How Gym Marketers Maintain a High Quality Marketing Strategy

  1. Multiple person promotions. This idea really started to take off in the late 80’s. The idea was based in the fact that people really see fitness as a social activity and that made health club marketing executives start to implement programs where folk got a serious discount for bringing in two or three friends. While these programs were good in theory, the underlining issues they introduced were soon discovered. First of all, the number of people who took advantage of these offers was much more considerable that was initially inspected. Within weeks gym had doubled and tripled their member list and before the problem could be set straight the gyms were overcrowded and the new customers left after seeing how little space the fitness centers offered. The older cliental also dropped off significantly, as they saw the huge advertising campaign as a sigh that their friendly local gym was turning into some massive cooperate complex. The second flaw that accompanied this plan, which few predicted was the fact that most people already sign up for gym in groups of two or three and by offering these incentives, the company did little to add new names to their gym roster and much more to just lower the prices of their gym memberships. After only a few months on the market the plan was dropped by most companies and has not seen any serious return since those days.
  2. Homegrown gym websites. During the first years while the internet was still in its infancy, homegrown websites were popping up by the thousands each day. Fitness clubs were no exception either. There were hundreds of companies who tried their hand at starting their own online sites and some of them had relative success while the interne was still new. Over time however. The internet developed and many companies stated to specialize in online web design for gyms. The companies who still had more basic web designs couldn’t keep up with the complex new companies and the level of quality they were producing on the internet. gymmarketinggurus.com became an especially hard hit for the simple gym websites and before long it was more that clear that in order to compete with the big dogs, you had to hire a company whose specialty was web design to keep up with the new order.
  3. Radio gym advertising. It probably has less to do with the gym industry and more to do with the overall collapse of radio advertising but it still stands as one of the channels of media that has fallen furthest from its original success. Radio was once one of the best ways to mass communicate with people across the country. Everyone from the president of the United States, all the way up to the local Sunday music band would use radio as their medium of communication and that was a trend that stayed around for a long time, even when TV had already hit the scene. Gyms advertising on radio programs continued to be a major industry until the late 80’s when the combination of more frequent TV watching and the introduction of the internet combined forces to bump radio out as a serious adverting method forever.
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