Health Club
Effective marketing of your club requires a mix of increased club visibility and significant club benefits that attract new members and retain existing members. Whether you have a shopping club, health club or social club, an effective marketing campaign can help raise awareness of your facility and services. The best club marketing strategies are ones that allow a personal connection and illustrate how your club can benefit an individual's life.
Community Events
Hold community events at your club facilities to increase exposure to your club. Participants in the event will get a first hand look at your facilities. Have promotional materials available that provide additional information on membership requirements, pricing and services. Offer a discount to any event participant that signs up for a club membership. If possible, have a sign-up location available and highly visible on the day of the event.
Personal Stories
Use personal stories from club members to highlight the benefits of your club in marketing campaigns online and in print media. For print media, use quotes and pictures, for online campaigns consider using videos of your happy members. For example, if you run a health club, feature a member who has noticeably increased their physical condition after joining your club. Offer free memberships to any member who allows you to use her quotes, pictures or videos in advertising campaigns. Personal stories allow potential clients to connect with your service and the ability of your club to fulfill a need or desire in their own life.
Referrals
One of your best advertising sources are your club members. Provide outstanding services, activities and benefitsm and your members will create a powerful word of mouth advertising campaign. Encourage referrals through discounts or free services to members who obtain new club members.
Challenges
Create club challenges that encourage club member participation in a collective goal that is motivating and inspiring. For a fitness club, have a club goal of losing 500 pounds and create a buddy system between members to help encourage each other. For a social club, create a fundraising goal for a worthy cause and encourage group participation. Habitat for Humanity or Special Olympics are worthy causes that can help unify a social club. These challenges are an internal marketing campaign that increases a member's emotional connection to the organization and can increase their length of membership.
Services
Offer complementary services as part of club participation. For example, a shopping club could offer discounts on house cleaning services, home repairs or other helpful service. A health club could offer makeover services, teeth whitening discounts through a dental partnership and educational seminars on health-related topics. The more perceived club benefits a member receives, the greater chance you have of retaining the member. These services can also be used to entice prospective members to join your club.
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