Want to make your advertising and marketing investments stretch farther and work harder? Consider targeting health club members who, if they become part of your customer base, will likely influence many others to do so as well, as evidenced by recent research studies.

HCMN recently commissioned third party exit survey research in health clubs in key markets across the country (which it does routinely in tandem with its largest client campaigns).  During this research, hundreds of health club members surveyed were asked to assess their influencing ability over others, and responded as follows:

• 81% indicated that their friends, family and co-workers frequently came to them for advice on purchasing decisions, particularly for health and wellness-related products and services.
• 83% indicated that when they gave advice, those receiving it would most likely follow their recommendations.

"While the influential nature of health club members has been generally established via panel data, such as MRI,  it's great for us and our clients to have additional third party research data that both underscores and further quantifies this powerful phenomenon," said Richard Hirsch, HCMN's CMO. 

To download a one-sheet overview on HCMN, click here.

To download HCMN’s complete capabilities kit, click here.

When Quaker promoted the 'weight control' version of its industry leading oatmeal brand with a comprehensive advertising and sampling campaign in HCMN clubs that specifically targeted women 35-54, third party exit survey research indicated that this campaign was quite successful:  75% ad recall with intent to purchase nearly doubling from pre- to end campaign research waves.

Compelling as these results were, the most unexpected findings concerned how these health club members responded to a question regarding their source for the best information on weight management.   Members responded 'My Health Club' nearly as often as 'The Internet' and much more often than responses such as 'books', 'my doctor', etc.

These results further support the fact that health clubs are increasingly becoming more than just a place to work out.  Health clubs are now more than ever a source for socialization, networking and information gathering and sharing among members and fitness personnel.  Brands that are in this environment, via advertising and marketing, are reaping the many benefits of exposure and impact in such a vibrant locale.

To download a case study snapshot of the Quaker campaign, click here.

Health Club Media Network™(HCMN) is the largest provider of advertising panels and other marketing opportunities in the top U.S. health clubs.

HCMN's exclusive relationships with thousands of health clubs nationwide offers unique, uncluttered access to a targeted group of millions of active and influential consumers. Interested? Click here to learn more.

According to MRI, health club members are light TV viewers and 77% DON'T read the top health and fitness magazines. For a one-sheet on this data, click here . Let HCMN help you extend your reach with active adults in the uncluttered, highly responsive environment of health clubs.