Fitness Biz and Direct Mail Marketing

April 13, 2018

 

 

 

 

 

Direct mail marketing is the best of the best when it comes to the most effective gym and fitness marketing. It produces high response rates from prospects in your local neighborhoods. You can target the prospects you want based on the client or member that your product appeals to. You can find you members by income, age, household makeup, health, particular neighborhood, lifestyle characteristics and business profiles. The right implementation of a direct mail advertising campaign can be the difference in your targeted customer choosing you over the other guy.  You can build a good mix of various physical training level customers by building the right direct mail lists to coincide with each category. You can create a branded postcard that markets your fitness center’s greatest features and then you can track the direct mail campaign’s performance. The Fitness industry is experiencing  significant growth so a direct mail marketing campaign can help you obtain new relationships with the right customers for long-term.

 

Fitness direct mail marketing is the most cost-effective way to get new members excited about joining. You can design a mailer that uses high-gloss, eye-catching postcards that announce your classes, new machinery or special events. And you can direct these mailers to people who live nearby. Fitness buffs like to go workout in the closest facility to their home, (normally within 10 miles of their home), so target just those people. Saturation mailings or Every Door Direct Mail (EDDM), target everyone within a specified area through carrier routes. Mailing to everyone within a carrier route allows the USPS to provide the lowest postage rates possible. Everyone in that area is a prospective member regardless of their age, income levels, etc. They are part of the neighborhood and you are the neighborhood workout center! Even though EDDM goes to every address in the neighborhood and you may end up sending to people who are already members of your Fitness center, your current members may have a son, daughter, mother, etc that is not a member but could potentially become a member with a little reminder or incentive.

It 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 prospective consumers read their ads, so they start with the most direct and personal avenue and enlist direct mail. It, quite simply, is appealing for all involved from sender to receiver. The success rate for direct mail in the fitness industry is dependent on its response rate and it is generally very high. You will need to create a strong offer and bright and colorful visual to attract the numbers you are looking to acquire. Develop a detailed profile of the target market such as age, socio demographics, life stage, location, industry sector, and lifestyle. Consider all aspects of your prospect 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. 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 puts your information right into their hands! 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!

 

We, at Everest Direct Mail and Marketing, 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.

 

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