Why is Strategic Marketing as important as Tactical Marketing?
You may have the most beautiful postcards, website, brochures and sales team in the state. Your club might be called “the best” by every member who’s joined. If the marketplace perception is that you are no different and just another gym in town (Outside Perception) it doesn’t mean a thing what you and your members think (Inside Reality) about your club. You will never dominate your market. Great marketing creates a bridge between your Inside Reality and your Outside Perception. The only way to effectively do that is with very strong STRATEGIC marketing. What we mean is the “What you say” and the “How you say it”. Strategic marketing that is developed for you that is combined with any tactical piece will lead your prospects to draw the conclusion that they’d have to be a fool to join any club other than yours, regardless of price.
