If you had to make a list of some of the most popular New Year’s resolutions that people make every year, “getting into shape” and “becoming more healthy” are usually right at the top. But at the same time, people often break those resolutions for a wide range of different reasons. That usually means fitness clubs see a big influx of new members at the start of the year that quickly wanes over the next few weeks and months… but it certainly doesn’t have to be that way.
With the right marketing strategy for fitness clubs, you can have people coming into your business that stay long after January has ended. All you have to do is keep a few key things in mind.
New Year’s Marketing for Health Clubs: The Basics
By far, the most important thing you can do to make sure that your seasonal marketing efforts are successful involves embracing mailing list segmentation with open arms.
At DynamiCard, for example, we naturally include tools that allow you to leverage both targeted mailing AND unique messaging to your advantage. You can segment your mailing lists based on very precise demographics like men or women, seniors, teens and even people who live in a particular geographic area.
At that point, you won’t just be sending them plastic postcards – you’ll be able to use personalization to really drive that message home. You can let people know that you understand what their goals are and how YOUR fitness club alone can help them get there. You can even send them periodic reminders and notes of encouragement in February, March and April to make sure that they keep coming back for more. Or offer your members a birthday promotion, such as a free personal training session.
With this level of personalization injected into your fitness marketing, people will start to look at your club as more than just another “gym.” You’ll be able to position your brand as one that actually cares about its customers. One that wants to see them succeed. One that is built with them in mind – and that may very well form the basis of your competitive advantage that will carry you into the New Year and beyond.
If you’d like to find out more information about successful New Year’s resolution fitness marketing, or if you just have any additional questions that you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
