Talk about a reversal! Just got off the phone with a marketing-savvy club owner named Jamie Eisner who is doing something a bit unusual. Instead of using his website to reinforce and support his club (pull strategy), he's using his supplement line to promote his website. (push strategy).
Here's what he does.
At the club level, he has brochures and front desk handouts that go in-depth about the product line. These marketing materials make it very clear that his club has exclusive rights and exclusive distribution of his current supplement line and that they can be purchased ONLY from the club's pro shop or through the club's website.
Now here's where it gets interesting. He also takes out a small ad in a community newspaper and participates with a "money mailer" direct mail package. Again, promoting the exclusive rights/distribution of his product line.
He told me that more than 60% of his supplement sales are to non-members who order off his online store. This is a direct result of his little advertising campaign which is coded to track the ads.
Next, he plans to track how many non-member, online purchasers can be converted to membership.
Hmmmm.... very interesting! What do you think?
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