Health & Fitness Direct Mail Success Story

Health & Fitness Direct Mail Success Story

Customer Objective

A Planet Fitness franchise owner wanted to increase gym membership and grow market share for an existing location.

Campaign Strategy

  • Target consumers surrounding locations, reaching 71,000 households

  • Utilize aggressive offers and highlight key differentiators:

    • Open 24 hours
    • Extensive equipment
    • FREE training
    • $10/Month- No Commitment Membership
  • Mail the Impact Postcard due to cost savings over solo mail options

  • Establish a mailing frequency to keep the Planet Fitness name in front of their current and potential customers

Campaign Results

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The mailing produced over 800 new members and grew market share for the location
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Fitness Industry Challenges

The fitness industry has its share of unique challenges. Consumer motivation is unpredictable, making churn an issue. Another is high competition with the growth of CrossFit, Pure Barre, and yoga leading gyms to offer more competitive pricing and group fitness options. Add to that the challenges of COVID-19, and brick-and-mortar fitness centers are facing challenges unlike anything they’ve seen before. Despite the negative impact on these businesses, forced to close their doors for weeks or months, consumers are still interested in exercise and fitness. This presents an opportunity for gyms and fitness centers to engage consumers and get them back in the gym.

Fitness
Industry Trends

The fitness industry has its share of unique challenges. Consumer motivation is unpredictable, making churn an issue. Another is high competition with the growth of CrossFit, Pure Barre, and yoga leading gyms to offer more competitive pricing and group fitness options. Add to that the challenges of COVID-19, and brick-and-mortar fitness centers are facing challenges unlike anything they’ve seen before. Despite the negative impact on these businesses, forced to close their doors for weeks or months, consumers are still interested in exercise and fitness. This presents an opportunity for gyms and fitness centers to engage consumers and get them back in the gym.

Health & Fitness Industry Trends

  • Gyms today are competing with virtual options, too. Fitness app downloads increased 46% worldwide during the first 6 months of 2020.

  • 64% of  health/fitness club regulars say “exercise more” is one of their goals for the next year.

  • 54% of health/fitness club regulars say to “eat healthier/lose weight” is one of their personal goals for the year.

  • 37% of gym members surveyed indicated they would work out more after COVID-19, and half of those said they are motivated to do so by a renewed appreciation for their health and well being.

  • 18% of health/fitness club regulars say they would like to switch to a different gym or health club in the next 12 months.

Sources: Consumer Fitness Survey Finds Post COVID-19, Billions in Spend Will Be Lost or Reallocated in Massive Industry Transformation (Harrison Co. Survey May 2020), AdMall AudienceSCAN 2020.

Opportunities for Fitness Centers to Grow Their Business with Direct Mail

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.

  • 46% of consumers are more interested in deals, coupons, or promotions since before the pandemic. Now is the time to adapt your marketing strategy to draw in new members and engage members who have been inactive or lapsed during the pandemic

  • 58% of health/fitness club regulars read the ads they get in their mailbox.
  • 61% of gym members responded to an ad in the mailbox in the past 12 months.
  • 31% of health/fitness club regulars say direct mail is the best source for finding coupons.
  • Adding a direct mail component can increase the effectiveness of a multi-channel marketing mix. In fact, a fitness center client recently saw memberships nearly double 6 weeks after completing a multi-channel campaign that included Mspark shared direct mail as a campaign tactic.

Sources: A Look at Consumer Behaviors in a COVID-19 World; AdMall AudienceSCAN 2020

Direct Mail’s Influence on Fitness Customers

Adding direct mail to your marketing mix increases response and makes a lasting impression for your business, ultimately driving traffic and increasing ROI.

  • According to the 2018 Data and Marketing Association Response Rate Report, average direct mail response rates come in at 9% for a house list and 5% for a prospect list. This is nearly double the response rates reported in 2017 and a testament to how data and precision targeting can produce better results with campaigns.
  • 72% of households either read or scan advertising mail received.
  • Direct mail tends to require 21% less cognitive effort to process than digital media and elicits a much higher brand recall.
  • 54% of recipients have tried a new product, service, or establishment after receiving promotional mail.
  • When print is paired with digital media, advertisers see as much as a 30% lift in response.

Sources: USPS The Household Diary Study, Mail Use & Attitudes in FY 2018; Canada Post, 2015; 2018 Data and Marketing Association Response Rate Report.

How Do I Find My Best Fitness Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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