August 2016 Cover Story Preview: The Science of Club Marketing – With the Advice of Club Marketing Pros
Posted: August 9, 2016 in Other News
Justin Cates
As health and fitness professionals, we know the formula to a healthy lifestyle. It’s not really that complicated. Yet, our industry has developed around it, and it keeps us all employed in a profession we love. Stripping that formula to its simple core, it consists of eating and drinking the right things in the correct amounts, staying active with appropriate exercises in the proper form and resting the body adequately after exertion. Now, in 2016, it’s no secret that the end users of our industry know what used to be our secret… the formula, as well. So, why do they continue to include our industry in the mix instead of doing it on their own? The reason is because knowledge and execution are two very different things.
The same idea applies to the concept of club marketing. We all know it is mostly likely good for us, so we should do it. However, when it comes time to execute, many have trouble. Whether it is what exactly should be disseminated to the market or consistently setting money aside to ensure the next quarter’s campaigns… the list of reasons why club operators don’t do it, or get it done in time, could fill a page! This is why you may bring a marketing professional on staff or contract out to a company with the expertise and a track record of success. Like the end user of our industry’s facilities paying for their use and the expertise associated with them, you know marketing is good for your company, but you just may need a little bit of help.
This month’s cover story is all about getting you pointed in the right direction in the world of club marketing, if you are not already headed that way. And, if you are, there is still some valuable information contained in this article you may be able to apply to your future plans. Some of this information you will have heard before. That’s okay, and I would urge you to read it again because things that repeat themselves are often the most important things to be aware of. Conversely, some of this information may also fly in the face of what you know to be true within your market(s). That is one of the facets of marketing that is so fascinating: what works in one place, under similar conditions and demographics, may not work in another. Marketing is a constantly evolving science, and I venture to say it is one that can never be completely known because the variables are always changing. Some may ask, ‘Then, what’s the point?’ I would answer: You will never know until you try. So, try hard and try often.
Moving on to the core of this month’s cover story, let me introduce you to the kind panel of marketing professionals who took time to speak with me on the subject. They are:
•Jon Butts, President of Muscle Up Marketing;
•Tracey Bourdon, Marketing Coach at Susan K. Bailey Marketing & Design;
•Derek Barton, Owner of Barton Productions;
•Rich Boggs, CEO; and Terry Browning, President, of MOSSA.
Between the viewpoints of our panel, you will see various points of overlap, especially when it comes to the state of classic price-based marketing campaigns. You will also see various differences of opinion. As mentioned before, that is just the science of marketing, and it is here to stay. So, I now invite you to grab something to write with; you are going to need it. Then, I invite you to read on. And, of course, thank you for reading Club Insider.
Read all about it in the upcoming August 2016 Edition of Club Insider!