Health clubs are in a unique position to deliver services that increase physical and mental health. And when done right, clubs can foster community at a time when people feel adrift, stressed, and alone due to financial pressures and the anxiety created by technology, including social media.
For health clubs to appeal to Millennials and the younger Generation Z, who have similar profiles in health and attitudes, marketers need to appeal to what’s important to them. This is where “emotional marketing” comes in.
Reaching Millennials with ‘Emotional Marketing’
According to HubSpot, emotional marketing is “marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy.” Emotional marketing connects with their audience by enhancing their self-esteem, making them feel that they’re part of a bigger mission. It bonds the brand to the consumer. A good example of successful emotional marketing is the #LikeAGirl campaign from the brand Always.
Studies show that emotional marketing, when done well, works wonders. Thirty years of case studies analyzed by the Institute of Practitioners in Advertising (IPA) found that “campaigns with purely emotional content performed about twice as well” compared to marketing that used rational persuasion to appeal to consumers.
If you’re recruiting the most valued demographic in the health club industry, you need to build an emotional connection with your prospects. For Millennials, that means appealing to their highest priorities. They’re seeking ways to improve their mental health, reduce anxiety, and promote wellness.
An aspect of Millennial mental outlook is their feelings of isolation. A study by Cigna found that nearly 50% of Millennials felt lonely much of the time. That tells us that social media isn’t filling the void and may in fact be making young people feel more adrift from others. (Generation Z, the next youngest generation, actually fared worse with higher levels of loneliness among the group.)