Finding the RIGHT Target Audience
Very often health clubs struggle to find, target and engage the right audience for specialty and niche services and programs.
Our job as 21st Century, Pandemic surviving, data-driven marketers is to navigate the current landscape for and with our clients, based on an understanding of what they need from us, and when they will be ready to engage. All the while we acknowledge the difficulty in planning marketing investments with so much uncertainty around daily routines. Going to work is TBD for the many now working from home, and our kids’ educations have been significantly affected. As have their before/after school care and activities.
Our advice is to continue investing in the member experience which has so drastically changed for members, staff, and operators. In every state of the country gyms and health clubs are in various stages of reopening, (or not reopening at all) and consumer decisions about where to become a member are being influenced by these unsettling changes.
This is causing a shift in market share, where displaced members from other clubs seek a new home for their fitness. Here’s where smart, quantifiable Marketing strategies come into play:
Do not wait for “things to settle down,” promote all the goodness your brand is doing for your members and in your community right now!
What are your thoughts on upcoming marketing efforts? How can we help you?