It’s that time of year again. it’s late Spring, and most people are scrambling to get their bodies in shape for summer. Whether it is to look good in new swimsuit, or just feel better so they can enjoy an active summer, men and women are trying to shed unwanted pounds. But as we all know, losing weight on your own can often be frustrating and very difficult. This is the perfect time for your health club to ramp up it’s fitness marketing and increase it’s membership base.
Fitness marketing for the summer can be tricky, but there are certain areas that your health club should focus on to increase your chance of a successful return on investment. Initiating a balanced program that consists of direct marketing, solo direct mail advertising, and gorilla marketing can be highly effective if the message of this marketing is focused on how your health club can benefit the prospective member during the summer.
Some key areas to promote include:
- Personal Training: Perhaps the most effective way to burn off those stubborn unwanted pounds. Emphasize the results and motivation that comes with working with a trainer.
- Group Fitness Classes: Point out the social benefits as well as how fun and motivating group classes can be.
- Pool, Aquatics: If you have a pool, promoting it during the summer is a no brainer. You can beat the heat and lose weight!
- Student Fitness Memberships: Offering a short term, affordable student membership will also help motivate parents to join at your regular membership rate.
As always, do not forget to promote the idea of a “healthy lifestyle”, and all of the related social benefits that go along with being a member of your gym. Again, losing those last few unwanted pounds before summer is difficult, especially when you are doing it alone in your house, or outside in the hot sun. Communicate the message that losing weight at your club is easier and more enjoyable due to the positive, up-beat environment that will help motivate and inspire members to stay active and keep improving their overall fitness.
Lastly, always remember to trust the pros when developing your direct mail promotion. They understand how to develop the right message, the right promotions, and the professional design that will stand out and make a connection with prospective new members. Any promotion must hold a real perceived value or it ends up being ignored, so work with a direct mail postcard professional to put together a campaign that will get you a high return on investment.
