TAKE THE NEXT STEP
NOT JUST WHERE, BUT WHO In this report, we’ve shown you where your members are – and with it, where you’ll find the most new members. And that, of course, is a great first step, allowing you to intelligently focus your marketing campaigns in areas of maximum potential ROI. But knowing where to market is only half the picture. You also need to know what to say. What message will be most compelling to prospective new members? To work that out, you first need to know who your members really are. What’s their demographic profile? What motivates them? What’s their lifestyle beyond the gym? And does this differ between your key postcode segments? Only armed with this knowledge can you create campaigns that truly hit the mark – campaigns that say the right things to the right people at the right time, to attract more customers who look like your existing loyal members. That’s why we strongly advise you also invest in a Leisure DB Membership Profile Report. Using the UK’s premium demographic profiling system (Mosaic from Experian – see next page), this report cross-references your member location data with the Mosaic database to build a detailed profile of your members. It provides invaluable insight into your existing members – their income and life stage, their qualifications and digital habits, and far more – to help shape the messages, offers and media channels of your future campaigns. Crucially, it also tells you how many more people with this profile live within your catchment area, allowing you to even more precisely target specific areas with specific messages. (Incidentally, Leisure DB can go a step further still, not only providing target market numbers within your catchment, but also penetration forecasts – and with it, an accurate prediction of how many more members you can attract. This is our latent demand report and is the gold standard for new and existing sites alike. Get in touch now to discuss a latent demand report for your club).
MEMBERSHIP HOTSPOT REPORT
10
Made with FlippingBook Digital Proposal Creator