Whether you have joined the fashion of running, are a loyal follower of a team, or if you have never set foot in a stadium, the influence of the world of sport is unquestionable. Full stadiums, queues, and fans willing to travel to the other end of the world for a sporting event. Everything that makes up the world of sport is emotional, exciting, from start to finish, and part of it is comprised of something called “sports marketing”. This is the subdivision of marketing that promotes or exhibits its products or brand through athletes, clubs or sporting events.
There are two important parts of sports marketing, the first of them is the stadium. Believe it or not, stadium events are very important to make money, and for more reasons, than you might not think! For example, customers are, on the one hand, fans of a particular sport or team, who attend matches and events, pay for tickets and consumer of the playing teams’ merchandises both in the stadium and outside. The other important point of sports stadiums for obtaining income are the companies and media, which take advantage of the notoriety of the club to use it as an advertising platform or as suppliers. As an example, the Melbourne Stadium benefits from the many media attention targeted at the footy teams playing in its vicinity.
The other branch we will talk about is sports merchandising, which is the part of marketing that aims to increase profitability at the point of sale. In simple terms, they are activities that stimulate the purchase of the product. When we allude to this commercial term, we are talking about attracting attention, bringing the customer to the product and facilitating the purchasing action.
Large teams create and take care of an important brand image. A brand that generates most of its income usually is a brand that sells thousands of T-shirts and many other merchandising items such as basketball singlets, key rings, caps, mugs, watches, pens, etc., often depending on the area where the particular store is located. Some of these stores are dedicated to a single athlete of a team, while in other cases the stores cover the entire team.
Sometimes it’s hard for us to understand why great sportsmen and women earn so much money but think of all that’s behind it! If there was no interest in what they do, say if nobody paid for a ticket or bought a T-shirt, do you think there would be brands willing to sponsor teams? Do you think there would be sports marketing? If it exists it is for a reason, and that reason is that it is loaded with passion, emotion, belonging, and a gigantic enthusiasm that can be spread very easily!
Sport generates passion and a high level of identification and loyalty with its public, a value that investors see as a strategic way to promote different lines of products and services. That is why today merchandising is a great source of income, both for brands and for the athletes themselves who are involved in this marketing process.
The next time you see a group of regular people wearing basketball team uniforms, or buying a product that advertises a famous athlete, think of all the marketing machinery behind it. The weight of the industry is enormous and that, along with the cultural reasons behind it, is incredible.
Merchandising for Gym Marketing
In its broadest sense, merchandising refers to the presentation of products for retail sale. Its core goal is to positively influence the buyer’s decision to purchase the product. Specific elements of merchandising include the determination of sale quantities, unit prices, product display, packaging and presentation, marketing strategies and possible discounts or promotional offers. Core to merchandising is also the art of creative product mix and the identification of appropriate channels of distribution, also described as customer touch points.
In an era of Information Technology, the traditional visual merchandising at the retail outlet has been complemented by digital merchandising. Compared to traditional visual merchandising, digital merchandising allows the customer to assess and eventually buy the product without leaving their location. Multi-channel merchandising integrates visual and digital forms to suit customer preference.
How to Use Merchandising in Gym Marketing
Merchandising in the gym business may entail the direct promotion of services offered at the gym. This could mean the visual display of gym space and equipment at the physical location. It could also be digitally achieved by creating Ads on websites and social media platforms. The most common method of gym advertising is to utilize a GIF as Facebook ads.
A GIF that gives a quick preview of gym equipment or a workout session on Facebook can serve to lure a customer to enroll.
More importantly, however, merchandising in gym marketing is majorly practiced through a creative product mix. Specifically, the sale of gym services is complemented by the promotion and sale of related products. These could be gym wear, fitness products, food, and drinks, or nutritional supplements consumed by members prior, during or post workout. Branding these products will achieve even better results. Branded gym wear will not only entice the customers to purchase, but also convince them of the quality of gym services. If these products are personalized, say by bearing customer names, the customer will find both the product and the gym service irresistible.
Benefits of Merchandises for Gym Marketing
The use of merchandises for gym marketing has benefits for customers if it allows them to purchase products and gym services in a single location. Nonetheless, the major benefits of gym merchandising belong to the business owner. Below are five key benefits of gym merchandising for gym marketing:
- Merchandising allows the gym owner to diversify the product and consequently rake in greater profits.
- The gym is a growing business, diversifying the product will protect you from becoming obsolete as a result of stiff market competition.
- Merchandising enhances customer loyalty by giving them the idea that you offer a complete package under one roof.
- Especially with nutritional merchandising, achieving workout goals cannot be separated from nutritional choices. Merchandising thus promotes customer consideration of an all-inclusive offer.
- Merchandising gives your members the impression that you have a comprehensive understanding of their fitness goals, and are therefore an expert.
In sum, merchandising is an indispensable choice for gym owners who want to stay relevant in an era of stiff market competition. Attention to market demands will enhance customer loyalty and increase the possibility of keeping your business at its best.