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Current Issue In Print The Essentials

Building Excitement Around Your Brand

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It seems easy for the top brands in our everyday life to incorporate fun and excitement in their marketing. The truth is your brand is as exciting as you make it. Often the smallest clubs or studios can generate enough excitement that it expands far beyond the walls in which the activity takes place. 

With a few simple marketing tactics, you can make your club not only worth talking about, but something that contributes to a customer’s lifestyle.

As marketers, we are committed to build up the hype around our brand. By following trends online and through social media, we can seek to find what our audience wants and in turn, make that a reality for them. It’s not about what you offer, but how you make members feel by being a part of your club and the community you foster.

The question is, how do you make your brand so exciting that your members feel compelled to represent and share what you do and who you are? 

Celebrating milestones within your club is a good place to start. This can be an answer to a request, a solution to a problem, a vision come to life or general club news. Let your members know you are listening to them and making positive changes to enhance their experience. The way you communicate to your members is what makes these milestones exciting.

Communicating your appreciation for growth and positive change can be written, visual or celebrated through impactful events. We like to celebrate our members daily. On social media, we celebrate a member’s weight loss and commitment to a healthy lifestyle, or when we welcome a new trainer to the team. Through email, we communicate construction projects and how we are evolving to create a better experience. In the summer, we celebrate the good weather or the start of football season. 

These day-to-day happenings are exciting to members because we are talking about them. If they connect with what you have to share, they will share it, too. 

The key to remember is your members are your biggest advocates. They will help you build up your brand if they feel you are advocating for them inside and outside the club. Celebrate your club’s successes and vision, but also the members that contribute to your excellence. 

Nicole Beck is the marketing manager at Newtown Athletic Club.

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