When it comes to marketing, there’s loud and then there’s smart. You can try paying for a saturation campaign, or take a more targeted approach to marketing. One’s easy—you open up your wallet—the other takes expertise of today’s diversified communication channels. That means taking advantage of every tool and platform available. This is known as the “omnichannel” approach.
In an article, “The New Omnichannel Club,” in the August edition of Club Business International, industry experts stress that to be successful, today’s health clubs need to exist in a vast digital landscape that’s seamless and on-demand 24/7.
“Accessible 24/7, they’re powered by cloud-based mobile technology with minimal friction points. They offer revenue opportunities for upselling and marketing promotions, while working as a cost-saver in automating basic member services. AI messaging, machine learning, and chatbots can provide functions that once required paid staff, helping to lower labor costs.”
Delivering services to your members is one thing. You know where they are. You can offer a broad spectrum of on-demand services to direct accounts and destinations.
When it comes to marketing, it’s a different landscape. You’re reaching out to prospective customers and that means promoting your brand through a dense array of digital channels. And you have to know how to target those in your community. Even if you’re marketing video content to consumers beyond your health club’s region, you need to concentrate on local prospects to build your membership base.