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Health Club Marketing in New Zealand

Health club marketing in New Zealand is very competitive. For your club to attract the best prospective clients, the ones who will become dedicated members, you must market to your niche.

Discover Your Place in the Community

Many health club owners don’t worry about who their customers are as long as they have customers. This mind set may work for a while but for long term success you will need to discover who your customers are and what their needs are.

Health club marketing in New Zealand experts encourage all club owners to find out where they “fit” in their community. This can be done by looking at the demographics in your area, offering specialized services, or developing special programs and classes to attract a certain segment of the population.

People who share common interests compose a niche. Mothers with toddlers are a niche market, senior citizens are a niche market, and clients looking for a spin class are a niche market. By discovering your niche, and marketing to it you will direct your advertising efforts to people actually interested in your services.

Right on Target

Health club marketing in New Zealand can be directed at numerous different niches but experts warn club owners to pick only one or two and streamline their efforts. For example, if your niche market is “mothers of preschoolers” you will design an ad campaign that speaks directly to the needs of these women.

Focusing on your target market allows you to accomplish two important tasks. You bring in prospective clients who already have an interest in your services and you decrease advertising costs. If you limit your advertising to your niche market you are not wasting dollars on people who would never have an interest in your services.

Looking Forward

Health club marketing in New Zealand requires you to look toward your future – what you want your club to be and who your clients are. But, in order to accomplish this take a moment to look back at past marketing efforts. You may find you covered a lot of ground, advertised to thousands of potential clients, and got little in return. Niche marketing will completely turn your advertising efforts in a new direction.

If you discover that your niche market is women in their 40’s and 50’s who are experiencing the empty nest syndrome take advantage of this knowledge when planning your marketing campaign. Design special classes for this market and offer motivational seminars that speak directly to these women.

Specifically:
  • Place flyers in grocery stores, health food stores, and other businesses where this group might shop, eat, or go for entertainment.
  • Create emails and videos that feature women in this age group.
  • Plan for TV and radio advertisements to run during the time this group is more likely to be watching.
Health club marketing in New Zealand experts warn you to prepare for a deluge. Once you begin to target your advertising to your chosen niche market you will experience a huge increase in prospective clients. Ensure you are ready by properly training your staff and installing up to the minute equipment. Most importantly, follow through on what you promise. Advertising brought new clients to your door; the quality of your services is what keeps them coming back.



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