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YEAR OF OPPORTUNITY
Hattrick Marketing MD Andy Kidd looks at the challenges and opportunities facing
health club operators in 2012 – from reduced
budgets and increased competition to the Olympic legacy
What’s the latest news from Hattrick Marketing as we start to move further into 2012? 2012 is an important year for
Hattrick Marketing. We have recently appointed two strong and experienced directors to the board and invested in our design studio with the appointment of a very creative head of design. We’ve also added to the product portfolio with the introduction of our social media offering, and already this year have worked on new and exciting clients in the wider sports and leisure market, such as Marriott Leisure Clubs, Caffe Nero and Manchester United FC.
Hattrick has now been established for eight years and continues to grow. How have you seen the marketing of health
clubs develop over that period? The marketing of health clubs has professionalised and improved immensely in the last eight years. It used to be the case that most health club marketing was effectively a sales promotion based on a price offer. But with the advent of budget clubs and increasingly high quality local authority
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and leisure trust offerings, branding has, at last, started to become more important to the sector. With margins tight, and cutting prices to win market share less and less viable, we’ve found that many operators are looking to differentiate their brand. Increasingly, too, our client contacts
are Chartered Institute of Marketing- qualifi ed marketers who are coming to the sector from other industries, bringing plenty of experience and new ideas with them. I believe that can only be good for our sector.
What kind of challenges do you find operators now face in marketing their facilities today? Marketing budgets are currently
being squeezed hard, and the constant challenge is to lower the cost per enquiry and cost per member performance indicators. Choosing the correct strategy to achieve this over a prolonged period of time is vital – but there are many different approaches. Some clients we help by
differentiation through a strong brand (as mentioned earlier), others through short-term tactical marketing that is focused on winning market share from
Read Health Club Management online at
healthclubmanagement.co.uk/digital
competitors. Others simply need to refresh and improve their communication channels – for instance, by adding social media to the mix.
How is Hattrick equipped to help them with these challenges? As a full service agency, we are able to support our clients from
end to end of the marketing process. Alternatively, we can provide specialist expertise in a specific discipline to fit in with the client’s existing strengths. Thanks to our experienced leisure
marketing consultants, we can analyse a client’s strategy and plans, improving and diversifying communication channels and campaigns to ensure targets are achieved. Our design team develops creative identities and campaigns; our media planning and buying department can explore all media options in any area, make recommendations and negotiate best prices; and our social media team can increase brand reach and drive interaction with the client’s audiences. Importantly, our experience in the
sector also means we can effectively manage the sell-through of the campaigns so that they are delivered effectively by front-line staff.
april 2012 © cybertrek 2012
20% OFF BINGO WINGS
20% OFF BINGO WINGS
20% OFF BINGO WINGS
50% OFF MUFFIN TOPS
50% OFF MUFFIN TOPS
50% OFF MUFFIN TOPS
25% OFF CELLULITE
25% OFF CELLULITE
25% OFF CELLULITE
10% OFF DOUBLE CHIN
50% OFF BEER BELLY
10% OFF DOUBLE CHIN
50% OFF BEER BELLY
10% OFF DOUBLE CHI
50% OF BEER BE
20% OFF MOOBS
20% OFF MOOBS
20% OFF MOOBS
Fitness Sales
GUARANTEED REDUCTIONS
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