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marketing


Digital marketing activity can gather mobile numbers for use by your sales team


Kate Cracknell asks the experts for their thoughts on what’s new in marketing, and what operators can do to get the biggest impact for their budget


SPLASH


ANDY KIDD, MD, HATTRICK MARKETING Digital marketing for short-term revenue and tactical lead generation


O


ver the last year, Hattrick Marketing has been increasing the focus of its clients’


marketing campaigns towards digital activity that delivers both short-term revenue and new membership leads. The return on investment in


these cases is measured both by the number of names, email addresses and mobile numbers that can be used on an ongoing basis by the sales team to close memberships and, more importantly, by the revenue directly


october 2010 © cybertrek 2010


generated from the activity itself. This is a signifi cant evolution from the days of sales teams simply conducting outreach activity and giving away ‘one day free’ passes in return for data. By using third-party online partners


such as Voucher Cloud or lastminute.com – as well as numerous others – together with improved, campaign-specifi c search engine optimisation of the client’s website, we’re able to set goals for data capture from our client’s website. This, depending on the offer, generates


immediate sales and valuable prospect data that can be used on an ongoing basis for communicating offers, trials or general news updates. For example, for theclub at


Cadbury House – the FLAME Award winner – we recently ran an online Spa Voucher promotion at a value of £10 per voucher. The result was over £10,000-worth of voucher sales for day visits to the club, with more than 1,000 new potential members visiting the club between April and August this year.


Read Health Club Management online at healthclubmanagement.co.uk/digital 51


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