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Who is my next NEW member?
Your target market consists of four primary audiences:
prospects, member referrals, former members and corporate clients.
The prospect
The “life blood” of the fitness club industry.
We require hundreds of prospects every month. Recent IHRSA studies indicate that 90% of the people most likely to join a club live or work within 30-minutes of your facility. By advertising directly to this audience, we concentrate marketing efforts on the people that count, and money is not wasted going “outside” the market area.
The best advertising vehicle to reach them:
direct mail, billboards, print ads, take ones, lead boxes, and more
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The Member Referral
Members are your best ambassadors and a goldmine for introducing new members. By inviting members to refer their friends, family members and co-workers, we tap in to a market of like-minded prospects who are predisposed to join. These are considered high-percentage prospects. They build a strong membership community, increase retention and provide an ever-expanding network of solid prospects and future members
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The Member
Once your a member joins, you have the advantage of a captive audience, a market segment you need to retain, inform, service, support — and benefit from as an additional revenue source! Marketing to members is a great opportunity to promote profit centers such as, personal training, spa and massage services, pro-shop, lessons, social events and tournaments, gift certificate promotions!
The best advertising vehicle to reach them:
referral mailer, newsletter, internal promotions/friend raising, marking in a box, member appreciation event, low user, renewal letter and more |
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The Former Member
This market already made the decision to join once. For a variety of reasons, they did not continue. But, by maintaining contact with them and delivering a compelling invitation, they can often be convinced to give membership another try. Missed guests also fall well into this category.
The best advertising vehicle to reach them:
alumni direct mail, amnesty letter, email, and more
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The Corporate Member
The corporate market offers the opportunity to derive multiple sales from a single sales presentation. Corporations can be educated to believe that fitness in the workplace pays dividends through reduced absenteeism, lower benefit costs and increased productivity.
The best advertising vehicle to reach them:
direct mail,email, open house/invitation, presentation packet/guest passes, lunch’n’learn seminars and more
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