An Insider’s Guide to Attracting More Members to Your Health Club
How Segmenting Your Audience Can Help.
It’s the start of 2018 and New Year’s resolutions are in high gear. When you look at your family and friends, you may notice a couple, if not several, people (perhaps even yourself) who have made a commitment to eating better, stressing less, working smarter, spending more quality time with loved ones and hitting the gym more often.
As a former professional in the fitness industry, I’ve also seen the inevitable happen – club members gradually begin losing steam within a few months. Life happens, work responsibilities ramp up, convenience or fast food becomes more frequent – while gym visits begin to wane, becoming irregular – if not stopping altogether. As a salesperson or marketer, what can you do?
Have Your Campaign Strategy in Place
It’s crucial to have a campaign strategy planned and in place to counteract the down times that naturally occur in any business.
To acquire new customers, many clubs base traditional or grass-roots marketing campaigns around a wide audience. These often include offering free guest passes, referral bonuses and hosting social events in the club, which can create awareness and interest.
However, without question, well-rounded, targeted campaigns that use high-quality, clean and verified data across a variety of channels have been proven to be even more successful and can have a greater impact on your club’s ROI.
Get a Pulse on Your Club
Today, a well-rounded marketing strategy consists of a targeted, three-pronged approach:
- Acquisition and,
- Re-engagement campaigns (which target lapsed customers).
Having a retention campaign aimed at re-energizing existing customers should be just one piece of your club’s marketing strategy. Frequent acquisition campaigns to gain new customers should be part of your club’s “go-to” strategies – having a consistent stream of new customers goes a long way towards your gym meeting its financial goals. Lastly, re-engagement campaigns can turn hard-won, but inactive, customers back into paying regulars.
No matter your campaign, connecting with your target audience at the granular level, with proper segmentation, can make all the difference between your next campaign’s success or failure.
How to Connect with Today’s On-the-Go Consumers
Knowing how to reach today’s technology-driven consumers where they live, learn and shop – whether it’s on their PC, laptop, smartphone or tablet – is a game changer. And, getting the right message to the right customer at the right time across a variety of channels also should be part of your strategy. That’s where audience segmentation comes in.
Why Audience Segmentation is Important
Stirista’s data is 100% deterministic, which means we compile at the individual level, ensuring all marketing execution and media costs are focused on the intended target being a verified match to the desired target audience.
We have information on nearly every adult in the U.S. with a broad array of channel data such as postal, email, mobile numbers, IP addresses, and more. Each record carries more than 400 data points that help facilitate improvements in segmentation and analytics. Therefore, we can enhance customer data sets with all data you need to execute your next successful marketing campaign.
Imagine the Possibilities!
In 2017, our data-driven work for Great Clips received the prestigious Silver award for the Best Retail Campaign at the Data and Marketing Association’s International ECHO awards.
So, are you ready to take your next campaign to the next level? If so, put the power of our award-winning team to work for you. Contact me today and let’s get started!