Here’s another insight courtesy of Michael Scott Scudder’s e-mail newsletter FIG Leaves… Change in Advertising/Marketing: Newspaper no longer works; direct mail now gets ¼ of 1% response for most clubs; less walk-ins; percentage of members secured by referrals at a 10 year-low; Facebook and other social media commanding more and more attention from potential consumers.
These insights parallel what I have been saying for a while… traditional media is struggling to deliver on member acquisition for most clubs.
If you want to know what to do about it read The New Rules Of Health, Fitness, And Wellness Marketing: A Scientific Approach To New Member Acquisition, Retention, and Long-Term Loyalty it is available as a free download.
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