Fitness Centers are tightening their budgets and many of them are cutting their marketing budget. I understand that these times are tough and I know that many Health Clubs are even laying off employees, but it is important to understand that cutting your marketing budget can often cause more harm to the growth of your Health Club than you realize.
Studies have shown that Fitness Centers that continue to market during tough economic times often see growth during those times, where businesses that cut their marketing budget will often see a decrease in sales.
It’s not time to cut the marketing budget, it’s time to re-evaluate your marketing and analyze what is working and what’s not. Take time to explore new options of marketing that cost less, but can still deliver the results you are looking for.
We cannot ignore these financial difficulties that our country is facing, but today I want to help you understand the importance of marketing during the recession. Learn how to set a marketing budget that you can work with, and explore popular no cost to low-cost marketing tips that you can begin implementing today.
Every health club owner should develop a written guideline that sets forth the club’s marketing strategy. This document is used to judge the appropriateness of each action that the business takes. If a fitness center has to take an action that is off-strategy, it may indicate a temporary emergency action prompted by competition or other factors beyond normal management control. Or it may indicate the need to change or revise the club’s marketing strategy.
A good marketing strategy provides specific goals and can include:
• a description of the key target buyer/end user
• competitive market segments the fitness center will compete in
• distribution channels
• the unique positioning of the club and its products versus the competition
• the reasons why it is unique or compelling to buyers
• price strategy versus competition
• marketing spending strategy with advertising and promotion
• possible research and development
• market research expenditure strategies.
An overall fitness marketing strategy should also:
• define the fitness center
• position the club as a leader, challenger, follower, or niche player in the category
• define the brand or club personality or image that is desired in the minds of buyers and end users
• define life cycle influences, if applicable
Strategy statement tests. If the statements in your strategy are measurable and actionable and work to differentiate your company and products apart from the competition, congratulations! If they are not measurable and actionable and do not differentiate your company from the competition, revise them until they are.
A good working marketing strategy should not be changed every year. It should not be revised until company objectives (financial, marketing, and overall company goals) have been achieved or the competitive situation has changed significantly, e.g., a new competitor comes into the category or significantly different or new products emerge from existing competitors.
While a comprehensive marketing plan can be a vital component to any business plan, it’s often neglected by small business owners, online business owners and webmasters, and independent or creative professionals, for a few reasons:
• They simply don’t want to put the effort into writing a full marketing plan.
• They’re too short on time to write a comprehensive marketing plan.
• They don’t know how to write a marketing plan, and are flustered by the process.
A one page marketing plan can, in these cases, be a viable alternative to a full marketing plan, while still touching on important marketing strategy areas. This sample includes a variety of marketing areas that should be addressed.
A one page marketing plan can, in these cases, be a viable alternative to a full marketing plan, while still touching on important marketing strategy areas. This sample includes a variety of marketing areas that should be addressed. Use the following guide to help you fill out your one page marketing plan:
