Fitness Marketing
Have you ever thought about applying project management strategies to fitness marketing. Unfortunately, many marketing efforts by health clubs and personal trainers are disjointed. They offer a special here and there or introduce a new exercise program, but there is no plan.Fitness Marketing Success Through Project Management
You see it all the time – a banner hanging on a fitness center proclaiming a membership special has started. That banner is their ‘marketing program’. Yet if you spoke with the manager, the chances are that he or she could not tell you how many potential customers were reached with the banner or how many new customers joined the center as a result of reading it.
This is just a small example of how an untargeted marketing program can be a virtual waste of time. Fitness marketing should be all about results and how to zero in on getting those results. In other words, fitness marketing needs to be treated like a project with defined goals, steps and accountability.
If this sounds serious…that’s good! You can waste a lot of money, effort and time sending out emails to the wrong people, hanging banners no one reads, or offering programs no one wants. Untargeted marketing activities occur because no one questions whether they are even worth doing, so it shouldn’t be a surprise that many of those activities fail to produce results.
Is It Worth It?
It’s amazing how one little question can start a whole process. Once you recognize the need for fitness marketing, you have to determine which of the many possible activities will work for you. There is a long list of possibilities including email and social media campaigns, seminars, group classes, radio ads, online link campaigns, fliers and newsletters and so much more.
You can’t do everything but you can create a healthy mix of marketing tools that produce results. With a project management approach to fitness marketing, you first ask yourself if each marketing tool is worth doing in your particular circumstances. The you proceed through orderly steps to implement the marketing program and track the results.
In the Know
With this kind of approach, you would know if that banner is working to find new customers because you would be asking people who walk in the door and recording the results! Project management includes certain phases that guide you through the development of an effective marketing program.
- Determine what is worth doing and what you expect the activity to accomplish
- Define your goals and then measure progress against those goals
- Plan the scope of your marketing program and establish a time frame
- Create a reasonable budget
- Monitor the activities
- Adapt the program based on actual results
By the way, you are not locked in during this process either. Being adaptable is important. If you discover a particular effort is not producing new customers, then you can amend the plan. But here is the important point: You will know for a fact if it is or is not working!
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