead, most clubs make de- cisions month to month. Second, clubs don’t make a


clear enough distinction be- tween marketing and sales.


lubs all have marketing plans, but many of us aren’t satis- fied with the results. There are two primary reasons why


As a result, their salespeople—one of a club’s most powerful marketing tools—don’t help drive membership sales as effectively as they could. Sales too often come only from prospects al- ready walking through the doors. The good news is that there is an


incredible untapped potential in every club to create a marketing machine. Let’s explore the possibilities.


Create a diverse annual marketing plan You may have heard the expression


“proper prior planning prevents poor performance.” This adage certainly


28 Fitness Business Canada November/December 2015


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