Population Statistic: Read. React. Repeat.
Thursday, September 02, 2021

There’s a Lifestyle Family Fitness gym that I pass by just about every day. This morning, its signage marquee announced something along the lines of, “LAST DAY TO SIGN UP FOR $0 ACTIVATION FEE".

So it’s the last day to get your membership with Lifestyle without having to pay the onerous signup fee. It’s the end of the month/beginning of the next month, so it’s the right time to pitch this offer. It’s meant to create a sense of urgency: If you don’t walk through the doors right now, you miss out on a great incentive!

So what’s wrong with that?

Lifestyle waives its signup fee every single month. They constantly promote this fact, too. So it’s really a running joke: The final day of no-signup-fee is coming, so you’d better join now — or else we’ll waive the fee again in a couple of weeks!

A basic rule of marketing is that a limited-time incentive offer is only as effective as it is unique. When you drain the life out of it by re-introducing it on a continuous basis, it loses its purpose. Worse, it becomes invisible to the consumer, because it doesn’t mean anything; there’s no reason to be interested in any one particular manifestation of it when you know the exact same offer will reappear before you’ve had a chance to miss it.

Lifestyle’s not alone among gyms that do this; I suspect the entire industry has beaten this horse to death. The only way to salvage it is to launch a marketing blitz that announces the complete elimination of signup fees, forever. Losing out on those fixed fees would more than be covered by an uptick in memberships from customers who, at least subconsciously, appreciate a more honest approach in their gym’s marketing promotions.

- Costa Tsiokos, Thu 09/02/2021 09:59:26 AM
Category: Advert./Mktg. | Permalink |

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