Winchester has a current population of 114,300 residents within a 250 square mile area. 32% of those residents live within the town area (36,576 people). Winchester has low levels of unemployment at only 1.5% meaning that nearly all residents are earning and so can potentially be sold a membership to xxx Fitness. Couple this with an estimated 4million visitors each year and you have a huge opportunity for memberships and daily visitors to your business. The graph below is sourced from the UK census and shows how Winchester compares to the national averages for age groups living in the city. I can take from the information below that the target audience in Winchester needs to be students and young people between 18-24 and more mature working people between the ages of 35-55. We may also be able to look at having special memberships and advice service targeted at the retired.
2 Outreach externally
Externally I believe in organised and structured marketing to show the business as one that takes its members seriously rather than the ‘desperate’ looking street walking handing out day passes. I believe the local community is key to this and by building relationships with the public and businesses there can be long term success and an increase in word of mouth advertisement and sales that will inevitably be generated once the initial hard work is done. I’d speak to schools, colleges and workplaces and offer special promotions while you're talking generally about fitness and healthy eating. For example, do a talk about suitable exercises at a slimming group and offer them a special week gym pass as a gift. Speak to employers in the local businesses about reduction in sickness levels and increase in productivity from healthier fitter staff, this will generate some quick membership sales but also aim to allow corporate memberships and B2B relationships to be built long term. New employees will be alerted to the gym straight away and advertising within...