21.5 Marketing Strategies That Produce Profit
If the number of sales leads in a health/fitness club could be increased by 10%, it would have a profound effect on their profitability. Given that the existing exercise market, i.e., the individuals who currently belong to health/fitness clubs, often appears to be circulating from club to club in search of the best deal, the real challenge for the industry world-wide is to attract the “borderline bunch”—the massive number of people who, according to just about every survey that’s ever been conducted, say that they know they should be exercising, but still don’t. 21.5 Marketing Strategies That Produce Profit features ideas on how to fill the sales pipeline with practical low-cost, high-value promotional ideas that are designed to target the people who should join a health/fitness facility but never quite get around to doing so. Among the topics covered: what is marketing, nine truths about marketing, marketing strategies: #21-11, marketing strategies: #10-1, and marketing strategies: #.5. Produced in cooperation with the International Health, Racquet and Sportsclub Association (IHRSA).
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