Aside from paying the people featured in these Gold’s Gym Valentine’s Day cards, this was a relatively cheap advertisement opportunity.Īt the same time, they capitalized on increasing brand loyalty for sharing humorous images, or “cards”, of plays on strength training terminology. ![]() Thus, Gold’s Gym saw the colliding of these two worlds as an opportunity to raise brand awareness and recognition.īecause of the focus on how sharable Valentine’s cards are, this campaign was employed through social media. With the ability to share memes and make a joke about just about anything through social sharing, Valentine’s Day is equally humorous these days as it is romantic. What better way to get more eyes on your gym than creating some humorous Valentine’s Day cards that ode to strength training. Regardless, the advertisers do their job well in representing Equinox values and experience. Though it’s difficult to say how often the high-status members of Equinox tune into cable TV.Įven if you didn’t know that the average membership cost sits around $165 and the top costs $1250 (including initiation fees) to begin with, then you would probably get the high-class memo from the ads. This is significantly less compared to the 90% of people over 38 that consume broadcast media. These days, broadcast and cable television are viewed by 61% of millennials. The nature of the demographic and the still imagery made this campaign perfect for print and social advertising. According to Insider in 2015, “The average age of an Equinox member is 35. Is this an ode to female empowerment or is this a hint at female attraction? You decide. However, in the deeper contexts of these ads, Equinox shoots for resilience and only portrays women. The messages of identity and dedication was constructed through these trends. Second, who is already attracted to the gym? Can more members of this demographic become attracted to the Equinox lifestyle?įrom there, Equinox then targeted and utilized trends in pop culture (tattoos and cannabis) to attract its audience. What gaps is Equinox filling in its member demographic that it best feels it can attract? First, we need to understand the types of audiences they want to attract. Understanding how this advertising campaign was successful requires you to look at two pieces. In the other, we see a woman in high fashion among a greenhouse full of cannabis plants. In one image, we see a woman getting tattooed over her double mastectomy. Of course, the advertisements themselves reflect this nature of affluence and refined, yet unconventional lifestyles. The photographer of the shoot for the ads carries an esteemed title in the high fashion and luxury community. The women in the ads represent the character and the values It wants its members to possess. In 2017, Equinox, a club more than a gym, made a progressive leap in its advertising with images of self-dedication and developing identity. ![]() Now let’s see how industry giants use imagery and message to their advantage through gym advertising. In return, this attracts those who hold the same values. What does that image alone portray about that particular gym? To me, it says members of this gym possess a sense of tenacity and strong will. Though, let’s circle back to the featured image. The messages have been carefully delivered through ads with imagery and dialogue that connects with the audiences of the gym. Overall, these gyms have identified their target audiences and have delivered thoroughly crafted messages expressing the values of the gym. The mediums chosen for each campaign’s deployment also ties in with the most trafficked source of media for each group. Throughout these campaigns, you will find that each one perfectly pertains to the demographic of people you would expect to see at each gym. ![]() Looking at these campaigns helps you in your efforts to sell more memberships and increase member loyalty through more effective advertising. In this article, we take another look at successful gym advertising from some giants in the industry.
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