This week’s blog is a bit different. Why? Because I’m writing it in New York City, versus Louisville, where I’m centrally located.
While here, I’ve been inspired to write a blog on how to stand out in a saturated market. Because in New York City, there are dozens upon dozens of health clubs, boutiques and big-box gyms for residents to choose from.
- Don’t Just Say You’re Different — Actually Be Different
Most gyms claim to have better customer service, better equipment and better Group X classes than the gym down the street. But do you really? And how do you know? If you haven’t scoped out the competition, then you’re essentially blind to what you’re really up against. As a result, be sure to pay attention to what your competitors are doing, and be sure to beat them at the game. Otherwise, customers will likely choose by price or some other factor, versus true differentiation.
- Create Value
You can create value in one of three ways, by offering new value, more value or better value. According to Seth Kahan, “Tradition may tell you that value represents the worth of goods or services as determined by the market, but that doesn’t recognize the most fundamental quality of value — that it is subjective, and can change according to circumstance.”
As a result, take a moment to consider what type of value you bring to your customer, and how it compares to others in your market.
- Communicate How You’re Different
If you truly are different from your competitors (in a good way), then market it. Include it in every piece of branding and PR you do, so that customers have a clear picture of why joining your club will benefit them. If customers don’t know why you’re different, they’ll judge you in other ways that are outside of your control.
How do you stand out from competitors in your market?
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
