Profile

American Woman Fitness, a new fitness center in Ohio, caters to women of all ages. The fitness center offers a 30-minute workout program that appeals to busy women. The workout also is popular because it includes both a cardiovascular workout and strength training.

Situation

The owner, Laura Garrisson, needed to sell memberships. Her fitness center was opening soon and she lacked her desired number of memberships. Placing flyers in area grocery stores and advertisements in the newspaper wasn’t working. So Garrison turned to direct mail.

Solution

Just one month before opening, Laura sent out 1,500 postcards with leads purchased in the form of labels from infoUSA’s Consumer Directory. The consumer database includes over 250 million consumers, from more than 90% of the households in the United States. infoUSA guarantees 90% deliverability on all mailing labels purchased. Laura had the capability to search individual characteristics, such as age, gender and household income. She also searched by geographic area to identify women who live within a 10-mile radius of the fitness facility.

Results

Laura was inundated with phone calls from her first postcard mailing. One hundred memberships were sold by opening day. By the second month of operation, another 82 women had joined! Demand is so great that, less than two months later, Laura is opening another location. She is mailing postcards again, this time staggering smaller mailings, hoping to eliminate the possibility of missing a call because of a busy signal. Once again, the phone doesn’t stop ringing.