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Edinburgh Leisure signs up 600 new members with 1p promotion
In the first week of November, Edinburgh Leisure targeted its casual user market with a 1p joining fee promotion and sold more than 600 swim and gym memberships.
The promotion – replacing the usual £20 joining fee – was only advertised in the trust’s 30 venues throughout the city to try and convert existing users to members.
In 2004, the trust sold just 370 memberships in the whole of November.
Marketing manager, Susie Crawford, said: “Having run promotions in September to entice people back to the gym after their summer holiday excesses and accepting that people tend to save their renewed motivation for January, we had to think of a more persuasive way of beating customer’s lethargy during the early part of winter.” Details: www.edinburghleisure.co.uk
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