It’s very rare these days that you’ll scroll through any social media platform without seeing at least one health-related ad. Whether it’s a customized daily vitamin regimen or easy-to-make nutritious smoothies delivered right to your door, health and wellness offerings and issues have become a fixture of today’s popular culture. One of the main reasons for this is that millennials place a great deal of importance on maintaining a healthy lifestyle.
Not only is this a good sign for the collective health of future generations, it’s also a great opportunity for health and fitness centers to gain new members by providing a service valued by today’s society. According to a 2015 survey from Statista, “On average, over a third of millennials exercise two to three days per week for at least 30 minutes.”
So where does direct mail come in? As mentioned, health and fitness advertising seems to be everywhere online these days. As a result, we become bored with it and fail to notice much of it. That’s precisely why direct mail is a good marketing channel to invest in now. Instead of competing in the oversaturated digital advertising landscape, you can reach your target customers through a different medium that is more memorable.
Here’s why direct mail is a great channel for advertising your gym or fitness center, especially if you’re targeting a millennial audience:
Millennials like receiving mail.
We’ve said it before, but we’ll say it again: Millennials value direct mail! And that’s why advertising via mail is a good idea for many businesses, including fitness studios and wellness centers. This is especially the case for local gyms and small boutique studios which, according to the USPS in its 2016 USPS Customer and Market Insights report, “may be losing opportunities to sell to Millennials if those businesses do not use mail.” Make sure the messaging is targeted to the millennial audience by being to-the-point and transparent about your offer.
Direct mail allows fitness businesses to capitalize on seasonality affordably.
Like many other industries, gyms and health centers experience seasonality. The most obvious seasonal spike? Right around the New Year (resolution season!). According to Consumer Affairs, “Millennials were more likely to make resolutions that would help them improve their life and health compared to Gen Xers.” Using direct mail to reach your audience at the right time—when they are actively thinking about their health and fitness—is a great way to get more people in the door. Instead of competing with high CPMs for digital advertising during this time of year (after all, you won’t be the only fitness business trying to acquire new members!), direct mail guarantees that your message will reach its target audience at an affordable price point.
Tangible offers and exclusive promos work.
Another reason why direct mail is an effective channel for the fitness industry is because it’s a great way to let people know about promotions they can act on in person. For example, send a coupon to potential new members that they can turn in to receive a free 7-day trial. This provides value in two ways: 1) The mail piece itself becomes a memorable branding tool because it is associated with the positive connotation of saving money and the peace of mind that comes with trying before buying, and 2) It leads to an in-person conversion when someone visits your studio to start his or her trial. Compliment your direct mail efforts with a social media paid campaign that targets the same region and millennial demographics as your direct mail campaign. Use similar imagery and messaging so you develop a brand voice with your audience. Getting repeat impressions across multiple channels helps boost ad retention and is more likely to translate into a membership sale.
Are you a gym or fitness studio looking to launch a direct mail campaign? You’ve come to the right place. Contact us for more information.