Who is your audience?
Over the coming weeks, we will explore what to consider when defining your audience, and how you might consider communicating your messages and offerings to them in order to meet your customers’ needs.
Everyone is NOT your AUDIENCE (S. Godin)
With the number of facilities offering fitness growing rapidly, Personal Trainers need to explore how they can provide something distinctive, different and diverse. Something that ensures a healthy customer base. One that encourages repeat visits, regularly.
There are a number of factors that influence the exerciser to visit more regularly and remain a loyal member or client over a longer period of time. The aim of this article is to explore the possibility that the age of being all things to everybody is over.
The exerciser experience matters, the exercise offering matters, the equipment selection matters, and our choice of social media channels matter. Everything we do matters!
However, before all of this can be considered, we first need to establish who is your audience?
Knowing your audience is not something that can be achieved quickly, it needs to be researched fully, investigated and thoroughly analysed. It is however, the key to your overall success as a PT, Studio or Fitness Facility.
When we supply a service or offering for the community, we must understand who we are serving. Who are the people who visit more often? It is these individuals who continually give us feedback (because they care)? Often, these people will have connected demographics, motivational drivers, values, beliefs and outcomes.
Profiling your target group/client base supports the promotion of your services, improves your marketing communications (because know who you are talking to!) and enhances the overall exerciser experience.
Knowing your audience will help to validate decision making around equipment choice, exercise offerings, and gaps in training and development.
Yes, you can serve everyone, and yes you will likely attract people outside of your target audience, however it is your CORE AUDIENCE that must define the choices you make for your business.
Keith Smith – Excelsior
