Why you should think small

Hossein Noshirvani

Co-founder and executive vice president,

Motionsoft

I read an interesting article recently on why people think/act the way they do. Specifically, the article reported on the efforts of a group of researchers who wanted to see if they could get a bunch of college students to eat healthier lunches. The researchers divided the students into two groups and tested different messages.

The first message was big and audacious, with posters designed to put up all over campus explaining to the students how healthy decisions today would lead to a better quality of life.

The second message was simpler, with the researchers proposing to write: “Make better lunch decisions,” on students’ lunch trays.

Prior to the research actually being carried out, the messages were shown to a range of people. Everyone interviewed declared the first message to be the winner. It was bigger, smarter and spoke to the human desire to achieve. Meanwhile everyone who saw the new and ‘improved’ trays thought they were crass and ineffective.

Then the researchers put it to the test. The ‘big’ message was rolled out on one campus, the tray message on another. Guess what? Those who had the message on their trays ate 25 per cent fewer calories, and when they went home to eat dinner, they continued to make smarter eating decisions.

What does this have to do with our industry? My theory is that we’re positioning ourselves incorrectly. We have more clubs that are more affordable and more convenient than ever. Yet the total number of people who exercise, as a percentage of the population, hasn’t really changed.

I’d argue that it’s our message. Let’s get real for a second. When I read that exercise will make me healthier and happier, I have no idea what that actually means. It’s too big. There’s no immediacy.

However, if I saw something that said: “Work out today so you can eat a bigger dinner without having to buy larger clothes” – that speaks to me. What I’m saying is, it’s okay to think globally (big), but you should act locally (small).

The full article is available to read at http://lei.sr?a=A5w1m

In a study among US students, simple messages were most effective in prompting healthier lunch choices / photo: www.shutterstock.com/Lucky Business

Ask the experts: Targeting different demographics through mass marketing

What are the best ways to target different demographics and mass market to them more effectively? Tracey Bourdon, head marketing coach for Susan K Bailey Marketing & Design, offers her insight on this topic:

Tracey Bourdon

Head Marketing Coach,

Susan K Bailey Marketing & Design

What are the best ways to target different demographics and mass market to them more effectively? Tracey Bourdon, head marketing coach for Susan K Bailey Marketing & Design, offers her insight on this topic:

“First, solicit the help of a full-service marketing agency that can identify where your current members reside and the demographic profile of those neighbourhoods. This should help you identify ‘like’ populations that would be good prospects for club membership.

“Second, ask for a search of local residents who meet whatever demographic profile you determine is a great target – for example, homes with children aged five to 13 years, or women in the household with incomes over US$70,000. This is invaluable information, as it allows you to precisely market to only those households that meet your criteria.

“Finally, use a variety of marketing tools such as email, guerilla material, Facebook and other social media to spread the word about your promotions and programming. Engage your members in sharing the word about your club and leverage the power of your happy members. Testimonials are still the best form of advertising.

“Always keep in mind that people don’t buy fitness. People buy what fitness can do for them. Your advertising must appeal to a need or desire.”

Read more answers to this question at www.ihrsa.org/industryleader

Leverage the marketing power of happy members / photo: www.shutterstock.com/Dean Drobot

About IHRSA

Founded in 1981, the International Health, Racquet & Sportsclub Association is the only global trade association, representing more than 10,000 health and fitness facilities and suppliers worldwide.

To learn how IHRSA can help your business thrive, visit www.ihrsa.org
Locate a quality IHRSA club at www.healthclubs.com