If you want to increase the success of your sports centre, you should consider implementing a proximity marketing strategy. Often, users are key to the growth of a sports centre, but it can be difficult to reach them and optimise your resources. This is where proximity marketing can make a difference. In this article, we will explain what this strategy consists of and how it can help you in the management of your sports centre.
What is Proximity Marketing?
Proximity marketing is a marketing strategy that has recently emerged in response to the need to reach the local market. Now, instead of promoting a center broadly and generally, the aim is to limit the reach of campaigns by proximity.
Not all sectors need to use this technique, but in the case of gyms and sports centers, it is essential because: what sense does it make to promote your sports center in another province? Isn’t it more logical to do it in your own city and thus optimize the available resources?
This strategy is based on logic to position a center within a reduced geographic range, usually within a city. In this way, you can compete more effectively with your competitors and improve user acquisition by taking advantage of the feeling of proximity.
What are the advantages of including this strategy in your sports center?
1. Greater personalization
If you reduce the scope of your ads, it will be easier to create personalized marketing campaigns based on the habits, tastes, and interests of your target audience. This makes it much more likely to impact effectively and attract new users.
2. Reduction of marketing campaign budget
One of the benefits of proximity marketing is its ability to impact people who live near your sports centre and are more likely to attend. By narrowing down the geographical reach, it is possible to significantly reduce the budget of marketing campaigns as you target a more specific and relevant audience. This way, you can reach fewer people, but in a more effective and precise way.
3. Increased personalisation of your sports centre’s messages
By reducing the geographical reach of your proximity marketing campaigns, you can target a more specific and relevant audience. This allows you to personalise your messages and make references to local topics, festivities and other aspects that emotionally connect with your audience. In this way, you can create greater identification of the public with your sports centre, which translates into greater loyalty and satisfaction from your potential customers.
How to implement proximity marketing in your sports centre
Implementing a proximity marketing strategy can be the key to increasing the visibility and success of your sports centre. Despite what you may think, you can implement it through very simple actions that will cost you very little, and will allow you to implement this strategy. Here are some possibilities:
1. Use of QR codes
QR codes have become very popular and are a very useful tool for implementing proximity marketing.
You can place them in advertising spaces in your city and make people access welcome promotions, training video tutorials, and more, just by scanning the code. All this content can be easily programmed with software for sports centres.
Our recommendation is that you take full advantage of this tool in your marketing strategy, as it is a good differentiation technique. For example, you can include a video tour of your sports center in the QR code so that people can familiarize themselves with it. Keep in mind that part of your target audience may feel insecure because they have not heard of your center or have never been there.
2. Design an email marketing strategy
Email marketing is an effective strategy that many sports centres use to promote their services. In exchange for something you offer to your potential customers, such as a discount or a free guide, you can obtain their contact information, usually their email address. This way, you can build a database of potential customers to whom you can send emails with promotions of your sports centre, special offers and even personalized offers.
To design an effective email marketing strategy, it is important to segment your database based on the interests, needs and behaviour of your potential customers. This way, you can send more personalized and relevant emails to each group of potential customers, which will increase the effectiveness of your email marketing campaigns.
3. Using geolocation on social media
Would you like to know how to use social media to promote your sports center? An effective and simple strategy is to use Instagram’s geolocation feature. Through this option, you can upload geolocated stories and posts to appear to people who are near the location of your sports center.
It is also important to interact with your followers to create an online community that supports you and gives visibility on Instagram. To do this, start by following users you already have on social media. Take advantage of the benefits of social media to attract more clients to your gym!
As we have seen, proximity marketing has become a fundamental tool in the management of sports centers and gyms. Reducing the reach of advertising allows you to reach a more specific and close audience, which results in a much more effective strategy in terms of conversion and loyalty.
