Sense of Observation as a Marketer

Fitness First worldwide is a chain of gymnasium and health club as we all know. I have noticed something about the way some companies are carrying out marketing at these clubs very strategically.
When I go to the club, there is a salad and juice bar just near the entrance. Also, there is a Sydney Morning Herald newspapers stack for all the members near the entrance and it is for free (or in more sophisticated words "complimentary"!). At the same place you can find Fitness First monthly magazine (complimentary of course!). This is just a starting of marketing. When you show your identity card at reception and enter the club, there are refrigerators containing health drinks like Powerade, mineral water and some other nutritional drinks.
On some lucky days, you will find some representative of a nutritional food or a cosmetic company handing out "free samples" to the members! However, the best part of marketing done at FF which I like the most is the advertisement on the FF channel. There are several LCDs placed for members' entertainment at various locations. Most of the TVs are showing FF's exclusive channel and on that channel, several companies show their ads and new upcoming movies trailers.
Have you observed this whole scenario as a marketer? All these companies who are selling or advertising or giving away their products know that the members of these clubs are earning very well and they have more purchase power than other people. So they are the major prospective customers for their brands. Fitness First fees for a member is about $90 per month. Just imagine, only a person who is earning something like $40,000 to $50,000 a year can only afford this fee as an average person has some other expenses as well. The advertisers know that this is very 'soft' target for them and that's why they focus marketing of their brands at such a strategic locations in such a strategic manner.
Being a marketer (whether online or offline), I think one should develop this sense of observation. One can find such kind of marketing at airports, hotels, cinemas and other places normally occupied by rich people.

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