Health Club Marketing in Australia
Using Targeted Marketing
Successful health club marketing in Australia uses targeted marketing principles at all times. This may sound obvious and yet people trying to build small businesses continue to believe that marketing to all people is bound to generate the most business. What they soon discover is that failing to market to a definable group of potential customers is expensive, time wasting and unlikely to generate a sustainable customer base.Marketing Arrows
Henry Wadsworth Longfellow wrote a short well-known poem called “The Arrow and the Song” that says, “I shot an arrow into the air, it fell to earth, I knew not where...”
That is how you can think of marketing programs that do not target a specific group of people. It’s like shooting money, time and effort into the air and having no idea if they are finding people likely to become health or fitness club clients. The prospects that your marketing does manage to locate are good ones, but there won’t be nearly as many responses as could be generated with targeted marketing.
You can’t just shoot marketing arrows or toss out some marketing messages randomly and expect good results. The second line of the poem says, “For, so swiftly it flew, the sight could not follow it in its flight.” Your marketing messages flying throughout the potential market cannot be followed closely to determine effectiveness because it’s too broad and too generalized.
Flight of the Marketing Song
It’s quite possible the poet Longfellow should be considered an early marketer. In the second and third stanzas he writes about sending a song (marketing message) out into the world that reaches friends (targeted customers) and finding that message resides in the friends long after the song was sung (a new customer!).
Effective health club marketing in Australia requires:
- Identifying your specific market targets
- Deciding health club features and programs to advertise that will be most likely to attract customers
- Putting your marketing dollars into strategies that reach those specific targets
- Verifying the success rate to keep the marketing program viable through changes and upgrades
An Unbroken Arrow
But it’s important to keep in mind that even when using the internet tools, health club marketing in Australia must still target a specific market to be effective. Health club facilities with no online services will target people based on clearly defined demographics within a narrowly defined geographic base. Health club facilities offering both facility and online services can target a broader based online market in addition to a limited geographical market, but using the same customer demographics.
Defining the demographics of the people most likely to use your facilities services is an essential step and will drive the marketing program’s direction. For example, do you cater to older adults, families or working parents? Are you interested in attracting professional bodybuilders and weightlifting competitors? It’s easy to see how a marketing program would be very different when targeting various groups.
Health club marketing in Australia can lead to a successful business when it targets the right people. So go ahead and shoot those arrows and sing those songs, but just make sure they are aimed to fall on the customers you should be targeting.
In the poem, the arrow is found unbroken in an oak tree. If that arrow was the marketing message, and the oak tree the customer, its message would have been securely delivered to the right target.
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