What is proximity marketing and how can it help you?
What are the proven benefits of this technique for sports centres?
- Increased customisation. The narrower the target audience, the easier it is to target campaigns based on their habits, tastes and interests. This is essential to increase the chances of successful dissemination strategies.
- It estimulates competitiveness. The fitness sector is very competitive. You can stand out by communicating to a select group of people.
- More direct message. Instead of addressing a large target group, you are communicating directly with those who are closest to you. This way, the message is more effective.
Strategies you can start implementing now
QR codes are here to stay. They are extremely useful, since it is possible to physically place them in advertising spaces in your city. This way, everyone will be able to scan it and access welcome promotions, training video tutorials and more. All this content is programmed with a software for gyms.
Our advice is to make the most of them, as they are an increasingly popular resource. You can include a video tour or show them how the machines are used. Remember that part of your target group is made up of people who feel insecure because they don’t know how the world of cross training works.
Many gyms have started to adopt a rather curious strategy. It consists of offering benefits to people in the city in exchange for registering their email address. Most commonly, free WIFI is provided, but basic customised routines and so on are also available.
This involves sending promotional emails that help you generate leads. These people are then more likely to come to your website, where they will learn about your proposal or book their first hour to get started.
Have you thought about taking advantage of social media for your centre? Among all of them, we are going to choose one that has been a great success in gym campaigns: Instagram. On this social network, you have the possibility to upload geolocated stories from your sports centre. As a result, anyone searching for your city will be able to see them.
Social media outreach for sports businesses has proven to be a revolution. To make the most of it, we invite you to interact with your followers. To create a proximity target on Instagram, you have to search for your city and start following the accounts that appear.