To continue to attract members, you have to approach the market smarter. At least that is what Neil Doherty, the executive vice president of Epsilon Local, said in a recent webinar hosted by Club Solutions titled “Increase New Member Conversions Using Geo-targeting in Your Marketing Campaigns.”
According to Doherty, a great way to approach the market smarter is through geo-targeting.
WordStream defines geo-targeting as “the practice of delivering different content to a website user based on his or her geographic location. Geo-targeting can be used to target local customers through paid (PPC) or organic search.”
Essentially, geo-targeting allows you to personalize your marketing to specific demographics or types of members.
According to Doherty, the key is to identify your member base — the members that stay the longest, spend the most money and who are your biggest brand advocates. Then you need to find more of those members. Geo-targeting helps you do so.
For this to work, data is important, including but not limited to:
- Active members
- Former members
- Location addresses
- Competitor addresses
“The reality is that health clubs today, while the industry at large continues to grow, has never been more competitive,” said Doherty. “So it’s really important that we make sure we’re aiming for the right targets, and that our dollars are being spent efficiently and effectively.”
This again, is where the geo-targeting comes into play.
To find out exactly how to take advantage of geo-targeting, view Epsilon’s webinar here.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
