In many recent conversations, club owners have told me their current marketing plans focus on guerilla marketing methods. When asked what types, they typically tell me it changes from month to month. I am willing to wager that their business volume does, too.

First, let’s be clear that “marketing” can be defined as everything a club does to solve its customers’ problems profitably. This definition says correctly that a club’s marketing is customer-focused, provides a turnkey solution (not a quick fix), and serves customers at a profit.

Two common, traditional marketing tactics used by clubs are advertising—outbound messaging directed at a target audience of presumably qualified buyers—and events—unique onsite experiences designed presumably to raise the club’s visibility and expose the club to prospective members in a fun, uninhibiting environment.

But research shows that the most successful marketing strategy used by health clubs is referrals from members, which are a direct response to the marketing that clubs direct toward their most qualified buyers: their own members. This differs distinctly from “guerrilla” marketing, where the club’s message is loosely defined, irregularly delivered, and is largely at the mercy of the messenger. It follows that clubs that create a positive, energizing, and consistently satisfying experience for the members they already have, including consistent communication, are rewarded with more members and more profits.

Inconsistency in market messaging or positioning is poison to any product or business, because consumers typically take action only after being repeatedly impressed with your solution to their problem. If they can identify your solution with their problem, and then connect that solution to your brand, you will win their business. This only happens when a market message is delivered consistently and in a manner appropriate to the target audience.

Some clubs’ marketing efforts are derailed due to inconsistency, poor execution, or misguided targeting. Successful clubs will attest that a consistent message, delivered consistently to an appropriate audience over the long term, is the best way to solve its customers’ problems profitably.

Frank O'Rourke