Fitness Marketing
Fitness marketing must be aggressive, but only in a way that excites people as to the possibilities when it comes to improving their health. The whole concept of fitness is stimulating and the marketing campaign must reflect the same concept in order to be successful.Stirring Up the Emotions
When you look up the definition of the word excite, you find other words such as simulate, rouse, and stir up activity. Those same words describe fitness exactly and that is the first clue as to what a marketing campaign should accomplish. When you promote fitness, you want to stimulate people to pursue exercise, rouse them to action, and stir up activity such as joining a health club or gym or using your personal trainer services.
If the marketing campaign does not result in action, it is not going to be successful. Anyone who has ever looked into joining a fitness center is probably familiar with the stand-by marketing campaigns that health clubs frequently employ. For example, if you join “right now” you will get a real membership bargain.
After asking around you discover the “bargain” is the standard sale price and most of the members have been paying this so-called low price for years. That is not very stimulating and it certainly doesn’t call new members to action.
A marketing campaign must reflect the same excitement and joy that getting fit causes. Fitness marketing is as much about generating action as it is about conveying information. Just think about the difference between the advertisements on television which show someone simply talking to a fitness club owner as opposed to action shots of full aerobics classes.
Taking Action
When you are deciding how to approach fitness marketing the first thing you need to do is decide the kind of action you should take to reflect what you have to offer. Marketing to 30 year olds is different than marketing to senior citizens. You have to identify the specific fitness market you are targeting and then gear your marketing campaign towards that customer group.
Marketing a fitness center should actually be fun, because getting fit is fun. You don’t want to indulge in the same humdrum approaches that have typified past health club marketing. You can take advantage of the internet marketing opportunities for example whereas this was not an option just 10 yeas ago.
Fitness marketing is all about letting people know you exist and then exciting them to action. You can’t just throw money at marketing and expect results. You have to selectively choose the activities which target specific markets in a way that motivates people to use your facilities or services.
You can rouse people to action with a well planned marketing campaign and that action can lead to your business success. Fitness and fitness marketing should have the same qualities – excitement, stimulation, action and results.
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