A lot of owners and managers out there have convinced themselves that marketing is some kind of voodoo… a pinch of this, a lock of hair, some combination of esoteric ingredients, and an arcane incantation and poof…a successful marketing campaign.
It’s not very constructive to view marketing as voodoo because it takes your power away and gives it to some mysterious all-knowing shaman (read industry expert).
Of course, industry experts want you to believe its “magic” because that puts them in control… a pinch of colour, a big headline, a combination of tagline, font, image, and copy, and an irresistible offer and poof… a successful marketing campaign.
I have talked to owners and managers who have said that they are spending their time thinking of “prizes” or “incentives” to convince new members to join and I know of some consultants who will sell you a “spin and win” wheel.
It’s completely the wrong focus. We need to focus more on negative reinforcement and not just positive reinforcement… throwing prizes and incentives at new members.
Don’t get me wrong people do love free stuff… but once the free prize high wears off the negatives remain. And the negatives are why your new member will leave... free prizes and incentives are only a band-aid solution.
We know why people don’t join… and guess what, free prizes don’t address those issues.
Sure there are certain conventions to marketing but they are relatively straight forward (you can learn them in a day) it’s definitely not magic…
…if you want a more scientific approach to marketing read The New Rules of Health, Fitness, and Wellness Marketing: A Scientific Approach to New Member Acquisition, Retention, and Long-Term Loyalty.
It’s all about getting the right message, to the right people, at the right time, via the right channel… and once you understand the science behind the “magic” you’ll do much better.
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