Member Insight Report

SAMPLE CLUB

MARKETING RECOMMENDATIONS So, how do you use these new insights? Based on your member dot map and postcode sector breakdown, you might consider marketing activities such as: 1. Leaflet drop to postcode sectors with a penetration rate over 6% ■ It’s not uncommon for gyms to get a significant proportion of their members from just two or three postcode sectors. ■ A postcode sector is defined as the first part the postcode, plus the first number from the last three digits (e.g. KT16 8). Postcode sectors can vary in size from a few hundred to several thousand households. A rough average would be approx. 3,000 households within a single postcode sector. ■ While it might feel tempting to target postcode sectors with low penetration, we advise not trying to buck the trend. The table on page 6 shows where your members come from – and where our experience says they will continue to come from. ■ There are many local leafleting providers, and even more part-time workers prepared to do some leafleting in your area. However, for a reliable campaign, we would recommend Royal Mail Door-to-Door. You can register for an account here: www.royalmail.com/business/marketing/ mail/door-to-door . Prices are £65.99 per ‘000 leaflets for quantities under 25,000, with reductions for larger door drops. 2. Meta advertising ■ Over the past decade, paid advertising (as opposed to a content post) on Facebook & Instagram has become a key marketing channel for most gyms. ■ However, geo-targeting the correct areas is not as common. Many gyms waste significant ‘click’ budget on enquiries from outside the catchment area. Use your member dot map to ‘Drop Pin’, then compare your catchment area on Meta with the member hotspots we’ve identified in this report. The areas of overlap are the areas you should be targeting with your paid Meta advertising. ■ All targeting can be managed in Meta Business Profile > Ads Manager.

3. Google Advertising ■ Advertising on Google has evolved considerably. Rather than simply relying on keywords, Google Performance Max now allows gyms to use photography and video to target potential members through Search (aka Adwords), Display and YouTube. ■ Geo-targeting has improved too: campaigns can now be focused around specific locations. This allows you to approximately map – and target – your key catchment area(s). ■ Furthermore, the ‘Interest’ targeting feature allows your business to focus advertising spend on people within your catchment area who have shown a specific interest in fitness and/or gyms. ■ Google Ads wizards are also very intuitive; it’s easy to make a start on your Google Ads campaign while staying in full control of your daily budget.

If you require further assistance with your marketing campaigns, from planning to booking to execution, we would be delighted to help. Please contact Leisure DB to discuss your needs and request a quotation: enquiries@leisuredb.com

MEMBER INSIGHT REPORT

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