Page 112 - My Marketing Sucks Book

Send The Right Message To The Right Person

With our health club clientele, we establish five separate databases for specific
communication strategies. These five include Former Members, New Members,
General Prospects, Missed Sales Opportunities and a catch-all for the club’s
newsletter. Everyone going into any list would by default be added to the

newsletter database, too.

This set-up worked perfectly for each of the different audiences a gym needs to
speak with on an ongoing basis. The messaging is very specific to each segment
and the goals with each group differ. If we are talking to ex-members, we want to
get them back. If we are speaking with new members, we want to welcome them
with open arms and do everything we can to assure they stay as a member for a
long time.

Another good example to illustrate the importance of setting up the proper lists
and segments would be with a baseball academy we introduced to you earlier. It

seems like every week they had a new audience that needed to be segmented.
We found that this type of business requires more targeted lists, due to the wide
variety of services and programs they offer. Some of these services cater to
players. Some cater to parents, some coaches, and some to league

administrators.
So you could see how you would want a different strategy and type of messages