Madison Sosebee, the digital media strategist at UpSwell Marketing, shares the power of having both digital and print marketing.
Digital advertising has grown exponentially over the last few years, so much so it’s becoming oversaturated with new content and ads. The competition for user attention is higher than ever, and it’s harder for brands to get in front of their target audience through a digital presence alone.
According to PPC Protect, a typical person can easily expect to see 6,000 to 10,000 ads in a single day. Because of the overwhelming amount of information seen on a daily basis, consumers are learning to subconsciously ignore a majority of the digital ads they are served. Despite this, with the proper strategy, digital advertising can still be an effective way to reach and connect with a target audience.
With the digital content overload and steadily declining consumer attention span, it’s vital for gym owners to communicate relevant content on the right channels and incorporate a healthy mix of both digital and print advertising into their marketing strategies.
A Healthy Combo of Digital and Print Marketing is Key
Fitness clubs are more likely to reach their prospects at the right place and right time with a multi-channel approach. Incorporating both digital and print strategies creates a powerful and comprehensive marketing campaign that is more likely to reach the right audience with the right message.
According to a report from the Digital Marketing Institute, 72% of consumers actually want to connect with businesses through a variety of ways rather than through a singular marketing channel. Combining print with digital strategies not only enhances a campaign’s success, but also gives the user a more memorable experience and builds brand credibility.
Gyms that use a multi-channel approach often see much more business growth. In fact, brands that incorporate both digital and print into their strategic planning retain about 91% more customers than brands that don’t, according to a survey conducted by Aspect Software.
Combining Social Media and Direct Mail
Direct mail offers brands a unique way to communicate with potential prospects. When combined with a cohesive social media strategy, gyms can capitalize on the high engagement of social media and the tangible appeal of direct mail to serve more compelling content. Some of the benefits include:
- Increased brand recognition.
- Broader reach for the target audience.
- Boosted engagement rates.
- Improved customer retention.
Gyms can easily promote content and generate interest in their marketing efforts by combining direct mail and social media. Direct mail can serve highly personalized messaging and reflect the consumer’s interests. The campaign messaging can then be shared on social platforms the consumer will recognize, increasing brand recall and lead generation.
Fitness centers must fight for the attention of potential prospects on social media and digital marketing platforms. An integrated direct mail campaign offers a way to cut through the noise and digital clutter, allowing consumers to digest brand materials on their own time and with less competition.
