If you are looking for the most effective form of gym and fitness marketing then you need to consider direct mail marketing. You will be surprised to find out that it actually produces a high response rates from prospects in your local neighborhoods. With direct mail marketing you can target the prospects you want based on the client or member that your product appeals to. You are able to narrow down you potential members by income, age, household makeup, health, particular neighborhood, lifestyle characteristics and business profiles. Having the proper implementation of a direct mail advertising campaign can be the difference in your targeted customer choosing you over the competition. You are able to build a good mix of customers with various physical training levels by creating the right direct mail lists that coincide with each category. With direct mail you can create a branded postcard that not only markets your fitness center’s greatest features but also allows you to track the performance of the direct mail campaign. Even though the Fitness industry took a hit with COVID-19 and quarantines, it starting to experience significant growth as gyms reopen. Adding in a direct mail marketing campaign can help you obtain new relationships with the right customers for long-term.
The most cost-effective way your new members excited about joining is with the us of fitness direct mail marketing. You can design a mailer that uses high-gloss, eye-catching postcards to announce your fitness classes, new machinery or special events. You should be sure to direct these mailers to people who live nearby. Regular gym goers prefer to go a fitness facility that is close to their home, (normally within 10 miles of their home). Convenience can make or break a deal, so you should try and target neighbors and areas that are close to your business.
Saturation mailings or Every Door Direct Mail (EDDM), target everyone living within a specified area through carrier routes. Mailing to everyone that lives within a carrier route also allows the USPS to provide the lowest postage rates possible. Everyone in that area should be viewed as a prospective member regardless of their age, income levels, etc. Everyone in this area is a part of the neighborhood and you want to be know as the neighborhood workout center! While this a great way to reach everyone in the area, EDDM may end up sending to people who are already members of your Fitness center. While this might seem repetitive, you want to think about the possibility of your current members may having a son, daughter, mother, etc that is not a member but could potentially become a member with a little reminder or incentive. This could be the catalyst to get the rest of the family to join.
The success rate of direct mail campaigns in fitness marketing is undeniable. Fitness marketers want to make sure that their ads are being read by prospective consumers. So you want to start with the most direct and personal avenue and enlist direct mail. The success rate for direct mail in the fitness industry is dependent on its response rate and it is generally very high. Now you will still need to create a strong offer that is accompanied by a bright and colorful visual that will attract the numbers you are looking to acquire. You should develop a detailed profile of the target market such as age, socio demographics, life stage, location, industry sector, and lifestyle. Make sure to consider all aspects of your prospects such as how they feel about fitness, how they implement fitness in their lifestyles and what they will feel about fitness after a few weeks time. You will then design your campaign around answering those questions. If your market is for seniors, step into the shoes of a senior. If it is around general fitness maintenance, then design around the everyday action of fitness.
Direct mails offers the ability to change the perception or create a better understanding of your service/product. Because you have decided to approach your prospect and give them the mail directly right at home, your customer might be likely to read it. Remember that direct mail is clearly different than just reading a newspaper ad or switching through television channels. Direct mail is putting your information right into the hands of the consumer! The average response rates of direct mail is 8.8% to consumer mailings and 8.4% to business-to-business campaigns. If you mail 5000 postcards at these response rates, you should get over 400 new inquiries! Not bad! Direct mailing can be a very effective tool in your marketing game plan!
At Dynamicard create professional-looking mailers, complete with your own logo. We feature high-value content to get the best reach possible for prospective clients. Our mailers are fully customizable and allow you to connect with your community. This customization makes our mailers even more informative and effective. The possibilities are endless! Mailers can advertise new membership services, provide coupons or even show off new facilities! Direct Mail Marketing is a powerful way to build and maintain your client base.
If you’d like to find out more information about how your home improvement business can benefit from direct mailer, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
