Have Postcards and Direct Mail Died?
How to Create Marketing that Get People to Take Action,
Become Your Prospects and Join Your Club
Remember the good old days of health club marketing? You would have your printer throw 5,000 over-sized postcards out into your community and then watch people come thru the front door over the next week or two. You would tour them and they would join that day. Sadly, it's not so easy any more.
What changed over the past 10 years?
In a word - EVERYTHING. People get 5 times more junk mail today than they did 10 years ago. Worse yet, there are more gyms today from which to choose in your area. Even the way people look for a club has changed, thanks to the internet. As a result, there is more "noise" and distractions causing people to have a shorter
attention span. How can we possibly get their attention?
Let's start with your typical prospect and what goes through their heads each day. What do they do with their mail when they get home? If they are like most of us and probably you, they sort it - bills, personal, magazine and "junk" for recycling. What goes in junk? Flyers. Ads . Bulk letters. Other crap; and all that other NOISE.
Guess which pile your postcard goes into...
You are praying that of the 5,000 people who get your expensive postcard, 1,000 don't put it in recycling right away. You are then hoping of those, 100 are even THINKING about joining a health club. And finally, you keep your fingers crossed that 25 of them either call your club (to likely ask you "how much does it cost?") or maybe
actually come walking through your front door.
So, I ask you - How's that working for you these days? Not so good, I imagine.
For most clubs with limited advertising budgets, I would stay away from postcard mailings all together. There are better ways to drive traffic and sell more memberships than postcard mailings. For some clubs, postcards may prove to be part of a well constructed and integrated marketing strategy.
So if you are going to do postcard mailings, at least give yourself a fighting chance to break through the noise, get your marketing noticed and get people who are actively seeking a club membership on your radar screen.
Here's how to do it:
1. Keep your postcard simple. The goal is to get people to take
the next low-risk step of getting to know your club better.
2. Highlight the benefits of membership; not the features of your
club. People want to lose weight, get fit, have fun and feel
energized. They could care less about your club or you.
3. Have one (1) offer that requires someone to register or download
it from your website. Not 3 offers. Not 5 offers. Just one.
4. Set up a landing page to receive the people who log on to your
site. Ask for their Name and Email address only. Deliver to them
their coupon to redeem your offer (7 days free, Free Training
Session, $100 of Enrollment Fee, etc.).
5. Make the offer time sensitive. Create a sense of urgency.
6. Drip market on them. Encourage them to come experience your
club first hand.
7. Monitor your web sign ups and be patient.
People who get your postcard and are ready to join this week will come in right away; regardless of your offer. Your postcard may be enough to get them to drive over to your club. For the other 97%, you want to capture their information, give them something of value and let them go through the typical buying cycle.
Old marketing is dead. You must adapt your marketing to the way people want to buy.
Remember, people HATE being sold, but they LOVE to buy. Do it on their terms to crush your competition.
Until next time...